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PAGES OF EXPERT ADVICE, TIPS AND INSPIRATION

social media GROW YOUR CREATIVE BUSINESS new for 2o19

We show you how! podcasts • Video • IGTV

connect with influencers

Create compelling Content • take great photos • build a community

PHOTOGRAPH: ALEXANDER SPATARI/GETTY. COVER PHOTOGRAPHY: RACHAEL SMITH (WWW.RACHAELSMITH.NET)

Welcome In some respects, social media is a bit like our own creativity. We each have the power to make and do anything we set our minds to. But with so much at our fingertips, we might need guidance to help steer us in the right direction. And when it comes to running a small business, time really is money. So over the next 132 pages you’ll find a curated collection of tips, tricks and great advice from dozens of small business owners to help you make the most of what you post, hopefully growing your creative brand as a result.

Thanks so much for reading.

Sarah Gane Editor

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social media 122

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Basics

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Knowledge

06 Making connections Why social media matters

15 DIY photography Creating professional images

08 Branding for beginners Create the right look for your business

24 Editing images on your phone How to enhance your pictures on the go

30 What’s it worth?

Putting a value on your money and time

32 DIY websites Get hands-on and create an online portal

36 Heading to market The importance of meeting customers

34 DIY design Easy-to-use apps for a slick-looking blog

38 Spreading the word Advice for building communities

44 The hashtag phenomenon The little symbol with huge powers

116 A guide to working smarter Make every moment count

98 Make ads work for you Get to grips with advertising

122 Dealing with downsides Combat the social media blues

104 Influencers and influencing Manage corporate relationships

124 Shaking off self doubt Boost your confidence

110 Crafty competitions The rules of giveaways

126 Networking for creatives Work together for great results

115 Social media scheduling tools Schedule your posts effectively

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People

Content

12 Arounna Khounnoraj The Bookhou owner’s online advice

50 Compelling content Keep people coming back for more

28 Jessica Marquez The crafter shares her social media tips

52 The beauty of blogging Make your site a go-to hub

46 Katie Jones Online life with the crochet lover

54 The future is microblogging Why short, frequent updates are essential

80 Katie Leamon Meet the luxury stationery designer

56 Facebook: the business basics Engage followers with these smart moves

112 Beth Pegler Talking business and textile jewellery

62 Exploring Instagram Around the number-one visual platform

130 Rachel Basinger The last word from our cover star

70 The art of conversation on Twitter Behind the scenes of the platform 74 The power of Pinterest Your brand’s secret weapon 84 Listen up The potential of podcasts 86 How to be a video superstar It’s easy to film and share great content 92 You’ve got mail Create great newsletters 96 Let’s get connected Other channels to extend your reach

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why social media

Making connections NEVER UNDERESTIMATE THE POWER OF SOCIAL MEDIA FOR YOUR BRAND… Words: SARAH GANE

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here’s no doubt that without social media the handmade market would be a very different place right now. These little apps have created big connections for makers, writers, photographers and bloggers across the world, meaning we can form friendships, share inspiration and build an incredible creative community.

From a business perspective, the digital landscape is changing at a rapid pace. It’s difficult to know what the next few years are going to look like, but one thing’s for certain:

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good content matters. Whether it’s beautiful photography, engaging microblogs or behindthe-scenes videos revealing your practices and processes, they’re all helping to piece together a story for your brand. It’s why people buy from independent designer-makers in the first place.

Broadcasting this unique content through various social media channels enables us to reach new customers, find one another, connect with other businesses and makers we respect and admire, as well as asking questions, giving feedback, sharing ideas and support, and making sales.

why social media

At the time of writing, there are more than 2.38 billion active users on Facebook, as well as a billion monthly users on Instagram, while 500 million tweets are sent each day. The figures are staggering. Proof – if it were needed – that social media really can enable small creative businesses to thrive, be reactive, raise awareness of themselves and get valuable feedback from customers.

As we know, these apps aren’t without their downsides – something we talk about a little more about over on page 122. The always-on nature of the platforms means the line between business and pleasure is often blurred as we work hard to maximise the impact of our content – whether that’s posting during peak times or responding to comments as soon as they’re added. It can be exhausting at times.

Which is why establishing boundaries is crucial.

Whether that’s through apps, scheduling tools or even outsourcing tasks to people you trust, there are ways to achieve a better balance while ensuring your posts gain visibility and traction with the right people.

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Ultimately, though, social media is about connection. It allows like-minded souls to step into your studio, sewing room or workspace and find out more about you and your brand.

These nifty apps enable you to tell your story to people all over the world; people who care about the process and who want to buy handmade. Social media is important for your business because it puts the control firmly in your hands. It’s not about who has the biggest budget, it’s about how you use what you have.

The potential to make a difference is right there in front of us. Now, let’s get started.

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ILLUSTRATION: MARK MCCONNELL (WWW.INSTAGRAM.COM/ILLUSTRATOR_MARK)

branding

BRANDING FOR BEGINNERS BRANDING ISN’T JUST FOR BIG BUSINESSES – CREATING A LOOK FOR YOUR FLEDGLING COMPANY IS ALL ABOUT BEING YOURSELF Words: KAREN DUNN Illustration: MARK MCCONNELL

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hen you think about your favourite makers, you can guarantee you’re able to pick their products out from a crowd. The best handmade businesses always have a strong brand, so you know one of their makes the moment you see it. Branding is often mistaken as simply the logo or the look of a business, but it’s so much more, and you, as the maker, are at the heart of it.

BE YOURSELF

The first thing to do, recommends Patricia van den Akker of The Design Trust (www.thedesigntrust.co.uk), is to work out what you stand for and who your dream clients are.

“A good starting point is to ask yourself, ‘What do I want to be known for? What do I want people to feel when they see, touch or buy my work? What do I want my products to say?’,” says Patricia. “Take a look at other brands aiming for a similar target market and see how they communicate their values and attract clients. You can learn a lot from this research, but don’t steal! It’s crucial to create a brand that’s uniquely you.”

Once you’ve decided on your direction, creating a matching look is key. Even the colours you use to tie everything together need to say something. For example, autumnal colours are great for organic, sustainable brands, while light, bright colours can create a youthful appearance.

“My branding has evolved over the years,” says Diana Stainton, designer and founder of Pygmy Cloud (www. pygmycloud.com). “But one of the most helpful things I did was create a moodboard to pin down who we are. This gives you direction,” .

Good photographs can make or break a business as they act as your storefront. If you’re not handy with a camera, don’t be afraid to ask for help. “Working out your photographic style is vital,” says Diana, who also styles and shoots products for other designer-makers. “One product can

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be styled and photographed in many ways, so work out your brand identity before a shoot. It will determine how you style and light your product images.”

KEEP IT TOGETHER

Even your packaging can make a difference when it comes to customers coming back for more, from the washi tape you stick on your wrapping to popping in a postcard to say thank you. Small, on-brand touches give you a professional look.

“My packaging only uses a selection of my eight key colours, and my website and social media are the same to keep a consistent look,” says designer Laura Clempson (www. claraandmacy.com). “Even our studio is branded, right down to the sofa cushions. Customers don’t see it, but it helps me stay focused, and makes taking photos for social media easy!”

Once you’ve checked out the competition to make sure you have an original take, it’s time to look at your own stock. If you have something that doesn’t quite fit with the aesthetic of your other products, don’t be afraid to ditch it.

“I have some fairly strict brand values and if an idea doesn’t fit with those it’s gone,” says Laura. “I’d rather keep the brand strong than add products just because I like them!”

EMBRACE EVOLUTION

We all change over time and, if your company evolves, don’t be afraid to give yourself an image overhaul. It can be scary to start again, but a new look can lead to new customers.

Bespoke Verse founder Joanna Miller (www.bespokeverse. co.uk) rebranded after four years in business. “My rebrand took over a year, and I had plenty of help,” she says. “There’s been no confusion or negative responses to the changes, which have been quite drastic. In fact, it’s helped clarify what we do. I’ve gained new stockists and more interest on social media. It may have been a lot of hard work, but having a good brand is worth its weight in gold.”

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branding

CASE STUDY BIRDCANFOX REBRAND IS IT POSSIBLE TO CHANGE YOUR BRAND ONCE IT’S ESTABLISHED? OF COURSE! CERAMICIST LIZ DAVIES EXPLAINS HOW SHE DID IT

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ebranding was a daunting prospect for me as a wilfully ignorant technophobe, but it was long overdue. I had named myself Little Birdy on a whim back when I was dabbling in sewing and upcycling and unsure if I even had a business. However, when I got my paws in some clay I knew it was the right medium for me and that the name no longer represented my work.

When Anthropologie suggested a collaboration it seemed like the perfect opportunity for me to rebrand as BIRDCANFOX, which I hoped would create ambiguous curiosity. My brand identity is fluid as I see it as being part of my overall creativity, which is something I consider to be ever evolving, hopefully avoiding stagnancy.

If you’re considering rebranding, then my advice is to go for it but do it over a significant amount of time. I spread my rebrand out over six months, changing my name first to ‘Little Birdy-BIRDCANFOX’ on Instagram, then to ‘BIRDCANFOX-Little Birdy’, and made sure I kept my old logo up for another few months to make the transition smoother. It was a gamble, but doing it slowly definitely paid off. And in case you were wondering, Bird Can definitely Fox! Visit www.instagram.com/birdcanfox to make sure you’re in on the next BIRDCANFOX shop update, and to see more of Liz’s characterful, illustration-meetsceramics creations with their signature gold accents.

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Take your time with a rebrand – a sudden change can alienate your customers and make you hard to find online.

branding

EXPERT VIEW FIONA HUMBERSTONE FIONA HUMBERSTONE SHARES THE SECRETS BEHIND ESTABLISHING A CREATIVE BRAND

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randing your creative business well is more important today than ever. And it’s about more than visuals. It’s about having a strong message, a clear vision and owning your style. It’s about knowing your worth and celebrating your magic. It’s about making your business the only logical choice for your clients.

As a designer or maker, retaining this focus can feel overwhelming. Because as well as making, you now also have a few new hats to wear: stylist, photographer, head of product development and social media manager all rolled in to one – and that’s just the marketing side of things!

You can totally do this. You just need a little clarity, a generous sprinkling of know-how and the confidence to believe in yourself. Find that thing you do better than anyone you know. Do more of what you and your clients adore and less of the stuff you feel you ‘should’ do. Own your aesthetic and treasure what makes it distinctive – that’s the sweet spot that’ll make creating a sustainable and enjoyable business work.

Fiona’s books, Brand Brilliance and How To Style Your Brand,

Fiona’s courses on brand styling have enabled countless small business owners to flourish.

are available from Amazon. To find out more about Fiona and her branding work, visit www.thebrand-stylist.com and connect with her on Instagram @thebrand_stylist

SAVE £50 ON A BRAND STYLIST ONLINE COURSE! Fiona offers a range of fantastic online courses to help small businesses develop their branding, and she’s offering a £50 discount on any of her courses for Mollie Makes Social Media readers. Just visit www.thebrand-stylist.com and enter the code MOLLIEMAKES when you sign up for a course. This offer is valid until 30 September 2019. Only one code redemption per person.

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PHOTOGRAPHY: KATIE SPICER

reader offer

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meet the maker

THE ARTIST, ILLUSTRATOR, PRINT MAKER AND CO-FOUNDER OF BOOKHOU SHARES HER TIPS FOR SOCIAL MEDIA…

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hether you’re a fan of punch needling, print and pattern, or stunning handmade bags and accessories, there’s a fair chance you’ll have seen Arounna’s work on your online travels.

Her gentle, genuine tales of artistic exploration and adventure inspire fellow creatives and happy customers all over the world. We caught up with her to find out her six pointers for creating a social media community and growing a business.

MEET THE MAKER

WORDS OF ADVICE FROM AROUNNA KHOUNNORAJ Words: SARAH GANE Photographs: ROB HOWARD & AROUNNA KHOUNNORAJ

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Share your journey “Social media is a huge part of how we grew our business and how we run it.

We’ve never advertised in any way except by taking part in shows that allowed us to quite literally be out in the public, as well as through our own social media.

“Early on, I started a blog about our creative life, which enabled us to present the story behind our work. I’ve continued this with newer platforms such as Instagram and I can’t stress enough how helpful social media has been. It helps us gauge which products work by how people react, which can be useful before committing time and money to a project.

More importantly, creating a narrative let others follow our journey – they could see the people behind the work and develop a connection.”

Post what makes you happy “I’ve always treated social media as a journal in a way, that was as much for my own enjoyment as it was for others. The challenge now is that people are more aware of engagement and likes, and it can make you lose focus. I’ve overcome those challenges by keeping my focus on always producing my best work and things that make me happy, rather than what people expect of me. This attitude has helped me to not focus on the numbers.”

Tell your own story “I think it’s so important to follow

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Arounna’s

distinctive punch needle work.

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Modern, clear

photography shows off Bookhou style at its best.

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Bookhou’s totes

are the neatest way to shift your stash.

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trends and stay true to yourself and your interests in order to let your own personal narrative develop. How you present yourself and your work, especially in real ways like your surroundings, allows you to carve out a context that others will understand and appreciate too.

“Stylistically, many Instagrammers tend to gravitate to a certain look or visual quality that allows them to create a brand of sorts, such as consistency in colour and content, which can be good. But I think it’s important to let your personality have some space too, which means balancing it with variation. You don’t want to be too repetitive – even something as simple as not always taking pictures from the same angle. Change things up every so often.”

Tailor your content to the channel “Each social media platform seems to have a slightly different audience and use.

My main social media focus is Instagram because it’s visually focused. I find Facebook is helpful for sharing articles or interesting links, and Pinterest is

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MEET THE MAKER

“I focus on things that make me happy, not what others expect” mostly other people’s pics that I pin that I find inspiring.”

Don’t be afraid to ask for help “Ever since we started Bookhou we’ve tried to grow it organically and slowly.

Coming from artist backgrounds, we were intent on exploring things from a ‘handmade’ perspective and made virtually everything in-house. It was a great way to start, but can be demanding.

Looking back, I would have accepted more help with production. It would have made for a smoother transition as we grew and would have freed up more time for extra side projects.”

Remember that everything you do is connected “Early in our business we did a lot of craft shows and markets because it was one of the only ways to meet new customers and make contacts with shops to wholesale our work. The important thing we discovered is that everything you do goes hand in hand with everything else you do.

“Craft shows allowed us to meet the people that followed us on social media and cultivate a following that supported us online. Even if some shows were better than others, we tried as many as we could with an open mind – there were always benefits in getting out and meeting people. We do fewer shows now, as selling online became more convenient and we get access to a much larger market. But the general rule is the same: to have a strong online shop, it really helps to have a strong social media presence.”

Co-founded by Arounna Khounnoraj and John Booth back in 2002, Bookhou is a Toronto-based multidisciplinary studio that emphasises natural handmade materials and small production pieces. Arounna’s first book, Punch Needle, is out now. www.bookhou.com

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STEP INTO THE WONDERFUL WORLD OF BOOKHOU “Our studio consists of several areas, including our front shop and production area, as well as a quieter, more private studio on the second floor with lots of light.

“Most of our business is from online sales, so a typical day is making sure we have items ready to be shipped. I start the day by printing out orders, which sets the tone for the day by outlining which items to make or finish in order to ship the following day.

Some things may already be in stock

but most likely there’ll be some cutting, printing and sewing to do.

“Outside of production work, I try to balance my day by spending a little time each day in the upper studio doing work I enjoy such as punch needle or embroidery. I’m a big tea drinker and I like to have a cup midday and after dinner. I usually like to listen to podcasts or have the radio on CBC – it’s our Canadian national radio station that has a variety of music throughout the day.”

DO IT YOURSELF PHOTOGRAPHY IMPROVING YOUR IMAGERY CAN BOOST YOUR BRAND AND ITS SOCIAL CHANNELS Words: KATIE ANTONIOU

Illustrator Hattie Maud schedules shots in her attic office when the natural light is at its best.

PHOTOGRAPH: JOHNNY GREIG, GETTY IMAGES

photography

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he handmade industry’s modern day success story can be attributed to many things, from a generation’s nostalgia to a reactionary movement against the mass produced and a desire for quality and individuality. But more than anything else, the internet has made selling and buying easier than ever. Sites like Etsy help you build your own virtual store while online communities spread the word about your merchandise. We’re no longer reliant on local craft fairs or restricted by the overheads of operating a retail space – the internet is our playground where an insomniac in London can buy a newly stitched sleep mask just as a seller lists it at lunchtime in Australia.

One thing that’s made this all both possible and affordable for sellers is digital photography.

A picture is worth a thousand words, as is evident in every good product shot that earns you a new customer or each Instagram post that raises awareness of your brand. The quality of photographs today, the ease with which you can

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edit them and the speed you can share them online have transformed the online presence of makers.

But with the choice of equipment and apps available, it can still feel overwhelming, especially if you don’t have any photography experience.

Kelly Rand, author of Handmade To Sell, thinks phones are the way to go. “Cameras on cellphones are really exceptional these days, and while a new phone might be more expensive than a DSLR or mirrorless camera, the learning curve is much lower, allowing you to photograph work faster,” she explains.

Elsie Larson, blogger and maker at A Beautiful Mess and co-founder of photo-editing app A Color Story, echoes this sentiment. “I live by the motto that the best camera is the one you have with you, so my phone is my favourite camera,” she says.

SPENDING WISELY If you do feel like learning a new skill, investing in a DSLR (digital single-lens reflex) camera is the

The space around your product is key too – make it work for your brand.

next step. Illustrator Hattie Maud uses one to photograph her products. “I’ve gone through various Canon models over the past decade, some higher specs than others, but have learnt to stick with the cheaper camera bodies and invest more into a good lens. My go-to for product shots is the 50mm, an essential for any creative looking to produce their own photography – perfect for all those crisp shots with a soft focus background.”

If you’re sticking with your phone then you can do most of your editing there too. It saves time if you can edit one photograph for various platforms, which is where apps like Canva come in. Kelly Rand is a fan. “Canva makes it very easy to size images for various platforms. You can also achieve this in your preferred editing app or software.”

Mandi Smethells is a fibre artist from Minnesota whose bright makes always look great in photos. “I edit photos taken with my DSLR in Lightroom on my iMac. But I may make minor adjustments in the Instagram app or with the Color Story app with smartphone shot photos,” she explains.

Hattie also edits on her phone. “For iPhone pictures the VSCO app is brilliant. For a small fee a year you can gain access to endless filters and even without the upgrade you can do everything Photoshop does in terms of increasing light, contrast, saturation and clarity.”

HARNESSING THE LIGHT Before you worry about buying expensive lighting equipment, rest assured that natural light is always best. “Set up a table next to a window and plan to shoot during daylight hours,” suggests Kelly.

“Make sure you’re not standing in between your

Hattie’s a big fan of using the VSCO app to edit her pictures on her iPhone.

light source and your set-up. Always be aware of the direction of the light to try and avoid creating unnecessary shadows.”

Mandi thinks nature does the best job too. “I definitely would say the best advice that anyone will ever get is to use natural light. No matter what equipment you’re using, the lighting conditions are

PHOTOGRAPH: MANDI SMETHELLS

PHOTOGRAPHS LEFT AND RIGHT: HATTIE MAUD

photography

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SHOT SETUPS

going to determine if the photo will be successful.

Don’t take pictures at night or in harsh lighting.

I shoot near a large window that has an eastern exposure, but there’s also a north-facing window in that room so it’s not too harsh and the lighting is even.

“On cloudier days, or to even out lighting, I’ll use a Speedlite flash on my Canon DSLR (aimed at the white ceiling or the wall behind me). If I’m shooting in a spot with lighting that’s coming in too strongly from one direction, I also have a disc reflector – a large white panel that can be positioned to bounce light back on to your subject, and provide more even lighting.”

Relying on natural light might sound risky, but with careful planning it’s still your best bet.

“I literally ask Siri every morning what the weather is like!” Hattie confesses. “When working with natural light it’s really important to suss out the weather for the week and try and schedule around that – hours and afternoons wasted have taught me that.”

PHOTOGRAPHS ON THIS PAGE: MANDI SMETHELLS

Mandi Smethells edits her photos with the Instagram or Color Story app.

Styling your images can also seem like an overwhelming task, with so many different ways to present your work. Hattie recommends consistency, allowing all photos to represent your brand accurately, wherever they’re taken.

“I shoot my product shots in our attic – where my office is flooded with natural light – setting up the trestle table and then playing around with textures, shapes and form until it feels right – authentic and true to the integrity of my brand,” she says. “Technically the best advice I’ve ever received is to shoot with plenty of space around an image and to make sure that space around the focus point is something you’d want in shot.”

Including more than just the product itself can help tell your story. Hattie goes on, “I think it’s human nature to want to find out more about who

Showing hands in her shots is a powerful way for Mandi to convey the scale of her pieces and highlight the handmade nature.

PHOTOGRAPHY: HTTPS://KARAMAINTERIORS.COM

Karama Interiors founder Hoda J shoots the whole room where her product is placed so her audience can visualise it in their home.

photography

STARTER PACK ALL YOU NEED TO CREATE PRO PHOTOS YOUR AUDIENCE WILL LOVE

The basics A smartphone with a good camera, a DSLR or both.

Canon and Olympus are brands that both come highly recommended.

Lightroom and VSCO Hoda is a fan of Lightroom. “If you can’t afford a DSLR camera invest in Lightroom presets. They really save time when it comes to editing a photo.” VSCO is also hugely popular, particularly for Instagram.

Photoshop Maybe you already know how to use Photoshop and don’t fancy buying or learning anything new. Don’t worry, this is the most famous image editing software for a reason. It’s a solid investment.

A Color Story Elsie Larson’s app actually makes editing your photos fun, with new filter packs designed by guest collaborators added all the time.

Tripods & bluetooth button Tripods and side arm attachments for cameras or phones can allow you to achieve overhead photos, process shots and pictures of yourself. Get hold of a Bluetooth button to remotely operate your camera or phone, particulary useful for self portraits.

Kat Flint’s customers love to see how her linocut prints are made so she includes the tools of her trade in her photographs.

you’re buying from and a bit about their lives, so sharing this in a careful way while maintaining some privacy is really rewarding on social media.”

Mandi also favours the human touch: “I like to include my hands, or my children’s hands, to provide scale, and remind the viewer that there is a person behind all of the work I do.”

PHOTOGRAPHS: KAT FLINT

SHARING YOUR STORY

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Linocut printmaker Kat Flint has found that people love to see how her work is made. “I’m not a natural photographer, but I think I have a fairly good eye for the little things that might be of interest to printmaking fans. I like to play with angles, close-up shots of intriguing details, big smudges of colourful ink, process shots that give me an excuse to share tips (or ask for them!) and jumbles of printing gear on my desk. I like to see

evidence of the skill involved in the making of an item, For handmade items, we have to justify a higher price than for mass-produced products and storytelling has such a huge part to play in that.”

The importance of the background shouldn’t be overlooked. Hoda J is a design psychology expert and founder of Karama Interiors in New York.

“When you have an interiors product, people like to see the whole room where the product is placed,” she says. “For example, for my pillows, instead of a close-up shot I like to show the whole living room, with the couch and the pillows placed on it. My audience loves when they can imagine themselves in that space with the products.”

But you don’t have to kit out an entire room to show your work. Jen Hewett is a printmaker in San Francisco. Her go-to background is a simple tabletop from Ikea, which she stores behind a door when she’s not using it.

“A lot of my work is on oatmeal-hued fabric, and the white background makes it pop,” she explains. “And because my work is often botanical,

PHOTOGRAPH: JEN HEWETT

I try to feature fresh flowers in my shots as often as possible.”

Flowers are a popular prop for Elsie too. “I prefer my photos not to look too staged, and taking them mainly inside my home gives them a similar vibe and colour scheme. I love fresh flowers, wood objects, handmade pottery and vintage glassware.”

Investing in props is one option, but don’t overlook the basic equipment you use every day – the secret to fascinating photographs is probably already in your studio. Kat says, “The tools of my trade feature heavily – carving tools, ink rollers, various pens, my press – largely because people always ask me what I use for various tasks and I find it easier to just show people!”

Hoda J Founder of Karama Interiors, New York https://karamainteriors.com Elsie Larson Co-founder of A Color Story app and A Beautiful Mess blog www.instagram.com/elsielarson Kelly Rand Author of Handmade To Sell, San Francisco www.kellyrand.com Kat Flint Linocut printmaker, London www.instagram.com/flintkat

PHOTOGRAPH: JEW HEWETT

PHOTOGRAPH: HTTPS://THELARSONHOUSE.COM

Elsie Larson co-founded editing app A Color Story: add simple design, brushes, text and stickers to your photos on the go.

Printmaker Jen Hewett loves to use fresh flowers as props in her photos, to chime with the botanical subjects of her prints.

Mandi Smethells Fibre artist, Minnesota www.mandismethells.com Jen Hewett Print maker, San Francisco www.instagram.com/jenhewett Hattie Maud Yorkshire-based illustrator www.hattiemaud.com

photography

BUILD YOUR BRAND FOLLOW OUR ESSENTIAL GUIDE TO CREATING STAND-OUT IMAGES AND CONSISTENCY ACROSS YOUR SOCIAL MEDIA

Avoid trends “Avoid overly staged photos that rely too heavily on a trend,” warns Kat. “I see so many of them, and while they can look good individually, it can be hard to tell the creators apart. They all start to merge into one.

Be true to your own work.”

Don’t over-edit “Don’t over edit your photos to the point where you’re distorting colours or textures,” says Mandi.

“Ultimately your customers are going to be making buying decisions based on your photos, so you want them to accurately represent what you have made.”

Find your own style

Be consistent Approach your feed as an overall image, not just lots of individual ones. “Don’t feel the need to post everything you see and do,” says Hattie. “I set up a separate account for my love of gardening, for example and just general life stuff which I want to share with others but not necessarily to the Hattie Maud audience.”

Mandi finds it helpful to have a formula of sorts to make her brand cohesive across social media. “For example, some of the types of photos I take are a single wall-hanging on a neutral background, a single wall-hanging on a wood background with prop or hands, and an in-progress shot on a velvet background,” she explains. “This gives me enough variety to take a broad range of photos, but overall will lead to a consistency in my social media feed.

PHOTOGRAPH: KAT FLINT

“Think about the photos you’re drawn to on Instagram and save them for reference,” advises Jen. “Figure out what draws you to them. Practise, and don’t expect to hit any level of perfection early on.”

Hoda encourages practice too: “In my early years, I would do tons of research and not enough execution.

