If there’s one thing every successful maker has in common, it’s not just amazing products, it’s loyal people behind them. Your audience isn’t just there to buy; they’re cheering you on, telling their friends, and keeping your creative business alive.
Taking time to genuinely connect with your community isn’t just “nice to do”. It’s one of the smartest ways to build trust, boost sales, and make your followers feel part of something meaningful. Whether you’re a jeweller who loves chatting at markets or a ceramicist who’s shy online, showing appreciation can make all the difference.
So, how do you actually do it? Let’s break it down.
Respond like a human, not a bot
When someone comments on your post or story, that’s a person taking time out of their day to connect with you. Treat it as a conversation, not a transaction. Instead of replying with a quick “thanks!”, take a moment to personalise it.
For example: If someone says, “I love this vase!”, try: “Thanks, Sally! That one’s inspired by my nana’s old garden pots, so glad it resonated with you.”
It doesn’t have to be a long reply, but those little details create warmth and recognition. Over time, those small moments build loyal relationships.
💡 Pro tip: Set aside 10–15 minutes each day to check comments, tags and messages, maybe while you’re having your coffee. Respond to as many as you can while because it shows people you’re listening and paying attention to your customers.
Celebrate your supporters
Your customers are your best brand ambassadors so give them their moment in the spotlight! Reposting customer photos, sharing testimonials or an interesting customer story is a lovely way to show appreciation.
For example:
- Share a happy customer’s market selfie wearing your earrings.
- Post a screenshot of a kind message or review (with permission).
- Send a thank-you discount code to repeat customers.
These gestures show that you value more than just the sale and that you truly value the connection.
It’s contagious! Other people notice how you treat your community and want to be part of it.
Ask, listen, and act
If engagement is a conversation, listening is half the art. Ask your followers for feedback on your products, ideas for new designs, or even how they use your creations.
Try running an Instagram poll asking, “Which glaze do you love more, the sage green or blush pink?” or try a story question like “What’s one product you’d love to see at my next market stall?”
When people reply, don’t leave them hanging! A quick “Thanks for voting, looks like the green is winning!” goes a long way. Bonus points if you share the results later because it shows you’re paying attention and that you really do value their input.
💡 Pro tip: If someone gives you helpful feedback or a great idea, acknowledge them publicly. “Thanks to @lucy.makes for suggesting I try smaller studs they’ve been a massive hit!”
Building a loyal audience doesn’t happen overnight. It grows from hundreds of tiny, thoughtful moments that make people feel seen and valued. Keep showing up for your customers with authenticity and gratitude and your audience will keep showing up for you.
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