Businesses that are well-established and have substantial financial resources are able to afford marketing and advertising firms. On the other hand, small companies such as a jewelry-making business or a clothing line that originated in a bedroom or garage may not have the same resources for marketing. Nevertheless, businesses that sell handmade goods have numerous imaginative marketing possibilities available to them.
This guide provides suggestions for handmade businesses to effectively promote artisanal products that are highly esteemed by customers compared to mass-produced goods.
1. Build your own website
According to Jonathan Peacock, founder of Zibbet, having a website is essential for those who aspire to achieve success in selling their products online. He emphasizes the necessity of having a website that you personally own, rather than relying on a marketplace store such as Etsy, when promoting your brand on the internet.
According to Peacock, by directing traffic to a marketplace, you typically end up losing that traffic to a rival seller. Online marketplaces offer a plethora of choices for buyers. Even if they are redirected to your e-commerce store, they will be bombarded with recommendations for similar items from other sellers, displayed on the sidebar and the bottom of the page.
In addition, owning your own website provides increased control as well.
According to Mike Khorev, a growth leader at Nine Peaks Media, having your own website ensures that you have ownership of your online presence and eliminates the need to depend on third-party platforms like social media, which are subject to change. He points out that social media platforms have recently experienced a decrease in the organic reach and traffic they generate for businesses, necessitating an investment in paid ads. If you solely rely on social media at this stage, it is highly probable that you will lose traffic.
Having your own website and using third-party sites such as social media platforms or marketplaces are not mutually exclusive. Your website serves as your hub and home base.
When envisioning your website, consider it as a train station where visitors have the option to board departing trains, such as a link on your site directing them to an Etsy store, or they can opt to board arriving trains at the station, like an Instagram link in your bio that leads them to your site.
2. Explore new and unique selling avenues
If you think creatively about how you market your products, you can differentiate yourself from competitors and position yourself for ongoing success.
Peacock suggested that it is important for creative entrepreneurs to constantly search for innovative and distinct sales channels. Although he advised against directing traffic towards a marketplace, it doesn’t imply that a handmade business owner should not possess one.
The reason a marketplace store is not suitable for driving traffic is also the reason why it is valuable – potential customers view your products because you are a part of it. Good marketplaces have internal traffic and will provide more exposure for your products. Increased exposure results in more sales. Therefore, it is highly recommended to sell on platforms like Etsy and Amazon Handmade. You should take advantage of as many sales channels as you can handle.
Additionally, he advised that one should not hesitate to experiment with various marketing channels, such as social media, email marketing, blogging, and even SMS marketing, in order to determine the most effective strategy for their business. It is important to monitor the outcomes on each channel to identify where you are most successful in engaging your intended audience.
In terms of progression, social media is a constantly changing platform that exemplifies the desire to be innovative. In the past, companies predominantly focused on utilizing Facebook as a means of marketing.
Afterward, Instagram became the main target as sellers aimed to gather 10,000 followers for obtaining the “Swipe Up” capability in their business page’s story. Currently, sellers are exploring TikTok as a means to increase visibility and attract customers. Assess the platforms your customers utilize frequently and proceed to offer compelling content to captivate their attention.
3. Use a sales pipeline
Peacock explained that a sales pipeline can be likened to a funnel, serving as a method of monitoring the progress of customers towards a potential sale.
According to Flynn Zaiger, CEO of digital marketing agency Online Optimism, there are typically multiple stages that a customer goes through before making a purchase, so a sale doesn’t usually occur during the initial interaction. Over time, the customer moves from being aware of the product or service to considering it and eventually reaching a decision to make a purchase.
Peacock emphasized the importance of outlining the stages in the funnel and finding ways to assist the customer in advancing through each stage. Instead of immediately pursuing a sale in your marketing efforts, focus on providing value and establishing relationships as you guide them towards making a purchase.
4. Develop a proper marketing plan
Having a coherent marketing plan is essential for any successful business as it allows you to effectively reach potential customers and expand your business. It is important to remember that while the goal is to acquire more customers, you must carefully consider the methods and strategies you will employ to achieve this objective.
With your business endeavors occupying a significant portion of your time, ranging from production to maintaining client relations, it becomes essential to establish your marketing priorities and appropriately allocate resources based on an optimal timeline.
5. Facebook
Facebook is so large and influential that it cannot be ignored. Numerous sellers utilize Facebook to find customers and boost their Etsy business, sometimes even surpassing it.
