We spend a lot of time talking to suppliers and buyers alike, getting to know what they’ve found does and doesn’t work in terms of marketing and selling seafood online. A recent conversation with a supplier revealed some interesting insight and perspective, noting that blogging about seafood isn’t effective in increasing online sales. What’s interesting about this is that further conversation showed that this particularly blogging effort had only consisted of a two month period and no one but the supplier knew it existed... For a seafood blog to really pay dividends, you need to give it a bit more of a go than that.
In light of the above, we’ve got 5 reasons why seafood bloggers might fail in converting into more sales so that you know what to avoid in executing your own efforts:
Growing your audience of readers isn’t something that happens overnight. Even if you’ve got the best seafood content in the world on your blog, you need to take the initiative and hit the digital pavement, so to speak, to let people know that the blog actually exists and you’re regularly publishing insightful stuff. You need to build these distribution channels through a strategy that works for you - whether it be email or social media. But don’t expect that all of a sudden that because you have a blog, millions of people will be flocking to your website - they don’t even know it’s there!
Many people (both inside and outside the seafood industry) think that their blog, and content in general, should be refined, perfectly written gems of literature. But that’s not the case. Simply writing about your experiences in seafood, the industry you love, and doing so in your own personal voice is enough to attract readers to what you’ve got to say. Regardless of whether you think that a blog article you write may or may not be a worldwide success, it doesn’t matter because your audience is going to love that you’re passionate enough to put the effort into writing it.
Similar to expecting immediate results, it’s imperative to a content strategy’s success to devote time and resources into promoting it through your preferred channels of communication. Having a secret blog full of amazing content that only 3 people in the world have ever seen isn’t going to get you more seafood sales, is it? An argument could even be made that spreading the word about your blog is an even more important task than actually writing it...
Yes your blog is about your seafood and your business. But it needs to be targeted and attractive to your audience. What aspects of your seafood do they like, what parts of your business do they find interesting? People aren’t going to read your content simply to do you a favour, they’re looking directly for what they can get out of the reading experience.
So you’ve got an interesting, well promoted and widely read blog for your seafood brand with lots of people commenting and giving feedback - but what kind of impression is left on those readers if you don’t answer their questions and respond to their interest? You need to be vigilant in communicating to your audience when they show interest in your blog. And it isn’t about being polite. Establishing and reinforcing those connections is what turns readers of your blog into highly lucrative buyers of your seafood online.