Welcome to Part 4 in a series about Target Markets — or those awesome people who want and need your stuff.
Marketing your successful indie biz requires a clear understanding of your target audience: who they are, what they like, and where you can find them.
So far in this Target Market series, we’ve covered:
- Why your marketing success depends upon finding your target market.
- Gaining an understanding your market through demographic data.
- Getting the cold hard facts about your target market through customer surveys and people-watching.
Now, with the image of your “perfect customers” in mind, think about ways to tailor your marketing efforts to reach your target market. Based on your research, do you know where your target market hangs out? Where can you find them, both online and offline?
Advertise in Niche Publications
There are, approximately, a gazillion blogs out there on the Internet. (I counted.)
And lucky for you, there is a niche publication written for every target market. You can reach your target market on the blogs and magazines that your potential customers are most likely to read.
Example time: Let’s say I sell baby quilts (aw, cute). I might have several targeted groups: successful young parents with the budget for a $300 baby blankie, hip aunts and grandmas who can’t wait to spoil the new baby, first-time mamas who want only the best for their little ones, gracious gift-givers looking to make a splash at the bridal shower, and more.
I wouldn’t (necessarily) find those customers on crafty sites and how-to-quilt blogs. So I wouldn’t waste my ad dollars there. Instead, I’d consider advertising on sites like these, where I’m much more likely to reach my market.
- www.firsttimepregnancy.com
- www.forbabygifts.com
- www.savvyauntie.com
Using Google Adwords is a another way to reach the people who are already searching for your product. So spend your advertising dollars on websites your customers visit — don’t waste it on sites that won’t get you results.
In the same way, make sure you send your press releases to niche publications relevant to your target market. Think outside the indie box.
Fish where the fish are.
Smart Social Media
Social media is a great way to connect with your crafty peers and creative mentors. But is that all you are doing on Twitter and Facebook? Don’t get me wrong — I’m not discouraging you from having fun with social media.
But, if you are not interacting with potential customers on a regular basis, then don’t expect to see sales coming from social media. To find those potential customers, try using keyword search to look for people who are interested in the products you sell.
Same goes for blogging. When you blog, do you write for yourself, for your peers, or for your customers?
If you are trying to promote your business by blogging, write about topics that your customers will find interesting, entertaining, or enlightening. Giving readers an occasional sneak peek into your studio process and inspiration is encouraged, but it shouldn’t be the only thing you blog about!
Is your target market on Etsy?
Two years ago, Etsy conducted a survey to find out more about its users. For a summary of the results, download this file.
Here are some important highlights:
Most users are buyers:
- 46% of users are buyers
- 39% of users are both
- 10% of users are sellers
Demographics
- Female – 96%
- Average 32 years old (41% are between 25-34)
- Live in the U.S. – 82%
- Well educated – 63% graduated from college
- Students – 17%
- Majority employed full time – 49%
- Full-time moms – 23%
- Household Income – $67K
Behavior and Attitudes
- Find Etsy through friends and blogs
- Visit Etsy for unique, well crafted products
- Many are “occasional artists” (68%)
Webographics
- 72% have a profile on at least one social networking community
- Frequent online shoppers
- Most likely to use text based search over other search options
- 36% blog
How does these stats match up against your target market?
Now, the not-so-good news is that this survey is outdated. But the GREAT news is that Etsy is conducting a similar survey right now.
Etsy says: “Our goal is to get a better understanding of our visitors and what is important to our buyers, sellers, and our community in general … If you’re up for it, encourage your buyers, friends and other community members to take the survey as well.“
Just as you are, I’m eager to see the results!
Now I have mini survey for you. What two points about target markets would you like more information about? What questions do you still have about finding your target market? Your comments will have a big impact on an up-coming workbook!
{Images by Dream Gallery on Etsy}
Related posts:
{ 13 comments… read them below or add one }
Hi Sarah- I launched my store last week, which is a big step for me because I’ve only sold in person & at trunk shows for the last 3-4 years. I make a wide range of jewelry designs and I would like to display them all within my store/blog, but many people advise that you should really find one niche and stick with it. My products range from dressy, AAA rated stones http://bit.ly/cm6tNc to my newest designs, playful eco-friendly jewelry which I’m about to start releasing http://bit.ly/9sqq5q. I think there are many people who like both styles, but if I’m truly trying to target buyers I would go after two very different crowds. I’ve held off on posting any of the eco-friendly stuff while I stew on this…also the price points for the eco-friendly designs are much less expensive than the other designs, do you think that cheapens my finer, high quality stuff through the eyes of the customer?
