Blogging is a great way to promote your business – here are the five benefits you should be taking advantage of to reach your customers!
By: Catherine Perry
The one thing that will help you to market and optimize your ecommerce business more than anything else is blogging. That’s right! Ultimately, having a blog that provides great content on your ecommerce website means you will get more exposure, traffic and sales!
OK, we understand you’re very busy keeping up with inventory, processing orders, providing top-notch customer service and managing your business. So, you may wonder if you have any time at all to add writing a blog to your already very full to-do list. However, if we can show you that providing valuable content through a blog has benefits that, in the long run, will bring you traffic and sales, how can you not make this part of your weekly routine?
In this article, we’ll discuss the five benefits of blogging about your ecommerce business that will turn you into a believer of blogging! Are you willing to give it “a go”?
Benefit #1: Builds Your Brand By Informing and Entertaining
By creating content on your website that people find informative and entertaining, current and potential customers will recognize what your business is and keep coming back for that content. Providing important information is a huge part of your marketing effort. Content on a blog can inform readers about topics that are 1) relevant to your business, 2) help them solve a problem, and 3) provide them with information regarding an interest they have.
For example, if you have an online business that carries camping supplies, one of your blogs might address essential tips for a safe camping trip. Or, for an online business that carries disaster preparedness supplies, you might have a blog on creating a family disaster readiness plan.
You can create an informative piece of content in the form of a blog for any conceivable business. Why? Because each business provides merchandise that fills either a need or an interest people have; else they wouldn’t buy it. This means they are interested in reading about it. This is true whether your ecommerce business is furniture, home décor, pet supplies, children’s clothes, fitness apparel, wedding, sports, or whatever. And, because this is true, there are many topics you can develop in a blog that are relevant to your business and that people are interested in reading.
As part of your marketing effort, each time you post a blog on your website, you should also post it on social media to get it exposed and further build your brand. Additionally, you can use the blog for your newsletters and email campaigns.
Writing a blog about your online business means you are building your brand through informative and entertaining content. As time goes along, people will understand more about your business and its products through your blog…and you will gain more traffic and customers!
Benefit #2: Helps with SEO and Increases Search Engine Traffic
We all know how important it is for your ecommerce business to rank highly on search engines in order for internet users who are searching for a product to find your site; and, we know that Search Engine Optimization (SEO) is the name of the game for achieving these rankings. Your website’s blog can be a critical piece of your SEO effort.
According to an article on www.inc.com by Adam Heitzman titled “6 Reasons Ecommerce Websites Need a Blog,” “Blogs are essential in the process of getting content crawled by search engines because through links and content, search engine “crawlers” or “spiders” can reach the many billions of interconnected documents.”
In order for you to get the full benefit of your blogs, you need to optimize each one for the search engines by incorporating links, specific keywords, and important information that is relevant to your business. How do the search engine “bots” find the blogs? Each time they crawl your site, they find new and fresh content. These become indexed pages that the search engines connect to your business. The “bots” find the links and the keywords that relate to your business and also to other information on the web, which identifies your business for the search engines and, in turn, helps you rank higher.
When you write a new blog post you are adding fresh content, and Google likes new content. But, it is still really important to write content that relates to the keywords you want to rank for, especially long tail keywords, so the search engines find those. You may struggle at first to come up with topics for your blog. This gets easier with time. Your keyword research gives you a lot of direction in this regard. Creating content based on those keywords assists in ranking for them.
Benefit #3: Keeps Your Business at Top of Mind
As you continue to write new content that is of interest to your audience, you keep your business’s name in front of people and at the top of mind. As a marketer of your business, keeping your business in front of viewers is of utmost importance. Just as you continue to post on social media for marketing, you will want to post blogs on a regular basis. Being consistent both in the frequency and in the topics that you post will provide the constant awareness you need for the business to gain followers and keep them interested.
Yes, it is important to incorporate keywords into your content, but according to www.business.com consistent blogging over a long period of time is far more beneficial.
Benefit #4: Builds Internal Links
In terms of SEO, linking is a crucial aspect of the blog. It is important for you to build outgoing links as well as internal links for the search engine “bots,” and the blog is the perfect venue in which to do so! Just as your category and product pages have content that can contain links, so should your blogs.
SearchEngine.com, in the article “Ecommerce Blogging: Five Proven Reasons Why It Should be Part of Your SEO Strategy,” cites a study where www.mention.com “increased their search traffic 373% in 6 weeks by implementing on-page SEO strategies.” Internal link building played a key role in the increase. They found that people will link to an informative article on your blog more than they will want to link to a commercial product page on your ecommerce store. “This leads to more page authority for your blog posts, which you can channel to key product pages by directly linking to them from your articles.”
Benefit #5: Establishes Trust and Facilitates Discussion
A blog on your website adds a personal feel that customers want to see. It builds trust because it gives a human element to your brand, which directly relates to the customer experience. Visitors to your website need to have trust in you and your business. Many times, the personal aspect of your blog helps them to be comfortable in purchasing from you.
Additionally, a blog offers the opportunity for visitors to make comments that can generate discussion and response from you. Often, you can get ideas for future blogs through these comments and “dialogue.” People like to feel that their opinions and thoughts are welcomed and valued. As a result, they may feel more inclined to shop for and purchase items from a merchant who connects with customers and makes them a priority.
All In all, writing valuable content in a blog has benefits that can translate into more traffic and sales for your ecommerce business. At Pure-Ecommerce we believe that if you commit to posting a blog consistently and, over a period of time, we know you will reap the rewards!
For additional tips to market your ecommerce business check out our Social Media Series. Here’s the links for quick access for more helpful tips!