This is dedicated to the girls on the Facebook page who asked for a bit o help breaking down the “Do Some Marketing” on their To Do List.
What do you do when you know you should do “marketing” but you don't know what that is?
Get specific
What does your business need right now?
Better connection with your people?
More traffic of the right people?
More repeat business?
If your answer was “more sales!” you're not being specific enough.
Where do you want those sales to come from?
People who already follow you on Twitter or Facebook?
Brand new people?
Past customers?
Hint: Almost every craft business can benefit MORE (quickly and with better results) from getting in touch with past customers.
But because I promised specific help, let's look at how to get in touch with past customers.
IF that's what your business needs next, you can do it under 2 hours:
- Set up an email newsletter list (but give it a spiffier name than “newsletter”…is it a love letter? a diatribe? a missive of magnificence? call it that!). I like MailChimp.
- Set up your welcome message and include something interesting in your “confirm” email (that's the message they get when they confirm their subscription)…a coupon, free shipping, access to a special just-for-them product.
- Email your past 5 customers (one by one! don't spam them!) and ask them something about what they bought (be specific!).
Tell them you want to thank them for their support so you're putting together a sneak peek behind-the-scenes bi-weekly (or monthly, or random) email and they'll get (fill in the blank) for signing up.
Include a direct link to the sign-up page for your newsletter (Mailchimp makes this automagically, look for it under “forms” for your list). - Create a draft of an email that you are going to send to EVERY new customer. In it, tell them when their item will ship and how you'll send it. Thank them! Then tell them that you've created a missive of magnificence just for past customers and they'll get (fill in the blank) as a thank you. Send this email to every customer, as soon as you receive their order.
- As often as you've promised, send a sweet message thanking your people, asking for their input and sharing something secretly delightful about your business (a gorgeous inspiration photo, something that triggered your latest epiphany). Make it friendly, useful or inspiring, and relevant to what you make.
Remember!
This will only work if it's suited to your business and your people. Before you move forward with ANY to-do on your marketing list, make sure that it will bring you closer to your overall goal…don't just do it because someone tells you it will work.
Want more specific yet personalize-able help for navigating your marketing space? Check out the Starship, where we have a whole class on making a non-sucky newsletters.