Marketing to makers starts like marketing to any other audience: you have to understand who they are, what they need, and how to connect with them in ways that matter. When we're talking about modern makers specifically, the key word is "authentic." But how does that factor in when we're trying to introduce your brand online? Are brands even welcome in the online communities created by and for makers and DIYers?
It's incredibly exciting to see so many talented makers succeed with their small businesses and side hustles. Before the Maker Movement, that volume of success would have been much harder to come by. But for every small business in the movement, there are even more people who make purely as a hobby—and they should be just as important (if not more so) to maker brands as the pros and semi-pros.
Every group and culture has its own way of expressing and sharing ideas that develops over time. Now, during the rise of the Maker Movement, participants and supporters of this new maker culture are developing their own rhetoric, one that focuses on the creative spirit and the collective shift away from commercialism that inspires people to work with their hands to make something completely new.
As a marketer, it's extremely smart to keep your thumb on the pulse of today's makers and crafters. And an easy way of doing that is by following and keeping yourself abreast of the latest influencers and top bloggers within the niche. It allows you to discover what tools and materials crafters can't live without and ones that they've maybe had a bad experience with. Because if they've had a good experience or a bad one, they're going to share it with their readers, opening up their credible opinion to their entire reader base.
So we've found some of the top craft blogs out there that have a pretty large reach so you can discover more about your customers (and maybe even potential customers).
If you're a marketer looking to better connect with makers, it helps to know what's on the horizon, specifically maker trends for 2018. No surpises here: the Maker Movement continues to grow and expand as much as ever. Kamloops This Week recently published a story on the upcoming maker and DIYer trends for 2018. There were three prominent trends the site was particularly excited about for the new year and ones that they felt would have an impact on trending items throughout the year. The site notes that 2018 will be marked with more plants, naturally dyed textiles and clay creations.