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5 Tips for Writing an Engaging Ecommerce Blog

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5 Tips for Writing an Engaging Ecommerce Blog

Read time 10 min read
5 Tips for Writing an Engaging Ecommerce Blog

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If you run an e-commerce site, you know that it is important to blog regularly. Sometimes, however, it can be challenging to find ways to engage your target audience. Yet, you must do that if you want to be successful in enlarging the number of people reading your post, raising your conversion rate and keeping your company at the forefront of your customers’ minds. Keep these five tips in mind to write an engaging ecommerce blog.

Use Ecommerce Blogs to Connect to Your Buyer

Your blog’s viewers will be at different levels, so make sure that you regularly create content that will connect with them throughout their buying journey. Following this tip will help them know that you understand where they are and assists in moving them forward. You can think of the buyer’s journey as being like the sales funnel.

Awareness

Your target audience member is just beginning to understand that they have a problem and that a possible solution exists. Fill each blog post with information that the buyer will find useful. Lay aside any marketing jargon at this stage as you want to build trust with your potential buyer that you understand their problem and have the right solution.

When you are writing blog ecommerce, think about all the questions that a customer might ask before buying your products. It often helps to make a list of these questions and write a blog addressing each one. Since your customers are only beginning to look, be sure to promote these blogs widely so that they start to see the company’s name regardless of where you are looking.

Consideration

As buyers move into the consideration stage, you should be creating blog ecommerce that shows your blog viewer the different options available to them. For buyers in this stage, you should be creating blogs that help your target audience compare options available to them. Without being salesy, you should show the person looking at your blog the benefits of choosing your answer to their problem.

Decision Stage

The people interacting with these blogs are ready to make a buying decision. This stage is the time when you need to sell them on your brand. Be sure, however, that the focus remains on the benefits to your customer of using your brand. The best ecommerce blogs at this stage help your target audience understand why your brand is the best choice available on the market.

Using a variety of blog ecommerce allows you to connect with buyers throughout the journey. Since you have one blog, you must mix the different stages regularly as it is a necessary consideration in creating the best blogs on ecommerce.

The Best Ecommerce Blogs Use Different Types of Content

Featuring different content types in your ecommerce blogs allows you to connect with members of your target audience who have unique learning styles.

  • Visual learners– Approximately 65% of your target audience will be visual learners. These people learn best by seeing a visual representation.
  • Auditory learners– About 30% of your target audience will be auditory learners. These individuals learn best by hearing facts and details about your products and the benefits it has to help them solve their problems.
  • Learn by doing -The rest of your audience will be kinesthetic learners who need to do something to learn.

You must use various content styles if you want to become one of the best ecommerce blogs to follow. Here are some possibilities to consider, but this list is not comprehensive. Mix it up regularly to reach more people.

Infographics

Infographics use a visual format to share data. They allow you to present data in a way that your target audience is more likely to remember, especially if they are visual learners. Infographics also allow you to tell a visual story that your audience finds engaging and memorable. These easily digestible visual displays are also very shareable. They often capture the media’s attention, which can lead to outstanding opportunities to be seen as an expert in your field. Your followers are also more likely to share infographics, which can be a great way to gain new target audience members.

Videos

Adding a video to your blog helps increase time spent on your page, which may be an SEO ranking factor. As with all content, you should have a purpose for adding the video. Drive engagement by using videos that are two minutes or shorter. Then, use your blog post to explain the details. You can create many different types of videos, including:

  • How-to
  • About us
  • Explainer
  • Product review
  • Behind-the-scene
  • Questions and answers
  • Product demonstrations

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: Aquisio)

Guides

If you need to gather new leads for your sales team, then producing and offering guides through your blog may be the perfect technique. It can be a great way to get people into your sales funnel or help them decide that your product and company is the best choice for them. Follow ecommerce blog examples by considering:

  • Case studies – Present a problem, explain the different factors taken into consideration and show how your product was the right solution.
  • How-to guides– Showcase how using your products solved a problem.
  • Product demonstrations– Tell how to use your product in real-life scenarios.
  • Ingredient profiles– These guides are a great way to display the benefits of your company’s product ingredient choices.
  • Features and benefits outlines – Take your target audience member on a journey showing them in-depth the benefits of using your products.
  • Choice guides – If your company offers several packages, then create a guide to compare the different choices.
  • Product review compilations – Especially if you can get several influencers or customers to write in-depth reviews, put them together in one resource that potential customers can easily access.

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Opinion

You have opinions on topics in your industry. Present well-documented blogs about why your opinion is the right one. Use words that your target audience will understand. If you are very emotional about an issue, you may want to have someone else read the post or let it lay for a day or two before you post it.

Product Reviews

While you will want to write reviews of your products often, do not overlook the possibility of writing product reviews of items that you think that your target audience will find useful. This type of blog is an outstanding chance to network with others in the ecommerce world if you can find opportunities to exchange audiences occasionally. Here is an example of this type of blog:

You will be interested

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: HubSpot Blog)

How-to Blogs

How-to blogs are a standard blog content type on many ecommerce blogs. When you go to write these, consider laying out real-life scenarios. Then, lead your target audience member through each step needed to complete the project. Finally, summarize the steps with a conclusion showing the benefits of your product.

Lists

Creating list blogs works in many different situations. HubSpot did a survey of their blogs published in 2019 and found that those that generated the most leads were an average of 2,529 words long. By comparison, those that people read the most were about 325 words longer than the blogs that people read the most often. The image below shows an list type blog:

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: Emerge Blog)

Curated Posts

You can help build authority in your ecommerce field by using curated posts. These posts are also easy to create in weeks when you have focused your attention on other things. Choose a topic that your target audience will find interesting, and create a list of sites that you feel great recommending to them within that topic. These posts are great for your site because they help pass a little domain authority along to your site.

