Every artist, craft or DIY business has a personal story to tell. People love to buy goods directly from the person who designed and made them. There is a sense of value when purchasing something unique that has been created carefully with love, rather than mass-produced in a factory. Sharing the story behind a product adds a personal touch, gives your business personality, and enhances the shopping experience by letting customers know your product is one of a kind.
The Story Behind Your Brand
A website is the perfect place to tell your customers the story behind your business. Most people will quickly check out the "About Us" tab on a new website to establish the company credentials and get a sense of your personal brand. This is your chance to introduce your creative business and let people know why you're different.
Entice people to explore your website with a few concise paragraphs detailing how your business started and what makes your products unique. The most memorable stories often tug a little at the heartstrings, so include aspects of the company that engage the emotions of your customers.
Did the company struggle to get going or overcome early obstacles? Were you inspired by a need to create something better than what already existed in the marketplace? Was there a memorable moment that drove you to start selling your creations online? Whatever your unique story is your business website is the platform to tell it. Artisan Bath and Body use their About Us to tell a moving origin story in a very personal way.
Spread the Word with Social Media
A website is the perfect place to tell your customers the story behind your business. Most people will quickly check out the "About Us" tab on a new website to establish the company credentials and get a sense of your personal brand. This is your chance to introduce your creative business and let people know why you're different.
Entice people to explore your website with a few concise paragraphs detailing how your business started and what makes your products unique. The most memorable stories often tug a little at the heartstrings, so include aspects of the company that engage the emotions of your customers.
Did the company struggle to get going or overcome early obstacles? Were you inspired by a need to create something better than what already existed in the marketplace? Was there a memorable moment that drove you to start selling your creations online? Whatever your unique story is your business website is the platform to tell it. Artisan Bath and Body use their About Us to tell a moving origin story in a very personal way.
Spread the Word with Social Media
Backwoods Beer Soap and Body Products have an engaging Facebook presence with attractive photography and clever descriptions of their products.
Nothing beats social media when it comes to sharing your story. Choosing the right platforms can help you effectively get the word out to potential customers — if they are inspired by your products or content, they may choose to share your website with their friends, and word of mouth marketing can be extremely powerful.
Start by thinking about where you will find the right audience for your products.
If you are an artist, then naturally your products are very visual. You may find that networks such as Instagram and Pinterest will showcase your art and attract interest and followers. Facebook can be a good place to reach a large number of people. Short posts showcasing your products will grab people's attention. On Twitter, you can quickly build a following of like-minded people, interact with them and get real time feedback.
Don't be afraid to write posts from a personal point of view, as this will help to draw people in. If your company's history has a local aspect to it, think about emphasizing these roots in your social media posts.
Most of all, social media is about establishing a sense of identity and building a community of followers. Try to be useful, interesting and entertaining in your social activity, not always pushing your product, and and always respond quickly to people asking you questions.
Keep it Fresh with a Blog
Nothing beats social media when it comes to sharing your story. Choosing the right platforms can help you effectively get the word out to potential customers — if they are inspired by your products or content, they may choose to share your website with their friends, and word of mouth marketing can be extremely powerful.
Start by thinking about where you will find the right audience for your products.
If you are an artist, then naturally your products are very visual. You may find that networks such as Instagram and Pinterest will showcase your art and attract interest and followers. Facebook can be a good place to reach a large number of people. Short posts showcasing your products will grab people's attention. On Twitter, you can quickly build a following of like-minded people, interact with them and get real time feedback.
Don't be afraid to write posts from a personal point of view, as this will help to draw people in. If your company's history has a local aspect to it, think about emphasizing these roots in your social media posts.
Most of all, social media is about establishing a sense of identity and building a community of followers. Try to be useful, interesting and entertaining in your social activity, not always pushing your product, and and always respond quickly to people asking you questions.
Keep it Fresh with a Blog
Joy and Joe uses a cute, appealing, and on brand image plus interesting blog updates to make sure their customers keep up to date with the business and new products.
A blog on your website can also help tell the story behind the business. It keeps your website fresh, is a great place to post content, and you can also use it to respond to regular queries that come from your customers or to tell them about the latest trends in your niche.
People love to see 'behind the scenes' at companies they love, so share photos or video from your day or show the process that goes into making your finished products.
People Trust Customer Recommendations
Client testimonials let people know they can trust your brand and that people love what you make. Be sure to have a page on your website for testimonials, so that you can display customer stories that really highlight what you do best. Reviews from other websites can also build credibility.
A blog on your website can also help tell the story behind the business. It keeps your website fresh, is a great place to post content, and you can also use it to respond to regular queries that come from your customers or to tell them about the latest trends in your niche.
People love to see 'behind the scenes' at companies they love, so share photos or video from your day or show the process that goes into making your finished products.
People Trust Customer Recommendations
Client testimonials let people know they can trust your brand and that people love what you make. Be sure to have a page on your website for testimonials, so that you can display customer stories that really highlight what you do best. Reviews from other websites can also build credibility.
Wink includes a page of customer testimonials with bright images of their diapers to help build trust with their existing customers and new visitors to the website.
Use your website and social media to tell the personal story behind your business. With the right tools and messaging, you can bring your brand and products to life, inspiring long-term customer loyalty.
Interested in learning more about creating a website for your handmade business? Start here.
Use your website and social media to tell the personal story behind your business. With the right tools and messaging, you can bring your brand and products to life, inspiring long-term customer loyalty.
Interested in learning more about creating a website for your handmade business? Start here.
Barney DurrantBarney runs a digital marketing consultancy and writes about technology, startups, music, movies and business, as well as his hometown in the UK.
