Blog

This is a guest post from Rebecca George. Rebecca is a writer, maker and teacher. She also has a degree in Fashion Design and Marketing from the American Intercontinental University in London, England. Her line of  super-fun jewelry and accessories is called Purple and Lime.

Many specialty retail shops are now writing blogs to bring in new customers and press.  Coming up with fresh blog content can be daunting at first, but it doesn’t have to be!  Let’s simplify this with these six PR-boosting prompts, all designed to take your shop to a new interactive (and profitable) level.

1.  Promote an Event

Create a buzz for an upcoming event at your shop.  The post might even get picked up by other blogs and websites, increasing traffic to your blog and brick-and-mortar location!  Include photos of past store events, and emphasize the address, date and time, and any other important details.  Events types vary, but may include: opening parties, trunk shows, anniversary celebrations, and new product or line launches. 

2.  Announce a Sale

Use your blog as a platform to announce a store sale.  Make your sale so appealing that blog visitors will want to get that great deal!  Try to think beyond the typical spring sale or BOGO offer to create buzz-worthy PR for your retail store.  

3.  Run a Contest or Giveaway

Lots of blogs offer giveaways and contests.  Prizes can be an item from the store, a discount, or gift certificate.  Lay out all of the terms and conditions very clearly to avoid any disappointed participants.  Blog competitions attract readers from all over the world, so if you’re mailing the prize keep it small and easy to send to the winner.  

Get creative with your giveaway or contest!  For example: Replica Chicago held a contest to guess their cat’s weight--the prize was a gift certificate to the store.  It was one of their most successful competitions yet, gaining lots of PR for their retail location. 

4.  Ask a Question

Engage blog visitors with a “call to action” in the form of a question.  Everyone wants their opinion heard, and as a retail store owner this can provide a valuable source of data.  Sometimes just a simple comparison photo that asks “which color do you prefer?” or “which would you choose?” will get a huge response.  Be sure to check the replies and comments often and respond!

5.  Show off New Arrivals

Your goal as a store owner is to increase product sales, so promote new arrivals and fresh brands for your readers.  Smartphone photos are one easy way to post to your blog.  Shoppers love being the “first” to own a brand-new piece and just might flock to your retail location to score that amazing must-have item.  

Creating seasonal or holiday “gift guides” is another way to market new products.  Always note the designers so customers know what to ask for when they stop by.  Including the price is optional--just keep in mind that adjusting the price may be more difficult after you post it publicly.

What other ways have you used blogging to create PR for your retail store?

A Cincinnati native, Rebecca George studied Art History & Geology at the University of Michigan. From there, she earned a degree in Fashion Design and Marketing from the American Intercontinental University in London, England.  Her brand Purple and Lime is a line of super-fun jewelry, and accessories based in Chicago. She has been successfully selling her line on Etsy and in shops for three years, as well as teaching others about handmade selling through classes and blog writing.

Image via mkhmarketing.

• JenWallace's blog