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I read a post by E-Commerce Optimization & Marketing blog about Blog Strategy Generates 24% Sales Conversion for ECommerce Site which was indeed interesting but a bit controversial.
This blog’s thesis is that:When implemented properly, blogs or weblogs as they are also known can achieve two positive things for an ecommerce company.
- Drive qualified traffic (traffic with an intent to buy products) to their website.
- Generate additional revenue by monetizing the traffic that does not flow through to the actual site.
This blog proposes a step by step path that in its opinion produces sales conversion rates in the area of 24% – 28%.
Even if I cannot measure the benefit of the thesis proposed, I overall agree with it, but I am a bit skeptical about one of the steps he traces. Here it is:
One of the first keys to success is to keep in mind that when posting, you must appear that you are an objective third party providing information on numerous businesses within your respective industry. Yes, that can even mean competitors or distributors in some cases.
In my opinion it would be better for a blog strategy:
- to clearly speak to prospects
- saying that this blog belongs to a eCommerce site
- and is part of its brand strategy.
In this way the process of brand awareness is augmented and the skills and the overall reputation of the eTailer is improved.
Pretending of being a third part blog is in my opinion an unuseful way of assuming a non true neutrality that could raise risks of of cheating accusation.
What is your opinion about?
Source:
Blog Strategy Generates 24% Sales Conversion for ECommerce Site
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Enrico Giubertoni è specializzato nell'Ecommerce Marketing, nel social media marketing e nel Blog Marketing.
Opera come Consulente presso imprese e come formatore in scuole di formazione manageriale. 