Interviews

Interviewing an industry leader can be a great way to attract new target audience members to your site as they are already following that industry leader. See who you can line up to do an interview and prepare your questions ahead of time.

Another idea that you may want to embrace is interviewing someone who has a feel-good story that you can tie to your ecommerce business. People are so used to hearing negative news that they will gladly share a great story.

Gather and Analyze Data

Think of a topic related to your industry and choose a set of data to analyze. Sometimes, you will need to gather the data yourself. Other times, you can find data that has already been collected by someone else. Then, analyze that data to show how it affects your target audience.

Offer a Tool

People love using tools to help them feel better about their decision. Tools are handy for those who learn by doing something. So, create a tool that your target audience will want to use and share with their friends. If you do not have the technical skills to do this on your own, work with a freelancer who already has the needed skillset.

The Best Ecommerce Blog SEO Qualities 

Keep some on-page SEO techniques in mind while writing your engaging ecommerce blog. Using these techniques will help your blog to rank higher on search engine result pages so that more people will read your content.

Choose Your Keywords Carefully

The best ecommerce blog examples contain carefully chosen keywords. Use a tool to determine the number of people that are looking for a specific word or phrase. Then, incorporate those words into your blog posts. For example:

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: WordStream)

You will generally want to choose one to three keywords that will appear in every blog post that you write. Then, select another couple for each blog post that is unique. Each time you use those keywords, it helps signal Google and other search engines that phrase summarizes your business.

If you are a smaller ecommerce business, consider selecting keywords near the middle of the pack so that you are not competing against companies with huge marketing budgets. Be careful not to overuse your keyword to the point that your post becomes spammy.

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Divide Your Article Using Tags

Since viewers of your blog post are probably skimming it instead of reading every word, be sure that your title and subheadings help move the reader along. These are great places to put your keywords.

Your title should be around 60 characters long to display correctly on search engine result pages. Try to use your keyword near the beginning of your title, but make sure that your title reads well. You need to create a unique title for every blog post.

Then, divide your content up using appropriate subheadings that indicate what each area of your content is about and encourage users to want to read the content written below them.

Write a Great Meta Description

Each blog post you create needs a meta description that will entice readers to want to click on your blog. This sentence that should be between 50 and 160 characters long is your chance to attract readers to view your blog post. This is what a meta description looks like:

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: ReliableSoft)

Write with your target audience in mind, but it should at least include one of your keywords naturally. Each post should have a unique one. If you plan to share your content on social media, they will often post your meta description when you share the content. Otherwise, they may use the first line of your blog.

Make Your Blog Post Mobile-friendly

Your e-commerce site should already be mobile-friendly, but there are additional factors to keep in mind when creating a mobile-friendly blog. Key ideas you will want to keep in mind include:

  • Keeping your title and subheadings short so that they do not become truncated.
  • Choosing images that have limited colors and optimize them.
  • Avoiding the temptation to add many bells and whistles to your blog posts because they will slow downloading speeds.
  • Make sure to test your website using Google’s Mobile Friendly Tool. (Image Below)

5 Tips for Writing an Engaging Ecommerce Blog

(Image Credit: Search Engine Roundtable)

Concentrate on Readability

When your target audience chooses ecommerce blogs to follow, they choose ones that are well written. Write in a language that your audience can easily understand. Leaving the technical jargon in the boardroom is often the best idea.

Aim your writing for about the seventh-grade level. Go through your blog to see that you have written as briefly as possible.

Once you write the content, proofread it carefully. Often, using a program that will read your text aloud helps you spot problems that you would otherwise miss.

Most paragraphs should only be two to four sentences long as this will help readers on mobile devices consume your blog better. Additionally, write in sentences less than 20 words long.

Choose the Right Images for Your Ecommerce Blog Post

Choosing the right image can be a great asset to your blog posts. Take or select photos that are correctly exposed. The subject of the photo should be in sharp focus. Include people in your photos that look like your target audience because it makes it easier for people to picture themselves using your products.

Choose high-quality photos and obtain the copyright to them. If you do not own the copyright, ensure that you attribute them appropriately. You should also label all images with alt texts so that those who cannot see the image know what is included.

Creating an engaging ecommerce post for your blog does not have to be hard. Follow these five simple tips and watch the number of people who read each of your posts explode. Your return-on-investment will skyrocket when you engage with your target audience through your blog.

Diib®: Start Your Ecommerce Blog Today!

Writing engaging content for your ecommerce site boils down to a four-step process. Start by determining where in the buyer’s journey the target audience is that you want to address in the post. Then, figure out the content type that you want to use. Be sure to mix it up regularly. Write your post for real people while incorporating your keywords naturally and proofread what you wrote. Finally, add an image or two to further keep your audience engaged.

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FAQ’s

This is either a place on your website or a stand alone site dedicated specifically to writing about your specific ecommerce store, goods ect. Ecommerce blogs have become a fundamental component of successful web marketing and are utilized by most online businesses.

Shopify is a hosted platform that includes both an ecommerce site and a blogging platform, with add-ons such as hundreds of plugins and apps to help you grow and sell physical/digital products or services right away. They have a free 14 day trial.

Quite likely the most important reason for a company blog is to promote brand awareness and to drive traffic to your ecommerce website. This will eventually lead to more revenue.

Yes, you can embed a button or widget to sell your products directly on your blog.

The simple answer is that both social media and blogging have their unique place and purpose in a good marketing campaign. Social media can help you promote the content on your blog.

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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.

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