The best way to learn is if you just do it!”

Develop a photography style that’s recognisably your brand and represents your products accurately.

Each photo can be unique, but will be recognisably mine and work well with the other photos I upload.”

Captions and tags Captions can take your picture to another level of engagement. “Your products are your creations that were made with heart and soul, so write meaningful captions under your photos and share your personality with your audience,” says Hoda. “Customers love connecting with real people, not faceless brands.”

And remember to encourage people to tag you on social media when you send out orders.

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image editing

EDITING IMAGES ON YOUR PHONE SARA TASKER, AKA @MEANDORLA, SHARES HER ADVICE FOR ENHANCING IMAGES ON THE GO

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diting for Instagram on my iPhone is quick, easy and fun, and I get to preview the images exactly as they’ll be seen – on a small screen in the palm of the hand. Phone editing apps tend to be geared towards the Instagram style of editing, too, offering moody, vintage presets and quick-fix tools for the casual photographer who doesn’t want the trouble of learning Photoshop or Lightroom.

Best of all, editing on my phone means I can shoot, edit and share images in real time from pretty much anywhere in the world. Once you’ve experienced the freedom of working on the go like this, it becomes increasingly hard to justify dragging your bulky laptop with you on trips, holidays and photo shoots!

There are a range of simple ways to get your images from an external camera to your phone if you’re shooting that way. If your camera is wi-fi- or Bluetooth-enabled, it’s simple to pass them across.

Failing that, use a wi-fi memory card or upload the images to your computer and share via a service like Dropbox or Adobe Cloud to your phone.

The Instagram app comes with its own simple editing tools, but there’s a whole spectrum of fun to explore in your app store, too.

There’s an overview of the editing apps I find myself using and recommending most often on page 26. It’s fine to just choose one or two that work for you and stick with those – there tends to be a lot of overlap between functions in any case, so it’s mainly about finding the one that feels most comfortable and intuitive, and the best fit to the way you like to work.

I’m aware that no sooner will I put these down in writing than the market and technology will change, so by all means do your own research, too.

These are my favourites that have been a part of my repertoire for the last four or more years, and that I have faith will continue to move with the times and stay useful in future.

Whichever editing app you decide to use, there are some general principles to bear in mind as you’re working on your photos…

BRIGHT AND CLEAR Before beginning any editing on your phone, first make sure that your screen is clean, your brightness setting is turned up and you don’t have any nightmode or accessibility filters changing the colour of your display.

START WITH THE FIXES If there’s anything ‘wrong’ with the image that you’d like to fix, work on this first. I usually go in and straighten any perspective issues and crop, before moving on to any other tweaks.

PAY ATTENTION TO WHITE BALANCE Getting the ‘temperature’ of your light as natural as possible before you apply any presets or filters is key to a consistent result and a harmonised style to your editing. Artificial light and sunlight on a bright day tend to be at the more yellow or ‘warm’ end of the scale; natural daylight filtered through

“The process of editing on a phone has recently evolved to the point where it almost parallels desktop editing. The Lightroom app is wonderful for basic corrections and colour grading, and Photoshop Mix is great for adding layers and special effects such as clouds, birds or anything your imagination can conjure.

Phone editing gives you a better indication of how the colours will appear on your feed, while transferring desktop edits can lead to a change in colour when viewed on a phone screen.” @monalogue, UK

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image editing

01

02

before 01

after

The original shot

is great, but the water looks a little muddy, and those leaves in the top-right corner are too prominent.

02

The whole image

now looks less ‘murky’, the focal point is clearer, and the light source is brighter.

SOCIAL MEDIA MOLLIEMAKES.COM 25

image editing

clouds is more blue or ‘cool’, hence those bluehued daylight simulation lightbulbs you can buy.

5 PHOTO-EDITING APPS TO TRY

DON’T OVERDO IT Too much of any tool or setting can nudge an edit over into jarring, and detract from (instead of enhancing) your finished image. Look for options in your favourite app to dial down the strength of presets, and use a light touch when editing.

DON’T UNDERDO IT EITHER Sometimes people think it’s ‘cheating’ or less honest if they do anything but post their images directly from the camera, unchanged. The truth is, post-production is as much a part of the process of modern photography as taking the photo to begin with! Most image presets came about from ‘film emulation’ technology, with digital photographers trying to recreate the variety in tones and finish that different types of film could deliver. With digital photography, we simply make this decision after shooting, instead of before. In apps like Instagram we tend to tune into processed imagery, and anyone sharing an unedited photograph can find they look a little underwhelming and ‘unfinished’ in this context.

FIND YOUR FAVOURITE PRESETS While I don’t think you have to be loyal to just one preset, or even one app, it pays to know your old favourites and roughly what sort of result you can expect when using them.

ADD YOUR FILTER LAST For predictable and reliable results, it’s best to work on all your edits and tweaks to the basic image, then add your preset or filter as a final step.

Sometimes there’ll still be a final adjustment or two afterwards, but it’s much easier to see what a preset changes when you’re working with a clear baseline image underneath. This is also true if you’re going to do any object removal or digital manipulation techniques. Adding your preset last will help harmonise the effect and keep things looking as natural as possible.

VSCO Available on iPhone & Android My first choice for smartphone editing, VSCO offers a range of buyable preset packs comprising different moods, styles and aesthetics. Look out for occasional limited edition presets, and special offer periods where you can get the whole range at a discounted rate. The editing tools are all free and are solid and reliable, but some users complain it’s a little bit counter-intuitive and tricky to navigate at first.

Great for: Any general post-production fixes. Adding a sense of mood and ambience to your imagery. Generally preferred by people who favour darker, shadow-filled or more muted imagery.

A Color Story Free, with additional options and presets at a cost. Available on iPhone & Android This app was developed by the blogging duo at A Beautiful Mess specifically for editing images for Instagram. A Color Story (note the American spelling) is similar to VSCO, but is generally preferred by creators with a brighter, more colourful aesthetic. There are in-app purchases available for additional presets and tools, and ways to tweak your imagery. Includes curves, bokeh (out-of-focus aesthetic) and other fun features.

Great for: Any general post-production. A bright, colourful aesthetic. Creative edits.

Photoshop Lightroom Available on iPhone & Android From the team behind the gold-standard desktop software Adobe Photoshop and Lightroom, this app aims to offer the most popular editing tools in one app. It’s not the same as the desktop version of either program, but regular users love being able to share presets across both versions and transfer images using Creative Cloud.

Great for: Applying presets you have stored on your desktopediting software.

Snapseed Free. Available on iPhone & Android Snapseed breaks the mould in offering editing tools and options the other apps don’t. It’s also completely free, and always worth having on your phone for any especially tricky fixes. The presets aren’t my favourite, but it’s easy enough to fix a photo in Snapseed then quickly apply a filter in VSCO or one of the other apps above.

Great for: General post processing, tricky photo fixes and more complex edits. The brush tool for exposure, saturation and dodge/ burn is especially brilliant.

TouchRetouch This is an edited extract from Hashtag Authentic: Finding Creativity And Building A Community On Instagram And Beyond by Sara Tasker, White Lion Publishing (RRP £16.99) Photography © Sara Tasker

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Available on iPhone & Android This cheap and nifty little app works to remove unwanted lines or objects from any image on your phone. A little like using the Photoshop clone and blemish tools, but more intuitive and less labour intensive, with surprisingly convincing, quick results.

Great for: Removing pylons, telephone wires or background strangers from your shots.

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leading craft and lifestyle brand mollie makes has had a makeover! take a fresh look and you'll find: NEW CRAFTS AND LATEST TECHNIQUES UNIQUE IDEAS FROM MODERN MAKERS INTERIOR UPDATES AND INSPIRATION HOW TO CRAFT THE CURRENT TRENDS ALL YOU NEED TO LIVE A CREATIVE LIFE

Fanny’s studio where she displays the materials she uses and sells, plus a couple of finished pieces – a wall hanging and a textured pouffe.

WE TALK TO FANNY AND FIND OUT HOW HER MACRAMÉ GREW FROM A HOBBY INTO AN ALL-ENCOMPASSING PASSION

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wedish macramé artist Fanny Zedenius is truly a one-woman show. Working from her studio – a corner of her living room in her “rather small” but beautiful home in Stockholm – Fanny hand-makes macramé art for her business, Createaholic. She sends orders to clients all over the world, working away to loud music to keep her inspired: “I mostly listen to songs from the 60s and 70s, but recently I’ve listened to a lot of classics from the 90s!” What started as a passionate hobby has gone from strength to strength, with Fanny even releasing a book, Macramé - The Craft Of Creative Knotting For Your Home, in 2017.

What makes Fanny’s work stand out from the rest – besides it being aesthetically stunning – is the passion that shines through every creation. “I would never make anything I don’t love myself and if someone else likes what I do, it almost feels like it’s just a really

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meet the maker

PHOTOGRAPHER AND DESIGNER-MAKER JESSICA MARQUEZ SHARES HER TOP THREE TIPS FOR SOCIAL MEDIA Don’t be afraid “We are real people putting our creativity out there – it’s a vulnerable and necessary part of being a maker now. I try to be as authentic with my own personal voice and point of view as I can. Sharing my work on social media gives me an opportunity to generate excitement and ultimately help grow my business.”

Try to plan ahead wherever possible “I spend a lot of time working on my images and text, but I could really benefit from working more strategically on an editorial calendar. I’ll share what I’m working on at the moment and that’s fun in a way, but also disruptive. Since I genuinely hate typing posts on my phone I use an app called Later to plan some of my posts and type them up on my desktop computer instead.”

MEET THE MAKER

JUST JUMP IN WITH JESSICA MARQUEZ Words: SARAH GANE Photographs: JESSICA MARQUEZ

28 MOLLIEMAKES.COM SOCIAL MEDIA

When it comes to photography it’s okay to experiment “My style has changed over time, just as my products have changed. I remember in my early days using a rich, warm wood backdrop for all my product pictures, and now I lean towards brighter whites and cooler tones. Pay attention to the feedback your audience gives you to help you connect with what’s working. I like using Snapseed to edit my photos, since it’s free and feels the most like Photoshop to me from all the photo apps I’ve tried.”

Miniature Rhino is Jessica’s embroidery and tutorial business. www.miniaturerhino.com

meet the maker

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01

Jessica’s

distinctive Sashiko stitching makes for eye-catching images across social media.

02

The photo-

editing app Snapseed has

02

helped Jessica get the look she wants.

03

Jessica’s

03

photography styling has evolved since she started her business, moving towards a brighter, cooler feel.

ABOUT JESSICA Jessica Marquez is a California girl living in Brooklyn, NY, with three cats and her pup, Kuma. She recently wrote a Sashiko craft book called Make + Mend (published by Ten Speed Press), and she also teaches classes in person and online, as well as running a creative embroidery-based business.

She started her business, Miniature Rhino, just for fun back in 2008.

SOCIAL MEDIA MOLLIEMAKES.COM 29

ILLUSTRATION: KATIE HOUSLEY

WHAT’S IT WORTH? PRICES IN THE CRAFT WORLD VARY SO WILDLY IT CAN BE HARD TO KNOW HOW TO SET THEM. HOW DO YOU VALUE YOUR WORK, BOTH IN TIME AND MONEY? Words: LOTTIE STOREY Illustration: KATIE HOUSLEY

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our first paid commission is a special moment in every maker’s journey – the realisation that not only do people like your work, but they’re willing to part with cold, hard cash to take a piece of it home.

If you want to turn your hobby into a moneymaker, the obvious routes are selling at local craft fairs or setting up an Etsy shop. Pricing your work can be a headache, though. “What’s it worth?” is a very different question to “What does it cost?” and many newly professional crafters struggle to realise their value.

It’s easy to fall into the trap of taking raw material costs and rounding up to an amount that fits with high-street prices, without factoring in any profit. Crafters have a tendency to underestimate what their time is worth, often because doing what you love doesn’t feel like something you can justify as work.

Laura Redburn (www.cardboardcities.co.uk) agrees. “When you’re making for yourself, it’s because you feel the urge. But when you’re making for a professional commission there are set parameters, which can leave you feeling conflicted.”

The key is to think of time spent crafting as you would time spent doing something you don’t enjoy – just because it’s fun, it doesn’t mean there’s not a value attached. Cost in how long it takes to create your pieces at a rate above minimum wage (currently £8.21 per hour if you’re over 25) so you’re recognising your work fairly.

TOT IT UP

“Costing is only the first part,” explains Patricia van den Akker of the Design Trust (www.thedesigntrust.co.uk). “Pricing is also based on the quality of your work and materials, your profile and branding, where you position yourself in the market, what others charge in your market, what clients are prepared to pay and what they value – there’s no standard answer! If you undervalue yourself and undersell your work though, you won’t make a living, or be taken seriously.”

What advice would Patricia offer to crafters looking to transform their passion into a business? “You need to do your research into what others charge and take into account

retailer commissions if you’re planning to sell wholesale,” she explains. “Find out what your annual business costs are and what (realistic!) salary you want, then look at how many products you need to sell a year, and at what price to cover your costs and salary.”

One crafter who’s taken this approach to a new level is Sarah Corbett, founder of the Craftivist Collective (www. craftivist-collective.com). Her salary is paid by supporters of her Adopt a Craftivist campaign, who have pledged enough to support Sarah on the Living Wage (the London rate is 3.7 per cent higher than the minimum wage). “It still makes me uncomfortable to ask for money,” she says, “but to be a skilled and effective craftivist and sustain myself I need shelter and food like anyone else. It’s important people value your input in the world.”

Sarah’s calculations include the time taken to deliver a piece of work, her years of experience, and the resources needed to deliver the goal. “Finally, I try to factor in what individuals or organisations can afford without causing me financial strain,” she explains. “It’s not healthy to work myself into the ground helping others and then burning myself out.”

R.E.S.P.E.C.T.

So what about those who’ve turned craft into a career? Is there an inherent respect afforded here to aspire to, even if you’re operating on a smaller scale? “Craft is a skill that is highly valued but a word that is often shunned in the fashion world,” says fashion designer Katie Jones (www.katiejonesknit. co.uk). “I fell into being a designer but grew up with craft.

I think if it’s something you’ve always done you don’t value what you can do, as it comes so easily. What I’ve learnt is that, for most, it doesn’t. It’s very much a dying art, and one that I spend a lot of my time teaching others.”

So what exactly is it about craft that Katie sees as so valuable? “Being able to make something from nothing is one of the best things in the world,” she says. “Producing an item yourself makes it a luxury product. It’s bespoke!

It’s couture! Embrace your power to create beauty.” That’s something that’s truly priceless.

SOCIAL MEDIA MOLLIEMAKES.COM 31

create a website

The WordPress dashboard is easy to use so you can start creating posts quickly.

DO IT YOURSELF WEBSITES GET HANDS-ON AND CREATE AN ONLINE PORTAL FOR YOUR BUSINESS Words: SARAH GANE

W

ith so many social media channels to choose from, it can be helpful to have one place where the bios all link back to: your own website. There you can sell items online, showcase your portfolio, update a blog, have a newsletter sign-up or simply tell your brand’s story without any limitations on your character count.

There’s no doubt that for some people the idea of creating a website can be incredibly daunting – the technical terminology, glitchy code, the fear of doing something wrong… And if that’s the case, it would definitely be worth you investing in the services of a web designer who will guide you

A QUICK GUIDE TO CONTENT EVERYONE’S DESIGNS WILL BE DIFFERENT, BUT HERE ARE SOME PAGES YOU MIGHT WANT TO CONSIDER IN YOUR WEBSITE’S LAYOUT • About: tell the story about you and your brand. Don’t forget to include photos!

• Contact: most site builders have an easy form template you can customise.

• FAQs: save yourself a bit of time on emails and store frequently asked questions here.

• Terms and conditions: whether you’re running workshops or selling items, these will come in handy.

32 MOLLIEMAKES.COM SOCIAL MEDIA

through the process. However, if you don’t have the budget to pay someone or are simply curious to learn more, it really has never been easier to get started. There are loads of browser-based tools to choose from.

WHAT’S ITS PURPOSE?

Before you begin, it’s helpful to sit down and work out a few things. Start by figuring out what you need your site to do: will it be a shop front, gallery, blog or simply provide more information about the products and services you sell? Consider your customer’s journey through the site and what they might expect to see and do while they’re there. Use paper and pen to map this out and draw up a plan of action.

Next it’s budget: how much can you afford to spend each month or year? While many of the service providers do offer free trials, these are normally limited in functionality until you upgrade them. As you’d expect, greater savings come when you buy the annual plans. Cost-wise, common expenses you’ll encounter are the domain name and hosting.

Having said that, some sites offer these services as part of a package. It’s worth spending a bit of time researching in the beginning (as well as looking for discount codes) before investing. If

create a website

With Wix you can easily drag and drop elements to build your own design.

Squarespace has an impressive selection of professional and stylish templates to choose from.

you’re setting up an online shop, don’t forget to look into the fees for ecommerce functionality as they can vary from service to service.

Another thing to consider in the planning stages is whether your domain name is actually free.

Ideally, it should link to your business’s name, but you could adapt it slightly or choose a relevant suffix (.com or .co.uk, for instance) if that isn’t available. The main thing is to keep it as short as possible, memorable and easy to spell.

TOOLS TO TRY

When it comes to choosing how to build your site, there are lots of platforms to start with. Each one, has its own set of pros and cons, which will largely depend on you and your business’s requirements.

Here are a few pointers on some of the most popular, but this list is by no means exhaustive, so feel free to explore and see what works for you.

Wordpress (www.wordpress.com) is a popular choice and for good reason: it’s relatively easy to use, has a brilliant selection of customisable themes and you have access to a great support network if you get stuck. Its pricing plan is clear, flexible and affordable, offering a range of options and features with each price bracket. Ecommerce fees vary, so it’s worth researching this.

Squarespace (www.squarespace.com) is another great platform to try. Its interface and themes are stylish and easy to use. What’s more, the plans are straightforward: just choose Business or Personal.

Once selected, you’ll see its range of designs are beautiful and really geared towards the creative industries. It’s not cheap, but its ease of use offsets that. Ecommerce functionality is straightforward too, but there is a three per cent transaction fee.

Wix (www.wix.com) offers you the chance to easily build a website or store, again in a range of

price brackets. There are loads of templates to choose from – most are pretty contemporary in design and style. Ecommerce options are available in three price tiers, but additional sales fees aren’t charged, which is nice.

Weebly (www.weebly.com) has a similar set-up to the others mentioned, along with a three per cent transaction fee for Starter or Pro accounts (not if you upgrade to Business/Business Plus accounts).

Much like the other companies included here, the theme designs are modern, stylish and responsive, but largely reliant on decent photography to catch the attention of the visitor.

CONTENT COUNTS

Ultimately, though, whatever platform you decide upon it’s the content that matters. Consider what you’d like your visitors to get from the site. Do you want them to see your products straight away? Or perhaps you’d rather tell your brand’s back story and reveal a little more about your ‘ingredients’ or working practices.

Planning this all out beforehand can be helpful so you know what’s needed before you start, particularly if someone’s designing the site for you.

Keep your brand’s tone of voice and style – and your audience – in mind as you write, and finalise the layout to ensure it all ties together beautifully.

GLOSSARY YOU’LL COME ACROSS COMMON KEY TERMS ACROSS THE DIFFERENT PLATFORMS. GET TO GRIPS WITH THEM HERE… • Domain: your website’s name and its suffix (.com/.co.uk/.co etc), which in turn forms its address. For example: molliemakes.com.

• Hosting: a bit like paying rent to another company to display your site and its contents.

• Navigation bar: this is essentially signposting around your site.

Keep it simple.

• Responsive: if a website’s design is responsive, it means it’s flexible and can instantly adapt and adjust to whatever platform it’s being viewed on – an iPhone-sized screen or a large monitor, for example.

An easy way to test this is by reducing the size of the browser window on a desktop computer – you should see it go from full-size to tablet to iPhone size pretty quickly.

SOCIAL MEDIA MOLLIEMAKES.COM 33

designing

DO IT YOURSELF DESIGN WANT TO CREATE SLICK CONTENT FOR YOUR BLOG OR BUSINESS? TRY THESE CHEAP, EASY-TO-USE APPS Words: SARAH GANE

W

hile there’s no substitute for the time, knowledge and attention to detail you’ll get from collaborating with a talented designer, if time and budgets are tight, online apps and software can really help you produce great-looking online content in a flash. We take a closer look.

CANVA Canva is an easy-to-use online design tool, which offers you the chance to create social media content to brand kits. The fonts, colours and imagery in the templates feel contemporary and there’s loads to choose from. Everything from posts, stories, banners and graphics for Facebook, Instagram Blog, YouTube and LinkedIn through to Pinterest and Tumblr is catered for here.

Whether you choose to personalise one of the ready-made documents or create something custom, the controls are easy to use. Even if you find most design software daunting, Canva is an accessible platform that encourages you to play.

Once you’ve set up your account, you can use the free option with limited features for as long as you like. Upgrading to Canva For Work means

READY-MADE GRAPHICS CREATIVE MARKET This website is essentially a storefront for ready-to-use design assets from a wide range of independent creators. Get your mitts on everything from branding mockups and MailChimp email newsletter templates to gorgeous fonts, icons and logos. Whether you buy individual items or bundles of brilliant assets, most of the content is both on-trend and very affordable. You can also access a bunch of lovely free downloads on a regular basis, which are definitely worth saving for future use. www.creativemarket.com

34 MOLLIEMAKES.COM SOCIAL MEDIA

you’re able to do things like resize designs, upload custom fonts, have access to more free photos, illustrations and templates, plus more. It also comes with its own app for Android and iOS, so you really can work on the go. www.canva.com

KLEX Klex is another stripped-back design tool that’s available online for free. Made by the same team that created Gravit Designer, its controls are relatively straightforward to use. While functionality is pretty similar to Canva, if we’re being honest it doesn’t look as nice and it can take a while to find a decent template. The interface is also a little less intuitive when it comes to creating new imagery.

Having said that, Klex is free so you can export and resize at will rather than upgrading for a monthly fee to unlock those options. At the time of writing, there isn’t an app to download and its tools haven’t been fully optimised for smartphones (tested on an iPhone), so it makes editing graphics on the go a bit tricky. If you’re watching the pennies and don’t mind working on a desktop or laptop, Klex is worth a try. www.klex.io

ADOBE SPARK Adobe Spark is another accessible design platform aimed at creating social imagery and more for your business. As you’d expect from Adobe, Spark’s interface is both intuitive and slick, enabling you to create beautiful business graphics with ease.

Yet you can only get so far on the free trial before the ‘upgrade’ prompt. To unlock more options, create from branded templates and themes, and remove the watermark, you’ll need to opt for a monthly or yearly plan. At the time of writing, it’s roughly £10/$10 a month. You can also download an iOS/Android app, which is a bonus. spark.adobe.com

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shows and fairs

HEADING TO MARKET HOW MEETING YOUR CUSTOMERS FACE TO FACE CAN HELP GROW YOUR FOLLOWING AND YOUR BUSINESS ONLINE Words: SARAH GANE

SHOW SELECTION

PHOTOGRAPH: ROO-TID.COM

Deciding which shows to sign up to can be daunting. With so many to choose from, and with limited time and budgets, how do you know where your money is best spent? For Carly Stalker, creative director and co-founder of the homewares and gifts brand Roo-tid (www.roo-tid.com), her initial strategy was to go with the biggest events she could find. “A few thousand pounds later (big shows are expensive!), I soon realised how important it was to do my research,” she says. “It

Roo-tid’s distinctive designs stand out at events.

36 MOLLIEMAKES.COM SOCIAL MEDIA

PHOTOGRAPH: ROO-TID.COM

A

s any small business owner will know, the juggle is real. Once you’ve created your lovely products, finding time (and energy) to market them, be a customer service representative, postage and packaging whizz, accountant, office manager and all the other job roles can be exhausting. So when it comes to shows and markets, it can be tempting to restrict sales and promotions to online only.

However, events can really help connect you with your audience and customer base in new ways, as the founder of Crafty Fox Market (www.craftyfoxmarket.co.uk), Sinead Koehler, explains. “Aside from the opportunity to make sales, craft markets are a really valuable way to gain feedback on your products – that instant reaction you get when someone picks up your product,” she says. “It helps you get to know your customer and learn how to reach them effectively.”

Carly Stalker’s Roo-tid stall shows all her products clearly.

seems obvious now, but it’s easy to get carried away with impressive footfall figures. I’ve since learned to ask myself, what type of customer will be attending the shows? Are they there to shop or is it more of a day trip?”

These good and not-so-good experiences helped Carly to build a strategy for the following year. She mapped out the larger shows closest to her, which helped to identify the main show seasons. Then, from those, she picked some medium-sized shows suited to her products and target audience. “Once I had a few solid blocks across summer and Christmas, which are the two most important seasons, I started to dig a little deeper to find much smaller, community-based craft shows.

“Finding good-quality craft fairs that are based in a small community is like gold dust,” she continues. “Not only are the organisers some of the nicest people you’ll meet, but 99 per cent of the time the customers are there to actually shop and to show their support for a handmade business.

You’ll be amazed at how the right event for your business can make a dramatic difference to not only your trading figures, but also an increase in social media, website traffic and sales.”

shows and fairs

THE APPLICATION PROCESS Once you’ve settled on your list of events, it’s time to prepare your application. Gina Krstic, show manager of The Handmade Festival (www. thehandmadefestival.com), offers her advice: “The main thing to keep in mind is to include as much detail as you can in your application. Having an easy-to-use website and professional photos on social media plays a big part too.”

For the Crafty Fox Market’s founder, Sinead, the manufacturing process is also important. “Our criteria is that products should either be handmade by the applicant or produced on a small scale in the UK, based on the designer’s original designs.”

Pricing and photography are also important factors to consider, as Sinead explains: “Our markets are free to attend and attract a wide variety of people, so we also look for products that are well priced and will appeal to our audience.”

PLANNING YOUR STALL So you’ve secured your place and are getting ready for your first event. How can you stand out from the crowd? “I would recommend building height into your display as this will enable you to show more products and it usually looks pleasing,” says Sinead. “Think about how you present your stall and if there’s any way you can demonstrate your craft. The challenge is to communicate your story and show what makes your products special.

Perhaps this could be done with props.”

Ensure you back this up with your business’s branding too. “If a shopper is familiar with your brand online, you want them to be able to recognise your stall from across a crowded room,” Sinead explains. “So think about signage and how to make your stall match your online persona.”

