We often wonder why a blog could be effective for a site and what impact it might have. Let’s see together the real interests of its implementation.
First of all, what is a blog?
It is simply a part of your site where you publish articles of text in subject with the theme of your site. You will not talk about auto mechanics in your articles if you have a site that talks about cooking or knitting.
A blog can be an investment in terms of enough time but when you know how to organize, it can be quite simple. You have to set up a routine: write regularly and constantly publish content.
For bigger companies: why would not a blog give you a little help too? It is entirely possible for you to delegate your content creation to an external person/entity.
Why would a blog help me?
It does not matter if your site is an e-commerce, a site showcase of local business or even a site that lives to advertise. In all cases, the goals will be the same. currently, the strategy of “Inbound Marketing” is fashionable because it brings good results. According to this strategy which aims to bring/attract the customer towards your company, the blog is only a tool to attract visitors in its conversion funnel.
To the question of “why a blog? », We can answer by 7 points:
Become an expert: How can an expert claim himself as such without proof? Who will be an expert according to you? The one who posts 1000 articles on the subject he is dealing with or the one who posts 0? The answer seems obvious.
Increase your visibility: to multiply the quality articles, it is to multiply the routes towards your site. Internet users will have the opportunity to share the articles they enjoy on social networks.
Stand out from the competition: Having a blog that your competition does not have can only increase your commitment and credibility.
Retain your customers: Giving quality in your articles will allow you to retain your customers. They will just wait for your next article.
Make your site live: Search engines like websites that regularly post content, and people like it too.
Work on your editorial side: You will learn, work on your writing and your argumentation.
Increase your sales: Create a conversion funnel that brings people from the search engines back to your site and then convert them to a customer.
In a content marketing strategy, a blog fits perfectly in this perspective. The principle is simple: bring prospects to your site by giving them quality content.
The tools of the conversion funnel of your site
The conversion funnel is a term used in Webmarketing that measures the effectiveness of the different processes that you use on your website. Thanks to this method, you will be able to evaluate and analyze the performances of your site and why not, to increase them over time.
Creating a conversion funnel to capture the prospect’s attention is never easy, but here are some examples of tools that can help you turn your prospects into customers:
- Attract visitors via free content (blogs, newsletter, ads, video,…)
- Make e-mail marketing (get these visitors into an optimized email system, create a pop-up to retrieve email addresses)
- Create an optimized sales page (important for increasing the conversion rate)
Your business can only work if you set up one or more conversion funnel s. Thanks to this, you will be able to transform your visitors who have become prospects into customers, then turn these same customers into loyal customers!
Quick tip: Before putting processes in place, draw a diagram of your conversion funnel (s). This will allow you to have a global vision of your marketing strategy before you start.
The user’s shopping funnel
In addition to the conversion funnel that aims to create regular customers, we must take into account the funnel called the purchase of the user. It is simply the way the consumer takes his access to the site until the validation of his purchase. This process is usually directed to e-commerce sites.
Below are the main steps of the purchase funnel:
- Consciousness: a desire or a need to satisfy. So there is a step of awareness on the part of the company or another non-commercial site.
- Interest: The person has now been sensitized and starts their search on Google. The awareness is made and there is a desire to know more.
- Comparison: The decision is made and now we want to know where to buy the item that will meet our need/desire.
- Conversion: it is simply the purchase stage, the validation of the basket.
Please note that your site will never have the same shopping funnel as another site. There are different factors to consider, such as the need of your client or the industry in which you are.
Always think about optimizing your purchase funnel through simple but effective processes (good design, intuitive website, optimized payment page, etc.) to avoid the crucial “abandon basket” step.
In short, think about the effectiveness of your site.
The role of SEO and blog in your strategy
We have just seen the importance of two methods of optimizing your marketing strategy. You always ask yourself “yes but… why a blog? ”
The blog is a tool integrating these two processes. In one, it converts the prospect through quality content. In the other, it helps to direct the customer to the right choice.
Once you’ve written your blog posts, you obviously have to optimize them so that people can find them on Google. Entry into the conversion funnel can be done at any time, and you have to take advantage! Some visitors will begin their “journey” by searching for the product or service they want and comparing the offers between the brands while others might look for a particular problem.
And that’s where your blog comes in. The goal will be to talk about your topic in your articles and make people aware of the products or services you sell. This can be a simple explanation of the features of a product/service. It is by reading useful answers, information on solutions to the problem that they discover the need to make a purchase.
Think about it, your visitor does not know the features of the product sought and comes to the information fishing. Why would not a blog do the work for you? The goal here is to educate, influence your visitor to purchase the product. It will show him that all the benefits he needs are there, under his nose and he just needs to go to the final stage of purchase.
If you are motivated, I invite you to here and hire best digital marketing agency to write best SEO friendly blogs for you.
