As a fashion brand, should you create and distribute blog content? The answer is YES and below I share my suggestions as to why and how.
But first, let’s tackle the question of WHAT IS A BLOG?
A blog is your company’s personal online journal that allows you to talk about any particular subject you’d like to share with your audience. Therefore, it’s a form of content marketing and content marketing, as we know, is all about creating valuable, relevant, and consistent content to your clearly defined audience, with the intent to drive sales.
What that means is, blogging is used by businesses to market their products and services. In your case, it’s to promote your fashion merchandise. Here are other REASONS WHY FASHION BRANDS SHOULD BLOG.
For example, if you owned a men’s suit store, you can write articles on suit upkeep, advice on choosing cuts, tips on suit shopping – all this content provides the customer information on how to best take care of and shop for suits. So, when the customer is ready to buy a suit, where do you think he’ll go?
When you create content that is relevant to what you sell and what your customers look for online, you generate the RIGHT traffic to your blog post. Why is it the right traffic? Because you’re getting people who are actually interested in what you’re selling and talking about to read your blog post, which is a part of your website!
Getting the right people as oppose to random individuals, heightens the likelihood of sales transactions per visit to occur. How? Lets say 10 people who were looking for advice on what shoes to wear with linen suits lands on a blog post you wrote about this very same topic. Then, they see a picture of a pair of shoes they actually like on the same blog post. How likely are those men to become actual customers by buying that shoe? Pretty likely, right! Imagine if that’s how you acquired a significant amount of your traffic – that would increase your potential customer count and your sales conversion rate per visitor.
Because blogging directs more traffic to your site, it also increases the number of people who buy your merchandise. As a result, sales transactions multiply.
Blogging gives you the opportunity to share your knowledge about your business. Aside from just being known as a men’s suit store, you’ll also be known as a men’s suit stylist or expert. This will then drive more people to your site because they not only trust your product, but also your expert opinion.
Once a blog post is published, it has the potential to keep driving traffic forever. In fact, 50% of my traffic is driven by older blog posts. See how I’m still getting the benefits? As long as you create good content, it will continue to do its job of bringing visitors to your site.
If that’s not a good reason, I don’t know what is.
Figure out what content topics you’ll write about. Again, it must be related to what you sell and what your customers are seeking information about. For example, if your fashion brand sells women’s shoes, then your blog topics can consist of, “The right heel for any occasion” or “The perfect shoe for a knee length dress”. See how those topics provide the kind of information a shoe customer would look for, while at the same time gives the brand a chance to promote the shoes it sells?
This will dictate how many blog posts to write and when to publish them.
If you want to learn more about blogging and other content marketing strategies that can help with increasing sales and growing your fashion brand, come to our upcoming crash course on How To Start + Grow A Fashion Brand That Sells! It’s available online and in-person.