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the Big Blog Company | Blogs are good for sales - New Flash!
“Who yer callin' a sparrow, you schmuck?!”
The bird on the back.
September 29 2005
Thursday
Blogs are good for sales - New Flash!
Adriana Cronin-Lukas • Blogs & Blogging • Company blogs • Products & Services • Brand blogs 
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Finally, there are more articles like this: Blogs and Bling Bling: Companies See More Sales, Improve Search Position, this time from DMNew.com.

eHobbies.com, which says it has watched its conversion rate double from the normal 2 percent to 4 percent whenever site users visit one of its blogs. Since adding blogging to its site in May, 5 percent of the company’s overall traffic comes from its main blog destination, www.ehobbies.blogs.com. In addition, 5 percent of all orders have recently tracked to a blog-based coupon.

And it confirms that, as Weblogs Inc people like to quib, that BLOG stands for Better Listing in Google.

Blogging also is paying off in the company’s search engine strategy. As one example, the retailer has climbed from the 18th to the third position on Google when searching for Nomadio-branded digital radio control systems. The result occurred without paying for placement.

In the words of Seth Greenberg, CEO of eHobbies.com:

One of the great side effects of blogs is that they are search engine friendly. Once we realized this, we made a point to include better descriptions in blog posts. We look at blogs as an extension of our organic search engine marketing strategy. Paid keyword placements are costly and must be managed responsibly. We have thousands of products, so the more we show up organically in search, the less we need to rely on pay per click.

I always try to get people use pictures to add to what they are writing about. It adds another dimension and if you are going to let people in, you might just as well do it in style.

We try to lift up the covers and show the customers what is behind our operations, what our warehouse looks like. We want to show them the menu of our local sandwich shop and introduce our customers to our employees, who are also avid hobbyists.

Another case that brings joy to any biz blogger’s heart:

Jewelry site Ice.com said its search performance has jumped since introducing blogs six months ago. The jeweler’s keyword “diamond pendant” climbed from 31st to 16th in Google searches while “discount earrings” rose from 30th to sixth and “gold rings” ascended from double digits into the fourth spot. Page impressions at www.ice.com increased 30 percent in the period.

Full impact, with metrics such as ranks, impressions and search performance. Blogging sceptics, eat your heart out. grin

The truth is that any metrics to do with blogs should be used to see a different picture, not just a straightforward comparison with normal website metrics. For example, superior page impressions for blogs are a reflection of the nature of blogs - people go to blogs for different reason than they visit websites. Also, blogs are about sending people out to other interesting places, which means that the visitors come back for more. 

The page impressions tell us that people are spending more time at the site because of the blogs and are more likely to both purchase and come back. The investment to blogs has paid off in the sales coming from them. However, we are not necessarily looking at sales as the end-all barometer. We are also looking at the whole package: PR, site ranking, traffic and being in the forefront of online marketing.

There are now more and more of these ‘little’ successes. By little I mean that the success stories can now be dressed in the kind of language that the ‘media types’ understand, which make them harder to ignore. I find myself focusing on individual artisans who are their own masters and the impact from blogging on their business is obvious and ultimately measurable. More on this later, so watch this space…

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