It is January (or it was, as you’ll see at the end.) Time of resolutions and reviews. My social media feeds are full of lists and picture grids. 9 things. Resolutions. Best of 2018. Hopes for 2019.
As a business owner with just one employee, me, I have consulted many resources over the last 8 years to help me shape and build my business. There are tons of podcasts, blogs and books. Lots of suggestions. Lots of things I could be doing to build my business. And lots of “should”. You should be on Instagram. You should have a newsletter. You should post every day. You should do this show or that.
The social media pressure is enormous. Where do I post? How often? What if I don’t post as often as that other business person? Am I doing it wrong? Do I do a top 9 post? What is a top 9 post? Huh. Turns out there’s an app for doing a top 9 for instagram post. Who knew?
And the business stress can be enormous too, if you let it. Grow your business! Double your sales! Reach more people. Get 10k followers. Never mind FOMO (Fear of Missing Out), I’m feeling PtP (Pressure to Perform).
As I mentioned in my last post. I’m taking stock. Circling back to some of my earlier reading about how to define my business and set my goals. There was advice I understood in principle. Define your product. Understand your customers. Be where the customers are. I knew what they were saying and I made a good first attempt at trying to define those things for my new business.
I’ve come to realize that I can only begin to answer the question of what I want my business to be as I look back on the past 8 years and assess what I’ve been doing. “What isn’t working for me?” is as important as understanding my successes. While I appreciate all the business experience that may sit behind a list of things I should do to grow my business, that’s only good advice for me if I can be comfortable, confident and real while doing those things.
My social media presence needs to be about me and what I bring to my business. It won’t be successful, or even sustainable if I’m trying to copy what someone else is doing.
February note: I started writing this early in January and set it aside because I hadn’t figured out my conclusion. Still haven’t really, but all that I wrote is still valid so you’ll get it as-is.
What I want to do today vs. what I should do today…
The luxury of being your own boss comes with a need for responsibility. Sure, I can take a day off whenever I want to. Or always prioritize the fun projects. But since I don’t have any employees, it only gets done if I do it. And my overarching business goal is not just to have fun.
I’ve just gone through a business assessment process with a fellow business owner. We reviewed our 2016 goals and set plans in place for 2017. We each have a good idea of what the first quarter looks like and we are creating the action item lists that will get us to our goals. For instance, it’s all very well to say I want to increase sales by 10% over last year. But I’m not going to get very far with that if I don’t work on my marketing consistently. Much as I like to pretend otherwise, serendipity is not my marketing tool.
Which brings me to today, and a little bit of self-back-patting, for putting aside the sweater I’m knitting for a client (the fun project) and setting up for a photo shoot (the responsible task.) The sun was out this morning and it was a perfect opportunity to take pictures without setting up all the supplementary lighting.
At the end of it, I’ve come away with fodder for this blog post, additional photos for an Etsy shop listing, some future instagram photos and most of my February newsletter (subscribe here.) And I’ve banked some time against my marketing goals, which in turn lessens my guilt when I next sit down to knit.
What do you do on a Thanksgiving morning while waiting for the turkey to roast? In my case, open an Etsy shop.
This was a move I’d been contemplating and researching, but had thought to defer it until early next year when life was a bit slower. The Square store had worked adequately as a storefront to which I could point customers, but didn’t have any marketing reach outside of what I could do myself. I have no illusions that being on Etsy will suddenly result in tons of orders. I think those magical discovery days are over given the vast number of sellers there. But getting my work in front of browsing shoppers and into the Etsy search results surely wouldn’t hurt.
But I had some time to kill so, armed with my trust iPad, I set out to see how much I could accomplish. The configuration went swimmingly. Nobody owned my store name yet so I snapped it up and set up the bits and pieces: description, location, bank account (for the sales revenue deposits) and most important: scarves!. By the time the turkey was ready I had a store with two listings.
I spent the next few days taking pictures, adding stock, and getting the store ready for a soft launch. The final step was to point heronponddesigns.com/shop to Etsy and start marketing. I’ve had a good response to my instagram feed and my shop already has some likes and favorite items.
So, pour a cup of your favorite hot beverage, get cozy on the couch and come browse the store for socks and scarves at heronponddesigns.etsy.com. I still do custom orders, so if you don’t see what you want, don’t hesitate to ask.
I’m impatiently waiting for signs of spring. Well, let’s clarify that. I’m in Vermont and for early April in Vermont I’m seeing the typical signs of spring. Birds that haven’t been here for months. Mud. Rapidly diminishing snow piles. Mud. The groundhog emerged! Did I mention mud? What I WANT to see is this:
The beautiful blooming tree that we saw while on vacation last week. Regrettably, this sight is not so imminent here in the north.
Ah well. I have plenty to keep me busy. I spent an hour on vacation brainstorming things to do to improve my marketing efforts. Now that I’m back they are waiting for implementation. I also have 7 knitting projects in the queue. There were four when I left, two more joined up while I was away and the 7th arrived last night. So enough of this. It’s time to get some work done.