Today, I’m sharing with you two of the most important steps for starting a handmade business this year.
I think it’s so important to look at this question each year because the online world is constantly changing. You want to have a strategy that reflects the current conditions and trends to be the most successful.
So – today we’re going to break down the most important parts of starting a business and what my thoughts are behind all of it.
This post is for YOU if you are starting a handmade business and are ready to take it to the next level. It’s also for you if you are getting started but want to start on the right foot by focusing on what works.
So, are you ready? Let’s dive in.
Having a Clearly Defined Marketing Strategy
Having a compelling marketing strategy that captivates your target customers and draws them in is crucial. Let’s start by discussing the power of organic social media platforms. It’s evident that including an organic strategy within your social media plan is a no-brainer since it’s cost-free. It only makes sense to utilize it, right?
Now, let me share my top tips for effectively marketing your products:
Craft Scroll- Stopping Content
First and foremost, you must excel at creating engaging content that stops users from mindlessly scrolling. Settling for mediocrity is not an option! It’s essential to understand what resonates with your niche and target audience. Identify what makes them fall in love with your content. Discover what they find relatable and what they’re likely to share with others.
Enhance Content Quality
To truly master this, dedicate time to explore the platform, delve into what content resonates with users, and figure out what garners engagement. Otherwise, you risk wasting your time creating content that goes unnoticed or fails to generate interaction.
Aim to prioritize quality over quantity. Moreover, leveraging tools like ChatGPT can help streamline the content creation process. This will allow you to produce higher-quality output in less time. You can accomplish this in 10 to 20 minutes which previously took three hours. Use AI tools to your advantage and elevate your content to simply outstanding.
Embrace Video Marketing
Now, let’s dive into the second aspect of creating scroll-stopping content: video marketing. I have been emphasizing the importance of videos for years. Whether you’re uncomfortable being on camera or not, there are countless ways to implement a video strategy for your physical products.
It’s crucial to develop a well-thought-out video marketing plan and understand how to effectively utilize videos on social media. While photos are undoubtedly important, videos hold far greater potential and significance. They have the power to halt the scroll and grab people’s attention. The very essence of what consumers are accustomed to and crave.
If you’re uncertain about how to get started, invest time into studying and brainstorming creative ways to incorporate videos into your brand and product promotions.
Remember, staying ahead of the game requires continuous learning and adaptation. Don’t overlook the significance of these strategies, as your competitors are likely already leveraging them.
Build Your Own Website for Your Brand When Starting a Handmade Business
In all honesty, considering the current state of the industry, if I were starting a handmade business this year, I would focus on selling primarily on my own website with a secondary presence on Etsy. Let me explain why. First and foremost, when it comes to website platforms, if I had to pick one, I would go with Shopify. However, don’t get me wrong – you can make any platform work, and WordPress is a close second choice.
So, how would this strategy work? I would drive all the traffic generated from organic social strategies, paid social ads, and partnerships/influencers to my website. Etsy would serve as an “add-on” channel rather than my main platform. On Etsy, I would prioritize organic SEO and potentially utilize Etsy ads, but I would not redirect traffic from social media to my Etsy store. Instead, I would concentrate on directing that traffic to my website.
Now, I know some of you might question whether it’s possible to succeed solely on Etsy. No, that’s not what I’m saying. I have a course that teaches sellers how to make it big on Etsy so I believe in the platform and the potential it offers. However, having your own website opens up even more growth opportunities. Let me outline four main reasons for this:
Etsy's Optimization for Sales at the Marketplace Level
Etsy’s conversion optimization is geared towards encouraging sales for any Etsy store within the marketplace. However, by bringing traffic to your own website, you have control over the customer experience on your product pages, homepage, and category pages. You can strategically recommend products at each step along the way.
Challenges in Increasing Average Order Value
Increasing your average order value is crucial for scaling your business. While you can find ways to accomplish this on Etsy, it’s not as effective or customizable. Having the ability to properly implement upsells, discounts, and bundles is a game-changer in maximizing average order value.
Ownership of Customer Data
When you make a sale on Etsy, the customer belongs to Etsy. They don’t provide you with their email, making it difficult to target them for future sales. On the other hand, having your own website makes it easier to grow your email list and convert those subscribers into repeat customers.
Limitations of Organic and Paid Traffic
While Etsy SEO helps drive traffic, relying solely on SEO is not sufficient due to the high number of shoppers on the platform. Running paid ads on Etsy also poses the risk of losing traffic as customers can easily navigate to other Etsy stores.
On the contrary, having your own website allows you to customize and target paid ads to reach the exact customers who are interested in your products. When they click on your ad, they will be directed to your website, where they will exclusively see your products.
Apart from these reasons, there are other compelling factors that make having your own website a strategic focus. It’s worth noting that Etsy’s focus has expanded beyond handmade goods. While they still accept handmade items, their brand positioning has evolved to encompass a wider range of unique and creative goods, including vintage treasures.
In conclusion, for those considering starting a handmade business, I would strongly recommend prioritizing your own website while leveraging Etsy as a supplementary channel. This approach provides more control, customization, and growth opportunities to thrive in the ever-evolving market.
If you’re ready to turn your hobby into a profitable craft business or you have already started and need some help getting it supercharged, you need a copy of The Crafty Creator Roadmap.