Making informed advertising choice

David Barber

Free Member
Nov 25, 2021
8
0
Hi,
I've just joined this forum having launched my business a couple of months back. My wife and I hand make studio pottery at Blue House Pottery in South Cheshire. Our products take a long time to produce compared to mass produced pottery and are therefore aimed at those looking for a quirky gift or unique item for their homes.
Sales have been trickling in slowly via our website which is getting traffic mainly from posts on social media or existing customers. However, we are aware that we need to reach a wider audience, as we are fairly invisible. We are cautious about throwing money at advertising, as it seems a bit of a lottery, although we do know it's a necessary evil. Before we do spend we'd like to have some more information to make informed decisions. I had considered a picture ad in something like Cheshire Life magazine, but having read a recent post on this forum was put off. We currently pay for clicks on Etsy, but it's a low budget and doesn't seem to be drawing traffic.
Any advice would be very welcome.
Best wishes,
Dave and Jen
 

fisicx

Moderator
Business Listing
Sep 12, 2006
35,644
10,803
Aldershot
www.aerin.co.uk
If the website is good then you will rank for custom pottery. If it’s not number 1 on Google fixing the site may negate the need for advertising.

<edit>Just looked at the site. So many things wrong. You could sell lots of stuff if you got help sorting out the problems</edit>
 
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David Barber

Free Member
Nov 25, 2021
8
0
If the website is good then you will rank for custom pottery. If it’s not number 1 on Google fixing the site may negate the need for advertising.

<edit>Just looked at the site. So many things wrong. You could sell lots of stuff if you got help sorting out the problems</edit>
Thanks for the reply, You say there's so many things wrong - can you let me know what they are?
Cheers
 
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David Barber

Free Member
Nov 25, 2021
8
0
It's entirely possible that what you need is to reach a narrower audience, but to resonate more.

Have you put much thought and/or research into your ideal target customer?

As a broad answer, I'd say magazine advertising is fairly ineffective as a stand-alone, but can add value to a multi-pronged approach
We have an idea of our target customer based on the people who have and are currently buying from us. Mainly women, 30 - 65, into home decor or buying gifts for girlfriends.
 
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AllUpHere

Free Member
Jun 30, 2014
4,082
1,679
We're currently spending a couple of quid per day for clicks, but haven't committed to any significant spend. We are happy to spend a lot more if it's effective. It's a bit of a chicken and egg situation!!
'a lot more' doesnt tell me much. I'm trying to work out if the answer to your problem is having someone do it for you, if you could have someone tell you what to do, or if you are going to need to work it out as you go along. The answer depends on your budget
 
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AlanJ1

Free Member
Jul 25, 2018
274
47
Further to my post above.

There's a lot more to advertising than just seeing the revenue from what you spend.
You should consider LTV (lifetime value) of the customer. Example, does a customer come from an ad spend and purchase once or do they come back and purchase multiple times?

By running a lower profitable advertising campaign you also have the chance (if the customer opts-in) to re-market to the customers. You can also run competitions to share photos of what they have bought to gain further leads into sales.

A lot of people just take advertising it on the face of it cost me X and we got X back but I feel there are hundreds of other factors to take into consideration.
 
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IanSuth

Free Member
Apr 1, 2021
659
193
Advertising all comes down to AIDA
Attention
Interest
Desire
Action

In the internet age the Attention part is getting ranked on the search engines or in front of your target customers faces some other way. So either you need to know what search terms your likely customers will use, or you need to know where they hang out digitally (or physically if you are going for the print medium)
 
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MBE2017

Free Member
Feb 16, 2017
2,632
1,049
OP, consider using YouTube, become a channel specialising in showing the production of your products, the work involved etc. Several people are doing this to their great advantage, become “the pottery expert” on YouTube, watch Robert Cleverly a chippie to see what I mean. He not only shares his wealth of knowledge, he price conditions throughout and few doubt he is worth his money.

It will not cost you too much to start producing simple videos, a poster on this forum even has tips on doing the same.
 
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AllUpHere

Free Member
Jun 30, 2014
4,082
1,679
I thought this forum was for small or 'micro' businesses? That's all I can spare at 2 months in.
It is, but a budget of about 20 quid a week is just a very cheap hobby. If that's your budget, you don't have a business.

I'm not having a go at you, and wish you the best of luck with it, but it's not a business until you find some money from somewhere.
 
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Scalloway

Free Member
Jun 6, 2010
17,469
3,760
Shetland Islands
Thanks for the reply, You say there's so many things wrong - can you let me know what they are?
Cheers
Sign up as a full member and you will be eligible for a website review from forum users, including the very knowledgable fiscx.
 
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Alan

Free Member
Aug 16, 2011
6,959
1,922
Ok, let's say a hypothetical £100 / month.

If @fisicx says your website needs work, it needs work. I would save your £100 a month for professional help ( and spend some of it on membership to get the review )

And spend all your spare time on social media, posting away, instagram, facebook etc ticktock is also massive at the moment.
 
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Trevor Andrews

Free Member
  • Feb 9, 2021
    411
    125
    Hi,
    I've just joined this forum having launched my business a couple of months back. My wife and I hand make studio pottery at Blue House Pottery in South Cheshire. Our products take a long time to produce compared to mass produced pottery and are therefore aimed at those looking for a quirky gift or unique item for their homes.
    Sales have been trickling in slowly via our website which is getting traffic mainly from posts on social media or existing customers. However, we are aware that we need to reach a wider audience, as we are fairly invisible. We are cautious about throwing money at advertising, as it seems a bit of a lottery, although we do know it's a necessary evil. Before we do spend we'd like to have some more information to make informed decisions. I had considered a picture ad in something like Cheshire Life magazine, but having read a recent post on this forum was put off. We currently pay for clicks on Etsy, but it's a low budget and doesn't seem to be drawing traffic.
    Any advice would be very welcome.
    Best wishes,
    Dave and Jen
    Hi Dave and Jen,
    I understand where you are coming from.

    My wife has developed a good folllowing on Facebook and our local customers text her with queries and orders to put aside etc. So this is one way of developing your customer base.

    I have tried to develop customers on our website with advertising but not much gained. You need to closely monitor results and keep adjusting your ads and audience.

    We sell local artists work on the basis of a commission so I would suggest you approach suitable retail outlets and see if they will do the same.
     
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