One of the most effective methods of attracting organic traffic to your ecommerce site is content marketing. Developing and posting stories of relevance to your core customer is a great way to stand out from the crowd and to become looked upon as an authority in your area.
In addition to enhancing your credibility, this builds consumer confidence and adds value to your offerings. But these are just a few of the ways blogging increases sales for ecommerce merchants.
Here are some others.
Attracts New Customers
During the research phase of the shopping process, consumers tend to read everything they can find about the product in which they’re interested.
In addition to trying to learn as much as possible before making the purchase, they’re also interested in gathering information surrounding the product to help them maximize their enjoyment and/or utilization of it.
This means your blog posts on the subject will find a ready audience of interested readers—who might be converted into buyers since they’ve come to trust reading your blog posts.
Improves Search Engine Optimization
Ongoing unique content generation attracts search engines to your site, which in turn makes your pages rank more highly. The main thing you need to remember is to blog around the keywords for which you want to rank.
This is crucial if your product line changes infrequently, as an active blog will still keep your site refreshed on a regular basis. Search engines prefer frequently updated sites, as they are programmed to look for the most current data they can find.
Meanwhile, the higher you rank on a given query, the more likely a user is to visit to learn about you and the wares you have to offer.
Helps Build Community
When you’re developing your site, choose an ecommerce theme capable of supporting forums and comments. Providing this functionality enables readers to respond to your posts—and other readers to respond to them. Before you know it, your blog will have taken on a life of its own.
Your followers will start conversing with each other around your topics.
As the moderator and guide for these exchanges, you can keep everything focused around your area of expertise. A smart strategy is to invite the more prolific commenters to create guest posts. They will promote them among their circles of friends, which will attract even more traffic and potential customers to your site.
Showcases Calls to Action
According to the Pareto Principle, 80 percent of your ecommerce blogging should be service-oriented and 20 percent should be self-serving. You can plant calls to action within that 20 percent, guiding readers to relevant products on your ecommerce site. Additionally, you can place call to action buttons in the sidebars of your blog pages, making it easy for those who are interested to get to your product landing pages and special offers.
Align your calls to action with content and you’ll make it easier for readers to locate the products or services you’re describing. Yes, it will come across as self-serving, but people know commerce is what keeps blogs alive. Just be judicious in your approach. It’s important to display benevolence to build your audience’s confidence in you. Adhering to the 80:20 rule will help you maintain this.
The Bottom Line
Blogging increases sales—regardless of the size of your business—if you provide relevant, well-crafted and factual information. Go beyond marketing messages and insinuate yourself into their lives to get people engage with your content. This means focusing your stories on them—rather than yourself. Write about the things they find important and you’ll develop a loyal following of repeat customers. And that’s how blogging increases sales.