It’s a fact that it’s easier to generate more sales from people who have already bought from your Ecommerce business. So your goal should always be to keep ‘em coming back to you.
Blogging is one of the top three methods used to retain customers, and it makes sense that your website would be your number one customer acquisition tool. Adding a blog to your Ecommerce store increases conversions and website traffic, so the benefits are more than clear.
However, creating an Ecommerce blog that makes money and commands attention is easier said than done, but the tips in this post will provide an excellent starting point:
1. If you listen to your customers, they’ll tell you how to make more money
If you’re willing to listen carefully, your customers will tell you how to dramatically increase profits. The problem with most companies though, is that they don’t listen. Many businesses know how to gather information, but are inept at doing anything with it.
For instance, take customer satisfaction surveys. Firstly, most of the questions presented in surveys are stupid, and secondly, the information gets measured for auditing purposes, but it’s not always actioned. And that’s where the amazing-ness is. In taking action on what your customers are telling you.
Customers speak in many different ways. Your responsibility is to concoct ways of collecting what they say, getting them to say more, and then using it to generate more profit.
In the context of this post, listen for what they desire, what worries them, and so on. Once you know this kind of information, you can create a whiz-bang ecommerce blog that commands attention – because it provides value to your target audience.
2. Make it about the experience
The most profitable Ecommerce blogs are all about the user’s experience. Because the website is centered around the buyer persona – their character, personality, desires and expectations.
It’s incredibly powerful if your website, and blog design, caters to your typical buyer, just as FrankBody’s does:
This is a screenshot of the footer of the website. See how they talk their own language? It’s super cool and attracts the typical person they aim to attract.
Everything about this website screams, “fun and young and hip”. Which is exactly the kind of person they want to attract, because that’s their typical buyer persona.
3. Make sure your content is SEO optimized
Assuming you plan on adding a blog to your site to add value for your customers, and to keep in touch with them via email marketing, you might as well do it properly and add content that attracts the attention of search engines. This will result in more traffic to your website. Businesses who blog, are ranked higher in search engines, so they get more traffic.
Either hire a pro writer who knows how to compile a blog post using on-page SEO, or learn about it yourself.
4. Blog conversationally
Don’t make the mistake of thinking that adding any old content to your Ecommerce blog will do. It’s only blogs that add value to people’s lives that really profit from their efforts.
Gone are the old school days of writing formally; now you need to write conversationally, as if you’re talking face-to-face with one person who is your target audience. This is why developing buyer personas are so essential.
To illustrate what I mean, let’s take a quick look through a case study of “frank” body products. This brand knows their target audience so well, that their content is laced with the “frank” personality and character. This is the ecommerce store’s landing page:
Landing page for frank body products. The personality on this page is carried across through all their content.
What this tells us, is that Frank Body understands their buyers. Have a look at the check-out page:
Frank Body’s checkout page. The character and personality of the brand shines through, even on the checkout page.
This is one of their blog posts:
A few things to point out about Frank Body’s blog post:
- The post provides value by explaining how to treat sunburn.
- It sells without selling. Note the links to products, which are included naturally. There is no blatant selling.
- Note the body balm product to the right of the page.
- The fun personality of the brand is reflected in everything – the design of the page, the headline, as well as the content.
Write and design your blog for your audience, not for yourself or your needs and desires.
5. Blog regularly
Blogging regularly serves three purposes:
- It allows you to keep in touch regularly with the people on your email marketing lists.
- It improves your search engine ranking, which means you’ll get more traffic to your website.
- You can add new content to your social media sites, and so engage with your social media followers better.
- Helps build your reputation as dependable, reliable, trustworthy and as an authority in your niche.
6. Make it easy to buy directly from your posts
As I mentioned earlier, Ecommerce sites that blog, are selling without selling. Online consumers generally don’t purchase the first time they visit your site, because doing business on the Internet centers around building trust.
Although blog posts need to provide value to readers, they can also include links to products, and should always include one specific call to action, which we’ll cover in the next tip.
The point is that if you mention a product in your blog post, add a clickable link to it so that your reader doesn’t need to search for the product if they are interested in buying or getting more information.
Think up other ways to make it easier for your readers to buy should they get the urge while reading your fascinating blog post..
7: Add a call to action to every blog post
Every blog post should have one specific action that readers should take. I’m not only talking about clickable product links in content. Or it could be, depending on your promotional strategy. But I am not referring solely to product links.
Here’s an example of a call to action from Dollar Beard Club and Dollar Shave Club:
Ideas for ecommerce call to actions:
- Ask a question to get comments; increasing blog post engagement
- Invite readers to download something free, like an e-book
- Add a “buy now” button to a featured product
- Add a discount coupon for shopping
- Invite them to follow you on social media
Madewell wrote a blog post on how the designer creates a specific range of T-shirts, and at the end of the post, adds a call to action for readers to buy a T-shirt:
Call to action on a blog post by Madewell
It’s easier to generate more sales from the customers you already have, and blogging is one of the best ways to do this.
How to create an ecommerce blog that will dramatically increase your profits:
1. Get your customers to tell you what they want.
2. Marketing should be about the user experience, never about blatant selling.
3. Optimize content for search engines.
4. Write content in a way that is conversational.
5. Update your ecommerce blog often.
6. Make it easy for readers to buy.
7. Include one specific action for readers to take.