If you’re an online retailer, managing an ecommerce blog might not sound like something you have time to put at the top of your priority list. After all, you’ve got supply management, digital marketing, advertising, customer service and a million other things to handle. Could a weblog really be that important?
The answer is unquestionably yes.
Your blog can make your website and products more visible and accessible to your current and potential customers. It makes your brand name more trustworthy , determines authority inside your industry , and helps it be more likely customers will choose you when it’s time to make a purchase.
But managing an ecommerce blog is time consuming, and it’s not always easy. That’s exactly why we put together this finish guide on how to do it. In the article to follow we’ll include exactly why a blog is essential to your business, how to use your site as a tool for development, and how to efficiently manage it on a day to day basis.
Let’s get started.
- Ecommerce weblogs are important to companies because they increase brand visibility, believe in, and authority with target audiences.
- Blogs should be notable and easy to find on your internet site.
- Visual content is an effective method to make ecommerce blog content more engaging and shareable.
- Content calendars drive strategy by keeping you responsible and ahead.
- Outsourcing article marketing can help you save money and develop a more impactful blog.
Why perform ecommerce brands need a blog?
Search engine rankings
In 2021, when people look for products, they start with a search engine. In fact , 93% of most online experiences begin with research online. If you want customers to be able to discover your brand and internet site, you must position on search engines .
One of the surest methods to increase your search engine rankings? Maintaining an energetic blog. Research by Hubspot found that websites with blogs have 434% more indexed pages than websites without one (and 55% more visitors, too).
Builds brand name trust
Brand trust is one of the most important factors an individual considers when deciding whether or not to make a purchase. Recent analysis shows that trust comes second only to price when individuals are deciding on both new brands to try and whether or not to stay devoted to brands they currently use.
Managing an ecommerce weblog takes significant time and effort, but it also shows potential customers that you care about providing value for them outside of just the products you’re marketing.
Blogs permit customers to build trust in your own brand by getting to know a person as they engage with consistent, high-quality content .
Gives you brand name authority
Section of brand trust is setting up brand authority. Brand authority is the degree to which your audience sees you being an expert in your industry.
Managing an ecommerce blog on your website provides you with an opportunity to build your authority by covering topics relevant to your clients and products. As you try this over time, customers will know they can turn to you for dependable information and answers. After that, when it comes time to make a purchase, you’re already at the top of their list.
Your blog contributes to brand authority in other ways, too — some of which we’ve already discussed. When your internet site is consistently ranked high on Google, for example , it sends the (accurate) message that you’re a leader in your industry . Blog posts are often shared on social media channels, which creates social proof and displays potential customers that others consider you an expert, too.
In short: your ecommerce blog is a way to set up that customers can not only trust you, but also rely on you to provide accurate solutions and expert insight.
Increases brand visibility
Blogs benefit ecommerce businesses by boosting their overall brand visibility . This happens in two main methods: search engine rankings and shareable content.
We know how important it is to appear on search engine results pages (SERPs), so let us focus now on shareable content.
Shareable content is just what it sounds like: content material that people are inclined and very likely to share through other stations. They do this mainly by posting it on their own social media marketing channels, but also by delivering it directly to others in their network when they find it interesting or want to recommend a specific product.
This is important because in general, people trust recommendations and testimonials of other buyers more than they actually brands themselves. Leveraging your website to create brand name advocates who also voluntarily market your products for you? A total no brainer.
Helps you build relationships customers
Weblogs give you the opportunity to engage with customers in a number of ways. You of course build connection when you develop content that they interact with and enjoy. But you can also engage straight with readers in your comments sections and on social media blogposts where your content is distributed. These efforts make your customers feel more connected and loyal to your brand while also building a sense of community amongst your target audience.
The Complete Explained Managing an Ecommerce Weblog
Now that we all know why you need an ecommerce blog, let’s get down to the business of actually managing it. First, we’ll cover how you can leverage your blog to really grow your brand. Then we are going to jump into how you can virtually maintain it on a daily basis.
Making your blog a tool for business growth
Allow it to be easy to find
You need to make your blog as easy to find as possible on your website. There are some surefire ways to do this.
First, put your website on your main website routing. Your site’s navigation may be the map visitors use to explore your content and ultimately evaluate if your brand can provide their needs. Second, create your blog visible on your squeeze page. You can do this by adding feature posts to your page that highlight recent or popular articles.
