Your go-to guide to mastering your in-person market experience
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Hi! I’m Lucy. Chardonnay and vintage finds lover, founder of the handmade jewelry brand bel monili *and* your new guide to making your handmade business WORK online.
It’s 2022, and every business needs to be online. You work hard to lovingly craft and create unique, one of a kind products to wow your perfect customer.
Each item is a unique work of art, brought into existence with your own two hands. It is destined for someone who will love and appreciate it as much as you do. This is your work, your passion, and your joy.
Doesn’t it make sense, then, to show that same level of care when it comes to getting your gorgeous work out into the world?
Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
Connecting with the people who are going to be clamoring for a piece of your bespoke artwork is critical to the long term success of your handmade business. And it’s not nearly as difficult as you may think.
Today more than ever, people are shopping online. With the help of social media and email marketing, you now have an opportunity to start and build relationships with customers all over the world. You are no longer limited to only those who can make it out to one of your markets or fairs.
Selling online is more than just popping up a website, though. The truly successful brands create an entire customer journey that is not only transactional , but rather is experiential. This is why it is essential to be clear on exactly WHO your customer is and what he/she enjoys. You want your content and product to evoke that “YES, this is EXACTLY the thing for me” feeling.
Customers who get this happy over your creations are the ones you want to find!
There are many different terms for your ideal customer, and the term I use is Perfect Customer (or PC).
Your Perfect Customer is that one person who is your #1 fan and #1 customer. This person likes all of your posts, reads all of your emails, and buys all of your stuff (well ok, maybe not literally…but darned close!).
Brands that have big loyal followings are experts in knowing who their PC is. They know everything about them: likes and dislikes, preference, demographics, sociographics, etc.. That information is what fuels their content plan. Because when you are thinking about building a great customer experience, you of course need to have the customer firmly in mind.
When you start to create content that resonates with your PC, you will find that the social media algorithms will start to work in your favor. They will bring you more and more of the people who are interacting with your content. Essentially, once the right people start to engage with your content, the more the algorithms will find other people just like that.
Creating regular, relevant, engaging content is going to start to build the relationship, opening the doors for you to connect with your audience on a deeper level. Once your audience begins to know, like, and trust you, you can start to more regularly share your product/website.
In Get Online, Grow Online, we take a deep dive into knowing who your PC is as you start to develop your content strategy. Knowing who you are speaking to is absolutely foundational to knowing what to write, what to create, what to share, and what to say. Here are a few tips to get moving in the right direction:
Let’s face it, we can’t be EVERYWHERE, especially as solopreneurs. You’ve most likely got one or two other things going on (family, work, kids…you know, the whole ‘life’ thing) that prohibit you from spending all of your time analyzing what your audience is doing.
Knowing where your PC is spending time, though, is as easy as looking at where you are getting the most and best engagement with your content. Are you getting tons of likes and shares on Facebook? Hearts and comments all day on IG? Reposts on TikTok?
Start in the place where you are getting the most engagement and take a deeper look there. See WHO is engaging in your content and how…find out how you can multiply this out.
Once you’ve honed in on where your PC is spending his or her time, take a look around and see where they are spending their money…not in a “creep around the corner and see what’s in their cart at Target” kind of way, but take a look at their socials and see what they are posting. Home decor? Fashion? Accessories? Pets? This info gives you valuable insight into what this person is willing to spend on, which is key info for you.
As the old saying goes, you are judged by the company you keep…and in this case, it’s not so much judgement as it is learning. Knowing who your PC is means knowing who is in their world. Who do they like and who do they converse with? Who are they talking about (and NOT talking about)?
Knowing your PC’s social circle gives you the ability to understand how they communicate, and once you understand that, then you have the keys to the kingdom.
Read more about your Perfect Customer: Who is Your Target Market?
Whether you are just starting out in this business or you have been at it for years, getting the “legal” side of the business set up is one of the biggest stumbling blocks makers have when trying to go from hobbyist to entrepreneur.
The Craft Business Kickstarter is a step-by-step guide that walks you through exactly what you need to do in order to get your business set up the right way, without the overwhelm and uncertainty of wondering if you did it right and if you are missing anything!
If you want to get your business set up for success TODAY, then the Craft Business Kickstarter is for you. Click the image below to check it out!
After running bel monili (my handmade jewelry business) for 10 years, I launched Bloom in 2019 to create a community where handmade business owners could learn, grow, and support each other in this wild venture of small business ownership. Welcome to Bloom!