What does a blog on your online store do to help you achieve success? What if I tell you that there is a way to increase your store traffic and conversion rate for free?
This method is blogging, and here are the reasons why you should blog on your online store:
- Build credibility for your brand
- Leverage SEO to rank your pages
- Create internal links to your products
- Provide value to your audience
- Make your content shareable
Blogging is one of the most commonly missed marketing opportunity that dropshippers and e-commerce operators miss.
For one, many people do not understand—or do not believe—the power of blogging. Despite blogging being one of the most powerful ways to make money online, there seems to be a common belief that blogging does not work for an e-commerce store.
This is hogwash—that I have to say.
The other common reason is some entrepreneurs are not writers. And some merely want to focus their attention on advertising.
We will address these blogging objections later on. For now, let us see the benefits of blogging on your online store.
When readers buy products and services discussed on our site, we earn affiliate commissions that support our work.
1. Build credibility for your brand
Posting products online is easy. You get these products to your customer’s eyes, they see it, and they do not buy.
To begin with, who are you? If you are not a known entity, there is little likelihood for people to buy form your store.
No amount of fakery will convince a site visitor to purchase from you. What are these fakeries?
- Fake product reviews that you get directly from AliExpress
- Fake displays telling site visitors that “someone added this product to his cart five a few seconds ago”
Credibility is the foundation of any successful business, which you have to build over time. Many entrepreneurs take to social media like Facebook and Instagram, and these things work.
Here is the thing—your social media posts have a dependency on the platform. You will never have control over the impressions of your posts. Besides, your social media posts can easily get buried underneath a pile of new posts from other people.
Social media posting works, but it is a highly active method of promoting content. Blogging, on the other hand, is passive. Once you have posted your content, it is on your website forever, ready for consumption by any site visitor.
An eCommerce blog builds credibility not just for your store but for you as the owner. It is a way to show people that you are knowledgeable about what you are selling. If done right, the blog itself can be the entry point for your sales funnel.
Once a site visitor finds you credible, it is easier for that site visitor to part with his money and pay you, or order products from you.
2. Leverage SEO to rank your pages
Advertising works—I will not deny that. However, it is costly and would only bring sales for as long as your ads are active.
Once the campaigns are over, you have to spend money again.
Why not build a marketing channel that is free for life? Yes, blogging is the ultimate advertising and marketing campaign that is going to last you a lifetime.
Because of search engine optimization.
If you use the right keywords, add value, and provide useful content, Google would organically rank your blog post on the search engine result pages (SERPs). The higher you rank, the more traffic you get—free!
Traffic is your store’s bloodline. Without it, you have little to no chance of making a sale. With blogging, your posts would always be there for Google to show to users—free.
And once a person finds himself in your blog post, he just got his foot in the door of your store. He may browse your products and ultimately buy.
3. Create Internal Links to your products
Bloggers make a living mostly through info products and affiliate marketing. They capitalize on the traffic they get from organic search results and then make money off of commissions.
The way it works is they place their affiliate links strategically in their blog posts. If a site visitor clicks that link, he goes to the product page of the merchant. If he buys, the blogger gets a commission.
I wrote a lengthy blog post about how affiliate marketing works, which you can read here: Affiliate Marketing 101: A Semi-Passive Income That Works
Now, if affiliate marketing works for bloggers, shouldn’t it work for you?
The difference, however, is that you are not leading your site visitors to the merchant’s website. Instead, you are leading your customer to your product pages.
If your store’s niche is drones, you can write some tips about drones. One of these tips is that a beginner must start with specific types of drones, and then learn to fly it first before upgrading to more expensive ones.
Somewhere in that blog post, you can recommend one or two beginner drones, with a link to your own drone product pages.
Your site reader is going to click on that link, view your product, and then buy. If he doesn’t, he will surely consider buying from you. The customer is likely going to compare your prices with other sellers or think long and hard before deciding to buy the drone.
But should he decide to buy from you, then you certainly make a profit—all because of one blog post.
As you can see, your blog post is the beginning of your sales funnel. It lures people from the SERPs, then they get inside your store, and then they buy.
If you need to know more about sales funnels, you can learn a lot from one of my blogs posts: Sales Funnel Explained: What is a Sales Funnel?
4. Provide value to your audience
A blog post provides value, and this is what people are looking for. Someone who is considering buying a drone is likely to do research before buying.
If your blog content provides this kind of value, you will fulfill the first reason why you should blog on your online store—credibility.
There is so much to write about drones. You can write about the following topics:
- How to choose a camera
- How to make batteries last longer
- List of best drones
- Different type of drones
- How to get started
- Tips for flying
As you can see, there are thousands of topics that you can write about drones—topics that site visitors would find useful. As you provide more value, the site visitor is going to be a regular consumer of your content.
And what happens when this consumer finally decides to go at it? He will buy it for you!
And then, this process is going to repeat itself over and over again—you do not have to spend on advertising again and again.
5. Makes your content shareable
People live sharing content online. If you have a blog that adds value, you are reducing your marketing efforts because people will do it for you.
Make your blog shareable via Facebook, Pinterest, Twitter, Instagram, and other social platforms. Make room for all people who use different types of social media channels.
It takes only one person sharing your content to reach ten people. And if these ten people shared your content and reached ten people each, your blog post would have reached a 100 people and you never really did anything but to provide valuable content.
Instead of you working hard combing through forums and building an audience, your followers and other site visitors would do it for you.
Why nothing should stop you from blogging
If you are one of those entrepreneurs who do not have the knack for writing, all you have to do is to ask someone to create content for you. There are many online marketplaces where you can buy these services, like Freelancer or Fiverr.
Your other option is to deal directly with an experienced and trusted copywriter and have the copywriter build and execute a blogging plan for your store.
Whether you go to Fiverr or hire an independent freelancer, you would spend money. Find someone who can write valuable posts that help your readers. Invest money in your blog and wait for it to bear fruits.
Like a seed, you cannot expect your blog post to convert right away. At best, it would take Google at least eight to nine months to rank your blog to its full capacity. But once your blog posts have ranked, your investment is going to pay off.
If you want to learn more about blogging and how it can make you money, even if you are in the e-commerce space, I suggest that you visit Income School. It is run by Jim Harmer and Ricky Kesler, and both of these guys have made millions with their blogs.
Income School has a ton of materials that you can learn from about blogging. If you want, you can also take their course and get full guidance on how to make a blog to earn money within 24 months.
Blogging is an important aspect of any website. Just think about this: despite Shopify offering a 14-day free trial where you can build a store for free, Shopify has tons of blog posts. A company as big as this must know what it’s doing right?
Visit Shopify to see Shopify blog examples. You will realize that their blogs have all the five characteristics that I just laid down here for you.
Big companies have tons of helpful resources via their blogs because that is how they build credibility. That is how they show their site visitors how their products are used, or how they address common problems that their customers ask.
You should do the same, and you should do it now.
MY RECOMMENDED TOOLS
Visit my recommended tools page if you are looking for the best software to help you build your e-commerce business!