Sarah!
Seriously, this post is outstanding. I 100% agree that we should go beyond networking and use social media to promote our work, obviously in a casual and low-key way. I feel the majority of one’s market IS already using these sites, especially if you deal with B2B like you and I.
Defining a niche is so important and tailoring your marketing efforts once you know who you’d like to target is the best thing someone can do for their business.
@Courtney – Hey lady! If I were you, I’d target the eco crowd all the way. The higher quality stuff is beautiful but it’s also a more saturated market. What a lot of people don’t realize about offering a variety of things but targeting ONE market is that one market will most likely be interested in more than one style of product. So if you offer both eco and upscale stuff, it’s very likely those eco-chic will grab the non-eco stuff for their moms, friends, or even themselves.
Ah, what I would give to buy you both (Justine & Sarah) a cup of coffee to get a few minutes of your time to pick your brains. . . thank you both for your input. I think especially living in Seattle amongst such eco-friendly minded folks, that I definitely have a good angle there… you have both given me so many great things to think about. Thanks so much!
Thank you so much for taking the time to explain all of this so well. I am at a point where I want to take the next step with my business but not sure what that step is. I have been doing art/craft shows for over half my life (dang! 25+years) but due to health reasons just can’t do them like I once did. I just put up a website I am not happy with but can’t figure out why. I did the Etsy thing for a couple years and while I had sales and did well I didn’t feel that was where I needed to be either.
My interest is more local since I teach classes at our home studio as well as sell my artwork so I am trying to figure out how to use my website and social media to that end.
You have given me a good start towards answering those questions. Looking forward to reading more from you.
Thanks again,
Deborah
Thank you so much for this series. I’m just starting my craft business with an etsy shop and also just started a blog. You helped me clarify a lot of the things floating around in my brain and gave me a framework and focus to work from. Thanks again!
I can’t tell you just how much this article has helped me. A little more about visualizing the person who will shop from you and where to find them would be ideal! Also tips about how to market to them without being uncomfortable. Such as wearing your product if you can, etc.
Now I’m off to redo my entire website and Etsy site haha. I didn’t really even know I had a target market until i read this, and suddenly the woman I’m selling to came fully and clearly to view.
Thank you SOOOOO SO SO SO much!!!!
I’m glad that you found the article helpful!
When you’re trying to visualize your target market, a great idea is to spend the day in your target customer’s shoes, so to speak.
But doing what they do, and going where they go, you’ll be able to glean subtle insights into their life that more formal types of market research might never reveal.
You can try scoping out craft shows, local indie shops and galleries as a way to gain useful demographic information about your target market.
@Courtney that’s so funny…we have the same name and I grew up in Seattle haha. Totally irrelevant but interesting. And I agree, target the eco minded.
This is a wonderful series of posts! I found it because I’m working through defining my target market right now. I’m pretty stuck there too! I’m a fine artist, and I’m not selling very much right now online (although I do have an etsy store, ketartstudio). Most of my sales are to friends, family, and word of mouth from those groups. I haven’t sold enough thought to see common demographic threads, other than the majority are female. Should I just keep plugging along until I have more data, or should I work up a profile of who I want to sell to and market to them? (I don’t know if that group likes my stuff though…)
Anyway, thank so much for the series!
Thank you so much for your article. I have been selling on Etsy for awhile now and my frustrations have to do with the fact that Etsy who won’t acknowledge my products. I’ve been trying for years to get Etsy to recognize that Eid should be categorized with Christmas and Hanukah as a major holiday, but they keep ignoring my pleas: http://www.etsy.com/forums_thread.php?thread_id=5813888
So my question is: how do we get the companies that continuously highlight the same products over and over again to even acknowledge your work?
Thank you for all this information! It’s a bit to get my head around because when I looked at who my target audience was, I kept coming up with two very different groups, and I guess I’m just trying to figure out how to work with both of them, or at least not alienate one in favor of the other. I would love more information pertaining to dealing with multiple demographics simultaneously, can/should it be done?
Hi Sarah – thanks for your great article! I love to read your stuff because it always opens up new avenues to increase my sales and traffic!
You definitely hit the nail on the head, Sarah. Thank you so much for compiling such a great array of helpful information. Your information was very concise, sectioned in a way that could be understood, and totally manageable for the ‘right brained’ artist.
I will continue to look forward to your future advice!
{ 1 trackback }