The importance of having a blog in your online store

Written by Fernando Maciá

Many people are unaware of the advantages of having a blog in their online store. The truth is that having an e-commerce and not having a blog is a combination that today you should not even consider. If you’ve just dipped into the online world or you are one of those who, despite having been moving around it for a while, had not yet stopped to think about the benefits that a blog would bring to your business, we are honored to tell you that you’ve come to the right place.

Today everyone knows what a blog is, but very few know the advantages of using it. We do not intend to convince you of anything but perhaps, after reading this article, you will consider the need to implement changes in your online store.

A blog is a space for brand-user interaction through which we transmit information, news and articles of interest about our sector using textual, visual and audiovisual codes.

Why have a blog in your online store?

The benefits it brings you are numerous and although its maintenance involves hours and hours of dedication and work, the result will be totally favorable for your business. Here are some of the advantages of having a content writing space in your e-commerce.

You will generate confidence

The fact of having a blog that is constantly updated will be translated positively by users. The image of your online store will be that of a store completely cared for and attended by expert staff that knows perfectly the field in which it operates. We all like to know that there is someone back there who can help us with any problems we may have regarding a particular topic. The likelihood of a sale occurring in a store that conveys confidence is much greater than those stores that denote a certain insecurity and uncertainty.

Most viral content

Content is an intangible asset with enormous possibilities for dissemination and transformation. If the information transmitted generates interest among users, sooner or later they will end up reading you. Even so, it is highly recommended to give it a little push to help us get a greater number of potential customers. Don’t limit yourself to creating articles only, generate more visual and attractive content, recycle it in other ways and distribute it on the social networks you use. Do not share articles for the sake of sharing, establish a coherent social media strategy in line with the objectives of your e-commerce. If what you say is interesting, it will be the same users who will share the content in a natural way, thus increasing the chances of sales in your online store and building your popularity (favorable for SEO).

You will increase SEO traffic

By having a blog in your online store you will increase your SEO traffic by positioning yourself for very specific or long tail searches. If you elaborate and implement a correct positioning strategy, you will be able to position each blog post for a certain keyword that will help you to opt for better positions in the SERP. If we do it right, we will enjoy higher positions in the search engines so we will be more likely to increase organic traffic. This, in turn, will give you the possibility of generating a greater number of sales, as this will be a key access route for future and potential buyers, who will discover your store through your content. In addition, Google loves quality content so it will reward you with a better position than other online stores that have not taken this aspect into account.

You will provide value to the user and you will be able to position yourself as a reference in a specific market.

Show users that you have a deep knowledge of the sector in which you operate by creating content and news related to your field of activity. It is a way to position yourself as an expert in a given market while providing useful information to customers with articles that will be of interest to them. This will generate value and trust to your online business. Selling women’s clothing is not the same as selling women’s clothing and also talking about fashion shows that we have attended as guests, and showing pictures of the clothes that will be worn next season. This aspect will give credibility to your business, at the same time that it will provide it with a differential and distinctive point.

You will make your products known

Your online store’s blog can occasionally function as a showcase for your products. Let’s imagine we have a fashion blog, we could make several posts showing feminine looks with garments from the store. It is something very simple to do that could bring us numerous benefits. It is also possible to link some of the products of your store on the blog. For example, you could publish articles about this fall’s trends, with a link to the section of your store containing the fall-winter season that you have available on your website.

Attract new customers

If the content is relevant and interesting enough, new users will discover the existence of your store through them, which can translate into new sales. You will have entered their radar: try not to disappear.

Content is an intangible that has a huge viralization potential. If the information you share is of interest to users, they will end up finding you. If you have also worked well on your SEO strategy, you will appear in the many searches for certain keywords with your blog articles, which will give you greater visibility that can translate into increased sales.

It is also important to plan correctly and carefully a content and dissemination strategy. This is not a trivial aspect as its efficient implementation will help bring a large amount of organic traffic to your website.

You will be able to redirect traffic from the blog to the store.

The articles, news and in general, any post you publish, will generate traffic to your blog if they show a considerable quality. Users who reach it, if they are attracted by what you say or if they are simply curious about what you say, will end up accessing your online store. This means that we will be attracting visitors to our online store through the blog (yes, something you never imagined would happen).

You will increase your subscriber list

You can use the blog to increase your subscriber database. Create attractive content that is downloadable after leaving your email. Or use gamification through surveys or interactive content that ask your users to send an email to find out the result or finalize it. With the list of subscribers we could develop personalized email marketing actions that would result in an increase in conversions of your online store.

Aspects to take into account when writing in your online store’s blog

Decide on the topics you will write about in advance.

It is not enough to write for the sake of writing, show interest in what you do and what you say. If you don’t like writing content, you can always hire the services of an external company to help you with it, but if you are dealing with specialized topics, make sure you supervise it before publishing. Create posts that talk about topics related to your sector of activity. In addition to giving you recognition, they will position you as a clear reference in the field.

Organize a calendar or timing of publications

The first thing you will need to do is to make a timeline in which you set out the possible topics to write about. After determining the topics you will write about, quantify how many you have managed to gather and distribute them over time. It is also a good idea to have a list that you can add to as ideas come to you. Keep track of your publications and above all, be consistent and comply with the agreed time and schedule.

There are many applications with which you can leave scheduled entries indicating the day and time you want them to be published on social networks. Try posting on different days and time slots to test when you have more visibility, although platforms like Facebook are capable of assessing the automation of publications and we assure you that they don’t like it too much.

Make a variety of publications

Include in your contents elements that give them a special attraction: images, videos, forms, infographics… Depending on the sector in which you work, you will have more freedom and possibilities of choice. We all love visuals. We tend to read but we do it in passing, keeping only the most important parts of the text. Make use of attractive images that seduce the user. Videos are also often a good source of traffic. Try to make your content personalized and self-created, it will give much more value to your business.

Don’t forget SEO

Although images and videos generate great interest among the public, we must not forget that text is very important when it comes to positioning ourselves and getting SEO traffic. By making the right combination of both elements you can achieve optimal results.

Be consistent

Undoubtedly, a blog is something to which you have to dedicate a lot of time, effort, love and dedication. Content is still king, and we must take care of it as it deserves. Respect the calendar you have created, publish frequently and don’t let your blog die.

Creating content will bring you numerous benefits in the medium and long term. It will help you position yourself in search engines, which will translate into greater visibility and sales possibilities. The blog should not be just another part of your store, we must consider it as a fundamental element of our online business. It will provide value to the user, transmit confidence and help us to position ourselves in search engines.

The blog is your online communication channel with your customers and the first impression of your potential users. Don’t neglect it!