Blogs and ecommerce stores don’t really mix well, atleast in theory. Both serve a different utility in the digital space. It doesn’t make a lot of sense for a thriving ecommerce store or app to start a blog as well, atleast on paper.
In 2021, blogs are an archaic content medium in relative terms. People in general prefer more direct mediums like video and audio that require less effort from a consumption standpoint. This further strengthens the case against starting a blog for your ecommerce business.
These points work well in theory. However, most successful online stores we find have an informative blog. Why do successful ecommerce companies waste their resources on a theoretically dull prospect like a blog?
Keeping aside the theoretical arguments, there are many practical advantages to starting a blog for your ecommerce app and website. It is very easy to create ecommerce apps with separate blog sections with a WooCommerce mobile app builder like AppMySite. The only question left is this - why do you need a blog for your ecommerce app?
#1 - The marketing funnel
Marketing funnels exert a lot of influence on digital marketing campaigns. Despite countless innovations and trends changing online marketing, the marketing funnel still remains a sturdy concept.
The entire point of marketing funnels is this - people don’t just buy a product. They need to embark on a purchase journey which involves awareness, consideration, and conversion.
Conversions thus are not possible if a customer doesn’t go through awareness and consideration.
A simple product page on an ecommerce store or mobile app is not enough to drive a customer through awareness and consideration. This creates a need for additional resources on an ecommerce platform to take people through informational stages like awareness and consideration.
A blog can thus serve as a great resource to power prospects through the information-oriented stages of your marketing funnel. This will naturally contribute to more sales and a far better conversion rate.
#2 - Search visibility
How do you reach your customers? Most ecommerce upstarts rely on paid social media campaigns to complete sales.
A cutback in social media engagement is thus on the cards. The best way businesses can react is exploring other platforms for traffic and sales. Organic SEO traffic can help you in this regard. You can start offsetting the cutback in social media sales with organic conversions from search rankings.
Blogs are a great way to build up your organic traffic. They enhance the authority of your most prominent product pages through link backs. You can even rank some blogs on high volume keywords and get raw organic traffic delivered to your website.
Without a blog, your ecommerce website is too thin on content to actually rank well on search engines. Post regularly to build up a good base of on page blogs and guest posts from other great websites.
#3 - EAT
EAT is short for expertise, authority, and trust. These traits are crucial when you are looking to rank important product pages of your website on Google.
For any possible keyword, you compete with a number of other websites for rankings. Google generally ranks websites based on their EAT worthiness. This means your website must exude expertise, authority, and trust within your niche.
There is no shortage of tactics you can use to stay true to EAT guidelines. The easiest way of doing it is starting a blog.
Long-form blog content will help Google see your level of investment in your niche. From being an ecommerce store with a simple collection of product pages, you can become a platform that provides information within your niche.
EAT is mostly about signalling. You need to make sure blogs are comprehensive and authoritative. This will help Google see your overall competence in a given segment and enhance your chances at ranking higher.
#4 - Branding
Branding is a big part of online marketing. Your ecommerce store and app may survive for a short period of time without branding. However, you really need branding to take your business to the next level and establish a long-term place in the market.
Starting a blog can help you expand your brand scope beyond selling products and making sales. You can use it to become a trusted platform which is known for its insights and content as much as its products.
Making great sales is great from a revenue standpoint. However, the long-term survival of your company depends on how indispensable you are to your customers. Delivering high quality blog content can set you apart and make your position in the market much stronger as a recognized brand.
Ecommerce success is hard to find because of incessant competition. Tools like AppMySite make it easy for businesses to convert WordPress to Android & iOS mobile app. Thus, competition is only going to grow and you need to find new ways to get ahead.
Starting a blog may not be the most appealing tip you will get to improve your ecommerce store and app. However, it is a small change that can deliver massive gains for your business and brand. The points covered here should make you consider the possibility of starting a separate blog at the very least.