The ease of starting an online store means that
That’s why emerging
This article will break down the fundamental importance of business blogging and strategies for creating quality content to convert through it.
Why Is Blogging Essential to
As a new
Even so, you can’t ignore the significance of maintaining an active and engaging blog on your
Blogging helps your SEO efforts
Google search constitutes a significant chunk of a typical
The higher quality blog posts you put out, the more likely your store will secure top ranks on Google search results. That’s because
Blogging builds your brand’s thought leadership
Your blog is the perfect place to share actionable advice: tips and tricks, tutorials, and even industry news and knowledge. If you’re a veteran in your niche, you can also share some personal stories and experiences that can help newbies get a feel for your niche or industry.
If you consistently publish valuable content that resonates with your target audience, they’ll start trusting your brand as an authoritative thought leader.
Blogging inspires brand loyalty
With an active, relatable blog, your business becomes more credible in your customer’s eyes, both new and old. Quality articles will help you drive more
So, while posting exciting content on your
Strategies to Create Quality Blog Content
Merely churning out blog post after blog post of
Outsource to expert writers
Creating quality content is no easy feat, and for a
If you have the budget, it’s not a bad idea to hire an
So if you’re strapped for time and cash, a sensible and relatively
You can also choose to use licensed, syndicated content produced by trusted professional publishers. This is an inexpensive way to populate your blog and drive traffic while writing some posts
Create focused blog posts
Different types of blog posts have different
Content that helps bring visitors to your store won’t necessarily convince them to make a purchase. And so, creating content for every stage of a buyer’s journey is crucial.
Typically, your blog is a prime place to house awareness content that educates and entertains your audience, without being promotional. This type of content draws interest and builds trust with new visitors who’ve landed on your website for the first time, be it via search or
Below is an excellent example of such
Once your audience is aware, you can use branded content to introduce them to your products without seeming overly salesy. You can subtly plug your products in your educational blog posts, so people know your products and services are great choices worth considering.
The branded post shown below does a fine job of highlighting products with crisp photos and no hard selling.
Unless you’re announcing a new product launch, your business blog should never contain overtly promotional content — keep that for your product pages and social media.
With 56% of B2C marketers crafting content based on specific stages of the buyer’s journey and bringing in strong results, this will become a strategy you swear by.
Create smart CTAs for your product
While being subtle and natural with product promotion in your blog is the way to go, you might also think about featuring relevant products at the end of each blog post.
Go ahead and create visually appealing
Just make sure featured product CTAs complement your blog content (not distract from it) and remain at the end of the posts.
For example, Simple Pin Media’s blog posts are a great example of how to place compelling CTAs to your readers. As pictured below, the CTAs to read her book and visit her podcast are positioned at the very end, after readers have already been delivered value by the post and convinced of her expert insights.
This writer also gives compelling reasons the blog’s readers should check out these resources, hopefully driving them to take action.
When featuring your products in blog articles, don’t forget about Buy Buttons. These help to get products in front of potential customers by adding a shop button to your blog pages. Readers will be able to buy products right from your blog post.
Apart from using Buy Buttons, you can add a whole online store to your website. Ecwid stores can be added to any website including popular blogging platforms like WordPress. If you’re a WordPress user, take notes: Ecwid
Leverage an editorial calendar
An editorial calendar is one of the most useful weapons in your content marketing arsenal. It helps you streamline your planning and publishing process so you can focus on content creation.
After all, the key to business blogging success is consistency. You need to be persistent with your publishing for a few months, and you can’t do that without an editorial calendar.
Check out a neat editorial calendar template that’ll keep your blogging efforts organized and on track all year long.
Promote and Convert Through Content
Creating and publishing great posts is only half the blogging battle. You can have the most entertaining and enlightening content, but it won’t do you much good for traffic and conversions unless you promote it actively.
Here are three nifty ways to do that.
Advertise on social networks
Don’t hesitate to share your blog posts on all social media channels, using both your personal and your brand’s social media accounts. Share each post at least three times over a few weeks to make sure every post gets the maximum possible readership from your followers.
