We have already told you: your e-commerce site will be boosted by blogging. But what benefits does a merchant platform derive from a blog?
E-commerce inspires many dreams. Many candidates, but few chosen. In 2016, Fevad recorded 204,000 active merchant sites with a turnover of 72 billion euros. 84% of these sales is generated by only 4.5% of these sites.
Neither goose that lays golden eggs, nor simple mirage, online business is not the Eldorado 2.0 so much hoped for by some. Demanding, time-consuming and versatile, the e-commerce activity is much more complex to implement and make viable than it seems.
Many questions must be answered. How to make yourself known in the jungle of the Internet? How to become a credible actor? How to convert simple visitors into buyers? How to bring them back? How to make them brand ambassadors?
How can these difficult questions be resolved? Many tools exist: SEO, CPC, social media … and blogging. The animation of a blog offers valuable results to trading platforms.
Blogging to meet multiple challenges of an e-store
A e-commerce store must be visible Internet users and its targets in particular. But adblocks proliferate on our computers. Consumers are increasingly refusing advertising messages. These outbound marketing techniques are working less and less. E-merchants need to find other strategies to improve their SEO and traffic.
Appearing professional and trustworthy encourages users to buy items from you. How to overcome the image sometimes cheap and the inability to touch (and test) the products? E-commerce must strive to reassure and gain credibility in order to reach its targets. Develop a secure brand image is fundamental to the success of your online business.
Despite all your efforts, it is a safe bet that your product sheets are not as generating exchanges with your targets as you would like. No ? How? ‘Or’ What create links, engage and retain with descriptions of articles, sometimes technical? Not easy. Social networks like the blog are useful tools to meet this challenge. Thus, you take the opposite view of the certain coldness that the product sheets exude and show the individual who is behind the technology.
A blog simultaneously boosts the marketing (in an inbound logic) and the natural referencing (SEO) of your e-shop. Ludovic Passamonti on the Capitaine Commerce blog advises to launch the blog before the e-commerce site.
The blog, a powerful marketing lever for its e-commerce
Right from the design stage, a blog is useful for boosting the marketing of your e-commerce site. Building such a tool helps you tweak your e-shop project. What is your USP (unique selling proposition)? Who are your personas (target target customers)? What are their breads (pain points)? … The offer of your online store is all the more coherent, strengthened and consolidated by this approach to blogging.
Through the topics covered by your blog, you convey your values and those of your business. You testify about what looks like you and show what affects you. You express yourself while being oriented towards the needs and expectations of your customers (customer centric). In the end, your content marketing strategy develops your communication through a medium of which you have total control.
Your blog is a place for expression and meetings. The statistics of your articles and the comments of your readers direct you to what your targets prefer. You can interrogate and challenge them easily. By having a community of active readers, you have access to a target customer panelparticularly interesting for developing your business. So your newsletters and promotional offers are all the more impactful.
30 benefits of blogging for an e-commerce site
Besides the ultimate goal of sell more, discover a summary in the form of an infographic of 30 advantages of creating a blog for your e-commerce.
So tell me, are you convinced? Feel free to share the best e-commerce blogs you know.