7 Reasons Why Your E-Commerce Website Needs A Blog
Do you want to drive massive qualified traffic to your eCommerce website that converts into paying customers?
Are you wondering whether having a blog on your e-commerce site would distract your potential buyers from purchasing your products or services?
Let's get this straight:
Any type of eCommerce brand can benefit from having a blog on their online store in the long term.
What are the benefits?
And why does your eCommerce site need a blog?
It all boils down to content.
- And much more.
- Helps to generate leads.
- Drives massive traffic from search organically.
- Builds trust, authority, and boosts search engine rankings.
The main goal of your eCommerce blog is to drive insane traffic to your store so that you can sell more of your products or services.
But there are more convincing reasons or benefits why your E-Commerce site should have a blog.
Let's dive deep in.
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Today’s consumers search to solve problems, accomplish tasks, and “do” something.
Prospects looking for answers include those people that you want to sell your products.
Online shoppers use the internet to gather the information that helps them make buying decisions.
If your online store provides the answers that they’re searching for through your blog, that’s HUGE.
But get this:
81% of shoppers conduct online research before buying.
For your online store, that means that your brand needs to:
- Delight your customer after a sale has been closed.
- Appear at the top of the Google search results page.
- Convert your prospective buyer into a paying customer.
- Attract your prospective customer with high-quality content and a well-designed website.
- Educate your website visitor about your company and its products or services through convincing content.
If your high-quality blog articles are human, helpful and highly engaging, you are positioned to build confidence in your brand and sell more products or services.
That means that the more confidence you create with your engaging blog content, the more your customers trust you.
And that trust built by compelling content endears your brand to your consumers.
And the result is that you get more targeted traffic as well as qualified leads and sales.
Do want to attract massive traffic to your eCommerce store?
If you answered yes, this information should be of interest to you.
According to HubSpot, websites with blogs get 434 percent more pages indexed than websites without blogs.
What that means is that if more of your eCommerce website pages are indexed by search engines, your chances of showing up on the first page of the search engine rankings are higher.
The beauty of this is that each time you publish a keyword-rich, optimized and highly engaging blog article, your chances of being found by a consumer using your well-researched keyword increases.
And when you consistently publish high-quality and compelling content, your prospects become motivated leads that eventually buy your products or services.
Blogging is one of the best ways to brand yourself as an expert in your niche.
As you blog about your products or services in your timely and useful content, you provide insightful information and solutions to your readers' pain points.
For instance, consumers search for answers to their questions or solutions to their problems some 400,000 times a day.
Such tips and tricks and the latest breaking industry news create those a-ha moments for them and anyone else associated with your niche.
If your brand consistently provides answers to those questions, you attract new loyal followers.
And as you continue to provide solutions to their nagging problems, eventually they become new customers.
Some of these satisfied customers become raving fans and brand ambassadors.
So your eCommerce blog content should provide consistent information that is fresh, valuable, helpful and engaging.
While content is the most important feature of your blog, you get a unique opportunity to refine your authoritative style and voice in your posts.
As you focus on adding value to your customers, you come across as an authority in your niche.
Blogging completes the sales journey of prospects.
And that sales journey starts from the time your prospects are aware of your brand to the time they take action by buying your products or services.
Many content marketing strategists understand the sales funnel through the lens of the AIDA model.
Which is: Attention, Interest, Decision, and Action.
The goal of your content marketing strategy is to drive your target audience through the sales funnel so that your prospects can buy your products or services.
An effective eCommerce blog content generates highly qualified leads for your brand.
At any stage of the sales journey, your brand has to be providing your prospects and leads with convincing reasons why they should continue with the sales funnel.
There are many effective ways eCommerce brands use helpful and engaging blog content to get people into their sales funnel.
Your email list is one of the most important assets in your eCommerce website marketing toolbox.
Your competitors use email lists to generate leads.
Email lists also should be essential to the success of your sales efforts.
Therefore, if you don’t have an email list, now is the time to set one up for your brand.
The easiest way to get your site visitors to subscribe to your email is by using a lead magnet.
What is a lead magnet?
Investopedia says that:
"A lead magnet is a marketing term for a free item or service that is given away to gather contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations. Marketers use lead magnets to create sales leads".
