What should an e-commerce blog include ? Check out the tips I've prepared for you this week, based on the blogs of major Brazilian players like Submarino and Extra:
• Integration with social networks :
The presence of e-commerce businesses on social media is incompatible with the presence of consumers , reveals research by Rock Content. This means that there are more consumers on these platforms than online stores can handle. So, don't be shy, connect your e-commerce blog with social media to achieve greater reach and, consequently, a larger audience.
• Appropriate content :
The right content is what your target audience wants to read. There's no point in publishing 100 articles about pineapples when your visitors want to read about apples. Check out the article " 10 topics to discuss on your e-commerce blog " to get an idea of what to write about. Besides being appropriate, the content must be very well written. Always work with professional writers, preferably with a degree in Communication and knowledge of your online store's industry/segment.
• Audience content :
Take advantage of content written by internet users, also called audience content, as good recommendations can generate sales and complaints can lead to improvements for your online store. Use systems like Site Sincero to verify the quality of internet users' opinions and filter out those that are not sincere. Integrate social media comments with blog comments, as the former are more frequent and the latter are almost nonexistent, which can give the false impression that your blog is not visited or is not taken seriously.
• Periodic updates :
Once you start an e-commerce blog, ideally you should never stop publishing content. Constant updates generate audience, increase your credibility, improve your reputation , etc. Maintain a content plan with topics for the entire month or perhaps the whole year. Only replace topics if there is a more urgent subject to be published, such as the launch of an Apple product, for example.
• SEO Optimization :
Investing in SEO increases the number of visits by 13 times and the number of customers by 6 times in e-commerce . Therefore, pay attention to the three important factors for SEO ranking for e-commerce on Google . Don't neglect keywords, meta tags, titles, and above all, the relevance of the texts, videos, images, audios, and other content you publish on your blog. Work with internal link building to reduce bounce rate and external link building to obtain more visits from other pages and improve your ranking in search engines. Many e-commerce blogs, such as Shoptime's, for example, point to direct links to the product pages of the online store in order to generate more sales.
• Suitable design :
The design of your e-commerce blog should not clash with the design of your online store. On the contrary, it should follow the standardization of colors, icons, and organizational culture , which will avoid credibility problems such as those that lead internet users to doubt the origin and veracity of the blog.
• Email capture :
A good blog should always contain an email capture form or even a squeeze page (with or without a digital incentive ) for the purpose of expanding the email marketing list. According to research by Marketing Sherpa, 72% of consumers like to use email as their primary channel for receiving product offers. Learn more about this in the article " 5 advantages of using email marketing in e-commerce ".
• Daily maintenance :
The blogger hired to produce content for your e-commerce blog must perform daily maintenance on the posts. This maintenance includes spelling and grammar correction of old and new posts, optimization of the internal and external link system, keyword improvement, dialogue with internet users in the blog comments, and constant improvement of articles that have already been published.
Whenever you have doubts about how you should approach your e-commerce blog, don't be afraid to do benchmarking , that is, to take a look at the Sonar blog (from the Submarino store), the Lu Blog (Magazine Luiza), the Shoptime blog and Tudo Extra, among others, to get some good ideas.