Roo-tid’s Carly found it helpful to spend a bit of time researching, mapping out and mocking up her set-up beforehand. “After visiting a few craft fairs as a customer, noting what made me feel comfortable, uncomfortable and also watching how other people interacted with the different spaces, it became clear I needed to focus on the functions of my products,” she explains.

Specialising in homewares, including aprons, oven gloves and tea towels, she figured out that hanging them up would work best. “It’s made my stand more approachable, dramatically improving the interaction I get with customers and, as a result, better sales!” she says.

Subscribe at molliemakes.com

Crafty Fox Market at Mercato Metropolitano.

Some events attract big names such as Kirstie Allsopp.

PREPARING FOR THE BIG DAY On the day of any event, the main thing is to keep calm and enjoy yourself, but don’t forget the practical considerations. “The obvious things you need to think about are to make plenty of stock, ensure you have lots of change, invest in a portable card machine (iZettle is pretty good) and always carry a bottle of hand disinfectant!” laughs Carly.

It’s also important to keep energy levels up, Sinead advises: “It’s always wise to bring lots of snacks and a drink to keep you going.”

And try not to put too much pressure on yourself. “It’s not always about sales on the day,” says Sinead. “Our traders often report a spike in online sales afterwards and, of course, you never know who’ll walk through the door on the day. The more promotion you do in advance, the more your customers will come and seek you out.”

Another way to maximise opportunities at an event is business cards and giveaways, Carly tells us. “Each market shouldn’t stop once you’ve packed away,” she says. “Use your time to not only sell items, but to also raise brand awareness. Hand out business cards to people who show an interest in your products and get them to sign up to a giveaway – you’ll be surprised how many people will visit your website, Etsy store and social media after an event. Imagine their happy faces when you send them a newsletter all about your brand, products and announcing a giveaway winner!”

SOCIAL MEDIA MOLLIEMAKES.COM 37

38 MOLLIEMAKES.COM SOCIAL MEDIA

ILLUSTRATION: KIMBERLIE CLINTHORNE-WONG

build a community

SPREADING THE WORD CONNECTING WITH OTHERS WILL HELP YOUR BUSINESS AND PROVIDE SUPPORT (AND FRIENDS). BUT HOW DO YOU BUILD A COMMUNITY ON SOCIAL MEDIA? Words: SIAN MEADES Illustration: KIMBERLIE CLINTHORNE-WONG

A

re you on Twitter? You have to be on Twitter. What about Instagram? You have got an account, right?” These days everyone from your mum to your next door neighbour is a social media expert.

Everyone talks about how important it is for building creative projects and growing a small business, without really expanding on the details of what managing that really entails.

The truth is that social media for businesses is hard work and, as platforms become more saturated, being seen and building an engaged community is becoming even harder. You might be able to fire off funny tweets when it’s your personal account but managing your professional platforms can be overwhelming and can feel like a full-time job on its own. We talked to some brilliant women with creative projects and businesses about how they approach their social media communities so you can follow their advice and start to see the results you want.

ONE TRUE VOICE Understanding your audience is key to figuring out where you should be concentrating your efforts.

Everyone will tell you that you need an Instagram account but if your target audience favours another platform, then you need to focus your attention there. Don’t follow what everyone else is doing, do what works for your business – you’ve only got so much time in the day.

One of the biggest parts of any brand is knowing your tone of voice. Whether you’re using social media to build your personal brand or grow a small business, the words you use in a tweet are just as important as any copy you write on your website.

It’s easy to emulate other successful brands on social, but they’re successful because they’ve found their voice and they know their audience. If your brand is sleek and sophisticated, an overwhelming use of emojis and exclamation marks just isn’t going to work for you. Similarly, if you’re building a really creative and playful brand but your updates are the opposite, everything will feel at odds.

Sometimes it takes a little time to get the tone just right, so keep trying and don’t be afraid to play around with your approach.

KEEPING IT REAL People talk a lot about authenticity in social media but it’s important to realise that we’re never sharing the whole truth. We share a glossy version of our lives and that’s not always a bad thing: no one wants to see your huge pile of laundry, no one really cares about your walk to the shops to get a pint of semi-skimmed. Authenticity doesn’t mean you have to lay yourself bare, but it does mean you have to believe in what you’re posting. The best way to do that is to love what you’re sharing and to be inspired by it.

Rachael Gibson, creator of popular Instagram account @TheHairHistorian, knows the importance of being excited about what you’re sharing. “When you’re trying to build up a profile and an audience, the last thing you want is for it to feel boring,” she says. “My Instagram is an extension of my big loves in life, which means it never feels like hard work. I think that enjoyment is also really apparent to followers when it doesn’t feel forced.”

GOT YOUR NUMBER How many followers you have used to be a big indicator that you were doing something right and from the outside at least, social media is still measured in numbers. But it’s not the whole story.

People can fudge the numbers and many ‘influencers’ do, so authenticity becomes even more important. When you can buy thousands of fake ‘followers’ for a few pounds, the value of that huge number is questionable. Ask yourself this: would you rather have 100 followers who cared about everything you posted and became advocates and customers for your business, or would you rather have 1,000 who didn’t listen to what you were saying and had little more than a passing interest? We all know the answer, but social media platforms are created in a way that makes us think

SOCIAL MEDIA MOLLIEMAKES.COM 39

build a community

PHOTOGRAPH: @INCOLOURFULCOMPANY

Zabby Allen encourages her online community to meet up in the real world.

we should want more. Focus on the people who are interested in what you’re saying, not the number you don’t have.

WELL-PREPPED Everything on social media may look natural and of the moment, but often it’s planned well in advance. This is something that’s much easier to do if you’ve nailed your tone of voice and have a content plan. It’s something worth investing time in because it takes the pressure off you to be ‘on’ all the time. Instead of posting on social media every day, schedule posts in advance using tools such as Hootsuite and Buffer (see page 115 for more on this), so your community is getting updates while you’re elsewhere. Scheduling is a particularly useful strategy if you’re working full-time. A little planning allows you to control when you’re online and it’ll stop you feeling tied to your phone.

ADDICTED TO LOVE (AND LIKES) Do you feel a little rush every time you get a new follower or someone likes what you’ve posted?

That’s a tiny hit of dopamine. Our brains release the chemical when we do something that feels good, which encourages us to repeat the action.

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Other dopamine-releasing activities include sex and exercise, but the one that’s key here is social interaction. The influence of dopamine on our brains is so powerful that social media companies depend on it so we use the apps more. The more we use them, the more we’re rewarded, and that cycle can become really addictive. It’s vital that you keep an eye on your app and your wellbeing.

Zabby Allen, who we also spoke to for our work smarter feature on page 116, is all too aware of the potential pitfalls of using social media. “I love Instagram,” she says. “It’s brought me some incredible opportunities and many wonderful friends, but it’s so addictive and also has the ability to make you feel like what you’re doing isn’t as good as that incredible person you’ve just spent hours of your life watching opening their post.”

She’s really seen a benefit in taking an online community offline to build meaningful connections. “I co-run a community called In Colourful Company,” she explains. “We host colour walks and socials across the UK to encourage people to get out into the real world, meet new people (or the people who previously just lived in their phone) and bond over their love of all things colourful.”

We might not notice the power that our social media accounts have over us, especially not when

build a community

they’re successful and we’re doing something good for our business and community, but it’s really important that we recognise when to take a break.

Social media is always opt-in – and it’s good to bow out sometimes.

Of course you’ll want to share what you’re doing on social media, but if all your post are links to your content and projects then your followers are going to get bored pretty quickly. Laura Brown is co-editor of the lifestyle newsletter Domestic Sluttery (for more about creating your own newsletter flick to page 92) and she’s definitely a fan of mixing it up. “Variety is the key to keeping a community engaged,” she says. “Endless calls to action are dull and have a tendency to get lost in the social scrum, so we prefer to balance our newsletter plugs by regularly sharing things we find interesting – articles, products, recipes, books – from all around the internet. Our Facebook page is an extension of our brand, rather than a relentless marketing tool. It’s a place to have fun and chat, and – most importantly – it reflects us completely.”

If there’s a single takeaway from the concept of social media it’s that people still really use it to be, well, social. No one wants to feel like they’re being marketed to and that’s something we should be really conscious of when we’re sharing on our own

platforms. When you use social media to really talk to your audience and approach them in a way that’s engaging rather than chasing clicks and likes, then your experience changes. It becomes a twoway street. “Your feed should be a place that brings you joy and which inspires you daily; not somewhere that gives you FOMO or makes you endlessly scroll with boredom,” says Rachael.

“Every time I open Instagram I get new ideas from the amazing people I follow. By engaging with those people – commenting, sharing, liking and referencing – you can become a part of the community too.”

We all know that being part of a social media community can be a wonderful thing, it’s why we seek them out. It means a lot to us to know that we’ve found our tribe, and that there are likeminded people out there, all over the world. Our approach to social media should be in alignment with how we personally like to interact. If something turns you off and makes you hit the unfollow button, it’s likely to aggravate your own audience when you try it on your own platforms.

Building an audience doesn’t happen overnight.

Social media is like any other part of a business: it takes care and effort, and when you approach something with that in mind, you see the results you want and create something really special. You have the power to build a vibrant community to which you would want to belong.

DO...

DON’T...

ENGAGE IN CONVERSATION Of course you

GET IN A ROW Getting into spats and scrapes on

want to share what you’re doing, but going overboard can get you unfollowed and muted. Make sure you’re having a conversation and not just promoting yourself.

social media doesn’t help you or your business. Be firm, friendly and polite. Block people if you need to and move on.

BE INCLUSIVE Social media helps you reach

JUMP ON A BANDWAGON Keeping up with

people all over the world. Don’t just stick to your usual clique, make sure your reach extends to all, and include captions on your videos and images so they’re more accessible.

social media platforms is part of business today, but make sure you’re focusing your energy where your customers are.

SELF PROMOTION OR SPAM?

THINK ABOUT IT TOO MUCH The best OWN UP TO YOUR MISTAKES We all get it wrong sometimes but it’s important to acknowledge your mistakes and fix them.

interaction and engagement comes from being natural. Don’t over-think things!

SOCIAL MEDIA MOLLIEMAKES.COM 41

PHOTOGRAPH: TOBY LEWIS THOMAS FOR PAPIER.COM

build a community

“I DON’T WANT TO BE CONSTANTLY ON” ILLUSTRATOR EMMA BLOCK ON HOW INSTAGRAM HELPS HER ENGAGE WITH FANS AND CUSTOMERS “Instagram Stories feels fresh and engaging. It’s a really powerful way of promoting yourself or your business. I share what feels natural: little bits of my life, and my flat and my work. I don’t share everything about my life – I don’t want to be constantly on.

“My approach is to always have personality, but not to get too personal. So people know your character but they don’t know every detail of your relationships and private life. There’s a balance between being approachable and keeping it professional. The more you put out, the more people feel like they have a

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right to know. You have to make a conscious decision about what to share.

“People are always interested in the creative process. The Instagram grid is a portfolio of and finished work so I love sharing ‘behind the scenes’ details in Stories. I also get asked a lot of the same questions so I can cover those easily – how I use paints, what brushes I like, that kind of thing.

“You don’t expect Stories to be polished. It can be a little rough and ready. I don’t worry too much – it’s gone in 24 hours.”

PHOTOGRAPH: AMBER ROSE PHOTOGRAPHY

build a community

“FIND THE PEOPLE WHO WILL LOVE WHAT YOU DO” LIZZIE EVANS, PODCASTER AND OWNER OF LIFESTYLE SHOP SMUG, ON THE VALUE OF INSTAGRAM “I wasn’t a quick converter to Instagram but when I started using it, I fell in love instantly. The Smug shop Instagram is run by me: it’s my life. A lot of other business accounts are just about products and work and mine is more than just the bricks and mortar shop.

“My podcast, How to Curate Your Life, is about work-life balance for the creative entrepreneur. I’m not all about work work work and because of that people feel they get to know me. Social media has really built a community around everything I do. It’s the starting

point for the podcast audience, and it’s the first place it gets shared. A lot of it is word of mouth. You need to find the people who will love what you do.

“My intention isn’t to grow followers, it’s to share what I’m doing and who I am. This approach may not give you the biggest community, but your audience will care about what you’re doing. It’s so important to be yourself. People who are interested in what you’re doing want to get to know who you are. You grow as you grow. You just have to start.”

SOCIAL MEDIA MOLLIEMAKES.COM 43

hashtags

THE HASHTAG PHENOMENON LEARN HOW THIS HANDY LITTLE SYMBOL CAN HELP YOU BUILD CONNECTIONS WITH YOUR TARGET AUDIENCE Words: PHOEBE BURT

N

early every digital channel uses some form of tagging, with social media’s hashtags the most well known. Defined as a word or phrase preceded by a hash sign (#), hashtags identify messages on a specific topic, have sparked discussions and enabled unknown movements to trend worldwide.

Most popular on Twitter and Instagram, hashtags let you join in with hot topics and push your content to a global audience.

THE RULES OF BEST PRACTICE

per post, but I’d recommend using only one or two topical hashtags, or brand hashtags like #molliemakers, in your captions to provide context.

Then, add the other 28 or 29 more general hashtags, such as #diy or #projectoftheday, in a comment below your post. This leaves your caption free from messy hashtags which could distract your followers from reading your caption.

There are plenty of specialist hashtags on Instagram. For example, you’ll find various versions of #...ofinstagram, for example #crochetofinstagram and #stitchersofinstagram.

The first rule is all about quantity. Using too many hashtags in tweets and captions can make your brand look really spammy, and accounts have even been blocked for excessive use. Fake accounts or bots will often use hundreds of hashtags to get their profiles noticed, so Twitter and Instagram have deactivated accounts they believe to be fake. Be mindful of how many hashtags you’re using – the last thing you want is for your account to be closed!

Second, it’s important to use quality, relevant hashtags. Popular hashtags such as #l4l (known as ‘like for like’) or #f4f (‘follow for follow’) will get you likes and followers but these aren’t meaningful engagements. You want people to interact with your content because they genuinely love it, as these are the people that have the potential to become paying customers. Choose hashtags that relate to your post so that you can find your true audience.

Third, once you’ve got a good hashtag, save it!

There’s no way you can remember the best hashtags for every channel, but keep a record of the ones that work well for you. Instagram Business lets you track the number of interactions your post has received through hashtags. I save all my hashtags to a notes page on my phone, then whenever I write a post I can simply paste them in.

APPLYING THE RULES TO INSTAGRAM Instagram recently introduced a 30-hashtag limit

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Keep captions easy to read: only use one or two brand hashtags, and list other hashtags in a comment below.

hashtags

Spend a little time making a list of specialist hashtags on Instagram you can use.

I’d recommend spending an hour scrolling through your favourite accounts to see what hashtags they’re using. Instagram will also throw up hashtag suggestions on its Explore feed, which is useful, so jot them down too.

One of the novelties of Instagram is hashtag challenges. These are increasingly popular and bring a real community aspect to the platform, encouraging people to discover like-minded users.

Get involved with hashtag challenges like #worldcraftweek or create your own as we did with #molliestashchallenge. Always include your brand name in the hashtag for maximum exposure and engage with everyone who joins in to keep up the momentum. They’re a nice way for your brand to talk to your audience and give something back.

APPLYING THE RULES TO TWITTER While Instagram uses hashtags for a visual purpose, allowing users to find accounts with images that appeal to their hobbies and aesthetic, Twitter uses hashtags to start discussions about popular events and topics. In recent years it’s become a tool for marketers in TV, film and radio to create hype around their product and get people talking (or arguing) about it.

The trending bar within Twitter tells you popular topics you could get involved with. You’ll often see that the top hashtags are sponsored (this is how they get a cute little image next to the hashtag) and brands pay thousands of pounds to get their hashtags featured. But you can use already trending hashtags to promote your products through natural conversation. Take the generic hashtag of #Easter. People clicking on this are looking for Easter-related content, so immediately you have an engaged audience. Share all your relevant Easter content, weaving the hashtag into your tweets. Try to incorporate hashtags into the text of what you’re saying – avoid shoving them onto the end of tweets and include no more than two hashtags per tweet.

FINDING YOUR HASHTAGS There are several places you can find trending hashtags, but two of my favourite sites are www.hashtagify.me and www.ritetag. com. They’re both free to use and show you real-time hashtags – ones that are trending and receiving good engagement.

Simply type in your keyword or topic, such as ‘knitting’, and sit back while the platforms do the hard work. Both will show you comprehensive hashtag reports, including popularity levels and trend statistics, as well as suggesting more suitable hashtags.

While Hashtagify also shows you top influencers, languages and spelling variants for your word, Rite Tag shows you the number of unique tweets, retweets and exposure that hashtag has per hour.

I’d recommend using a combination of both platforms, along with your own hashtag research and event sites like www. dayoftheyear.com, to create your perfect, topical list of hashtags.

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meet the maker

CROCHET DESIGNER, TUTOR AND COLOUR LOVER KATIE JONES CHATS WITH US ABOUT INSTAGRAM, VIDEO AND THE IMPORTANCE OF BEING YOURSELF

K

atie Jones’ business has always focused on sustainable practice and addressing issues of overconsumerism, but a quick glance at any of her social media platforms makes it clear that colour is her biggest passion. Her distinctive style has won her plenty of followers, and here Katie shares her advice on how to express yourself while promoting your brand.

Social media matters.

“Instagram is the only reason I have a business – full stop! Susie Lau and her Style Bubble blog (www.stylebubble.co.uk) really launched me, alongside Orsola de Castro, co-founder of Fashion Revolution.

I was then able to build a community and directly contact stockists – it’s amazing to be able to access so many people so easily!”

MEET THE MAKER

LOUD AND PROUD WITH KATIE JONES Words: SARAH GANE Photographs: RACHEL MANNS

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Looking to create your own brand’s visual style? Stay true to yourself.

“Don’t try to guess what people want as it never works. But also remember that it takes time. I try not to lose how I worked at university and as a fashion brand – I

01

Katie’s mum, Annie, is a crochet expert,

accounting whiz and Katie’s business partner.

01

01

Sustainable

fashion in the making

02

Sweater

from the new MIY collection

03

Pops

of colour = joy.

01 02

03

tend not to think of just individual products, but in terms of mini collections and stories. I love the research and a good back story!”

Video can really help you reach a wider audience.

“My aim this year is to add videos to my patterns and launch my YouTube properly. I love workshops, as I think they’re a great way to learn, but adding more videos means I can do those and have a much larger reach.”

It doesn’t have to be done overnight.

“From my experience, a creative business can be much more than a hobby and a totally valid career. However, if it’s your primary income stream the love for it goes pretty quick. It’s amazing to build a community and a business – slowly.

It’s so rewarding. Remember that it’s a slow-grow process and it doesn’t happen

SOCIAL MEDIA MOLLIEMAKES.COM 47

MEET THE MAKER “It’s amazing to build a community and a business – slowly.

It doesn’t happen overnight. And do it for the love, not the money.” overnight. And definitely do it for the love and not the money.

It’s okay to change your mind.

“Since starting in 2014 there have been a lot of ups and downs, trial and error, but without that I wouldn’t have really known what I wanted. I originally thought I wanted a fashion brand, but the idea and the reality just didn’t add up. I’m a maker and a teacher and I realised how much I loved that through struggling with it. I think it’s actually easier to realise what you want by finding out what you don’t want.”

Be genuine!

“That’s the best-kept social media secret there is!”

01

ABOUT KATIE JONES 02

Katie Jones’ self-named fashion brand was launched in 2014. She went on to win the Selfridges Bright New Things Award in 2016 and her designs were stocked in luxury stores worldwide.

Her recent Make-It-Yourself Collection of contemporary patterns – along with her collaborations with the V&A, Wool And The Gang and more – celebrates colour, pattern and sustainability, putting the process of creating back in the hands of consumers to make luxury fashion accessible.

01

It’s not just all about creating magnificent and

playful garments. Katie champions social and environmental change with her make-it-yourself ethos.

02

The brand celebrates traditional and

detail-intensive processes, focusing on crochet, embroidery and pom poms.

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ake

Katie’s bold colours and patterns don’t just stand out in your home – they’re a great visual hook for her social media posts.

how to create compelling content FROM SNAPPY CAPTIONS TO A WEEKLY VLOG, MAKE SURE PEOPLE KEEP COMING BACK FOR MORE…

A

s we already know, good content matters. So over the next 40 or so pages we’ll be taking a closer look at what that actually means in terms of the different types of channels you’re broadcasting on, as well as how to successfully reach your target audience.

Whether that’s through improving your website’s SEO, blogging, microblogging, increasing the frequency of Facebook updates or simply adjusting the times they go out, understanding analytics or some

helpful ideas on what to actually post, we’ve got it covered.

Learn more about the art of conversation on Twitter, the importance of being kind, the power of Instagram’s Insights tool, Stories and why there’s no need to panic over its dreaded algorithm. We also look at why, when it comes to marketing on social media, Pinterest could actually be your secret weapon. Yep, you read that right: used correctly, Pinterest really can help you grow your creative business. Find out how on page 74.

blogging

THE BEAUTY OF BLOGGING WANT TO MAKE YOUR SITE A HUB OF EXPERT KNOWLEDGE? HERE’S HOW… Words: PHOEBE BURT

y

ou might have dabbled in a bit of personal blogging at some point, but did you know blogs can also be used as a key part of your business strategy? They allow you to share your knowledge in one handy place and help position your brand in front of new audiences who are searching for some expertise.

WHAT TO BLOG ABOUT You know your brand and your product – so write about what you know and love. If you sell interiors, you and your customers will probably be interested in interior trends or design, so start there! Post one to two times per week and make sure every post gives the reader a valuable takeaway, whether that’s a new fact, thought-provoking argument or tasty recipe, read through your blog post and think about what your reader will get from it.

If you’re struggling with where to start, tools like Answer The Public (www.answerthepublic.com) can

Optimise blog posts by adding relevant terms in the SEO category, based on your research into popular searches.

show you the types of things the public are searching for. Type a topic (‘crochet’, for instance) into the site, then write blog posts based around the questions and propositions it provides. This way you’ll be creating valuable posts that answer people’s most-searched questions.

SEARCH ENGINE OPTIMISATION

Answer The Public (www.answerthepublic.com) is an excellent tool for discovering popular search terms.

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Search engine optimisation (SEO) is vital if you want your blog to reach as many people as possible.

You’ve given your audience what they want in terms of topics, but now you want search engines (Google, Bing and so on) to display your post.

When someone is searching for a topic, Google shows them the posts they think answer their query best. It compiles its selections based on a number of factors (such as a site’s quality and its speed), but one of the most significant factors are short-tail and long-tail keywords. The more relevant keywords included in your blog post, the higher your page will rank for that subject. Short-tail keywords are broader, only one or two words like

blogging

10 BLOGGING ESSENTIALS WHAT TO INCLUDE IN YOUR POST Words: KATIE ALLEN

1. A Unique selling Point (USP) What’s your niche? What will you write about, and who will your readers be?

2. A Look of your own Choose a theme, take good photos and design a logo or header to set you apart from the crowd.

3. ‘About Me’ page Tell people who you are and what you do, and don’t forget to include a photo.

4. Mobile Optimisation Google Keyword Planner is a free tool that will help you identify exactly what people are typing into Google.

‘crochet’ or ‘crochet patterns.’ Long-tail keywords tend to be three words or more and allow you to focus on a more niche audience. For example, ‘free crochet flower patterns’ will target people specifically looking for that query. It’s important to have a mixture of both short- and long-tail keywords in your posts so Google can show your page to all these different crochet lovers.

Finding the keywords people are searching for isn’t as tricky as it sounds. Sign up to Google Keyword Planner for free, type in your blog post subject and it’ll show you exactly what people are typing into Google. It’s worth keeping in mind that low search volumes don’t always mean people aren’t searching for your topic. Even if only hundred to a thousand people are still searching for the term ‘free crochet flower patterns’, they’ll find your site ahead of someone else’s and a lower search volume can mean less competition from other sites. Now you know people are searching for your term, start looking at the suggested keywords.

You could include a ‘crochet rose’ pattern in your blog post or write another post featuring a ‘sunflower crochet pattern’.

That’s it! All that’s left to do is share your newly optimised content and soon you’ll have tons of engaged readers that are your biggest fans.

Make sure your blog runs smoothly on mobile. Do the pages and posts take a long time to load? And how does it look on a smaller screen?

5. Easy Navigation Feature links to other pieces of content on your blog, your shop, social channels, events and so on.

6. Archives Make it easy to find content – include a search box, tag posts, create lists of categories and popular posts.

7. search engine optimisation (SEO) Longer blog posts that are full of keywords perform better. Your minimum word count should be 300 words per post.

8. Social Media Links Use plug-ins to make it simple for people to follow you; include social sharing buttons.

9. Comments Install plug-ins to moderate your comments. Ask people questions or post polls.

10. RSS Ask people to subscribe to your RSS feed or sign up to email newsletters. Pop-ups can help.

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blogging

THE FUTURE IS MICROBLOGGING HERE’S WHY MICROBLOGGING IS ESSENTIAL FOR YOU AND YOUR BRAND Words: PHOEBE BURT

Microblogging – little and often – is a great way to keep followers up to date over different platforms.

W

hile blogging still remains popular, microblogging has taken over. These short, frequent updates span across different platforms, and the most common form of microblogging is done through posting short updates on social media channels such as Facebook, Twitter, Reddit and Medium.

These are often called microposts and reflect a stream of consciousness, enabling you to share immediate thoughts with your audience in realtime. Blog posts are longer pieces of researched content, while microposts are snippets, often restricted by a word count, such as Twitter’s 280 characters.

Microblogging helps you engage with your audience on a more personal level. Social media is

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more intimate, allowing you to meet the people who’ve been buying your product and reading your blog for years. Through microposting on social media, you can join in with current topics, talk to your customers and share your expertise in bitesized chunks.

Think of microblogging as a way to promote yourself and your ventures quickly. You can share links, products and events through microblogging, and all this free promotion has the potential to drive lots of traffic to your site. Take The Great British Sewing Bee as an example. When it was shown on TV every Tuesday, earlier in the year, Mollie Makes joined in the live discussion on Twitter. We used #SewingBee and shared sewingrelated content from our blog in numerous tweets between 9-10pm. And guess what happened? We

blogging

Keeping on top of current trends is a good way to promote your venture and drive traffic to your site.

3 MICROBLOGGING MUSTS had our highest blog traffic to date because our content was exposed to a like-minded community.

It’s important to keep in mind that you should only join in these discussions if they fit with your brand and you have relevant content to share. If not, you’ll risk coming across as inauthentic and just there to push sales.

