7 Reasons Why Blogging Is Important For Your Ecommerce Business

You want traffic to your site. Blogging generates traffic for your site. Everybody understands the first part, but surprisingly few businesses grasp the second part. It’s tempting to give in to the idea that the only way to generate sales is engaging in direct sales. Handling inventory, nurturing your email list, and calling to make potential customers will only go so far past a certain point. If you’re spending all your time trying to convert customers, then you’ll soon be neglecting reasons for customers to discover your business in the first place. Blogging is a great way to build your audience and generate more traffic and sales for your business. Running an online store is no easy task and certainly doesn’t come cheap. Whether you have been keeping a tab on the e-commerce tips and tricks your competitors have been using or not, you need to blog.

So, why have a blog when the main objective of the website is to set up an online shop and nudge purchases? Today, people have a million things to choose from in the market. And the only way to get them to pick what you offer, is by convincing them that it is the best they could get. What is the point of having a blog when your primary objective is to set up shop online? It is no secret that business blogs do a lot for increasing online traffic to standard website platforms, but they also have several other benefits that specifically benefit e-commerce sites. Google and all other search engines that matter LOVE content; having more content – especially targeted, optimized content – will go a long way to boost your overall search engine rankings, leading to more sales for you.

Here are the 7 reasons why blogging is important for your ecommerce business:

Getting In Touch With Target Audience

Typically, ecommerce blogging does not involve direct marketing and promotion of your services or products. But, this does not automatically mean you are not using it as a form of marketing. It is just that – you are doing it in a more subtle way. In your blog, you discuss the industry you fall under and the services you can offer as well as resolving any personal challenges your customers currently have. This is a form of introducing yourself to your clients and a way to entice them into buying or hiring your services. When your blog articles are centered around teaching people how to get things done, those who find value in them will slowly begin to subscribe to your mailing list. And as you continue to add immense value to their lives, they’d constantly look out for your emails and would start to visit the blog on their own, while telling people they know, what you’re doing.

It works best when you ensure that you’re actively responding to each of the comments and private messages you receive from people. In order to gain a following for your blog, you need to be sure you are producing content that is not only enjoyable to read, but also offers information that will keep your readers returning for more. Most people will decide whether they want to continue reading by the first line of your post, while others may skim and find that your overall organization doesn’t seem worth their time to delve into. Giving them an avenue where they can speak their minds and feedbacks, and your job is to respond as quick as possible, this activity can help you sustain interests of your target market. This two-way communication can help you build trust and in return loyal customers.

Authorises You

If you have an ecommerce blog and you post regularly to it, you are developing a voice so you can be heard. It is important that this voice complements the voice you use for your business beyond the Internet. A great way to do this is to put yourself on the shoes of your customers. If you’re in your customer’s point of view, there are things you’d want and wouldn’t want. You don’t want to walk into a store and be greeted by “products, descriptions and buying options” as if you’re being forced on a fast lane. As a customer, you’d want to be greeted properly, be introduced to products at your own pace and be at ease that you can make your decisions in buying. An ecommerce blog allows you to do this by giving your customers information about you and it will build a sense of connection to you.

By constantly posting valuable articles surrounding a particular niche, people would come to see your blog and its writers as authorities on the subject. They’d come to value them enough to even invite them to speak at events surrounding the topics they write about. People want to know what goes behind their production, the brains behind it, why they need them and tips to use them efficiently, etc. Blogs give you a means to address all those questions. Be it a simple how-to guide, tips and tricks around a product, industry news, sneak peeks into the manufacturing process, interviews/talks with the team and the founding members or simply a take on what’s trending in the industry, blogs help you build a rapport of an industry expert — someone who knows what they are doing and can be trusted.

Great Way To Optimize

SEO or search engine optimization is not really everyone’s forte and definitely not one that you’d expect when you’re blogging. However, setting up an ecommerce blog allows you to optimize your site. Regular blogging can get you ranked high on search engine results pages especially in Google SERPs. It goes without saying that blogging generates positive effects on rankings for many websites not only eCommerce sites. This does not mean that search engines prefer blogs – they don’t. The reason that it generates this positive effect is the inherent benefits you could get from a blog running on your website. What are these inherent benefits? The first benefit is offering high quality content. In search engine optimization, the verbiage “content is king” always apply. Search engines like content in general so it does not specifically reward blogs, but any piece of great content.

In order for search engines to like content, they must be valuable, relevant and fresh – which means you should regularly update your content. Another benefit you can get from a blog is generated links. A lot of emphasis in SEO is given to the links that other sites bring to you. The more high quality sites bring links to you the more you are viewed as a credible source on that topic. If you have a good blog, other sites would want to link to you. Blogging creates your own community and with it you can develop relationships. Internal link building is one of the most effective and underrated on-page SEO techniques. Many people are crazy about getting links from external sources, which can be time-consuming, yet they ignore precious real estate on their own websites that can help improve SEO visibility for some of their key pages.

