More and more businesses are blogging. Most businesses should. It’s more important than ever to blog because your unique voice and experience show how you are different to your competitors.
Being different is of particular importance when you have an ecommerce site. Other online retailers will likely be selling the same products, so you need a marketing strategy to help you stand out from the crowd. Especially when you may potentially be competing with the online ecommerce giant like Amazon or eBay.
You can beat your competitors on price, customer service, and even style. A blog allows you to add value to what you do. Customers will come to you for your reviews, opinions and the sense of expertise that emanates from your website.
Don’t underestimate the power of a knowledgeable, friendly atmosphere to transform your store, whether it’s physical or online.
The key is to provide value above and beyond the products you offer.
Check out these blogging ideas to get potential customers flooding to your site.
1. Highlight multiple products in a single blog post
Start by thinking about groups of products that your customers are likely to be interested in. At the very least, this is good practice for empathizing with your customers. Get into their heads and their shoes and go shopping.
Let's say you sell outdoors supplies. You could create a post for every single item you sell, yes, but a quick way to create an impact is to write a post on the very best gear you have. Try writing for people who only want the highest quality. Then put together a similar post for people on a budget.
If you run a computer supply firm, you might create a post on the best accessories, backup and storage solutions, or cleaning products. When someone has bought a brand new computer, they are likely to be interested in all these things.
2. Create online shopping guides
Shopping guides are an ideal way to bring in customers. As the owner of an ecommerce site, you will have seen all kinds of commentary from both manufacturers and customers. You know what sells, and you know why. Use your expertise to help your potential customer find the most suitable products. Help people buy from you.
The customer doesn't always hit the internet knowing exactly what they want. Their first step is often to research the subject to see what’s out there. If you can attract a web user while they are gathering information, you may well close the sale too, especially if you establish a sense of trust and authority in the process. Do it with style. Even if people don’t buy immediately, people value sites where they got valuable information. You’ll enter their consciousness and, potentially, their favorites or bookmark list.
Imagine you’re selling running shoes. You may write a guide on “choosing the right running shoes for flat feet.” Whenever someone searches for ‘running shoes for flat feet’, there’s a good chance they’ll end up on your page to inform themselves. Guess what? You also carry a selection of these shoes. Perfect.
3. Write seasonal posts
Each season will see a spike in seasonal searches. Think about how the seasons may affect your customers and how they use your products.
In our running shoes example, you might write posts on shoes that breathe in summer, or whether it’s safe to run in the rain. Then link to shoes that fit the bill.
If your site sells gift baskets, you might find it beneficial to write guides for each holiday. Something like “The Perfect Gift Baskets for Mother’s Day” or “Beautiful Personalized Gift Ideas for Christmas”.
Cash in on seasonal posts, by preparing them ahead of time. Don’t wait until the season arrives to start writing. Customers will be thinking ahead, especially if they are planning to order gifts online and will have to wait for delivery. Get your post up early and attract early shoppers, before your competition.
4. Use your customer questions
The internet has made it easier than ever for customers to ask questions about products. It has also made it easy for you to answer them. You can do this in public, which helps everyone. If you get a question frequently enough, it’s probably a great topic to write about.
Listening is a major part of marketing. Listen carefully and your customers will tell you what they want. Also, consider listening to online chatter by searching social networks like Twitter for people discussing the products you sell.
For example, let’s say you are selling smart-tv products, like the Amazon Fire TV. Your customers keep asking what video services it supports and what type of games they can play on it. By writing an in-depth guide on this subject, you will help potential customers make a decision to buy the device.
A detailed buying guide will increase sales and social shares from web users who are searching for this information. You’ll also demonstrate how much you know about your products while coming across as friendly and helpful.
And you’ll only have to answer this recurring question once.
5. Write product reviews
Increasingly, consumers are looking at peer recommendations and online reviews to help them make purchasing decisions. Writing a product review tells people about a product's benefits while showing them that you know your stuff.
This kind of content is particularly useful if you have a new product in stock because there are probably very few customer reviews available.
If you sell laptops, for example, and you get a new model in stock, you can get more traffic by being one of the first sites to publish a review of it.
Alternatively, you could create an in-depth super-review of one of your best selling products. Use a collection of customer reviews to formulate an incredibly useful and potent 'featured product' article.
Blogging is a great way for e-commerce sites to add helpful content that brings in more targeted visitors and increases conversions. Lift your e-commerce site above the competition by becoming a known resource for relevant information. Watch your sales figures rise.