When you have a great story to tell a Blog can be the best way to promote it. The evolution of the Edinburgh-based Auctioneers and Valuers website has moved on another leap with the addition of two major new developments. The RamsayCornish.com website now has an Auctioneers Blog as way of gaining and retaining site visitors. Already we are seeing a different type of site visitor brought in by the sale highlights news as well as behind the scenes views. Many visitors would go to a Blog but may not have been so keen to visit the company News page. Blogs are less formal, have wider appeal and are often easier to promote. Google certainly favours them as people tend to spend more time reading often more than a single page on a typical Blog visit, just do any search and you will see a Blogs are often ranked higher than classic website product pages.
Ramsay Cornish use their Blog to host the latest sale news, what value each item realised etc and forth-coming regular weekly sales and particularly future special event sales. These all make good content for search engines and also are great to promote via social media, especially for really topical items and even better with such a visual medium as each item on sale has already been photographed so why not make as much use of the images as possible. Links to their Twitter feed and Facebook page are on the site if you want to follow. Ramsay Cornish have also been carefully using e-mail marketing for a few years to keep potential buyers and also sellers involved with the latest news and special events and their has been a lot to report to a very loyal readership. If you want to join the e-newsletter you can sign up on the website.
Also added to their website is the new Live Online Bidding function, aimed to bring in a new audience right into the Sale even if they do so from their own home anywhere in the world. The full catalogue is picked up and shown on the Saleroom web auction portal real time allowing bidders involvement. This opens up the sale to a new audience of collectors and specialist buyers and should increase the value achieved by some items. At the same time the site now offers successful buyers the ability to complete the payment transaction for their purchase via PayPal, for ease if desired.
Google seems to agree ranking Blogs above company News pages and visitors spend more time and are happier to share Blog posts. And if promoted via social media they can gain short and long term traffic uplifts. This should form part of your social media strategy and to for instant proof your webstats will confirm traffic and site usage trends. As well as adding the Blog we have also included live online bidding on their website, inviting a potential global audience of collectors for the first time. You can view the current auction catalogue at RamsayCornish.com. We have been very pleased to help Ramsay Cornish at each stage of the sites evolution and by including Google Analytics it is much easier to really understand the customers needs and evaluate both the sites performance as well as the use of marketing efforts such as e-mail, social media and referring links.
If you want to see some great stats to back this up then read > “the irresistible business case for blogging” by Econsultancy
Posted by Neale Gilhooley, Evolution Design (updated 10/3/16)