EU265: Using a Blog to Engage your Audience and Sell your Products


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Paid traffic works great, but never underestimate organic traffic! In this episode, the guys go over how you can form quality SEO content with blog posts and repurpose that content into emails! This leads to higher conversion rates and longevity of a customer!

Don’t forget to text us to get your business set up with converting email flows!
Text EMAIL to 8 4 4 – 6 4 3 – 0 7 4 5.

This is a direct transcript. Please forgive any grammar or spelling errors.

Kevin: Small little information revolving around your product.

Jason: We started, you know, writing these blogs about specific product of problems that people are searching for

Kevin: Just creating content like this on a regular basis at a really good length will over time allow you to get more exposure on certain things.

Jen: You’re listening to eCommerce Uncensored with Kevin Monell and Jason Caruso,

Kevin: Hey everyone. And thank you for joining us on another episode of eCommerce Uncensored. My name is Kevin Monell and I’m here with

Jason: Jason Caruso on take two, man. Take number two,

Kevin: take number two, take number two. Interrupted you when I shouldn’t have before. Exactly. You were deep in thought. So we’re trying to start a fresh episode here, right?
Uh, but before we get started guys text the word, email to 8 4 4 6 4 3 0 7 4 5. If you’re looking for help to grow your revenue from email.

Jason: Yeah. But, but Kevin, we need serious inquiries. We’ve had like several people reach out. And then kind of ghost us, so to speak, like we follow up and we don’t hear from them.
So I, we would appreciate it if you guys are serious about, you know, this service, um, because I don’t wanna have to hire people Kev to like, do these calls. Like I like talking to the people that are, are, are scheduling these calls, but if we’re gonna. If this is gonna be like a cat and mouse game, I think I would just prefer hiring someone so that , we’re not doing it.

Kevin: Um, yeah, I was gonna say that actually, like, I really do enjoy getting on the phone with, you know, store owners and learning more about what they do and, and how we can help them. But like when it comes down to it, like this is serious commitment that we wanna, we wanna help people. So like you said, serious, uh, inquiries, only text the word, email to 8 4, 4 6 4 3 0 7 4 5.
You’ll get an email back. You’ll get a text message back from us so that we can learn a little bit more about you, about your business and how we can help, how we fit in. Yep.

Jason: That’s it. And, uh, Kev, before we get into our episode today, um, we have some exciting things going on. one of which is I’m writing a book.

Kevin: It is exciting. That’s absolutely exciting. Never, never would’ve thought. Never would’ve thought

Jason: because I hate, I, I’m not like a reader. I, listen, I listen to books. I listen to a lot of books, but I don’t generally, um, I don’t generally read, ah, I should take that back. I read while I’m listening. I don’t do both.
Yeah. I just don’t take a book and go under a tree and read. It’s just not like my thing. Um, but I’m writing, I’m writing a book, not about eCommerce, but about, uh, selling courses. Um, and it’s really exciting. I’m, I’m, uh, I’m finding out a lot about myself in this process. Um, like in terms of. I’m terrible at typing this book, but I’m really good at like talking the book.

Kevin: Yeah. Because I’ve seen you, I’ve seen you type an email before and it can go on for a while. Yeah. Going back, rethinking things. So it’s cool to see you working through all these pages. Yeah. It’s pretty

Jason: interesting. I, I have like thousands and thousands of words already, so, um, Anyway, I just wanted to kind of throw that out there.
I don’t know why I wanted to, but I did

Kevin: coming soon

Jason: coming soon. Yes. But anyway, so today’s episode Kev. We’re gonna talk about something, um, that I don’t think we talk a lot about, but it pays dividends. Uh, if you commit to it, I don’t wanna just say like, it’s a magic. So to speak. But what we’re about to talk about today has, has been responsible for, has been partly responsible for, for some crazy growth of, of our clients.
Um, and, and that is a blog because, uh, eCommerce people like us tend to. Focus most of their energy on the physical product, mm-hmm right. Like that’s like as a eCommerce brand or, or a company, right? Like you’re selling physical products for the most part. And, uh, you know, I don’t think a lot of people think that a blog could be an asset to an eCommerce business, but the truth is, is.
We’re actually talking to somebody who texted us through email, um, and who now we’re we are working with. And, uh, we’re actually talking to her about doing some blog posts. Um, don’t know if she’s gonna go, go forward with it. But the point is, is like, this is something that we see work really well. If done.
But it’s definitely a commitment. Um, but anyway, I just wanted to kind of, you know, uh, open it up with that. So why don’t we. Why don’t you tell us a little bit about how this works, what exactly, what exactly you and the team do to make this happen? And, and what are you seeing from this?

