This article is part of my “Marketing for Mompreneurs” training, which teaches moms how to grow their crafting business. Check out the link for more mompreneur articles!
Welcome to Marketing for Mompreneurs! In this series, I share ideas, tips, & tricks for how to be an effective mompreneur. These are some ideas of how to become a stay at home mom who can earn a living AND have time to spend with your kiddos!
It took me so long to get started in all of this. I had ideas. I had a vision, but everything seemed so huge – I didn’t know how to get going. Three boys.
It’s all about the marketing!
Being a mompreneur is hard work, but I believe the most effective way to build your business is to master MARKETING. Marketing is so much more than just putting out advertisements – and many marketing techniques are FREE!
In this article, I want to show you how important marketing is and start you out with 6 easy steps for getting started.
Marketing Example: Product Listing Image
Let’s use an Etsy listing’s main image as an example of effective marketing. Which of the following personalized tumbler listing images is more likely to get customers?
Marketing can be advertisements, but it’s also:
- Appearing in all relevant search results
- Making your product look appealing
- Making people curious about your products
- Becoming discoverable on social media
- And so much more!
It can be overwhelming
Marketing your crafting business can be an overwhelming topic. If you’re like me, you would probably get a little paralyzed if you saw all the different things that can be done. Where should you start and how could you possibly get it all done?
I’ll try to walk you through it in baby steps.
Set up your business!
If you haven’t already set up your business, you’re not ready to start marketing! If this is you, make sure to visit:
After you get your business set up, come back here to learn how to market it.
Prepare to become vocal!
To effectively market your business, you’re going to need to reach out of your comfort zone and become more vocal…
This is tricky to do, but super valuable. Can you get comfortable chiming in with an opinion on Facebook group threads or reposting Instagram posts from others? That’s the kind of vocal I’m talking about.
Let’s get started!
Step 1: Find your customer’s micro niche
When you first list your product on Etsy, it’s not likely to show up on people’s searches (see my example scenario here to learn why). You must bring customers to the product listing before Etsy will start showing your product to more customers!
To find customers to bring to your listing, start hunting on the social media platform they are most likely to hang out.
It’s tempting to start with the really large social media groups where tons of potential customers hang out. However, that is rarely effective. You need to find really small groups that are focused on a very specific topic. We call that process “niching down”, and sub niche is called a “micro niche”.
Let’s say you’re selling shirts with custom designs based on heat transfer vinyl. Here’s what the niche down process would look like:
- Niche down #1: People who wear shirts
- Niche down #2: People interested in custom t-shirt designs
- Niche down #3: People who can afford custom t-shirts
- Niche down #4: People who take vacations and like custom t-shirts
- Niche down #5: People who go to a particular theme park and want custom t-shirts for it
- Niche down #6: People with kids going to that theme park and want custom t-shirts for it
Niche #6 is a sub-niche of #5, which is a sub-niche of #4, and so on.
The smaller the niche, the better you will be able to cater to them, and the more likely they are to buy from you. Start small and grow later.
Step 2: Learn about the micro niche
Take some time to learn about the micro niche. Dive into their groups and find a few groups that you’re comfortable with. Learn what the group likes or dislikes. Read what the “conversation starter” people are posting and get to know their style. These groups contain your potential customers, and you need to understand their wants and needs.
Word of caution: Focus on one social media platform (more info on why is here). Avoid the shiny object syndrome. Choose the one platform that is most important to your micro niche.
You don’t have to be the world’s leading expert in your micro niche. However, you should learn a fair amount about it. Here are some things to look for:
- Understand the rules / etiquette of each group.
- Which topics get the most attention?
- Which questions are being asked most often?
- Who are the most vocal people?
- What could these people use that you can provide?
- Do web searches to find what people are talking about, what blogs are saying, and what videos cover that is related to your micro niche.
If your desired micro niche looks too saturated or doesn’t have enough customers, consider shifting to a slightly different micro niche.
Step 3: Cater your products to the micro niche
After you understand the needs of the group, customize your products and your product listings to cater to that group. For example, let’s say you’ve got a listing for customized T-Shirts with HTV vinyl:
- Customized T-Shirts! Tell me what you want on it and I’ll create it for you!
That listing is far too generic. Change it to cater to your micro niche. For example, let’s say you’re targeting kids going to a theme park:
- Customized Sunnyvale Theme Park T-shirt for Kids!
(Sorry, I don’t want to reference an actual theme park… hence my ficticious “Sunnyvale Theme Park”)
Make sure to include search terms that you believe people are likely to use when searching to find your listing. You can guess which words to use for now, but a more advanced topic is to use data to find the right words to use. Unfortunately, I haven’t yet written the article about how to do that – coming soon!
Step 4: Include a call to action with your product
To help you grow, ask your customers to help you out! When you send a product to a customer, you have a unique opportunity to communicate with your best customers. Use it to ask them for help!
To ask for help, include something in your product that gives the customer a specific call to action. What can this customer do to help you get new customers? Ask them to do it! For example, you should have a Facebook page if you followed my mompreneur bootcamp – you could ask them to “like” the page.
Want to know how to get customers to go to a web page from your product insert? Here is the technique that I use:
The more effort you put into making that product insert look better, the more likely customers will help you out. You’re a crafter! Use your skill to make a cute product insert!
Note: if you are pursuing the advanced techniques, you will want to do more than just ask for a “Like”. I will write a blog article in the future about advanced call to action techniques. Stay tuned!
Step 5: Update your profiles
Before you start talking to people, you need to set up your social media profiles to advertise yourself. When you start engaging with people, they will inevitably look at your profile. Use the opportunity to sell your products!
Here are some tips for what to do:
- Use a really good picture
- This part of your profile is so important that I decided to write about it separately here:
- The most important part of your business’s social media profile
- Describe yourself as a crafter who caters to the specific micro niche that you have chosen.
- Include a link to your store or any other relevant links
Step 6: Engage with your potential customers
This is the part where you need to become vocal: Provide value to the micro niche communities that you have joined.
This means you need to start talking with people. Engage in conversations and start conversations yourself. For example, if you’re on Facebook and have joined groups, try to get the “conversation starter” badge or “rising star” badge.
It will take a little time, but people need to recognize you as a valuable member of the community. Only then can you start putting in plugs for your products.
After you are a valuable member of the community, you can start plugging your products in non-spammy ways. Work your products into conversations naturally. Make people curious and get them to ask questions or peek at your profile.
We’ve talked about how to set yourself up for mompreneur marketing with no money spent. Instead of spending money, you’ll be spending your time to build up your reputation and then used that to lead people to your products.
The steps we discussed were:
- Step 1: Find your customer’s micro niche
- Step 2: Learn about the micro niche
- Step 3: Cater your products to the micro niche
- Step 4: Include a call to action with your product
- Step 5: Update your profiles
- Step 6: Engage with your potential customers
Based on what you have learned in this article, create one action item to do something new for your business and write it down in your MOMPRENEUR JOURNAL! Then do it! Focus on one little action item at a time and soon, your business will be booming!
What’s the next thing to learn? I cover it all here – browse through and find an article to read!
You got this, mama!
(See what I just did there? A call to action!)