ceramics business online marketing strategies
Handmade crafts are in! According to industry research, the global handicrafts market is growing at a rate of 11.8% and is expected to reach $1,376 billion by 2028. In other words, now is a great time to be in the ceramics business!
However, with massive growth comes massive competition. If the thought of outranking your competitors makes your head spin — not unlike a pottery wheel — here are five ways to market your ceramics business online to beat the competition.
Video content is king
In 2023, there’s one form of content that’s taking off faster than any other. With the success of YouTube, Instagram, and TikTok, it’s no wonder that more and more marketers are using video to bolster their promotional efforts. According to research from HubSpot, 91% of businesses now use video as a marketing tool!
Video is the most engaging type of content. Viewers can actually see you, your projects, and better connect with your business. For ceramics businesses, a favorite type of video content is “how it’s made” videos. Show potential customers how your pottery products are made. First, it’s an interesting topic that many people might not know about. And second, it proves your wares are handmade from top to bottom, making your marketing efforts and products all the more authentic!
While you’re welcome to simply upload a video of you making a piece of pottery to whichever channel you choose, it’s always nice to provide a little background on the product or your business. Create engaging business video promos to showcase your video AND unique product information all in one high-quality graphic. It puts all the information customers need to know about your product in one easy-to-see and easy-to-share post that’s guaranteed to sell pottery products.
Make sure your website is top-notch
Your website is the digital home base for your business. Every online marketing effort you release should lead back to your website. It’s where potential customers can find all the information they need about your products and how they can make a purchase. In other words, it’s super important! So make sure it’s top-notch.
You need to cover at least the following information in-depth somewhere on your website:
- Background about your company
- Information about all your products
- How to purchase your products
- Your business contact information
The more informed your customers feel, the more likely they’ll make a purchase. If possible, it’s also a great idea to allow customers to purchase your products directly from your website. The goal should be to make your website as helpful and user friendly as a brick-and-mortar store.
Once your website is all set up, direct all your online marketing efforts back to it, including social posts, email messaging, paid ads, or any other form of digital marketing you employ.
Write a blog
Search engines are a powerhouse in today’s digital world. Over 90% of all web traffic comes from search engines! That means if someone is looking to buy some handmade pottery, they’ll likely ask Google where to find the best wares. If you want some of that traffic, you’ll need to optimize your website to rank on the search engine results page. And one of the best ways to do that is with a blog.
Writing a blog does two things for your website. First, it adds tons of content to your website, making you more likely to rank in the search engine results for a wide variety of queries. Second, it gives your customers plenty of information about your products, encouraging them to make a purchase — or at least get to know your business a bit better.
Think about the most common questions your customers ask. Then, write up the answers and post them on your website. It’s as simple as that to create a pottery blog to promote your ceramics business online!
Design high-quality social media graphics
Millions of posts are uploaded to social media daily. While it’s a great place to market your ceramics to a wide audience, there’s also a lot of competition — and many social media users are professional content creators! If you want to stand out on social media (and you do), you need to create high-quality social media graphics.
First and foremost, all the images you take of your products must be quality. Remember, you’re going up against professional photographers and content creators for attention! Take your time to capture great images and videos, including using the right equipment.
Once you have your images, create engaging graphics to showcase more about your products and your business. Since you’re busy making ceramics and running a business, you probably don’t have time to design high-quality social media graphics from scratch. Luckily, there are thousands of free small business marketing graphics templates available online to simplify and speed up the design process, so you can get back to doing what you do best.
Get social on social media
Social media is a powerful marketing force in today’s world. More than 70% of people in the U.S. use some form of social media! If you want to increase your marketing reach, that’s the place to be.
However, there’s more to social media than just posting high-quality videos and graphics. The key to a great social media marketing campaign is right in the name: being social.
Unfortunately, the way social media works means that only your followers will see your posts — unless your followers share your posts. To extend your reach beyond just your followers, it’s important to engage with others online. Respond to comments, reply to direct messages, and comment on others’ posts. The more people you engage with, the more potential customers you can draw to your brand.
Market your ceramics business online
The internet is a wide and wonderful place. But with billions of users, websites, and content sources, it’s easy for businesses to get lost in the chaos. If you want your ceramics business to stand out to potential customers, create amazing business video content, beef up your website, write a blog, post high-quality content on social media, and engage with others online. With all your marketing efforts working together online, your pottery wheel will be constantly spinning to keep up with demand!