Most E-Commerce owners understand the importance of developing a strong web presence. They actively invest resources for designing their storefront and creating E-mail marketing sequences.
While all that is essential for creating awareness about your products, there’s one strategy for creating an authoritative online presence that often fails to get enough attention – the company’s Ecommerce blog.
(Update – I’ve started a blog The Creatives Hour where I write about creativity, journaling, and planning.)
There can be two reasons for you to not invest in your blog –
- You believe that using SEO optimized blogs to get targeted ready-to-convert organic traffic is a thing of a past.
- You believe that forming and executing a long term content strategy for your blog is too difficult, time-consuming, and not worth the effort or time.
Yes, you can no longer stuff keywords in your blogs and start generating a huge amount of traffic quickly. But, you can still write quality content that adds immense value to your users. Even today, writing blogs is a recommended marketing strategy for Ecommerce businesses to get organic visitors that are likely to convert into users.
Let me show you an example — I wrote an in-depth guide about Lemon Tea for a Tea Brand Teakruthi. Despite being a new website with a low domain rating of 5, the blog started ranking on Google and gathering relevant traffic, that converts into buyers!
This is just one example of how quality content on your blog helps your business. Instead of relying solely on Google Ads alone, you can create quality content that keeps bringing relevant traffic that converts.
Note how the company would have to spend $224 every month to get the same traffic through Google ads. Considering this, you can understand how investing in creating high-quality SEO optimised content for your blog has a huge ROI.
But, an increase in traffic and conversions is not the only reason to have a blog. Below, I’ve listed some other important reasons for your company to have a blog.
1. Educating Users About Your Products Through Your ECommerce Blog
A lot of businesses assume that their product/app/software is easy to understand. For this reason, the description of a product is limited to the ‘Product Description’ section of the product listing. But, is that always enough?
When I started writing for Kama Ayurveda, I was keen on following a customer-centric approach. Analyzing their Instagram Account revealed that people had a lot of questions to ask about their products. Every post about the product had at least 4–5 questions in the comments section.
I noted down all of these questions and created a complete guide about one of their bestselling products — Kumkumadi Oil. The guide not only answered these common queries but also broke down the benefits of each of the 26 ingredients used to prepare the product.
Within two months, the blog started generating a good amount of traffic organically.
Note how the blog ranks on #1 for a high conversion keyword – best kumkumadi oil. When we made this blog a part of our paid marketing campaigns to retarget users who had expressed interest in the product, it resulted in a further upward trend in product sales!
2. Use your Ecommerce blog to tell a compelling story about your products
Yes, it makes sense to write educational blogs if your product’s one of a kind. But, what about when you’re selling something as simple as a T-Shirt?
Well, then your job becomes to tell the story behind your product. One blog that I absolutely love is The March Tee Blog.
They go a step ahead and actually breakdown the process of the creation of their T-Shirts.
I’ve no idea if the process is really different from the way most other T-Shirts are made. But, you tell me a story that’s this beautifully illustrated and I’m sold!
On similar lines, I love how Urban Outfitters blog about their Artist Editions.
Actually showing the faces of the artists and telling their story helps the users in connecting with the brand. Everyone loves that human touch.
3. Make your users a part of your journey through your blog
It was during the time I was working with Marsplay, a social-commerce Fashion App, that I truly understood the importance of building a strong community around your product.
A sticky community around your product is your biggest USP. It isn’t something your competitors can replicate easily. (I realized this when Marsplay’s competitors wanted to hire me just to build a similar community for their product. :P)
Your blog is a wonderful means to make your users a part of your story. At Marsplay, we wrote stories about our most loved users and include their content in our blogs about fashion trends.
Not only they loved getting featured, but they also helped us in distributing it by actively sharing it on their social media channels. And, did I mention that getting your content promoted by micro-influencers is the lesser-known content marketing hack?
March Tee blog also tells stories of its customers to make a strong statement about their products.
4. Put Behind The Scenes Content On Your ECommerce Blog
Most Direct To Commerce stores are run by a small team with people who wear multiple hats and work day-in and day-out. Trust me when I say this, your customers love to have a sneak-peak into the way you work once in a while.
While Snapchat and Instagram stories are an easier way to show what goes on behind the scenes. But, blogs have their own importance in building an authentic connection with the audience.
No-one does this better than Buffer and you can surely take inspiration from their blog. They take pride in their work culture but they are transparent about their daily struggles with remote work as well.
Their blog description reads —
Our journey as a remote, transparent company trying to create a happier workplace culture.Buffer Blog
Apart from giving out a lot of takeaways for the users, their open blog positions them as an honest and trustable company.
5. Define your company’s voice through your blog
If your brand was a person, how would he/she talk? What are the things they would care about? What will be their values?
When you are interacting with your customers through an E-Commerce store, you have got an extra challenge — You’re not speaking with your customers directly.
Your blog can help in bridging the gap by helping your brand develop an overall persona. For instance, DollarShaveClub has a humourous touch in their blogs. And, it’s not some pretentious humor.
They provide value through their content. But they also ensure that the voice and tone in all their blogs have a personal touch!
6. Position yourself as a though leader through content
People connect with people. People buy from people.
There’re multiple stories of successful brands that started out as blogs. Why?
Because once you’ve built an authority and trust by publishing quality content, it’s easier to sell products that will actually solve problems of your audience and suit their taste.
An over-used example of this Glossier’s blog Into The Gloss but I’m going to talk about it anyways. Forbes article quoted that Glossier isn’t an example of E-Commerce. It’s an example of emotional commerce.
Its founder Emily Weiss had started by blogging about beauty regimes of fashion famous. She personally interviewed them so the content was as honest as it could get. Not long after the blog was successful, she announced the launched Glossier with a blog post!
Below’s an excerpt from that blog post —
“But you already know this, because you’re here, which means you most likely have a Top Shelf of your own that’s been informed by this website. Which is incredible. The sheer fact that there’s a place on the internet that celebrates women’s brains and beauty, fosters community, and brings to light the best products in the world, is enough to make me retire, take up golf, and sleep 8–10 hours a night.”
Use your voice to envision the world that you want to create through your business products. Your company’s blog a great place to exercise transformational leadership and establish the vision that you’re working towards.
Key Takeaways –
If your E-Commerce business doesn’t have a blog yet, chances are you feel inspired to have one now. But before you feel tempted and start writing the first blog post yourself, here are a few things to keep in mind.
- Think about the core values of your business and the USP of your offering.
- Have a strong content strategy in place before you hire a content creator. If you struggle with developing the strategy, then you probably need a marketing consultant to help you out.
- Make sure that your blog stands out with its content and its design. Know what exactly you want your users to do once they land on your blog.
- Have clear CTAs for email signups and product placements to drive sales. Install pixels so that you can retarget the users through paid campaigns.
- Don’t make it into just another boring company blog that only talks about its product updates and new releases. Entertain, educate, tell stories, and provide value to your users.
I am Shreya Dalela, a content marketing strategist and consultant. My expertise includes creating SEO optimized long-form content and increasing the organic blog traffic by 4X within 3 months. My Medium blogs have reached over 300,000 people and generated leads worth 100K USD+.
Need help with content strategy? I can help you. Head over to the hire me page or drop me a line at firstname.lastname@example.org