To small online sellers, that means we need to know who our customer is and where they can be found. When that is determined, we must go through the exercise of researching advertising opportunities within that demographic.
Artists and crafters especially can be unaware of this important step. I read in forums all the time about sellers sharing their advertising success and missteps, regardless of product, customer demographic, or price category. If you sell little girls' hair bows and have great success with advertising on several blogs, it is likely that my jewelry is not targeted to that audience. Although sellers have a kind heart and want to share what they know, it is important for you to step back and ask "is this where the customers for my products are?"
Basic marketing is truly not rocket science but requires that we think through our decisions. Here are a couple of out-of-the-box conceptual ideas of where to find customers online or offline for a variety of handmade products to jump-start your thinking for your own products:
- Handmade hats, crochet, knitted, felted-cold climates, cold weather sports gatherings, colleges/universities,
- Little girl hair bows-dance schools, pageants, first communion outfits, children's photographers
- Home decor pillows-independent interior designers and decorators, model home stagers, home staging consultants
- Photography-tourist shops, independent interior designers, home stagers, model home designers
- Journals and Diaries-college students, poetry reading groups, English teachers/assistants