There’s an incredible truth when it comes to the written word and ecommerce – a simple piece of content can mean thousands of dollars for your company. That’s right, just a handful of expertly crafted ecommerce web copy pieces will benefit your company with more revenue than you thought possible. You keep reading the 10 Reasons Why Content Is Important blog postings, but now it is time to look at a few case studies showing just how important content is. Nothing can beat a real time example or two.
Introduction to Brafton
Maybe you’ve heard about Brafton; they are a great content marketing resource that we use for many of our blogs. They provide great information and expert tips on how to get your brand out there effectively and awesomely. Their long slogan is, “Brafton fuels your brand with smart strategies and excellent content” and their shorter, easier to remember slogan is simply, “Fuel your brand.” Gives a decent image of what they do, doesn’t it?
The workers at Brafton started out crafting content for major businesses a decade ago and once the Internet search market began to grow, so did their business. Why? Because the sites they wrote for ended up listing high in the results. This made everyone want to use them and made them become a leader in the content marketing realm. They are a priceless resource that can teach you many useful marketing tricks.
Let’s Take A Look At One of Brafton’s Clients
Brafton works with an ecommerce company that sells trendy footwear in New York City. They started crafting short blogs for the company and publishing large images to connect with the company’s client base. Eventually, this company decided to make different landing pages for their most popular shoes: Nike and Jordan shoes. Unfortunately, the landing pages lacked keywords and other written content, meaning the company lacked site visits and orders.
When Colin, a Brafton employee, ran an organic search utilizing the keyword “Jordan Shoes” he realized that the company’s competitors were ranking 3rd and 4th on the SERP, which led to 11 percent and 8 percent total clicks (respectively). That is a lot of clicks and revenue for those companies and Brafton’s client was missing out. Colin pointed this out to his client and showed that even if they ranked 5th, the company would have approximately 15 clicks per month at a conversion rate of .0122. The average order value of $117.52 was calculated showing that the company was missing out on $21,506 a month in revenue. At first, the numbers seemed small, but it totaled up into a significant sum! This company was losing approximately a quarter million a year because of their lack of written content.
After implementing a few keywords, the Jordan shoes landing page is now generating 172 visits from organic search results and moved from ranking at 114th on the Google SERP to 25th. Are you starting to see just how important content is?
Now, Let’s Take A Look At One Of Our Own Clients
One of our clients is another great example of how content will help bring in more revenue amounting to thousands of dollars. Our client has a very niche ecommerce shop that only focuses on one product, getting rid of grey hair. This is definitely a market many people are interested in and there are many different shops out there, making it top priority to get our client noticed. Our client began by requesting three to five posted blogs from us with a wide selection of keywords to use (over 200). We focused on SEO for each blog, attempting to make each one stand out and make our client a leader in their field.
Our client reported to us how much success they had seen since requesting our services in mid-2013 towards late 2013 and the results are incredible. The report helped us to pinpoint the hot button topics for this client’s site, which helped us begin narrowing down the keywords for future blog postings. We also learned that we should adapt one specific voice style for all postings. We are using this information and are now posting weekly blogs using hot button keywords with that specific, consistent voice.
The report also showed that just one of our blogs, just one, brought in over $800 in revenue for our client! Other blogs brought in anywhere from $70 to $200. While those numbers might seem small, over the course of a year that number will be very significant, especially when you combine it with the $800 revenue.
When writing these successful posts, we made sure to write on hot topics within the community and wrote in a manner that spoke to our client’s customers. We always make sure that all of our blog posts end with a very clear call to action. This really helped bring in that revenue for the client.
Our client is very happy with the results and is continuing to see amazing growth in their niche market. The next step we are taking with them to help promote their store further is by having them set up a Google+ account to establish authorship. We are excited to see what the future holds for this company and how much more revenue they will begin to bring in once they switch to utilizing Google authorship.
See, Content Really Is Important
Now you can see that the power of one blog can really impact your revenue and can create a successful business. You no longer have to rely on what you read in blogs – you have actual proof of how content will bring about success. You need to start taking content creation, including ecommerce web copy, seriously and begin crafting content that is both high quality and optimized for the search engines. Once you have done this, you will begin to see your business become incredibly successful and you will be grateful you decided to dedicate time and money into your content marketing. Get ready to see some excellent results and maybe do your own case study!