The most important aspects of running a successful ecommerce business are quality products and dependable service. It doesn’t matter what else you do if you can’t deliver a good item within a decent amount of time. Outside of those essentials, however, are a number of different things you can do to increase awareness to your brand and, most importantly, increase your sales. One of them is maintaining an interesting and relevant blog.
A blog, you say? How is a brief article going to increase my sales? Well, consider it the law of averages. The more people that come to your website, the more that are going to shop for your products, and the more that shop are more that are likely to click “Buy.” But where does the blog come in? Creating a well-written blog is a great way to keep readers coming back, and turning them into buyers.
Take Into the Gloss and Glossier for example. ITG started as a popular blog that provides fashion tips, advice and articles featuring interviews with models and fashion professionals. It became so popular that the founders decided to venture into ecommerce with Glossier. Glossier has been a retail success and Into the Gloss continues, pointing readers to Glossier.
Of course, building a business off of a blog first isn’t the traditional route to ecommerce success. Ayr, the popular women’s clothing retailer, also maintains an active blog presence. Ayr’s blog is more image-heavy, telling the story behind its newest and most fashionable products.
What’s the connection? Both brands have gone beyond the norm of retailers, creating a sort of news room circulating content pertaining to their respective industries. This will help create an army of “brand ambassadors” who will go to your site for more than just a sale, and will in turn recommend your site and products to their friends and family.
Maintaining a blog and combining it with a social media presence will create a culture of brand loyalists that wouldn’t dream of going to your competitors, even if they have a similar product. If you’re selling sporting goods, blog about the importance of using the right equipment on the field. And if you’re products are being used in a high-profile way like, if we’re using the sporting goods example, by a Major League player or in the Little League World Series, you’re darn right you better write about and publicize that!
Look, we know that writing isn’t everyone’s specialty. If you don’t have the budget to hire a content marketing specialist, you can always find a freelancer for a reasonable price. If you do write it on your own, make sure you read over your copy several times, or have a friend do it. Having typos or simple grammatical mistakes is a great way to look unprofessional.
If properly executed, your blog will keep customers coming back to your store again and again. Just keep the content fresh and at a high quality and watch the traffic—and sales—roll in!
This article was originally written for the blog of Spree Commerce.