Craft Focus - Page number 89 - June/July 2021 (Issue 85)

89 BUSINESS ADVICE THE ONLINE CHALLENGE It goes without saying that if you relished the online and in particular the social media challenge over this last year, you’ll be reaping the rewards. Increasing visibility and consistency was really important in growing sales for many people. For some people it was finding their ideal client, whether that was on TikTok or on local Facebook groups, and for others it was about being brave and showing their faces more. Several people also mentioned that their sales had noticeably increased when they started focusing all of their efforts around a single launch date so that they were able to be consistent and present with their selling efforts but over a shorter period of time. Social media is often overlooked by small business owners – in so much that it’s initially perceived as ‘an extra’ that you can fit in around everything else when in fact it’s a job in itself! Many took their online strategy one step further by taking the time to understand SEO and how it worked for their business – this helped several founders grow their sales. While none of those who felt SEO had made a big difference claimed it was a quick fix, it was often something they were pleased to have invested the time in over 6-12 months. YOUR PRODUCT IS THE STAR Whatever the circumstances, focusing on product is vital. For some, it was insisting on maintaining the quality of their products despite advice to go for a lower priced, cheaper option. Other businesses found that consistently experimenting with their product to find the perfect selection of products and price points for their ideal customer was the key to sales growth. For these businesses, they recognised that their business really took off when they had perfected their product in their customer’s eyes. And once you’ve perfected your product? You want it seen in all its glory by your customers. A big shift for several businesses came from investing in product photography. It’s another area sometimes overlooked by small business owners – however others realised it’s definitely worth the time and investment. From better conversions on their website to opportunities they might otherwise not have had, investing in photography marked a major shift in their sales. UP YOUR KNOWLEDGE Another theme that emerged from the answers was the importance of getting the right knowledge and support for their business. Whether that was joining a specific course or membership, or working with a particular coach or expert, several people listed that improvements to their business knowledge and mindset was the turning point in their business. Undeniably one of the most common responses was that remaining consistent and focused over time had been the biggest game changer for their business. Not only being persistent but also looking for opportunities – many people also felt that the pandemic had provided them with an unexpected boost to their business. One of the things that made the biggest difference was being open to adapt to that challenge. WORDS ARE POWERFUL Finally, cultivating word of mouth recommendations. Several businesses felt that by encouraging reviews and other word of mouth marketing, they’d seen a significant increase in their sales. You cannot underestimate the power of word of mouth marketing – good or bad. This of course links back to many of the other ‘one things’ – to get that loyal following you need to find your customer, to go where your customer is, perfect your product, utilise the latest platforms and know your business and what makes it tick – then those organic reviews will help your business shine! For further information, visit www.resilientretailclub.com Catherine’s podcast The Resilient Retail Game Plan can be found on Spotify and iTunes. To download the full report for free visit www.resilientretailclub.com/survey