One thing I've learned in the Time of Covid is that I could really stand to up my online game up. I try, but there's just so much I don't know!
Like a lot of artists, when I first started selling online, I kinda thought it would be easy-peasy. List the items, then watch the sales roll in! As we all know by now, there ain't no free lunch for nothin. Getting a website is like opening a store in your basement; nobody is gonna know it is there unless you get the word out. That's where I really need help.
Luckily there is a solution to not knowing much about a thing you need to know, and that is learning about it. I've been meaning to get this book for a while now: Guide to Marketing Art & Crafts Online. Milly Welsh, the author, is a friend & the webmaster for the Maine Pottery Tour.
I skimmed through it briefly upon arrival - it is absolutely packed with helpful information - enough, even, that I felt a little overwhelmed. I took some time to digest it, reminded myself that I don't have to do everything, then started reading again. As I said, there's tons in there, but let me share a couple of bits that I found especially helpful:
- In the section Make Your Customers Repeat Customers:
Provide a great unboxing experience....Sellers who do this right make opening their packages part of the experience. Some examples of improving your unboxing experience are: packaging your products with branded materials inside, including swag (think pens, stickers, & otehr useful items with your branding on them), you can even decorate the outside of your boxes with stickers or graphics.
- On photographs for retail sites: Show your product in use
(Honestly that makes sense & it's something I almost never do. Look for that to change!)
- On Keywords: One thing to consider is that you probably won't be able to compete right away for highly competitive keywords. I'm pretty good at SEO, but even I wouldn't necessarily go after a really broad term like "pottery." Instead I might go after a really specific keyword like "Pottery Coffee Mugs" (because even a term like "coffee mugs" is likely just oing ot be a little too competitive.)
Again: makes sense! But I wouldn't have thought of it.
There's a section on keywords generally & how to use them, a big section on Etsy. You may remember that I hate Etsy (at least as a seller) but I know it's a good option for many people, especially if you are just starting online sales. Milly also explains the strengths & best uses of the various social media platforms, how to use Google Analytics, how to create a Facebook ad, and ways to drive traffic to your website.
If you, like me, are looking for ways to expand your online sales in these pandemic times, I really recommend it. It's $20, + $4 shipping, at this link.