Your Guide to Marketing a Craft Business

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How can a craft business owner attract attention to their handmade goods? It’s definitely possible to effectively promote handmade businesses through various marketing strategies, including social media marketing. Marketing a craft business requires careful planning, but with the right techniques, you can increase your customer base and drive sales.

Interested in proven craft business tips, with a particular emphasis on social media marketing? By incorporating the following strategies, you can take your craft business to the next level.

Marketing a Craft Business: 14 Amazing Strategies

Looking for proven marketing tips for your craft business? Well, look no further. We’ve compiled 14 amazing strategies that can help you reach more customers, increase sales and build a strong brand.

marketing a craft business

1. Make a Craft Business Marketing Plan

Crafting a marketing plan is crucial for any successful craft business. For a small business to thrive, it’s vital to identify not only your target customer but also the unique benefits that differentiate your crafts from the competition.

As you research your competition, be sure to analyze successful marketing strategies. Determine the best marketing channels to reach your target audience and set specific, measurable goals, as well as a budget.

Finally, create a timeline and a schedule for executing your marketing plan before continually evaluating and adjusting your strategies as needed to optimize results.

2. Launch Your Own Website

In today’s digital age, an innovative and engaging website is crucial for any business, including handmade craft businesses.

A business website not only provides a professional online presence, but it also serves as an essential tool for promoting your crafts and driving sales.

By creating an online store, you can reach a wider audience beyond your local community and sell your crafts 24/7.

A website also enables you to showcase your craft business, share your story and values and connect with customers through a blog or social media integration. With the right design and optimization, a website can significantly enhance the success of your handmade business.

3. Create a Social Media Presence

marketing a craft business

Having a strong social media presence is a must for any craft business looking to increase its visibility and connect with customers. Social sites and platforms like Facebook, Instagram, Twitter, and Pinterest are powerful digital marketing tools for sharing your crafts, building your brand and engaging your audience.

By regularly posting high-quality photos and videos of each handmade product and craft, and interacting with followers, while also using hashtags and other social media features, you can expand your reach, attract new customers and foster loyalty among your existing ones.

How can you use some of the top social media platforms to grow your craft business? Keep reading to see how social media strategies can help your handmade business succeed.


Facebook is an excellent platform for handmade business owners to market their crafts.

With a Facebook business page, you can post high-quality photos and videos of your products, interact with customers through comments and messages, and run targeted ads to reach potential customers.


Instagram is a visual platform that’s perfect for promoting handmade crafts.

By creating an Instagram business profile and posting high-quality photos and videos of your products, you can showcase your work, engage with customers through comments and direct messages, and reach new audiences through hashtags and influencer partnerships.


Twitter can be a useful marketing tool for handmade business owners looking to increase their brand awareness and reach new customers.

By regularly tweeting about your products, sharing behind-the-scenes glimpses of your craft process and engaging with followers, you can build a loyal following and amplify your online presence.

Utilizing relevant hashtags and Twitter chats can also help increase your visibility.


Pinterest is an ideal platform for handmade business owners to showcase their work and increase their reach.

By creating boards that highlight your crafts, using relevant keywords in your pins and engaging with other pinners, you can attract a loyal following, increase website traffic and drive sales.


While LinkedIn may not be the first platform that comes to mind for marketing a handmade business, it still can be useful for building connections and increasing visibility.

By sharing your crafting story, networking with other professionals and joining relevant LinkedIn groups, you can showcase your skills and connect with potential partners, clients and suppliers.


Youtube is a great platform for handmade business owners to showcase their creativity, build their brands and engage with customers.

By creating video tutorials, sharing your craft process and featuring your products in action, you can increase brand awareness, connect with viewers and drive traffic to your website. Youtube is a powerful marketing tool for any handmade business.

Tik Tok

TikTok’s popularity has exploded in recent years, making it an ideal social network for handmade business owners to showcase their crafts and reach new customers. By creating fun and engaging short-form videos, using popular hashtags and leveraging influencer partnerships, you can leverage TikTok to build brand awareness, attract a young and engaged audience and increase sales.

Key Social Media Strategies for Craft Business Marketing

  • Consistent Branding Across Platforms:
    • Use the same profile picture, color scheme, and messaging on all social media accounts for easy recognition.
    • Create a memorable tagline that encapsulates your craft business.
  • Content Planning and Posting:
    • Develop a content calendar to maintain regular posts on all platforms.
    • Mix content types: behind-the-scenes looks, customer testimonials, and product spotlights.
  • Engagement and Community Building:
    • Respond promptly to comments and messages.
    • Host live sessions/Q&A, introducing new products or demonstrating craft techniques.
    • Create community posts that encourage follower interaction.
  • Hashtag and SEO Best Practices:
    • Research and use trending and relevant hashtags to improve discoverability.
    • Craft compelling captions and use keywords naturally in post descriptions.
  • Influencer and Customer Collaborations:
    • Partner with micro-influencers whose followers match your target demographic.
    • Share user-generated content, giving credit to the original posters.
  • Analytics and Advertising:
    • Regularly review analytics to understand content performance and audience preferences.
    • Consider paid social media ads for targeted campaigns, product launches, or seasonal promotions.
  • Promotions and Social Proof:
    • Run social media-exclusive discounts, competitions, or giveaways.
    • Share customer reviews and press mentions as social proof.
  • Diversification and Platform-Specific Strategies:
    • Tailor content for different platforms (e.g., reels for Instagram, videos for TikTok, professional networks on LinkedIn).
    • Explore emerging platforms or trends for early-adopter marketing advantages.
  • Learning and Adaptation:
    • Keep abreast of changes in platform algorithms and adapt strategies accordingly.
    • Seek feedback from followers through polls or direct questions to understand their needs and preferences.

