So, you’ve decided to launch an ecommerce business and are feeling ready to take on all that this entails. You know you have amazing products to offer, a professional website, and a growing presence on social media. Is it actually necessary to start blogging too?
Although blogging isn’t technically a requirement to begin selling goods or services online, it can help you reach your goals and achieve greater levels of success much more quickly. If you don’t have a blog that shares valuable content for your audience on a regular basis, there’s a good chance that you’ll soon find yourself falling behind the competition.
In this article, we’ll take a look at the top reasons why your ecommerce store needs a blog and how it can benefit your business!
1. Boosts SEO
Regardless of what you sell, be it fluorescent beach towels, Halloween costumes for guinea pigs, retro peppermint candy, etc., SEO is going to play a crucial role in the success of your online store.
A website that’s well optimized for search engines like Google will help you appear higher up in search results, providing you with better visibility and driving organic traffic. This is essential, as 75% of internet users don’t check out sites beyond the first page of search results, according to SMA Marketing.
Besides using the best ecommerce platform for SEO, another way to get your store to rank higher on Google is by having a blog, which offers numerous SEO perks:
- Increases indexed pages: Search engines love fresh content, and each blog post adds a new indexed page, increasing your chances of ranking for various keywords.
- Gives you more keyword opportunities: Blogging allows you to naturally incorporate relevant keywords, including long-tail keywords, helping you rank for more search queries.
- Encourages backlinks: High-quality blog posts attract backlinks from other websites, which is a strong ranking factor for SEO.
- Improves dwell time: Engaging blog content keeps visitors on your site longer, which can signal to search engines that your content is valuable.
- Enhances internal linking: You can strategically link to other pages on your site, helping search engines crawl your content more effectively and keeping visitors interested.
2. Establishes authority and trust
Publishing valuable content positions your brand as an expert in your industry, making shoppers more likely to trust and buy from you. This is especially important if you’ve just recently launched your ecommerce business and are trying to attract your first customers.
Put yourself in the shoes of the consumer. Say that you’re looking to buy new skis and willing to invest in a high-quality pair that’s going to last for a decent amount of time.
In your research, you come across the sites of two different brands: the first serves as a traditional online store simply promoting its products for sale, while the second also has a blog featuring engaging content on topics pertinent to you as a skiing enthusiast, such as “How to Choose the Best Skis,” “How to Improve Your Skiing Technique,” and “Best Ski Destinations for Every Skill Level.”
Provided that both brands’ product offerings are similar in price, you’re probably more likely to purchase from the second site, as the company seems to be well informed and care about their customers.
3. Supports content marketing
As a busy entrepreneur, it can be tricky trying to handle all the different aspects of managing an ecommerce business on your own, especially when it comes to developing a well-rounded content marketing strategy. So, as the saying goes, why not work smarter, not harder?
Having a blog provides you with content that you can repurpose for various types of content marketing, helping you maintain an active online presence with less effort!
For example, you can break down key points from your blog into bite-sized social media posts or summarize blog content into an easy-to-digest infographic to be shared on platforms like LinkedIn, Facebook, X, Pinterest or Instagram.
In need of videos? No problem! Just convert your blog post into a video script or podcast topic to reach audiences who prefer audio/video content, then share it on YouTube, TikTok, or a podcast platform.
Another option is to incorporate information from a blog post into an email newsletter, providing key insights and linking back to the full post to keep your audience engaged. Consider also grouping related blog posts into a longer, downloadable resource, such as an eBook, that can be used as a lead magnet to grow your email list.
4. Encourages repeat visitors
It’s simple: if your blog offers value by providing fresh, valuable content that keeps visitors engaged, they’re more apt to return to your site. When shoppers find informative articles, product guides, or industry insights, they have a reason to come back beyond just making a purchase.
Regular updates build anticipation, fostering a habit of checking back for new content. This increased traffic boosts brand recognition, trust, and credibility.
Repeat visitors are more likely to convert into loyal customers, leading to higher sales and long-term growth. In addition, consistent engagement improves SEO, attracting even more potential buyers and strengthening your store’s online presence over time.
5. Develops your brand voice
Although your brand voice, which is the distinct personality, tone, and style your company uses to communicate with your audience, can be heard in your product descriptions and other copy on your website, blogging is a great way to strengthen this crucial branding element.
A strong brand voice makes a business more recognizable, builds trust, and fosters emotional connections with customers. It reflects the brand’s values and helps create a consistent experience across all platforms.
By writing thoughtfully crafted blog posts on a regular basis, you’ll be able to consistently express your business’s messaging, tone, and style. Through your content, you can showcase your expertise, tell stories, and engage with your audience in a way that aligns with your brand identity.
When you consider that, based on an Ipsos report, 52% of consumers are willing to spend more on a brand that resonates with them, it’s clear that being able to develop your brand voice via your blog is advantageous indeed!
Consistency in your brand voice is going to strengthen brand perception, differentiate your business from competitors, and help establish authority in your industry. With a well-maintained blog, you can ensure that your brand’s voice remains clear, authentic, and engaging.
6. Fosters a community
Even if you perform extensive market research before launching your ecommerce store, you’ll still need to constantly keep your eyes and ears open to understand how your target audience’s preferences and pain points evolve.
Blogging allows you to not just share valuable content but also engage with your customers and build a community. You create a space where customers can interact, comment, and share their experiences.
This sense of community strengthens trust and keeps your audience engaged beyond just transactions. A loyal community leads to repeat customers, word-of-mouth referrals, and increased brand authority.
Furthermore, by reviewing readers’ comments and reactions on your posts, you’ll be able to get a better feel for what they want in a product and/or service. This in turn will help you to better tailor your offerings to meet their needs.
7. Gives you an edge over competitors
In the world of ecommerce, the competition is undoubtedly fierce. Unless you’re selling extremely niche items, there are bound to be at least a few other online stores competing with your business.
However, as many ecommerce sites don’t blog consistently, you can stand out from the crowd by providing valuable content that attracts and retains customers. Let your personality, one-of-a-kind perspective, and knowledge shine through your blog posts!
Keep in mind that you can’t just put out any kind of blog content and expect to engage your audience. Here are a few tips to better stand out with your blogging efforts:
- Create unique, value-driven content: Instead of generic product promotions, offer in-depth guides, tutorials, and expert insights that solve customer problems. Supplying actionable tips and industry knowledge builds trust and keeps visitors coming back.
- Incorporate engaging multimedia: Use high-quality images, videos, infographics, and even interactive elements like quizzes to enhance the user experience. Visual and interactive content is more shareable and helps your blog stand out.
- Leverage user-generated content and stories: Feature customer testimonials, success stories, and user-submitted content to add authenticity. This builds community engagement and makes your brand feel more relatable.
A blog isn’t just a nice little extra for your ecommerce store—it’s a powerhouse for boosting traffic, building trust, and turning curious visitors into loyal customers. So, if you’re ready to stand out, drive sales, and become the go-to expert in your niche, it’s time to start blogging and watch your brand thrive!
