*Disclosure* The Craft Booth does participate in affiliate programs. When you make a purchase via my site, I do earn a small commission. Rest assured however that I would never recommend a product or service that I haven't or wouldn't personally use. You can view our full policies here.
With nearly 3.5 billion users worldwide, social media is one of the most powerful marketing channels there is. Therefore, if you’re searching for ways to market your craft business, social marketing is a great place to start. You don’t need a massive marketing budget, fancy tools or advanced technical knowledge, but effective social media marketing can be tricky, nonetheless. If you’re wondering how to get started building a social following for your business, take a peek at the following tips and learn how to use social media to market your craft business successfully.
Choose the Right Platforms
With the plethora of social media channels that are now available, choosing the right ones for your business can be confusing and overwhelming. How can you possibly know where to start? First, don’t dive in too quickly. When you’re just starting out, you might be tempted to jump in with both feet, joining every social platform you can register your username on. However, don’t make that mistake. Attempting too much too quickly will lead to rapid overwhelm, inconsistent scheduling and ultimately, inability to build a loyal following. When you begin marketing your craft business on social media, it is important to start slow.
First, define your market. What is your demographic? What platform is your audience most likely to use? Do your research to find where your potential customers are most likely to see your products and engage with your postings. Then pick a platform, and use it to market your product. Only after you’ve mastered effective marketing on your first social media account should you try another one.
Responding to Customers
Social media marketing is just that — social. You can’t expect to build a raving, loyal fan base if you never actually talk to your customers. You also can’t hope to build faith in your business’s customer service if you don’t respond to your customers’ inquiries and concerns. But be warned: even the tiniest misstep on social media can quickly become overamplified. It’s important to respond to both negative and positive customer feedback with tact and grace. To master the art of customer response:
- Always respond to inquiries and concerns within 24 hours.
- Use private messaging to address sensitive issues.
- Clearly outline company policies. Be transparent and stick to your values.
- Be consistent in your responses. Don’t make exceptions for one customer and not another.
- Use negative feedback to your advantage by responding swiftly with professionalism and understanding. Ignoring negative feedback can generate distrust in your brand.
Keep in mind that as your business grows, so will customer inquiries and feedback. Sometimes there’s more to respond to than one person can deal with, so adding an additional administrator might be worth considering.
If you really want to drive traffic to your brand, influencer marketing is a great way to do it. Start by finding influencers in your niche that have amassed at least a few thousand followers. Don’t make the mistake of selecting accounts that are too massive as your post will likely get lost in the feed. Additionally, very large accounts command very high payouts, and if you’re just starting out, you won’t have that kind of advertising budget yet.
Connect with your chosen influencers via private message, and inquire whether he or she might be interested in representing your brand. If that influencer agrees, you’ll get your product in front of thousands of fresh eyes who are eager to follow their idol’s recommendations. Since influencers have established a rapport with their audiences, those followers have developed a trust relationship, which is critical for product loyalty.
Use Scheduling Tools
When it comes to building brand loyalty, consistency is key. With the seemingly constant updates to social media algorithms, the best way to ensure your brand gets in front of the right eyeballs is to post consistently. If you know you’re going to have trouble remembering to post daily content, scheduling tools might be your new best friend.
Social media scheduling tools allow you to compose multiple posts when you have the time and schedule them for specific posting times. If you know you want to post on Tuesdays at 4 p.m., you can set up your tool to make that happen. Set aside some time each week to plan out your strategy, and then let your postings fly on autopilot.
Share Quality Content
Since so many brands are highly visible on social media, consumers can sniff out a dud in seconds. Posting quality, engaging and informative content helps you connect with your audience and communicates your passion for what you do. It’s easy to spot a disengaged or otherwise apathetic business through language and depth of content.
If you make sure to always post quality content that delivers real value to your audience, you’ll amass an adoring following that’s eager to devour your content, not to mention your products.
Do you know another business owner in your niche with whom you can relate? Are you a longtime follower of accounts similar to yours? If so, consider teaming up with other company owners to promote each other’s crafts. Much like influencer marketing, promoting similar businesses helps get your products in front of fresh, new eyes. And because those eyes are already following accounts similar to yours, they’re warm prospects. Try contacting similar accounts, and offering to promote their products in exchange for a shout-out to your page. Once you establish your business, giveaways are another great way to team up while encouraging increased audience engagement.
Social media is an incredible marketing outlet — if you do it correctly. With a low barrier to entry, relatively cheap advertising costs and billions of users, social marketing can help drive tremendous growth in your fledgling company. Social success requires unrelenting consistency, a customer-centric approach and conscious community building. However, once you get the hang of it, the sky is truly the limit for your business.
If you liked this article, check out “How to Advertise a Craft Fair”.