Many B2B companies are envisageous on B2C companies.
B2C is fun. There are high speeds and there are often short cycles of purchase.
But in one area, B2C is following.
Special online stores.
Online shops are bad at content marketingSo let's say that this is the same thing as that.
Joda, many online stores work very well with content marketing, especially in external channels (e.g. social media). But when it comes to blogging, there are few online stores that get it.
They lack a strategy and no one is doing the work in the future.
This is about to change:
70 % of B2C market drivers state that they will be more active in the future in terms of content marketing.
So, where do you start?
4 distribute online stores get by blogging
Here are 4 advantages online stores get by blogging - hopefully it inspires you to bet on blogging today!
1. Now, out to potential customers at all stages of their customer journey by understanding what they're looking for.
B2B sales are related, while B2C sales are more transaction oriented.
You can still meet B2C customers with marketing even if they are not ready to buy!
You do that by using good content.
You can use blogging to attract customers who search for product categories or who are unsure about what to do with them.
So let's use a walker as an example.
An experienced walker is specific when they apply. They're looking for things like "tour boots" or "(mark) tour boots"
You are already targeting these searches with your product and category pages:
- Category page keywords - "Turshoe"
- Product page search terms - "(Label) tour boots".
An inexperienced walker seeks in another way.
They know that everyday shoes are not suitable for walking, but beyond that they are uncertain where to start.
You can use blog content to catch these customers.
Blog posts can be targeted against wider searches, such as:
- Blog post 1 - "Best boots for mountain tours"
- Blog post 2 - "Wanette boots for foot trips"
- Blog Posts 3 - "X best brands for outdoor activities"
This way you will cover the top of the funnel (blog inlay), the middle of the funnel (category) and the bottom of the funnel (product side). You cover all the phases of your customer journey and all the activities are focused on attracting customers to your website.
The customers may not be ready to buy right now, but they have at least found you and are aware that you exist.
Which brings us to the next point.
2. Displaying expertise and authority to build trust
Think of known B2B actors:
HubSpot. Salesforce. SuperOfficeSo let's say that this is the same thing as that.
You may have heard from their leadership group.
You might even know their names.
Can you say the same thing about the most famous online stores?
Who are the people behind Dermalogica, Pipe purchase or Moccamester- What?
B2B actors are good at showing E-E-T on their websites.
What is E-E-A-T?
E-E-A-T stands for experience, expertise, authority and trust.
E-E-A-T is not a ranking factor, but Google uses it to rank websites.
(Yes, it's confusing...).
But the idea is simple:
Is the information presented on your website reliable and credible?
If you can show:
- Experience - you have tested the products and they work.
- Expertise--you know what you're talking about/seller
- Trust - you send the products and exchange when necessary
- Authority - you've been in the business for a while and people recommend you
And then you're most likely to pass the E-E-A-T test.
B2B actors achieve this by sharing internal experts’ strategies, tips on best practices and frameworks on their blog so that customers can discover them through search.
They build trust and branding over time, so that when a potential customer is ready to buy, it is more likely that they think of the brand that they have become familiar with through content.
Online shops can use blogging the same way.
Let's do this. Beaks, as an example:
Bemakker has published some content, but they have no clear strategy for content. If they had followed the recipe in this article, they would have increased traffic and turnover quite significantly. They should focus on creating editorial quality content around themes such as:
- 12 Best cosmetics in 2024
- 10 dry skin moisture creams in winter
- 8 new marks added to Belaker.no this month
Make sure the content is written by someone in your team, add a writer biography at the end of the blog post showing expertise (example below) – in this way your online store also builds E-E-A-T.
When you start sharing tips through content that is unique, your online store will get attention - and you will get more links.
Three. Build links and ranks better in Google
One of the biggest benefits of blogging is that you build incoming links.
Links are important for searching.
In fact, links are often quoted as one of them the principal ranking factors;So let's say that this is the same thing as that.
(Do you notice "search expression" in other places? We covered it in the first tip.
General set:
More links = more traffic.
But it's hard to attract links to category pages or product pages.
But, if you have an interesting blog post that shares practical tips written by an expert?
Then you attract links.
However, there are two types of links; internal and external:
- External: From other websites that you cannot verify
- Internal: From existing content on your website you control 100%
So, let's say you want to rank higher in Google on a category page for the keyword "medium-stiff coffee beans."
External links are available over time (if content is of high quality).
But you have 100% control over internal links. You can start blogging immediately.
For example, you can create blog posts for:
- The difference between medium-steel and dark-steel beans?
- Why do experts prefer medium-sized coffee beans rather than other writings?
- 10 top selling medium-sized coffee beans in 2024
You can link each of these blog posts to the category page.
Now you have 3 theme-related links.
Do it for 10 articles, and you will quickly experience better ranking.
Do this exercise for 10 categories pages (10 blog posts each), and your entire website will get more organic search traffic.
All of this organic traffic creates involvement on your website, but let's now add a conversion team on top so you can turn visitors into customers.
4. Retarget and convert blog traffic with paid ads
Once you have made content for the top of the area, you can target the visitors with ads for categories, products or offers.
For example, let's say that a potential customer visits your online store and reads a blog post on the topic "10 best bike jackets for summer". They read, but they don't buy.
Once the visitor has been on your website (and you have received consent), you have several retreat options:
- Advertises an offer of 10 % on their first purchase
- Advertise your best-selling biker jacket
- Advertise your most profitable biker jacket
- Advertises a combination agreement where they get a biker jacket and matching gloves
- Advertises another blog post on the subject "Best motorcycle jackets for beginners", which allows you to segment this target for future campaigns.
You can re-arrange social media platforms and you can choose how to re-arrange - whether you want to use images, text or video. Or all three.
This online store receives 3500 additional monthly visits due to blog
A online store we worked with has been greatly benefited from blogging.
Before they published blog posts, the search traffic had stagnated.
But they wanted to invest in online store SEO - and that's where we introduced blogging.
Today, their blog has received nearly 700 incoming links, it ranks for 5700 relevant keywords and receives 3,500 visits per month – or 40,000+ visits per year.
Blog posts target different target groups at different stages of the area, they share tips before and after purchase, and the articles are written and published by internal experts.
Themes ideas come from customer service teams, live chat publications, SEO tools and knowledge from being in the industry for years.
They don't make much content.
Only two blog posts per month.
But it's just their blog.
Overall, the entire website and business - have benefited from blogging that contributes to 28 000 organic visits per month (if they had to pay for this traffic, it might have cost them over $4 per click).
In the case of sales contributions, organic search revenues have improved by 44 % and increased by a further NOK 6 million -up from NOK 13 million to NOK 19 million.
Conclusion
I've seen the positive effect of blogging.
B2B companies have been using content marketing and blogging for more than a decade to increase branding skills, website traffic and potential customers.
There's no doubt: it works
(HubSpots success came from blogging and inbound marketing. Thei is now worth 34 billion dollars.
Online stores depend on blogging. This is the moment when you have the opportunity to make a competitive advantage!
Start a blog at your online store and use blogging to attract more buyers, build trust and improve SEO. And then convert traffic through paid ads when they're ready to buy.
No company we've worked on has ever repented about starting a blog.
They just wish they started before.
Ready to start blogging your online store? Contact us today.
We have been helping companies with content marketing, blogging and SEO since 2012. In combination with our e-commerce expertise, we would like to share our process and how we can help you achieve your marketing objectives.
Recommended read:
How INEVO used content and SEO to increase customer turnover by 22 million
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