Here’s how we do it on the Marketing Insider Group homepage:
You may be inclined to feel like a blog on the main navigation or squeeze page could take away from other areas you’re trying to send clients (namely to your ecommerce store to make purchases), but the truth is that many people only spend about 15 seconds on your site, plus 95% won’t return after their first visit. That perfect path to customer conversion doesn’t exist.
A much better strategy is to do anything you can to keep visitors browsing your website, and high-quality, related, interesting blog content is an efficient way to do it. Then you can include CTAs and other conversion strategies in your content to keep driving users toward the end objective.
Be sure it reflects your brand personality
This your easy — don’t be uninteresting! What makes your brand distinctive? Why do customers want to buy your products? What’s the tone of your brand tone of voice? What interesting things do you have to say?
Ask yourself all of these questions and more whenever you’re building your blog content. Your blog shouldn’t exist simply to house content that will help you position. It should be a real, true, authentic representation of your brand. This will be reflected in the topics themselves, the tone you use in your writing (ex: formal vs . informal, funny versus serious), and your blog design and design.
Get creative to make sure your ecommerce blog really shows what makes your brand specific.
Incorporate plenty of visual content
Visual content is the most in-demand and shareable type of content on the internet. Video content is particularly popular with consumers. Here are some stats to consider:
- Cisco reported that by 2022, video will are the reason for 82% of all online traffic
- Videos are 53x more likely to generate first-page SERP rankings than additional SEO tactics
- 84% of consumers have been convinced to get a product after watching a video
Those people are hard numbers to ignore. Some insight on other visual content:
- Infographics are like and shared 3x over any other type of visual content material
- Social media articles with images see 2 . 3 times more engagement than text-only posts
- Blog articles with images get 94% more views than those without them
The particular takeaway here is clear: appealing, high-quality, shareable visual content material is a must for ecommerce (and all) blogs.
Promote it on your interpersonal channels
End up being your own brand advocate, too! Grow your brand advocate military for sure, but don’t depart it up to them to share your own great content. Post your blog articles on your business’s social media marketing channels and have your employees share them, too, for maximum visibility.
Managing an ecommerce blog day to day
Choose who’s responsible
Managing an ecommerce blog won’t work if it’s only an afterthought. Be sure to make a clear decision about who on your team is in charge of managing the blog. Communicate effectively so that person or team knows to make it a priority. Or else, your blog will likely fall through the cracks and lose steam.
Use a articles calendar to stay ahead
Content calendars are a key tool businesses use to keep the entire content strategy — including your ecommerce blog — on track. They have several essential benefits, including:
- Keeps you structured and accountable – You’ll be more accountable to your content material plan because you’ve discussed it ahead of time.
- Gives you a much better grasp on your content – Rather than always focusing on the following post, you’ll gain an even more holistic understanding of your content designs and trends over time.
- Can help you identify opportunities – Maintaining a content calendar can help you identify opportunities to collaborate and source content ideas from all other places inside and outdoors your company.
- Leads to better articles and results – With time, your content is going to get better when you plan it more intentionally. Better content means better engagement, and more engagement indicates higher marketing ROI.
Plan around larger business initiatives
One of the best places to consider ideas to fill up your content diary is within your own company’s routine. Plan content around essential events like sales, product launches, events, and other essential happenings.
Outsource if you need to
Did you know that over 70% of brand names outsource their content creation in order to specialized content agencies?
If you’re a business owner, you probably don’t have a lot of time to write blog posts and manage your blogging strategy. Hiring in-house staff may not fit into your budget.
But everything you can’t do in-house, you can do with outsourcing.
In fact , by partnering along with professional content creators plus strategists, you can build a much more impactful blog without having to have the time-consuming and expensive trial and error that often comes with nailing business blogging.
Once you outsource, you can pay for the services you need and then scale upward or down accordingly. You’re more agile and continually ready to pivot.
Boost your business now with an ecommerce blog
If you’re ready to make excellent blog content a core part of your marketing strategy, Advertising Insider Group can help. We now have a team of SEARCH ENGINE OPTIMIZATION experts and writers who are able to work together to deliver you ready-to-publish content every week for a yr (or more! ).