One major drawback of Facebook is its limited customization options. When conducting sales on Facebook, the appearance remains heavily branded with Facebook’s design. The opportunities for personalizing your Facebook business page are fairly minimal.
Facebook has a massive user base of 1.93 billion Daily Active Users, so it’s highly likely that someone among them will be interested in what you have to offer. The key lies in connecting with each other, and fortunately, Facebook offers robust search tools and a sophisticated algorithm that aids in locating you more efficiently.
6. Instagram
The Instagram community’s fondness for captivating visual content makes it an essential marketing tool for numerous handmade sellers. The crucial aspect is capitalizing on this appeal to effectively utilize Instagram for marketing purposes.
Crafters such as handmadesoapway and Kyle Nouse upload top-notch pictures to exhibit their work and occasionally share Instagram Stories of their production process or glimpses of their daily activities to captivate viewers.
In order to encourage viewers to make a purchase, makers often include links to their Etsy stores or personal e-commerce sites in their Instagram profiles, as there is currently no functionality to list products or capture orders directly on the platform.
LinkTree is a well-liked choice that enables you to create a curated list of links to your store.
7. Tiktok
Tiktok has evolved beyond just dances and has attracted craft sellers as well. Surprisingly, Yanay, an 18-year old confectioner, has gained over a million likes by showcasing her mouthwatering treats through videos on the platform.
Firstly, there is The Pretty Potato, a Canadian creator who displays magnetic hanger earrings on her profile and also provides a 10% discount for those who discover her on TikTok. Additionally, there is Dusty Lumber, who openly claims to have an addiction to lumber and woodworking, and maintains a significant presence on both TikTok and YouTube.
In order to start gaining potential fans and customers, all you need is a phone camera, an internet connection, and a sense of style. Tiktok can also work for you.
8. Twitter
Even if you personally do not use this, there are many other people who do use it and some of them are likely interested in learning about your products.
When attempting to obtain a Twitter username, make an effort to choose one that closely resembles your business name. In the event that your desired name is unavailable, do not give up; instead, consider adding words such as “shop,” “handmade,” or “hq” at the end of the username to make it distinctive.
After creating your Twitter account, start by posting a few things regularly to develop the habit of updating. Keep in mind that not every tweet has to be incredibly thrilling; sometimes, the most captivating accounts are those that provide a glimpse into the company’s behind-the-scenes activities.
To attract customers who appreciate handmade items, it is always appealing to showcase your enthusiasm for your work through sharing images of your workshop, materials, and ongoing projects.
Step-by-step thinking involves finding individuals in the same field to follow, consistently monitoring their posts to gain insights into new tweets. Utilize this opportunity to network and seek clarification, as doing so enhances the appearance of activity on your account.
To ensure that your customers remember you and have the opportunity to make repeat purchases, include your Twitter account on your business cards, invoices, and packaging. This way, whenever they come across your tweets, they will be reminded of your brand.
9. Facebook Business Pages
Facebook Pages is a fantastic feature provided by Facebook for businesses. It allows you to have a distinct space on Facebook, independent from your personal account, where you can effectively market your business.
Just like with Twitter, it is advisable to post as much information as possible on your products and ongoing work. Furthermore, Facebook pages provide various intriguing features such as polls, which can be utilized to inquire your fanbase. This can prove helpful when determining new product lines to introduce.
10. Pinterest
Even if you don’t personally use it, it’s still beneficial to create an account for your business and occasionally post your products here. Taking a few moments to “pin” your products can be worthwhile, even if you only generate a small number of sales from this opportunity.
11. Facebook Ads
Facebook Ads is a great place to start if you are willing to spend some money to promote your business. It enables you to target specific interests and demographics, allowing you to narrow down your ideal customer base.
You have the option to set a daily maximum expense, which allows for easy budget management. Additionally, you can try using the $5 “Boost Post” feature to attract potential customers.
12. Influencers / Bloggers
In a systematic manner, locate bloggers and influencers who specialize in writing about the products similar to yours and inform them about your product. If your product is distinctive and captivating, they might choose to feature it in their blogs, providing you with complimentary advertising.
The success of this marketing strategy relies on the amount of traffic each blog receives. However, it can be a highly effective approach to use. Expect some bloggers to ask for samples of your work, or complimentary products in return for featuring your brand.
Side notes
If you are not comfortable with technology, you don’t have to immediately acquire every marketing technique and tool mentioned above, even though we said earlier that these handmade promotional tools are essential.
Start by prioritizing the tasks that address the most pressing need, such as finding a secure online site for your store or attracting more customers. Only after addressing these tasks should you begin to explore other tools.
