If you run a card-making business, you’ll probably be selling some of
your products online. You may start off on something like eBay or Etsy, but as
you gather customers you’ll want to start up your own site – which opens a new
set of challenges!
You don’t just start a website and wait for orders to roll in – you
have to get it right, so here’s some pointers to help you do just that.
Make sure your
site is easy to get around
You need a working shopping cart that uses a reliable payment service.
PayPal is a good one to start with. Everything needs to be laid out clearly –
by size, colour, season, event and message – and the personalisation service
needs to be user-friendly and easy to change if someone makes an initial error.
Take your time
with photos
Nothing turns off buyers more than oddly-angled and poorly-lit photos.
Use a macro setting if you want close-ups, use sunlight (or daylight) with no
flash and crop and edit as best you can. Use a plain background for group shots
and avoid “busy” images.
Use social media
wisely
Season your social media with your presence – don’t drench it! Posting
update after update and link after link will lose you followers. Use as many
sites as possible, but sparingly. Get involved in discussions but don’t promote
yourself in them – let your name do the talking. Do keep customers in the loop,
though. Been on a paper-cutting course? Let them know.
Start a blog
Make sure you update it regularly as well. Your blog should be visible
to search engines to display your work, as well as to keep fans and clients up
to date with your latest projects and seasonal offers. Blogging boosts sales.
Have two price
tiers
If you have a really popular design, do a budget option. Invest in
some inkjet cartridges – they can be ordered on the web cheaply – get
printing and you’ll reach more of the market.
Bring the online
into the offline
Craft fairs, school fetes, wedding shows, expos – make sure you have
business cards with your website details on them. Your cards may be available
online, but customer relationships can start in person.
Stay fresh
Stop flogging designs that don’t sell. Always look to bring new
designs in. You can find out what’s trending by looking at other sites –
although never be tempted to copy someone else’s work.
Get into
magazines
Offer batches to smaller craft magazines, or other hobby publications.
There’s cat magazines, craft magazines, wedding guides – as long as your design
fits the mag’s theme. If you’re offering seasonal cards, remember that most
magazines have long lead times, so approach them in the summer. Click here to read more about lead times.
Offer great
customer service
Send orders out on time, communicate regularly and always try to
exceed expectations. Those cards that don’t sell well – include one as a
freebie. Even if it isn’t on point for that customer, they’ll remember the
gesture and may send it to someone who does like it and orders more.