Promoting your crafting or maker business is often all about growing the lifestyle around your brand, and the online experience gives you some really exciting ways to do this. It’s a combination of helping people find you, getting to their website, and making them want it enough to buy your products, especially over the mass produced items at the big box stores.
My recommendation for the maker specific business type is to implement the following on your website:
You should also make sure you take photos and video of the following:
When you take photos, not only show your product, but also show it paired with other elements that show off the lifestyle. If it’s a print, frame it and hang it on the wall above a dresser with a plant, or something like that. If you sell earrings, show them in a jewellery box or a makeup table with other items which align with your price point and add the aspirational part of your items.
You can also run small giveaways for those who post online, so you can encourage people to do this on a regular basis, and they will take their own photos. One way to make sure people take great photos is to have great photos yourself that they can get ideas from.
For best search engine optimisation, you should also do the following:
The platforms you use will always change dependant on who your target market is, but chances are Instagram and Pinterest should be big for you, and you can be set up on Facebook to have a presence.
You can also run a Facebook group, or a community on a platform such as Mighty Networks, to grow a group of people around you, either who share their love of something that intersects with your product, or just to find out about what you have to offer and when. The key is to keep the content engaging, share things you don’t share elsewhere and
This is where you can show off your products to the right types of people, based on gender, age and interests. You’ll want to get people to your website, and then you can create a reminder type series, where you show off your products until they buy, or they ultimately lapse.
You can show up in front of people in your area, who are the right age for your style with a reach ad and go from there, dependant on how your conversion rate goes.
If there’s enough people searching for your products within specific locations you can try running search ads to get in front of people.
You can specifically use the shopping ads, which include a price and an image, and show above the text based ads.
If search is good, the cost per click, if you can then convert people to a sale can be very worth it.
If you can send your products to or collaborate with influencers, this will give you some additional exposure. You may not have to pay for the exposure, if they want the product, or you create a piece together and they receive a cut of the sales, but often this type of marketing does still have a cost.
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Promoting your crafting or maker business is often all about growing the lifestyle around your brand, and the online experience gives you some really exciting ways to do this.
You’ll likely need to pay to play in this arena, only because the best email marketing softwares are paid. My personal favourite, especially for maker businesses is Flodesk. Their templates and platform make it super easy to set up. They don’t yet integrate with many platforms at the click of a button but you are able to embed the forms on your website, or link to a landing page if you don’t have a website yet.
You’ll set this up on your website, so people opt in for some sort of lead magnet, this might be a discount, a styling guide, and care manual or something like that, which they will be willing to share their email to receive for free. Then so that they stay subscribed and start to grow more of an appreciation for you business, you should continue to share content with them, behind the scenes, announcements or helpful content, plus let them know when and how they can get your products on a regular basis, for example, promoting a market you’ll be at soon.
Disclaimer: This blog post is a small guide to some platforms this business type could use to expand their marketing. It is not a marketing plan or marketing strategy and is not tailored completely for your business. If you are looking for a marketing strategy, let’s chat.