Craft Focus - Feb/Mar 2020 (Issue 77)

119 SOCIAL MEDIA Gary Wadhwani, co-founder of Craft Buddy, discusses the impact of social media on the company’s business strategy Which platforms does Craft Buddy use? We currently have a social presence on Facebook, Instagram and YouTube, where we have a loyal fanbase that actively engages with the content we put out. Has social media changed the way the company promotes its products? As we have seen our numbers increase across social media, we have found that it is extremely beneficial in helping us to promote our products. Facebook in particular has been incredibly strong. Our following has increased to over 14,000 likes, providing us with a vast number of people that we can actively engage with. Using the platform helps us work out where to improve, and seeing our customers assist each other is rewarding, both to us and them. Facebook groups set up by us are key, allowing followers to share hints and tips and inspire others with images of their latest projects and favourite products. From a sales perspective, social media has been the strongest referral channel to our website, with Facebook Live delivering a huge response and ultimately, sales. Do you think these platforms will be instrumental in driving the brand forward? Absolutely. As consumers change the way they get information, it is important for us to adapt to these trends and fulfil the demand for more interactive and dynamic posts. Social media allows us to freely communicate with our target audience. As we provide high quality content for them, they in turn act as brand ambassadors. Do you have any advice for Craft Buddy retailers? Make sure you are using good imagery. This is a key factor in helping you engage with your customers. Interactions online can help to resolve issues and replying to comments is important if you want to strengthen your customer service and build your brand and profile. Use social media to gain a better knowledge of the wider industry. What are your peer businesses talking about, both in the UK and globally? What trends are likely to come into fashion? Social media is a great way to learn more about the sector and can help provide you with inspiration. Which channels would you recommend for craft business owners? Start with YouTube and Facebook. YouTube is particularly important if you have a visual product line, because it allows you to demonstrate the processes involved. Facebook, we have found, is great for allowing you to engage with a captive demographic, building a relationship with customers. SOCIAL MEDIA MATTERS Social status @craftfocus @craftfocusmag @craftfocus DID YOU KNOW? Research by Stackla shows that 86 per cent of consumers say authenticity influences the companies they like and support across social media. Take advantage of this by ensuring that all your posts add value. If you’re feeling overwhelmed, concentrate on two or three channels to start with, offering interesting and inspiring content for your followers. This month on social media we’ve been mostly: • Bringing you up-to-date with 2020’s hottest trends • Inspiring you with brand-new craft products • Posting the latest industry news FOLLOWUS... LIKED AND RETWEETED ON TWITTER BY: Just Hands TV @justhands-on.tv GMC Distribution @gmc_d Hantex @hantexltd Craft Focus is at the heart of the online community. Here’s a quick update on what’s been happening LIKED AND SHARED ON FACEBOOK BY: Wow! Embossing Powder @wowembossing Corinne Lapierre @corinnelapierre PlastiKote @plastikotespraypaint