I received some pretty exciting post this week and I wanted to share the book that has eaten all my free time this week as I've hungrily gobbled my way through it. If you are thinking about a career change into the crafting industry, already dabble but want to make the full time jump or already run your own business but have been unsure how best to connect with your audience, then this is most certainly the book for you.
Hilary Pullen's 'Online Marketing for You Craft Business' is an essential manual for all craft businesses with clear steps laid out of how to get your handmade products discovered, shared and sold on the internet. Hilary knows her stuff- she's been creating communities, managing social media and creating blog content for some time and is well respected in the industry. If you're a craft blogger in the UK, you might know her from her personal website, CraftBlogUK, a directory and one stop shop that brings together the Craft Blogging Community within the UK.
It's fair to say I was excited when my preorder of the book finally arrived as I've read several articles Hilary has written about her work and have always felt highly inspired by the possibilities that a strategic approach to online marketing can bring. The benefits are huge and not just in terms of bigger sales either. A great online strategy will provide you with loyal fans, product feedback, better rankings in search engine results pages, a better awareness of your work and most importantly perhaps, a greater interest in your brand of products. Hilary skilfully outlines this is a way that is supportive and encouraging and the actions you will need to take are neatly laid out in a way that's not overwhelming but achievable.
I wouldn't need to be massively experienced in the ways of marketing to access this book. Hilary's writing style is friendly and accessible without being too distracting from what I need to know. Each page is beautifully presented too with plenty of white space and pleasing layout that draws my eye to reinforce key ideas while making things bite size and easy to digest. I love the graphic design and illustrations throughout that stop this being dry and unwieldy.
Hilary knows a lot of people in the business and she peppers her book with useful tips on how to make online marketing work best for you as well as inspiring quotes from the likes of Tilly and The Buttons, Patricia Van Der Akker (of The Design Trust) and Timothy Adam (of Handmadeology). This isn't just showing off her formidable network of contacts, Hilary is showing you just what it takes to make it work. Making it work has been very much on my mind lately as you'll know if you took part in our #makeitwork Twitter hangout.
The book is laid out in a really logical way, building from why you'd use these strategies, to the nuts and bolts of how each element works, through to how to have a cross channel approach. The part I really liked most though was that you can easily navigate to one particular section and start there. The book works as an entire learning journey but also allows you to cherry pick a topic that particularly resonates at that moment for you. Anything she cross references to previous sections is easy to find so it doesn't just become a load of marketing jargon that feels cold and unfathomable.
I feel that for £14.99, you're getting a lot of useful information that you can come back to and review time and time again when you feel like you're missing something, or are ready to take it up a level. If you're really thinking about getting your hands on a copy, Hilary is currently offering 20% discount on signed copies.
I was so impressed with what I was reading that I reached out to Hilary and she will be joining me for a special podcast episode that will go live on the 18th October 2014. Tune in to hear from one of the leading experts on how best to market your online craft business and get an insight into what some of your favourite craft brands are doing behind the scenes to inspire you.
I bought my copy of 'Online Marketing For Your Craft Business' from Amazon.
Update: Wow what a response! I need to add a few details for those asking:
1. Yes, there will be a digital version. I will update when I know the release date.
2. US version is likely to be released on 21st November 2014- save the date!