If you own an e-commerce store and you’re not blogging, this blog post will make you reconsider. Whatever excuse you’ve used in the past, whether it’s lack of time, or you think your business just doesn’t need one, you’re completely underestimating the power of blogging to increase your search visibility and lead people successfully through your sales funnel.

Blogging builds trust and establishes authority.

Everyone in e-commerce knows that in order for customers to make a purchase, they have to trust you. How do you build that trust? Blogging. 81% of US consumers trust the information and advice they read on blogs. Blogging lets your customers know that you want to solve their problems by giving them useful information that’s relevant to the solutions they’re seeking. Whatever products or solutions you sell, when you blog about the questions your customers are asking, you become a reliable source for them to trust. And as a result, you get one step closer to obtaining their conversion. To make your customers truly trust you, maintain a voice in your blog that’s consistent with your brand. Think of blogging as one more way to let your customers know who you are and how you can help them.  

Blogging helps improve your rank on SERPs and drive organic traffic.

When it comes to blogging, all e-commerce stores should have a fear of missing out. Your blog is a constantly flowing source of information and keywords that search engines use to rank your pages. Why is this important? Research shows that 51% of all website traffic comes from organic search compared to 10% from paid search, 5% from social, and 34% from all other sources.

This means you want to rank as high as possible on the search engine results pages (SERPs) to get the clicks from the customers who are searching on terms relevant to your store. Your blog is a goldmine for search queries because its full of solutions and answers to questions your customers are asking. In fact, businesses who blog are 434% more likely to rank highly on search engines. The higher you rank, the more visible your store becomes, and the more traffic you’re likely to generate. Blog about the topics your customers find helpful or interesting, make them keyword-rich, and you’ll be on an SEO path to success.

Other sites will link to YOU.

When your blog becomes a fountain of valuable information, other blogs will link to yours as a result. Companies with active blogs receive 97% more links to their website. This is what’s called an inbound link and it’s crucial to the survival of your e-commerce store in the ever-changing landscape of search. Generate sufficient inbound links and you’re likely to improve your website ranks in the SERPs. Blogging is an excellent way to increase your inbound links because other companies will link to your page if the information is relevant and useful to their audience. Expand your reach and drive more traffic.

Blogging drives engagement on social.

Blogging and social media are more intertwined than most business owners realize. In fact, both strategies should be working closely together when it comes to your digital marketing. Promote your blog on social media to drive engagement – the customers who follow you on social will engage with posts they find interesting and useful, which makes it the perfect channel to promote your brand.  

Blogging is like advertising, but FREE.

In 2016, over 190 billion dollars were spent on advertising in the US alone. A staggering number, it shows exactly how much money industries are willing to invest in digital marketing. If your e-commerce store doesn’t have a giant budget to spend on ads, blogging can function like advertising you don’t have to pay for. It’s a way to generate traffic to your site organically, aka for FREE. Blog about topics relevant to your brand and you’ll drive traffic that doesn’t cost you a penny.

Read: FunnelKake’s guide to e-commerce product optimization.

The e-commerce stores who get it right: Blogs worth following

Wondering how to do a blog the right way? Follow these e-commerce store blogs for great examples of blogging done well.

Luxy Hair Blog

Luxy is an e-commerce store selling clip-in hair extensions to those who dream of having voluminous, long locks, but their high-quality product isn’t the only business strategy they get right. Their blog covers topics their customers want to read. Blog headlines like “How to Get a Thicker Ponytail,” and “How to Make Your Curls Last Longer” answer the questions their target customers are asking.  It gives them valuable information that provides solutions to the problems they’re having.

REI Expert Advice

For outdoor enthusiasts and nature lovers who live an active lifestyle, REI creates a blog that generates traffic from qualified customers. How do they do it? Great content from established experts. The title of their blog is “Expert Advice” which immediately builds trust and draws the reader in. Topics are set out in a variety of categories. Everything from hiking to cycling to outdoor basics, their customers know exactly where to go to get the answers they’re looking for.

Au Lit Fine Linens

If you want a good night’s sleep, Au Lit has you covered. Their blog features tips and advice on all things relevant to the products they sell. They target their customers with the topics that interest them and lead them successfully through the e-commerce store.

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