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Blogs are still one of the best ways to drive traffic to your vintage e-commerce website. Read our intro guide on how to get started
Have you ever wondered how blogging can help increase sales and profits in your vintage shop?
Welcome to Vintage Shop Blogging 101!
In this article, we’ll cover why business blogging can give you a competitive advantage over other vintage shops. We’ll start you thinking about blog topics while ensuring you create original content your readers can’t wait to dive into.
Also, we’ll answer nagging questions, like how often you should blog.
Ready? Let’s begin!
Blogs should always be considered as part of your content marketing plan. So many vintage shop owners worry about branding themselves. Your blog helps to establish your message and your brand.
Moreover, a blog establishes you as an authority in your field. Who doesn’t want that? Even if you don’t consider yourself an expert, spending some time to create a well-researched blog will make you one.
A blog works around the clock for you. Gone are the days when the only way to buy was by entering a brick-and-mortar shop. Think of your blog as a salesperson that continually promotes your products day or night.
Adding links to your vintage storefront pages or e-commerce products within each post will keep traffic on your site and lead customers to where they can buy. (Tip: See how we sprinkled links to our own website throughout this page.)
First, tell everyone you know about your blog.
Searchers will find your website organically by typing a question or subject into a search bar. Including different keywords in each blog post can bring more traffic to your website.
When people visit your website, they are looking for valuable information. If your blog contains well-written, quality blog posts, it will attract them back to your website to learn about your next vintage topic.
Promoting each new blog post on your social media platforms and through your email marketing campaigns will encourage people to click and read.
Get ready to brainstorm. Write down your original thoughts. Stop yourself from editing before you have every thought collected. Then, take a good look at what is in front of you.
Now, circle what jumps out at you. Within each circle, expand on the idea.
Let’s say you own a vintage jewellery shop.
One topic that you have circled is silver. One of your blog posts could be How to identify vintage silver.
Other articles could focus on specific silversmith designers, depending on your merchandise mix. Think of original works like those by Danish silversmith Georg Jensen or more modern designs by German designer Thomas Sabo. Each one is a separate blog post.
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Another way to gather ideas is to read blog posts from your competitors. Which posts interest you the most? Which have the most comments from readers?
Read online and print magazines that cover all things vintage. Listen to podcasts and watch television shows even if they are not directly related to your industry. Inspiration can spark at any time! Record the idea in a notebook or on your phone when it does.
Tell your customers about your blog. Ask them what subjects they would like to see you cover. Additionally, keep track of any questions your customers ask. Then, write a blog post about each one.
Crafting original content means sharing your own experiences — not AI-generated ones. This helps you become a contributor of ideas. Write blog posts that offer an educational aspect. Readers love to learn.
Teach your readers how to find quality vintage wooden picture frames. Tell them about collecting vintage Chinese jade. Give them details on how to start a Depression glass collection. Share whatever it is you specialize in.
Do you have merchandise with a fascinating history?
For example, this could be jewellery from a starlet. Take classic Hollywood dancer and actress Ann Miller. You can see her in Easter Parade with Fred Astaire and Judy Garland. David Lynch also cast her as the apartment owner in his movie Mullholland Drive, wearing jewellery from her vast collection of silver and turquoise vintage Santa Fe artist works. Her jewellery has been in the marketplace! And you can write a blog all about this.
Do you have lingerie that Elizabeth Taylor once owned? Or maybe you have various pieces of silk lingerie collected from the 1920s. Write about it!
Vintage rings with inscriptions can also make for an intriguing blog post. Imagine what the inscriptions mean. Ask your readers to comment. Someone may be inspired to buy one of your vintage rings to celebrate an engagement.
Do you have a podcast? Turn the manuscript from the podcast into a blog post. Repurpose your hard work while delighting your readers.
Speaking of repurposing your podcasts, you can also repurpose your blog content. This can save you hours of time.
Here’s how: Take part of your blog post and turn it into an email with a link back to your blog post. Then, take smaller snippets from the blog post and post them to your social media platforms.
Several blog posts on a similar topic can be turned into an e-book for a lead magnet. Customers will be willing to exchange their email addresses for the book. Or maybe you would rather turn the e-book into a workbook and sell it on your website.
There isn’t a right or wrong answer here. First, you need to ask yourself some questions. Are you the one creating the blogs? Blogging may fall upon you as a solopreneur or a business owner with a part-time or small team. How much time can you dedicate to writing blogs each week? Be realistic.
Can you afford to hire a content marketing writer to help you build your blog? This service can be invaluable, freeing up time to focus on your business. Having a professional writer craft articles for you will elevate your brand.
Remember, the more posts you have, the more keywords your blog will rank for. This increases visitor traffic and sales. The initial investment will be worth it!
So, whether you write bi-monthly or bi-weekly posts, you must present high-quality posts. Additionally, consistency is key. Readers who begin to follow your blog will keep checking in to read it. If a month or two go by without a new post, then, unfortunately, readers will go elsewhere too.
Blogging for your vintage business can give you a competitive edge, build readership and increase customer loyalty.
Know what that ultimately leads to? Increased sales and profits.
If you don’t have a blog on your website, the time to start is now!
For more on blogging for your vintage shop, check out our article exclusive to Champions members, which covers how blogs work to drive traffic and ultimately sales, structuring your blog post and lists 11 formulas to make a great blog post, plus 40 topic ideas specific to resellers.
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Karen Barr is a freelance writer in Ottawa, Ont.