For those of you who are more image-based, microblogging is still for you. Pinterest, Tumblr and Instagram are all considered forms of microblogging because they’re made up of realtime, short posts. Plus, these channels can still drive traffic. Just link your images back to your blog to show the audience where they came from. Trust us – no matter who you are or what you’re selling, microblogging will help you reach new audiences and get your brand out there into the world.

TIPS TO REMEMBER BEFORE YOU START

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Not every brand needs every single social media channel. Start by setting up a profile on the platform your audience uses most frequently.

Although microblogging is about text, images are still essential. Keep a strong bank of images on your laptop to use with posts.

Use trending events and hashtags from your microblogging sites to determine your blog content.

This way you know you’re writing content your audience is interested in.

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exploring facebook

FACEBOOK: THE BUSINESS BASICS CREATE A FACEBOOK BUSINESS PAGE THAT’LL JUST KEEP GROWING Words: PHOEBE BURT

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etting up a Facebook Business page is not only relatively straightforward to do, it’s also a brilliant use of your time. At last count, the social media platform has 2.32 billion monthly active users, with five new accounts created every single second. It’s an incredible amount of potential at your fingertips.

But it’s important to note that Facebook pages aren’t a quick money maker – you’ve got to be in it for the long run. Think of it as your garden: you’ve got to cultivate your page and tend to its growth in order to reap the rewards. Here are some tips and tricks to make your Facebook page bloom.

FREQUENCY AND FOLLOWERS

Upload your products and link through to your shop.

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With so many profiles and pages being created every second, you need to make sure your content is appearing in as many people’s newsfeeds as possible. You’ll be competing with the hundreds of statuses and videos that are uploaded every second, which is why frequent posting is essential. The amount of times you post depends on the kind of page you have but you should be posting at least once a day, every day.

Here at Mollie Makes, I’ll post around four to six times a day, promoting our magazine or blog content, sharing reader pictures and commenting on hot topics. However, if you’re a small business and your time is tight, sharing quality content is

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Study the statistics and become familiar with your fans’ weekly online habits.

Schedule your posts to catch your audience when they’re likely to be online.

much more important than trying to meet six posts per day. If you’re being repetitive your page will just come across as spammy. Instead, make sure every post is engaging. Think to yourself ‘would this post stop me scrolling through my feed?’

CONSISTENCY & COMMENTING There’s no Monday-to-Friday, nine-to-five in social media. It’s a constant, 24-hour stream of content, which is why it’s important you’ve always got something fresh on your page.

If you can keep up the continual conversation with your audience this works in your favour with Facebook’s algorithm. Facebook gauges your page based on the average amount of ‘meaningful interactions’ your posts receive. Likes, comments, shares and click-throughs are all examples of meaningful interactions. The more engagement, the higher you’ll appear in people’s feeds, and the more likely you are to gain new followers.

There are lots of other factors that play into the algorithm, like page responsiveness and reviews, but start by focusing on posting consistently. The goal is to gain as many interactions as possible across your all posts!

Promote and tag products and makers that your audience will love.

YOUR FACEBOOK GLOSSARY LEARN FACEBOOK’S KEY TERMS AND START UNDERSTANDING YOUR AUDIENCE • Impressions: the number of times your post is displayed in a user’s newsfeed.

• Organic reach: the number of people a post appears to without any monetary spend having been put behind it.

• Engagement rate: the number of people who commented, reacted, clicked and shared your post divided by how many people the post reached.

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Keep an eye on top posts from other businesses to see what’s popular.

LISTEN AND LEARN Now that you’ve got all those fabulous posts up and are chatting away to your audience like an old friend, it’s time to listen.

Facebook’s insight tool will help you do this, showing you your audience’s likes, dislikes, habits and interests. Once your page has been active for a month, search through the insight tool and answer the following questions: • What day and time are your followers the most active?

• What did they do on your page?

• Which of your posts received the most/least engagement?

Now you can start tailoring your content. Schedule posts when your followers are online to get

Discover how many hits your posts, videos and pages have each month.

maximum reach. If they loved the poll you ran, then run another. It seems very simple but by listening and learning from your followers you can not only grow your page, but start to truly understand your audience.

If you want to go one step further you can set up pages to ‘watch’, meaning you can track what your competitor pages are doing and what’s working well for them.

Now all that’s left is to keep up the good work, review your page often and say hello to all those new followers!

FACEBOOK’S BUSINESS SHOP FACEBOOK BUSINESS PAGES AREN’T JUST FOR BROWSING. HERE’S HOW YOU CAN START SELLING YOUR PRODUCTS ON YOUR PAGE… One of the best tools Facebook offers businesses is the Facebook shop. Here you can upload images of your products and link through to a platform where they can be bought, such as Etsy.

Often users forget, or if they’re new to your page unaware, that you have products for sale. Upload an image of your product in action, tag the product from your shop, write a friendly caption and let Facebook do the marketing for you.

You can also create discounts, like seasonal offers around the holidays, on your Facebook Business page to boost sales.

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exploring facebook

20 FACEBOOK POST IDEAS KEEP YOUR AUDIENCE ENGAGED AND ENTERTAINED WITH THESE POST IDEAS

1. BE PERSONAL It’s important your audience get to know the face behind the brand. Share images and videos of yourself and talk to the audience as if they’re your friends. Personalisation is key on Facebook – you want your brand to be approachable, not corporate.

2. COMPETITIONS Everybody loves a competition. Make sure the prize is something your followers will really want. Team up with brands to make bumper giveaways as this will expose your brand to their followers and vice versa.

Use colourful images and encourage your audience to tag and share the competitions with their friends.

3. TUTORIALS Posting regular (accurate) expert guides is the perfect way to set yourself up as the go-to Facebook page for your niche. Embed a video or link through to tutorials on your blog. Show off your expertise!

4. BE RELATABLE Share topical content and express your true emotions and opinions on different subjects. Use language your

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audience can relate to, and if your tone is informal then go wild with emojis. Your audience will value your personal voice, especially if you share and comment on things they love like popular TV shows, world events and international days.

5. ADORABLE IMAGEs Everyone likes puppies, kittens and cute animals – otherwise the internet wouldn’t be completely awash with photos of them. It’s important to share a mixture of content on your page, so swap some of your product pics for a few cute ones here and there. It’s even better if it’s an image from one of your followers.

Encourage them to share their pet pics with your page, and then you can share them so everyone can say ‘aww’ (and associate your brand with that warm-and-fuzzy kitten-pic feeling).

6. NEWS Keep the subject matter of your content relevant to your audience. You have to keep your eye out and be the first to share hot news in your specialist area. Sewing is a huge part of Mollie Makes magazine so we posted about BBC2’s The Great British Sewing Bee throughout the weeks that it was on the air. We

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used GIFs from the show to get excited, chat and share results with our audience.

Everyone loves a list. Post a round-up of inspiration, ideas or products that relate to your brand and that your audience will love.

7. MOTIVATIONAL Choose a beautiful illustration and some uplifting words and your post is bound to resonate with your followers and get shared. We linked our motivational quotes with #InternationalWomensDay because 97 per cent of our Facebook followers are women!

8. READER CONTENT Share your customers’ or readers’ photos and show how much you value them. It’s even better if the reader is sharing something related to your brand.

Make sure the photos always meet your standards and aesthetic, though.

9. LISTS Listicles are one of the most shareable forms of content on the internet. Keep yours focused on your specialist areas and let your audience know how well you understand them. Plus, top tip: the higher the

number of the list, the better. Also, odd-numbered lists do better than even-numbered lists.

10. PREVIEWS Facebook is perfect for a short preview of a new product or upcoming event. We always share a GIF of the latest magazine a few days before it’s on sale to create excitement. You can also give sneak peeks to generate a buzz around your new product.

11. BLOG POST PROMO Facebook is the perfect platform to share and promote your blog. Create carousels to show several different blog posts at once. You can use platforms like bitly.com to shorten your blog links and make them look neater in your posts.

12. CASE STUDY Use a case study to show how your customers use your products. Show the product in different settings or being used for different purposes to show their versatility. Customer testimonials are also great for showing your audience how fab you and your products are.

Share followers’ photos to show how much you value them. Here are two cute Mollie projects – Pascal the leopard and a tiny Bernard the bear!

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13. YOUR MILESTONES Every business has milestones, you just need to be

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Drive more traffic to your blog and other platforms by showcasing favourite posts.

creative. It can be as simple as 1,000 likes for your page or one year in business. You could celebrate an employee’s milestone or maybe it’s 100 years since something relevant to your business was invented or discovered. Create a memorable hashtag such as #magiversary and use that to celebrate across your social media.

14. LIKE OR SHARE Post a photo with two different versions of the same thing. For example, if you’re a jewellery maker, a necklace in blue or pink. Or maybe cushions sporting two different breeds of dog. Ask your audience to choose ‘Like’ or ‘Share’ to vote. Make sure you comment on the result.

15. ASK A QUESTION It’s good practice to regularly ask a question at the end of your posts. It encourages your audience to comment and get involved with your product or service. People love to share their thoughts and it encourages the feeling of community. Keep to topics in your area of expertise.

16. RUN A POLL A poll is a quick way to get feedback on your products and understand exactly who your Facebook Share other topics and events of interest – at Mollie we highlighted Fairtrade Fortnight and International Women’s Day.

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audience are and their likes and dislikes. By regularly running polls you can build up a profile of your typical follower and make sure your posts are of real value to them.

17. PROMOTE NEW PRODUCTs Write clear, concise messages with information about where and when your product is on sale. Link to your sales page and make sure you set up your Facebook shop so that you can tag your products in pictures.

Good images and video content are key to promoting your products.

18. do sOMETHING DIFFERENT Surprise your Facebook readers with something new or unexpected every now and then. Here at Mollie Makes, we share events and topics close to our hearts like mental health and sustainability even if they’re not directly related to our magazine.

19. be SEASONAL It’s a bit of a no-brainer to include seasonal material, but giving yourself enough time to get ready is the key. The changing seasons and significant events are a great opportunity for you to push related content and blog posts. Keep in mind that if you’re sharing Easter crafts or Easter products, for example, you should be doing this in the two-week run-up to the event, not just on the day, otherwise people don’t have time to make or buy what you’re promoting.

20. SAY THANK YOU And finally, don’t forget to say thank you! Round up your followers’ makes every month into a large mosaic to say thanks, give individuals shout-outs and reply to comments thanking your audience for their support.

Saying how much you flippin’ love your customers can only make everyone feel good about themselves (both you and your audience) and who wouldn’t want to rush to visit a page like that?

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exploring instagram

EXPLORING INSTAGRAM INSTAGRAM IS THE NUMBER ONE VISUAL PLATFORM. MOLLIE MAKES’ DIGITAL CONTENT EDITOR, PHOEBE BURT, EXPLAINS HOW YOU CAN HARNESS ITS POWER FOR YOUR BUSINESS AND BUILD A THRIVING COMMUNITY

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he golden child of social media, Instagram is a platform that’s setting the bar for interactivity and ingenuity across the board. One billion people use Instagram every month and there are over 25 million brand profiles posting and promoting their products on the platform.

So how do you make your Instagram stand out?

Well the most common mistake brands make on Instagram is that they use it like every other platform. They put up repetitive, unimaginative product shots and forget that Instagram’s original vision was about capturing and sharing the your meaningful moments with the people you love.

Forget about the sales for a minute. Instagram is about your community and your creativity. I’m going to show you how to use Instagram to its full potential – to embrace and give back to your customers. Instagram is designed for testing out quirky business ventures, so let’s jump straight in.

YOUR PROFILE As with every social channel, it’s important to start at the beginning. Switching to a business account will allow you to access extra features like paid advertising and audience analytics. There’s more about using your insights later, but for now there are some basic business profile matters to sort out.

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First up you need to make sure your bio is a clear description of who you are and what your brand is. This seems really simple but for us here at Mollie Makes we need to let people discovering us through Instagram know that, first and foremost, we’re a print magazine. What products do you sell and what’s your mission statement? Add shortened versions to your bio and add your other Instagram handles in if you have them.

For example, you could tag your personal Instagram so your followers can put a face to your brand or add other side hustles and projects. If you have a brand hashtag or certain hashtags running at that moment, ours are #molliemakers and #molliesspotlightchallenge, add them to your bio too.

Keep going back and adjusting your bio over time to get it just right. It could be the first thing a customer sees from your brand so it needs to be clear, concise and persuasive.

Your bio is also the perfect place to add your Linktree URL. Instagram doesn’t allow users to add clickable links anywhere except in their bios – so this is where https://linktr.ee comes into play.

Set up a profile by connecting your Instagram and then start adding buttons that link through to different places like your blog, sale site, latest article or event. You can refer your followers back to your Linktree by writing ‘link in bio’ in your post captions.

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INSTAGRAM INSIGHTS DELVE INTO YOUR AUDIENCE ANALYTICS USING YOUR PROFILE’S INSIGHT FUNCTION After tapping on your Insights button, you’ll see three options: Activity, Content and Audience.

Your Activity section explains your profile’s overall activity, breaking down the number of people who visited your profile and the number of people who discovered your profile. People may have discovered your profile through the explore feed, through a hashtag or from someone they’re following’s feed.

You can also see a breakdown of your grid and story images you’ve posted in the Content tab. Bear in mind you can only see Insights such as impressions, link clicks and replies for Instagram Stories 24 hours after they’re posted. Then, like the story itself, they disappear from the Insights platform. You can also see any paid promotional activity in this section. Here you can learn more about your follower demographics such as their age, location and gender. You can also discover the best days and times to post.

See the response to your story images using the Insights function.

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In swipe-throughs, highlight your product then add behind-the-scenes images.

SWIPE-THROUGHS Use the Linktree to lead followers to your other platforms, like your blog.

YOUR GRID Time to move onto the grid. Since the introduction of Instagram Stories, Instagram grids have become far more curated. Imagine your grid as your ultimate visual portfolio, reserved for only your very best work.

While many brands use a specific filter for their grid images, you don’t have to do much editing to achieve an aesthetic. You just need to make sure your grid reflects you. Here at Mollie, ours is a colourful mismatch of inspiration and DIYs because that’s exactly who we are!

There have been plenty of new features within Instagram recently, such as the ability to add multiple images to a post in a swipe-through format. There are two reasons this function is brilliant for your business.

First, you can show your product in several different lights without appearing spammy. They’ll all be tucked neatly inside one post for your followers to like and comment.

Second, you can show the story behind an image. Make the first image your beautiful product shot, as this will be the one which shows on your grid. Then make the second and third shots the pictures of the process and people behind the product to show its journey.

There have also been rumours on the Instagram grapevine that swipe-throughs receive higher

INSTAGRAM GLOSSARY • Instagram interactions: the number of actions people take on your profile. Actions are defined by the number of profile visits, website clicks and clicks to email.

• Instagram discovery: the number of people who see your content and where they find it.

• Instagram activity: a new feature that shows you the average time you’ve spent per day using the Instagram app.

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PHOTOGRAPHY: GETTY IMAGES/TOM WERNER

GET TO KNOW YOUR INSTAGRAM BUSINESS TERMS

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engagement. There’s no confirmation of whether this is true or not but it’s worth testing them out.

THE ALGORITHM Now let’s get down to business: the mystery of the Instagram algorithm. Instagram has always been particularly hush-hush when it comes to its algorithm, and in 2016, when the company swapped from displaying posts in chronological order to ‘posts you’d most like to see’, panic ensued for businesses. Many accounts found their posts received at least 33 per cent less engagement after the change.

But there’s no need to panic: all the algorithm change means is that you need to be a little smarter about posting. First up, post at peak times. I know this is obvious but the algorithm considers the time of posting very heavily. If your Instagram says 9pm is your peak posting time, don’t just take this to mean you should post in the evening. I see a dramatic reduction in engagement if I post at 7pm

Interact more with your audience with Stories and boost that traffic!

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instead of 9pm, so do aim to schedule your posts for the exact time suggested.

Next, it’s time to stop the scroll. It’s all about the time a follower spends on your post. If a follower scrolls past, that’s hardly any time. If they pause to read a caption, that’s a little more. If they read, like, comment and share, then your post is perfection in the algorithm’s eyes.

I try to reply as quickly as I can to every single comment left on the post because there’s a chance the user will return to the post to respond. And you know what that means – more time spent on the post!

If you can create a pattern of high-engagement posts the algorithm recognises this and will show your posts higher in your followers’ feeds. It’s the infinite circle of Instagram and if you can get in the loop, you’re onto a winner.

YOUR STORIES Launched in 2016, Instagram Stories revolutionised Instagram and enabled brands to start showing more of themselves. Similar to the principles of Snapchat, Stories allow users to upload images and videos that disappear after 24 hours. They’re the funny, messy little brother to

INSTAGRAM SHOP NOW THERE’S ANOTHER WAY TO SELL YOUR WARES One of the biggest updates Instagram has had in the last two years is the Instagram shop. I’ll talk you through its features and benefits but it’s worth noting it can be difficult to assess this feature – we don’t even have it here at Mollie despite having 150,000 followers!

There are lots of requirements, instructions and steps to setting up your shop so head to help.instagram.com for more info. Once you get all the steps done, the real fun begins. Your profile will now give you the option to tag products in both your grid images and your stories. Tagged products will be indicated with a shopping bag logo and allow users to see the price. It will then take them through to your sales site where the product will have been automatically added to their basket. However, at the time of writing, Instagram is working on a shop within the platform feature that means users won’t be taken to an external shopping cart to buy, but will be able to buy inside Instagram itself.

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5 TALKING TIPS HELP FOLLOWERS FEEL ENGAGED WITH YOUR BRAND WITH OUR QUICK GUIDE

Insta is all about community, which means it’s important to talk to your followers. Here are five tips to help turn your profile from business meeting to coffee shop chat.

1. Reply to every comment, direct message and mention. Even if you’re just liking someone’s comment, acknowledge them. You wouldn’t ignore your friends!

2. Like and comment on your followers’ posts with emotion and passion. Dialogue is a two-way convo so start up a chat.

Compliments go a long way.

Hit the right friendly and positive note with a simple compliment.

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3. Leave the business lingo in the office.

Be informal and kind. No one wants to follow a profile full of unnecessary business jargon.

4. Say thank you. Your business wouldn’t be anywhere without the people who support you.

5. Mention holidays, events and experiences. Wish your followers a Happy Easter, comment on the weather or mention events in the news so your profile is more like an organic chat than a scheduled sales pitch.

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stories within the 24 hours they tag you (they may also appear as ‘requests’ on your message section).

Stories are also the perfect opportunity for Instagram takeovers. Take over another small business’s IG Stories for the day and expose your brand to their followers. It adds a super personal touch and gives users a reason to follow you. Don’t want all your beautiful content to disappear? Save them as highlights on your profile (live videos will

Instagram Stories has a host of fun features to get your audience onboard.

your grid, designed for people to share the lesspolished side of their business. Instagram Stories are always adding engaging new features such as: • GIF stickers (you can even make your own brand stickers but you must have a verified GIPHY account to do this) • Music • Hashtags • Ask a question (let your followers ask questions and get to know you) • Location • Polls • Reaction slider • Quiz • Countdown buttons (great for product launches) All of these features allow you to interact more with your audience. Plus, you can use the Stories ‘swipe up’ function to drive traffic to your blog and sales site. Whereas you should only be posting one quality post on Instagram per day, you can go wild with Stories, uploading 10-15 every day! Share your audience’s snaps on Stories, either from their grid or when they tag you in their Stories.

Bear in mind that you’ll only be able to share people’s grid posts (click on the post and then on the little arrow on the right) if they’re a public profile and you’ll only be able to add people’s

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Display short videos and more information using the handy ‘swipe up’ tool.

automatically save as a highlight). You can add up to 100 stories onto a highlight and they’re great for potential new followers to discover more about your brand. Plus, swipe-ups are still active in saved story highlights, meaning you can refer users back to your highlights to easily purchase or subscribe.

It’s all about providing value with Instagram – think about what will make people follow your account rather than the other 25 million brands on Instagram? Take time to work out out what makes your brand special and use Instagram’s neverending stream of interactive features to share it with the world. Your community is out there just waiting to be built!

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MOLLIE MAKERS SPOTLIGHT CREATE A HASHTAG TO SHOWCASE RELATED CONTENT AND BUILD YOUR COMMUNITY In 2018 we started #molliemakersspotlight to showcase new makers. It helps create a community aspect on our profile and means there are more opportunities to be featured.

It’s a brilliant way to highlight a host of wonderful designer-makers and bring them to the attention of our followers. And we can cover a wide range of crafts on one grid.

So, at the time of writing, we’ve featured a needle-punch cushion of flowers and fruit

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(@wefilgood), a cute amigurumi sloth from Lauren Espy (@amenagerieofstitches), a bright pom-pom wall hanging (@love.indy_ ) and a handmade doll (@orangeblossomdollies), plus many more fabulous creations from around the world.

The beauty of this format is that there are no deadlines of when to post, so we can just upload an image when we feel moved to share an awesome project we’ve seen.

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INSTAGRAM AMBASSADORS We recently had 10 ambassadors from different countries, backgrounds and crafts share the latest edition of Mollie Makes on Instagram, exposing us to their audiences.

Everyone loves a regular freebie, right? Keep them coming for your followers.

WALLPAPER WEDNESDAYS You need to give users a reason to follow you or return to your profile.

Every Wednesday we give our followers a different illustrated wallpaper.

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Collaborate with other brands to cross promote each other on Instagram.

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THE ART OF CONVERSATION ON TWITTER TWITTER IS ALL ABOUT COMMUNICATION. LEARN HOW TO JOIN THE DISCUSSION TO MAKE YOUR BUSINESS THRIVE Words: PHOEBE BURT

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witter burst onto the scene in 2006 and was billed as the new, alternative version of Facebook. It’s a platform that’s all about discussion, primed for professional as well as personal use. In fact, Twitter is perfect for brands who really want to communicate with their audience. And since it’s all about chatting, it’s important that you have a clear focus on what it is you want to say to the world.

WHAT IS YOUR BRAND MESSAGE? We’ve talked about your brand’s tone already but what is the real purpose of your Twitter profile? Is it to learn more about your customers? Is it to build brand awareness for your name? Is it to push products or blog posts? It can be a mixture of all these things, but it’s important to be clear on what it is you want to gain from tweeting. If it’s clickthroughs, then make sure you’re adding a link in every tweet.

Once you have your goal in mind, schedule four tweets per day and monitor your followers’ reactions. After a month or so you can then decide if your Twitter strategy is working by using its analytic platform and making any adjustments accordingly.

TWEET SMARTER

IMPORTANT CAUSES At Mollie Makes Twitter has enabled us to find causes close to our hearts. We’ve created content around these causes, sharing our opinion with our followers.

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MULTIPLE IMAGES Tweets tend to perform better the more images that are attached. We now use two to four images with every tweet to make it more engaging.

RETWEETING OTHERS Like repinning on Pinterest, we’ve started retweeting content from other accounts. It mixes up our feed’s content, making it more diverse.

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CUSTOMER SERVICE Inevitably, part of your Twitter profile will turn into a customer-service channel. While Twitter wasn’t designed with this in mind, any platform that offers people the opportunity to talk directly with brands should see this coming.

A big part of my job on Mollie Makes is directing queries from social media to the appropriate platform. It’s important to keep replies polite and friendly, even if you can’t help someone with their specific enquiry. It can be frustrating to keep answering the same queries over and over, but ignoring customers’ questions will only cause tension and damage your brand’s online reputation. Keep a log of common queries and the appropriate responses in a document on your phone and desktop. This will become your new best friend and ensure you’re giving every customer the same advice.

GIVE IT SOME PERSONALITY Standardised replying is important for maintaining a united brand front but it can also look super corporate. Add a touch of personalisation into your tweets. You’ll see large, commercial brands do this by signing off tweets with someone’s name. You may only be a one-person show, but you can still give every tweet a bit of life. Emojis, sympathetic language and honesty are all ways to build good customer relationships.

Twitter was designed as an informal, conversational platform, so talk to your users and convey emotion. Even if your tone is more formal than ours here at Mollie Makes, there’s no harm in conveying excitement over a new project or product. Remember, you’re trying to show your followers the person/people behind the brand, so give it some heart!

TWEET AND TALK It’s not just customers your brand can interact with online. Twitter is a hub for businesses and is a great opportunity for you to talk and discover new small brands. DM businesses that align with yours and ask if you can share each other’s posts via retweets and shout-outs. Organise joint competitions or swap business tips. Hashtags such as #SmallBiz help brands achieve a collective goal.

You never know, you might just find a new BBF4L in the process (that’s a ‘business best friend for life’, in case you were wondering…).

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Top tweets and mentions are highlighted.

Discover your tweets’ engagements with Analytics.

Learn your followers’ behaviour with Audience Insights

TWITTER ANALYTICS UNDERSTAND TWITTER’S INTERFACE AND MAKE THE MOST OF ITS INSIGHTS Twitter’s analytic platform enables you to deep-dive into the interests and lives of your followers. With statistics as specific as your followers’ average household income, you can learn a lot from this nifty little tool. One of the most useful sections is the tab named ‘Top tweets.’ Here you can break down each individual, topperforming tweet and analyse exactly where users went after reading. If you’re all about click-throughs, note down which tweets received the most. Were people clicking off? Were people clicking on the hashtag instead of your link? With your Twitter purpose in mind, use these insights to see what works and what doesn’t for your brand and don’t be afraid to try new things out. Try pulling together a small, monthly report so you can monitor exactly what your followers like.

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Audiense breaks down your followers by country and language

Audiense helps users navigate existing followers and potential ones too

THE TOOLS FOR SUCCESS Audiense is an online tool that will help you better understand the Twitter community you’ve built.

And although you can use Audiense for free, the paid-for version is much more insightful for businesses, with more features available.

Audiense enables you to type in keywords or topics – for example, ‘crafter’ – into its ‘Discover Twitter Users’ tool. It then scans the entirety of Twitter to find users with that phrase in their bios, pulling them together in front of you. With a click of a button, you can then go through and follow all these users in quick succession. Neat, right? It also allows you to filter the results, only showing profiles from certain countries or ones with a certain number of followers.

You can also unfollow people who don’t follow you back and take a peek at the followers of major public profiles. This tool is especially handy because by selecting a major chain that’s relevant to your brand – for example, we could select Hobbycraft – you immediately have a list of consumers you know are interested in products similar to yours. Use Audiense correctly and you’ll be on to a real winner.

