Having craft business success is unfortunately way more than just having great products. Of course that’s a big part of the puzzle but one piece that gets missed more often than not is having and ideal customer thought about and then using that to create awesome products and to then market effectively.
Having a niche is so important in the craft business sector simply because it’s so competitive. Being known for a certain style or a certain product is going to help you so much more than just creating a wide variety of crafts. But more than this, once you have a niche that you want to belong to is creating an ideal customer.
Why do you need to do this? Why can we not just create products and see how it goes?
Well it helps us to understand our market. We want to create products that sell right? So by having a specific kind of person in mind to buy them we can really tailor our products to them.
We also want to be able to shout about our products on social media – by knowing our ideal customer we will know who to post to, who to follow and what interests they have.
Social media marketing for a craft business
I think that the social media side of this is a biggie. How often have you gone on social media and thought ‘I don’t know what to say, I don’t know who to follow or how to find customers’?
By having an ideal customer in mind this will help enormously, trust me!
How do I create one?
The good news is that if you have a craft business already and you’re already making products you most likely have an ideal customer, you probably just haven’t defined it in your mind yet.
All you need to do to create an ideal customer is to really think about the demographics, the hobbies and the lifestyle of the person who you think would buy your product.
Now I don’t want you to just say that ‘loads of people would like my product – so I’m stuck’. You must be able to define it a little. Is it a man or a woman who you think would like it? How about age? Would they have kids or not?
Here’s some more questions you could ask:
Do they work? What career do they have? Have they been to University? What hobbies do they have?
Do they have much disposable income? Or is money tight for them?
What TV programmes do they watch? What magazines do they read? What brands do they like? What social media sites do they use?
Who won’t buy my products?
If you’re still struggling maybe think about it the other way round and think about who won’t buy your products. If you make lovely decorative items then maybe young adults still living with their parents wouldn’t be buying it. It would be people who have their own homes.
Would teens buy your products? Would older people buy them? Would couples buy your items? Would single people?
Obviously your answers depend on your business and your items so it will be very individual.
What can I do with my ideal customer?
You can really tailor your items to them for a start. I always suggest sticking a photo of the imaginary person by your craft desk so that you are reminded of them at all times when you’re creating!
The most powerful thing I think is that you now know who to market to. If you ever want to create an advert of Facebook, you’ll have a much better idea of who you could target. If you want to follow some people on Twitter who might be interested in following you back, you could find a brand that your ideal customer would like, find people who follow that brand and follow them yourself.
It makes the path that you’re on that little bit more clear and gives you a little bit more focus.