Kevin: Well, I think cuz we, we come on here a lot and we talk about email.
We talk about email frequency and when you have a store and like you said, that in you’re focused on your product, you’re focused on your offers and. You don’t wanna flood your, your email list with just offers and information about your products, because that’s gonna create like this, you know, customer business relationship that kind of is more short, short term for me, I think, as opposed to a long term relationship with your email list or your customer base.
And sometimes it can be hard to like, okay, what am I supposed to send to people if I can’t send them about my pro. If I’m not, and I don’t wanna send them at my products and my offers all the time, what else can I send them? And I think that’s really where a blog can be most effective is, is when you can produce content on a regular basis revolving around your product.
Obviously. I mean, I think that’s, you know, pretty obvious, but small little information revolving around your product. Can do a number of things. And for one, you said, you mentioned SEO, which is obviously not a short, it’s not gonna, you’re not gonna post a blog and then start having SEO traffic immediately.
It’s more of that long term approach. And eventually you’ll start listing organically and things like that. So that’s more of the long term approach of blog, but really short term. It just gives you an opportunity to send your list, entertaining things, information about. That niche.

Jason: Right? So let’s, let’s back up a little bit.
So as a, uh, sending emails through, as an eCommerce brand, right, we have a tendency to send the emails that are heavily, heavily product focused. And what you’re saying is like we find over time that too much of that. Starts making people ignore your emails, so to speak, right? And they start looking at the email like, oh, here’s another offer. Here’s another offer. But if you can blend a blog post strategy into your overall email strategy, it allows you to not only send more emails, which you can, because it’s, it’s it’s value. But also those blog posts later on will start ranking in Google, which will give you free exposure, um, over time. Right.
And I think, um, You know, when we started doing this with one of our bigger clients and at first we were doing it and it was like, okay, you know, people are coming to the website through these blog posts of we’re sending emails through these blog posts, but they, they really weren’t sticking. I mean, this is like three years ago.
They weren’t really sticking. They were just kind of like, Ugh, all right. You know, and then we learned how to use those blogs to actually. Channel the reader, um, back to the product. And I think that’s where things really started taken off from, from the blog perspective is that we started, you know, writing these blogs about specific product, uh, problems that people are searching for.
So. What we would do is we would send out emails that would basically tell us if this blog was hot or not. Right. Um, and sort of play off of the ones that were really working well.

Kevin: Yeah. And think about what that does. If you can create an email to a blog post, um, You’re, um, you’re kind of engaging them on a different level.
More like you’re just providing value to them, but like once you get them to your website, think about all the things it does. Like, uh, you know, they can just, cause I do it all the time. You go over to a website and then you notice, you know, you have a sidebar, you have all these other things that are going on in a website with the navigation, you start getting them shopping.
You get, you know, you can introduce within the blog, you introduce, you know, engaging with them on social or anything like that. And what it does is it just kind of puts them in your funnel. You know, if you’re doing Facebook ads, you’re doing Google ads, you’re doing retargeting. You start the pixel picks up on them.
Then they go over to their social media. They see you again. And that’s when maybe you bring in some of your products, product information, while they’re on the blog towards the end, you can introduce your products, how, you know, you have this valuable piece of information and guess what? We have the product that helps you with.
Information it’s like your product

Jason: is solving, it’s introducing a problem. And then the product is solving that problem in the blog

Kevin: post, basically what it is. Right. Right. And you, and you kind of, you kind of take a subtle approach in that, like you, you write this content and be like, oh, Hey, we have this other thing.
Or, or maybe it’s just like, uh, you know, featured products at the bottom, you know, you’re not even like directly selling to ’em. They just happen to see like a picture of your product toward the bottom or a video. It’s just like, It’s a good way to engage your audience and get them back into your funnel.
For instance, if you have like, if half your list, hasn’t opened an email in a while, there’s obviously a reason for that. They’re tired of getting your offers. They’re tired of, you know, seeing just products all the time, you know, to reengage them and give them some P valuable piece of content. Send them back to your site.
Get them re-engaged and then you can start, you know, with the offers again, after that. Yeah. And it’s

Jason: a really good way to get some people who aren’t opening your emails to start opening them. Right. Because instead of saying, you know, something like, um, uh, 50% off or whatever, you know, if they’re not ready to buy the product, they’re not gonna.

