Myth: why you don't need a massive audience to sell digital stationery
Has something stopped you from starting a digital planner business recently? One of the most common reasons for not starting that I hear from aspiring entrepreneurs is that they don't believe they have a big enough audience to be able to make enough money to support themselves by making passive income. Today, we're going to be busting this myth and talking all about why you don't need a massive audience to sell digital planning and stationery products.
Quality Over Quantity
Having a large following on social media or thousands of subscribers on your email list doesn't have to determine the success of your business. Instead, what you do with those in your audience will have the largest influence on the potential customers following along with you. By consistently sharing educational, relatable, and promotional content, you'll keep your brand at the front of your ideal client's minds, which increases the chances of them buying from you.
💡 Did you know? The average person needs to see something 7 times before they take action. Consistency is key when it comes to promoting your products in front of an audience of any size!
When you put in the time, you'll see results. Whether it's filming stories, making video content, or writing blog posts, there is someone out there keeping up with everything you're doing!
Engage With Your Audience
To discern how "warm" (or ready to buy) your audience is, take time to show a personal interest in your audience. Invite them to interact with you through a call to action at the bottom of your caption, carousel post, Reel or TikTok, or email newsletter. You can also make use of the swipe-up feature on Instagram - easily inviting those in your audience to start a conversation with you in the DMs.
Take fifteen minutes out of your day to go through your followers list and interact with their account. This shows that you see them keeping up with your content and appreciate what they're doing! By making people feel valued, you build up a relationship between you and your audience that can lead to increased sales.
By increasing engagement with your audience, chances are that they will return the favor. When more people see, like, and interact with your content, Instagram sees that as a sign that more people want to see the kind of content you provide, therefore sharing your content with more people and helping you to grow your audience!
Authenticity Over Volume
It may be tempting to think that you'll have only "made it" when you have a certain sized audience or when you've hit a certain number of sales or income. But to an extent, these numbers are just a vanity metric. What really matters is your passion and connection. When your audience can see that you really love what you do and that you believe in the solutions your products offer, they're more likely to appreciate what you do.
How to show up authentically on Instagram Stories:
Show behind the scenes content of your day or process
Record your morning routine as a stationery designer
Talk about the stages of building your digital products
Involve your audience in choosing their favorite layouts and colors
Create a Personal Brand
Marketing your brand on social media puts you in front of a different demographic than other, more traditional forms of marketing. The generations most commonly found on social media resonate deeply with companies that share their values and are more loyal to the brands they trust. A personalized experience that is both memorable and shareable can help you increase reach and be seen as a personal brand!
No matter what your audience size is, leads from social media are some of the most ready-to-buy individuals you'll find while marketing your business. "Leads generated by employees through social media activities are 7x more likely to convert than other leads" (source).
What should you include in your personal branding?
Signature color palette - research the psychology of color and emotions associated with certain colors to create a brand experience that aligns with the products you sell and your values.
Signature style - is there a trademark style associated with your brand? For example, Rifle Paper Co. is a well-known stationery brand with a trademark handpainted floral style. Could you do something similar with florals of your own, watercolor patterns, or custom illustrations?
Consistency - make sure that your website, product listings, social media platforms, and imagery all align with the personal brand you’ve built!
How to Sell Without a Massive Audience
We've talked a lot about the reasons why a large following isn't necessary, so let's talk for a minute about the different marketing platforms you can utilize to maximize the impact of your brand, no matter how large your audience size is:
Instagram - each a younger demographic through a mix of static posts, behind-the-scenes content, and Reels to maximize reach and growth. You can learn more about utilizing Instagram within your business in this blog post.
Email marketing - email marketing is one of the best ways to build a loyal community of people dedicated to potential customers who want to learn more about digital planning and are interested in your products. Learn more about some of our favorite email marketing platforms in this blog post.
Blogging - Provide more educational content for your audience and pair blogging with other marketing platforms to repurpose content. Learn how and why to start a blog for your business here!
Pinterest - Pinterest pairs well with blogging to channel traffic to your website. After people are on your website, then they can navigate to your shop! Learn more about the importance of Pinterest for digital planner businesses by clicking here.
Etsy - instead of building your own audience, selling digital products on Etsy allows you to take advantage of the audience they've already built - all you have to do is channel it to your shop! Grab our Etsy guide & Etsy seller planner here >>
Your Next Step!
Building a digital planning business doesn't have to be stressful and overwhelming. Instead, you can design a life you love with the help of an expert right by your side, every step of the way. You can learn all about building a successful digital planner business through our signature program, Digital Planner Academy. Learn more about how this program has changed the lives of hundreds of students by clicking here. We’ll talk more about each of these strategies inside the program. Here’s a sneak peek of what you can learn…
Creating high-quality content - have a clear picture of who you're selling to so your products speak to their pain points through content that connects and converts
Engaging with your audience - learn how The Pink Ink utilizes Instagram to promote our digital planner products, programs, and events.
Authenticity over volume - we’ll talk all about running a business that excites you so you can wake up every day and feel excited to work!
Creating a personal brand - become your own brand strategist with essential business skills you’ll use for life to build a brand that resonates with your target audience
How to sell - scale your digital planner business with traffic-building strategies to explode your reach without feeling overwhelmed and stressed with sales strategies that aren’t working for you.