Blogging in e-commerce: 7 mistakes to avoid at all costs on your site
Blogging in e-commerce is an effective way to communicate with a rich and varied audience. Millions of articles are published every day by individuals or by companies that use it as a marketing tool to improve their natural referencing. However, in order to attract the interest of prospects and build loyalty, the blogger must choose his themes wisely and avoid at all costs certain mistakes that can be harmful.
Blogging, a tool of influence for e-commerce enthusiasts
Blogging was born from the desire to inform and spread new ideas. Changing your environment is no longer the prerogative of traditional media. With a computer and an idea to convey, everyone can become an important influencer and make themselves useful.
If you run an e-commerce business or if you have a physical business with a sales website, you may be wondering if adding a blog to your e-commerce site can be of any use. Many blogs are created every day to share a knowledge, a passion or promote a concept. Others like Julien Foussard’s help you discover many secrets to perfect your digital entrepreneurial journey.
But, if the blogosphere seems to be an easy access environment where a certain regulatory blur reigns, some common mistakes can however hinder the publication of posts.
Not having a regular publication rhythm
In the world of blogging as in many other activities, the regularity of the offer maintains loyalty. The risks of procrastination, laziness or the quest for perfection unfortunately exist and can delay you, but you have to know how to overcome them. Because when you don’t update your blog regularly, and visitors don’t discover new posts, new ideas or products to buy online every time they log on, they will most likely stop visiting your blog. There is no standard rhythm to prescribe, in all cases just don’t let your blog go to waste over a long period of time.
In which case the benefits will be felt in terms of traffic and even earnings for your online affiliate store.
Not having a coherent editorial line
To succeed in blogging, you need consistency. The temptation of the jack-of-all-trades blog can compromise your effectiveness. Ideally, any blog should define a basic theme and explore its aspects; except for news blogs which are by nature generalist. The fact of dealing with a multitude of subjects, of talking about several articles to test can be an advantage in itself, on the other hand, it can also undermine your credibility. The goal is to Specialize to become a reference in a specific field for example in luxury beauty products or high-tech equipment.
Not to mention that it can simplify your SEO and make you appear quickly in search results. Moreover, a prospect may discover an interesting topic on an e-commerce blog and then decide to subscribe to it, but his mind is then drowned by the variety and inconsistency of the following topics. Its regularity is no longer guaranteed.
Plagiarizing content from other similar blogs
It may seem obvious, but blogging is first and foremost a way to define your identity and your digital footprint. What do you think about such a product ? What do you recommend among the latest trends ? Blogs are used to spread the ideas inherent to their authors and to define their digital identity. Using a blog is also a way to generate attention and trust. Your involvement is then taken very seriously by your readers. Avoid deliberately duplicating content from other blogs to save time or sometimes even without realizing it.
In addition to possible legal sanctions, your blog may no longer be referenced by search engines or lose popularity to sites with identical content, but older.
Not offering a newsletter for your blog
Creating a newsletter helps attract and retain your customers in the long term. By using a newsletter, you can interact with your subscribers and improve your traffic on demand. They often contain exclusive information, the latest articles published, commercial or promotional offers and serve to strengthen the bond between the blogger and the subscriber.
This is a must-have option for professional or e-commerce blogs. Many tools such as MailChimp, Sarbacane, MailJet, SimpleMail, GeniusContact etc. currently allow you to create your own newsletter by judiciously exploiting the collected email addresses.
Neglecting your blog’s SEO
SEO consultants are SEO experts who help you get your site indexed. The goal is to define a strategy to increase the popularity of your blog through a rigorous choice of keywords and sometimes a restructuring of the site itself. At your level already, it is essential toto carry out each time a thorough documentation on the themes to use the appropriate lexical field. For this, some bloggers choose to entrust their posts to content marketing experts.
These operate on relevant keyword research and ensure better SEO potential.
Being too self-focused
Blogging is a way to start a conversation with your customers. Instead of creating a page that your customers only visit when they make a purchase, or always telling about your own experiences, you can use your blog as a method to continuously engage your customers. Several ways can help you to do this. For example, if you sell weight loss products, you can share your customers’ success stories. Share interesting and inspiring stories about customer experiences with visual elements that enhance your credibility.
Reinforce the customer experience by investing in tangible elements. It can be a video explaining the different ways to use a product, or photos and videos not related to the product, but relevant to your target audience.
Letting the blog dethrone product pages
Blogging is used to promote yourself and your products and services. It should not be the focus of your promotional efforts. Many bloggers prioritize this communication channel so much thatit goes beyond the product pages of search terms, which confuses readers when they access the blog. In fact, many clicks are directed to your blog by Google instead of your product pages. It’s a mistake that undermines your marketing efforts by undermining your content marketing strategy.
It can also happen that the ranking capacity of the product page is exceeded by the blog. This is why some e-commerce giants prefer place their blog on a sub-domain to avoid that it overshadows their product pages.
Just as it takes time and a consistent strategy to create a successful e-commerce brand, it is the same to manage an e-commerce blog in the rules of art. Mistakes are common, but as long as you follow industry best practices, you are guaranteed success. The game is well worth the candle.
Because the more you blog, the more you get known and the more you generate leads, requests for quotes and finally an increase in sales.