In 1979, Michael Aldrich initiated the journey of E-commerce with the concept of teleshopping; it has now been totally revolutionized and flourished.
Significant second investments have now been made in the online shopping venture.
According to CMO, E-commerce models are speculated to grow drastically with retail sales of $370 billion in 2017.
Wow, right? And since you’re probably about to invest in a similar venture too, you should take a look at these stats as well.
Shocked? No doubt, people are investing and earning enormous profits but these horrifying stats can’t be ignored. Among the major factors behind the failure of any e-retail venture, ‘Inadequate blogging strategy’ is one of the key factors.
Starting an online shopping business is not just about selling products. You have to show how aware you are with the commodity you are selling in the online market. Nobody can deny the significance of having a blog on the website in B2C industry.
In 2012, Content Marketing Institute and MarketingProfs did a research on the most effective content marketing tactics for B2C firms and results showed that blogging is the fourth most effective technique with 57 percent of the respondents.
Related Article: Required Reading: Top 10 Blogs for Inbound Marketers
How Significant is Blogging for E-commerce?
1. A Tool to Increase Productivity and Traffic
When you start posting something valuable on your blog actively, people listen. Sorting out the most relevant tertiary keywords for your blog and writing something around those keywords will help you get more prominent in SERPs. If users’ queries are fulfilled by your resource, then you are bound to get considerable amounts of traffic.
According to Neil Patel:
2. Prominence of Tertiary
Keywords in the SERPs. As mentioned above, targeting long tail or tertiary keywords on your blog will get your prominent on the major terms relevant to the business or products you are dealing in. This technique gives you an edge over rivals if it’s done efficiently.
According to Hit Tail:
3. Conversion of Readers Into Potential Customers
It works as a bridge that connects customers with your brand. Customers actually like it when they are provided with relevant information. When they trust your information, they are more likely to trust your products. Did you know that marketers who prioritized blogging are 13 times more likely to enjoy positive ROI.
Other than this, there are countless benefits of blogging for a B2C website. But unfortunately, B2C marketers are not doing it as it should be done. Let’s talk about the sins which are the main focus of this article.
What are the Biggest Fouls in E-commerce Blogging?
The main focus of this article is to highlight mistakes that have serious drawbacks in this industry. Here are the following sins that have a direct impact on your ROI, bounce rate and website engagement.
Related Article: Spread the Word: 6 Overlooked Channels to Promote Your Blog Posts
1. Implying a Promotional Tone
Blog is supposedly an information hub instead of a promotional platform. That’s one of the major factors that differentiate a blog from a website. If you adopt a promotional tone in your blog post, no one will consider reading it. The whole website is available for promotional activities; don’t let your blog become too cheesy and hungry for promotions.
- Takeaway: Provide visitors with what they’re looking for; they will add value to your business. Instead of choosing a promotional tone, try a conversational one. Provide them ideas, tips, tricks and inspirations that could help solve their problem. Give your blog a natural look instead of making it an advertorial newspaper.
2. Minimal Focus on Your Niche
This usually happens to most e-retailers when their objectives are not organized. They keep writing flawless content without any idea of their target market. If the post is not written for your targeted audience, it will be ignored and wasted.
- Takeaway: Target the right group of audience instead of taking it as a whole. Such measures tend to increase the bounce rate of your website. Deciding the right audience is one of the major keys to success.
3. Not Aware of the Trends
If a layman runs a business, there is nothing that can be speculated. Likewise, if you won’t follow the trending topics then it’s worth equal to none. Trends matter a lot when you are in a B2C industry, as they help keep a check on the hype among users.
- Takeaway: Follow the trending topics in the industry, make smart use of tools like Google Trends, BuzzSumo, check out trending section on BuzzFeed and you can also follow social trending hashtags to get a firm knowledge about the trends of your industry.
4. Inadequate Use of Tertiary Keywords
The importance of tertiary keywords has already been discussed above. Regardless of which industry, organic search wins in most of the grounds. If your posts are not targeted to organic benefits, you are bound to lose a major portion of the traffic.
- Takeaway: Before you start blogging, list down all the tertiary keywords that are relevant to your business. Allot a keyword to each post and ensure their natural usage in title and content. Did you know that Amazon makes 57 percent of sales from long tail keywords though it has targeted its product pages, but in the same way you target blog pages.
5. Complications for Mobile Users
Approximately 80 million U.S. consumers are using mobile devices, and if your E-commerce blog is still not mobile friendly then you shouldn’t expect any positive outcome. Many big names in the industry observed great success due to mobile responsiveness.
It will be a huge drop of traffic if you ignore more than half of the population.
- Takeaway: Make sure your website is performing well on all the devices; if not, make it responsive on a prior basis. If your blog is already responsive, check the mobile score using Google Page Speed Insight and enhance as much as possible.
6. Ineffective Engagement With Customers
- Lagging Behind in Social Presence. No matter how high the quality of the content is, if it is not shared on social networks. It’s more like you organized a big party and forgot to invite the most important guests. In both cases, you just waste crucial time.
- Overlooking the Comments and Feedback. If users are finding your blog posts or any social media post informative and dropping their comments/queries in the comment section, then it’s your obligation to respond them. If you are ignoring them, they have every reason to ignore you as well. This is the end point where a business has no reason to survive when its users have no interest in it.
- Takeaway: Always post content for a return from users. Keep a strong eye on the users’ comments and feedbacks, both on social media post and blog post. Respond to all of them even if they’re positive or negative.
7. Skipping the UX Element
Yes. Content is not the only thing that matters when it comes to blogging. The place or platform where you are posting your content also plays a major role. In the end, you expect something from it in the form of traffic, conversions, engagement and other ROI improvement factors and in this regard, UX plays a vital role. If you have just incorporated an ordinary WordPress theme and tend to post content randomly, then you are just pushing your content.
- Takeaway: Highlight the major elements on the website and include them on your blog section in the form of a call-to-action. You can add category banners, email subscription field, new arrivals and other foremost important elements on your blog. Have a look at the screenshot of Hourglass Express’ blog which incorporated relevant stuff on its blog.
8. Absence of Consistency
Planning and placing accurate strategy is the mainstream job in an E-commerce business. The word ‘random’ doesn’t exist; if you are placing the content randomly you are going against industry trends. Though the content on your website is getting updated, the results won’t be very juicy.
- Takeaway: Prepare a proper editorial calendar for your blog. Check out the industry trends to analyze the best time, date and topic to publish the article. If you work with this pace people will have an exact idea of the schedule of your blog.
9. Ignoring the Visual Assets
The power of visuals can’t be ignored regardless of the industry. 90 percent of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. It triggers boredom when you ignore this factor in the content and consequently, users bounce back to another option that can provide better visual representation.
- Takeaway: Include high definition images in your blog post to catch users’ attention. It would be great if you make use of product images that you’re already endorsing. In this way, you link it and redirect your users to relevant product pages.
Related Article: Why the Company Blog is More Important Than You Think
10. Ambiguity in the Choice of Content Form
This is the area where most marketers encounter hurdles. They don’t have any idea of their niche and what type of content will be accurate for them whether long form or short form; it actually depends on the niche and the targeted audience.
Takeaway Study your niche deeply and go through blog results in the SERPs that are relevant to your niche. Get an idea from search results and perform accordingly.