Writing to the Rescue: Improve Online Salesadmin
Writing to the Rescue: Improve Online Sales
I am passionate about writing. I do it every day, and when I am not writing, I am thinking about writing, talking about writing, writing about writing or teaching about writing. Maybe I’m obsessed, who knows?
One of my other passions is business. I love to work with business owners on how to better use the resources around them to grow. Some of the most powerful resources available to grow a small business are people and content. Most business problems can be solved with improved communication, and sometimes that means writing — happily for me!
If They Can See it They Can Buy It
I recently spoke to a group of online business owners about how to use writing to grow their business. Now, I did not deliver a boring technical speech about SEO and algorithms, or a mind-numbing presentation on subject-verb agreement. Instead, I focused on some common sense ideas for increasing business.
Here is the basic logic I focused on:
- Many online businesses are launching today on an existing platform like Ebay, Etsy or Amazon. These platforms offer existing markets, thousands of people who already shop on these platforms and are there to discover the products you sell. The key to success on these crowded marketplaces is visibility.
- The goal for most online sellers is to move their business onto their own platform. On your own website, you control everything from the images to the product descriptions. You have a chance to fully develop your brand into a stand-alone business. Existing e-commerce platforms offer a concentrated market, but it is just a small percentage of the total market available on the internet as a whole.
- Visibility is the primary barrier to building an e-commerce business. Either on Amazon or your own website, you are competing for buyers’ attention with many thousand competitors. The average buyer spends just a few seconds choosing a product from search results. If your product does not come up on the first page, you are unlikely to make the sale.
- Amazon, Ebay, Etsy and other similar platforms are microcosms of the internet. The same strategies that help your product gain visibility on these sites can also work for your website. If you are already selling on one of these platforms, you’ve done the hard work. Now you just need to transition that strategy to your website.
Of course, this is assuming you have a great product, and it is in high demand. Once your listing is showing in search results, you will see your sales take off. If visibility does not increase your sales, you need to look at some other aspects of your offer.
Insert Writing Here
All this talk about online sales and product visibility, but I haven’t mentioned writing, yet. Well, buckle-up because here it comes!
We already know the online sales cycle works like this:
- Customer goes to Google to find a product
- Google returns a list of websites that match the search request
- Customer checks the first few, finds the right item and buys it
Keywords are what makes the right websites come up in Google searches. Google uses a mathematical formula to rank websites, putting the most relevant at the top. The key to showing up in Google searches is to get indexed by Google.
Google reads the words on your website to see if they match the search terms. The more relevant words Google finds, the higher your website will rank. Every time you add more words to your website, Google reviews and updates your indexing.
The best way to add words to your website is to write a blog and publish it consistently each week. A blog gives you an opportunity to talk about your products in a unique way and continue to build out the look and flavor of your brand.
Here’s the part where you save time. You already know what to write about because you have done your keyword research. The same keywords that identify your products and help your e-commerce listings succeed will work for your website. You are trying to reach the same customers, there are just more of them on Google than on Ebay.
Every time you launch a new product, make a list of your top ten keywords. Be sure to include those keywords in your next ten blog posts. Depending on the topic of each blog, you can mix and match keywords from other successful product campaigns. Throw in ideas from your bullet points, which are already full of relevant keywords, and you have plenty of material to get started.
If you’re really pressed for time, send me your topic ideas and keyword lists and let me handle the blog writing for you. New Day Strategies has three different levels of blog service to meet your SEO needs.