Tech Tips

Tailoring Your Blog Content Strategies to Shoppers

It’s no secret that e-commerce is quickly overtaking other sales modes in multiple industries, because many consumers are conducting their shopping online rather than in bricks-and-mortar stores.

In just the fourth quarter of 2013 alone, the Census Bureau of the Department of Commerce announced that e-commerce generated $69.2 billion in sales in the U.S. This phenomenal number keeps getting higher every year.

As bloggers, we should have consumers’ best interests in mind whenever we discuss products. Consider implementing the following strategies when you market retail products and services on your blog, if you haven’t already.

Price comparisons

When you review a product, it’s important mention where it can be purchased. Some products, especially electronics, can be purchased from major retailers such as Best Buy, Walmart, Amazon, and other websites.

It’s crucial for you to list some of these options, so your readers realize the selection available to them. You might want to draw comparisons between the shipping and warranty options and advantages for these retailers.

Most online shoppers turn to the Internet to conduct price comparisons. You can provide a better value for readers if you do the work for them, and create a handy comparison resource they can consult. This can be an excellent way to bring in repeat viewers.

Online coupons

Many online retailers offer discount codes and online offers via email, special website portals, and sometimes even in print publications. If your blog discusses certain product lines, give your readers tips on where to find these great deals.

Highlight some of the best mailing lists for specific product coupons. You might also want to give readers a heads up about coupon collection sites such as RetailMeNot, which shows crowd-sourced information about vendor deals and coupon codes.

Retailers like Best Buy will often post their newest coupons on their official website. This page will cycle out the old deals on a regular basis, so remind your readers that it’s important to act early to get the best deals.

Seasonal promotions

Mark your calendars and keep your eye on the latest retail news. While bricks-and-mortar stores participate in Black Friday, online retailers celebrate the holiday season with Cyber Monday deals.

This occurs on the Monday after Thanksgiving. If you’re planning to make any major purchases, this would be the ideal season to buy.

However, retailers host a number of smaller sales as well. Bloggers who want to jump the gun on these sales will often subscribe to major retail newsletters, so they’re the first to hear about a new deal.

Be objective

Ultimately, buyers are looking for the best information online to help them make an informed purchase. If a blogger nurses a bias toward specific products and retailers, that’s not in the shoppers’ best interests.

As you craft your content strategy, you’ll want to maintain as objective an eye toward the types of products, services, and retailers you cover as possible. Don’t be afraid to highlight the honest pros and cons; such information will be the most helpful to buyers who read your blog.

Online consumers often turn to blogs as a source of information before they purchase a product. Balanced, informative, and helpful posts that include price comparisons and deals can be extremely helpful for your readers.

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