Handmade Business in a Co-Vid World
There are so many ways that makers choose to monetize their work. Some people are online only, Some people are in stores and some schlep their work to art shows and markets every week. I’ve done all of the above. I was even at a show the weekend before Co-Vid shutdowns fell upon Idaho. I over the next several weeks I received emails cancelling events I had applied for throughout the summer.
To my surprise, the online sales through my Etsy shop grew by 400% over the same period in 2019. I noticed a big trend in items purchased for gifts. It makes sense. We weren’t able to leave the house to shop for our friends and family, but with the internet one could shop for a gift and have it sent directly to the recipient all from the comfort of our own couch.
Since March we’ve seen stores open, close again, open again - or never open again. Whether we like it or not, the entire shopping experience is changing. Here are some ways to adjust your online presence to make the most of this new Co-Vid world.
1. Double Down on Google Ads
No question that the most used search engine is Google. Even Safari on iOS uses Google. Now that our shoppers are searching the web for the most unique gifts, they will most likely start with a Google search.
2. Get Social on your social media
This one seems like a no-brainer. It’s something that we’ve been trying to do for years right? But now, more than ever your shoppers are spending their time on their social media to pass the time. Get in front of them where they are, engage them there in a way that represents your brand and also calls them to act. Ask questions, share personal photos, and share the process of your work. Be careful to stay away from politics, instead give your shoppers and escape from the constant political postings by showcasing your work.
3. Pay it Forward
For the entire month of April I packed 4 cloth masks (made by me) into each box I sent out. 2 adult size 2 child size. I included a note that encouraged them to be safe. Either use the mask for themselves or pass them along to someone who doesn’t have access to one. If making masks isn’t part of your craft, you can pledge a percentage of your sales to be donated to food banks in your local area, or to help provide electronic devices to schools for the coming school year.
4. Keep Making
It might be tempting to take a break from making new work during a slow time, especially when shows are being cancelled left and right. I am anticipating a huge influx in online shopping for Christmas this year. This is the perfect time to get ahead on your most popular items so your not drowning come fall.
5. Finally do something with those emails you’ve been collecting
I’m guilty. I collect emails at every show I do. I’ve been collecting for years. But I am TERRIBLE about following through on a consistent email campaign. Use a service like MailChimp for save templates for easy compilation and sending of those emails to remind your shoppers that if they can’t see you at the regular shows, you are still online and ready to mail those one of a kind items right to their doorstep.
