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Part Two: Creating a Social Media Strategy

social media strategy

Social media strategy consists of three elements: content, management, and giving. Last week we covered part one, content. This week we’ll tackle the next two elements, management and giving.

Social Media Management

Once your content is live it’s important to check your metrics. But first, you’ll want to set some goals. We recommend three-month, six-month, and annual goals. These can vary including increasing your newsletter subscriptions, to having more sales on particular items, or expanding your audience. Create a spreadsheet to track how past posts are performing.

Content Strategy and Giving

The next step is to keep the conversation going. That’s what we call giving. This means interacting with your posts (responding to comments, following other businesses, and commenting on other people’s content).

If any of these pieces seem too much for one person, remember you can pull in help from your team. You can also save time by grouping all of these into different chunks. One chunk to batch edit photos, another to interact with content, and so on.

Inspiration for this post comes from “Develop a Social Media Strategy” by Anneliese Johnson, account manager for Stitchcraft Marketing, and published in the December 2022 issue of Creative Retailer.

If you’re looking for more information to guide you in owning a retail business, subscribe to Creative Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.

If you still can’t get enough, register for the Creative Retailer LIVE Spring 2023 event May 2-4 in Pawhuska, Oklahoma for opportunities to learn from peers and network with industry professionals.

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Creating a Customer Avatar

customer avatar

Why do your customers chose to shop with you? If you don’t know the answer to this question, practice the below exercise to keep differentiating yourself from the pack.

What is a customer avatar?

A customer avatar represents your ideal customer. Creating a customer avatar is important because they are the type of person that purchases your products.

To design your company’s avatar, consider your customer’s demographics, characteristics, hopes, and fears.

  • Demographics: What is your customers age, location, gender, job status, education level, economic status, etc.
  • Characteristics: What are your customers habits, skills, and skill level? Are they in the market for bulk fabric at low costs, or artisanal fabrics for a range of crafts? These are two very different types of customers.
  • Hopes: Your customers hopes are the benefits they receive from your business. Are your customers experienced quilters, or wanting to learn?
  • Fears: Your customers fears intersect with your business’s solutions. How can you address your avatars pain points?

Customer data points

We already have demographic information on over 29,000 quilters thanks to the 2021 Quilter’s Survey. The average quilter is a retired female in her 60’s. She already knows how to quilt and starts nine to 11 quilts a year, working on them about 6 hours a week. She shops based off fabric choices and location (around 30 minutes away) and has increased her online shopping about 30%.

To get your business’s demographics, check out your social media analytics, or consider adding Google analytics to your website for additional data points.

Inspiration for this post came from “Customer Avatars and Generosity Marketing” by Flossie Arend published in the October 2022 issues of American Quilt Retailer. Next week we’ll cover the second part of this post: marketing to your avatar.

If you’re looking for more information to guide you in owning a retail business, subscribe to Creative Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.