Kevin: So like, this is like a, you start training, you’re train your list that you’re just sending out offers in your product all the time. So they’re just gonna ignore ’em if they don’t unsubscribe. Right. But if like the subject

Jason: line says something like how to fix a bike in three minutes, that obviously changes.
Right. And like, so if like you own a bike company and you sell. Whatever, uh, pump an air pump like a, a tire pump. You may say something like how to fix a tire in three seconds or less, write a blog about it. And then in that blog, you can use your product as the, uh, the answer to, to the, the blog itself. And that’s one way to do it Um, and, and I think ke you bring up a good point about, you know, nowadays. With tracking and with, uh, retargeting and that sort of things. And yeah, obviously iOS 14 made that a little harder, but with all that stuff going on, it’s not just about always that, uh, That first initial sale. Like sometimes you have to warm people up. I mean, especially the people aren’t who aren’t like the hyper buyers, right? Like there are people that you have to warm up over time, you know, it’s funny we talk about, um, this people have to see your product seven times before they buy. And, uh, that was actually, actually, I just read it in a book that I’m reading right now, um, by Dan Henry, he talks about how in 19, like. I don’t know, 13 or something like that. That’s where that came from. It’s like, it came from like an old from 1913 that they did like a test to see like how many times people had to see your product. Um, and they found that it was like seven. Now there’s an argument to be made that nowadays with all the noise out there, they need to see you even more than seven.
Um, and, and, and understanding that your list and your audience. They are all in different places of their journey with your brand. So just sending offers is. Only talking to one part of your, of your list. Whereas if you can send them information about a, a problem, they’ll keep you in mind when they have that problem again, or when they wanna solve that problem or whatever.
But the point is, is like everybody’s at different points in their journey. So you have to kind of treat everybody differently. Um, and I don’t mean everybody specifically. Each group of people differently, right? Some people are gonna buy now, some people are gonna buy in 30 days. Some people are gonna buy in 45 days.
And having a blog, uh, or, or, you know, creating content like that is a really, really good way to, like you said, reengage people,

Kevin: it’s a good way to engage a cold audience too, because like you said, with all the things going on with social tracking and, and, you know, even targeting on Facebook, it seems like every time I go into Facebook ads, it’s always like, you know, we turned off this targeting.
You can no longer use this demographic. I. Using content to target on Facebook ads is a really strong strategy to build an audience and a very, you know, niche down audience to like have a blog, run a Facebook ad to a blog. Like you said, how to fix a bike in, in three, three days or what? Three seconds.
Three seconds. Three seconds. But like you’re a bike company, right? So you are. You, you see that click over, you can then gather that information. You gather that person on your pixel, if you can, or they subscribe to your email list after clicking through to your blog, you’re, you’re building, um, a targeted audience just by creating content that is targeted basically.

Jason: Yeah. I mean, and the, the other thing that this does is that, and, and, you know, Klaviyo does this a lot, like. It’s a really easy way to talk about new products or new features like Klaviyo sends out a lot of blog posts. And a lot of times it’s about like a new feature or a new something. And, um, you know, if you have a product that people are actually using.
Like more than once sort of like a Klaviyo, which is like a SAS. Um, but if you’re you have a product like that, where people are kind of waiting for new things, it’s a really good way to like, introduce new features or to introduce a new product. Um, and twist it a little bit. Maybe you don’t say like, Hey, here’s a new product.
Maybe you say, uh, you know, something like, uh, 20, 20 summer, 2022 summer styles. or summer trends. You could do things like that, where there’s actually, it’s not really talking about your product, but it’s a trend for, you know, summer 20, 22, right? And in there you can have your

Kevin: products and people love tips.
People love, you know, checklists, you know, seven ways to do this five tips to do this. You know, people love that. Um, any anytime where you can number a list, I think is really effective too. Um, I just wanna touch on SEO for real quick, because I mean, we don’t necessarily focus on SEO and our agency. Um, but we know that this strategy does affect your SEO long term.
We I’ve realized over time. Yes, you can. You can hire really high end SEO company and spend a lot of money and they can kind of, um, uh, uh, speed up that process. But just creating content like this on a regular basis at a really good length. Um, well the, the blog posts had a really good length, right? Yeah.
The blog posts had a really good length will over time allow you to get more exposure on search engines,

Jason: you know, especially if you hit on something. Yeah. Like we, we hit on something accidentally. Right. Remember that one blog that, um, Brianna wrote or whatever.

