In the highly competitive eCommerce world, entrepreneurs have to hunt for alternative ways to engage new customers and retain the existing ones. Blogging could not be considered as a brand new marketing tool for eCommerce websites promotion. Nevertheless, it is definitely among the most powerful ones.
Lots of business owners have realized the positive impact of content marketing (and blogging in particular) at the earliest and have implemented a blog on their sites. Want examples? Let’s have a look at Shopify, a platform for building eCommerce websites. They have increased the number of their paying customers by 55% and double the value of the products from $7.7 to $15.4 billion using the blogging strategy alone. Isn’t it the evidence that a blog actually works?
So, if you run an e-commerce business and don’t have a blog on your website, you are losing your money. A blog can boost your traffic, increase conversion, and skyrocket your sales. Let’s take a close look at how it can help.
1. Blogging Increase Website Quality and Boost Google Ranking
Google regularly changes its algorithms but one thing remains the same: website quality and its relevance to the user’s query are among the primary factors for Google ranking. This means that in order to rank higher, your website should provide a solution to users’ problems – they ask, you answer.
How does Google judge quality? This topic is vague. However, it is reliably known that the search engine makes use of users’ behavior to evaluate websites. A high bounce rate, for instance, is an indicator that the page does not satisfy the user query and Google is sure to penalize it.
Blogging is good for SEO because it helps with a lot of things that are considered as important ranking factors. So, adding a blog will help you:
- Keep people on your website for longer. The longer visitors are on your site, the lower its bounce rate, and the higher its dwell time. Those two metrics are both signals to Google that your website is very helpful.
- Keep your e-commerce website fresh and current. This gives Google more reason to index your site more often and eyes it as active.
- Target long-tail keywords you want to rank for.
- Give other sites more reasons to link back to your site.
- Establish a connection with your audience by providing the answers to their questions.
So, every time you publish a new post, it means one more indexed page on your site. In fact, blogging is the number 1 traffic increase factor, ahead of SEO and social media, according to Hubspot.
2. Blogging Helps Set You Up As an Expert
According to the latest stat, 60% of people are inspired to seek out a product after reading information about it. They are more likely to buy a product from a brand that knows the ropes and has no scruples about showing it.
Publishing unique, informative, relevant, and insightful content is a great way to become an industry leader. Your blog may include tips and tricks, tutorials, use cases, product reviews, how-to guides, as well as the latest industry news. The major rule here is creating content that provides value to prospects.
As long as your articles are interesting and accurate, they have a significant impact on your authority. If you answered someone’s questions once, they would go straight for your site when they have another question. Whenever they are ready to make a purchase, they know where to go.
This is how it works.
Let’s assume that you own a store selling hardware computer components. You created a blog where you are posting step-by-step instructions on how to build a computer single-handedly. A computer geek visits your blog regularly for ideas and inspirations. Where do you think they will buy supplies?
3. Blogging Can Help You Generate New Leads
Blogs promote lead generation in several ways:
- By increasing organic traffic to your site and helping it rank higher in search engines.
According to the latest stats, as far as only 29% of interested users want to talk directly to a salesperson to learn more about the product, 62% will ask Google instead.
- By making people share your content.
In a digital era with the greatest number of smartphone users, people tend to share helpful, important, and interesting information. We are happy to tell others about our dream sneakers, a newly-opened restaurant we want to visit, or a smartphone we have recently bought. Many businesses recognized this fact as a marketing opportunity for increasing sales and building customer loyalty – and so should you.
- By providing additional tools for users’ engagement.
Blogs can feature CTA buttons that drive visitors to relevant product pages or the pages that require them to fill out their contact information. As well, pop up forms, and live chat widgets can be implemented to blogs as additional lead capture tools.
From the video below, you can find out how to be a great blogging storyteller to engage readers:
4. Blogs Establish a Connection With Your Audience Providing Answers
Blogs are perfect mediums for answering questions that arise from time to time during the sales process.
The easiest way to know your target buyer personas’ questions and concerns is to ask your sales representatives about it. Then you or your content writers should develop blogs with those questions in mind.
Here are the common questions buyers may have and respecting blog titles that address these questions:
- How much does [your product] actually cost?
- [number] Reasons to Invest in [your product]
- The real cost of [your product]
- What you get when you buy [your product]
Questions about products and their characteristics:
- [Your product]: Advantages and Disadvantages
- Choosing the right [your product]
- [Number] benefits of [your product] that you will not find anywhere else
- [Number] non-standard ways to use [your product]
- How to get more out of [your product]
5. Blogs will save your sales reps time
Effective collaboration of sales and marketing teams make it easier to boost sales performance and save your reps time on writing emails and focus on selling.
Even though you practice an individual approach to every prospect, there are some questions and information that is repeated across the board. Developing blogs on those topics can free your team of necessity to write out different variations of those responses again and again.
Thus, your sales reps can write responses with links to the relevant articles attached to emails instead of typing this information manually.
Another way of increasing sales with the help of a blog is to arm your employees with a library of content. As far as prospects expect an immediate response and leave if they don’t get one, the delay could mean a lost customer. An informative blog will allow your sales reps to respond within seconds.
Blogging is the perfect sales driver. According to the latest stats, those eCommerce companies that adopt blogging as a strategy have conversions that are 6 times higher than those that don’t. Isn’t it the reason to create a blog for your product promotion?
However, creating a blog for an eCommerce website is not the easiest task. Some platforms have built-in features for this purpose, some of them don’t. For example, if you want to create a blog for your Magento website, you will need to hire Magento developers to tackle the task.
After all, all your investments will definitely pay off! An e-commerce blog is a great way to build customer loyalty, increase brand awareness, make your site rank higher in search engines to get more traffic, and consequently, boost your sales.