Smart Marketing Strategies for Handmade Businesses

Businesses with significant funding and high revenue can hire advertising and marketing firms. However, these companies, such as a jewellery-making company that was started in a garage or a clothing business established in someone’s home, don’t always have the resources to market in the same way. There are many ways to grow your business, even if you only sell handmade products.

Business News Daily spoke to small-business experts and marketing professionals about their top marketing tips for handmade goods businesses.

Create your website.

Jonathan Peacock, Zibbet founder, said, “Anyone who wants to be successful selling their products online has to have a website.” You need somewhere to promote your brand online. This website must be your own and not an Etsy marketplace.

Peacock stated that if you drive traffic to a market place, almost all of that traffic is lost to a competitor seller. There are so many options available on marketplaces that buyers can’t choose from. Even if the items are sent to you via a marketplace platform, the sidebar and bottom sections of the page offer suggestions for similar items from other sellers.

You also have more control over your website. Mike Khorev from Nine Peaks Media, growth leader, said that a website is your property and that you can control it. “Social media platforms have seen a decrease in organic reach/traffic that they drive to businesses in recent years, so you’ll need to invest more in paid ads. You will lose traffic if you rely on social media only at this stage.

Find new ways to sell your products.

You can stand out from the crowd by thinking outside the box when it comes to selling your products. This will help you set yourself up for success in the future.

Maple Holistics’ marketing manager Nate Masterson said, “Getting creative with selling avenues can help you discover completely untapped markets, increasing your company’s potential exponentially.”

Peacock said that creative entrepreneurs should be constantly looking for new sales channels. Peacock’s recommendation not to drive traffic to a market does not mean that a handmade business owner should not have one.

“A marketplace store is not suitable for driving traffic to. It’s just as valuable because potential customers are seeing your products simply by being apart. Marketplaces with good internal traffic will expose your products to more people. Increased exposure means more sales. It would help if you sold on Etsy. Absolutely. Amazon Handmade? Yes. Peacock advised that you should sell through as many channels as possible.

He advised that you don’t be afraid to try different marketing channels such as email marketing, social media, and blogging to determine what works best for your business. To measure the effectiveness of each selling channel, you should focus on it one at a.

Use a sales pipeline.

A sales funnel is a method of tracking where your customer is at each stage leading to a sale. Peacock described it as a funnel. It is not always possible to sell a product in one interaction. Customers go through several stages before making a purchase decision. Flynn Zaiger, CEO of Online Optimism, a digital marketing agency, says that the funnel typically goes through awareness, consideration, and finally a purchase decision.

It’s worth mapping out the stages of the funnel and how to help customers move through each one. Marketing doesn’t mean you have to sell immediately. Peacock stated that you should first seek to add value and establish relationships before moving them along your funnel towards a sale.

Marketing handmade goods is an experience that is unique and very different from marketing mass-produced products.

Handmade products tell the whole story, while mass-produced products don’t. Mata Traders’ sales and outreach director Joint Bookheim said that handmade products have a transparency that customers should be aware of.

Do not follow mass-produced product marketing.

Although handmade and mass-produced products may be sold on the same platforms, they will target different customers, so the marketing strategies for each product will differ.

Zaiger stated, “I love it when handmade businesses showcase their products after they have been purchased, in customer’s homes and care.” “Mass-produced products often look the same so their advertising strategies end at the point where they sell, but handcrafted products are likely to be purchased because of their unique style in the home or wardrobe of a customer, so make sure you follow up with them.”

Zaiger stated that post-purchase content looks great in social media posts and blog posts. It also makes customers feel special which increases their likelihood of returning to your store for their next purchase.

It all comes down to realizing that handcrafted products and artisans have unique skills that others admire and support.

Bookheim advised that you should not be afraid to promote your brand. Bookheim suggested that even though you make your products at home, it doesn’t mean that you can’t take photos of them as if they were the most popular items on the market. And just because you only produce 50 per month doesn’t mean that you shouldn’t be able to pitch customers who are willing to pay ten times the amount. You don’t have to step outside your comfort zone. Instead, be bold and take the first step.

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