Finally, remember to have fun! Twitter can be a really positive, intellectual platform so embrace this to engage with your online community.

THE TWITTER GLOSSARY REPORT BACK DATA USING THESE KEY TERMS • Tweet activity: The number of impressions your profile earned over the past 24 hours • Profile clicks: The number of people who clicked on your name, handle or profile photo • Hashtag clicks: The number of people who clicked on the hashtag(s) within that tweet • Detail expands: The number of people who clicked on the tweet to view more details • Embedded media clicks: The number of people who clicked to view the photo or video attachment

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exploring pinterest

THE POWER OF PINTEREST WHEN IT COMES TO SOCIAL MEDIA MARKETING, PINTEREST FOR BUSINESS IS YOUR SECRET WEAPON. HERE’S HOW TO UNLEASH ITS POWER… Words: PHOEBE BURT

P

interest is often overlooked in the marketing world. Despite 250 million people using the platform every month, it’s frequently considered a side social, one to be pushed to the back of the priority list. Don’t make that mistake: it’s time you put some love into Pinterest, especially if you consider yourself a creative. Fashion, interior, DIY, recipes – Pinterest has an ever-growing audience of creative customers scrolling through the visual platform, eagerly waiting for their next source of inspiration. And that could be you and your product! Paid-for or organic, Pinterest pins have the ability to bring you new, international customers, increased sales and big blog stats.

Mollie Makes pinned its piñata crochet cushion across three boards.

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TIME IS MONEY One of the main things that puts brands off using Pinterest is time. There’s no getting away from it: Pinterest does require a lot of dedication. You really need to be uploading at least one of your own images every day and repinning for at least half an hour per day. If you’re time-restricted, try repinning for ten minutes at the start of your day and ten minutes at the end. The more you can do the better but even ten minutes will help your feed stay fresh and engaging.

For original content, try using Pinterest’s new built-in scheduling tool. This way you can schedule pins to be posted when you’re too busy and at prime times like the evenings and weekends.

I usually advise trying to avoid repetition on social media or risk appearing salesy. Well, you can get away with being a little repetitive on Pinterest.

A user may have chosen to follow just one of your boards and not your whole profile, so pin your product shots across several relevant boards.

For example, we’ve posted our bright and playful piñata crochet cushion, Ralph, four times across three different boards. One each on the ‘pillow’ and ‘children’s room’ sections of our ‘interior’ board, one on our ‘crochet’ board and finally one on our ‘kids’ craft’ board. Now the same image is being interacted with by different audiences with different purposes and reflects the multifunctionality of the product.

PAID TO PIN Recently, Pinterest has brought in all sorts of paid opportunities so you can get your pins reaching a wider audience. Much like on Facebook and Instagram, you can promote a particular one-off pin or pay for targeted ads that will show your pin to a specific demographic over a length of time.

Head to Pinterest to set up your own ad campaigns and test out different images, captions and audiences to see which ones receive the most clickthroughs for you.

exploring pinterest

We also put Ralph on our interiors board to appeal to a different audience.

THE BEAUTY OF TRACTION At the time of writing, Ralph gained 108 impressions on our kids’ craft board.

But it’s not all about the money. One great tool Pinterest offers brands is the ability to submit boards to be featured. Pinterest has its own profile on Medium, www.medium.com/pinterest-creatorsblog-uk, and it’s here the company shares its latest stats, trends and topics of the month.

Keep an eye on Pinterest’s profile for its submission posts. The team will detail the themes or holidays they’re focusing on and the kind of boards they’re looking for, along with a link where you can apply. You may not get a reply or even be featured, but the whole process only takes around ten minutes and if you’re featured it’s a big boost.

However, the true power of Pinterest lies in its ability to drive traffic over months, years and decades. Whether it’s a paid pin, a carousel or literally just a pin you popped up in your lunch break, Pinterest’s ‘save to a board’ function means your post will receive more and more impressions as time goes on. Every time someone new pins your post to their board, it will appear in their followers’ newsfeeds – and so on. This means despite only two people having saved your pin on Tuesday at 1pm, your pin has the potential to be repinned thousands of times!

But surely Pinterest has an algorithm like Instagram, right? Nope and that’s why Pinterest is my favourite social network of all. Unlike other social media channels, Pinterest’s algorithm shows users the pins of the people they’re following in chronological order. Sure, it will throw in a few paid pins or suggested pins into your home feed, but your ‘following’ feed is entirely organic. As

3 WAYS TO GAIN MAXIMUM REACH

CAROUSELS Carousels are new to Pinterest and a great way of categorising pins together. Here we grouped the winter fashion projects from issue 99 of Mollie Makes into a carousel.

RAVELRY Instead of uploading pins then adding the website, we’ve started choosing the ‘save from site’ option.

This way shoppable tags automatically appear in the pin description.

GIFS/VIDEO We’ve begun uploading video content to help advertise the mag and share our tutorials. Video is great since it’s rarely seen on Pinterest and so it stands out.

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exploring pinterest

Give it time: several months from its original pinning, this macramé knots image has gained 1,200 link clicks.

long as people keep repinning, there’s a chance your content can be seen by users all over the globe for years to come.

PATIENCE WITH PINTEREST And that’s why patience really is a virtue with Pinterest. You can’t expect your pins to gain momentous traction immediately but the potential is there. Here at Mollie, Pinterest is our blog’s biggest driver of social traffic but none of it was instantaneous. Our ‘library of macramé knots’ image was pinned from our blog back in November 2018. Seven months down the line and it’s gained 1,200 link clicks and driven more and more traffic to our blog – a number that’s only growing as more people continue to pin the image. It’s all about the long game with Pinterest, so get out that planner and start making time for this fab social network.

You can thank us next year!

Check your impressions and see which pins garnered the most traffic.

YOUR PINTEREST TERMINOLOGY • Average daily impressions: The average number of times your pins appear in people’s feeds or search results.

• Average daily viewers: The average number of people who have viewed at least one of your pins per day.

• Original pins: Your own content that you’ve uploaded to the site.

• Power pins: Pins with a high mix of saves, link clicks and interactions.

• Affinity score: How interested your audience is in a topic compared to the rest of Pinterest.

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PHOTOGRAPH: MASKOT/GETTY

BRUSH UP ON PINTEREST’S LINGO RIGHT HERE

exploring pinterest

TOP TIPS FOR SMALL BUSINESSES PIN WITH EASE Add the Pin It extension to your browser for simple pinning from your blog and site.

Pin Everything Don’t just pin your blog post’s feature image. Pin every single image on your blog to different boards for maximum click-throughs.

GET CREATIVE! Make your own long-form pins. Stitch a selection of photos together in Photoshop along with your brand logo, then upload it to Pinterest. Long pins made up of a few images tend to perform better than small, square images.

DON’T DELETE old product pins Previous product pins are great for your brand identity and also SEO. If the product has sold out, try linking to something similar the user might like.

BE CAREFUL

USE YOUR customers

Take care with search engine optimisation – changing your board names changes their URLs.

Include your customers in your pins (with their permission, of course). Consider turning testimonials into pins. Or create galleries of customers wearing your goodies or holding them.

NEVER DELETE a board Keep all your boards (unless you’re purposely cleansing your Pinterest). Some pinners follow only some of your boards and by deleting them you could well lose some of your followers. If you really want to delete something, merge the board with another board instead. That way you’ll keep all your pins.

Find repins Use sites like www.repinned.net to discover pins people are currently repinning. They could provide you with your own ‘pinspiration’!

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Make money!

Consider using Etsy’s ‘Pin It’ button on your listings for ease of purchase. Shopify and Big Cartel are among the retailers who’ll help you do this too.

Join collective boards You can request to be added to group boards for topics such as ‘women’s fashion’. Once you’re accepted, you can start to pin your own products onto the board.

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exploring pinterest

LET’S GET ANALYTICAL LEARN WHAT YOUR FOLLOWERS ARE UP TO WITH PINTEREST ANALYTICS

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interest Analytics is a great little tool for marketers. Not only does it show you your profile’s reach and engagement levels, but it also teaches you more about the people following you. By clicking on the ‘audience insights’ tab you can see your followers’ age, gender, location and interests broken down into percentages. This kind of insight is vital for helping you shape your content within Pinterest, and by analysing these stats you can discover other potential avenues of business. For example, 67.3 per cent of our followers are into women’s fashion and 75 per cent of them are into jewellery, so we’ve

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started featuring more jewellery DIYs, not just on our Pinterest boards, but also on the blog and in the magazine.

Another handy analytical function is the ‘website activity’ section. Pinterest measures the number of people who’ve seen, saved and clicked on pins that you’ve directly saved from your site (this is where Pinterest plug-ins come in handy). It also shows you the number of times your blog readers have pinned images from your site to their own boards.

This number isn’t usually very high but it’s still interesting to see what content readers consider worthy of pinning.

exploring pinterest

THE SIX RULES OF PINTEREST PHOEBE BURT SHARES THE SECRETS BEHIND ESTABLISHING A DYNAMIC BOARD

1. Don’t overlook the description

PHOTOGRAPH: DANIEL FAZIO/UNSPLASH

The tiny description box on each of your boards might seem irrelevant, but you’d be surprised how useful it is. Just like SEO for your blog, you should fill your board descriptions with popular keywords and phrases that you can find by typing topics into the search bar. By popping these words into your descriptions, Pinterest can suggest your board to searching pinners and expose it to a wider audience.

2. Cross Promote It’s important to link your pins through to your different channels. Pin straight from your sales sites like Ravelry, straight from your blog and straight from your social media channels. Every pin is leading somewhere different but ultimately they’re all driving traffic back to you and your brand. To make pinning quicker, install a Pinterest plug-in onto your blog so that you and your blog readers can easily save your images to their boards.

3. Credit the source It’s really frustrating when pins aren’t credited properly and we don’t just mean crediting the image source.

It’s important that every pin links through to its rightful place. Old pins may link through to a tutorial on your blog that’s been deleted, or a product in your shop that’s now off sale. Update these broken links or risk losing valuable click-throughs.

5. Curate your boards There’s no excuse for messy boards. Use the ‘section’ function Pinterest provides and split your boards into multiple subsections. Now it’s nice and easy for your followers to find exactly what they’re looking for.

Name your board something simple and popular like ‘Christmas’, then categorise the sub-boards by important aspects like décor, food and gift ideas.

4. Think strategically

6. All about hashtags

Using your analytics tools, work out when your followers are online and schedule pins for when they’re most active. This will help you get maximum reach for every pin and get it the repins it deserves.

Remember though, if you have international followers like we do at Mollie, you’ll want to post at all hours!

Hashtags are super-important and help Pinterest show your pin to the right people. The search bar in Pinterest will show you alternative phrases for your topic based upon what people are typing in. Copy these phrases into your pin’s description, add a hashtag and voilà! Your pin has the ultimate reach.

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SOCIAL MEDIA MOLLIEMAKES.COM 79

meet the maker

THE FOUNDER OF THE FAMILYRUN LUXURY STATIONERY BRAND – ALSO CALLED KATIE LEAMON – OFFERS HER SAGE, CREATIVE BUSINESS ADVICE

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riting and sending a card or letter to someone shows that you’ve dedicated a part of your busy day to show them you care. So, whether it’s online or in beautiful stationery form, Katie Leamon’s business is about connection. Real-life connection. It’ll come as no surprise then that, despite the luxurious paper finishes and gorgeous designs, her brand’s tone of voice feels both grounded and authentic. Here she shares her tips for social media, finding your voice and the balancing act of running a creative business.

MEET THE MAKER

CARDS ON THE TABLE WITH KATIE LEAMON Words: SARAH GANE Photographs: RUAIRI TEATUM / LAURA HUTCHINSON PHOTOGRAPHY

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Stay true to yourself “Social media is an increasingly timeconsuming and important area of our marketing. We have a very organic following, which is lovely, and get some really engaging customers. We try to keep our posts present and true to the brand.

“We vary content from the brand’s voice and my own, depending on what we’re talking about that day. The brand is synonymous with me – it’s so personal that inevitably the posts are always going to be a bit intertwined. When I first started in 2010, social media was only just taking off – or at least I wasn’t overly aware of it – but I think it’s now a powerful tool for a brand. But it can also be quite overwhelming.”

Define your audience “It’s crucial to pinpoint your visual brand message early on in launching a company and then translate it digitally. Who is your customer? What is your message? What feeling do you want your photos/brand/ product to evoke? I think all these things help you build a profile you can then identify with. Find words that come to mind and make sure they’re reflected in all avenues of your business, from your product to your service to your Instagram account and so on.”

01

Stickers and

compliment slips with every order help to cement brand identity.

02

Katie tries to

spend half each working day designing and coming up with new ideas.

01 02

Try not to get sucked in “I think it’s hard not to get bogged down in how social media can portray success, leading to unnecessary competitiveness between brands. It’s important to remember there’s a fair amount of smoke and mirrors involved in most social media. I stay off it personally to try to overcome this. Our work accounts are all linked to my phone, so it’s hard to switch off from without social media for personal use too. I don’t like to spend any more time on social media than necessary as there’s almost too much information out there to get swallowed up in.”

Don’t be hard on yourself “In an ideal world we’d provide more content – conversation-based things on Facebook and then more product-based imagery on Instagram, as we tend to see that’s how people engage on those platforms. But, inevitably, we have to use the same content across channels sometimes as we either want to make sure we can reach everyone, or don’t have the

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MEET THE MAKER

resources to build separate content for all avenues… you’d never stop! Pinterest is something I use for ideas occasionally, particularly if we’re planning a trade show and I’m looking for room layout ideas, but we don’t post for the business as much as we probably should. Our main social media channel is Instagram, largely as it’s the one I’m most familiar with and, like Pinterest, it’s more image-based.”

Consider sharing your skills “Running your own classes is a great way to remind yourself of your story and how much you’ve learnt. It’s lovely being able to teach your craft and see how well people take to it and engage with it. It was something we were asked about doing for a long time before I plucked up the courage to do it. I hate public speaking, so it was a real battle to get myself up and doing it. I’ve now realised that people are there because they’re interested, and actually it’s very easy to talk about a subject you know inside out.

“For anyone thinking of starting classes, work out the location where you’ll be able to host properly, as well as being easy and engaging for the customer. If you feel nervous about speaking aloud, as I did, I can only say just to try it because it’s never as bad as you think it’s going to be. People are just there to listen and learn, and remember that you are worthy of teaching them.”

01

01

Katie’s products

have a distinctive style, which helps with visual promotion online.

02

Taking the time

to photograph

With the gift of hindsight…

“Looking back, I think maybe I would have planned a little more strategically.

I make almost all my decisions on gut instinct, and it’s only now I’m trying to learn more about strategic thinking and business models that would have been handy at the start when I was finding my feet. I also had no idea how crucial online presence would become and so my initial websites were simply made to look good.

With hindsight, I would have brought in better functionality earlier on!”

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everything in a way that fits with the Katie Leamon identity pays off in terms of brand recognition.

03

Katie’s desk time

is divided between admin and creating, while life is a juggle too!

02

meet the maker

Put in the hours.

“Be prepared to work hard. Juggling family life and work can be challenging, but it’s also really rewarding. I highly recommend sitting down and clearing your mind, then write anything and everything that comes to you regarding the business idea. Then begin to pinpoint key words, phrases and a visual identity that you want your business to portray.

What does it look like to you? How does it feel? Then decide what it actually is, what’s the product you’re thinking about.

Start with ‘why’ rather than ‘what’.”

Katie Leamon Ltd is a design-led, luxury stationery brand founded in 2010. The company is rooted in the desire to create beautiful, practical products and is best known for its hand-printed greeting cards, pencils and notebooks. www.katieleamon.com

03

A TYPICAL DAY IN KATIE LEAMON’S STUDIO “We’re based across two studios: one’s in North London, the other is a family-run production studio based on a farm out in Essex, so I tend to start by catching up with both studios over a cup of rooibos tea. I’m based in the London studio and we have a Monday morning meeting where we discuss the plan for upcoming events, newsletters, sales plans and design ideas. I juggle running the business alongside looking after my little boy, so I only get into the studio three days a week, so it needs to be productive time.

“I’m not someone to work in silence, particularly when I’m designing, so we always have Spotify on in the studio.

We actually have a Katie Leamon playlist that we curate for our newsletter every fortnight, so we’re often listening to one of those.

“I try to spend at least half my day designing, but that can be anything from layout, to research, to sampling, to actual hands-on design. I have a big moodboard behind my desk where I pin inspiration, samples, colour swatches and so on, as well as a huge moodboard-style wall upstairs that

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I continue to add to. It’s an ever-changing wall of ideas, designs, old favourites, new ideas and random finds.

“We’re a small team, so inevitably I’m also involved in other aspects of the business and also have a lot of company admin that takes up a lot of time. Luckily my partner, Ruairi, and I run the company together now, so it helps to share the load with him. We have meetings with the production studio every couple of weeks, ensuring the team are all okay and ironing out any issues that might have arisen.

“About once a month I try to work from our production studio, so I can remain hands-on with the product and check in with the team properly. At this end of things we’re fulfilling orders, printing our cards, letter paper and postcards, as well as doing all our finishing touches and packaging. It’s a busy, lively studio where no two days are the same! My days in our London studio are a little more peaceful with more time to reflect on design, brainstorm new ideas, review samples, plan our marketing strategy and organise the next show.”

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exploring podcasts

LISTEN UP PODCASTS OFFER THE POTENTIAL FOR YOU TO STRENGTHEN THE BOND WITH EXISTING CUSTOMERS AS WELL AS REACHING NEW LIKE-MINDED LISTENERS. TUNE IN TO FIND OUT MORE… Words: SARAH GANE

P

odcasts have been steadily rising in popularity over recent years and it’s easy to see why. From a listener’s perspective it’s an opportunity to step into a new world of creativity and inspiration without ever having to leave the comfort of your own home, car or studio. They offer you to chance to learn more about a person, brand or subject, often while making use of spare pockets of time.

From a business owner’s perspective, podcasts offer you the chance to tell your audience a little more about yourself – interests, process, values, behind-the-scenes info… It adds a new dimension to your brand’s identity and can help you connect with like-minded listeners.

WHO, WHAT, WHY The sheer volume of podcasts out there can make it hard to know how to pitch yours, but there’s room for everyone. Spending time in the planning stages will help keep you focused too. “Start by figuring out what will make your podcast different,” explains Dear Handmade Life’s Nicole Stevenson (www.dearhandmadelife.com). “What will set you apart? It may feel like you won’t find enough

10 GREAT PODCASTS TO DISCOVER • The Blogtacular Podcast by Kat Molesworth • Dear Handmade Life by Nicole Stevenson • Hashtag Authentic by Sara Tasker (@MeAndOrla) • In Good Company by Otegha Uwagba • Distraction Pieces by Scroobius Pip • Design Matters by Debbie Millman • The Tim Ferriss Show by Tim Ferriss • Courage + Spice by Sas Petherick • How To Curate Your Life by Lizzie at Smug • Creative Pep Talk by Andy J Miller

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Kat Molesworth prepares well before she records her podcasts.

listeners when you narrow your niche, but getting specific will help you find your ideal audience.”

Once you’ve defined your podcast’s aim, it’s time to think about the numbers: how many episodes do you want to record? How frequently will they be released? Will it be part of a series? Keeping it manageable with your current commitments will ensure you don’t lose interest or momentum further down the line.

If you want to feature guests in an interview-style format, it’s vital this is done well ahead of time.

“The trick to getting good guests is to ask a lot of people and ask them frequently,” explains Blogtacular’s Kat Molesworth (www.blogtacular. com). “You might get knock-backs, so make sure your guest list is longer than you need for a series.”

TEA AND A CHAT While it’s really important to do plenty of research beforehand, it’s equally important that you allow for flexibility in the conversation. “In terms of questions, I don’t write any before an interview,” says Kat. “I’ll research my guest, find out about their history and ask them for topics they’re

exploring podcasts

Kat in action at a Blogtacular event.

PHOTOGRAPH: AMBER-ROSE PHOTOGRAPHY

then pass the episodes to my editor who does the magic. If you can, budget for an editor to do it, they have the experience and software to make sure you sound professional from the beginning.”

If you’re editing your podcast yourself, royaltyfree music and jingles can help recordings come to life. Check out sites such as www.audiojungle.net or www.premiumbeat.com for something that fits with your podcast’s tone and style, but make sure you read the licensing restrictions before buying them.

MAKE YOURSELF HEARD

interested in discussing. I use this to give myself a mental map of where the discussion might lead, but when we get on the line it’s always about how the chat unfolds. I react to my interviewee and what they say rather than use set questions, so that we go deep and give listeners something unique.”

If you’d prefer to prepare a list of questions first, Kat advises asking open questions “beginning with who, what, how, why or when”. But once you’ve asked them, give the interviewee a chance to answer fully. “Discipline yourself not to circle the question – asking something, then talking around it with your own assumptions and follow-up questions – simply ask, then shut up,” says Kat.

Finally, when it comes to uploading, if you pay for hosting through services such as Buzzsprout (www. buzzsprout.com) a lot of the legwork is done for you.

You can keep costs down and do it yourself, though. If you’re uploading to places such as iTunes, Spotify or Google Podcasts, bear in mind you’ll also need to include cover artwork. And don’t forget to write descriptions that are snappy and specific so people know what to expect.

However, the main thing is just to have fun and experiment. And as Nicole says, “If you’re starting out or going through a transition with your podcast, don’t be afraid to let your listeners know you’ll be experimenting with the format during a few episodes and that you’d love their feedback.”

After all, whether you’re in the studio or on social media afterwards, podcasts are all about encouraging interaction and conversation.

MIC, CHECK It’s always important to remember that with even the best-laid plans, problems do pop up from time to time. “Good sound is always the biggest challenge of the podcaster and we’ve had our share of mishaps there, from recordings failing to sounds being too bad to broadcast,” says Kat. “Get the best mic you can afford on your budget,” she advises. “Read reviews with a critical eye. Currently I use a Rode mic, which I run through an audio interface into my PC.” Nicole’s favourite is the Samson Go Mic. “I love my Sudio headphones – not only do they look cool, but they’re noise cancelling,” she adds.

When it comes to editing, you can do it yourself using software such as Audacity or GarageBand.

For Kat, her Creative Cloud subscription comes in handy: “I record and edit with Adobe Audition and

Nicole Stevenson’s Dear Handmade Life podcast covers a new topic in each show.

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exploring video

PHOTOGRAPH: @THEFOLDLINE

Kate and Rachel of The Fold Line host videos for the sewing community.

HOW TO BE A VIDEO SUPERSTAR FIND YOUR VIDEO MOJO AND DISCOVER THE RIGHT STRATEGY FOR YOUR BRAND Words: SARAH ORME

M

aking videos is a fun and creative way to get the word out about your brand and it’s an incredibly versatile medium to explore. And the fact is that most social media platforms actively promote video in one form or another, and their algorithms help to put your content in front of potential customers. According to research by Google, six out of 10 people would rather watch online video than TV, and video views are growing every year – especially on mobile phones.

Even if you choose not to post videos on a regular schedule, it’s still something you can use occasionally to promote special events or offers, or just to entertain your followers. But, before you get started, it’s a good idea to be aware of the requirements of the different social media platforms. On Facebook, you can upload videos of up to 45 minutes, but they recommend you upload videos of at least three minutes long. If your video is three minutes or longer, it will be seen organically by more people thanks to Facebook’s

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algorithm. It’s a good idea to also add captions, as around 85% of Facebook videos are watched without sound.

YouTube’s default video length is 15 minutes, but if you verify your account on your dashboard then you’ll be able to increase your limit. Another option is IGTV, Instagram’s video network, which allows you to post vertical videos lasting from 15 seconds to 60 minutes. On your main Insta feed, videos can only be a maximum of 60 seconds. To get started on IGTV, you can either upload from your computer desktop or from Instagram’s IGTV app. Twitter also supports videos up to two minutes and 20 seconds in length.

FIND YOUR VIDEO TYPE A vlog (video blog) is a first-person video diary that’s usually very relaxed and personal in style – if you’re looking for a good example for inspiration, try Lisa Comfort’s videos on YouTube. If you’re not camera-shy, starting a vlog is a great way to engage

exploring video

Instagram is great place for makers to include video tutorials.

Lisa Comfort shares her creative life on YouTube.

with your followers, and the format suits most social media channels, particularly YouTube and Instagram. You need very little to get started – just a smartphone and perhaps a tripod. You can prepare as much or as little as you like beforehand, but it won’t sound natural if you read a script. Use vlogs to talk about your inspirations, share tips and ideas, and anything else that comes to mind. If you feel uncomfortable, try doing a practice run or rehearse what you intend to say to help it sink in.

Think about your time and energy before you commit to doing a regular vlog. If you’re short of

HANDY EQUIPMENT INVESTING IN A FEW BITS OF KIT CAN HELP YOU TAKE YOUR VIDEOS TO THE NEXT LEVEL If you’re looking to improve the quality of your videos, a tripod is a good place to start. If you’re recording yourself talking to camera, then a GorillaPod can be useful. These are tripods with flexible legs so you can attach them to a convenient chair, lampshade or anywhere you need to set up. They’re an affordable option, but you may need to be creative to get the results you want.

To get the best sound quality, you can attach a clip-on microphone, such as a Lavalier, to your clothes. If you’re taking overhead videos, then it’s worth investing in a tripod with a central column that can be extended over your work in progress. You can combine this with a smartphone tripod mount if you’re shooting using your phone – look for mounts with a 360º rotation so you can shoot both portrait (vertical) and landscape (horizontal) videos.

Another way to improve your videos is to invest in backdrops.

You can find nice vinyl backdrops with a variety of styles that resemble everything from rough wooden boards to marble worktops. Wallpaper is a cheap alternative that will give you a similar effect or you could use coloured paper or fabric.

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time, you may find your initial enthusiasm quickly wears off. A weekly 5-10 minute video might be all you can fit in, and that’s fine. Make sure you schedule it for a regular day so your followers know when to expect it. After a while, they’ll start to look out for it.

GETTING STARTED Kate and Rachel, founders of The Fold Line (www.thefoldline.com), have used vlogging to help grow their following. “It’s transformed the way we interact with our customers,” says Kate. “Our style of video is informal and is often just one of us chatting to the camera. We run a business selling sewing patterns from independent designers so a lot of what we produce is there to inspire and inform people of new styles. People pop on our videos to keep them company while they sew.”

They release a few themed videos every month and people seem to like the consistency, but Kate says she finds it hard to film when out and about: “I still find talking to the camera out on the street hard. The downside of film is that you can’t hide how you feel.”

