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Writing and including posts on your eCommerce blog for your online store is a proven, profitable marketing strategy.
They increase sales on your website and through other mediums whereby you may sell a product, such as on the Amazon marketplace. If you are not blogging, you start as soon as possible.
Here are some of the reasons why.
An Ecommerce Blog Increases Traffic
This is the fundamental reason why blog posts are used by eCommerce sites.
Unlike traditional marketing that directly tells consumers to buy something, blogging helps consumers understand why they need the product or service and how it can add value to their lives.
Blogging provides these solutions and as such, drives a lot of traffic to a website.
It’s possible to pay for traffic by using Facebook or Google Ads, but blog posts enable you to do this for free. They become particularly important for businesses that do not have the largest marketing budget.
The more blog posts you publish, the more traffic you generate, leading to an increase in leads. Businesses that publish over 16 blog posts a month get more than 3X more traffic than those that publish 4 posts a month.
It’s important that you are keeping an eye on the analytics of each blog post and seeing which are generating the most traffic.
These are the posts that should be updated regularly and optimised to continue bringing in visitors.
And, according to Hubspot:
10% of all blog posts are compounding, meaning organic search increases their traffic over time.
Ecommerce Blog Posts Increases Rankings in Search Engines
Blogging raises interest and awareness about what your eCommerce store sells. Every post you publish acts a sales pitch to the visitor; they convince the visitor that your product is worth buying.
They are also important in terms of referral marketing. Visitors who find an article useful are likely to share it with their peers. This creates a chain reaction and the number of leads will increase, hopefully converting into sales.
The most effective posts explain to a prospect everything they need to know. Publishing the article shows the prospect you have already identified their problem and have a solution in place.
They will think that it will be easier for you to implement the solution for them.
A steady flow of high quality content is going to bring customers back, eager to find out how else you can help them. This is particularly handy when sending out emails to subscribers.
All this great content will increase your rankings in the search results.
You will also find that more and more people will start visiting your site, viewing your posts and purchasing your products.
This will increase conversions and sales overall. Search engines will recognise this and will start placing you higher up in the search results.
Ecommerce Blog Posts Increases Links and Shares
Whether it’s at home or during a lunch break at work, people will find time in their day to read about their favourite blogs.
They must find them useful, otherwise they wouldn’t be so popular. In fact, 77% of all internet users read blogs. Blogs that provide value ensure that the reader is going to listen to what you have to say.
Because of this, blogging enables you to build links from authoritative websites. Pages that use your content increase your organic traffic, leading to more sales.
Going back to the rankings point above, search engines will think your blog is in a position of authority. And this increases its rank in the search results.
Posts that can relate to products that you sell are going to provide even better results.
If a reader enjoys reading your post, they are going to share it with friends, family or colleagues that share similar interests.
These links will bring extra traffic to your blog which could potentially turn into a sale. Again, this has an effect of increasing your search engine rankings.
The more it is shared, the more traffic it generates.
An Ecommerce Blog Increases Conversions
To do this effectively, you must understand your audience and know what they want. This goes back to the point about having valuable content.
Each customer will be at different stages in the marketing funnel. Customers that have only just realised that they may have a problem are going to need a different post to those that are ready to decide.
Customers near the top of the funnel require content that addresses the problem, the pain points and the challenges that they face.
To target those in the middle of the funnel, content should provide solutions to the identified problems.
For the customers at the bottom of the funnel, the content should display why they should be choosing your brand over your competitors.
By being aware of where your customers are in the lead flow process, blog posts will help turn those visitors into leads, resulting in more sales.
So now we’ve discussed how a blog is profitable, we thought it would be a good idea to show your two of the best types of content you should start producing on your eCommerce website:
These are incredibly powerful articles to write. Tutorials or step-by-step guides attract the prospects that are searching for solutions.
If you are selling a product, tutorials make them easier to sell as part of an Amazon marketing campaign and for your own eCommerce website.
They should be understandable to anyone, regardless of whether they are a beginner or an expert in their field.
It should also make sense to anyone who reads it, without having to rely on previous posts to understand the concept.
This being said, you should be looking to add links in this post to your products and other posts that are relevant to the topic.
As you educate your audience, you create authority and you develop their trust.
And at the end of your blog posts, there should be a call to action to subscribe for email updates, so readers can get notified about the next piece.
Tutorial guides are profitable for your eCommerce site: the more you create and link back to previous posts, the more your traffic and leads will increase, leading to more sales.
These are also great types of posts to publish on your eCommerce blog. Case studies allow you take the reader on a journey and show how your products have helped a previous customer achieve their goals.
Case studies are profitable blog posts because they increase traffic to your website.
Customers want to see proof that you are able to back up your claims that you can help solve their problems. If you are able to win them over, you will see an increase in sales.
A good case study has a defined strategy and is honest about the results.
Success stories are just as powerful as those that show failure. The audience should be engaged with what you are saying, so it’s important to show how each challenge was overcome.
There is no standard way to present the information in your case study. It just needs to be well structured.
Include plenty of bullet points and sub-paragraphs to keep readers following your post. Make sure there are also plenty of stats and graphics to visualise your evidence.
The results show how you have got from one point to the next.
Finally, look to share the case study on a variety of different platforms. You may end up attracting an audience you did not expect to get.
Blog posts are great ways to help your eCommerce business to become more profitable. They increase traffic, rankings in search engines and conversions.
So start publishing posts on your eCommerce blog and enjoy all the benefits of those extra sales! 🙂
Tom Buckland is the Founder of an organic marketing agency based in the UK. Specialising in increasing revenues on Amazon & Google, he’s the #1 ranked Amazon marketing consultant with http://amazonseoconsultant.com/ & the owner of HQ SEO.