Every handmade business needs a marketing strategy. There are many different triggers that convince prospects to become customers. One of the most significant buying triggers is authority. We buy from people and companies that we consider to be experts. Your marketing strategy can and should ideally include building a good reputation. Here are a few tips, ideas, and tactics to create a marketing strategy that positions you as an authority in your industry.
Creating a Marketing Strategy
Marketing strategy may sound like something for a big company, but size doesn’t matter when it comes to selling your products. Even small handmade businesses need a good strategy to successfully sell their products.
Make a Difference in People’s Lives
There are actually three steps to the authority process. The first step is to make a difference in people’s lives. From the perspective of building a marketing strategy around this step you can turn to both content and to your products or services.
-Make sure your products are valuable and that your customers receive the intended benefit
-Provide consistent value in the form of content. We’re talking about providing valuable tips on Twitter, sharing information, news and ideas on Facebook and your blog. Information your customers will enjoy reading. Write articles for notable publications and blogs. Strive to use your content to provide consistent value. Whether you’re emailing prospects, connecting with them on social media, or reaching out on your blog, make sure that the information you’re providing has the power to change lives for the better. Provide value, build authority.
-Connect on a personal level with your customers and learn how you can help, provide value, and make a difference. Leverage that information into better products and customer services.
-Respond to customer comments on social media and your blog in a manner that helps them. And leave insightful and useful comments on blogs and social media where your audience is present. Make a good impression.
Demonstrate That You Can Make a Difference
While the first step is to make a difference, the second step in becoming an authority is to demonstrate to your customers that you can make a difference. It’s the proof step so to speak. In terms of your marketing strategy this could take many forms.
For example, you might show them what goes into making your creations. Or, you could share how nicely your products fit into decorating a room. When you have a great craft show happen, share about it to show how local customers believe in your products. Offer some simple tutorials or patterns that allow customers and other artists to learn from your experience and skill.
Connect with professional crafters. Follow them on social media, comment on their blogs. Connect them about exchanging a guest blog post or collaborating in an online event.
Communicate With Integrity and Authenticity
Finally, in all communications whether you’re establishing authority or sharing that authority with your customers, make sure to communicate with integrity and authenticity. Consumers are savvy and they can smell a fraud from a mile away. Be genuine both in your efforts to make a difference and the way you share that information. Building authority can take time but when it’s done from a place of integrity you’re on the right path.
