Impressions - March 2024 - 43

Don't be afraid to show off your
best work when touting your
accomplishments online! Photo
courtesy of Impressions Expo
those last-minute jobs your competition told their customers they
don't have time for.
Leveraging Social Media
These days, having a strong online presence is crucial. Use social
media platforms and online marketplaces to showcase your work,
engage with customers and reach a wider audience. Regularly
update your online portfolio to reflect your latest projects.
Embroidery is a highly visual craft, and social media platforms
excel at showcasing visual content. Facebook and Instagram, in
particular, allow embroiderers to share high-quality images and
video of their work, giving potential customers an idea of the skills
and variety of designs they have to offer. Instagram reels are another
a popular place to post videos of embroidery work.
As you're posting regular high-quality content of your work
and services, don't neglect the use of paid ads as well. Platforms like
Facebook and Instagram offer robust advertising tools that allow
embroiderers to target specific demographics, interests and locations,
making it possible to tailor your promotional efforts to reach those
audiences that are most relevant for your business.
One of the easiest ways of doing this involves creating a piece
of content on Facebook and then clicking on the prominent blue
button on the bottom right labeled " boost post. " You can then specify
your budget, select your target demographic and narrow down your
audience to people in a specific industry or with particular job titles.
If you're keen on taking things to the next level, you can log in
to your Facebook account and use the search bar to look for the
" Ads Manager " section. Once you're in Ads Manager, you'll have
the option to choose an objective, such as increasing web traffic or
driving sales, and set a daily advertising budget.
Here's where it gets exciting: within Facebook Ads Manager, you
also gain access to highly detailed targeting capabilities, allowing you
to fine tune your ad audience even more. Facebook Ads Manager
boasts robust targeting options, enabling you to define your audience
based on factors like demographics, interests, behaviors, and
more. For embroiderers, this translates into the ability to specifically
connect with individuals or businesses most likely to require your
embroidery services.
Finally, while promoting your embroidery business on social
media is essential, a well-crafted website remains the cornerstone
of any online presence, acting as a powerful showcase for your skills,
products and services, and serving as a reliable source of potential
leads. With the e-commerce landscape continuously evolving, having
a strong online presence is not just a trend or fad. It's a necessity.
Investing time and effort in creating a website that accurately
represents your brand is crucial. If you're not comfortable with
web design, consider a solution like 10web.io, a platform leverages
the power of AI to help you effortlessly build or revamp your own
website. In just minutes, you can have a website that not only looks
great, but boasts AI-generated content and images, ensuring your
online presence shines.
Serve as a Marketing Powerhouse
In the embroidery business, one of the most compelling selling
points you can convey to your customers is the idea that customized
T-shirts, hats and sweatshirts also serves as walking advertisements
for their businesses. This concept is not only persuasive but highly
effective in showcasing the value of embroidery services.
Explain to your customers that when their employees, customers
or supporters wear embroidered apparel with their company logo
or branding, it becomes a kind of walking billboard. Whether it's a
T-shirt worn by an employee at a local coffee shop, a hat sported by
a loyal customer at the gym or a sweatshirt worn by a dedicated fan,
these items attract attention wherever they go. This in turn helps to
imprint the brand in the minds of potential customers.
Also be sure to mention that embroidery isn't limited to just
T-shirts, hats and sweatshirts anymore. It can also be applied to jackets,
aprons, bags and more, allowing businesses to further expand their
promotional efforts in the context of a range of different settings
and occasions.
Recently, the team at Madeira USA spoke with a gentleman at
Impressions Expo in Fort Worth, Texas, who took the time to explain
to them his somewhat unique strategy for getting more customers.
Specifically, with an eye toward growing sales, he said he'd begun
going through Google Maps and cold calling the companies he
found there asking if they'd like uniforms for their businesses.
As he did so he made a point of explaining how when employees
wear company-branded apparel, it not only helps create a unified
and cohesive appearance, but helps promote productivity as well.
Not a bad strategy for generating new business!
Incorporating these kinds of strategies into your embroidery
business will help you attract more customers, build lasting relationships
and set you apart in a competitive market. Remember that
customer satisfaction is at the heart of it all, and that by consistently
delivering exceptional service, you'll create a thriving embroidery
business that will stand the test of time. 
Michael Denufrio is a digital marketing and ecommerce specialist at the commercial
embroidery supply company Madeira USA (madeirausa.com). In addition
to cutting-edge threads, backing, needles and bobbins, Madeira USA serves as
a source for a wide range of accessories, including everything from shears and
tension gauges to color cards and product displays.
March 2024
P.43
http://www.10web.io http://www.madeirausa.com
Impressions - March 2024

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