Kate’s advice for people who want to start their own vlog is: “You just have to start! For the first few you’re going to feel like an idiot talking to the camera, but after a couple of goes it gets easier. You also don’t need snazzy equipment – we filmed the first six months of our videos on a phone!”

Once you’ve built up confidence, you might want to give live video a go on Facebook, Instagram,

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exploring video

A chatty informal style works well for engaging audiences.

If vlogging and live videos aren’t your cup of tea, don’t worry because there other video formats that might suit your brand better, such as a craft tutorial video. If you’re doing a tutorial video, there are a number of benefits for your brand, as you can present yourself as an expert and build up your reputation within the craft community. Producing good content also means your videos are more likely to be shared online. If you’re explaining a technique or fixing a common problem you might be able to record something quickly, but showing a longer project requires more preparation.

The show-and-tell element of video is invaluable for crafters worldwide.

YouTube or Twitter. The principles are similar across the social media channels – you’ll be sending your thoughts out live to your followers and will be able to engage with them in real time. If you’re planning to do a live video, it’s a good idea to let your followers know in advance so they can tune in at the right time. If you can, give them another reminder right before you start. Take a look at your analytics to find out when most of your followers are online so you can choose the right time to post your live video.

LEARN THE LINGO

TUTORIALS AND GUIDES Start off by getting everything you need ready to use. You can keep any materials on display while you record the technique, as this will show your viewers what you’re using. If you like, you could start your video by talking through your products and explain your choices. A good way of filming craft tutorials is to shoot overhead using a tripod so that it’s easy for your followers to see exactly what you’re doing. If you’re looking for inspiration, check out Buzzfeed’s Nifty video series to see how they demonstrate creative DIY ideas.

Sometimes simply watching a craft technique in progress can be compelling if you show the process

COMMON TERMS YOU MIGHT COME ACROSS WHEN CREATING VIDEO • Aspect ratio: This refers to the vertical and horizontal dimensions of the video, which vary depending on the social media platform you’re using.

• Export: When you’ve finished editing your video you usually need to assemble it into one file and you can do this by exporting it.

• Panning: This is when the camera moves from side to side – an effect that you can also apply to a still image if you like.

• Temperature: The colour of your video can either be blue-tinged (cold) or yellow-tinged (warm).

• Transition: When you move between two separate video clips this is called a transition. You can add special effects to this.

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Shooting overhead using a tripod is a good way for your audience to get the best view.

exploring video

HOW TO MAKE A STOP-MOTION VIDEO ADD SOME QUIRKY STYLE TO YOUR VIDEOS WITH STOP-MOTION ANIMATION

shot and make sure they’re completely out of sight before you stop moving them.

5. Play around. Make things appear and disappear between shots or move your props from side to side to make them dance.

Have fun with it!

6. Export your video from the app and upload it to your social platforms.

A tripod is essential for stop-motion video. Use an overhead column for a flat-lay effect.

1. Download a stop-motion app, such as Stop Motion Studio (free, with in-app purchases).

2. Set up your mobile phone on a tripod (it’s difficult to do stop-motion without one). A tripod with an overhead column works well if you want a flat-lay effect.

3. Set up your props with a suitable backdrop and plan how you want them to move. It might help to draw a storyboard for each shot or to write a list before you start.

4. Move each prop a tiny amount each time and take a photo. The smaller the movements, the smoother the finished animation will be. Think about how your props are moving in and out of

Play, experiment and have fun with stop-motion video! The more creative you are, the more shares and likes you’ll get.

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exploring video

Keep an eye on your analytics so you can make an informed choice about future posts.

5 TIPS FOR BETTER VIDEO TRY THESE TIPS TO CREATE SPARKLING VIDEOS AT HOME

Consider your lighting Where does the light fall when you’re filming? Is there sunlight behind you? Is it going to get dark while you’re shooting? This is worth keeping in mind from the beginning.

Add music If you’re uploading your video to YouTube, make use of their audio library (www.youtube.com/audiolibrary/ music) or look for Creative Commons music online.

Try storyboarding If you’re making a complex video it’s helpful to sketch out a storyboard before you start filming to help you decide how to order each sequence. It may also help you decide the order in which you shoot your videos.

Make cue cards Worried that you’ll forget what to say? Write bullet points on a piece of card and stick them up behind the camera so you can look at them if necessary.

Free up your memory If you’re recording on your phone, try to free up as much memory as possible before you start. There’s nothing more annoying than discovering that your phone stopped recording halfway through.

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Video are highlighted larger in Instagram’s Explore feature

followed by a reveal of the final product. Good examples of this are lino-printing videos on Instagram, where crafters peel back the paper to show off the finished print.

If you want to show your work in progress it can be fun to do a timelapse video. You might find you don’t have enough phone memory to film the whole process this way, but if you shoot the most interesting part of the project then it’ll still be fascinating to watch.

Another creative idea is to make a stop-motion video. These are cute to watch and really fun to make. They don’t need to be polished and perfect, because imperfections and juddering movements are part of the charm of stop motion. While these might take time to make, the result is very satisfying, so you could save these to promote something special. Check out our tips on page 89 to find out how to make your own.

exploring video

MEASURING YOUR SUCCESS There are several ways to measure your video’s success: you can look at views, completion rate (how much of the video your viewers watched), impressions (how many times the video was seen in a newsfeed), likes, shares and comments. Not every video will get a million views on YouTube, so think about what you would consider a good number of views and make that your target. Once you’ve built up a few videos, you’ll be able to analyse your stats and get an idea of what’s working – or not working.

Views will tell you how many times your video has been played, but it doesn’t tell you whether they watched the whole video. Completion rate is a good statistic to look at because this will give you an idea of whether your video captured your audience’s attention. Facebook often uses the ‘three-second rule’ – they believe if you can intrigue your viewers in the first three seconds then they’re likely to carry on watching. If your views are dropping off early in the video, you might need to change your approach. It might help to give your viewers an incentive to watch to the end by telling them what’s coming up if you’re doing a vlog.

Encourage followers to leave comments below your videos – on social media channels such as Instagram and Facebook this increased interaction tends to increase the reach of your video thanks to the platforms’ algorithms. This also means your work will be seen by more potential followers who just haven’t met you yet!

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Facebook’s three-second rule says if you can captivate your viewers within a few seconds they’ll keep watching.

SOFTWARE MUST-HAVES ESSENTIAL PROGRAMS FOR GREAT VIDEO • Stop Motion Studio This simple app is available for iPhones and Android devices. It’s free, but you’ll need to pay for extra features.

• Fliptastic Short of time? Use Fliptastic to make a quick slideshow for your social feeds.

• Hyperlapse This free app created by Instagram allows you to make beautiful timelapse videos.

• Boomerang Make quick, looping videos on the go with this free Instagram app.

• iMovie If you’re a Mac user, this basic software will help you to get started quickly. It’s intuitive to use and will allow you to cut video clips, add music and add still images if needed.

• Windows Movie Maker This is a great basic video editor for Windows users. It’s very similar to iMovie and is suitable for beginners.

• Movavi Once you’ve progressed beyond the basics, you might want to invest in better software. Movavi is available for Windows, Android, iPhones, iPad and Macs and includes bundles of graphics and effects to suit your brand.

• Adobe Premiere Rush This video-editing app is currently only available on iOS, Macs and Windows. It’s not yet available on Android devices. Among its features, this app allows you to shoot video from the app and begin editing right away. It’s available with a monthly subscription of £9.98.

• Adobe Premiere Pro This video-editing tool is at the upper end of the market, so not suitable for beginners, but it might be a worthwhile investment once you’ve gained some experience.

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ILLUSTRATION: MATILDA SMITH

newsletters

YOU’VE GOT MAIL AN EMAIL NEWSLETTER IS A GREAT WAY TO COMMUNICATE DIRECTLY WITH YOUR CUSTOMERS. FIND OUT HOW TO GET THEM READING… Words: SIAN MEADES Illustration: MATILDA SMITH

M

ost people hate email. It’s often the worst part of our jobs. It takes us away from what we love doing and makes us feel guilty when we ignore it. But what if there was another way to approach our inboxes? What if emails were fun? I write newsletters for a living and believe that emails can be interesting, engaging and enjoyable to read.

Studies have shown that the average work inbox contains 199 unread messages, and you almost certainly know someone with tens of thousands of unread messages (it might even be you). Your inbox is probably a sea of mailing lists you don’t remember signing up for (and in some cases you probably didn’t), a message from your mum complete with six photos of the cat, three emails about a hen party and one marked ‘urgent’ when it’s really not. The truth is that we want better email, not more of it.

Over the last few years there’s been an uptake in newsletters that are just for fun. Emails that we do want, and that we actively sign up for. Women are very much leading the charge here, creating exciting newsletters that we love and learn from, and more and more we’re turning to our inboxes for interesting content that we can’t get elsewhere.

For many, the inbox has become a quiet spot away from the noise and hustle of social media.

On Twitter and Facebook where everyone is shouting directly at you, newsletters are a calming respite. Yes, they’re still a broadcast, but we choose to opt in and we choose when we consume.

Crucially, there are no anonymous comments.

There’s no internet outrage or mansplaining after you’ve hit ‘publish’. I’m sure that one of the many reasons so many women have flocked to newsletters as a platform is because they provide a safe space to create and share. Newsletters allow you to foster a real relationship with your community. You’re not talking to everyone, you’re only talking to people who care and that’s a very powerful tool.

I launched my first newsletter one lunchtime when I was in a job that was making me desperately unhappy. Inspired by writer Jean Edelstein’s email Thread, I was set up in 20 minutes. I used Tinyletter because it was free and easy. The newsletter had a simple concept, it was funny and it was easy to digest. It was also profitable, thanks to my use of affiliate links and it paid for the first year of my MA. It also paved the way for my publishing company and my lifestyle newsletter, Domestic Sluttery, reaches thousands of readers every week.

Now I write emails for a living, creating newsletters for brands and magazines and I curate the popular media industry newsletter Freelance Writing Jobs. The newsletters I’ve written have come in all forms, and I’ve learnt just how powerful that audience connection can be, both personally and professionally. I’ve also learnt a thing or two about what works and what doesn’t.

Here are ten tips to get your newsletter started and really make email work for your business.

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newsletters

1

2

WANNA BE STARTIN’ SOMETHIN’

FEELING CONTENT

GETTING THINGS RIGHT FROM THE START

WHAT TO SHARE (AND HOW TO MAKE IT LOOK GORGEOUS)

STICK TO A SCHEDULE

WHAT TYPE OF EMAIL

Will you send daily? Weekly? Or every other Wednesday? Sticking to a schedule is key so your subscribers get used to seeing you in their inbox.

Create a content plan before you start writing – it’ll help you keep on track once the initial enthusiasm has dwindled.

Is your email going to share information about your business? Are you offering a service or creating original content? The best mailers have a simple hook. Seek out other newsletters and figure out what you enjoy and what you don’t. Ask yourself why you sign up for mailing lists and what entices you to keep opening. Use this to build something that’s right for you and your audience.

SIZE DOES MATTER The length of your email is important. Too long and readers won’t get through it and you’ll be exhausted from putting it together each week. Too light on content and people won’t bother opening it and you risk being caught in spam filters. Find your sweet spot.

PICK THE RIGHT PLATFORM Now you’ve figured out a plan, pick a platform that suits your needs. Tinyletter is free and it’s the easiest option to get started quickly but the design and analytics options are limited. MailChimp gives you more options but prices increase quickly.

Weigh up the options before paying.

MAKE YOUR EMAIL LOOK PROFESSIONAL Poor design can let you down. Luckily most newsletter providers have simple templates that you can edit so you’ll be able to create something that looks pretty slick. If you’re really struggling, hire a designer to build your templates. Once you’ve got a theme that works, adapt it to suit your content.

CREATE CONTENT THAT HAS A PURPOSE It’s not your usual competitors that you have to think about. When you land in someone’s inbox you’re competing with their mum, best friend and boss. It’s a very personal space. No one will stumble upon your newsletter like they would a website – they’ve actively signed up for it so when you send a newsletter it can’t be wishy-washy. If it doesn’t deliver what it promises, the ‘unsubscribe’ button is right there. That sounds daunting, but it highlights just how powerful email has the potential to be. Make sure your content has a purpose.

CHANGE THE SUBJECT Nail your subject lines and your readers will open your emails. Keep them short and intrigue your readers so they’ll keep opening.

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newsletters

3 STATISTICS AND SUBSCRIBERS IT’S ALL ABOUT ENGAGEMENT

WHICH IS THE BEST PLATFORM FOR YOU? TINYLETTER The quickest, easiest way to launch a newsletter is with Tinyletter. The landing page is all ready to go and the basic templates mean that content and text are king. You don’t need to worry about HTML and template designs. Best of all, it’s free if you’ve got fewer than 5,000 subscribers.

SUBSTACK

KEEP TRACK OF YOUR OPEN RATE Of course it’s tempting to follow your subscriber rate closely, but the two numbers that tell you when you’re nailing it are your open and click rates.

If you spend hours crafting an email and only nine people on your list open it (and your mum is one of them), rethink your approach. Subscriber numbers are useful but engagement is far more important. The people who love your email are the ones sharing it with the friends and colleagues.

BE CAREFUL OF SPAM FILTERS The worst thing is sending out an email and no one seeing it because it’s fallen foul of spam filters. Be wary of using too many warning phrases (anything about saving money or getting rich is a killer), and avoid lots of symbols in your subject line. If you stick to strong, original content that’s high quality – which is exactly your aim – your emails will be delivered without trouble.

If you’re not quite ready to leave your blog behind entirely, Substack might be the answer. It’s somewhere between a blog and a newsletter: people subscribe to your content, but they can opt in via email, too. This option is particularly good if you want to monetise your content and offer your readers different options.

MAILERLITE Often touted as the cheaper MailChimp alternative, MailerLite has a lot of similar functions but for a much more reasonable monthly price. ($30 a month compared to MailChimp’s $50). However, you don’t get as many customisation functions with MailerLite, and if you’re looking for incredibly useful and detailed audience reporting, the Chimp might sway you.

MAILCHIMP If you want something with more bells and whistles, stats and customisation options, MailChimp is a strong option.

However, you do have to pay after you’ve reached 2,000 subscribers and those monthly fees increase quickly if you’ve got a large number of subscribers. Weigh up what’s really important to you before you dive in.

CONSENTING IS IMPORTANT Recent GDPR regulations mean that you can’t just sign anyone up to your mailing list, you need their permission. Make sure you check the rules before you launch, otherwise you could face a hefty fine.

If someone doesn’t want your email, they’ll mark it as spam which affects your delivery rates.

Remember, a newsletter is a temporary space with a very short shelf life. You have space to try new things and learn from your mistakes. Approach your newsletters as you would any other part of your business: send emails that you would love to receive. Brightening up someone’s inbox could change their day and your future.

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other platforms

LET’S GET CONNECTED LOOK BEYOND THE MOST POPULAR SOCIAL MEDIA PLATFORMS TO FIND MORE CONNECTIONS, SAYS SARAH ORME

LINKEDIN While LinkedIn isn’t known for its beautiful pictures of crafty makes, if you’re trying to build a creative business it’s a great way to network and find potential stockists and customers. Start by prepping your profile – it’s a good idea to think of it as your online CV.

Use LinkedIn to find people you can connect with. Look for people with 500+ connections to help you grow your network.

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Once you’ve completed all of your necessary details, add a summary to say what you’re looking for and begin adding contacts.

Look out for people with 500+ connections to help you grow your network – these people are gatekeepers who can introduce you to new contacts. LinkedIn isn’t keen on people adding total strangers to their network, but if you include a personal note when you send an invite then you’re more likely to be accepted.

LinkedIn isn’t just about making new connections, it’s about building them up too, so it’s worth spending a bit of time endorsing your contacts for their skills or writing recommendations on request. Like Facebook, there’s also a number of useful groups you can join to exchange ideas with other crafters and bloggers.

Look out for networking events in your area to grow your contacts – or why not start your own?

LinkedIn is a great way to make an introduction, but building a relationship can happen offline with a chat or a coffee.

other platforms

your blog or website, but it’s good to keep your content balanced. Promoting yourself all the time can be a turn-off for your followers.

TUMBLR

One for the teens and millennials: Snapchat videos disappear within 24 hours, but craft tutorials and quick makes are popular on this platform. Why not plan a takeover with a fellow crafter and reach new audiences?

Tumblr is a fun combo of social network and micro-blogging platform. It allows you to share everything from links to video content in a stylish feed that can be used to showcase your work. It’s not surprising that so many bloggers have made it their home, sharing ideas, projects, patterns and much more.

Most of Tumblr’s 463million users are aged 1829 and it’s not overwhelmed by marketing yet, so your posts are more likely to be seen and not lost in a swarm of sponsored posts.

Like Instagram, Tumblr is driven by hashtags, so take time to research the ones that work best for your craft. For example, you might use #knitblr, #knit and #yarn.

Tumblr is a useful platform if you don’t want to set up a website, as you can curate all your posts into a beautiful blog that’s easy to customise to fit your style.

SNAPCHAT If you’re looking for Generation Z, you’ll find them on Snapchat. Most of the platform’s users are in the 12-24 age bracket and it tapers off dramatically among the over-25s. In spite of that, craft tutorial videos and quick makes are a winner on Snapchat.

Snapchat videos disappear after 24 hours, so you might find that it takes a lot of energy to maintain your channel. Studies have shown that engagement tends to drop off after the fourth story on your feed by 36 per cent (Snaplytics), so don’t go overboard with your posting.

As on Instagram, takeovers work well on Snapchat to help grow your following and engagement, so why not arrange some swaps with fellow crafters or bloggers?

Snapchat has a swipe option to add links to your stories, so you can use it to drive traffic back to

It’s easy to curate and customise a beautiful visual blog with Tumblr, and you can find other bloggers related to your field.

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understanding advertising

MAKE ADS WORK FOR YOU SHELLING OUT FOR ADVERTISING CAN BE NERVE-RACKING, BUT IT CAN HELP YOU TO REACH THE RIGHT PEOPLE Words: SARAH ORME

Y

ou’ve set up your website and your Etsy shop, you’ve taken some beautiful photographs of your makes, but customers just don’t seem to be finding you. Setting up online ads or promoting posts on social media could be the answer.

Online advertising allows you to target specific interests so that you’re not lost among all the

thousands of other craft sellers out there. If you’ve already built up a strong social media presence, it makes sense to start there.

Your followers are already interested in your products, but are they seeing all of your posts?

Facebook and Instagram’s algorithms often mean that you don’t see every single post from every page that you follow. Using ads or boosted posts can help to increase your visibility and you can target your customers.

FACEBOOK ADS Facebook advertising enables you to target your customers based on their age, gender, location, interests and more. You’ll need to start by setting

Use the Facebook Insights Tool to select your relevant audience by their interests.

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Pinpoint your audience further with specific criteria to get better results from your ads.

understanding advertising

Choose to promote your business to the whole of Facebook or just people who follow your page.

up an Ads Manager account for your page. Once you’ve done that, the next step is to do some research into your audience using Facebook’s audience insight tool (www.facebook.com/ads/ audience_insights). What are their hobbies? How old are they? Where do they live? What websites or blogs are they likely to follow? All of these things will help you to target your ads to get the most out of your budget. Try not to go for topics that are too broad: ‘craft’ or ‘creativity’ might be too vague, so try to narrow it down for the best results.

By being specific you’re much more likely to reach the customers you really want. Once you’ve done this, you can save it in your ad manager as a ‘set’ that you can use again for future campaigns.

Facebook ads are like entering into an auction where you’re competing with other brands for limited space. You’ll need to select a goal for your campaign: brand awareness, consideration (such as page likes, video views or event responses) or conversions.

You’ll need to set a budget for your ads and say how long you want it to run for. Next you’ll need to choose whether you want to use images, a slideshow or a video to promote your products.

You’ll also need to write a catchy headline, some post text and a call to action.

INSTAGRAM FOR BUSINESS If you’ve linked your account to Instagram, you can also set up the advert in Facebook Ads Manager. If you’re planning to advertise on Instagram, you’ll need to make sure you’re using

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Choose your campaign objective. Want to promote your blog or website? Click on ‘Traffic’.

USING FACEBOOK ADS MANAGER SET UP YOUR ADS AND TARGET YOUR CUSTOMERS WITH THIS USEFUL TOOL • Location: Set the area you want to target. You’ll see better results if you narrow it down to a smaller area, such as a city, rather than trying to cover the whole country.

• Age: Set your age bracket and see if it matches your list of targeted interests.

• Gender: Do you have a preference on who you reach?

• Interests: For example, you could target ‘knitting’ or ‘crochet’ or a magazine such as Simply Crochet. You could also focus on other pages that people follow.

• Connections: Target people who like your page, friends of people who like your page and more.

• Pages: Reach people who follow pages similar to yours.

• New audience: An estimate of how many people are available to target.

• Audience info: Explore their education level, relationship status and so on.

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understanding advertising

Get a snapshot of how your Google ads are faring with the Overview page.

The last stage of your Facebook and Insta Stories ad is to decide your budget and who’ll see the ad.

a business account. You can switch this easily by going into your settings, tapping on your account and then scroll down to find ‘switch to business account’. Moving to a business account has the advantage that you’ll see better analytics so you can see how your posts are performing.

As on Facebook, you’ll need to choose an objective for your advert. There’s the option to create a ‘split test’ so you can run two different versions of an ad to see which performs the best and set a budget per day.

Under ‘placements’ you can control where your ad appears – on Facebook, Instagram or both.

GOOGLE ADWORDS Social media advertising isn’t the only way to get your message out online – you can also use Google Ads to help people find you. Using PPC (pay per click) advertising, you can place your ads in Google’s search results and these will appear either at the top or bottom of a search page.

As with Facebook, you can target your advertising based on keywords, age and location – and even time of day. If you know that your customers like to shop at the weekend then you can make sure that your ads only appear then. You can even control whether people see your ads on

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their laptop, phone, tablet or TV screen. You’ll also need to have a goal in mind. What do you want to achieve through your advertising and where do you want your customers to go once they’ve clicked on your ad? For the best results it’s important to have a landing page set up where you customers will get a really good first impression of your business.

To get started, head over to the Google AdWords website and log in with your Google account. Then you can start setting up your first campaign.

Google will automatically suggest some keywords for you to target with your campaign and once you click on them you can see your potential reach.

After that, you’ll need to set up your campaign by choosing two appropriate headlines with

GET TO GRIPS WITH THE JARGON UNDERSTANDING COMMONLY USED TERMS WILL HELP YOU TO NAVIGATE THE WORLD OF ONLINE ADVERTISING •

• • •

• •

•

Call to action: This is what you’re asking your customers to do. For example, ‘order now’ or ‘sign up here’.

Conversion: This is when a follower or user ‘converts’ into a customer.

Impressions: Impressions measure the number of times your posts is seen in a feed.

Landing page: The page your customers encounter first when you direct them to your website.

Organic search traffic: Organic traffic refers to visits to your website that aren’t paid for.

Pixel: This is a tracking code that you can add to your website to see how effective your Facebook ads are.

PPC: This stands for ‘pays per click’, meaning you’ll only pay if someone actually clicks on your ad.

understanding advertising

REACH OUT USE THE THREE BIGGEST PLATFORMS TO BUILD YOUR BRAND AWARENESS AND GET FOLLOWERS AND SALES FLOWING IN

FACEBOOK HOW TO CREATE AN AUDIENCE Set up an audience profile by going into Ads Manager on your Facebook page, then selecting ‘audiences’. Give your audience set a name and pick your geographical region – you can set a radius around your chosen location if you want.

Scroll down to set up your interests – if you put in an interest Facebook will suggest some related interests that might work for you. For example, if you choose ‘weaving’, then you could target ‘textiles’, ‘handicraft’ or ‘yarn’. Click on ‘browse’ to target your audience based on more factors from education to life events.

INSTAGRAM HOW TO SET UP AN ADVERT ON INSTAGRAM STORIES 1. Go into Facebook Ads Manager and create a new campaign.

2. Choose your consideration such as engagement or traffic.

3. On the left-hand column, click on ‘placements’ which is under ‘ad set’.

4. Select ‘edit placements’, then make sure Instagram Stories is checked.

5. Choose your ad type and set your ad budget.

6. Decide how you’d like to optimise your ad. Choose link clicks, landing page views, impressions or daily unique reach (this shows your ad to people once a day).

7. Upload an image, add some text and a website if you have one. You can set an advert to appear in your main Instagram feed at the same time if you want.

8. Add a call to action – ‘book now’.

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Use Google Ads to find out your potential audience size.

GOOGLE HOW TO SET UP YOUR GOOGLE ADWORDS EXPRESS CAMPAIGN 1. Set up an account.

2. Write your ad after doing some keyword research. You’ll need two headlines and a 90-character description.

3. Upload some images for your ad (up to three) or use a stock image. Google will provide you with a few free stock image options to choose from.

4. Set your budget and see how it’s likely to perform. It’ll give you a number of impressions (how many people could see the ad) and estimates the number of clicks you’re likely to get. You’ll only pay if someone actually clicks your ad or calls your business as a result of seeing your ad in their search results. It also shows how much your competitors are likely to pay.

Adjust the slider and see what results you could achieve when you change your budget. It’ll also show you your maximum daily budget for that rate.

5. Review your campaign and set up your billing options. Be aware you can cancel this at any time.

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understanding advertising

Google AdSense tailors ads to your audience.

You get to say where you want them to appear.

keywords that you want to target, along with some text explaining what you have to offer anyone who clicks through. Choose a link to direct them to on your website and make sure it’s looking its best.

GOOGLE ANALYTICS Whatever campaign you decide to run, you’ll need to use Google Analytics. This tool can reveal a lot about your customers, from where they live to how they travel around your website – information that will be handy when you’re setting up social media ads, as it means you already have some idea of who your customers are. If you have a shop on your website it can also show you which items are popular and which are already being found through organic search engine traffic (visits) to your site.

Google Analytics is a key tool to learn about your users and adapt your marketing and branding.

Google Analytics can show you how well your website is working for you. Looking under ‘behaviour’ and then ‘behaviour flow’ will reveal the journey that customers are following through your website. It can also show you where your potential customers are leaving your website – if they’re always leaving your website after reaching a certain page or post then you might want to look at making some improvements there. It might be that you just need to update a description or add some more eyecatching pictures.

You can also set up goals in Google Analytics to help you track how successful your efforts have been. These goals can be anything from keeping a visitor on your website for a set amount of time to clicking on a particular button, such as a newsletter sign-up. You can also add a monetary value to your goals so you can track how much you’re making!

