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Insights, strategy, and marketing clarity for craft businesses
Whether you’re refining your positioning, improving your campaigns, or building stronger systems, this is a resource to support your growth.
3 Essential KPIs for B2C Companies
Our last post explored the eight KPIs (Key Performance Indicators) that B2B (Business to Business) companies should track when measuring the progress of their marketing program. Today, we’ll introduce KPIs in three key areas for B2C (Business to Consumer) companies: site traffic, conversions, and cart abandonment. Getting Started While the challenges ...
Back to the Future with Direct Mail Marketing
Everything old is new again. Ten years ago, you may have been sending a physical catalog or newsletter to your customers four times a year, highlighting your new products. Now you send them an email newsletter every couple of weeks or so. It’s so much easier - no sorting by ...
Patterns: PDFs and Piracy
The digital revolution in crafting is changing the way hobbyists buy and use publications for their various crafts, particularly instructions. It’s most noticeable in yarn crafts, where sales of individual digital patterns are quickly breaking down the model of pattern booklets printed by yarn companies in favor of digital collections ...
Best Practices for “About Us” Pages
Have you looked at any “About Us” pages on company websites lately? We have, and what we are seeing hasn’t impressed us. An “About Us’ page is an essential part of your company’s branding. It’s how you present your company’s story and people behind it. It may not be the ...
8 KPIs (Key Performance Indicators) to Track Your Social Media Marketing Program
You’re spending time, money, and resources on your social media and marketing program, and you want to know, “What am I getting out of this?” Unless a customer tells you that one of your marketing efforts got them to buy your product outright, making a correlation between social media posting ...
Managing Retailer Relationships
As an independent dyer, pattern designer, or manufacturer of craft tools, you need to manage your relationships with your retailers in a way that keeps them happy while benefiting your bottom line. The challenges of making this a profitable relationship for both ends are shifting as e-commerce make direct-to-consumer sales ...
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