At one point, blogging was seen as an unprofessional niche, now bloggers wield incredible social influence, especially when it comes to shopping. This is no different, and perhaps even amplified, when it comes to the sale of organic products. In today’s post, we’ll briefly explore how bloggers influence purchase decisions as well as why you should be leveraging that to the benefit of your organic business.
Boosted Brand Awareness
The role bloggers play is both straightforward and powerful. First and foremost, it means your brand is being mentioned on sites that features regularly updated, unique posts containing quality content. Right off the bat, that’s boosting the SEO of your brand’s name, even if it isn’t directly boosting the SEO for your brand’s actual website. Your brand and your organic products are going to pop up more often in searches, all in direct association with these trusted thought leaders. Sometimes, it’s as simple as an amplified boost for your offers, like the deals shared on All Natural Savings, which improve brand discoverability with coupons, freebies, and much more.
Furthermore, it offers a natural way for customers to discover information about your brand without them needing to actively seek your brand out, which invariably puts your brand in a more favorable light earlier in their path to purchase. (In fact, 46% of consumers use blogs for initial product investigation, and another 43% use them for inspiration.) You could say that it’s a version of digital word-of-mouth influencer-marketing; while the terminology is normally reserved for discussions about social media, it doesn’t change the fact that this kind of word-of-mouth results in a 37% higher retention rate that often leads to more than twice the sales of paid advertising.
Attract the Right Audience
Bloggers are also keyed into the motivations of the organic consumer, in large part because that’s exactly what they themselves are. They understand the underlying interests and, more importantly, the underlying concerns that people (especially parents) have when they’re trying to be health conscious, socially aware, and environmentally friendly for themselves and their families. That also means that their audience is effectually your audience, and by getting your brand mentioned on the blog (or even reviewed, but we’ll get to that in a moment) you’re putting your brand directly in their line of sight. This contributes to the frequency customers need to be exposed to your brand on their path to conversion in a very native and authentic way.
Consider the fact that, according to 2015 analysis of holiday shopping the previous year, roughly a quarter of consumers made purchases thanks to the influence of a blogger endorsement. While a review is even better, that means even being mentioned by a blogger can make a pretty significant impact. This post by Crunchy Beach Mama, for example, shares information about free samples, and while her commentary is distinctly positive, it doesn’t quite reach the level of a review. You could say the post is a sampler about samples, and it puts a number of brands in front of her readers. Similarly, Natural & Thrifty advocates for Wholeshare for the simple fact that it made her life a little bit easier, while Veggie Lisa partnered with a retailer to offer an exclusive deal to her readers for similar reasons.
Reviews that Consumers Trust
Quite simply, consumer trust in peer reviews is on the rise (nearly 55% view online reviews as fairly, very, or absolutely important to their decision making), and consumers only want to hear from brands themselves in the ways that they choose themselves. Again, this is often viewed in the narrow context of social review sites like Yelp, which are extremely influential in their own right. However, it applies equally to the reviews made by influencers such as organic bloggers — blogs are the third most influential source of information used to shape shopping decisions.
This is thanks to the fact that they’re 100% authentic and extremely credible, and readers expect a real-life, practical perspective on products that’s unbiased. A great example is the price comparisons featured on All Natural Savings or Big Green Purse’s review of an eco-friendly dog bowl.
Whether or not you understand the role a branded blog should play in your content marketing, it should be clearer now that the role bloggers play is a fairly influential one. By understanding how bloggers influence purchase decisions, you can be sure that you’re tapping into this incredible resource to raise brand awareness in a way your customers are ready to trust.