Editor’s note: This is a guest post by Maulik Shah, founder & CEO of Biztech IT Consultancy Pvt Ltd.
Blogs are ubiquitous nowadays. Search for any non-product keyword in Google and chances are that most of the top 10 results will be for blogs or content heavy sites like for example news sites. But can a blog add any real value to an ecommerce site whose primary purpose it is to sell products? The answer to the above question is yes, and there are quite a few reasons for this. Internet has now become a part of people’s daily life. It has gradually become a widely adopted medium for reading, writing, and sharing information. And it is for the very reason that blogging has become one of the leading means of mass communication for businesses and an important part of ecommerce website development. In this blog today, we are going to discuss 5 of the major reasons why you should have a blog for your ecommerce website.
1. To Improve SEO Ranking
SEO matters significantly when it comes to driving traffic to your online store. Strategically placing keywords through a well written blog, can help your site in terms of SEO. When you create blogs with content, that readers can relate to the products you are selling, you get more visitors diverted to your ecommerce site. But how does it work? When you publish relevant blogs, you get to add internal links within the blog which transfers the potential buyer to your online store. Other than the internal links within the articles, you get visitors when the blogs are shares on social media platforms as external links. People tend to open interesting reads rather than product links. The blog posts eventually take the viewer to the product page and your job is done. Blogs increase the chances of engagement with the customers on both social media and traditional media.
Blogging improves SEO as you can include more keywords into a blog than you can do on a product page. Your product page SEO attracts only customers who are looking for the specific product, but blogs focuses on potential customers, who might be looking for anything related to what you have written in your blogs.
2. To Address Readers’ Issues
Blogs can also be employed for customer service by addressing their issues on the platform. Address common customer problems and weave your piece of article around it. Share possible experiences and solutions to the problem. People are increasingly depending on the web for finding solutions to their issues. Even if there is no formulaic solution to the problem, psychologically they find it satisfying when someone else can also relate to the problem. Sharing experiences counts here.
You can implement this to create blogs where issues related to your products are shared. While you might believe that it can be done on product pages as well, the space and freedom a blog offer is certainly not a match for product content. Fine articles act as an entry point for your audience in their research stage of purchase journey.
3. To Inform Your Readers
You are right, if you think entertaining your audience cannot do your job of selling products. Apart from publishing interesting articles and write-ups, you need to be informative with your blogs. When your blogs are informative and solve purpose for a reader, they will come back, when they need another piece of information. And when these informative blogs are written by aligning them with your industry or the products you are selling, it contributes to your topline as well. Besides, people like to know from whom they are buying. It familiarizes and informs them about you and your brand, hence making them more confident of shopping from your store.
4. For Marketing Your Products
Small entrepreneurs often think that blogs aren’t worth the small market they have. But that’s not true. In fact, blogs help you expand your business by reaching out to more people who can be potential customers. Blogs help you build audiences who aren’t just active readers but also returning customers. While social media platforms like Twitter, Facebook, Instagram, and Pinterest are preferred for reaching out to customers, they provide a very little space to tell the stories which your customers might be interested in knowing.
When you tell stories that people like, they will return for more. You can use that platform to feature your products and push sales for those products. It need not be ads but informative articles about the products or stories on how they were invented, discovered, made, and more. Thus, Blog helps you marketing your products without directly advertising them.
5. To Enhance The Visibility of Your Site
Blogs are a much sought for source of knowledge in the contemporary age of mobile technology. When you offer relevant and interesting content to read, people come over again to find more of it. The chain doesn’t stop here. When people like stuff, they share it on their social media portals. It makes your brand popular and improves your ranking in the search engines. If we talk about independent sharing of stuff on platforms like Facebook and Twitter, how much of information can you share there? When you have a blog which is regularly updated, you have more to share on these portals as well. It shows to your potential customers, that you are active. You get noticed, when your blogs get noticed. Your blogs helps you reach out to more people and thus enhances the visibility of your brand.
A business blog is not just a marketing tactic; it assures the buyer, that the business is concerned about their customer requirements. The value of customers’ needs and interests for the ecommerce businesses is reflected in the effort the business makes towards winning the confidence of their clients and customers.
How To Use Blogs for Your Ecommerce Site
Use blogs as a tool to provide additional informations about the products you are selling. Information that your customers actively searches for in the first stage of their purchase journey. You blog, if handled well, can act as a source of new product discovery for prospective customers. It may not increase sales immediately, but be rest assured, that every single blog post you publish will contribute to the branding of your store and create awareness about your products, which, eventually, will translate into sales.
Maulik Shah is the founder & CEO of Biztech IT Consultancy Pvt Ltd., a web design and development company in India. He also runs Biztech Blog, where he shares insights from the world of ecommerce and other web based technologies.