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Your online store is all set up. Your product images look great. Your store’s interface is sleek. Your checkout and shipping experience rocks. Considering the energy put into your business, you’re ready to sit back and watch the sales roll in, right?

Well, almost.

That little thing called traffic? It doesn’t happen by magic. Now, you’ve got to engage your ideal buyer, so you can start making sales. One of the best ways to attract the right people to your business is through content. To get discovered, you need to be serving up content that speaks to your crowd, too.

Content is the king of the internet and it’s the best way to attract people looking for what you have to offer. (This also means better conversions!)

Blogging helps you build authority and create a deeper connection with your visitors. This means there’s a higher chance of returning, and loyal, customers. These visitors, too, become more willing to spread the word about your brand.

Let’s look at the 3 main reasons you should be blogging.

3 Reasons Your Online Store Needs A Blog
1. Ramp up your SEO rankings and trust.

SEO is never a particularly sexy topic, but it’s still the backbone of a killer online store. Why? Because no matter how cool your business, if no one can find it, it’s as if it doesn’t exist. Before you make sales, you’ve got to direct traffic to your store. You can pay for ads, but they’re costly and don’t last.

Enter, content marketing.

Blogging gives you space to create content that speaks to your ideal buyer. It’s important to create genuine, interesting content for them.  To help your ideal buyers find you, always create high-quality content.

Also, keep in mind the keywords that will help you get found and use them in a smart way. If you use keywords in articles that don’t make sense or provide value, Google may penalize you.

Use content to create smart SEO and Google trust-friendly things. Link out to authority sites using .gov and .edu and tagging your posts. Consider linking to well-known news sites, too, while reducing bounce rate.

Hint: the only keywords that matter are the ones your ideal buyers are using.

Action: Make a list of common phrases your buyer would search when looking for a business like yours. Check Twitter and past emails with clients for keywords. Consider social listening within your ideal target market by following hashtags. Use Google’s Keyword Planner to dig deeper, and add phrases to a Word Dump, like we talk about doing here. Keep in mind your industry and niche keywords and use them throughout your content.
2. Build authority.
Consistent blog posts are an amazing (and free!) way to carve space for yourself as an authority figure or brand in your niche. Here are a couple ways to get noticed in your field through your blog:

Talk about current events in your niche, answering questions about industry issues. Showcasing yourself as a source of the latest news keeps readers coming back to your site. Bonus: you’ll never run out of things to blog about!
Blog about others in your field who complement your business. No, this doesn’t mean blogging about a direct competitor. It simply means showcasing other businesses in a way that inspires their own audience. Following this practice, you may find yourself showcased on their blogs, too.
Hiut Denim is a great example of content diversity while staying true to their core values. They make jeans in a few cuts, so there’s not much to talk about if they were to always write about their own product. Instead, they decided to showcase movers and shakers in the sustainability, entrepreneurial and creative fields on their blog,  The Rivet Press. The result? A content rich site, and a great excuse to reach out to the people they’ve showcased.

Action: Create a blog post featuring a business within your niche which shares a similar target market. Once you’re done, let them know, and ask them to share it with their followers if they find your content of value. It’s a great way to expand your brand or businesses reach.
3. Engage and Connect
Blogging is a great way engage your visitors and tells an ongoing story about your business.

Unlike a static ‘About’ page (which is also essential for a rounded out website), a blog helps you create fresh content while keeping customers coming back for more than your products.

Emotional engagement is key to getting repeating and loyal customers who will spread the word about you. Frank Body, a niche skincare brand, nails the blogging and eCommerce combo. They know their customer, who they call ‘Frankfurts’, inside out. They also understand that ‘Frankfurts’, want to know more about health, beauty and lifestyle.

Frank Body’s demographic is young, fun and a bit cheeky and their content reflects that. They post everything from recipe ideas to beauty tips to articles on their latest products while adding their own flair.

What Frank Body is particularly great at is cross-pollinating their blogging and social media. Every post is an opportunity to share on Instagram, Twitter and Facebook and use their brand voice. Having a strong brand voice is essential to creating an unforgettable business. This means using consistent language and visuals across all your social platforms and sites. With a blog, you can seriously drive your brand values home by speaking with your ‘voice’.

You can also encourage visitors to connect with you on social media, or give detailed reviews or tips on the products you offer. This creates informed and emotionally engaged visitors better equipped to become a new customer.

Action: Think about what you stand for. Write down everything you could blog about right now that is relevant to your audience. Keep in mind your brand voice: how can you express your voice through your content? Be mindful not to only list articles about your products. Think about what else your customers might want to know about. Use a tool like BuzzSumo to help with ideas in your niche and understand what your target market cares about. For example, if you sell digital art tutorials, you might want to blog about the latest movie or game. Of, if you’re selling handmade bowls, then rustic homestyle recipes might speak to your audience. Think outside the square and put yourself in your customers’ shoes. From your list, choose 3 and get writing! Don’t forget to include any social handles or hashtags at the end of every post, or a call to action to check out a product in your store.
Ready to get blogging?
You easily start blogging with your Selz ecommerce store when you use our Design and Pages app. Design and Pages comes with all our paid plans, so you can create a branded experience for your customers across any channel, write relevant blog posts and keep your customers coming back over and over again.

If you already have Design and Pages installed, here’s how to add a blog to your store.

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About the author

Melissa Whidjaya

Melissa is the co-founder of Bloombox Co. Bloombox Co works to connect flower growers and flower buyers, creating a distribution system that reduces waste, improves profitability for growers, and removes barriers to consumption, providing flower lovers with a fresher, more sustainable product than ever before.

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