5 Tips for Selling Sublimation with Pinterest

For those who may not have heard one of my rants regarding how valuable a tool Pinterest can be for decorators,  I thought I’d recap.   Because Pinterest is about aspiration and ideas,  it’s a great place to sell the work decorators do.   It’s especially great for sublimation because a lot of people don’t know what dye sublimation is or what can be done with it.   Creating boards on Pinterest allows you to essentially create a lookbook or a gallery where your customers can browse,  learn about sublimation,  and get ideas for products they may want to buy for themselves.   If you’re a sublimation business and don’t have Pinterest boards,  you should set some up immediately.   Here are some tips to get the most out of your Pinterest account.

#1Set up a business account –  A Pinterest business account will offer anyalytics and other tools that a regular account won’t offer.  It’s also something you need if you want to offer buyable pins.    Business accounts also allow for advertising,  something a basic account does not do.

#2 – Follow strategically – You’re setting up the accounts to draw in new business and to educate your customers,  so you want to be sure you’re information is getting to the right people.   Figure out who your target market is and where they are on Pinterest and then make sure your information is in those places.    You can have the best boards in the world,  but if they’re not seen by the right people,  it won’t matter.

#3 – A picture is worth a thousand words – Pinterest is all about the visuals,  so make sure you have the best pictures you can possibly take.   While captions and informative descriptions are helpful,  it’s the picture that’s the first introduction to the product.  Make sure that introduction is a good one.

#4 – Educate your customers – A lot of people don’t understand what sublimation is,  so make sure your boards do more than just showcase the products you can create.   Give glimpses of the process and behind the scenes.   Help potential customers understand what dye sublimation is and what it can do.   The more your customers understand what can be done,  the more likely they are to ask you to do it.

#5 – Create boards around a specific theme – If there’s a particular product you like to make,  or a particular market to which you’d like to sell,  create boards that target that theme.   One of the things people do on Pinterest is try to get ideas,  for a party,  for a gift,  for an event and so on.   If you want to do items for family reunions create a family reunion board where you show pictures of families using and wearing your work,  showcase new ideas you have for family reunion themed merchandise,  and maybe even include tips about planning a reunion.   Same for schools or clubs or whatever you might want to target.  Specific boards tend to sell better than general boards,  as you’re narrowing in on a target and providing the info your potential customers need all in one place.

Selling Sublimation with Social Media

One of the questions we get asked quite often is how to find a market for sublimated goods or simply how to sell sublimation.   Now,  of course,  there are many ways to sell a product,  and the ones that work for your particular business will certainly depend on your target market.   The first rule of sales is to always know your market,  how they communicate and where they get their information from,  and then to become part of those communication channels yourself,  which is what brings me to social media.

If you read much about modern marketing,  social media is certainly already on your radar.  While I won’t say social media is for every business or will work with every market,  it is a great weapon to have in your sales arsenal.   Selling sublimation with social media works pretty much like selling sublimation with any other sales tool, but there are a couple of differences.   If you want to try using social media to boost your sublimation sales,  here are a few things to consider.

1. Social media is about relationships,  not selling.  It’s easy to get so caught up in making the sale that you forget you’re talking to real people.  The average person doesn’t want to be sold,  they want to get to know your company and you,  and to trust that you’ll do good work.  Once that is accomplished,  a sale may well be made,  but the relationship has to be there first.   A constant stream of messages that scream nothing but “buy my product” will have your potential customers saying a “bye” of a different kind.

2.  A picture is worth a thousand words.  Instagram is a great resource for people who make things.  Facebook and Twitter allow you to post pictures as well.  Creating albums of your work,  or spotlighting a new product with a post and a picture is great publicity.  Plus these sites allow you to create a display of your work that is available 24 hours a day,  7 days a week, 365 days a year.

3. Social media helps educate customers.  Make sure part of your social media strategy encompasses helping your customers learn about your business and the sublimation process.   Share pictures of your equipment or supplies.  Post a video that shows how a mug or a mousepad is made.   Don’t release trade secrets,  but allow your customers to understand how you do what you do and why sublimated products might be a viable option for their business.