Kristen Fagan

Market & Build Trust by Kristen Fagan

4:04 PM

The key to marketing success is to do a variety of things, creating your own marketing mix for your business.

First things first, it is really important to know who your target audience is, how they perceive you and why they pay for your service or product. Ways of sourcing your audience are past customers, Internet research, networking efforts and personal referrals. Be sure to create a good database of your targets and this can be as simple as an excel spreadsheet.  This crucial step will make marketing easier on you as your business grows.

Here are some traditional marketing ideas:

Keep up your mailing/emailing lists and use them for mailing postcards, fliers and coupons.  Customers are looking for bargains today more then ever and coupons are experiencing a resurgence. Think about how you can incorporate a coupon or free shipping offer to your customers.

Maintain website, blogs, and social media outlets. Keep your information up to date, announce new products or promotions and most importantly connect with your customers.

Window signage.  If you have a brick and mortar shop, be sure you have your logo, hours and a display in the window if possible.  If you are located in a well traveled area think about adding lighting to your shop windows at night.

Write articles, teach a workshop, demo in your booth.  Become an "expert" in your field. This is particularly valuable if you want to lead more workshops or write more articles. Demonstrating within your show booth helps to draw a crowd, show your expertise and engages customers.

Marketing isn't only about promoting, it is also about how you conduct your business overall. In today's market there is a lot of emphasis placed on connecting with your consumer.  Control has shifted from brand to consumer and as a result, trust and authenticity are increasingly the way consumers are being motivated to purchase. 

Here are ways you can market and build trust in your brand:
  • Create the best product you can
  • Price your items appropriately
  • Interact kindly with people in your shop, show booth and social media outlets
  • Handle business calls and email in a professional manner
  • Be a source of valuable information for students in your classes
  • Think about community and connectivity as precursors to a sale
  • Exceed expectations
It is more important then ever to build relationships with your target audience.  Alyson B. Stanfield has a great post on her blog titled Marketing Isn't About You and it is dead on.  I highly recommend signing up for her ArtBizBlog emails while you are there.  She is a wealth of information for artists marketing themselves.

Guest blogger Kristen Fagan is the Website Graphic Designer for Soft Flex Company. She also has her own blog and etsy shop.  She'd love to hear from you! So, please feel free to leave comments or email her at

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6 fabulous thoughts ...

  1. Great post Kristen. I really enjoy your monthly contribution. :)

  2. Thanks so much Sara! I really appreciate being able to contribute :)

  3. It is a pity, that now I can not express - I am late for a meeting. But I will return - I will necessarily write that I think on this question.

  4. This was a great post. Some good ideas about marketing and building trust with your customers. I loved it. Thanks so much for posting.

  5. So glad you enjoyed it! Your comments are so very appreciated. Thank you.


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