FROM OFFLINE TO ONLINE • Lucy Štruncová


It has been more than a year since the world went online. All meetings, events, the way of selling, purchasing and presenting ourselves had to be transformed to the online world. That meant to start thinking differently than ever before.

Time is passing by quite fast and we are able to see a lot of new online projects, interesting platforms, classes and overall new ways of learning and teaching…



But have you changed anything about your business operations

and have you been able to switch from offline to online?

In this article, I would like to tell you more about things and projects we have been doing during the past months in the Polymer Week. Everything is honest, there are no secrets. I am here to present to you our marketing strategies, how to build an online community, the way of thinking about social media, and hopefully inspire you on your own journey. So let’s start!



SOCIAL MEDIA AND OWN WEBSITE

Our main social media are Facebook and Instagram at this time. From many people’s opinions Facebook is a dying platform. There are definitely many changes around the algorithm since the very beginning, where we all got a big amount of views, reactions, and comments. Facebook is currently dedicated more to groups with people interested in different hobbies, and to market places where you can buy and sell your own products or second hand goods.

What does that mean for us? It’s definitely good to be there. As the polymer clay community contains mainly women around 30+, Facebook is still a big field where it's good to be seen. With the algorithm supporting groups and markets you can focus on sharing your work in Facebook groups or creating your own groups and pages dedicated to your business.

When having a business page there, it’s good to think about paid advertisement which is a great and usually the only way of reaching a bigger audience which was a standard before. Problem with Facebook pages is that you are not seen on people’s feeds. But paying just a few pennies per one post will immediately change it and you can get more comments, followers, or customers back on your profile and the business page.



Instagram is exactly what Facebook was five years ago. You simply have to be there. In today’s world you don’t give a paper business card anymore, you show your Instagram feed and get a follow from your business partner to stay in touch in the future as now you know about each other.

The Instagram Polymer Week account brings the latest information to our followers not only about our business. You can get news about the new blog posts, projects, products, sale offers but you can also easily connect with polymer clay artists from all over the world. All our social media accounts are connected to our website and the online store. That’s how we do the business in today’s world. Let me present our strategy to you now.



FREE CONTENT


We write a blog post dedicated to interesting polymer clay artists three times a week. It basically means never ending searching for new talents, writing text, editing photos, and publishing those articles on our website. All this is a hard work of four people and every one of us does his or her part to make it smooth, fast but also in the highest quality. Publishing free content costs a lot of money and the Polymer Week Blog is not something we would like to charge our readers for.


Instead of getting money for it, we get something much more important and valuable.

Attention and connection.

On the day of publishing the blog post we also create visually interesting Insta Stories using a Swipe up to easily access the article, plus one post on our Instagram and one to our Facebook feed. While connecting with the presented artist, we both tag each other on our profiles and there is a chance that we interchange our followers. Polymer Week and the presented artist receive attention on both sides but also a few new followers that one day can become possible customers. It definitely makes the community bigger.

During the last two years we have published around two hundred articles. Here I definitely don’t want to know how many hours it has taken. But what I see as a very important fact is that we have built some kind of credible source for people or let’s say renowned medium presenting high quality content about the polymer clay artwork of people from all over the world.

A HOME OF YOUR ONLINE PRESENCE