A Platform To Tell Your Story

The better reason to blog of course is so that you can build an audience of repeat buyers. Just look at the anatomy of a blog. There’s a headline, to lead your readers to know what to expect. You have the space to tell a story. You can include lots of cool visuals. You want to be able to tell stories. Talking about your product’s great tech specs only get you so far; people respond emotionally to stories. If you own a business and run a store, chances are you have an interesting story of your founding. Maybe you built your business after tapping into the needs of a community? Besides featuring your story, you could be featuring your products. You are one of the worldwide experts on your products; you can describe how they’re made, where they’re from, and their special features. Bring out what’s interesting about them, and it’s more likely for your product to be sold.

Knowing this, part of what you blog about, with respect to your product line, should contain valuable product reviews. As people make purchasing decisions based on them, and eventually leave their comments, other readers would come to trust your recommendations and tend to make direct purchases after reading one of your in-depth and highly valuable reviews. One thing that often separates an enjoyable post to read from one without much pizzazz is the ability for the writer to tell a story or share an experience. If you are writing a post and have a personal anecdote, customer story, or other experience to share make it your opening paragraph. Again, this draws readers into what you have to say and demonstrates that not only are you the expert writing about this particular topic, but you have first hand experience with it.

Boosts SEO Ranking

Keeping a regular blog also signals that your site is being updated. Search engines track these changes. Each new page is a sign that your site is active. Google rewards that by ranking your site more highly. Blogging also gives you the opportunity to rank for more key phrases because it gives you a way to create content around the keywords you’re targeting. Any product page you link to in your blog post will also benefit if someone links to your post. It isn’t just the fact that someone searching for what you write about will have a better chance of coming to your site. You’ll also give yourself the opportunity to create strong internal links with rich anchor text that link to your product pages. When you run an eCommerce blog that contains in-depth information with every article posted, your search ranking begins to rise.

And as you strategically link to product pages from the articles, their page rankings also start to grow, till your items eventually find their way to the first page of Google. Since millions of people search for various items on Google before visiting their favorite eCommerce sites, having your product pages rank on its first page will increase your traffic, your leads, and subsequently grow your sales. What content do ecommerce websites usually have? Product descriptions, technical specifications and a few fancy headlines. Search engine bots have two main functions — crawling content and building index. This helps them give answers to the searches made by internet users with high relevance. It is this search that ecommerce businesses can target through blogs. When you provide valuable and relevant content that gets indexed well, your products and services start becoming the top options shown to an internet user during his search.

Increased Visibility

Every link to your site, from social media, other blogs, and whatever else is a signal to Google that your site matters. Blogging allows you to create content that demonstrates your expertise beyond unproven assertions. If you have a good piece of content, your post may attract attention from outside of your industry. These may include reporters and high-profile bloggers. Getting good press from media can be invaluable. Blogging means you have something to tell people and in the same manner you are allowing them to share things with you. An ecommerce business with an active blog cannot underestimate how powerful it is to connect with others. Instead of the old and boring ways of introducing products, for example, having a product page with lots of images of products, you can now introduce these products through your blog.

Blogging allowS you to become an interactive and dynamic expert in the field who knows how to inject humor and personality rather than just another entrepreneur who knows how to do business but fails miserably at making connections and sharing. Blogs can be used as a platform to answer or start a discussion around a popular question. The best way to find out what your audience wants to know, is to track back and take a look at the comments they have made on your social posts. Answering a question shows that your business really does care about its customers and what they really want. It also serves as a great way to maintain an ongoing conversation with your existing and prospect customers.

Gets You More Business Opportunities

When you do marketing, what you want to make sure is that it will go viral. Making product and service all over the Internet is almost an assurance of success. Creating interesting, unique and relatable blogs can assist you making your product or service viral online. You definitely do not want to limit the reach of your marketing, you actually have the right platform as you do it via the Internet, now the challenge is for you to make use of it the right way possible and all for your advantage. Blogging can help you boost Internet users interests, news can easily spread online, thus if you have something intriguing, interesting or useful blogs to post, then you can claim success. When you create blogs, it should be done in the most strategic manner.

Blogs content should include, your product or service specifications, benefits, purpose and anything of the like, although you have to work on it carefully, to avoid sounding self-centric or too company base. Make sure that the blogs are leaning towards more on the customer’s end and not yours. It should never sound that you are forcing a sale but instead indirectly reinforcing the importance of the product or service you offer towards their satisfaction. With a blog that educates and tells people How-To; be sure that a lot of people are going to admire your business. When people start admiring what you do they will start looking for opportunities to work and grow with you.

Pragyan Sharma
Content Writer at BuildaBazaar
A quiet person, likes to keep things to myself - well mostly. Have a passion for writing. Loves singing and playing Guitar. Reader. Dreamer. Wanderlust.

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