by Holly Jackson
Everyone knows they should have a blog, but not everyone knows how to maximize the time and effort that goes into maintaining one. Blogs can be incredibly powerful marketing tools in the lingerie industry since we’re all so photo driven, but they can also be a massive time suck if you don’t have a plan and some hard goals in place.
Luckily, there are some easy ways to make the most out of your blog that won’t eat up all of your free time. I generally recommend implementing each of these suggestions one at a time so you can track your metrics and figure out what works best for you and your audience. All you need to do this is Google Analytics and a little free time.
1. Don’t expect sales right away.
Blogs can do a lot for your business, including driving lots of traffic to your online or brick and mortar boutique. Unfortunately it takes a certain number of visitors per month to make those statistics work in your favor and that number is pretty high. If you’re just starting out focus on things like traffic volume and the time that people spend on your site. Increasing those two metrics will get you much closer to lots of sales than embedding ten purchase links into every blog that you write.
2. Don’t worry too much about bounce rates.
Everyone knows that bounce rates are supposed to be low, but lots of people don’t realize that low is relative. Many very successful blogs have bounce rates that range between 60-70% percent and do just fine. Focus on other metrics like time on site and unique visitor numbers to give you a more accurate picture of how your blog is doing.
3. Networking has many forms.
Networking can be beneficial to your blog, but asking people to read it or to like you on Facebook isn’t the way to go about it. There are lots of diverse ways to stealthily network and provide real information to your readers at the same time. You can post interviews or profiles of new designers, or even post some of your favorite pieces that show a trend or a theme with links back to where you found them. All of these things will encourage other people to promote you and to read your blog, and you haven’t had to beg anyone for a thing.
4. Use your sidebar.
If you have a well designed blog, it’s usually easier to sell off your sidebar than within a post. Make sure that you’re using it to showcase your newest products or your bestselling pieces. These can all be linkable, and people are much more likely to click on them as they read that way.
Holly Jackson owns The Full Figured Chest Copywriting, and specializes in lingerie writing and online content creation for lingerie companies. Her work can be found on lingerie boutique websites across the world as well as in national level campaigns. She currently writes six regular lingerie and marketing columns, and is a regular contributor to The Lingerie Addict and The Lingerie Journal as well asMcPeteSez. In 2011, The Lingerie Journal named her their number one copywriter in the lingerie industry.
Holly can be found tweeting @thefullfigurechest, here on Facebook, and reviewing the newest full-busted lingerie at her blog, www.thefullfiguredchest.com. Her list of copywriting services can be found here.