Someone has to tell you. Even if your social game is strong and your website’s sales funnel is working well, your eCommerce store really does need a blog.
Why do we say this, when we know you already have so much to do as an online business owner? Because blogging—good content on a regular schedule—can help you grow your business in at least seven different ways.
The past couple of years have seen more businesses moving into eCommerce. Lots of local brick-and-mortar stores, retail chains, and even manufacturers that used to sell only to other businesses have all added eCommerce to reach customers stuck at home and make up for lost in-person sales.
That means there are a lot more eCommerce stores to compete against for visibility in search results. And that means you need to rev up your SEO engine.
Regular posts create new site content that can improve your search result rank. So can posts that include the kinds of keywords your customers search for, whether that’s “Bluetooth workout earbuds,” “organic hamster food” or something else.
Whatever you sell, chances are there are customers out there looking for tips on how to use it. This is true for everything from skin care products to sports equipment to home improvement supplies. So, give those customers what they’re looking for, and make your how-to and tutorial posts so useful that people will bookmark them and keep coming back to learn more.
For example, Lowe’s offers an extensive library of how-to content, each of which include product links, instructions and more. This is the kind of content someone might save and refer back to as they complete each step in their home-eco-makeover project.
You can probably do something similar for the products your store sells.
You probably already know that your email list is the foundation for effective marketing. If your blog offers content that your customers like and can use, it can help you grow your email list so you can get your exclusive offers, promotions and product news in front of more customers, faster.
You don’t have to use a pop-up box to get people to subscribe, either. Beauty brand Orly takes a less hard-sell approach with a simple, linked call to join their email list at the end of its blog posts, just above its social links.
So, that’s why we think your eCommerce store needs a blog: better search visibility, more site visitors, a bigger email list, more customer loyalty, more sales, a bigger social audience and a way to attract job applicants who are a great fit for your business.
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