Your prospects should be on your mailing list because once they're on your list, you can market to them repeatedly.
And the cost of feeding your prospects with consistently high-conversion content is very low.
And you continue to email them once they become buyers.
Your subscriber list should be filled with past buyers and future buyers.
Using an enticing lead magnet on your eCommerce blog grows your email list.
Besides, sweepstakes and contests are proven eCommerce blogging strategies that build email lists.
Image source: Pexels
When you blog effectively and consistently, you generate more qualified leads for your brand.
Small businesses that blog tend to have more Twitter followers.
A study of 2,300 HubSpot customers revealed that businesses that blog witness their monthly leads rise by 126% more than those who don't.
But for your blog content to rank high in Google search results and drive massive business to your online store, you need an efficient content strategy that you can implement consistently.
With quality content that is helpful and engaging, you can build up your brand, reach your target audience, and rank high in search engine result pages.
Google loves quality and engaging content.
And having fresh content consistently especially targeted, optimized content boosts your website's overall search engine rankings.
With higher rankings, you get massive leads and more customers.
But how does blog content help your eCommerce store to rank high on the Google search results page?
Publish Longer And More Comprehensive Content
Longer focused, comprehensive content gets more backlinks, social media shares and tons of organic traffic.
It also gives you a higher social engagement and a top SERP ranking.
In other words, writing a better and longer article helps your eCommerce blog rank high on Google search results.
An authoritative study by Capsicum Mediaworks concluded that content of at least 2,000 words rank consistently in the top 10 positions in Google.
And the conclusion is that longer and more comprehensive content gets read and also ranks and converts well.
2. Publish More Content Consistently
For your eCommerce blogging to get traction, you need to publish your content frequently.
On the other hand, publishing few contents a month, won’t just cut it for your online business.
To highlight the importance of publishing more content consistently, a study from Hubspot shows that brands that publish 16+ blog posts per month get up to 3.5 times more traffic than businesses that publish less than four blog posts per month.
Quantity, quality and frequency are important for your blog content to rank high on the Google search results page.
Make Your Blog The Main Part Of Your Internal Link Building
Image source: Pexels
An internal link is a link from one page to another page on the same eCommerce site.
Internal links are simply text hyperlinks that are embeded one page to another page on your website.
Internal linking reinforces three parts of your sales funnel.
- They pass authority from one page to another.
- They guide visitors to high-value and relevant content.
- They prompt visitors to act, like calls to action.
In a recently published case study, Mention increased their search traffic by a HUGE 373% in 6 weeks by implementing on-page SEO strategies.
Internal link building played a key role in that increase.
Besides, internal links add more page authority to your blog posts.
And these page authority can be channelled to your product pages on your site.
This is achieved by directly linking to them from your eCommerce blog articles.
Answer User Questions
Most Google searches are in the form of questions.
For instance, for an online store that sells wedding dresses, it will be unusual for people to search for “what is the best wedding dress?”
And if your eCommerce store sold wedding dresses, you can’t title your product pages “what is the best wedding dress?”.
But can you create a blog post with just that title?
Of yes, you can!
Your blog post can then go further and compare the different wedding dresses in your inventory based on your predetermined criteria.
Now, you can link your blog article to these individual dresses in your online store.
Blogging makes it simply easy to create content just tailored to the type of queries that users have.
Then you can use this content to drive massive traffic and sales to your products.
The question of whether blogging boosts eCommerce sales has indeed become a hotly debated topic among online business owners.
Therefore, after considering the benefits of blogging for eCommerce websites, a blog is a perfect fit for an eCommerce business.
Image source: Pexels
The top Shopify stores mentioned in the article "50 Exceptional Shopify Stores to Inspire Entrepreneurs" all use their eCommerce
blogs to attract new leads.
They also use email marketing to re-engage with their leads for future sales.
Here are sure ways that eCommerce blogs are used to capture leads.
SEO Optimized Blogs Capture Leads
Search Engine Optimization (SEO) makes it possible for your blog content to be ranked high on Google's search engine results pages.
When the keywords that your prospective customer use when searching for your products are optimized on your blog content, you are more likely to be found on the first page of Google's search results pages.
Offer Value To Your Audience Through Great Content
The reason for your eCommerce blog is to provide your prospective customers with information, inspiration, and news.
