Does An Ecommerce Business Need A Blog? (The Pros & Cons of Blogging For Businesses)
If you’re unsure whether blogging would be good for your ecommerce business, you only need to look at the top Fortune 500 companies to see how successful a business blog can be. From Walmart and Amazon to Exxon Mobil and CVS Health, companies all over the world use blogs to increase their visibility, grow their consumer base and drive sales.
Before we dive in, here are some quick stats on how an ecommerce business blog can help:
- At least 50% of blog readers are also online shoppers
- Up to 60% of customers believe that reading blog posts help them connect to the company
- Websites with blogs get over 400% more indexed pages than those without
As you can see, blogging a great way to grow your business, but how do you know if it’s a way to meet your ecommerce business objectives? Continue reading to understand the pros and cons of blogging for ecommerce businesses.
What is an Ecommerce Business Blog?
Ecommerce business blogging is simply a type of blogging intended to attract visitors to your website or online shop, provide relevant and useful information to your customers, and ultimately generate leads and convert those leads into customers. It’s a way of organically building a customer base and attracting new leads without having to spend a lot of money or carry out hard-sell strategies.
Is Blogging Good for my Ecommerce Business?
So, why blog for your ecommerce business, and is blogging actually good for business? The short answer is a resounding “yes”. Many successful online businesses, and even traditional brick-and-mortar businesses, depend on blog posts in order to reach more people, earn their trust, and reinforce the image of their brand.
Blogging also helps in humanizing an ecommerce business. It gives you the ability to express your personality a bit more, which in turn makes your audience more likely to engage with you. A business blog can either be an integrated part of your website, or it can be a separate website of its own. The main purpose here isn’t to directly sell or promote online products and services, but to attract visitors and convert leads with interesting content.
You should post blogs on a regular basis and include videos, images, and infographics on topics that are related to your ecommerce business or industry, and that are useful and interesting to readers. Ecommerce business blogs typically include:
- How-to articles or informative product content (that’s not too sales-y)
- Behind-the-scenes blogs, like the company’s origin story or how products are made
- List articles, like “Top 10 Staff Picks” or “5 Ways to Use X”
- Relevant news or insights that your customers will find interesting
Blogging for business is also important if you want to build trust with your customer base. For instance, a company that sells camera accessories would be smart in starting a blog that talked about how to use certain accessories, what the best cameras are, how to take great photos or any other topic that’s relevant to photography.
This will attract professional photographers and hobbyists alike, who may eventually be converted into buying products once the company has earned their trust. This is how blogs help companies establish a reputation for being experts in their field.
Pros of Blogging for Business
- Rank higher for targeted keywords
Search engine optimization (SEO) is probably the number one reason for an ecommerce business to have a blog.
You should always include targeted long-tail keywords in your business blogs. If well-researched, these keywords can attract organic traffic to your website by ranking higher on search engine results pages (SERPs). This is because Google’s (and other search engines’) algorithms are designed to display the most relevant, updated, and high-quality search results.
However, it’s not just a matter of choosing the right keywords, but more importantly about how you use them. You should never be cramming keywords into your blog posts. Instead, use them strategically by weaving them into relevant places. Your aim should be to produce high-quality content that provides value to your target customers. Content should always be informative and authoritative, not solely based on using as many keywords as possible.
- Attract new leads
You can attract more leads and convert them into customers if your website ranks higher in the SERPS. In fact, many potential customers may not even know that your ecommerce business exists. But, one day, they may be searching for something in your industry, or just simply browsing, and will accidentally stumble across your business blog. In many cases, this is how new leads are secured.
- Evergreen content
Although blog posts should be refreshed from time to time so they’re up-to-date, some content that you’ll create will be evergreen. This means that their usefulness and appeal will always be valid.
This type of content can continue attracting new leads (and pushing you up search results pages) long after it has been published. For instance, if you’re offering landscape design services, blog posts about gardening will always be relevant.
- Builds a good reputation for your brand
Blog articles that are well-researched and genuinely informative can significantly help build your ecommerce brand’s reputation. You don’t even have to always showcase your product; you can focus on problem-solving for your target customers and relate it to your brand.
Eventually, your blog could become the authoritative and a go-to reference for your niche market. For example, if your business is about selling parts online for restoring vintage motorcycles, blogging about the technical and mechanical details of old motorcycles will be very useful to other restorers and enthusiasts, who may then go on to become your customers.
Cons of Blogging for Business
- Great blogs take time
If you want to produce high-quality content, you need to invest time and effort. From researching relevant facts and data to proofreading your posts and uploading them to your site, it takes time.
Even if you have a team of writers, each one still needs to spend hours researching, writing and polishing their pieces. If you do plan to start an ecommerce business blog, you’ll need to make sure you can stay consistent and give it the time it requires (you could also contact us for a chat if you’re considering outsourcing your blog or other aspects of your marketing function).
- You need to know a bit about design and websites
Blog posts aren’t just articles – they may also include infographics, videos, and images. Integrating various types of media into one post and using the right platform for it requires some technical skills. For instance, proper layouting of a page might require basic knowledge of HTML and CSS. You’ll also need to know about keyword research and search engine optimization (SEO) strategies to help ensure your blog posts will reach your target audience.
- Possible inconsistencies
Even if you’re the only one writing blog posts for your ecommerce business, there will inevitably be some inconsistency in terms of how frequently you can write posts. This could be multiplied several times if you have multiple employees creating posts. To minimize inconsistencies, consider implementing a style guide so that everyone’s on the same page in terms of language, tone, graphics, and so on.
Want to find out how to use blogging to take your ecommerce business to the next level? Let’s talk.