Your brand has customers at each stage in the sales funnel. Some are at the beginning, and just getting familiarized with what you have to offer. Others are at the end, ready to convert and make a purchase from you.
Every step of the way, you have to be there to provide content that will take them one step closer to conversion.
Unlike the people already shopping in your store, readers of your blog may not be quite ready to buy from you. And while the primary goals of content marketing are not to produce a sale immediately, it’s great when it actually happens and it’s certainly worth trying. Since it’s unclear whether they’re ready to purchase or not, it’s going to be up to you to guide them towards a purchase with relevant and valuable content.
There are a few core methods for moving your blog readers towards a purchase:
1. Get Them To Subscribe
Offering to subscribe website visitors to your email list after they read one of your blog posts. Then send them specific content, like shopping guides, comprised of products that are available in your online store.
2. Retarget Them Across The Web
Remarketing to them via Google ads to purchase a product they read about on your blog. For example, if they clicked on your shopping guide to shoes, you could then ensure that images of these shoes pop up in Google ads as they’re surfing the web.
3. Retarget Them on Facebook & Instagram
Retargeting your readers on Facebook with ads. Insert compelling images from your ecommerce store and blog posts into the ads.
4. Place Smart Internal Links Within Your Content
Placing links to products within each blog and calls-to-action on the bottom of every blog post. If readers enjoy your blog content, they may want to see what else you have to offer.
The following are some examples of effective blog posts that may persuade readers to purchase from ecommerce stores. You can draw upon these for inspiration in your own online shop and use them to try and convert your own website visitors.
Lowe’s Goes DIY
On their website, Lowe’s features a blog of DIY projects that blog readers can try at home. For example, on their slideshow, “5 Tools to Make Your Paint Job Easier,” they demonstrate tricks for doing just this, as well as relevant images and links to purchase the products you need for every step of the way. They’re providing useful ideas for the people who prefer to paint their homes themselves, along with the products they need to get the job done right. Since the links to buy are conveniently on every slide, blog readers will be inclined to purchase from Lowe’s.
Bed Bath & Beyond’s Candle Guide
Bed Bath & Beyond sells all different types of candles. But in their post, “Buying Guide to Candles: 6 Things to Know Before You Buy,” they’re aiming to inform their readers about the various kinds of candles available on the market. Along with highlight soy, paraffin and beeswax candles, they also go over wick type, shape and size, scents, burning and flameless candles and display methods.
On the side of the blog post, they include a link to shop the store’s full selection of candles if readers are so inclined.
Zappos’ Guide on Clothing Layering
Last September, just as the weather began to turn cold, Zappos published their blog post, “3 Cozy Layering Tips For That Unpredictable Fall Weather.” This time-relevant post is all about how to stay warm and get the perfect look even when it’s chilly outside.
It’s complete with in-body links to the latest shirts, pants, and dresses available for purchase on the website. This post provides customers with aesthetic and functional ideas for fall clothing, making their lives simpler. Including the links inside the post is a simple method to get them to buy these products exclusively from Zappos.
Nieman Marcus’ Interview with Their Designer
On their blog, Nieman Marcus features interviews with the designers whose products are available in their store. One post, published in December, is all about Jimmy Choo shoes, and includes an interview with the brand’s Creative Director, Sandra Choi. She discusses the shoes for purchase in the online store as well as the inspiration behind the styles.
Every shoe that is brought up is linked to so customers can click and purchase. By giving the story behind the shoes, Nieman Marcus is showcasing how unique their products are. They are also convincing blog readers that these shoes are worth purchasing.
Overstock’s Fun Quizzes
Overstock.com offers a mix of just-for-fun quizzes, as well as quizzes that highlight the different products they have in their ecommerce store. On one “The Price is Right”-esque quiz, website visitors can try and guess how much certain Overstock.com products cost. Then, whether or not they get the question right, they are taken to a link where they can purchase the product.
This is an enjoyable way for visitors to see what products are on their website, as well as test themselves on their price-guessing prowess.
Toys “R” Us’ Ideas for Easter
In a Toys “R” Us blog post about Easter, author Krista Mise gives parents ideas for every type of present for their kids. There are presents for new babies and ones for kids who love Disney. There are gifts for children who enjoyable movie blockbusters and ones who like playing with arts and crafts. Mise is providing helpful suggestions for parents, as well as pictures of the products and links to each so they can easily purchase them.
Stressed out parents who may not know what to include in Easter baskets can simply log onto the Toys “R” Us blog and find a solution. At the same time, Toys “R” Us can convert their blog readers. It’s a win/win situation for both parties.
HomeGoods’ Personal Decorating Story
In one post on HomeGoods’ Design Happy blog, author Lizbeth told a personal story about how one couch she bought from HomeGoods completely changed up her living room. She includes photos of the couch, along with ones of decorative items she placed around the room and the curtains from the store that she hung up on her windows. She gives instructions on how to design a room in case readers want to do the same.
The post is valuable for readers, relevant to the type of information they’re looking for and shows exactly how to pull together a room all with HomeGoods products. If readers were lost about how to make their living rooms look great before, they got some ideas from this post and were hopefully convinced to buy exclusively from the ecommerce store.
Some Types of Blog Content *Can* Produce Sales When Done Correctly
What do all these blog posts and website pages have in common? They offer content that is fun and easy to digest for the readers. They also have a purpose and serve the readers’ lives in one way or another. There is no forceful sales copy or urgent language to make a purchase right away, which would turn them off.
If you provide content that will improve readers’ lives, you will have a chance at getting them to convert. Remember to guide them through the sales funnel with retargeting, and you’ll be on your way to boosting sales in your ecommerce store and taking your business to the next level.
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