In the last several years, blogging has expanded from something that was the primary domain of moody teenagers to part of the backbone of internet culture and business. If you’re reading this, you are probably considering adding a blog to your ecommerce store or you might already have one. While many people understand that blogging is an important business tool, most don’t know why.
For starters, a company weblog gives you a convenient soapbox to share news about your company or make announcements about products or special events. You can also offer coupons, discounts, or other special offers to your most loyal customers. It’s like having your own newspaper all about you. But, why does it really matter? The news-giving function of a blog is obvious, but there are a few reasons to add a blog to your website that aren’t as apparent but still give your website the edge it needs in an increasingly crowded internet marketplace.
The most effective blogs are ones that have an authentic voice to them and build the brand of the company they represent. They’re compelling and well-written, but most of all let your customers know exactly who you are. If you want your customers to open their wallets for you, they need to have some trust in you. When you speak directly to your customers, you become more than just some company on the internet, you give yourself a personality. Create posts that talk about who you are as a company, not just in the boilerplate way, but use the space to show people about your interests or highlight employees. Make your blog a window into your company culture and let your customers get to know you. Also, make sure you have an “about” page that not only identifies the business that owns the website, but also who’s doing the writing. Throw a picture of the author up there, too, and provide a face to go with the voice. Don’t forget to respond to comments, too. Conversation goes a long way to making your company a real persona in the minds of your customers.
An integrated blog is also one of the easiest tools for SEO. Google loves fresh content, and posting to your blog constantly adds more pages to your site which gives you a better chance of increasing your organic search ranking. Your posts need to be written coherently, and with your audience in mind. But don’t forget, a big chunk of content is an opportunity to capitalize on keyword optimization opportunities. Links to your products are also great for your site’s SEO so be sure to include them when you talk about or post pictures of the things you sell. Customers are also much more inclined to buy when you make it easy for them. A link to the product you’re talking about in your post is a must-have. Don’t forget to add sharing tools so that customers can increase your visibility on social media platforms, that way your customers can help evangelize your brand!
For a few ideas: share funny stories from the office or post a topical meme, discuss an industry-related headline in the news, make how-to articles and answer customer questions, or just give your customers new and different uses for your products! With a blog, brand-building and SEO gets easier, and it’s a great way to reach your customers without a middle-man, which is something they’re sure to appreciate.