Wholesale Matters

100 Small Actions: #11 and #12

11.       Join LinkedIn

Much like other social networking sites, LinkedIn can either consume too much of your time or too little. It’s your job to find the right balance, but by joining this popular professional networking website, you’ll be able to search and find others in your field who are connected with people you already have relationships with. At a minimum, it serves as your personal online Rolodex.

Frequency: 30 minutes a week making new connections.

12.       Send a handwritten note to a customer

Preferably, for no reason at all. Just let them know you are grateful for their interest in your business. But if you know they have a special interest in something specific, feel free to personalize it with that information.

 

Example:

Dear Polly,

Just wanted to drop you a note to let you know how much I appreciate your business – it has been such a pleasure to be part of building your amazing teapot collection. I’ll be traveling to a show in Chicago next week; if I see anything there that I think you’d like, I’ll be sure to let you know!

Frequency: One note to a different customer each week.

 

100 Small Actions: #9 and #10

9.         Add some keywords to your website to improve its search engine ranking

 

What might a customer looking for a local craft gallery type into Google or another search engine to find one? Do those words appear MULTIPLE times on your website? If not, it’s time to refresh your keywords. The more specific keywords you use on your website with frequency, the better chances you’ll have of your website turning up on the first page or two of search results.

 

Some websites with information about making the most of your keywords:

 

Search Engine Optimization Basics - Keywords

 

Keyword Density

 

Keywords & Phrases

 

 

Frequency: Check your search engine rankings at least once every two weeks, and continue to refine your site’s keywords until you are satisfied with the results.

 

 

10.       Comment on a blog

 

Start right here. Leave a comment below. Be sure to include a link to your website. Everyone who reads the comments has now heard of you and your business, including the blog author.

 

Frequency: Leave a comment on a different blog once a day.

 

 

100 Small Actions: #7 and #8

7.   Include a brief marketing message in your email signature

 

We’ve covered this one already. See previous blog post.

 

Frequency: Update as often as you have a new event to share.

 

8. Answer a question on an online business forum

 

Everyday, another business owner asks a question online that you might have the answer to. And by answering on a forum, you share your expertise or insights with the other readers of the forum, gaining instant exposure for your business. ALWAYS include a link to your website in your signature when you answer a question.

 

Some places to get started (please fee free to suggest other forums in your comments):

 

The Switchboards

 

AmericanCraft Forum

 

Etsy Business Forums

 

Bank of America Small Business Online Community

 

Entrepreneur Connect

 

Frequency: Daily

100 Small Actions: #5 and #6

5.   Enter an awards competition

 

There are certainly more awards competitions out there for artists than there are for retailers, but no one has an excuse for not entering at least one competition a year.  It doesn’t require much effort, and the public relations payoff can be huge. There’s no shame in nominating yourself, either. Find competitions by reading industry magazines, local business publications (ours sponsors a Top 100 Women in Business competition), and business and industry organizations. We sponsor two awards competitions each year – The Top Retailer Awards for craft retailers, and the NICHE Awards for artists.

 

Frequency: At least once a year

 

 

6. Buy some advertising

Newspapers, magazines, blogs, websites, even on the door of restaurant bathroom stalls – there’s virtually no place you cannot buy advertising today. Determine your audience (gallery owners, local residents who love art, etc.) and figure out where the best place to reach them might be. Consider the unconventional – a local blog, or the magazine that goes to members of your area art museum. Shameless plug: We publish two magazines specific to the craft industry: NICHE goes to craft retailers and is an excellent choice for artists looking for an affordable way to reach buyers, and AmericanStyle is targeted to collectors of fine craft – a great place for galleries to reach new customers.

 

Frequency: In order to be effective, advertising needs to be consistent. Commit to at least three ads over a year in one location.  

100 Small Actions: #1 & #2

1. Call five business associates just to check on them and say hello

These are not sales calls, collection calls, re-order requests, or even “what can I do for you today?” calls. Choose five people that you will call just to say hello. Call current customers, former customers, suppliers, prospective customers… anyone! Start the conversation with, “Hi, this is Joe from Craft Studio. We haven’t spoken in a while, so I thought I’d call and see how things were going with you.” Either the conversation continues, or they respond with a one word answer (usually “Fine.”), to which you can simply reply: “I’m glad to hear it. Stay in touch! Goodbye.” Either way, you look good.

 

Frequency: Ideally, five calls daily. But aim for once a week.

 

 

2. Write and send a press release about your business

The press release is a powerful tool, and not just for generating media coverage. They are a great way to share information about your company with your mailing list without seeming like you’re making a sales pitch. Don’t wait for a major event; send releases out anytime something remotely interesting happens:

      “Handcraft Gallery to Host Holiday Trunk Sale"

      “Smith Ceramics To Participate in Middletown Open Studio Tour"

      “Joyful Jewelry Releases New Designs for 2009”

      “Artist Susan Jones Selected to Exhibit at Smithsonian Craft Show”

      “Craftwork Shop Adds Work by New Artists”

If your goal is media coverage, you’ll want to make sure magazines have your releases at least 4 months prior to the event; newspapers should receive the information at least three weeks in advance.

 

Frequency: At least once every eight weeks.