GOOGLE ADSENSE

GOOGLE’S AD INTERFACE GET HOOKED BY ANALYTICS AND EXPLORE YOUR ADS IN DEPTH Overview: See the highlights of your campaigns and how much you’re spending on your ads.

Devices: Are your customers viewing your ads more on a computer, tablet or mobile phone?

Searches: Which searches have been showing your ads?

Campaigns: Look how your campaigns are working and how many conversions are taking place.

Keywords: Set up new campaigns here.

Recommendations: Google can suggest tips for your campaigns to help guide you.

Ad schedule: Book in your ads and plan when they’ll appear.

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You can boost your business income by featuring other people’s adverts on your site, and Google AdSense is a great place to start. You can choose the ad type you want on your website and where you want it to appear. The ads are tailored to your audience so they’ll be relevant to your website and tend to be high quality. They’re also ‘responsive’ so they’ll adapt to the device someone is using to view your website.

You get to control the ads that appear and can block any you don’t like, or set categories so that only certain topics appear. They’re also family safe, so there’s no risk of a dodgy ad popping up on your site. Use the dashboard to track how ads are performing and make adjustments. Again, there’s the option to split test them to see which works best and get the most out of the ads on your site.

Whether you’re featuring someone else’s ads on your website or creating your own to promote your business elsewhere, the time spent identifying your audience and what’s relevant to them will really pay off, in terms of income and exposure.

understanding advertising

OPTIMUM ENGAGEMENT GET THE MOST OUT OF YOUR ADS WITH OUR ESSENTIAL TIPS AND TRICKS

KEYWORD SAVVY

ADS KNOW-HOW

If you’re using Google Ads, keywords are an important part of your research.

Here are some other pointers you might like to try out.

Tip 1: Think like your customers. If you’re selling crochet patterns then ask yourself what they might be searching for. ‘Crochet baby sweater’ might be too broad, but ‘crochet newborn baby sweater UK’ might get better results.

Tip 2: Ask questions. Google works by answering questions, such as ‘where can I buy double-knit yarn?’. Think about what questions customers might ask to find you.

Tip 3: Be specific. If your search terms are too general then it will be more difficult (and therefore more expensive) to compete with bigger websites.

Tip 4: Google your keywords. This will help you to see alternative search terms that you could use.

Tip 5: Consider irrelevant keywords. Are there any topics that aren’t relevant to you that might be picked up by your keyword choices? Google Adwords lets you block them.

Tip 1: Facebook is rolling out ads to its Facebook Stories, so this is another option you could try.

Tip 2: If you’re using a video, make sure it can be understood without sound – 85 per cent of Facebook videos, for example, are watched muted.

Tip 3: Build a profile of your existing customers using Google and social media analytics.

Tip 4: Check out the competition. What are other brands doing and what’s working well for them?

Tip 5: Carousel ads on Instagram get more engagement than single images.

Set up an ad in no time with Google AdWords Express.

Get great results with Facebook and Instagram Stories ads.

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influencers

INFLUENCERS AND INFLUENCING WHETHER YOU’RE APPROACHED BY A COMPANY TO PROMOTE THEIR PRODUCTS, OR YOU WANT A HIGH-PROFILE BLOGGER TO SHARE YOUR WARES, UNDERSTANDING INFLUENCING IS ESSENTIAL. Words: KATIE ANTONIOU

Teri Muncey… is a designer, stylist and blogger. She started The Lovely Drawer in 2012, having originally trained in print and surface pattern design. @thelovelydrawer

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Rachel Burke… is famous for her fabulous pompom and tinsel creations worn by the likes of Susie Bubble and Mindy Kaling. She’s based in Australia and is the author of Be Dazzling: Simple Projects To Make Your Wardrobe Sparkle. @imakestagram

Elsie Larson… runs lifestyle company A Beautiful Mess with her sister and writes about her home and family on her blog The Larson House.

She and her sister also founded the photo editing app A Color Story. @elsielarson

Jen Hewett… is a printmaker, surface designer and textile artist.

She teaches block printing classes and makes her own work in San Francisco where she lives with her dog, Gus. @jenhewett

influencers

Ghenet Randall… blogs as Ghenet Actually, sharing her experiences of living as an African American New Yorker in London. @ghenetactually

Zeena Shah… is a textile designer and lifestyle blogger who creates home accessories, runs workshops and is the author of How To Print Fabric. @heartzeena

Lauren Aston… creates chunky knitwear and accessories in Devon, where she lives with her husband and their dog, Harry, who stars in many of her Instagram posts. @laurenastondesigns

Charlotte Jacklin… founded Betty magazine and now focuses on her lifestyle blog where she writes about travel, fashion and other things that catch her eye. @charlottejacklin

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influencers

The Lovely Drawer’s Teri Muncey says influencing is a way for her to inspire people.

Ghenet Randall seeks to connect, share and inspire.

T

he term ‘influencing’ may be relatively new in social media terms, but it’s certainly not a new concept. Promoting our favourite things is something humans have done throughout history, from the patronage of artists during the Renaissance, to Audrey Hepburn’s role as brand ambassador for Givenchy.

So why are so many people sceptical about the latest incarnation of ‘influencers’? Charlotte Jacklin, blogger and founder of Betty magazine (www.charlottejacklin.co.uk), has some ideas. “The word ‘influencer’ has a lot of negative connotations, everyone bundled under the same umbrella. People from reality TV shows aren’t the same as people creating content with soul and purpose.”

Teri Muncey blogs at The Lovely Drawer (www. thelovelydrawer.com). “I always cringe at the word ‘influencer’ because it sounds like we’re brainwashing people, but it just means I’m a recourse for inspiration and in some cases advice,” she says.

“When I started this journey seven years ago, before I knew you could make money from it, all I wanted was to stay creative and inspire people.”

Speaking to other influencers, although it’s clear

“If someone hears my story and it helps them walk a little taller or try something new, that’s really special”

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some struggle with the term, their descriptions of the job are heartening. Knitter Lauren Aston (www. laurenastondesigns.com) says it’s a bit like being a role model: “You have a platform to help share things with others and that’s a big responsibility.”

Printmaker Jen Hewett (www.jenhewett.com) doesn’t like the word, but tries to use her influence for good. “I try to talk about diversity and inclusion,” she says, “To raise funds for non-profit organisations, to promote other artists’ work, and encourage people to make, rather than buy things.”

Blogger Ghenet Randall (www.ghenetactually. co.uk) has a clear idea of the concept. “The idea of an influencer to me is about making a connection with people. If someone can hear my story or consume my content and it helps them walk a little taller or try something new, that's really special.”

WORKING WITH INFLUENCERS So how do make sure working with an influencer is right for your business? Lauren recommends teaming up with people who are genuinely interested in your product, as “they will promote it passionately and authentically”. “It needs to fit with the style and interests they’re already posting about,” she continues. “It’s also important to check they have an engaged and interested audience.

Don’t be fooled by numbers – they are far less important than engagement.”

Australian clothing designer Rachel Burke (www.shoprachelburke.com) has more than 80,000 followers on Instagram, but she still identifies as a customer herself too. “I really respond to products placed on artists I admire or whose style I feel

Blogger Teri Muncey’s daughter in a top gifted by Kidsbury organic kidswear.

correlates with mine,” she says. “I trust their opinion and want to share in their experience.”

Teri thinks it’s a sensible business move.

“I honestly think it’s one of the best forms of advertising these days as people follow influencers for years and build up a level of trust. After all they’re just normal people, not actors or models.”

So what can you expect when working with an influencer? Before she became one herself, Charlotte worked with influencers for brands such as Paul Smith and Lulu Guinness. “I don’t think anyone should go into an influencer marketing campaign thinking they’re going to get direct sales straight away,” she says. “You’re more likely to see an increase in awareness and followers. You can track swipe-ups and click-throughs, but if your product is available in more than one place then you can’t necessarily track sales. But you can get very helpful statistics back from influencers, such as their saves, which is one of my favourite metrics to look at – if someone has saved it to a board and will reference it again, that’s important. People might be saving up or waiting until they move house before they buy your product.”

Lauren has more tips on clear communication.

“I find it’s best to just have an honest conversation with the influencer you want to work with. If you have something in mind pitch it to them, ask them their fee or if they’d be willing to work on a gifting basis. Nail down what the exchange is, exactly what you’ll give them and what you’ll get in return. Is it images you want, a number of Instagram Stories or

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GET THE RIGHT TONE There are plenty of pitfalls to avoid too. Keeping it professional but personal is key. “It can be jarring when you can tell a company has used an app like Takumi rather than hand-picking the right influencers,” says Charlotte. “When the copy is unnatural you can tell. So many people are doing such a good job – big brands and small brands –

FROM THE INFLUENCER’S PERSPECTIVE It works out for everyone if companies acknowledge that influencers know their audiences best. Charlotte Jacklin prefers to put sponsored content on her Stories.

“Stories get more engagement, but people can get quite hung up on grid posts as they’re up for longer than 24 hours,” she says. “If I accept a product and put it on my Stories, normally people will see an increase of between 100 to 1,000 new followers.

I can normally tell what sort of increase they’ll get from looking at their existing grid. People are only going to follow them if their content is good.”

PHOTOGRAPHY: (FAR LEFT, FAR RIGHT) TERI MUNCEY; (CENTRE LEFT) GHENET RANDALL; (CENTRE RIGHT) RACHEL BURKE

Rachel Burke has over 80,000 followers but considers herself a customer and influencer.

a swipe-up link in their Stories? Do you want copies of their images to use yourself? And give a deadline for all the content to be released. Ask for screenshots of their engagement from the posts and make sure you remember to make a note of your followers before and after.”

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influencers

Influencing has many guises, but the aim should always be to engage with your audience.

Pooch power from knitter Lauren Aston and her Dumboinspired post, which was part of a paid partnership with Disney.

such a good job – big brands and small brands – but I think it’s really about the match between the influencer and the brand being right.”

Rachel agrees that finding influencers who match your niche is important. “Even if their following is smaller, I’d rather speak to an engaged audience. I’d rather be everything to someone than something for everyone.”

COLLABORATING WITH COMPANIES And what about if you become an influencer yourself, if your brand has become so popular that people now want to see what other products you recommend? That’s a perfectly organic evolution, but, at this point, you should think about your new role and where you want to go with it. It can be daunting deciding which brands to work with and gaining the confidence to either say no or charge what you’re worth.

Textile artist Zeena Shah (www.zeenashah.com) has worked with companies such as Boden and Papier. “It has to be a brand I genuinely like and want to share with my audience,” she says. “It should also be paid. Many big brands expect free

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work but need to realise it takes time and creativity to create meaningful content. Brands that give you freedom to be creative and talk to your audience in your own way are the ones I work with.”

Researching the brands who approach you is a good move, as Ghenet explains: “I take into account things like how diverse their social media is, I research if there has been any controversy around them, and I try to work out if what they’re offering is of value.”

The hardest subject to tackle, as always, is money. The handmade industry may be dominated by women, but we’ve been discouraged from talking about money openly for so long that transparency is still lacking. So how can you decide how to price coverage?

Elsie Larson is co-founder of A Beautiful Mess and the editing apps Filmm and A Color Story (www.abeautifulmess.com). “We like to first hear what the brand wants to promote and what kind of coverage they want,” she says of her decisionmaking when approached for collaborations. “If it’s a good fit, we create packages based on the types of coverage, time required to complete the post, exclusivity and any other factors that come along.”

influencers

PHOTOGRAPHY: (FAR LEFT) WESTEND61 / GETTY IMAGES; (CENTRE) LAUREN ASTON; (RIGHT) ZEENA SHAH

Influencer Zeena Shah partners with Boden – one her favourite brands – for this fun shot.

Zeena sees it like any other work. “I start with time and my hourly rate. I’m always very transparent and break down the costs so brands know exactly what they’ll be getting. But I tend to over-deliver if it’s a product I’m in love with.”

Attaching a media kit can be a time-saving strategy, though it’s likely you’ll still have to negotiate details on a case-by-case basis.

Ghenet’s media kit includes statistics across her blog and social platforms, as well as audience demographics and a rough price list. One thing all influencers seem to agree on is that people undervalue their worth. The money should not only be covering the time it takes to create the content, but the effort you’ve spent building your following.

“Most people on my side of the fence are undercharging,” reckons Charlotte. “When I sit down and have those conversations I think we should definitely be asking for more. I guess if

someone turns down your fee and you can’t negotiate, it probably wasn’t right for you anyway.”

KEEP THINGS ABOVE BOARD Maintaining transparency about how you’re working with a brand is a must for legal reasons and for keeping your audience’s trust. In the UK you can research the rules through the ASA and CAP (www.asa.org.uk), while in the US it’s the FDA (www.fda.gov). It’s important to be clear whether something is a paid advert, if something’s been gifted or if you’re working with affiliate links. ‘‘If you don’t feel comfortable telling people you’re working with a brand, you really shouldn’t be promoting their products,” says Lauren. “A big deal can be made about following the guidelines, but to be honest they aren’t that hard. If you make it your business to be an influencer, you need to make it your business to understand the rules.”

FROM THE COMPANY’S PERSPECTIVE Elsie Larson has insight as both an influencer and a brand. “My sister and I own the app A Color Story and we collaborate with influencers almost every month to create new filter packs,” she says.

“It’s been good for our growth, but it’s helped the influencers grow too. We like to find collaborations that are win-win-win, meaning the influencer, the brand and followers are all happy!”

Laura Palermo works for Pfaff sewing machines, and says they find working with influencers in the

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handmade community helpful. “We’re always on the look-out for how sewing and embroidery machines are being used in real life,” she explains.

“Can we learn something new? We try to understand the different kind of sewers that are out there and what features they look for in a sewing machine. By working closely with our influencers we ensure we choose the correct machines for use and ensure the audience will benefit.”

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competitions

CRAFTY COMPETITIONS RUNNING A GIVEAWAY CAN BOOST YOUR ENGAGEMENT WHEN YOU PLAY BY THE RULES Words: SARAH ORME

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unning a giveaway on your feed can be a great way to engage with your followers and expand your reach, but before you start there are a few things that you should consider.

The first question you should ask is what you hope to gain from running a giveaway. Are you looking to get more followers or likes? Or are you simply looking to give your loyal followers a treat?

Deciding what you want to achieve will help you to plan your giveaway. It’s worth bearing in mind that some people will follow you just to win prizes and they’re unlikely to engage with you in the future, so adding an element of skill to your competition means that only people who care about your brand are likely to enter.

Before you get started, think about the practicalities. Is your prize going to be tricky or expensive to deliver? If it’s likely that you might get overseas entrants, do you want to limit the

competition to UK residents only? It’s good to be transparent about any rules from the outset and let your followers know how you’ll pick the winner.

Next, choose your platform. The rules vary depending on the social channel you choose. For example, on Facebook you can’t ask followers to like and share a post as a condition of entry. You see a lot of people doing this, but it’s actually a breach of Facebook’s terms and conditions and if you do this you risk your page being deleted.

Similarly, you can’t ask people to tag their friends to enter. But if your prize is a good one, it’s likely that your followers will share and tag anyway!

Running a Facebook competition can be a great way to increase the number of comments on your page (which is great for Facebook’s algorithm) and you can make it fun to enter even if there can only be one winner.

Come up with a creative question to get more comments on your page, such as asking your

Collaborate with brands that chime with your profile and run a giveaway that will improve exposure for both of you.

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competitions

followers to share a favourite make or answer a tricky craft-related question, then pick the comment you like best.

Instagram’s rules are slightly more relaxed. You can’t ask followers to tag themselves in photos that they aren’t in or tag your photos inaccurately, but there aren’t many other restrictions.

A brilliant way to engage your Instagram followers is to get them to upload a video or photo that follows a particular theme or hashtag, so that you reach their followers too. You can ask them to tag you in their posts and you can also ask them to like or comment on a post to enter.

Thinking of running a Twitter giveaway? Why not run it on #FreebieFriday? Most popular Twitter giveaways ask people to ‘follow and retweet’ to enter and this is allowed. Twitter doesn’t like people posting identical tweets or creating accounts to enter giveaways multiple times though, so make sure you include this in your rules.

RUNNING COMPETITIONS OUTSIDE THE UK USA If you’re running a competition in the US, you should check whether your giveaway is a sweepstake (based on chance), a contest (requires an element of skill) or a lottery (where a purchase or payment is needed to enter). Bear in mind that competition rules vary by state – a good guide can be found here: http://bit.ly/ socialcompsUS. CANADA In Canada, you have to ask competition entrants to do more than just click a link to enter and you should ask a question to prevent your competition being seen as gambling. Quebec also has different laws, so make sure you investigate these before running your giveaway.

AUSTRALIA Australian competition laws vary from state to state, and in some areas you may need a permit to run your giveaway.

Encourage more traffic by running a giveaway your followers will love.

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meet the maker

TEXTILE JEWELLERY DESIGNERMAKER BETH PEGLER TALKS TIME-SAVING TIPS, PROFESSIONAL PHOTOSHOOTS, AND THE PROS AND CONS OF

B

MEET THE MAKER

LEARNING THE ROPES WITH BETH PEGLER Words: SARAH GANE Photographs: DANNI MALBAUM & JOANNE CRAWFORD

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eth Pegler’s business has grown organically alongside her four children. She first started making her beautiful rope jewellery while at home with her youngest son, creating them during his nap times and in the evenings. Photos would be taken on her phone and uploaded to a Folksy shop. “I simply didn’t have the time to do more than that,” Beth tells us.

“These days I work in a different way,” she explains. “As I’ve had more time to focus, the business has grown. Recently, my son started school, which has enabled me to work full-time on my business.

Now I design two collections a year – spring/summer and autumn/winter – and do photo shoots for these. I was never too hard on myself at the beginning because, first and foremost, I’m a mum and I know these things are gradual. I see people who want to earn lots of money from the start, but it takes time and patience.”

With these experiences under her belt, Beth can now share her advice on how to make social media work for your brand.

Don’t be overly reliant on Instagram “Social media is hugely important to my business. I used Instagram to help grow my business and it’s still a big part of it.

Even though initially I had a Folksy shop and now have my own website, you still need to direct people to where you’re selling through social media – they don’t just find you because you have a shop.

“I am cautious, though, of being overreliant on Instagram as you don’t really ‘own’ your social media. For example, there have been many complaints recently from small business owners about the algorithm affecting businesses. In recent years I’ve been growing my newsletter subscribers as you do own your email list and can send a direct newsletter to people who are interested in your work.”

01

Some of Beth’s

textile necklaces.

02

Hiring a

photographer means Beth gets great images for her shop.

01

02

Social media is a double-edged sword “At the same time as you’re getting your work out there for people to see and buy, it also means that you’re putting your work out there for anyone to copy. I try not to let it bother me when I see people making the same products and just stay one step ahead, but it’s not always easy.

On the flip side, though, the benefits of social media have meant I’ve been offered some lovely features in independent magazines such as Lionheart and 91 Magazine, which is always nice.”

Good photography is really important “I’m very lucky to have a great team of women that I work with on shoots.

I’ve worked with photographer Danni Maibaum (www.maytreephotography. co.uk) since I started doing photo shoots.

I found some images of hers on Instagram and knew I wanted her to take my model shots for me. Initially I had no idea how to go about sourcing models or about hair and makeup, but she introduced me to Jenn Edwards (www.jennedwards.com) who

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MEET THE MAKER

“Running a small creative business can take a lot of juggling.

You can’t do it all – it’s a good idea to outsource some things” does the hair and makeup on the shoots.

Between them they always manage to take what is in my head and make it better.

“When I’m working on a collection, I start with the colours and new designs and then I think about what images I want to create with the shoot. I then pin lots of ideas. So, for example, for AW18 I knew I wanted dark walls, velvet dresses and pampas grass. I then share the boards with Danni and Jenn and we make them into reality.”

Take some of the pressure off yourself “Running a small creative business can take a lot of juggling, but I still find it easier than my teaching job, which offered no control or flexibility in terms of the hours I worked. You need to realise that you can’t do it all and it’s a good idea to outsource some things.

“I hire a professional photographer because she takes better photos than I could and edits them all for me. I have an accountant because that side of things is really not my strong point. I order a meal box every week so I don’t have to think about (and buy) what I’m cooking for a family of six every day of the week. These are all things that cost money, but free up my time to focus on the things that I need to do in my business and that I enjoy – the designing and the making.”

Beth Pegler is a textile jewellery-maker who creates handmade accessories from rope, thread and macrame. www.bethpegler.com

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A TYPICAL DAY IN BETH PEGLER’S STUDIO “I work in the studio from about 9.30 until I leave for school pick-up at about 2.30ish. I find first thing is the best time for me to answer emails, order supplies, send invoices and keep on top of things in my online shop. I drink lots of tea throughout the morning and listen to the radio. I’m going to admit to listening to Ken Bruce on Radio 2 most mornings!

“I also like to listen to podcasts about running a small creative business online, specifically Sara Tasker’s podcast, Hashtag Authentic, and her Letters From A Hopeful Creative with Jen Carrington.

“I fit the post office run in around school drop-offs and pick-ups. I also work most evenings, making necklaces on the sofa while I’m watching TV. I love a bit of Scandi noir!”

scheduling

SOCIAL MEDIA SCHEDULING TOOLS MAKE THE MOST OF WHAT YOU POST AT DIFFERENT TIMES OF DAY WITH THESE IN-BUILT AND THIRD-PARTY PLATFORMS Words: PHOEBE BURT

S

ocial media is a never-ending stream of content that’s continuously being updated, and this is all thanks to the invention of scheduling tools. These allow you to easily schedule posts, images and videos to appear on your channels at any time, allowing you to target your followers when they’re most active.

Scheduling tools have allowed me to post videos on Facebook and images on Pinterest for Mollie Makes outside normal UK working hours, giving our pages much higher engagement and reach, especially with our international followers who might well be most active while I’m normally asleep. No matter what tool you use, it’s best to get familiar with the platform first. Test some posts to make sure they schedule correctly and think about what content your followers would like to see at certain times.

Nearly all social channels now have their own in-built scheduling tool (except Instagram, where you can save drafts of images but not schedule them for a specific time). Designed by the creators

of the networks, in-built scheduling tools tend to have more options and are less prone to technical errors. For example, with Facebook’s publishing section you can add features such as polls to your post, which you can’t do on third-party platforms.

OTHER OPTIONS

You can also use third-party scheduling platforms such as Hootsuite, Buffer and Later. The benefits of each are set out below but they’re all ideal for anyone short of time (and who isn’t?). With these tools you can set up all your social media profiles and schedule, post, monitor and reply to your followers all in one place.

But watch out – third-party sites will ask you to authenticate your social channels regularly. Keep an eye on this, as the last thing you want is to have scheduled your posts and be off on holiday only to return to empty feeds because your channel’s been disconnected! It’s all about finding the best scheduling platform for your brand, so spend some time testing a few first.

HOOTSUITE

BUFFER

LATER

Hootsuite is a really popular scheduling tool thanks to its multiple stream function.

Where most tools only allow you to schedule posts, in Hootsuite you can set up streams showing your mentions, messages and home feed, as well as other brands’ feeds and relevant hashtags. These streams allow you to monitor every aspect of your social channel (and your competitors) in one convenient place.

Buffer allows you to connect your Facebook, Twitter, Pinterest, Instagram and LinkedIn profiles and start posting from their app or website straight away. One of my favourite things about Buffer is the suggested hashtags it shows you when composing a tweet. It also has its own inbuilt analytical tool so you can review which posts are working best for you to gain maximum reach.

Later is great for scheduling Instagram posts because you can preview what your images would look like on your grid before you schedule them.

Instagram notoriously doesn’t support third-party platforms, so you’ll need to download the Later app which will send you a mobile notification when it’s time to post. Your image will then appear on your phone and you’ll have to press ‘confirm’ to post it.

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PHOTOGRAPH: JEREMY FREEDMAN

productivity

A GUIDE TO WORKING SMARTER, NOT HARDER WORK, LIFE, FAMILY… THE JUGGLE IS REAL. BUT BEING BUSY ISN’T THE SAME AS BEING PRODUCTIVE. LEARN HOW TO MAKE EVERY MOMENT COUNT. Words: SIAN MEADES Photography: JEREMY FREEDMAN & ZABBY ALLEN

W

hether you’re running a business fulltime or you’ve got a creative project alongside your day job, balancing everything – and still having a life – is a big part of the struggle. Spinning several plates at once means that you can’t give any part of your life the attention it deserves and it begins to feel like you’re working harder but not getting anything in return. What inevitably follows is serious burn-out. We talked to a couple of creative business owners about working smarter, not harder. And the good news is that you can even keep your side hustle going…

We’ve all had moments where we start the week full of optimism but the excitement turns to dread

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when we see the length of our to-do list. Instead of jumping in and getting started, we skip from task to task, not quite settling on anything. When everything feels equally important, we can become paralysed. This is where prioritising becomes key, otherwise it’s easy to get caught up in ‘busy work’.

Perhaps you can tick 15 tasks off your list before lunch, but if they weren’t the big thing that you need to be working on, you’re working harder, not smarter. Frankie Totora, graphic designer and founder of online community for freelance parents Doing It For The Kids (www.doingitforthekids.net), agrees that it’s not always possible to do everything at once. “When you’re juggling multiple clients, kids, domestic stuff, life admin, and you’re trying

productivity

Zabby Allen started The Procrastination Paper to usher people offline.

to keep a side project afloat, there are only so many balls you can keep in the air at once. It’s up to you which of those you choose to prioritise, and which you allow to inevitably drop. That’s the reality of it.” The realisation that you can’t do everything is surprisingly freeing. Without the pressure to be nailing everything every minute of the day, you can begin to concentrate on what’s most important.

Our key to productivity isn’t always in the fun tasks. When you’re blocked or struggling with a project, you’ll always find a task that’s more appealing than the one you should be focused on.

Before you know it you haven’t called your bank but you have edited your website and written a short story. It’s work, it’s creative, and it certainly feels productive, so why isn’t it working smart?

SEIZE THE MOMENT Tricky and mundane tasks often have a knock-on effect on our other projects. If you address them head-on, you’ll see a difference elsewhere. Perhaps calling the bank about a statement means you’ll finally apply for that business account. Maybe tidying your desk will give you the breathing space you need to start planning your new project. Often the thing that looms over us isn’t a big job, it’s just whatever task we’ve been putting off for a while.

Over time it becomes the Impossible Task – the job is simple, but it’s hiding what we’re really avoiding.

