You can see blogs everywhere these days: on social networks, in Google search results, and on retail business sites as well. Many of your competitors in the retail industry probably publish articles regularly, and perhaps you began to wonder why blogs are so popular. How can blogging benefit your business, and is it worth the investment?
Why Do You Need a Blog and What Can You Write About There?
Blogging provides many advantages, which outweigh the spent time and money. A blog will help improve your site’s position in search engine results pages (SERP), drive new traffic to your store, and help your business carve out a niche in the industry. In addition, blogging will help you not only to gain new customers but also retain existing ones.
All wise retailers who want to succeed in their business follow the modern market trends. Staying up-to-date with what’s going on in the industry, they observe what affects users in their decision-making process, which devices they use for online shopping, etc.
To stay competitive in a rapidly evolving market, retailers continually invest effort and money optimizing their stores. Some of the main goals that any advanced eCommerce business owner has are to speed up the website, optimize it, and improve its usability. That’s why many online retailers are switching to a Magento headless commerce solution or converting their site to a progressive web app (PWA) for optimization purposes.
In addition to technical optimization of their online platforms, wise business owners also pay enough attention to creating quality content that would be relevant and useful to their customers. Good content should answer questions that matter to customers, help them with product selection, familiarize them with the brand and its specifics, and, last but not least, entertain. All of these aspects can be covered by starting a blog.
What can you write about in a business blog? Here are some ideas:
- publish product reviews;
- share customer feedback;
- write about interesting events in your field;
- introduce the news and updates of your company;
- announce various promotions and discounts;
- inform about the features of using your products;
- share tutorials and more.
Thus, the blog is an essential tool of communication with your target audience, which should not be neglected. And, as you can see, finding topics to maintain it will be pretty easy.
7 Main Arguments in Favor of Blogging
Have you started a blog yet? No? Then read about the top 7 reasons why you should begin blogging for your small retail business as soon as possible.
1. It Increases the Quality of Your Site and Brings Traffic to It
Do you want to attract more users to your store? Of course, you do, just like any other retail business owner.
What are the ways of attracting visitors to the site of a not well-known yet brand? Sure, you can pay a lot of money for targeted ads, but when you run out of money, the flow of visitors will also stop. You can gather a database of emails and send promotional newsletters, hoping that people will click on the links, but it takes a lot of time.
So what are the safe and effective methods of attracting users? There are two main options: optimizing the site for search engine algorithms and creating valuable content.
Statistics show that businesses with a blog show more effective results. A company with a blog performs much better in terms of the number of website visitors in comparison with a similar business but without a blog:
- 55% more visitors;
- 434% more pages indexed.
How does it work? Every time you add a new post to your blog, you get one more page indexed, which means your chances of appearing in search engine results and attracting organic traffic to your site increase. That is, thanks to the blog, Google and other search engines see that your site is active and constantly updated, which means its ranking will go up.
Also, blogging allows you to create helpful content for users, which means the bounce rate goes down because users will be spending more time in your store. You can also promote the long keywords you want to rank for in your blog posts.
2. It Helps Convert Traffic into Leads
When traffic starts to flow to your blog, you will convert it into leads. Thus, each blog post becomes an opportunity to increase conversion. The least you can then do is add a call-to-action button (CTA) to the page, encouraging users to take the action you want.
Typically, a CTA on a blog leads to book downloads, webinar registrations, and similar content. So how does a visitor attracted to a blog turn into a lead?
- A user goes to a page on a blog site.
- Clicks on a CTA button leading, for example, to a free book download.
- Goes to a landing page with a form for filling out personal information.
- Fills out the form, submits the data, and downloads the book.
This principle allows you to turn traffic into leads for your sales department. Of course, not all visitors to your blog will become clients, which is okay. However, if you produce and update the content regularly and put CTAs on every page, you will increase the number of leads.
As an example of the use of CTAs on a retail business blog, see the post “Top 5 Tips for a Cool Night’s Sleep” on the Between the Sheets Blog, owned by the online retailer Au Lit Fine Linens. The post provides tips on how to improve the quality of sleep, and along with that, suggests brand products that can help solve readers’ problems.
3. It Enhances Link Building
Undoubtedly, Inbound links are one of the important Google ranking factors. Many experts believe this is the 3rd most crucial factor in SEO (after content and keywords). That said, link building is among the most challenging techniques, but blogging can make the process easier.
Studies say that companies running a blog get 97% more inbound links than those that aren’t blogging. Why? The fact is that the articles you write for your blog can be helpful not only to your potential customers but also to other businesses, so it will be much easier to get relevant links.
Having links to reputable sources gives search engines a sign that your site is trustworthy and an expert in your field. Backlinks also strengthen the domain’s authority, contributing to the site’s visibility in search engine results.
4. Positioning as an Opinion Leader and Increasing Brand Credibility
The best retail business blogs answer the most popular questions from clients and readers interested in the topics covered. If you consistently provide valuable and engaging content to your target audience, you can establish yourself as a true expert and opinion leader.
Brand authority is a fairly important metric that can measure sales performance. After all, if people find your informational posts valuable and trustworthy, they are much more likely to engage in the sales funnel.
An example of enhancing brand authority through blogging is the Digest blog by the Great One’s store. This blog publishes recipes provided by reputable chefs and interviews with them. In parallel, it offers the products sold in the store to help prepare the dishes presented. In this way, readers receive helpful and catchy content, which increases their trust in the brand and encourages them to make purchases.
Those who are familiar with your blog will enter the sales funnel with an understanding of your services and products, as well as your place in the market or industry. It will boost your sales and your brand credibility.
5. Long-Term Benefits without Much Effort
Business owners who reveal popular issues on their blogs invest in the future. After all, people will keep reading inspiring posts for a durable period, as long as the material is relevant. This means that traffic growth will be ensured without your further participation.
After you publish another post, you can concentrate on other tasks, and the traffic will grow by itself. Users will still be coming to your site from organic search.
In this way, the hours you spend writing and publishing a post will convert into thousands of future views and leads over time. You may not see immediate results, but you’ll find a noticeable increase in traffic from your older posts over time.
6. Blog Content Can Be Used for Social Media & Newsletters
People like to share information on social media, which means they will spread the word about your blog for days, weeks, months, and even years. It will help bring your business to the attention of a wider audience.
In addition, blogging will enrichen your newsletters and help keep your social networks updated. Instead of doing double work and creating new material for social media and your email send-outs, you’ll be able to post content from the blog to your social media accounts and drip campaigns.
For example, see how the Press Healthfoods blog by Squeeze brand shares articles from its blog on its official Twitter account.
This way, you can develop your social media with the help of a blog, and those, in turn, will help grow your blog. Very handy, isn’t it?
Another advantage of running a blog is the possibility of keeping your readers informed about what is happening in your company. After all, you can publish articles and news about your business, share updates, compelling cases, and new achievements.
It contributes to the personalization of your brand and allows you to communicate with your target audience more personally.
Take a look at an example of how you can keep readers updated with your company life in the screenshot below taken from the BioLite blog.
Additional Blogging Benefits
There are more arguments in favor of blogging, although they are less significant and quite different from the previous ones.
For example, you can test any expensive marketing campaigns in your blog before spending a lot of money developing and implementing them on your retail site. Also, a blog can be a platform to help you better understand your target audience by learning more about their interests through researching reviews and comments.
While not the most important, these aspects are valuable for your business development.
If you don’t have a blog in addition to your retail website yet, what are you waiting for?
As you now know, a blog is an effective tool for developing your business, bringing more traffic and leads, increasing the credibility of your brand, enhancing the loyalty of customers, and building stronger relationships with them.