Marketing Strategies for Handmade Businesses: Leveraging Online Sales and Social Media

I run a marketing platform that helps small creative businesses, many of which produce handmade products. One of the key insights I've gained is that while markets can be valuable for identifying successful products and building customer relationships, they also come with fees that often leave little profit.

For those looking to grow their handmade business, digital marketing offers a cost-effective and scalable solution. Here, I’ll share a step-by-step strategy to attract your first 100 customers using digital methods.

Step 1: Identify Your Unique Selling Proposition (USP)

The first step is to understand what sets your handmade business apart in the market. Simply stating it's handmade isn’t enough. Are your products made from a specific material? Do you use particular artisanal techniques? Are they inspired by a specific theme or style?

Example:

A friend makes contemporary kitchen doors out of plywood bolts on existing IKEA kitchen carcasses called Plykea. Not only does this create a unique product, but it also attracts buyers who are looking for something eco-friendly and budget-friendly.

Step 2: Create Your Marketing Persona

To effectively target your audience, you need to clearly define the type of person who would be interested in your products. Start by identifying their location, hobbies, income level, and other demographic details.

Example:

Let’s say you create handmade jewelry that is often worn to yoga classes and fitness events. Your personas might be women aged 25-40 who are health-conscious and enjoy outdoor activities.

Step 3: Select the Right Social Media Platform

The next step is to choose the social media platform that your ideal customer is active on. Instagram has become a popular choice for many artists and designers, but LinkedIn might be better for targeting older professionals.

Step 4: Establish a Consistent Social Media Presence

To build an engaged following, you need to spend at least 4 hours a week on social media. Here’s a suggested schedule:

15-30 minutes a day following and engaging with users who fit your target profile 15 minutes a day interacting with your own followers 5 minutes a day posting an Instagram story 1 hour a week creating and posting 1-3 photos

Instagram is ideal for this because of its visual nature, allowing you to showcase your products and work in progress through photos and videos.

Step 5: Live Streaming for Greater Engagement

Once a week, go live on your chosen platform. Live videos are highly engaging and promote quick visibility. Even if you don’t speak, showing your work process can be very effective. Use a 3-minute segment to explain what you’re doing and ask viewers to check out more photos or visit your website.

Note: Always end with a call to action, such as directing viewers to learn more about similar projects or make a purchase.

Step 6: Set Up E-commerce

To take orders, you’ll need a way to manage transactions. Ideally, this would be your own website. Alternatively, an Etsy page or social media account can work. Make sure to list a phone number or email address for customers to contact.

Use BuzzRamp for Effective Marketing Management

A tool like BuzzRamp can help you plan, create, manage, and track your marketing campaign at a low cost. It offers valuable insights and analytics to optimize your strategy for better results.

By following these steps, you can build a solid foundation for your handmade business. Digital marketing is a powerful tool that can help you reach a wider audience and grow your customer base.

Thanks for reading this guide. If you have any questions or need further assistance, feel free to reach out!

Keywords: Handmade products, social media marketing, online sales