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Marketing Strategies 

Let’s delve into marketing strategies for a moment. Imagine you’ve established a small business and recently ventured into the craft fair scene to showcase your products to a wider audience. Now that the craft fair has concluded, how can you continue effectively marketing your products? 

First and foremost, it’s highly recommended to have business cards readily available for prospective customers. While it’s true that business cards sometimes end up discarded, akin to giving someone your number and hoping for a call, there have been instances where people have reached out after an event due to receiving a business card. Thus, business cards can be an inexpensive yet impactful marketing tool. 

Another powerful avenue for product promotion is social media. It’s crucial to remember to capture plenty of photos during the craft fair, which can be used for future social media posts to maintain product visibility and engagement. 

However, despite the prominence of social media, email marketing remains the king of marketing channels. If you don’t already have an email list of customers and potential customers, you’re missing out on a valuable resource. 



Let's explore some statistics to illustrate the effectiveness of email marketing over social media

  • If you have 2,000 Facebook followers, only around 120 people will see your post.
  • If you have 2,000 Twitter followers, approximately 40 followers will see your post. 
  • In contrast, if you have an email list of 2,000 people, around 435 people will open your email. 

As you can see, the difference is substantial! Moreover, emails boast significantly higher click-through rates compared to social media. Including a link to your products in an email can result in click-through rates 50-100 times higher than those on Facebook or Twitter. 

By having an email list, you retain control over your contacts. Relying solely on social media for marketing means you are at the mercy of the platform, which can alter its rules and often reduce the organic reach of your posts. 

Therefore, if you haven’t started building an email list, it’s high time you do so. Collecting email addresses at events presents an excellent opportunity to connect face-to-face with your target audience and expand your list. 

Now, you might be wondering, “What should I email to my list?” The content of your emails is entirely up to you. Personally, I find it effective to send a monthly newsletter to my subscribers, featuring updates on upcoming events, new product releases, and ongoing sales. Remember, you don’t want to inundate your list with emails simply for the sake of it, as that might annoy or spam your subscribers. Determine a suitable email cadence, such as weekly or biweekly, and stick to it. 

It’s important to note that many countries have anti-spam laws, so ensure you comply with the regulations in your country and maintain proof of subscribers opting into your list. 

Now, how can you collect email addresses at events? There are a few different approaches you can take. One simple method is to place a sign-up sheet on your table, inviting people to enter a raffle for a chance to win a free product. Clearly indicate on the form that by participating in the raffle, they are also subscribing to your newsletter. Another option is to provide a laptop, iPad, or tablets with a sign-up form where attendees can input their email addresses. You can utilize free services like Mailchimp for the form. 

If you opt for the traditional pen and paper method, you will need to manually input the email addresses into your system. Email service providers typically offer processes through which you can email the attendees after the event, reminding them of your meeting at XYZ event and officially allowing them to opt into your list. 

Once the event concludes, it’s a good practice to send a follow-up email to your list, expressing gratitude for their visit to your booth. Additionally, consider offering them a coupon to shop online at your Etsy store. This approach keeps your small business fresh in potential customers’ minds. Even if they didn’t make a purchase at the event, they may do so at a later date, and now you have a means to reach out and market to them. 

To conclude...

Do you already have an email list, and how frequently do you send emails? I would love to hear your thoughts and experiences in the comments section. 

Have a lovely day!
Love, Katy x

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