Writing a blog post, which captures people’s attention, and wants to read means you can’t be posting anything willy-nilly. There needs to be a structure and reason. The downfall I see many business owners making is ‘creating’ blog posts but really writing a long-form catalogue-esque description of a product. No one is going to read a long ass sales page when its supposed to be a blog post. People come to blog posts for education, entertainment, or research. I’ve compiled tips on how to write a blog post for your retail business that your audience is going to want to read!
Would I read this?
Before you post on a blog, you need to honestly ask yourself, ‘Would I want to read this if I was my customer? Is it helpful or entertaining?’ If the answer is no, then throw it in the bin. Creating content which no one is going to read is a big time waster. Make sure it’s worth both your while and your customer’s while. In the beginning, learning how to research blog posts, learning about your customer and consistently writing may be a little daunting but you’ll soon get into the habit.
Let’s start with some expectations, the cold hard truth. You’re not going to write a blog post and have 500,000 page views instantly. Don’t be put off or hard done by if your blog posts at first only get a few views. This is something that develops over time. The phrase, this is a marathon and not a sprint works well here. The more you write consistently, the more people are going to see your content, and if it’s good, they’re going to come back for more (and maybe bring their friends too).
Listen to your audience
Like I mentioned in the intro, you want to write content that is interesting to your audience. Find out their struggles, questions, and milestones around your topic and write blog posts that answer them. An example, Beginning Boutique sells fashion clothing and found out that their customers want help with outfits to stay cool in the heat and glam at the same time. They wrote a blog post called ‘Outfits To Beat The Heat This Summer’. Here the brand explains and educates their audience whilst promoting their products subtly.
You can find out more about what your audience is saying through Facebook Groups, Facebook competitor pages, Quora, in your own blog comments section, or talking to your customers.
Websites like Buzzsumo and even Google show what most people are searching for around your topic. Type into Google Search a question and see what Google suggests. Here I have typed ‘What to wear in the gym’ and in the Google search suggestion appeared ‘What shoes to wear in the gym’. If I was a shop that stocked gym shoes or trainers I would write a blog post with that title – explaining about gym appropriate shoes, why they’re important, what you need to know about gym shoes, plus awesome gym footwear (the products you supply). Don’t forget to insert links to the product page for each of the shoes. People can go directly from blog post to shoe product to purchase.
Another great website is Buzzsumo. Here I typed into Buzzsumo ‘Capsule wardrobe’ as a potential blog post idea for a boutique. Buzzsumo has listed the top websites with ‘capsule wardrobe’ in the title, alongside their engagement analytics. From this, I can find out and understand what website titles are getting the most attention and what content people are loving the most to feed into my own blog.
Don’t go for the hard sell
Don’t go for the hard sell. You may not even realise it because you’re so attuned to listing off the features of a product like the back of your hand. Selling on the internet is very different. And with blog posts, go even softer. You can write about your products but in a creative way. Definitely, explain the benefits and features of the product. Think benefits and features are the same thing? *Shakes head left to right* Nope. Features are the details of the product – example: This handbag is made of Italian leather so it’s long lasting and tough. The benefit of the handbag might be that it can still look good after spillages and scruffs if you’re a new mummy with a toddler that’s unpredictable. See how much more relatable that is?
Your audience’s lifestyle and interests
Don’t be scared to write blog posts not directly talking about products. When you understand your audience’s lifestyle you can create blog posts they want to read for fun. Anthropologie, a well-known store selling women’s clothing, homeware, accessories, and beauty products talks about music, inspiration, and travel on their blog as they understand that this is what their customer enjoys.
Have you ever been in the situation where you missed out on a great opportunity to write about your products and wanted to kick your own butt? I know I have. A retail promotional calendar is what you desperately need! This is where you outline on a calendar all of the holidays and upcoming promotions or news you have and plan content ahead of time. It makes life so much easier, it’s a relief. When you have a retail promotional calendar, you can start developing blog posts and timing them when they are most effective. For example, Bernard Boutique wrote a blog post in May, at the beginning of wedding season about ‘What To Wear To A Spring Wedding’. The blog post included full outfit ideas to help customers. These products were stocked by Bernard Boutique making life easier for the customer to purchase and know that they’re new outfit is going to be great!
I’ve written a tutorial on how to create a retail promotional calendar which is worth a read and you can grab my free promotional calendar to download.
I hope you’ve enjoyed reading this blog post! Give me suggestions in the comments section for what I should write about next to help you with your fashion boutique or brand.