FAIR FRIDAY

"Ich mag es minimalistisch, aber lege Wert auf besonderere Schnitte und Stoffe"

Givn Berlin: Wer Dich sieht, erkennt auf Anhieb ein Gespür für Mode. Was ist Dir bei Kleidung wichtig?

John Falke: Vielen Dank für das Kompliment. Genau wie die Musik bietet auch die Mode eine Möglichkeit sich selbst und seine Persönlichkeit auszudrücken. Ich mag es minimalistisch, aber lege Wert auf besonderere Schnitte und Stoffe. Ich habe lieber wenige Stücke in sehr guter Qualität und mit dem gewissen Etwas, als viele kurzlebige Teile.  

Givn Berlin: Auf welches Event freust Du Dich dieses Jahr noch besonders?

John Falke: Neben meinen eigenen Gigs auf die ich mich immer sehr freue, steht auch ein Ausflug nach London zu einer besonderen Party im Printworks an. Das ist echt eine einzigartige Location, die nicht mehr lange als Veranstaltungsort genutzt werden wird. Deshalb freue ich mich umso mehr, beim Event in der besonderen Halle dabei zu sein und vielleicht sogar einen meiner Tracks dort zu hören.

"At Work"

In Conversation with Mickey Mouse

To make your blog an effective sales machine, integrate your product into your content in a way that doesn’t scream BUY, BUY, BUY. Here are five steps to provide relevant information and eye-candy to lure readers in and help convert blog posts to sales receipts.

Images: Mick Rock
Words: Theo Adorno

Many companies spend lots of resources and effort to create a blog that supports their business, particularly the sales process. Yet many corporate bloggers complain that while blogs contain relevant information and attract visitors, they can’t track how their blog has influenced sales. Social media has raised customers’ expectations about the information they need before they purchase. If your blog content is relevant to prospects’ and customers’ needs before and after purchase and your products deliver on their promise, you can convert your blog into a sales machine.

3 cs of using your blog to sell

Content. Provide useful, educational and entertaining content. Present information based on your product offering and customers’ problems or needs.

Context. While your end goal is to sell, consider the context of your blog posts. Here, you’re a tour guide through your firm’s extended offering – not an auctioneer. Your job is to show readers how to use your firm’s products.

Commerce. Once you’ve given your readers useful information in a meaningful setting, they may be interested in actually plunking down their credit card. Unfortunately, here’s where many business blogs stop. Blog editors, familiar with their company’s e-commerce site and how to find specific products, can assume readers innately know how to find the product or have the motivation to track it down. Don’t get me wrong. Some very small percentage of prospects will to go extreme efforts to find the product. Unfortunately, the rest will just leave or worse go to your competitor.

Ways to convert your traffic to sales

To make your blog an effective sales machine, integrate your product into your content in a way that doesn’t scream BUY, BUY, BUY. Here are five steps to provide relevant information and eye-candy to lure readers in and help convert blog posts to sales receipts.

Provide useful, relevant information. Show prospects how to use your product, give them instructions or how-tos, and/or entertain them.

Showing making procedure is a good way to guarantee product quality

Include a variety of different forms of content. Photographs and videos are particularly important because readers tend to be visual and want to see your product in action.

Make it easy to buy by eliminating stumbling blocks to purchase. Don’t assume customers know which item you’re talking about in your post. Provide a link directly to the product page or just link the product to your blog so they can buy if they want. If it relevant give readers more than one way to get to the product.