As a handmade business owner, the quest to increase revenue and enhance brand recognition is often at the forefront of your mind. You’re not alone — many entrepreneurs wrestle with these challenges daily. In this article, we’ll explore how you can tackle both issues head-on and pave the way for sustainable growth in your handmade business.
The Relationship Between Brand Awareness and Sales
How to make more money is the number one question I get from small business owners. The number two question is how to increase my brand awareness. These two problems go hand in hand because without a consistent audience with eyes on your products or services and consistent traffic to your channels for distribution, it’s nearly impossible to make more money. You need both to achieve the two most asked questions from business owners.
I will discuss how you can increase brand awareness by implementing strategies that will bring more exposure and sales to your business.
One of the biggest mistakes I see handmade business owners make is relying too much on their website or one source to sell their products. Many will create a website, add a few keywords for SEO, create a social account, and add a few posts, then sit back and wait for the sales to roll in. They never do. And here is why. Your website doesn’t get enough traffic, and you lack a consistent audience actively seeking to make purchases from your business.
Let’s look further into how finding an audience and leveraging platforms with a large pool of active buyers or interested people can help you increase brand awareness, thereby increasing revenue.
1. Sell on Online Marketplaces
Business owners are always shocked when I tell them the stats of these major online marketplaces. At the time of writing this article, Etsy has roughly 550 million people visiting its platform per month. Amazon has 2.6 billion per month. Walmart.com has 500 million, and Michael’s get 32.5 million per month. All of these people are searching for products in various categories.
Utilizing online marketplaces with millions of active users provides a steady audience and continuous traffic to your products and shop page. By addressing the issue of insufficient traffic, you can promptly introduce your brand to a new audience, many of whom may not have been aware of your existence before.
If you are already selling on Etsy, which is the number one handmade platform, try creating shops on other marketplaces such as Amazon Handmade, Walmart.com, Target.com (Target Plus Program), Go Imagine, Maker’s Place by Michael’s, eBay, Mercari, Market Wagon (for locally made products) to name a few. When you conduct a Google search for platforms to sell handmade products or crafts, you’ll uncover more as new platforms are continually emerging.
2. Classes and Workshops
Another great way to build an audience of interested individuals is to offer classes and workshops. By teaching entry-level crafting or how-to classes, you can connect with an audience whose interests most likely align with your target audience. This audience is eager to buy more advanced designs while learning new skills. Additionally, you can expand your product line by offering intermediate-level tutorials, patterns crafted by you, or the necessary supplies for creating.
You’ll need to get the word out on a larger platform where people go to look for events, classes, and workshops hosted in person or virtual.
Websites such as Eventbrite, Airbnb Experiences, and Maker’s Place by Michael’s allow you to advertise your classes or workshops. Apps such as Google Events (accessible via your Google Business Profiles) and NextDoor serve as excellent options for spreading the word. With millions of monthly visitors on these platforms, they provide an ideal avenue to introduce your brand and effectively advertise your products.
An alternative approach is to collaborate with a local business or organization and provide in-person classes or workshops. This strategy allows you to connect with potential customers in your area and tap into their existing target audience.
3. Pitch for Press Features
Regularly pitching for press features is equally important as creating your products. It’s essential to reach people beyond your immediate network and make them aware of your business, a goal that press features can successfully achieve.
The power of recognition and endorsement from another platform can significantly enhance your credibility in the eyes of the audience, ultimately gaining their trust in your brand and products. Customers prefer to buy from businesses that generate excitement and buzz.
Pitching for press features can be approached in two ways: through journalists’ query platforms or cold-pitching.
Qwoted is a free platform that connects journalists with subject-matter experts and public relations representatives. These journalist query platforms simplify the process of connecting with journalists across various media types, providing an opportunity to pitch your brand or products effectively.
Using Qwoted:
1. Sign up for a free Expert account.
2. Complete your profile. Make sure to add the relative tags for your interests or industry.
3. After you begin receiving their emails, review the list and send pitches that match your objectives and the industry you’re in.
Cold Pitching or Outreach:
1. Research preferred media outlets.
2. Find the correct contact information. In most cases, you are reaching out to the editor or a writer from their respective departments.
3. Send a concise email with a two-paragraph pitch, including contact information and relevant links.
4. Follow up after two weeks.
Starting and expanding a handmade business requires a well-rounded plan focused on increasing brand visibility and generating sales. By incorporating a mix of strategies, including exploring different sales platforms, pursuing press opportunities, and engaging with customers through workshops and classes, artisans can expand their reach and solidify their market presence. It’s necessary to maintain an active, adaptable, and resolute stance while executing these tactics to unlock the full potential of your handmade business. With steadfast dedication and strategic vision, you can develop a successful brand that resonates with audiences and thrives over time.
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