Then, take your content promotion a step further by running ads on Facebook and Instagram. You can launch an ad campaign for both platforms using Facebook Business Manager.
You may already be using Facebook and Instagram to run product video ads. This is great for reaching potential customers who are ready to finalize a purchase. But for the people who haven’t yet heard of your brand or are in the early stages of their buyer’s journey, content ads are often a better bet.
With content ads in the form of promoted Facebook posts and Instagram Stories ads, you warm up an unaware audience and engage potential customers who aren’t ready to buy from you just yet, and thus, cover each stage of the buyer’s journey.
Not to mention driving a paid click to branded content only costs a few cents instead of a handful of dollars for a paid click to a product page.
Running ads for your blog allows you to generate inexpensive traffic (and you can target the exact audience demographics in the campaign) to your website, and elevate your brand visibility.
Create and grow your email list
Today, there are over 3.9 billion daily email users, and this number is expected to grow to 4.48 billion users by 2024. It’s safe to say your customers use email on a
Email marketing is compelling for
In fact, for every $1 you spend (sensibly) on email marketing, you can expect a return as high as $44 — a 4400% ROI!
Building an email list is also important because most visitors aren’t looking to buy from you right away. They may have landed on your blog looking for information, or merely browsing your catalog for kicks. It’s your job to convert them into subscribers so you can keep them in the funnel and market to them until they’re ready to make a purchase.
Of course, first you need to create an email list by capturing your site visitor’s email addresses. Here are a few great ways to do that:
- Incorporating carefully timed
- A striking email
sign-upbutton in the sidebar of your blog or at the bottom of the posts.
- Creating a
newsletter-basedonline course, or a weekly/monthly newsletter promising the finest content and exclusive deals.
- Offering exclusive gated content such as a relevant
step-by-stepguide in exchange for their email address.
- Creating interactive content such as a quick quiz and presenting results in exchange for their email address.
- Inviting visitors to
sign-upfor your list on your About page, where you tell your brand’s story in a way that resonates with your target audience.
Once you get people to subscribe to your email list, make sure to deliver on whatever you promised them.
Start by sending them a warm welcome email thanking them for signing up and explaining how often they’ll receive emails from you, what kind of content they’ll receive, any exclusive benefits you offer to your subscribers, and how they can simply hit reply in case of any questions.
Getting email marketing right is about sending relevant emails to the right people at the right time. That is, at different stages of the buyer’s journey
Besides using it for sending cart abandonment messages,
So, use content to guide subscribers and help them make their way to the decision stage. You already have a solid idea about their pain points and preferences, so send helpful content and resources to make them see why you’re a wise option to buy from.
Harper Wilde, an
Importantly, they also use their content to build up their email list. Their email
In short, the name of the game here is creating and leveraging an email list to build a
To make the most of email marketing for both your store and blog, use Ecwid’s Mailchimp integration. With Mailchimp, you’ll be able to grow your email list, create branded emails, send targeted campaigns and even add products to your emails — in a single click.
You’re not wrong in thinking of
While you can offer small discounts to incentivize
Promise them that they’ll get nothing but the best, most relevant content (and deals, of course) delivered straight to their inbox — no spam and an option to unsubscribe anytime!
- Offer value that can’t be found anywhere else, such as an exclusive piece of content.
- Have a clear
call-to-actionsuch as Get my free guide or I’m in! rather than a vague Submit button. The dismiss button should also be clear.
- Are timed sensibly. It can be based on reader scroll depth (reached towards the end of the post), time on site (30 seconds to a minute), and other such factors.
- Cover the entire page and make them difficult to close.
- Have them appear too early or too often, especially after being dismissed by the reader.
- Have a missing, cluttered or confusing
Start Blogging for Your Online Store
Producing fresh, high quality blog content consistently is a vital part of any online business’s marketing strategy.
By publishing this kind of helpful content on your website, you make your
As a result, your store will achieve
Go forth, create great blog content, and take your selling game to the next level!