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5 Tips for Integrating Ecommerce into Your Blog Content

June 8th, 2010 :: Thursday Bram

A blog can be an effective way to sell products if you have an ecommerce store. You can provide readers with a reason to look at your products week after week, as well as convince them that your product is exactly the tool that they need. But promoting products through a blog must be handled carefully: if your blog is nothing but posts about how great your product is, not only won’t you make any sales, but it’s likely that you won’t have any readers, either. These tips will help you integrate your ecommerce efforts into your blog without scaring off your customers.

  1. Provide tutorials for your products: If you can show your prospective customers how to use your product to its fullest potential, along with some of the great results they can expect, you can avoid your posts looking like just another product example. Taking tutorials a step beyond and bringing in past customers to talk about their experiences using your products can provide social proof that your products are particularly useful.
  2. Write about specific problems: Your prospective customers have specific problems that your products (hopefully) will solve. Those problems can provide extensive topics for blog posts. You can write about how those problems can occur, the right mindset with which to tackle them and other information your audience will find useful. Then, at the end of such posts, you can give a quick mention tying in your products.
  3. Review relevant products: Go beyond your own products and discuss those tools and services that work will with what you’re offering. If, for instance, you’re selling pianos, you could review piano tuners, piano movers, piano teachers, sheet music and much more. You can also review the competition, but that can be a tricky proposition — you don’t want to look like your bashing the other guys, but you also don’t want your customers to think that the competition is actually better.
  4. Discuss the process behind the product: If you have a story about how you came to be in business, tell it to your customers. Put up profiles of the people involved in your company. Explain how you operate. Your customers want to know about what goes on behind the scenes — why you do the things you do. Give them that information and they’ll quickly come to feel like they know you.
  5. Explain problems: It’s a rare business where everything goes right every day. If something goes wrong, though, you shouldn’t try to ignore it. Instead, bring it out in the open on your blog and explain how you’re resolving the issue. You can actually come out ahead with a problem, provided that you can show your prospective clients that you take their concerns seriously and are willing to move heaven and earth to make sure that they’re happy.

There are plenty of other ways to discuss your products on a blog without overwhelming your readers, but these five approaches will offer plenty of variety in your posts, no matter what you’re selling online.

Image by Flickr user inju

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