Your eCommerce blog is used to attract your prospects, educate them, and point them to where you want them to go on your site.
And where you want them to go is your products' page.
Create Search Ads With Extensions
Every second, 2.3 million searches are performed on Google.
And most of the search results include Google ads.
Google ads are paid for by businesses after a Google auction.
They are effective in making sure that potential customers notice your brand, consider your offerings, and take action
Google ads are displayed above and below organic search engine results.
For instance, when a user searches for “online doctor”, Google shows the ad above the organic results on Google’s SERP.
Search ads are incredibly helpful especially if you add ad extensions.
An ad extension simply allows you to add extra information to the ad.
Offer Discounts And Other Attractive Benefits
Any prospect on the site should be given a reason to stick around.
First-time shoppers could be offered a discount in the form of free shipping or a discount coupon.
Prospects could be pointed towards a list of the products or services that are currently on sale.
Keep The Reader On The Site
When a prospect lands on your site, keep the prospect on the site as long as possible.
Test and see which opt-in forms work for you.
When you capture your lead’s contact information, follow up immediately with a sequence of emails.
Make generous use of internal links throughout your eCommerce blog.
Add links to related products to your main offer.
Related products work better with images.
Host Social Media Giveaways
Hosting a social media giveaway or contest is an effective way to start a solid online conversation about your eCommerce brand.
Such conversations increase your brand awareness as well as generate more leads.
Here are a few goals for your giveaway or contest campaign:
Increase Follower Count: Giveaways can be used effectively to increase your audience count on your different social media networks.
Grow Your Email List: You can grow your mailing list through contests and giveaways. And with your email list, you can keep your target audience updated on your offers and promotions.
Boost Brand Awareness: Giveaways can increase your visibility and boost your brand awareness. Asking your audience to tag their friends adds more eyeballs to your content.
Drive Engagement: Social media giveaways drive engagements. You skyrocket your engagements when you ask your audience to like, comment, and share their posts to win the contest.
Promote New Products: Giveaways are effective in putting a spotlight on your new line of products or services. This strategy generates more leads and boosts sales.
Image source: Pexels
Jeff Bezos, of Amazon, said, “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” In other words, a brand is the reputation of the business in the marketplace.
Donald Trump, said, “If your business is not a brand, then it is a commodity.”
And he's right.
So many businesses are simply commodities in their niche, but few are brands.
While many eCommerce store owners focus on just building a business, few focus on building a business brand.
However, building an eCommerce brand is not easy because the online landscape is noisy, crazy and crowded.
And social media is even crazier.
Therefore, to build a solid brand, you have to become the purple cow of your niche.
Being the purple cow of your niche means being royally different, becoming an eCommerce brand.
A brand is an asset and a relationship.
It is beyond the company itself.
Your brand is your company name and the reputation behind the business.
And according to Jeff Bezos of Amazon, "a brand is what people say about your business when no one is there to hear it".
So it goes beyond your corporate logo, images or any graphic design of the company.
Coca Cola is successful largely because of its brand.
Because the brand sells the company and its product.
Therefore it is important to find a way to build a successful brand.
But how do you do it?
With an eCommerce blog.
Image source: Pexels
A blog helps you derive SEO benefits as well as establish your company’s brand and image.
Online stores are not like brick-and-mortar stores.
So, you can’t personally interact with and get to know your customers.
But by publishing informal, behind-the-scenes content, you show a more human side of your business.
By avoiding advertising specific products, you can use a conversational tone to tell a compelling story that your loyal fans love.
Sharing photos of fun events and posting the day-to-day operations at your office makes you human.
Publishing a backstory or reason for starting your eCommerce store, endears you to your customers.
Posting your blog content on social media and encouraging your readers to share it gets you more mileage for your content.
As you listen and respond to customer feedback, you gauge which types of content they enjoy.
That helps you know what type of content to serve them consistently.
At this juncture, if your eCommerce store doesn’t have a blog, you need to start one immediately!
Blogging is important for building your online brand.
But keep in mind that blogging is not a sprint but a long-distance race.
It may be slow and painful when you start, but with time, your blog will start generating massive traffic from social media and search engines.
This creates more leads and sales.
But get this:
Blogging alone will not build your eCommerce brand.
