The easiest way to help small businesses go digital is by starting a well-written and compiled blog. Most customers nowadays rely on the internet to get genuine information about a product or a service they want to purchase. There are platforms like Yelp that provide reviews and ratings with customers sharing their experiences with the product. Potential customers use these references to shape their purchasing behavior and to help them decide whether to purchase that one thing they’ve been wanting to buy.

What if, along with all the reviews of your brand, your customers also had access to a plethora of information about your product on a website with content carefully curated by its marketers? You would be highlighting the very best features of your product and all other important information with 100% transparency. You could place this blog page on an already existing website if you have one and add it right next to the purchasing page, to make it easy for customers to be able to research and buy your product, all under the same “roof”. Here are 5 things you should keep in mind before ghost blogging to promote your small business:

Understand why you want a ghostwriter

It can be a little expensive to hire a full-time writer to research and write these blogs for you. The best option, to begin with, is to hire professional ghostwriters who have experience in writing articles for small businesses. Ghostwriters do a lot of freelancing, this means that they probably very likely have the experience in helping a start-up business like yours create marketing content. They also likely are aware of SEO marketing and other important tools one must know to create interesting and educative blogs that customers will read.

Be aware of who your targeted audience is

No matter what industry your business belongs to, it is important to create detailed user personas that you can use to create an outline of your ideal customers. This way, your ghostwriter will know what exactly they need to write to convert a casual website visitor into a paying customer. Understanding who your customer is takes you closer to getting a new sale, as you will now be able to develop your marketing material and appeal to them. Make your blog as relatable and educative as possible. The aim of any effective marketing material is to convert engagements to tangible results, i.e., sales.

Determine the type of content you want to put out

Within blogging, there is a variety of different content you may want to publish on the company’s website. This depends on a few factors, like the type of business you’re in, the kind of writer you have and their experience, the style of advertising and marketing you want to employ. Another important factor that influences the type of content is whether you want it to be detailed and educative, or casual and easy to read. Defining the style of blogs in advance will make sure it remains consistent and seems credible to readers. It is also crucial to know whether you want to experiment and create unique content or follow what other companies are doing.

Decide what platforms to use

Most e-commerce businesses, especially those that are starting from the ground up with a small budget set aside for digital marketing, rely on their existing website to ghostwrite articles. However, there are different platforms you can use to create a blog that is easy to navigate. Some of the most commonly used ones are Wix, WordPress, Blogger, and Ghost.

Hire experienced and skilled writers

Now that you have established why you need a ghostwriter for your e-commerce business’ blog, who your target audience is, the type of content you want, and the platform to use, it’s time to start hiring! This is an unsaid rule, but you must keep in mind that the writer you hire is most likely going to stay with your company for a long time. It is easier to train someone at the beginning of their job and for them to grow with their experience in the company. Not every good writer may have the experience you are looking for, but if they are talented and good at learning new things, you can consider them. They must be good at conducting research, compiling data into readable writing, and communicating effectively.

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Ghost blogging can be a new and scary experience for young business leaders. However, you need to understand that it is just another innovative way to put your company out there! Follow the basic rules and you’re guaranteed to find solutions for your marketing needs.