blogging for retailers
TRANSCRIPT
![Page 1: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/1.jpg)
How can blogging work for your retail business?
Spring Fair International5th February 2014
![Page 2: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/2.jpg)
About Me
@[email protected]/in/emilyjanehill/[email protected]
• Set up Write My Site in 2006:www.writemysite.co.uk
• A lot has changed …
• … but some things have stayed the same
![Page 3: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/3.jpg)
Contents
• The case for blogging• What to write?• Blogging and social media• Reaching out to other bloggers• Case study: Kaleidoscope• Crunching the numbers• Conclusion• Q&A
![Page 4: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/4.jpg)
The case for blogging
There are two reasons why every e-Commerce website should integrate a blog:
1) Search engines love blogs
2) People love blogs
![Page 5: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/5.jpg)
Search engines love blogs
• Great opportunity to use long-tail keywords (e.g. ‘Green Radley handbags’)
• Visibility for your products• Extra pages for your website• Bonus links and traffic from other websites
![Page 6: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/6.jpg)
People love blogs
• No corporate-ese• Free advice• Stuff to share• Sign me up!
![Page 7: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/7.jpg)
What to write?
“I’m a retailer: I’ll blog about my products!”
![Page 8: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/8.jpg)
![Page 9: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/9.jpg)
Content for your blog
Remember: Make it interesting!
Yes NoTips and advice Sales copyExciting updates Boring “news”Opinion pieces Bad-mouthing
competitorsMultimedia Plain text
![Page 10: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/10.jpg)
Blogging and social media• Twitter, Facebook, Pinterest, Instagram,
Tumblr and YouTube all offer opportunities for retailers.
• Use your blog to tie them all together.
![Page 11: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/11.jpg)
My blog about this presentation
![Page 12: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/12.jpg)
Reaching out to other bloggers
1. Make your own blog really awesome2. Follow other bloggers on Twitter3. Start talking!
![Page 13: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/13.jpg)
Case study: Kaleidoscope
![Page 14: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/14.jpg)
Our brief
To bring more traffic to Kaleidoscope’s e-Commerce website
and improve brand visibility overall.
![Page 15: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/15.jpg)
![Page 16: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/16.jpg)
![Page 17: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/17.jpg)
Guest articles written for …
![Page 18: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/18.jpg)
Kaleidoscope’s blog:
• Brought an extra 2,500 unique monthly visitors to the website
• Drove traffic to the brand’s Facebook page (and vice versa)
• Created opportunities for PR within leading industry publications
![Page 19: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/19.jpg)
Crunching the numbersWebsites with blogs get 55% more traffic than
static websites.
They also get:
• 97% more inbound links • 434% more indexed pages
(Figures from Hubspot)
![Page 20: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/20.jpg)
And yet ...
80% of company blogs are abandoned after fewer than 5
posts
(Figures from IBM)
![Page 21: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/21.jpg)
Conclusion
Running a blog is:
• Great for SEO
• Great for PR
• … but you’ve got to keep it updated!
![Page 22: Blogging for retailers](https://reader036.vdocuments.mx/reader036/viewer/2022062513/55528190b4c905b4598b4f2d/html5/thumbnails/22.jpg)
Emily Hill, CEO, Write My Site
Thanks for listening! @[email protected]/in/emilyjanehill/[email protected]