Blogging has been around for some time now. Though early bloggers did not have an exact term for what they were doing, soon Jorn Barger coined the term web log, which was later reduced to blog by Peter Merholz, President and one of the founders of Adaptive Path.
Don’t be misled; I am not going to elaborate on the history of blogging, but rather about the chemistry between blogging and retailers.
Retailers are popping up everywhere like fireworks on the 4th of July, trying to sell through all possible channels. So it comes as no surprise that they would invade the blog space to reach out to more customers. Our statistics reveal that 44 of top 100 online retailers indulge in blogging. No harm there! The question is – “Are they doing it right?”
As I tried to emphasize in my title, I am not here to talk about the ABC of blogging - Architecture, Back links or Content – but more on the blogging strategy.
People who usually subscribe to blogs are looking for some information that is engaging and useful. They want to take back ideas, thoughts, views and so on from an article. They might not be appreciative of a blog that is centered on sales.
So the obvious question is, if not for selling, why should retailers blog? I never said don’t sell, but don’t sell your products. Sell your credibility, information and create the perception of expertise. Now how can you do that?
For instance, say you are an apparel merchant and want to include blog marketing as a strategy. How can you go about it? First and foremost, do not try to push your products on the readers. Create posts that give information on the latest fashion trends or tips on how to take care of clothing, or styles for different body types and so on. You can even cover a few fashion weeks or give updates on celebrity fashion in your blog. Your reader base will definitely increase and may be they will convert into potential customers.
If you smartly include a few products now and then as season must-haves or the latest trend, people might be more willing to buy as they always like to buy from people who understand the market and its trends.
So, before you jump into the ABC of blogging, have a strategy in place. Only you can decide whether you want your blog to sound like a commercial soundbite or a relational and conversational tool.
4 comments:
Blogging is an important medium of communication.
It is also helpful in extending ecommerce based business.
bangladesh e-commerce training
The books Tribes and Crush It explain the community you can build with a great blog.
Blogging is also is the best way to promote your website and Products. For E-commerce Websites Blogging helps to promote your business much better.
I have to say that I was a bit surprised to read that, according to your statistics, out of the top 100 online retailers, 44 actually blog for commercial purposes. I liked your point that you should have a good strategy before you're going into the ABC of blogging, yet I do have to say that it could be great if you could provide us with your thoughts and tips about the the ABC of blogging - it would be much appreciated.
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