More and more eCommerce site owners are starting to understand the benefits of providing quality content to their leads and customers. This shouldn’t come as a surprise. Just the fact that you’re here reading this proves that blogs do work.
Having an eCommerce blog helps your business in more ways than one. Let me remind you what some of them are:
- Better SEO and more traffic to your site
- Helps convert that traffic into leads
- Attract shoppers looking for information online
- Enables you to establish authority and build customer trust
- Increased social media exposure (people are more likely to share blog posts than they are to share product pages)
The opportunity is there. So why isn’t everybody in the eCommerce world using this strategy and winning at it?
Well, if we leave those who are still choosing to ignore this massive opportunity out of the equation, we’re left with those who are just not doing an outstanding job when it comes to managing their eCommerce blog.
If the content is too salesly, lacks focus, or is just downright boring, it will only make leads and customers feel frustrated or simply not interested.
So, how do you get to the honey without upsetting the bees? In this article, I’m going to give you some pointers on how you can maximize your blog’s impact and get the best results for your business. Let’s get started!
Make Readers the Center of Attention
The only way you are going to gain a loyal following for your blog is to create content that is both valuable and engaging for your audience. Produce awesome content, and people will keep coming back for more.Put readers in the center of your content. Click To Tweet
The content should show your leads and customers that you not only know a lot about who they are, but that you also care about them. You do this by:
- Addressing the problems of your readers;
- Answering their most common questions with your posts;
- Covering other interests related to your products that your readers might have.
The blog should serve as a source of information to help leads and customers choose the best products for their specific needs.
If, for instance, you run an eCommerce website that sells bicycles, your articles could be about how to choose the best bicycle for long distances, the best bicycles to commute to work, and so on.
But the topics don’t just have to be about bicycles. Think about what else interests your audience – in connection to bikes. Safety gear maybe? Even if you are not selling safety gear, writing about other topics that interest your audience will enrich their experience on your site.
A Few Words about Blog Topics
The thing is; people who will end up reading your blog are not necessarily ready to buy. Yet. They might just be looking for information on a specific subject. If they find the information they need on your blog, that puts your eCommerce site on their radar. And when they will be ready to make a purchase, they’ll think of you.
ModCloth, a women’s clothing site, is doing a great job with their blog. They’ve managed to build an online community around the content they publish and are seeing powerful results.
The company has experienced continued growth and they credit much of their success to their customer engagement and interactivity via the ModCloth blog.
Their highly-visual blog offers beauty and fashion tutorials, DIY ideas, relevant tips&tricks, as well as useful news. The topics covered are still relevant to their audience, but are not limited to just women’s clothing.
As a result, their prospects and customers end up spending a lot more time on their site. Also, they manage to attract targeted shoppers who were just looking for information online and who might consider making a purchase later on.
Don’t Make Your eCommerce Blog Impossible to Find
When it comes to eCommerce websites, the blog section is more often than not a late addition. And that shows. It looks like something you thought of later, something that is not as important as the other stuff on your site.
Let’s put it this way: If the people who land on your website need a magnifying glass, three pairs of glasses and a magic compass to find the blog section, you are not doing a very good job.
The blog should be easy to access from the home page. That’s because no matter how compelling the content on your blog is, it’s useless if nobody gets to see it.
Also, the blog section should feel like a part of the site and not something you are embarrassed about and don’t want people to see. When you place your blog section at the bottom of the site, written in itsy-bitsy letters, you are basically telling people to ignore it.
Consistency, Consistency, Consistency
You get it. It’s a big deal.
You simply can’t afford to have commitment issues, not when it comes to the way you manage the relationship with your leads and customers through content. A successful long-term relationship means showing up for your customers and leads when they need you.
Publishing a blog post once in a Blue Moon is not going to help you win the hearts of your customers and get into their wallets. Consistency will, and I’m not just talking about how often you post. You should also aim to be consistent when it comes to the tone you use and how you format your blogs.
[sqcta text=”Having an active blog without compromising quality is not something that can easily be achieved. It’s commitment that will take away your time, time that you could spend doing other things related to your business.” type=”lite” color=”blue” ]
Time is a luxury most people in the eCommerce world simply don’t have, so if you’re looking for a time-efficient solution, you may want to consider getting in touch with a professional team of writers and Content Strategists.
Maybe that’s the best way to go in your case.
133 Words That Will Change the Way You Think about Your Blog
Customers care about what they are buying, the quality of the product, the price, and things like that. But they also care whom are they buying them from. If you managed to get people to like your brand, that would weigh a lot in their decision to buy.
It will be more than just comparing your price to the price offered by your competition. Your leads will be like: “Hey, I know these guys. These guys are pretty cool, and I want to buy from them. ”
Once you manage to build a content strategy around a specific target audience, profit will follow. Work on improving your eCommerce blog, treat your audience with the respect they deserve, and you will manage to sell your products without aggressive marketing.
In theory, pretty much anybody can create some sort of content. But when it comes to creating valuable, engaging content that pleases the audience and enhances sales efforts, things are not that simple.
That’s why the web is flooded with mediocre content published by people whose expertise is not in content marketing.
I hope this article has helped you better understand what it takes to run a successful blog and rounded up your knowledge on the topic. If you have an eCommerce blog, make sure to apply some of the things you learned and see the difference it makes.