4. Open an Etsy shop

Online marketplaces often are the secret to success for modern handmade businesses.

Opening an Etsy shop can be a game-changer for handmade business owners looking to expand their reach and increase sales. With millions of active buyers and sellers, Etsy provides a ready-made online marketplace where craft businesses can easily sell their products online.

By creating a visually appealing Etsy store with high-quality photos and detailed product descriptions, businesses can showcase their unique crafts and build loyal customer bases.

Etsy also offers various other tools and resources to help sellers optimize their shop, such as analytics, SEO optimization and customer support.

Of course, don’t feel like you have to limit your online marketplaces to an Etsy shop… or any one platform for that matter.

Feel free to set up shop on other handmade platforms, including Amazon Handmade and eBay, among other popular e-commerce websites where you can sell handcrafted goods. After all, the more exposure, the better.

5. Attend Craft Fairs and Local Events

Would you like to showcase your craft business before an audience of shoppers uninterested in mass-produced goods – all in one physical location? Craft fairs provide an excellent opportunity for handmade businesses to showcase their crafts, connect with customers and increase sales within local markets.

By attending local craft fairs and other local events, businesses can build brand awareness, gather customer feedback and make valuable connections within their community.

To get the most benefit from attending craft fairs, businesses should create eye-catching booth displays that showcase their crafts and encourage people to take a closer look.

They also should prepare promotional materials, such as business cards and brochures, and offer special discounts or giveaways to incentivize purchases.

By establishing a presence at craft fairs and engaging with customers face-to-face, handmade businesses can build trust and credibility with their target audience and ultimately drive more sales.

6. Employ Email Marketing

marketing a craft business

Email marketing is a highly effective strategy for handmade businesses looking to increase customer engagement and drive sales. By creating a targeted email list and sending regular newsletters or promotions, businesses can stay top-of-mind with their customers and build brand loyalty.

To make the most of email marketing, businesses should personalize their emails, use eye-catching graphics, include clear calls-to-action and segment their lists to target specific audiences.

Handmade business owners also should optimize their emails for mobile devices and test their campaigns to ensure maximum effectiveness.

With its high ROI and ability to reach a targeted audience, email marketing is an essential tool for any handmade business looking to increase its online presence and boost sales.

7. Write a Handmade Business Blog

Blogging can be a highly effective strategy for handmade businesses looking to establish their brands, connect with customers and increase their online visibility. By creating blogs that showcase their craft processes, offer tips and insights into the industry and share their brand stories, businesses can establish themselves as thought leaders within their community and build a loyal following.

For blogging success, businesses should optimize their content for SEO, share their blog posts on social media and engage with their readers through comments and other forms of interaction.

With its ability to drive more traffic to a website and build a loyal following, a business blog is an essential tool for any handmade business looking to expand its marketing reach.

8. Use Paid Advertising

Paid advertising can be a highly effective strategy for handmade businesses looking to expand their reach, attract new customers and drive sales.

By running targeted ads on social media platforms, such as Facebook or Instagram, businesses can reach highly engaged audiences and promote their products to users who may not have discovered them otherwise.

Plus, by employing Google Ads, businesses can drive traffic to their websites and increase brand visibility on search engines. To get the most bang for their advertising bucks, businesses should carefully target their audiences and create visually compelling Google ads, while continually testing and adjusting their campaigns to optimize results.

9. Obtain Influencer Endorsements for Handmade Items

Influencer endorsements can be a highly effective strategy for handmade businesses looking to increase brand visibility and reach new customers.

By partnering with influencers who have a strong following within their niches, businesses can promote their products to highly engaged and relevant audiences.

Influencers can showcase the crafts in use, offer reviews or testimonials and provide valuable exposure to their followers.

For best results, businesses should carefully select influencers whose audiences align with their target customers and work with them to establish clear expectations and goals for the collaboration.

10. Donate Handmade Crafts to Charity

Donating handmade products to charities can be a powerful marketing strategy for craft businesses looking to build brand awareness and attract new customers.

By donating their products to charities or non-profit organizations, businesses can showcase their values and commitment to social causes while gaining valuable exposure and publicity.

Charitable donations also can lead to positive media coverage and social media mentions, which can help increase brand visibility and attract new customers.

To make the most of charitable donations, businesses should carefully select charities that align with their brand values and goals, while considering the potential returns on investment.

