You send out e-mails, develop newspaper ads and dispatch newsletters daily. With the multitude of available marketing communications in the ever-growing e-commerce universe, it’s important to consider new ways to reach consumers that are both productive and intuitive. As a growing form of content marketing, blogging is yet another helpful tool to keep in your back pocket; it not only builds existing customer relationships, but attracts new customers as well. Whether you’ve begun the foray into the wonderful world of blogging or are merely weighing the pros and cons of incorporating a blog into your content marketing strategy, it’s vital to understand the who’s, what’s, when’s and how’s of blogging in order to increase sales and strengthen customer relationships.
Why Retailers Should Consider Blogging
Social media platforms are a great way to begin generating interest in your products and services. However, with any digital marketing effort, there’s a limit to what you can say and who you can reach, especially with specified character counts. In these instances, you need more than just Pinterest, Twitter and Facebook to promote your products. A business blog that is well-written, regularly updated and encompasses a personal voice will add to your marketing prospects. Blogs improve SEO, allow for colorful narratives and have the potential to convert visitors into customers. In addition, creating a retail blog keeps content fresh and current, positions you as a trusted authority and helps you gain a competitive edge. Giving readers the ability to link to your posts, blogs also generate more views and drive additional traffic, effectively expanding your product market.
How Often Should I Update My Blog?
Every time you post a blog, you improve your SEO. Because search engines track such changes, they acknowledge that your page is active and ultimately give preference to frequently updated blogs. A healthy blog requires regular updates to take advantage of this effect. If this commitment scares you or you think you simply don’t have the time, keep in mind — like any other form of marketing, blog posts are vital to growing your customer base in an increasingly digital world.
Devising a Captivating Topic
When considering blog topics, it’s important to keep in mind who your customers are and how they will benefit from your products. One great way to incorporate this into a post is with a simple tutorial. For example, if you own a home décor business, demonstrate how to piece together bookends, trinkets, lamps and storage boxes to fit on a rustic bookcase. If you own a tool company, show your audience how the latest drill technology will make their lives that much simpler.
In need of some ideas to get your blog strategy started? Consider the following prompts:
- Write about a new product line
- Raise awareness of an upcoming special promotion
- Create a product tutorial
- Highlight outstanding employees and their achievements
- Answer customer questions
- Blog about your company’s history and growth
The Dos and Don'ts of Retail Blogging
As a link between your brick-and-mortar stores and the e-commerce world, blogs are most successful when they speak genuinely and address your audience directly. Most new customers come across blogs when researching a product before making a buying decision. As such, forming a solid foundation for future consumer relationships is crucial to growing your audience. Just like you’re talking to a dear friend, it’s important to be positive and personable when writing a post to establish a good rapport. Drop the salesperson approach, avoid using business lingo and strive to create blog posts that help inform the consumer by using language that's accessible.
Be interesting, be relevant and be engaging. Intrigue your readers by giving your blog a personality and sharing common experiences. Remember: blog often, blog smart and blog honestly. What convinced your business to maintain a blog? And if you haven't yet, what reservations are holding you back? Leave us a comment and let us know. To keep up with Virtucom Group, you can follow us on LinkedIn and Instagram.
About Virtucom Group
Consistent business blogging yields results – more clicks, more subscribers and – ultimately – more conversions. Whether you’re writing an automotive blog, an accounting blog, a healthcare blog or a home renovation blog, blogging for business and content development are useful for any industry. Follow the content writers at the Virtucom Group blog as they share digital marketing tips and discuss website content writing services that can optimize your business blog.
