Actionable Ecommerce Blogging Tips to Take Today
Ecommerce blogging is the best way to entertain your customers while providing a service that users are actively looking for online. Blogs based on your product serve as educational information, often read to determine whether to make a purchase. Businesses who don’t have blogs miss out on lead and sales-generating traffic who are looking to read about their industry and products.
1. Recognize the Needs of Your Customers
Ecommerce blogging has an advantage over blogging for pleasure. You have a product to talk about and therefore have already determined an area of need. You should already have an SEO strategy in place. Look at the keywords you’ve tested and write content based on those terms you know your customers are searching for. By filling this niche, you gain stature with the customer, and they’ll be more likely to give a word-of-mouth recommendation for your business.
2. Have Interesting and High-Performing Content
In the beginning, you can throw anything out there and see what sticks. But after a while, have a content strategy and a content schedule. A lack of regular content won’t keep attention, so have a regular flow of new content. If you don’t have creatives in house, consider outsourcing. Websites like Fiverr and Upwork are platforms where writers and video producers are available for hire on a project or hourly basis. Investing in your content in a sound strategy for content that will keep your audience’s attention and entice them to buy your products.
3. Document Your Blog Journey
We all start somewhere. Keep a document entailing the experiments you make along the way. You can refer back to this as your business grows. Sometimes you just need a larger audience for a particular strategy to work well, and it takes time to build that user base. But if you keep a record of your strategy efforts you can reflect down the road and take back up previous challenges.
4. Have Great Visuals
Programs like Canva and websites like DepositPhotos.com offer professional stock photographs, GIFs, vector art elements, and a library of other illustrations you can use to strengthen the quality of your blog post. Relevance matters and having access to an extensive library of images keeps you using new media. Canva offers a free program, but its enterprise software offers licenses so you can collaborate with others at your business on graphic design to pair with your content.
Audiences respond strongly to professional photos, so purchasing photos where needed is a good idea. Likewise, shooting photographs of your products should be done by professionals. Using poor photos can make your product look poor. You really want to create positive associations with your brand using your blog, so if you can’t take wonderful photographs, consider sourcing a local photographer.
5. Meta Description Matters
Before the user clicks onto your website from their Google search, they reach the meta description. Don’t stuff this full of keywords, but use it to highlight one that’s relevant. It’s important to craft unique meta descriptions for each blog page, otherwise, Google will register some pages as duplicates, negatively affecting your SEO strategies.
6. Use Meaningful Titles
The title is the attention grabber. After that, if the body content doesn’t match with the title, the audience may experience cognitive dissonance. Keep things coherent and value-added with titles that help the writing flow directly into the reader’s mind by sticking with basic style and grammar rules, including in your title. Avoid clunky or cheesy titles and don’t do cliche clickbait titles unless you don’t want to be taken seriously.
7. Distributing to Your Audience
Where will you post? If you have a standalone blog, that’s great. Promotion is the only way to ensure that content gets read. You can also post directly to Facebook or LinkedIn, using the tools built into the program for posts. There are also platforms like Hootsuite that offer integrated posting across social media platforms. Podcasts are also an increasingly popular medium, where content can be either improvised or written ahead of recording.
8. Don’t Settle for Homemade Tools
Startups are known for ingenuity, but just because you can create tools to track your content and results doesn’t mean you should. There are lots of tools already in existence that have undergone trial-and-error testing by professionals, and many are based around B2B needs. For SEO tools, consider using Yoast, Moz, or Google Keywords Planner. Email marketing platforms like MailChimp, Constant Contact, and HubSpot provide a litany of useful tools.
9. Build Your Subscriber List
Email marketing generates sales, especially for businesses without a brick and mortar presence. There are different ways to gather email addresses, but using your blog is one of the most effective. Offer exclusive content like videos, ebooks, PDFs, and infographics for email addresses, or have gated posts that require sign up to continue reading. You may be able to use pop up ads to achieve this objective.
10. Measuring the Success of Your Blog
Anywhere you can purchase PPC ads, you have access to an ads manager, whether that’s in Google Analytics or Facebook Business Manager. Determining Content-Influenced Revenue is key for success, as it can help you identify trends to follow or avoid. You can compare your sales data to the results from your analytics programs, or you can use measurement apps like Matcha, a content library and blog creator that includes analytics tools for B2B content marketing.
11. Get Creative
You should always have new content brewing, whether it’s an essay based on questions you asked your social network, product spotlights, or educational posts. Keep track of your post ideas, and always have new ideas to work from. Follow along with industry trends and report on them, including your own personal perspective. Testimonial interviews can speak to your product quality. If you aren’t a creative person, consider hiring talent from Upwork or Fiverr.
12. Use Internal Links
Keeping an inventory of your blog posts pays off with internal links. Not only does Google rank higher sites with organized internal linking, but users prefer it for organization and finding more relevant content. Keep track of what you link to, and regularly comb through to update suggested links at the end of articles with new content.
13. Have Quality Backlinks
Backlinks are referrals to your blog posts from outside sources, like other professional blogs or industry websites. You want these, as they boost your search rankings, making you look reputable in the eyes of Google’s search bots. You can increase the number of backlinks you have with professional networking, whether that’s done digitally with social media interaction or in person at networking events. Guest blogging on a peer’s website is another way to make quality backlinks.
14. Refresh Old Content
Just because a post is 5 to 10 years old doesn’t mean it’s worthless. Look at old content with hindsight in mind. You can find new value for your customers, even if your take from a decade ago was woefully shortsighted. Make sure you update Meta Descriptions for old articles, as SEO practices have changed.
15. Reader Persona
Sometimes writer’s block prevents you from thinking of your best story idea. It helps to keep an audience in mind, and when you create a persona for your ideal reader, you take a lot of guesswork out of the process. A persona is basically a character sheet filled out using marketing data collected from your paying customers. Writing blog content catered to an ideal audience helps you target a specific niche, making you content much more effective than if you generalized.
16. Educate and Entertain
It doesn’t matter what industry you work in, strive to write some pieces of content aimed at entertaining while educating. Write about industry topics in opinion pieces all you want, but have some content aimed at entry-level readers. This gives new audience members a foothold, creating reference points for other experts to link to when explaining the field to friends, family, and other businesses.
17. Collaborate With Industry Influencers
Once you gain a high number of followers, you may be approached to collaborate with established brands. Do this if it works with your brand, but be wary of creating any mixed messages. Remember that you are always building brand awareness, so don’t create cognitive dissonance by pairing with a company that offers something competitive.
18. Don’t Stop Promoting
Yes, alternate your hard-sell pitches with information and entertainment posts, but these should still contain selling points for your products. Always illustrate the benefit of working with your business. This non-promotional content is called branded content, and it sells without being annoying.
In conclusion, there’s no one solution to a great content strategy. Try incorporating as many elements of the above in as economical a manner as possible and recording your efforts to determine the best methods for your brand. Don’t forget to stay up-to-date on peer journals, review blogs, and professional events to promote good content. It’s a challenge to provide quality blog content, but it’s worth taking strategy into account to be as effective as possible. The tools and resources for success are out there for the taking.