September 9, 2016
The internet is so highly saturated with blogs that starting one now can be intimidating and feel pointless. After all, what’s another blog when thousands of similar blogs exist? Who would even read it? Is it worth it? If you’ve ever been curious about starting a blog but have found yourself stumped by questions like these, it may be time to take the next step on creating a blog for your business.
Adding a blog to your business/e-commerce site can impact your brand in ways that paid advertising can’t and that consumers are eager to respond to. In fact, choosing not to participate in the blogsphere could be putting you at a disadvantage and stunting your business growth. If you’re not sold on the idea just yet, here are 5 compelling reasons your e-commerce site needs a blog.
1. Blogs builds trust.
Ever been to a website that’s selling products or services but has no trace of real people anywhere? An impersonal presence can be particularly detrimental to e-commerce websites, because it strips the buyer experience down to bare bones. Blogs are a great way to restore that consumer trust and interest, because it gives you a place to add a personal, relatable flair on your website. Take, for example, Birchbox.
Birchbox is a popular brand among my fellow twenty-somethings that sends a box of beauty products to try with a monthly subscription. What attracts women to this brand over going to the mall and buying their own beauty products is not just the appeal of getting a monthly package in the mail, but rather a trust in the authority Birchbox has. Their blog is a carefully curated display of tutorials, beauty tips, brands to watch and more that asserts a powerful message: you can trust Birchbox to send you your beauty products, because they know what they’re talking about. The blog is relatable, fun, and enforces the message of their products.
You can do the same for your brand by populating a blog with tips, tricks, and news relevant to your products or services. In doing so you’ll demonstrate to users that you’re an authority worth trusting and investing in.
2. A blog can grow your following/consumer base.
Not everyone who sees your blog will be instantly inspired to purchase something from your e-commerce site. But in keeping with the build-up of trust, you could amass an enormous following through your blog that will gain you the recognition of other industry authorities as well as consumers who are more interested in making purchases.
It can also lead to beneficial relationships, if not with consumers then with other professionals of similar disciplines. After developing your blog and letting it grow a bit, you can start seeking out guest blogging opportunities to get noticed and feature other useful bloggers on your website. For example, pretend you have a business website that sells subscriptions, gifts, and cases of wine. You could invite a popular sommelier to write a guest post on your blog about pairing wines with certain foods, cooking with wine, etc. Your users would gain the tips and advice from your blog and come back to reference you for more helpful information. Even further, the sommelier may share the guest post across his or her personal network, giving your brand exposure, and even feature your business on their own blog. It may be a hypothetical situation, but real opportunities like this are opened up when you have a blog.
3. Blogs attract new leads.
Adding a blog component to your website opens up new pathways for customers to reach you that might otherwise not exist. By having a blog that consumers can interact with, you can better understand their preferences, styles, concerns, habits, trends, etc. There could be an entire niche you’re unaware of or insights you’re missing due to a lack of customer interaction.
Blogs open up a portal to not only communicate with your client base, but also create share-worthy content that attracts attention from leads you might have previously failed to target or overlook.
4. Blog content will boost your site rank and grow links.
Long form content doesn’t always have an appropriate place to reside on e-commerce websites, which is why having a blog component is so helpful. You can populate the blog with keywords, phrases, and internal links that search engines can easily crawl and respond to.
Strictly from an SEO standpoint, having a blog for your business site is definitely considered a best practice and is one of the surest ways to out-perform your competitors. The sheer quantity of links produced from a blog shows search engines that your site is active and is getting significant user traffic.
5. It’s a built-in content marketing tool.
Channeling your content marketing efforts towards your blog is a great way to cut your time spent strategizing in half. You can focus on promoting high quality, utility-based information that will sustain publicity across social media and professional platforms. The content generated by and for your blog can be shared across the internet and used as a catalyst for getting your brand the attention it needs to be successful.
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