As an ecommerce business, there is a need to increase your page traffic with the end goal of increasing conversions. That is, getting users to make a purchase from your site. You need to be careful not to create the impression that your site is a money gobbler. You need your customers to know that they can also visit your site and learn some pretty good stuff about other things. They don’t need to visit your site only when they have money to spend. Ever heard the phrase “Content is king”? Blogging is one way to have content. Blogging generates traffic for your site but surprisingly few businesses grasp the second part.

A simple search through some of the major ecommerce sites in Nigeria will show the same result. There’s no intent to educate, everyone wants to sell, sell and sell. It’s tempting to give in to the idea that the only way to generate sales is engaging in direct sales. Handling inventory, nurturing your email list, and calling to make potential customers will only go so far. If you’re spending all your time trying to convert customers, then you’ll soon be neglecting reasons for customers to discover your business in the first place. Blogging is a great way to build your audience and generate more traffic and sales for your business. You shouldn’t treat it as an unnecessary luxury. Even infrequent posts can help your business.

Blogging enhances your ecommerce SEO

If your audience is small, you might feel the temptation to not blog because you feel that no one will read it anyway. Don’t give in. Not blogging is one way to ensure that your small audience stays small. How? Having more blog posts drives traffic to your site because it improves SEO (search engine optimization). It lets you tell stories that convert visitors into customers; and it increases the chances of engagement, not just on social media but also on traditional media. You might increase the chances of being covered by a news site, which are usually seen as more credible sources of opinion. And besides, all that stuff you hear about content marketing? For most businesses, that means writing good blog posts.

Keeping a regular blog also signals that your site is being updated. Search engines track these changes. Each new page is a sign that your site is active. Google rewards that by ranking your site better. Blogging also gives you the opportunity to rank for more key phrases because it gives you a way to create content around the keywords you’re targeting. Any product page you link to in your blog post will also benefit if someone links to your post. It isn’t just the fact that someone searching for what you write about will have a better chance of coming to your site.

You’ll also give yourself the opportunity to create strong internal links with rich anchor text that link to your product pages.

Blogs help you tell emotional stories

Just look at the anatomy of a blog. There’s a headline, to lead your readers to know what to expect. You have the space to tell a story. You can include lots of cool visuals. Whatever you tweet fits in a blog post; and you can post videos there too. It’s a very good medium for telling a story. You want to be able to tell stories.

Talking about your product’s great tech specs isn’t enough; people respond emotionally to stories. If you own a business and run a store, chances are you have an interesting story of your founding. Maybe your store started as a side gig that evolved into something greater? Or maybe you built your business after tapping into the needs of a community? Maybe you were inspired to build something after a trip abroad? Besides featuring your story, you could be featuring your products. You are one of the worldwide experts on your products, you can describe how they’re made, where they’re from, and their special features. Bring out what’s interesting about them, and it’s more likely for your product to be sold.

Sometime this year, Konga put up this post of their visit to an Orphanage, after reading this, it’s expected that you’d develop some form of sympathy, which will be translated into buying something from Konga because you know your money is being used for a good cause. Top notch emotional psychology!

Blogs Get You Noticed

When you’re writing good content that people want to read and share, you’ll rank more highly in search engines. Every link to your site, from social media, other blogs, and whatever else is a signal to Google that your site matters.

Blogging allows you to create content that demonstrates your expertise beyond unproven assertions. It also positions you as a more trusted authority relative to your competitors. If you have a good piece of content, your post may attract attention from outside of your industry. These may include reporters and high profile bloggers. Getting good press from media can be invaluable.

Look at this blog post from Jumia, they’ve leveraged on the current forex situation in Nigeria to market their products, with a little bit of humour.

How to Come Up With Blog Post Ideas

You’re not a great writer, you say? You just can’t find the time to devote into blogging? By this point you should realize that the latter is simply a mistake. Blogging is valuable. If you have the time to maintain multiple social media platforms, then you have the time to write a piece of content every week. And don’t worry about not being a great writer. Your posts can be short. Think of blogging as the expansion of a tweet or a product description. Or you just want to link to interesting content you’ve found around the web. You can simply embed a video. None of these require a great deal of writing.

It doesn’t have to be something you do every day. Once a week is fine. Just make sure that you post regularly about interesting topics, look at Jumia talking about the Football season, nothing related to ecommerce there, but when you read through that post, you’d see a link to buy a football jersey somewhere on their site; seen how interconnected topics are?

Use this tool to get ideas on blog post topics.

Blogging along side with your business helps you get a targeted audience which would aid sales of your products. Consider that something you write will live on for posterity. Something you wrote last year could still be racking up hits. Though you may not have customers now, a post may get thousands of views over its lifetime. Who wouldn’t like to generate a sale based on something they did two years ago?

Let us know if you’re already blogging in the comment box below. And if you’re not, let us know what’s holding you back.