Kevin: Yeah. The protective styles. The protective.
Yeah. Like we,

Jason: it was like an accident. It was like, it just blew up. So,

Kevin: and the way people are searching, you know, nowadays the long, those long tail keywords where they’re typing in, you know, seven to 10 words in their search, not like before, where they were just type in hair, you know, people aren’t doing that anymore.
People are really being descriptive in your, in the searches. So when you can focus on some of those long tail keywords, it can be really effective because there’s a, you know, it’s amazing when I look at some of the search traffic on some of these long words, I can’t believe that that many people are searching, you know, So descriptively.
So those seven to 10 words where there’s not that much competition where you can really sneak in to that search engine and, and gather a lot of traffic from it.

Jason: Especially if your, if your blog is well written, like that’s, the other thing is like, you know, you don’t wanna just throw up a, a two paragraph piece and think that’s that’s, you know, like you wanna be, you know, a thousand words, um, you know, You know, 500 words or, or more, um, I I’m finding like that.
Uh, I, I like, I used to like hate seeing these long blogs, but I’m finding like the more and more that like I’m writing the more and more I’m reading, which is interesting because now I, I. I’m just in that kind of that world these days. So I like reading something that’s in depth that kind of talks about things specifically.
And, um, cuz it allows me to make a decision or, or, or an educated decision on whether or not I should buy the product or not. So, um, and that’s really, all the book is too, like I’m writing this book. The book is really just like a long blog post. Right. Really what it is, you know? So, uh, yeah. Anyway, there are lots and lots and lots of reasons why you should have.
Not only just a blog, but a strategy for, for, for a blog. Um, and we’re seeing a lot

Kevin: of benefits from it. Yeah. And sitting down and, and writing a blog can seem like overwhelming, I think. But for you, you know, you using your dictation software, even, what is it? Google doc, you just doing it in Google docs and

Jason: you’re just doing, yeah.
I’m just saying Google docs using like a microphone and, um, you know, it’s not perfect, but I I’m gonna go back and edit it anyway. So it allows me to. What’s in my head on paper, which was always like the hardest part for me. Cause I don’t type fast enough. Um, so if you’re, if, if you, if you’re the same way, just dictate the blog into like a Google doc and it’s pretty good.
I mean, it doesn’t know when you’re you’re you have a period. You have to actually say like when you’re texting kind of thing you to say like period or comma, which I don’t even do. I just talk and then. I’m gonna go back and then

Kevin: just edit it later. But yeah. And you could do that whenever. I mean, you could do that while you’re driving.
You could do that while you’re just sitting out by in your yard or whatever, and

Jason: you would be surprised at how many words you speak in, in like in a timeframe that you like. I sit down and I literally give one thought and it’s like 500 words. I’m like, Ugh, really? That like, I like, it would take me like three hours to type.

Kevin: You know what I mean? So, no, we, we transcribe our, our podcast on our website and after they finish doing it, I’m like, wow. That’s like really a long blog post . Yeah, yeah, yeah. So we rep we repurpose it for that reason. So now we have all this content on our, on our website that can eventually be found on a search engine and that’s a good way to do it too.
Yeah. And it doesn’t, you know,

Jason: one thing with a blog is it’s not like it’s not like running a sale where you’re like, okay, You know, 50% off and now you get $5,000 or $10,000. It’s not really like that, but over time it will give you exposure. People will start trusting you more. It may get ranked in Google.
So like it’s, it’s more of a longer term strategy, but. We’ve seen it pay, like I said, dividends, if

Kevin: you’re consistent with it. Yeah. Great for welcome series too, like content for your welcome series where you’re just bringing somebody on for the first time sharing, you know, create that series, that flow, that they automatically get a, a few blog posts every couple days to get them engaged in your business.
Right. Exactly. All right, cool. Um, anyway, before we go text the word, email to 8 4 4 6 4 3 0 7 4 5. You’ll get a text back from us. We’ll learn a little bit about your business and we’ll see how we can fit in how we can help you grow your revenue with your email. That’s right. Thank you guys so much as always, you could check us out at eCommerce, and we’ll talk to you guys real soon.

Jason: later.

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The post EU265: Using a Blog to Engage your Audience and Sell your Products appeared first on eCommerce Uncensored.

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