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Is your content selling? Online retailer sees their blog give them 172% ROI

Published on January 4, 2013
Tags: Usability, Web Design London

If you’ve ever wondered if a blog is worth the hassle to your business, you should check out online retailer ZAGG whose blog has given them a 172% ROI while earning them 10% of the company’s website traffic according to a recent MarketingSherpa.com article.

If you want to emulate their success, you need to understand a few factors around why they have earned such great results and how the blog alone is a great return on investment.

The first thing you need to do is to focus on sales. ZAGG’s blog isn’t shy about promoting their products which in their case is electronic goods and accessories for items such as iPhones, iPads, digital cameras, etc.

By writing about their products in great detail, it allows their target market to decide for themselves what they will buy, based on the advice and recommendations presented in the blog. This makes ZAGG appear knowledgeable and trustworthy as it establishes them as a ‘voice in the know’ when it comes to selling electronic goods.

Produce regular content

The second factor to consider is that to be successful you have to get blogging regularly. This is what ZAGG did as they only started the blog in January 2011 and the idea was to start with a three-month pilot to see how it went. They soon realised, every time they posted a blog, their website traffic increased and so did their sales.

The next step is to take your content viral and share updates about the blog on social media channels like Facebook, twitter and Google+. ZAGG did this by understanding their audience’s preferences and over time created and published different types of posts including news, how to posts, along with entertaining or promotional posts.

Interact with your audience

If you can engage your core market with your brand by getting them to read informative blog posts produced by your website, it will increase sales. You need to encourage your readers to shop with you too however, as getting them to read and share your blog posts isn’t enough – you need to convert these leads into sales.

The best ways to do this is to display adverts on your online shop, buttons which promote products, deals, etc. It’s also a good idea to use a graphic on the blog homepage and on every post so that visitors can tell that they’re on your official blog, which establishes trust between your brand and your target market.

Selective email marketing is one approach which ZAGG has utilised to increase their sales. They selectively promote their posts between their Facebook and twitter pages, so the email content showcases their best posts. It’s working for ZAGG as their content emails give them an 82% higher click-to-open rate than their promotional emails.

Finally, it’s important not to overdo the SEO. Increasing your website traffic is more about creating compelling content that a web visitor can’t help but click on.

By Chelsey Evans

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