Blogs – you may wonder what the point is. After all, is anybody really listening? Well, yes they are. What’s more, there is an audience out there for you. If you approach blogging in the correct way, you are actually building a brand for your eCommerce business. Major companies spend millions on branding activities through web development agencies every year to maintain their profile in the marketplace. They must know what they’re doing, right? Actually, they’re just doing what you can do – only on a larger scale.

Here are a few ways in which blogging can shape your brand and why it’s a good idea to make provision for one in your eCommerce web site design:

1. Impress them with your personality

Ideally, when people think of a product or service, you want them to think of your company. But in such a crowded marketplace, this is very difficult to achieve. However, blogs enable you to ‘tell the story’ of your brand over and over again – encouraging customers to become both familiar and comfortable with it. It puts a human face on the brand. A blog is like an ongoing tour with a guide you get to know.

2. Chat them up

Just like in the real world, you get to know people better by talking to them. More importantly, they’ll get to know you. They might start to like you and, hopefully begin to look upon your brand as a thing they can trust. Blogging is about engaging in conversation. It facilitates a dialogue with the consumer.

3. The only thing worse than being talked about is not being talked about

Oscar Wilde knew nothing of blogging, but he was right. The best form of marketing is word-of-mouth – because people trust somebody they know. The trick is to make sure they say positive things about your eCommerce business. Not only will consumers talk to you via your blog, they will also talk to one another. In some cases, it can spread rapidly and you have the phenomenon that is known as ‘going viral’.

4. Charm the pants off them

If you share, it shows you care. Make a connection with your audience and establish deeper relationships. Just be yourself and talk about what you know – your expertise and experience – whilst injecting some personality into the mix. You don’t have to be Shakespeare – just a little honesty will demonstrate that you care about what your company does. By association, you care about your customers too.

5. Have them introduce you to their friends

All of this advice also applies to social networks like the ubiquitous Facebook and LinkedIn. These sites allow people to get together over a given topic or issue of shared interest. In an ideal world, you’d like that topic to be your brand.  So your blog can serve as a social media HQ from which the content can be distributed to these networks.

Build a community around your brand by adding a peer-to-peer layer using tools such as message boards, customer ratings and reviews, user groups and profiles. Talk to a professional web design company like iWeb for expert advice on how this can be achieved.

6. Become long-term partners

The marketing business has changed forever with the advent of e-commerce. Brands aren’t creating by self-styled “branding experts”, but by the audience itself. It’s now more of an organic process as your brand takes shape from interactive market conversations among consumers. Smart companies will embrace this new reality and become partners with their customers. Talk to each other and you can build a relationship that lasts.