But it helps you build your eCommerce brand.
Your online store blog supports and nurtures the development of your brand.
However, in addition to blogging, your business must have excellent management, great product, delightful customer service, and strict adherence to corporate values to be successful.
Image source: Pexels
Check out these top eCommerce blogs for inspiration on your way to running your successful online store:
Beeketing’s e-commerce blog: eCommerce marketing and selling.
Yotpo's blog shares first-class advice on building customer loyalty and engagement.
Nosto is an AI-powered eCommerce intelligence engine.
The Oberlo blog is one of the most credible and informative resources for dropshippers,
Printful dominates the print-on-demand market with its first-class solution platform.
Sumo Stories is a top-notch eCommerce blog where the team shares growth stories and advanced marketing lessons.
Smile.io teaches online store owners how to maximize customer retention. Their eCommerce marketing blog covers a wide range of topics on loyalty, referrals, rewards, and psychology.
E-Commerce Nation is a collaborative community dedicated to helping eCommerce business owners on an international scale.
Ecommerce Platforms blog provides the best software and solutions for your eCommerce website.
The Better Lemonade Stand is an online resource for the eCommerce community. Their blog content covers a wide variety of topics, including dropshipping, selling on third-party marketplaces like Amazon and eBay.
The Ecommerce Fuel blog covers just about every topic entrepreneurs need to understand to run successful online stores.
Nerd Marketing blog is a must-read eCommerce blog to help you grow your e-commerce stores.
The Ecommerce CEO blog walks merchants through every step of the process of creating an eCommerce business.
Ecommerce Lift blog is a must-read for small merchants just getting started and looking for ways to scale up their online stores.
**Check out also 50 Exceptional Shopify Stores to Inspire Entrepreneurs.
Being different is very important when you run an online store.
And that's because other online retailers will likely be selling the same products that you sell.
So to stand out from the crowd, you need a solid content marketing strategy.
This is especially important when you are competing with an eCommerce giant like Amazon or eBay.
An effective blog adds value to what your brand does.
Your loyal customers will come back to your site for your reviews, opinions and the sense of expertise that you provide consistently.
And with a solid blog, your site can provide value above and beyond the products you offer.
Check out these blog topic ideas that can turn your casual site visitors into paying customers.
1. New Product & Sales Announcements
By writing a blog article about new products or services your business offers, you help your audience understand the difference between the new products or service and currently available offerings.
If you provide highlights of real-life applications, you elevate the relevance of your current offerings.
This, in turn, helps your readers connect your brand to their own lives.
You can also use your blog to feature soon-to-be-released items.
Also, use your blog, to talk about the benefits of pre-ordering gifts for special occasions and holidays.
Instead of just listing your upcoming sales,
Give your readers a reason to come back for upcoming sales by including a unique link only available on the blog for your blog subscribers.
Use your blog to launch a contest.
For this promotion, share one of your products, and allow readers one entry per day throughout the contest.
Require your blog visitors to sign up for the contest with their email.
They are now on your email subscriber list and you can email them your newsletters and sales promotions.
Make sure that your email provider makes it easy for them to unsubscribe or opt-out of future contact.
3. Write Seasonal Posts
Every season sees a spike in seasonal searches.
Take advantage of the seasons and plan.
How is the season going to affect your customers and how are they going to use your products?
For instance, if your site sells gift baskets, you might write guides for each holiday.
Like “The Perfect Gift Baskets for Mother’s” or “Beautiful Personalized Gift Ideas For The Holidays”.
Other Topics You Can Blog About Are:
- Case studies
- Launches and product announcements
- Upgrades and improvements
- Customer profiles
- Competitions and prize draws
- Visuals and video
The Sooner You Start Blogging, The Better
Whether you're a startup or an established online store, blogging is a content marketing strategy that every eCommerce store can benefit from in the long run.
It is not a sprint but a long-distance race but the benefits keep paying dividends.
It is a proven way to skyrocket your website traffic, build your authority, and create raving fans of repeat customers.
However, blogging and the benefits wait for no man or woman.
The longer you put it off, the longer you’ll have to wait to see results.
That’s why now is the time to make your move and join the eCommerce blogging bandwagon.
Let's get started with your eCommerce website blogging.
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