If I had a pound for every time someone told me they didn’t want to write a blog for their website, I’d be a millionaire. Most people think of a blog as somewhere to write your daily thoughts or things that you find interesting. Although in some cases this can be true, when it comes to businesses, it isn’t. Here’s why you need a an e-commerce store blog.
A business blog should be used for two things. To increase awareness and to drive sales.
Why You Should Write an E-commerce Store Blog
More than anything, a blog is predominantly an informational story telling platform. It allows you to deliver impressive value along with your brand’s message, and it builds trust. People trust brands that demonstrate their expertise and knowledge about particular subjects.
Secondly, it has huge benefits for SEO. SEO is my favourite marketing strategy for directing new traffic, and potential customers, to a website. If you’re unfamiliar with the term SEO, it means Search Engine Optimisation. It’s simply a combination of marketing avenues used to increase a website’s ranking within the various search engines.
Finally, a blog can virtually be used as a sales pitch. Take Bulk Powders for example. Notice how, within their article all about nutrition for endurance athletes, they link (the green words) to various of their own products. First, they discuss why you need high quality protein, then they provide the link to their own products that contain high quality protein.
This method is consistent throughout their article. And the more traffic this article receives, the more likely people are to buy those products.
How to Use Your Blog to Grow Your Brand
Your business, and your blog, need a distinctive brand. There are over 200 million blogs online. You don’t want your blog to get lost amongst all the second rate chatter. And, when ranking websites, Google places brands that people like higher up in the SERP’s (search engine results page).
So, here are some key factors about using your blog to build your brand.
So often I see companies produce blog pages and archive pages that look nothing like the rest of their website. Not only do you want to be consistent in your design, but you want to be consistent in your language too.
To do this you’ll have to understand who you’re writing for. Most content written these days is phrased in a conversational style. However, you may not feel so comfortable writing in this way, or it may be that your audience would prefer something different. In which case you may want to write in more of a descriptive style. Remember though, your blog post needs to be interesting and, above all, informative.
One industry that particularly stands out for me when it comes to writing for an audience is the legal profession. A well written law blog about income tax isn’t written for a fellow solicitor. It’s written for the average joe looking for some information about their personal taxation. Therefore, it should be written in a way that doesn’t put off a non-specialist tax expert. The last thing someone wants is to read an article that contains the same language as a mortgage contract.
As mentioned previously, writing a blog isn’t just about writing for the sake of writing. All business comes down to supply and demand. If the demand is there, the supply is relatively easy. With so many blogs on the internet these days, it can be difficult to stand out from the crowd. Some niches have more demand and less supply than others but, either way, in order to rank your blog articles, you’ll have to produce some really great content.
If you have an e-commerce store that sells hanging mirrors, write useful and original content about mirrors. One thing I love doing is taking questions that people ask me on a daily basis and writing articles about them. Someone recently asked me the question, “do I need an e-commerce store blog?”. This article is my response.
Grow Your Website Traffic Through Blogging
Whether you have zero traffic or 1000’s of visitors to your website every month, let me tell you right now that you should still have a blog. If you have zero traffic, a blog will help to bring visitors to the website. If you have lots of traffic, a blog will help you bring more visitors to your website, and new types of visitors as well.
SEO is the practice of using various marketing techniques to increase a website’s visibility in the search rankings. A core component of SEO is blogging. Google’s latest algorithms place a large emphasis on user experience as well as linking domains, as you can see from SEMrush’s latest report.
With this in mind, it’s fair to say that the longer people stay on your site, and the more links you have pointing to your website, the more likely you are to rank your web pages. Not only are blogs great for keeping people on your site (especially if you have a well-structured blog where people can find other articles easily), blogs also make it easier to get links to value driven, well written articles.
Think about it, of all the links I have contained in this article, how many of them are home pages? Zero. That’s right, other people writing articles are much more likely to link to your blog content than to your home page. Once they do, you’ll see your overall website traffic skyrocket, provided that your on-page optimisation is done properly.
Make Your Blog Your Best Sales Page
Check out how VineBox converts readers into customers. First, they detail all the benefits of organic wine and why you should be drinking it:
Then, once you’ve understood the benefits, they simply deliver the perfect solution, their own range or different organic wines:
Your blog can point people in the direction of your products or add them to your funnel with an offer they can opt in for. Once you’ve captured their information, you can then target them with future offers and discounts via your email marketing campaign.
Look at the lead capture that reliablesoft.net inserts into the end of their articles to help build their email list:
Finally, blogs are great for retargeting people who don’t buy on their initial visit to your website. Using retargeted Facebook ads is a fantastic way of turning visitors into customers. I’m going to dive into a Facebook ads article soon, but for now here’s a great tutorial on how to go about this.
Writing blogs can be extremely time consuming. The reason why most businesses don’t write articles consistently is simply because they don’t have the time or expertise to write long, well written content. This is understandable when, at the end of the day, you have to spend so much time adding new products, fulfilling sales and running your day to day business.
If you feel like this is you, then the best solution is to contract someone else to do it for you. But trying to do it on the cheap, using someone who’ll work it into their spare time, or outsourcing abroad to someone whose first language isn’t English, just won’t cut it. Digital Marketing Companies like ours, however, are paid to deliver results for you. It is literally our job to write articles for your website that lead to greater traffic and increased brand exposure. We get paid to boost you up the rankings and make sure that more potential customers can find you.
If you have any questions about the information in this article, or would like some guidance on your own ecommerce site, leave a comment below.
Are you struggling to grow your e-commerce store? Contact us today to find out how we can help.