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Latest Issue: May/June 18

Top reasons to add a blog to your Shopify site

Shopify makes it easy to set up an online store but even once you are up and running you have one key hurdle to overcome - getting customers to find you and buy from you.

There are numerous ecommerce businesses all vying for people’s attention, so you need to use several different tactics to attract customers. Although you can advertise on networks like Google, or on social media, you can’t rely on this alone because the costs are likely to eat into your profits.

This is where blogging comes in. Blogs are often underestimated and yet they are a brilliant way of marketing your business. Marketing Manager Susanna Kemp from Khaos Cloud, an ERP platform that integrates with Shopify, explains some ways blogging can help your ecommerce business.

Get discovered

Search engines are the gateway to your business online. You therefore want people who type in search terms relevant to your business to be led to you.

Blogging can help you increase your visibility on search engine results pages and draw traffic to your site. That’s why blogs are still a key part of search engine optimisation strategies today. To use blogs for SEO, write about topics based on the search queries your potential customers have that are relevant to your business. If your blog has valuable content, it will start to attract links from reputable sites, so your rankings in search engines will improve. By producing engaging content, you’ll also attract social media shares and gain further exposure online.

Build brand affinity

Building brand affinity is not easy but it is worth the effort because it will help grow your base of loyal customers. A good blogging strategy can help boost brand affinity if you home in on the topics your customers care about. Aim to write about topics that resonate with your customers so they are more likely to remember your brand.

Blogging is also a good opportunity to show your personality, as long as you do it in a way that will appeal to your customers. For example, humour might work for some brands but for others it may not be appropriate. One of the advantages of blogging is that it allows you to address your customers directly. It puts you in charge of what is said about your brand. You can therefore use blogging to build a strong brand image by telling your story.

Send trust signals

When people buy from you online, they don’t have the benefit of a face to face meeting to help them decide whether or not to trust you. Therefore they’ll look for trust signals on your website instead. You can use blogging to show that you are credible by showcasing your expertise. Your blog should include informative posts related to your niche. Given the scepticism people sometimes have towards adverts, blogs are a good way of offering genuinely useful information that’s not overtly sales-oriented, which can be a turn off.

Drive more sales

When people are looking to buy something online, they often go through a number of stages that involve finding information about what they want to buy. If you can help answer queries they have about your products they are more likely to decide to buy from you rather than a competitor.

According to the research, consumers are 131 per cent more likely to buy from a brand immediately after reading early-stage, educational content. You can also drive additional sales by consistently producing content that helps people get the most out of your products, so they return to you for future purchases. How-to guides for example will give people a reason to return to your site after buying from you.

How to get started

Before you start blogging, you need to take the time to do some background research to inform your strategy. Most importantly, you need to make sure you know your target audience well. Find out what they care about, what they worry about, what their frustrations are and how they behave online, then you can work out how you can cater for them. Talking to real customers is the best way to do this. Also, do some competitor analysis so you can work out what you can offer that customers are not already getting elsewhere.


Once you have a solid strategy in place, aim to update your blog consistently and over time it will become a useful and cost effective way of marketing your business.

by Susanna Kemp, Marketing Manager, Khaos Cloud