Ashley Zeckman

4 Blogging Basics For Online Retailers

Ashley Zeckman     Blogging Strategy, Online Marketing

Blogging Online RetailRetail websites are flush with product information, specs, and images of items available for purchase.  However, it may be difficult to find a way to provide detailed and engaging content for customers visiting a website when they’re just looking to purchase.

Starting a company blog provides a good opportunity to attract new customers and engage current customers with content about your products and other topics that are of importance to them.  It doesn’t matter if the items being sold are car parts, clothing, electronics or furniture, there is an opportunity to help solve pain points and arm your customers with information that encourages engagement and purchasing decisions.

Showcase Merchandise & Industry Trends

Clothing: Showing apparel while still providing value to customers is easier than one might think.  Use a blog to keep customers up to date on the latest trends, or mix and match clothing options using featured products.  This may spark an idea in the customers mind and encourage them to purchase.

Technology:  The tech industry is constantly evolving and most Americans want to stay up to date, or ahead of the curve.  Your technology blog can prove to be a great resource for the latest electronics industry news and trends.  Also, if there are tips and tricks that can be provided to customers on how to best use your products or troubleshoot common issues, you will prove to be a valuable resource to them.

Involve The Online Community

The community of online customers and fans are priceless to building trust in your brand.  In fact, recent reports have found that 31% of surveyed consumers read an online review before making a purchase and 50 or more product reviews can mean a 4.6% increase in conversion rates.

Social Networks Can Augment A Blogging Strategy

Finding the right social networks for your brand can be tricky.  The company’s listed below are considered to be the top retailers on the big 5 social networks.  A review of what social media strategies are working for top brands can provide guidance and inspiration for your social media and blogging plan as well.

Provide An In-Store Experience Online

For online retailers that also have stores, the majority of revenue will be generated offline.  Why?  Customers like to see and touch the merchandise before making a purchasing decision or obtaining help from a sales associate if needed.  Online retailers can go so far as to create an in-store experience online.  Find a way to provide content for customers that makes them feel motivated to purchase.

Whether you’re just beginning blogging or are on the hunt for new tips to improve an existing content marketing strategy I hope that these tips put you on the way to providing new and innovative content to your customers.  In an online world filled with competition and quickly evolving best practices, it is essential that you arm yourself with the tools necessary to stand out from the online and real world competitors.  What type of blog content have you found to be most well received by customers?

Image via Shutterstock.

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Senior Director of Digital Strategy for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.


  1. Avatar Sarah Bauer says

    Retail bloggers have the opportunity to create compelling, unique narratives about their products, describing where the products come from, who makes them, how it came to be that the owner decided to sell certain products, etc. I’ve seen some awesome blogs from retailers of all kinds, like goat cheese farmers and jewellers, who bring their wares to life with remarkable stories!

    • Hi Sarah,

      Thanks for sharing. There are many many opportunities to create compelling content no matter what you sell. I appreciate your feedback. 🙂

  2. Avatar Jabbar Shekhawat says

    Nice Policy…

  3. Actually I;m in taught of starting a eCommerce blogm, I hope your tips will help me in coming months.

  4. It’s a nice read for anyone wanting to start an e-commerce blog. There are many ways you can make a compelling blog, I’d agree with you on it.