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There are so many ways to not maximize your potential when beginning your crafty company. From neglecting to offer discounts to having conflicting branding, these errors can hold you back from success. I’ve made some of these mistakes myself when starting out, so here are a few tips to get you on the right path:
1. Underutilizing Social Media
The best way to market your products (mostly) for free is to use social media. I’m always surprised when I can’t find handmade brands on Facebook, Twitter, Pinterest, and Instagram. It’s essential for your business have some presence on these social networks, but this doesn’t mean that you have to be active on every site. Choose what feels most comfortable and natural for you and your company and focus on those platforms.
Extra tip: Schedule your social media posts to save time. Most networks have scheduling tools, or you can use websites like Hootsuite to plan posts on several different platforms.
2. Using Inconsistent Branding
This is one of the most common mistakes I’ve seen amongst new crafty businesses. When a company uses elements that don’t really flow well together it creates confusion about the products and brand. Ideally you want to develop a color scheme, logo, cover image, etc. that all clearly identify your company while reflecting what you are selling.
Not every product you make will always fit exactly with your branding, but the overall look should flow with the majority of your items. For example, if most of your products are punk rock-inspired accessories, having branding that is full of pastel colors and flowers wouldn’t be consistent. If you are selling handmade soaps, make your logo feel comforting and relaxing, not jarring with a bold, sharp font. You know your items better than anyone else, so use your instincts when creating branding.
Extra tip: If you aren’t comfortable with graphic design it’s definitely worth it to hire someone to create these for your business- it will be worth it in the long run!
3. Never Offering Coupons or Discounts
Encouraging repeat (and new) customers with couple codes is a great way to increase sales! It shows them you value their business and want to offer them a good deal. Think about how much more likely you are to make a purchase from a store if they send you a coupon… Including a discount code on the packing slip for your online orders or sharing an offer on social media is an easy marketing tool that will pay for itself.
4. Not Displaying Signage
When doing an in-person event signage is really, really important! This will help shoppers and press become familiar with your business’ name and logo, leading to brand recognition in the future. You don’t have to spend a lot on these- signs can be made by hand or printed at your local copy or office supply store. Remember to extend your consistent branding to any poster, sign, or banner you include in your booth or table.
What other marketing errors did you make when starting out?
Rebecca George
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