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Should You Run a Blog on Your eStore?

“But many ecommerce websites do not have blogs”, we hear you say.

While the benefits are clear for publishing a blog if you run an information site or a small business with just a few products to sell, what if you have hundreds of products? Or thousands?

Should you really make the effort to publish a blog post once or twice a week?

The truth is, a blog can have many benefits for your ecommerce store. Here are a few reasons why you should consider starting one.

Direct More Targeted Traffic

No matter what your business is or what is being sold, a blog is one of the best ways to get targeted traffic to a website via the search engines.

It's a well-known fact that Google loves fresh, unique content published regularly. If the content being used is meant to discuss the sort of answers that customers are looking for, and the right keywords are mentioned in the content, this is going to help increase the site’s traffic.

A lot of SEO also involves building links.

But who wants to link to product pages?

Links to a high-quality, informative blog post are much more likely, improving SEO further.

And when it comes to products, customers will have many questions. In fact, they will often search for these very questions in the search engines. By answering these questions in your blogs, your estore's visibility in the search engines will increase.

Get More Engagement

The keyword for many online businesses these days is "engagement."

Get more people to engage with your brand, via a website and social media, and this will translate into more sales over time.

A blog allows you to engage with consumers directly on your website. The very nature of a blog means that it is the ideal place to show the brand’s personality, the real people and real voices that make up a business.

In addition, the comments section of each blog can be used to begin a discussion and generate even more engagement.

The fact is, a blog is the foundation of content marketing. Once you are publishing a regular blog, there is a reason to send people to this website, to link to the content in social media, to direct email subscribers back to your latest post, and more. If this is one of your goals, Shopify is definitely an option to explore, as it offers a full blogging platform as standard, meaning that adding plugins won’t be needed in order to blog.

Capture Returning Visitors

Research shows that 99% of visitors don't buy on their first visit to a website.

Regular content in the form of a blog is a fantastic way to attract them and get them back on your site time and again. It gives people a reason to return to the store until they are ready to make a purchase.

A blog keeps a site visible, keeps it in front of people, and helps convert more customers.

Share Content on Social Media

Share your blog content on social media platforms

A social media presence is almost essential for any ecommerce business. Many businesses use it as a way to provide instant customer service, as well as to reach out to prospects, build a community, and increase engagement.

Sharing other publishers' content is very much a part of social media, but it really helps to create original content to share. Blog posts are perfect for this, allowing regular content to be published and generate more engagement. Have a look at BigCommerce and their seamless social integration included in every package, which is great if you are just starting out.

Provide More Info on Products

Blogs provide space to go into much more detail about the products being sold. While a product page should be kept to a reasonable length, your blog posts are perfect for writing more about the history of a product, the production process, how to use it, where to use it, and more.

A blog provides the ideal way to talk more about your products without cramming it all onto one product page.

Some Ideas for Blog Topics

If you've been convinced that a blog is a great idea for your ecommerce store, now is the perfect time to discuss what to write about.

As mentioned earlier, one of the best types of blog posts for ecommerce sites is to answer questions from customers. Every time someone asks a question about a product, make a note of it. When you get time, write up a blog post answering the question.

More people will be asking the same questions about your products, and they will often ask these questions directly in the search engines. This provides the perfect way to get more visibility, as well as to provide value to prospects.

Product stories are always a good option if you make the products yourself. Talk about how they are made, where they come from, the materials used, and more.

Provide detailed instructions on how to use the products, perhaps adding images or videos to demonstrate a particular use for them.

Blogs can also be used to go into detail about sales and special offers that are going on.

You can even use blogs to go beyond your own products and write about other products that relate somehow, providing more value to visitors.

Launch Your Own Blog

Many ecommerce platforms contain a blogging feature, meaning the mechanics of starting a blog are often very easy.

Once you have found a platform, start coming up with ideas for posts. Create a schedule, and start with one or two posts a week for the next three months.

Then plan topics, start writing, and benefit from having a blog on your e-store.

Blogs are the ideal way to generate more targeted traffic and increase engagement with your prospects. Check out some of the best ecommerce platforms and make sure you look at their blogging features when choosing one.


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