We all do it when we are just starting out. We join tons of crafting communities to promote our handmade shops. In theory, hey, it's hundreds of eyes on your products, right!? Up until several months ago, I was marketing in a similar manner - then I shifted to marketing only to my target audience - young, married, trendy parents who live in the suburbs with 1-3 kids who like organic, natural and ecofriendly products for children - and my sales went from 1.38% conversion rate to 3.87% conversion rate in less than two months. Whoa, right?
While networking with other shop owners has serious advantages, like a supportive community & a place to gather advice for your creative journey, odds are others makers aren't your target audience to sell your handmade products to. Investing the time to identify your target audience & developing a marketing strategy to approach them is invaluable. I am so glad I spent the time doing the research & incorporating new marketing tactics to help me reach my target customers, resulting in in rapid growth in my social media channels and almost 50% increase in new customers over four months, and I am eager to use this series to help other makers grow their businesses by helping them identify who their target audience is, what they like, where & when they spend their time online & how to approach them!
Who is your target audience may seem like an easy to answer question but it's probably more complex than you think. So below I have created a series of questions for you to ask yourself. Concentrate on each one. Visualize your dream client, the person you want to see holding your products. Imagine where they live, how they live, what they do.
Are they male or female?
What is their style like?
What is their style like?
How old are they?
Do they live in the suburbs, city or country? In a house or apartment?
What kind of hobbies do they have?
What sort of job do they have?
What is their average income like?
Are they blissfully single, or happily married?
If neither, are they planning a wedding?
Are they parents?
If yes, are they natural parents?
Do they have pets?
To participate in this exercise: in the comment box, copy these questions and your answers to them. Remember, this is not about your current clientele but your DREAM clients. The people you want to see buying, using, wearing, and sharing your products!
Expand on as many questions as you can - the more you can identify about your target audience, the easier it will be to learn to market to them! If they are parents, how many kids do you think they have? If they live in the city in an apartment, how do they decorate & use their space? If they are trendy, describe how you imagine their personal style.
Over the next few weeks, we will use your results from these questions to determine your target audience & how you can use this knowledge to your advantage, so even if you don't want to publish your answers here, print out the questions, write down your answers and keep them handy!