Feb 5, 2021
Build your social media strategy
around where your customers are, not where you think the cool place
is to be. Clint O’Rear has a frank
discussion with craft industry influencer Alexa Westerfield, Founder of Swell Creative Media, about using social media
strategy to build your brand.
- Brands previously told consumers what to do with their product,
but now the consumer is telling the brand what they WANT to do with
the product and what they ARE doing with the product.
- When finding creative people to collaborate with for social
media marketing find those people that are already really good at
using your products on social media.
- Where do you look:
- #1 - Pinterest
- #2 - Facebook groups related to your product category
- Instagram #Hashtag
- Emerging - TikTok
- When determining the best social media platform to focus on,
look to see where people are the most engaged when you post
something - don’t go where you think it’s cool to be, go where the
analytics tell you people are engaging with you.
- Pinterest is where people go for creative ideas - it’s not even
social media anymore, it’s a discovery tool. And it’s where people
are looking to purchase product.
- Idea - Implement links into your Pinterest strategy for people
to go to your Amazon links or your website to purchase product.
- Older people are moving to TikTok. Locate people who are using
your product on TikTok and engage them to be an influencer for you
on TikTok. They might work with you just for free product.
- Note - don’t try to do your own TikTok videos. Use people that
have back end TikTok knowledge and know how to curate the video to
make it organic content.
- How to find an influencer for your product:
- Know which type of crafter you’re targeting - know your
- Go find the crafters/makers that are already in your lane
- Focus on Bloggers doing full step our projects
- Also look for people active in Facebook groups for your
- Facebook groups are replacing brand’s customer service because
someone can go in a room and ask questions to a bunch of experts
that have used the product.
- Each brand needs a custom social media and influencer strategy
- there’s not a cookie cutter approach.
- Determine where people are engaging with you on social media to
prioritize your target platforms.
- Find people on social media who are already using your products
and commenting on your products and engage them as influencers to
help you increase exposure to your brand.
- Start the process by looking for your brand or product category
on Pinterest, in Facebook groups, and on Instagram using hashtag
- Find a Social Media Strategist to help guide you
You can reach Alexa Westerfield at swellcreativemedia.com or find her on Instagram at
@swellcreative or LinkedIn at Alexa Westerfield.
If you'd like to be a guest on the podcast, reach out to Clint
O’Rear at Clint@CreativeRetailTalks.com.
is a multi-faceted marketer,
designer, and lifelong crafter. Professionally she’s worked for
over 15 years with craft companies like Tulip, Aleene’s, Artbin,
and DecoArt as a designer and marketing strategist guiding content
campaigns, influencers, and retailer relationships. In addition,
she’s created viral crafted content for her blog theswelldesigner.com and has produced short form video and creative
content for brands like Darby Smart, Association for Creative
industries, and Alt Summit. Her work has been featured on The
Rachael Ray Show, Buzzfeed, Huffington Post, and
𝗖𝗟𝗜𝗡𝗧 𝗢'𝗥𝗘𝗔𝗥, president and
owner of Creative Sales
Consulting (CreativeSales.biz), has worked in the Retail
industry since 2000.
Learn how Clint and his team at
Creative Sales Consulting connect suppliers &
retailers in the creative arts industries to build stronger
relationships and strategic sales growth, in order to bring joy to
consumers through artistic creative and decorative products.
"Carpe Diem" Kevin MacLeod
Licensed under Creative Commons: By Attribution 4.0 License