Sometimes the best thing we can do for our productivity isn’t to download an app, it’s to pick

the thing on our list that’s been there the longest and tackle it immediately.

Identifying what it is that’s distracting you is important, too – and chances are it’s your phone.

Social media can be such a useful tool for promoting yourself and your business, but it can also be a real time sink, especially if you have a tendency to get lost in the endless scroll. “Turn off social media notifications! All of them – now!” insists Frankie. However, it’s worth being aware of where we focus our attention when we’re idling time away – it might actually be a big indicator of what we want to be doing.

Zabby Allen, creative entrepreneur and founder of The Procrastination Paper, knows this only too well. “I was inspired to set up The Procrastination Paper after realising I was spending four hours on my phone on some days, mostly on Instagram, but I’d been walking around declaring that there was not enough time in the day.” Zabby channelled her frustrations into creating a monthly minimagazine that encourages people to spend a little less time on their phones and ‘waste some time offline’ instead.

Focus can be an issue for even the most productive people, particularly if you don’t have a huge amount of spare time to commit to your projects. “Someone told me that having kids was the best productivity hack you could possibly employ,” says Frankie. “Oh my word, they weren’t wrong! As a mum to two preschoolers, my biggest challenge is trying to fit all of my work into very

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PHOTOGRAPH: JEREMY FREEDMAN

productivity

Doing It For The Kids’ meet-ups let freelancing parents find like-minded creatives and entrepreneurs.

limited kid-free time. But while having such limited pockets of time can force you to be more productive, it can also be difficult to be creative under pressure.”

Both Zabby and Frankie use timer apps, similar to the famous Pomodoro Technique, that force them to work on just one task for a short burst of time and then take a break. “If I have a lot to get done in a day, I use the Goodtime app, which is a timer for the Pomodoro Technique – working in 25-minute chunks, with five-minute breaks in between,” says Zabby.

There are so many apps to help you keep on top of what you’re doing, it might take a little trial and error before you find the ones that are right. And you might even find that you prefer things oldschool. Frankie’s a huge fan of a notebook by the bed, which is particularly useful if you’re avoiding keeping your mobile in the bedroom. “I always have an idea or remember something that I need to do just before I fall asleep,” she says. Then in the morning she puts everything from the book into the list app Trello. “This has proven to be a bit of a game-changer as I can access, add and move information around from wherever I am. I can check in on what’s what while my son squawks around the park pretending to be a chicken.”

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Perhaps you like to be able to see everything in one place, in which case Zabby’s prefered tool of a whiteboard might be a strong option. Or even good old Google Drive, where everything is accessible in the same space online. Keep it simple. The tools are there to help you, not make things more complicated. If you’re struggling to remember where you’ve saved your plan for Secret Project X, you’ve probably got too many plans and productivity apps on the go.

TIMING IS EVERYTHING Do you know what time of the day you’re most productive? The key to working smarter is often figuring out when you’re at your best so you can focus on the right tasks. If you’re working around kids or an office job then it’s likely you’ll have your schedule dictated for you, but it’s still useful to learn when your creativity levels dip. Frankie agrees with this approach. “I’m most productive in the morning so I no longer go straight to my inbox at the start of the day,” she explains. “Instead, I crack on with work for a couple of hours and only once I’ve ticked a couple of things off my list will I look at emails. It’s a small thing, but has made such a big difference.”

PHOTOGRAPH: EMMA MATTHEWS (UNSPLASH)

productivity

QUICK TIPS FOR A PRODUCTIVE DAY If you’re at your most creative just after lunch, don’t use this time for admin. Get that out of the way in the morning. And if you’re often full of beans after your morning cuppa, that’s when you should be doing the hard stuff. When you know your creative peaks, you can build a routine that works with your natural rhythms instead of fighting them. If that means you wake up at six o’clock on a Monday morning and only work for three hours, that’s your call. When you’re being smart with your time, you don’t have to work every hour of the day.

Clients and deadlines might force you to be flexible with your routine but it can be a strong guideline to working at your best. It’s not easy, but it’s a powerful transition says Zabby: “I’m slowly but surely figuring out what works for me. I’ve finally realised that I have the power to create my own work schedule based on my own ebbs and flows.”

Working smarter isn’t just about tools and scheduling, however helpful they are. It’s also about making sure we check in with ourselves and being mindful about how we approach our projects.

You can do anything you want, but that doesn’t mean you have to do everything at once. When you understand your own motivations and barriers, you’ll see your efforts paying off. Your projects will flourish in ways you couldn’t have anticipated.

ESTABLISH A WORKSPACE You need somewhere that makes your brain switch into work mode (and switch off again when you’re done!), so if you’re working at home don’t be tempted to sit in bed with your laptop. If you can’t dedicate a permanent space to your work, at least clear space on the kitchen table.

MAKE YOUR SCHEDULE WORK FOR YOU You don’t have to be ‘on’ all the time. Don’t forget to schedule in some down time else you risk working 24/7.

FIGURE OUT YOUR SLUMPS Save admin and dull tasks for the times of the day when you’re less creative. Make the most of your perkier moments to come up with new ideas.

LISTEN TO YOUR BRAIN AND BODY Working smarter isn’t always about working harder or longer. Take a break when you need to.

DON’T PUT IT OFF Do the thing on your list that’s been niggling at you. You’ll feel a weight lift from your shoulders once it’s done, and will be more motivated to tackle other tasks on the list.

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THERE’S AN APP FOR THAT FIND YOUR FOCUS AND STAY ORGANISED WITH OUR PICK OF THE ONLINE PRODUCTIVITY TOOLS

POCKET Save all your research and ideas in one place. Rather than using bookmarks, which often feel more permanent, Pocket lets you gather information fleetingly so you can sift through it when you’re ready.

It’ll save you searching for that one tiny thing you spotted three days ago. It’s also good for saving pretty shoes until payday.

SELF CONTROL It’s hardcore, but the Self Control extension for the Chrome browser will stop you from sneaking a look at your social media or email when you’re working on a project. Once you’ve set the timer, you’re locked out.

Even rebooting your laptop won’t unlock the list of websites you add to the list. If you’re a helpless tab-switcher, this will change your life.

CLEARFOCUS There are a lot of apps that use the Pomodoro technique of setting a timer for a short burst of focused productivity followed by a break, and they can be really useful for breaking down tasks into manageable chunks. ClearFocus goes a step further and also switches your phone into airplane mode so you won’t be tempted to reply to that text message until your working time is up.

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productivity

WAVE Chasing payments from different clients can be tricky, so an invoicing service that lets you keep track of everything can help. With Wave, you’ll be able to see when someone has paid you (and when they haven’t, it will send reminders) and follow your finances so you can make projections for the coming months.

TRELLO If you want something a little more in-depth than your to-do list scribbled on the back of a shopping list, Trello might work for you. You can colour code different lists, which is really handy when you’re juggling several projects, and you can move tasks around so you can see what your priorities are at a glance.

SLACK Having too many separate conversations about the same thing? Pull everyone into Slack so you can communicate effectively. It can be really useful for teams in different time zones and locations. Best of all, Slack recognises that everyone needs to switch off from work at the end of the day, so you won’t get any notifications after 8pm.

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stay positive

DEALING WITH THE DOWNSIDES SOCIAL MEDIA OFFERS WONDERFUL BENEFITS FOR CREATIVE BUSINESSES, BUT WITH THE GOOD COMES THE BAD. TWO INDIE BUSINESS OWNERS SHARE THEIR ADVICE FOR NAVIGATING SOCIAL MEDIA

LEONA THRIFT-OLA AKA @INDIE_ROLLER

STOP THE COMPARISONS “Comparison is the biggest issue with social media for creative business owners: seeing someone in the same line of business do something we’re not doing and feeling we ‘should’ be doing it. I say to myself on a daily basis that I can’t compare my internal world with someone else’s external world – no one knows what’s going on for someone behind the exterior of Instagram. I’m also mindful of the word ‘should’ and whether I think I ‘should’ be doing something instead of doing what I want to do.”

TAKE BACK CONTROL “You’re the author of your own story and can curate whose content comes into your world. Don’t be afraid to mute or unfollow if someone is triggering you. Follow accounts that feed your inspiration, lift you up and make you giggle! If scrolling is making you feel icky afterwards then set boundaries to limit your passive scrolling time and fill the time with taking action for your business!”

Learn not to compare yourself with others, says Leona.

Leona’s now built a healthy relationship with social media.

KEEP A SAFE DISTANCE “Social media is an incredible tool for a creative indie biz, but it’s only one part of the puzzle and not a measure of self-worth or ‘success’. A few years ago I started judging the success of my business based on what was happening on social media and it wasn’t a happy place. I’ve untangled myself from the web of likes and follows by spending less time on all the apps, and sourcing my inspiration and connection from beyond the screen.”

Photography: Alexa Loy

ABOUT LEONA

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Leona Thrift-ola is the founder of Indie Roller and the Make It Happen community.

She’s an indie biz champion who has spent the past 16 years running her own creative businesses and sharing her knowledge and experience with other makers. www.indieroller.com

stay positive

CARLY STALKER AKA @ROO-TID_LTD

“Sometimes it feels like a losing battle trying to gain genuine followers who are real humans instead of fake bot accounts. I remember finding it difficult at first to not get so disheartened after each post, only to receive the usual likes from friends and loved ones. I’d ask myself, ‘how am I going to make this business a success if I can’t reach a huge online following? What am I doing wrong?’ So I made the best decision for myself and my business – I took away the pressure social media had over me. I decided to look on the positive rather than the negative, learn to accept what’s realistic for my start-up business and not to compare myself to the endless ‘successful’ accounts that can often feel so suffocating. And, just like that, I started to enjoy it!”

PHOTOGRAPHY: ROO-TID

BE KIND TO YOURSELF

Remember to keep your imagery authentic to your brand.

STAY CURIOUS “Rather than counting each like/follow a post has received, I now use each post as a piece of research: an opportunity to discover more about my target market. What type of person do my designs and products appeal to and when would they consider buying them? Simple questions like these help me research and experiment with hashtags. In doing so, I’ve found some lovely followers who comment and interact with my posts. This is real life, not an over-stylised image that has no real purpose other than generating thousands of likes.”

FIND WHAT WORKS FOR YOU “I’ve found my more successful posts are behindthe-scenes shots – people genuinely seem interested in how my work is produced, what my set-up looks like, what I’m working on next and where my latest craft market has been. So long as you can get a nice bit of natural lighting, and keep it simple and true to yourself, people will find it’s something they can relate to. After all, we want our followers to know we’re real people behind our accounts!”

CELEBRATE MINI MILESTONES “I think it’s easy to forget that social media should be about connecting with people. It’s not a race to get the highest figures; it’s about brand awareness and sharing your story. Congratulate yourself with every new follower – that’s one more person who knows about your creative adventure!”

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Carly celebrates every new follower on all her accounts.

ABOUT CARLY Carly Stalker is the co-founder and creative director of independent homewares brand Roo-tid, which she launched just over a year ago. Prior to that, she spent ten years working in publishing as a design manager, stylist and senior art editor. www.roo-tid.com

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boost your confidence

SHAKING OFF SELF–DOUBT IF YOU LOVE WHAT YOU DO, BUT THE THOUGHT OF SHOUTING ABOUT IT FILLS YOU WITH FEAR, YOU’RE NOT ALONE. BUT YOU DESERVE TO HAVE FAITH IN YOURSELF… Words: YVETTE STREETER Illustration: HOLLY MAGUIRE

P

icking up your cheerleader pom poms for a friend or fellow maker is something most of us find easy and rewarding. Banishing their negative thoughts, raising them up from the funk they’re in, reinforcing their skills and talent – it feels good to make someone realise their true worth. So why do we find it so difficult to do the same when it comes to ourselves? Why is it we often only see the flaws in the things we do, make or achieve?

You might think the biggest challenge to growing a creative business is time or money, but more often than not it’s that nagging voice called self-doubt. That maker you shop from on Etsy, the illustrator who shares their beautiful art on Instagram, the editor of that magazine you read – so many of them have fallen for the words of that tiny devil on their shoulder, letting fear hold them back. So when the only way to develop both you and your business is to put yourself out there, how do you go about overcoming it?

The thought of rejection is downright scary, but it’s also a natural instinct everyone has. As Sas Petherick (www.saspetherick.com), a self-doubt researcher, coach and podcaster, explains: “Self-doubt is a self-protection mechanism. Whenever we imagine doing anything that risks criticism, disappointment or failure, a part of our brain warns us by making us feel this discomfort.” But simply ignoring it isn’t the solution – Sas advises questioning these thoughts instead. “Do you really need to be protected in this moment?

It might be that you’re doing something for the first time, or something that feels vulnerable or just really uncertain.”

Gaining the perspective needed to take those risks can be hard – it’s called a comfort zone for a reason, after all.

However, pushing through it and believing in yourself is one of the most rewarding things you’ll ever do.

TAKE THE LEAP

Luxury stationery designer Katie Leamon (www.katieleamon. com) openly admits to having moments of uncertainty regarding her work. “It’s such a personal process, it’s inevitable,” she says. “Self-doubt has made me question things, but I’ve always gone with my gut. Not much of a business plan, but I’m someone that believes your instinct is a far greater decider than anything else. If you’re unsure about something, hold back and consider your options, but if it feels right, I think you have to be brave.”

Moving forward, even with the smallest steps, also gives you the opportunity to look back and see how far you’ve come. When Mary-Ann entered the Mollie Makes Handmade Awards she found the experience a huge learning curve.

“Being shortlisted meant pitching to a panel, which was scary and challenging. Preparing for the pitch was really useful, however, as it allowed me to reflect on my brand, where I was going, what I wanted to achieve and what I’d achieved.”

The more you push yourself, the easier it becomes. So pack away that self-doubt safety net, focus on the positives, and remember to celebrate your successes. And shake your cheerleader pom poms if you want!

While we can sit and hide behind our products, our brand or our carefully curated feed, showing your authentic self is not only what encourages people to connect with you, it’s your USP. Corporations mass-producing things are everywhere, but you’re the only one who can do you, so you have to have to shout about it. When Mary-Ann Aveline started Hello Marilu (www.hellomarilu.com), marketing herself never even crossed her mind. “I set up my Etsy shop and naively thought sales would just come flooding in. I wasn’t even on Instagram at the time and didn’t realise what a powerful tool it could be.” And now? “I know that promoting your brand is a really big part of running a small business. You have to put yourself out there if you want people to know your brand exists.”

For many creatives, though, that can be hard. It can feel like when you’re asking people to like – and buy – your products, you’re asking them to invest in you. And what if they don’t love what you do? What if they don’t want to part with their hard-earned cash to own the idea you conceived, developed and brought to life?

TRUST YOURSELF

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networking

NETWORKING FOR CREATIVES MODERN NETWORKING ISN’T ABOUT SHOULDER PADS AND GRITTED TEETH – INSTEAD, SHARE IDEAS, MAKE CONNECTIONS AND HAVE FUN Words: HELEN MARTIN / SARAH GANE Photography: XANTHE BERKELEY

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PHOTOGRAPH: DOUGAL WATERS GETTY IMAGES

he word ‘networking’ brings to mind images of awkward mingling in cold rooms while demolishing canapés. But be gone, creamtopped vol-au-vent, there’s a new way to fill our little black books – from countryside retreats to creative conferences in unique locations.“The most important thing is being part of a community,” says Hayley Southwood

Retreats offer makers and crafters the chance to network and learn in real life.

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of online lifestyle store Southwood Living (www.southwoodliving.co.uk) and creator of Conversational, a group dedicated to modern networking. Gain friends, collaborators, inspiration and experiences.

MAKE CONNECTIONS

Often, the aim of modern networking is to create the equivalent of sitting down over a cup of coffee and a piece of cake with like-minded others. The idea is for it to be relaxed, open and friendly.

Blogtacular (www.blogtacular.com) is a fantastic annual conference for creative bloggers to discuss their work, gain ideas and collaborate, while Sisterhood (www.sisterhoodcamp.co.uk) started by Lou Archell of lifestyle blog Little Green Shed, hosts gatherings and weekend retreats.

The first meet-up involved a weekend in Devon, crafting, foraging, picnicking by the sea and feasting until late. “I wanted a chance for me and other creative souls to really connect, learn from

networking

A Sisterhood Camp brings women together to offer support and learn from one another.

The camp offers the chance to relax and feel inspired, away from the strains of daily life.

each other and collaborate,” explains Lou. “Sisterhood does away with awkwardness and encourages women to feel comfortable – you could be making a flower crown next to a photographer, illustrator or stained-glass window artist. Bountiful ideas and collaborations may form as a result.”

Another pioneer of modern networking is Jenny Scott, founder of Mothers Meeting (www. mothersmeetings.com). With an energetic, fun-filled vibe, Mothers Meeting is “a celebration of motherhood, a chance to be inspired, have fun and

meet a wonderful network of hip mamas,” says Jenny. She has seen the kick-start and flourishing of many friendships and businesses since Mothers Meeting began nine years ago, from a vlogging duo, to a contemporary backpack/changing-bag business. “Join the gang!” she urges us.

Of course, shifting from cosy online commenting to real-life discussion can be a tad nerve-racking.

However, as Instagram guru and lifestyle blogger Sara Tasker of Me and Orla (www.meandorla.co.uk)

CASE STUDY: BLOGTACULAR PHOTOGRAPH: KELLY CHEESLEY

Kat launched Blogtacular for creatives looking to kickstart their career, get inspired and connect with other like-minded individuals.

Kat Molesworth is a photographer, social media consultant, online creator and co-founder of Blogtacular. This creative conference was born in 2013 after she literally dreamed it up. “When I woke up disappointed that it didn’t exist I knew we needed to bring it into the world,” she says.

“We’ve been received warmly since we launched.

People needed a place to learn and connect, which was created for their needs, not the needs of the person running the event.”

MEETING PEOPLE IS IMPORTANT “Nothing is as deep as a personal connection.

There are brands who have sponsored the conference in the past who are still working with the people they met at Blogtacular years later.

There’s no shortcut for a strong relationship in life or in business. Getting out from behind the

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screen and in front of people can feel daunting but you’ll be richer for it in mind and spirit.”

BE KIND TO YOURSELF “Examine the language you use when you think about events – what words could you reframe?

For example, acknowledging that nerves are a feeling of excitement can help you look at them differently. Remember you’re meeting likeminded people and you don’t have to ‘work the room’ – a few solid chats and new connections are more valuable than lots of superficial chats.”

DO SOME PREP BEFOREHAND “Make the most of your investment and connect with people online before the event. Practise your ‘elevator pitch’ as an opening – ’Hello, I’m Kat and I run conferences for creative online people’ is mine. Arrange to meet anyone you’re specifically hoping to hang out with, as on the day it can be overwhelming. You won’t be the only nervous person, so look around and head for another person standing alone, with your hand out. If you have particular areas of your business you need help with don’t be afraid to ask people if they know who might fit the bill.

Networking is about making connections, so make sure you give yourself the chance to talk to people about their work and share what you do.”

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networking

Sisterhood’s Devon retreat offers creatives an opportunity to collaborate in a nurturing, relaxed environment.

discovered, it can also open exciting doors. Having made a promise to herself to say yes to every invitation she noticed that this had a huge impact on her life and career.

“It led to a lot of adventures, a few wasted excursions and an incredible number of opportunities,” she says. “These days I can’t even reply to every invitation I get, never mind say yes to them all! I love being a part of a community full of like-minded, inspiring, creative individuals who are mainly just sharing for the simple joy of it.”

As Hayley stresses, at the heart of modern networking – whether online or in a field – is support. “In Conversational, we support each other online in a much more gritty, real way than traditional networking allows,” she tells us.

“From juggling motherhood and working from home, to career advice, friendship and creative and practical solutions.” Similarly, of Sisterhood, Lou says: “There’s a vibrant, bubbling energy of encouragement. It’s contagious. There’s a huge amount of love and support among us.”

THE INVITATION

There are no dress code or laminated cards here.

Enjoy scrolling through pictures, patterns and blogs, then get involved by joining in on hashtags and commenting on each other’s posts. Each group posts updates via newsletters, Facebook, Twitter and Instagram. There’s no pressure to meet in the real life, but if you’d like to – and it’s recommended – look out for local meet-ups and specific events.

Also, join Sara’s Instagram retreat and learn about community building, photography and hashtags. Put your ideas out there and say yes.

Expect to quite possibly sew together something that will stay with you forever.

An important part of a retreat is coming together at mealtimes for delicious food.

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networking

One of Indie Roller’s guiding principles is to ‘be curious and try stuff’.

CASE STUDY: INDIE ROLLER

PHOTOGRAPHY: KAYTI PESHKE

Leona Thrift-ola is an indie biz champion who’s spent nearly two decades running her own business sharing her knowledge. After going through a tough time, she set up the Indie Roller community and the Make it Happen membership group. “In 2017, I felt burnt out and a little lonely and I wondered if anyone else running a creative indie biz felt the same. I organised a round table event in London so the 15 people in the Facebook group could keep in touch. Turns out I wasn’t the only person feeling that way. The group now has around 4,000 members.”

Networking is a vital part of running a creative indie biz. ”Meeting people in real life can boost self-confidence and spark action. Perhaps our friends and family might not get what we’re

doing, so spending time with people who get it is well worth stepping outside your comfort zone for. Know that how you feel on the way to the meet-up is how many others will be feeling too, so when you get inside the room grab a drink or snack and break the ice with someone by telling them how you’re feeling. Chances are they feel the same and you’ve started a meaningful conversation with someone who gets it.”

Can’t find an event in your area? Form your own! ”As part of my Make It Happen membership group (www.indieroller.com/make-it-happenmembership) we meet up on the last Saturday of each month, and this year I’ll be visiting York, Edinburgh, Birmingham, Bristol, Southampton and Leeds. If you want to go to a meet-up but nothing’s going on in your town, why not start one? Meeting with local creatives in a café will benefit your wellbeing and productivity levels.”

Best-kept business secret? “Join forces!

Collaborate across sectors – it’s the shortcut to making what you do visible and reaching a wider audience. If you illustrate enamel pins, why not contact your fave Insta-baker to create a limited edition range of cookies based on your designs?

Get your work out in as many ways as possible.”

GET INVOLVED

Join one of Leona Thrift-ola’s meet-ups around the country and get connected with other like-minded creative individuals.

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“I’ve created a set of guiding principles that Indie Roller stands for (www.indieroller.com). If this resonates, I recommend joining us in the Facebook group, which is the secret-sharing, myth-busting open space! I also share support on Instagram (@indie_roller) and my newsletter The Spark (bit.ly/IndieRollerTheSpark).”

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PHOTOGRAPHY (CENTRE AND RIGHT): RACHAEL SMITH

the last word

THE LAST WORD RACHEL BASINGER, AKA @ONRSHOP, TALKS VLOGGING, PAID PARTNERSHIPS AND THE IMPORTANCE OF BEING AUTHENTIC

S

ocial media has been incredibly useful for growing my business since I started onr.shop in 2009. It’s been interesting to see the changes in popularity between them all. In the early days, Twitter was the biggest contender, then Facebook, then Snapchat.

Instagram seems to take the lion’s share of social activity these days, I guess as it now incorporates every element of all of those platforms!

All of them have allowed me to share my process and myself with a wider audience, to build a community and grow my little brand organically – and for free. It’s allowed people to see that they’re supporting an actual person with their hard-earned pennies, rather than a faceless corporation. In sharing everything I do it creates a transparency and builds a connection that big brands don’t have.

But it’s hard to not get caught up in the ‘followers and likes’ game, especially if I share something I’m really proud of. I have to remind myself that social media isn’t real life – it’s everybody else’s highlight reel as much as it is mine, so I try to share the ‘reality’ a lot too. I don’t like to moan on social media, but I do share the struggles and the frustrations and the mess in the hope that it’ll help others feel better too.

PAID PARTNERSHIPS It’s always really exciting and heartwarming when I get approached by companies whose products I genuinely love. I think authenticity, honesty and

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openness has to be at the core of it all. My advice would be only say yes to things if you truly love what they do or sell and you would spend your own hard-earned cash with them.

I’d also encourage people to openly disclose gifted products or paid content clearly at the beginning of their captions or prominently within their stories. If you’re partnering with a company you support, there’s nothing be ashamed of or to hide. Similarly, people should be aware from the get-go that what they’re viewing is a form of advertising, then they can decide to keep reading or simply swipe on by. It’s disingenuous to expect someone to read a lengthy caption only to see #ad hidden at the end.

VLOGGING TIPS AND TRICKS I love vlogging but it takes a lot of time to create the content. Filming is super easy but it’s the editing that takes the real time! My advice, as with everything, would be to focus on creating content you actually care about or that matters to you.

Equipment-wise, you don’t need a lot. You can definitely use a smartphone to film your footage (just make sure you turn it sideways and shoot in landscape mode). For editing I use Premier Pro, but there are so many apps specifically for phones you can use, or iMovie, which is free on Macs and also fantastic for editing vlogs.

Make your videos and all your other social media content true to you, and people will value that.

social media EDITORIAL

PRODUCTION

Editor Sarah Gane Managing Editor Charlotte Martyn Senior Art Editor Julian Dace Deputy Art Editors Leela Roy, Matilda Smith Production Editors Vicky Guerrero, Davina Rungasamy Contributors Katie Antoniou, Phoebe Burt, Karen Dunn, Helen Martin, Sian Meades, Sarah Orme, Lottie Storey, Sara Tasker

Production Director Sarah Powell Production Managers Louisa Molter, Rose Griffiths

MOLLIE MAKES TEAM

Paul Torre, Karen Flannigan, Jennifer Morgan

Editor Yvette Streeter Commissioning Editor Lindsey Newns Art Editor Sarah Malone Deputy Art Editor Sally Bufton Production Editor Becca Parker

LICENSING Director of International Licensing and Syndication Tim Hudson tim.hudson@immediate.co.uk International Partners Manager Anna Brown

BUYING TEAM PUBLISHING Managing Director Catherine Potter Assistant Publisher Catherine Dean

FIND A COPY ADVERTISING Call: 0117 300 8206 Senior Advertising Manager Penny Stokes Senior Sales Executive Beckie Pring Sales Executive Tiffany Jackson

MARKETING AND CIRCULATION Direct Marketing Manager Kevin Slaughter Direct Marketing Assistant Charlie Herne Newstrade Marketing Manager Janine Smith Head of Newstrade Marketing Martin Hoskins Subscriptions Director Jacky Perales-Morris Subscriptions Project Lead Julie Sewell

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