Times when blogs were only for bloggers are long gone.
So many businesses from various fields of work have made an effort to develop and grow an extensive blog strategy, and you might be asking yourself why?
And we don’t blame you, because it can definitely get confusing.
Why would an online retailer selling fashion items, furniture, electronics or home improvement solutions (or anything else, really) have a blog?
What’s in it for him?
Having a deeper look into it, there are many benefits to having a great blog within your eCommerce website – we have come up with a list of five main ones, so keep reading!
Search Engine Optimization
SEO itself would go beyond the scope of this article if analyzed in depth, but there are some essentials that need to be covered in order to leverage all advantages of search engine optimization.
Simply put, search engines crawl your website and all of its parts in order to understand what your whole website – so your business, too – is all about.
So besides your listed products, having relevant, good quality blog posts will give search engines more resources to better understand your website.
Also, if you create these posts in a way which closely relates to your product or service types, you are increasing your chances of answering your visitors’ search queries and ranking higher in search ranking, thus bringing value and useful information to more potential customers.
One thing to keep in mind here, though: don’t blog just for the sake of search engine optimization.
This might ‘look’ good to a search engine, but it will seem very unnatural to an actual human – so write for people first.
Establishing Your Authority
If you are good in what you do, people should know that.
We are definitely not advising you to brag and only talk about your business and things you do.
Instead, you should use your own property – your website and your blog – to talk about important aspects in your industry.
Assuming you are an expert in what you do, you can come up with plenty of ideas on how to establish and showcase your authority in your field.
If you are, for example, a business selling rugs and carpets, you can post about all different types of maintenance, colour combinations, tips on everything related to floors, home improvement and many other topics.
By doing this, you are forming yourself a professional in your business and you make it clear you want to be useful to your visitors.
And if you succeed to educate them, and they get to use this knowledge throughout a longer period, they will most likely come back for more further down the road.
Answering Common Problems of Your Industry
This is basically rounding up the previous two points, but it’s worth mentioning separately.
If you do this step right, it also means you are doing the previous two steps correctly: ranking high on search engines means you publish relevant content related to what people are looking for, and it consequently results in coming to you for information they need, trusting you as an authority.
To get to this point where people see you as the go-to person for their queries, you must be aware of what they are looking for.
Put yourself in your customer’s shoes and run a Google search of a question that your potential customer may have.
Is this question answered by someone already?
More importantly, is it answered properly? Is there a particular view that’s missing?
All these insights will bring you ideas on what gap in the existing content you might fill in.
Make your (potential) customers your priority, and when you implement this way of thinking in your blog strategy, you will close a circle of common search queries, your answers and your authority as a result.
As mentioned earlier – if you educate your visitors, they will remember that.
Getting Your Business Noticed
At this point, you might be thinking that all of this looks like a lot of effort for something that doesn’t show obvious immediate results.
It’s difficult to see any direct impact of your blog on your sales and conversions.
However, not every sale just happens out of nowhere.
Conversion process length can vary a lot, depending on a particular product, purpose, or a person who wants to buy it.
Also, it’s worth remembering that people tend to buy from people.
And this is what making people aware of your business, what you do and what’s your story is all about.
Crafting blog posts around your products, your company’s history, your team and your spirit is what will make them likeable and shareable – and that’s how you get noticed.
And yes, you might see this as quite a bit of work for a result that you can’t directly measure, but creating a story and a brand around a business you are passionate about will definitely pay off in the long run.
Leveraging Blog as a Marketing Platform
When you are sure that your blog exists for the previous four listed reasons, you should know that there is another one: marketing your products.
The good thing about blogs is that they let you create stories around products, around their backgrounds, people that created them, and many others.
And the even better thing about is that you get to use these stories to actually sell your products!
Let’s say you are a fashion eCommerce website and you have posted a story on your blog about this season’s fashion trends and colours.
At the end of the article, you can list products that directly relate to these trends you presented and create a fashionable outfit that can be added to the shopping cart there and then!
If your stories are something that your readers can resonate with and they find them useful, they are likely to respond positively to the products related to the stories.
Just make sure you don’t push your products too much – you should avoid looking too pushy or as if you only want to sell, because that might decrease the value you originally wanted to bring with a blog post.
Now that you have all the reasons and a good few ideas to get you started, there should be nothing left to stop you from getting your blog up and running as soon as possible!