Content that Converts: Crafting Posts That Drive Engagement and Sales

Crafting stunning handmade products is just one piece of the “building a handmade business” puzzle. Ever wonder how to make those amazing creations sell like hotcakes online? It’s all about content that converts – posts that not only engage your audience but also drive those all-important sales.

Let’s dive into some tried-and-true strategies for curating content that captivates your audience and turns those likes and shares into actual sales.

Ready? Let’s go! 

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.

Know Your Audience Inside and Out

Knowing your audience is the cornerstone of crafting engaging content. I like to call them your “Perfect Customers”. 

Who are they? What makes them tick? Understanding their pain points, interests, and preferences will guide your content strategy.

Are they drawn to heartfelt stories behind your creations? Do they crave behind-the-scenes glimpses of your craft process? 

If you’re just getting started with your social media post, create a series of different types of posts to see what your audience responds to most.

 If you’ve been posting for a while, or once you have about 30 posts to work with, dive into your insights to see which posts performed the best.

Use this information to craft more posts that should continue to receive higher engagement.

Tell a Story, Stir Emotions

Ever hear the saying, “Facts tell, stories sell”? It’s spot-on! People connect with stories, so weave narratives around your products.

Share the inspiration behind your creations, the journey from idea to reality, or how your craft brings joy to customers’ lives.

Stir emotions – make them laugh, awe them, or strike a chord that resonates. 

Emotionally invested customers are more likely to hit that ‘buy’ button.

Taking the time to pre-plan your post makes the difference here. Many times when we’re posting “on the fly” we don’t take the time to think about what would make the post resonate best with our audience.

Use a planner such as Later to create your posts in advance. This gives you time to really hone your message and make sure you’re delivering content that converts! 

Visuals: A Captivating Window to Your Craft

In the digital world, your photos are your superheroes.

Showcase your handmade wonders through eye-catching images and videos. 

High-quality, well-lit photos showcasing product details and lifestyle shots can work wonders.

Don’t shy away from video content! Demos, tutorials, or even a peek into your workspace can create an authentic connection.

Take the time to watch other creators’ videos to see what you like and don’t like. then make it your own! 

Engage, Don’t Just Broadcast for Content That Converts

Social media is a two-way street (it is called SOCIAL media for a reason). Engage with your audience! 

Reply to comments, ask questions, run polls, and encourage user-generated content. 

Show that you’re not just here to sell; you’re here to build a community around your craft. 

Authentic engagement fosters trust and loyalty.

Educate and Add Value

Become a go-to resource in your niche by sharing knowledge. Offer tips, tricks, and insights related to your craft. 

For instance, if you create handmade jewelry, share styling tips or maintenance hacks. 

By adding value, you position yourself as an expert, earning credibility and trust.

Harness the Power of User-Generated Content

Encourage your customers to showcase their experiences with your products. 

User-generated content is gold! Share customer reviews, unboxing videos, or photos of happy customers using your creations.

It’s authentic, it builds trust, and it acts as social proof, nudging potential buyers towards making a purchase.

You can encourage your customers to share their content by sending an email after their purchase. 

Thank them once again for visiting your shop, and ask for them to share their experience with your products on their social media pages. Don’t forget to tell them to tag you so you can see the posts! 

Create a Sense of Urgency and Exclusivity

Ever see phrases like “limited edition,” “while supplies last,” or “24-hour flash sale”?

These “marketing phrases” create urgency and FOMO (fear of missing out).

Experiment with time-limited offers, exclusive releases, and/or special discounts. 

People are more likely to take action when they feel they might miss out on something special.

Optimize for Search Engines

Ah, the power of SEO! Optimizing your content for search engines can work wonders for visibility.

Use relevant keywords in your product descriptions, titles, and captions.

Consider starting a blog to share in-depth insights about your craft; it’s a fantastic way to boost your website’s SEO.

Consistency Is The Key to Content That Converts

Last but definitely not least, consistency is your best buddy in the content game. 

Maintain a regular posting schedule across your chosen platforms. Consistency breeds familiarity and keeps your audience engaged and eager for more.

Content that Converts: Crafting Posts That Drive Engagement and Sales

Crafting content that converts isn’t rocket science, but it does require dedication, creativity, and a deep understanding of your Perfect Customer.

Mix these strategies with your unique brand voice and watch your handmade business flourish online.

Looking for more help with your business marketing? Join my FREE Facebook group with over 18,000 craft business owners just like you!