See, running a creative craft business involves more than the ability to find your perfect glue gun, as what you really need to do is find customers that are willing to part with their hard-earned cash in exchange for your creative output.
The key to this is being able to market yourself and tout your creative wares. Within this article, you’ll find a few ideas to help you start thinking about how to connect with your audience as well as the importance of the packaging and positioning of your brand.
A brand is something you have whether you like it or not. Some people don’t consider they have a brand, yet branding is merely the representation you put out there to the market about what it is you offer the world. Therefore, even people without a brand, have one. It’s just not polished and purposeful. Consider this; if you were to sell jewellery for instance, and you posted your jewellery in a brown envelope with a printed receipt of the purchase, and nothing else, this would create a very different feeling and impression than if you posted it in a beautiful box where they would find their necklace resting on a bed of fabric with a handwritten note thanking them for supporting your business.
It’s therefore important you consider how it is you want to come across to your customers. The majority of people that do well when selling their creative crafts build customer loyalty (i.e. repeat customers) by taking care of the finer details. This “brand experience” is what will differentiate you from the hundreds, if not thousands, of other people offering similar items. When you have a warm and congruent brand it leads to customer buy-in, yet, without getting out there in the first place, you can have the best brand in the world but nobody will know about it, as nobody knows about you. That is where the all-important step of getting yourself out there comes in.
Once upon a time, this was limited to craft fairs and the like. You would often invest a significant amount of money in acquiring a stall at a local craft fair and end up wasting most of your day sitting at a table with lots of browsers commenting on how nice your items were without many making a purchase. Thankfully, due to the shift toward e-commerce, those days are mostly behind us. You can leverage established platforms such as Etsy, eBay or Amazon to do the selling for you in an automated way that doesn’t require your time. Similarly, you can have your own website that serves the same purpose.
1. SET UP A WEBSITE OR PLATFORM FOR YOUR CREATIVE BUSINESS
You don’t need to necessarily build your own website, as there are a variety of platforms such as Etsy that will do all the hard work for you. Platforms like Etsy, eBay and Amazon not only provide a shop window for you tout your wares and promote your products, but a huge footfall in that they connect you with an audience who are searching for what it is you offer.
In particular, Amazon uses hyper-personalisation technology to show relevant items to people looking for a particular solution. The beauty with having an online marketing platform is that people are coming to you, of their own accord, rather than you having to go out and chase customers at craft fairs. It also frees your time to focus more on producing your creative crafts.
2. GET ON PINTEREST
Pinterest is a great way to highlight your creative crafts to the world, either through a sponsored post or simple photo that people click on to find out more. If you link the photo to the item within your online shop, there’s a good chance people will go on to purchase it.
3. LEVERAGE OTHERS
If you’ve ever been to a boutique hotel or restaurant and seen some quirky furniture, jewellery, or artwork with little price tags on, there’s a strong chance an enterprising creative has entered into a contra-deal with the hotel or restaurant to provide artwork for free, leveraging the platform as somewhat of a gallery.