11. Partner with Other Craft Businesses

Partnering with other craft businesses can be a highly effective strategy for handmade businesses looking to expand their reach, attract new customers and collaborate with like-minded entrepreneurs.

By partnering with complementary brands, businesses can offer joint promotions, bundle their products and cross-promote to each other’s audiences.

Brand partnerships can lead to increased visibility, exposure to new customers and potentially increased sales. To make the most of partnerships, businesses should carefully select partners whose audiences align with their target customers and collaborate on a clear and mutually-beneficial promotion.

12. Run Competitions and Giveaways to Attract Potential Customers

marketing a craft business

Competitions and giveaways can be highly effective strategies for handmade businesses looking to attract new customers, increase engagement and build brand loyalty.

By offering prizes that align with their brands, businesses can generate excitement and incentivize customers to engage with their products.

Competitions and giveaways also can help increase brand awareness and social media reach, as participants are likely to share the promotion with their followers.

To make the most of competitions and giveaways, businesses should establish clear rules and guidelines, promote competitions through various channels and ensure that the prizes align with their target customers. Some of the most popular and effective prizes are gift baskets featuring an assortment of small businesses’ handmade goods.

13. Set Up Your Google Business Profile

A complete Google Business profile is a crucial element for a local business seeking to improve its online presence and attract customers in its area.

By verifying their business information and optimizing their profiles, local businesses can appear in Google search results and Google Maps, making it easier for potential customers to find them.

Google Business profiles also can showcase business hours, contact information and customer reviews, increasing brand credibility and customer trust.

By leveraging this free tool, local businesses can increase their search engine visibility in their communities and attract new customers within their local areas.

14. Give Business Cards to New Customers

marketing a craft business

Giving business cards to new customers can be a simple yet effective strategy for handmade businesses looking to increase brand awareness and attract repeat business.

By including key information such as the business name, website and contact information, business cards can serve as a tangible reminder of the brand and its products.

Business cards can offer customers more than identifying information.

By offering business cards with a personalized note or discount code, businesses can incentivize existing customers to return and make repeat purchases.

For best results, businesses should ensure business card designs are visually appealing and align with their brand identities.

By handing out business cards to new customers, handmade businesses can increase their visibility and encourage customer loyalty, leading to increased sales and growth.

Marketing a Craft Business Summary

Marketing StrategyBrief Description
Craft Business Marketing PlanDefine target customers, analyze competitors, and set structured, adaptable marketing goals.
Launch Your Own WebsiteEstablish an online presence, display products, and enable e-commerce capabilities.
Create a Social Media PresenceUse various platforms to promote products, engage with customers, and expand reach.
Open an Etsy ShopJoin a popular marketplace to access a broader customer base and utilize built-in tools for sellers.
Attend Craft Fairs and Local EventsDirectly engage with the community, showcase products, and build brand awareness.
Employ Email MarketingSend targeted content and promotions to a subscription list to maintain customer interest and loyalty.
Write a Handmade Business BlogShare insights, product creation processes, and industry knowledge to build a following and enhance SEO.
Use Paid AdvertisingInvest in targeted ads on search engines and social media to increase visibility and reach potential customers.
Obtain Influencer EndorsementsCollaborate with influencers to tap into their follower base and enhance product credibility.
Donate Handmade Crafts to CharityBoost brand image and awareness by supporting social causes and showcasing corporate responsibility.
Partner with Other Craft BusinessesCollaborate for cross-promotion, bundled offerings, and shared customer bases.
Run Competitions and GiveawaysAttract attention and engagement by offering prizes, encouraging social sharing, and creating brand excitement.
Set Up Your Google Business ProfileEnhance local search engine visibility and provide essential business information to potential customers.
Give Business Cards to New CustomersDistribute business details for customer retention and to encourage repeat business and referrals.

Why is marketing important for your craft business?

Marketing is crucial for any craft business looking to increase brand awareness, attract new customers and drive sales. Effective marketing strategies can help businesses reach a wider audience, establish trust and credibility with their target markets and differentiate themselves from competitors. By investing in marketing efforts, handmade businesses ultimately can increase their profitability and achieve long-term success in their industry.

How can you promote your craft business?

Craft businesses can promote their brands through a variety of effective marketing strategies, including social media marketing, email marketing, attending craft fairs, creating websites, paid advertising influencer partnerships and giveaways or competitions. By carefully selecting the right mix of promotional tactics that align with their brand values and target audiences, craft businesses can increase their visibility, build brand loyalty and ultimately drive more sales.

Are craft businesses profitable?

The profitability of craft businesses can vary depending on factors such as the quality and uniqueness of their products, pricing strategies, target markets and marketing efforts. While some handmade businesses might struggle to turn a profit due to the competitive nature of the industry and the cost of materials, others can be highly successful and profitable.

By creating high-quality and unique handmade products that resonate with their target markets and effectively marketing their brands, small businesses can achieve profitability and long-term success.

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Samantha Lile Samantha Lile is a staff writer for Small Business Trends and has been a member of the team for 3 years. She is also a freelance writer and journalist who contributes to a variety of web publications from her home office in the heart of the Ozarks.