Ecommerce websites have a direct approach to sales – consumers come to the website to buy products, so the focus is on displaying these products as prominently as possible. While blogs are widely acknowledged to be a great way to creatively present the company’s ideas to its customers, it is understandable that Ecommerce companies think they don’t require it. How will a blog help with sales? Won’t it be distracting the customer from actually looking at the products he came to buy? Is there real value that a blog adds or is it just another trend to follow?
We’re here to give you the complete lowdown on why Ecommerce websites need a blog and the many ways it will benefit them.
- To improve SEO ranking
Search engines work in 2 ways – through content crawling and by building an index. This is what allows them to throw up the most relevant results to questions asked by users. Blogs hugely influence your SEO ranking because of the many possibilities it provides – you can include internal links, specific phrases or keywords and a lot of relevant information about a product/topic. This is why when you search for a certain product – after the advertisements, the first few results are almost always a blog discussing the product. Now imagine if your Ecommerce website had blogs, it would show up in the top results, the user would follow the link and eventually be lead to the page where he can buy the product directly. Extremely simple yet effective.
- To enhance the visibility of your website
We live in a time when more content is being consumed and shared than ever before. Websites that host think pieces, opinions and blogs create posts that have been shared hundreds of times. This shows that users are more receptive to reading a variety of topics and knowledge really trumps all. When you have a blog that is updated regularly with high quality posts that are relevant and interesting – people will come back to it, subscribe and share on social media portals. . The more you blog, the more visibility you are getting for your website and brand, eventually meeting your targets of increasing sales.
- To increase the number of entry points to your site
Having a blog increases the number of pages you have on your site talking about various products. Have you ever read an article on Wikipedia and stopped at just one? The many internal links on each Wiki page leads you down a tunnel of information (until you realize you’re quite far away from where you started). Now think of this while keeping your Ecommerce business in mind: a user clicks on one of the many blogs you have, he then follows the internal links in the blogs until he reaches a product page and then there is a higher possibility of converting it into a sale. If it was a product he was already interested in, reading a quality post on it would persuade him to buy it from your website rather than anywhere else.
- It gives your company a voice and makes you relatable
Once a user reads a well-written post about a product on your blog, he will automatically make a positive connection to your brand. The next time he is looking to buy something, chances are high that it is to your website he looks to. A good case in point is what the American Ecommerce website Groupon did. Their blogs were one of the most widely shared because of the witty “Groupon voice” it had cultivated over the years.
We hope this post helped you understand how blogging might be just the tool you need to grow your business further. Keep a lookout for more posts from Tenovia on social media trends and other digital marketing strategies that will help you with your own business.