Just about anyone can write a blog. Writing a blog doesn’t necessarily take a great deal of skill, but when it comes to writing a blog for your eCommerce business, there are a number of components that a business blog needs that you wouldn’t have to concern yourself with if you were just writing a personal blog. A business blog has two very distinct purposes. The first purpose is to provide information to your customers about your products or services, and the second, and perhaps the most essential purpose, is to generate new business. With these two purposes in mind, the next question, is what makes an effective, interesting and business generating blog?
The first order of business on your new blog is to introduce you and your business to the world. For a small start up eCommerce business, especially if you’re in fashion, it is essential to use your blog to make a name for yourself. You don’t have to tell the world what you had for breakfast, but do share your passion for your craft. Passion is contagious, but try not to word it like a sales pitch. You want people to come to you because you’re the chic, more relevant competition. You’re not some monolith of a corporation trolling for business. Take the opportunity to educate your customers about your products and make sure to incorporate plenty of visual aids like photos and video clips.
Get personal. You have the luxury, as a small start up business, to get personal with your customers. This is where blogs from Fortune 500 companies and yours will differ. Your blog will actually be approachable. By all means, maintain a sense of decorum, but let loose a little and make it conversational. Consumers like to buy products from business owners who are relatable, and a blog for your business is the perfect venue for this.
Be Informative. Being in the eCommerce fashion business, a blog is the perfect venue to talk about things that are going on in the fashion industry. The more knowledge you demonstrate within the scope of your business and products, the more credibility you lend to your business. For example, if you sell cocktail dresses on your site, providing articles about current cocktail dress trends on your blog will not only interest customers, but they will actually return to your blog to get informed about the latest trends in the industry. The more on point and interesting your blog content, the higher the probability of converting a lookie-loo to a new customer.
Create a dialogue. This is what sets and average blog aside from a great blog. Write articles or blog posts that have open ended questions, encouraging readers to leave comments. And when your readers do leave comments, you must respond, don’t leave them hanging! If you’re not responding to these comments, you look less like the personable, industry-savvy entrepreneur, and more like that cold-hearted fortune 500 company that you are trying so desperately to distinguish yourself from.
These are all key components for an effective blog, and if written well, it’s the ultimate tool to be used to drive business to your eCommerce site. Remember to keep it current, keep it relevant to your business, and keep the conversation going!