Two interesting statistics presented in the article as relates to blogging and sales were:
- 61% of customers made a purchase as a result of reading a blog post; and
- 60% of customers felt positive towards a brand as a result of reading their blog.
Blogging about your product has a direct positive influence on your sales. But how?
61% of customers made a purchase as a result of reading a blog post.
The art of sales is the art of conversion: converting browsers to buyers, the curious to customers, and prospectors to purchasers.
In 2015, consumers are far savvier when it comes to making purchase decisions. Because of the wealth of information on the Internet, buyers know they don’t have to rely on adverts and the word of a salesperson. Along with these, they can browse the web for in-depth product reviews and demonstrations, wikis, customer reviews and discussion forum conversations.
Blogging about your product creates an additional channel that potential clients can use to learn more about what you are offering.
60% of customers felt positive towards a brand as a result of reading their blog
I highly recommend reading this blog post for an in-depth analysis of what motivates consumers to buy, but it all comes down to this:
Human beings are emotional creatures, and we make decisions based on emotion.
We may justify our decisions rationally after the fact, but the decision is already made based on our emotions.
Any experienced sales professional will tell you that it’s how the customer feels, and not how much they know about the product, that will convert to a sale. This is why images, lighting, texture and sound are more powerful influencers than pages of product information. Customers feel more comforted on carpet but view the products as less comforting, supermarkets play relaxing music to put their customers at ease and more likely to spend time browsing, retail stores choose lighting that will make colours more vivid… the list goes on.
Blogging about your product creates an additional channel that potential customers can use to set their minds at ease about purchasing from you.
Blogging and sales – the bottom line?
Information is important to customers, but not necessarily because they need to know more about a product. The more information a customer obtains, the more reassured they will feel that they are making the right purchase decision.
If a customer is choosing between brands and they can find more information about your product than your competitors, they are more likely to feel comfortable buying from you. Blogging about your products is one way to do it, but consumers will take self-praise with a grain of salt. Sending your products to independent bloggers to review will remove the veil of company promotion and reassure customers that your product really is as good as you say it is. Doing both together will show your customers that you not only believe in your own products, but others do too.
Blogging is a readily accessible and affordable way to directly impact your sales. By blogging about your products, and sending your products to other bloggers to review, you are greatly increasing your chances of making the ever-coveted conversion.