If you’ve ever searched for a unique present on Etsy, you’ve likely dipped your toes into the world of handmade goods and the independent artisans who create them. What started as a way for craftspeople to earn extra money has exploded into a major retail trend, with shoppers eager to buy handcrafted items with personal touches, moving away from mass-produced products.

My wife and I have always supported craft businesses, and several friends run their own, making this topic personally relevant. Running a handmade business can be incredibly fulfilling (and profitable), but marketing these ventures has unique obstacles. This post explores those challenges and offers solutions, divided into sections for:

• All craft makers and marketers
• Craft makers with a physical store
• Craft makers with an online shop (Etsy, etc.) Before diving into tips, let’s examine how Etsy’s evolution has impacted its viability for new and existing craft businesses.

Is Etsy Still a Viable Platform for Selling Crafts?

Launched in 2005, Etsy was a haven for artisans to sell their creations. Sadly, it’s no longer the same. The platform is not as small-business-friendly as it once was. Etsy faced significant backlash in October 2013 when it allowed mass manufacturers to join. This decision turned what was once a dedicated marketplace for handcrafted items into just another e-commerce site flooded with factory-made goods disguised as handmade. The crafting community felt betrayed, and many makers abandoned Etsy. Whether Etsy is worthwhile is a personal decision. Competing with cheaply manufactured goods is tough, but many artisans maintain a presence because it’s expected. Many makers I know find greater success and visibility on platforms like Big Cartel, and there are plenty of other options available. Choose what’s right for you and your business. Best of luck!

General Etsy/Craft Marketing Tips

These tips are beneficial for all craft businesses, from those selling through physical stores and craft fairs to those operating online shops. These cost-effective strategies can help your business grow.

1. Leverage Facebook Ads

Starting a business is challenging, especially for craft businesses facing material costs, production time, and higher prices than mass-produced alternatives. Social media advertising, particularly on Facebook, is a budget-friendly way to gain visibility and can be a game-changer for new craft businesses.

Facebook advertising offers a cost-effective way to connect with potential customers on a platform they use frequently. The platform’s visual nature makes it ideal for showcasing crafts, regardless of your sales channels, even with a limited marketing budget. For a deeper understanding of Facebook ad costs, read this comprehensive blog post.

2. Create Craft Tutorials and How-To Content

Content marketing, particularly instructional content on DIY craft projects, is a potent tool for craft businesses. It introduces audiences to the maker movement and provides evergreen reference material that attracts backlinks. These tutorials from Delia Creates exemplify this:

Image via Delia Creates Another engaging content format showcases your product’s creation process. While keeping trade secrets confidential, share insights into your methods. This transparency can be both entertaining and educational, a winning combination for content. This ombre fabric dyeing tutorial from Craft Thyme is a perfect example:

Tutorial from Craft Thyme Short videos are perfect for this! Launch a YouTube channel, start creating, and grow your audience.

3. Build a Strong Presence on Instagram and Pinterest

Social media is crucial for the maker community. While Facebook and Twitter are important, Instagram and Pinterest reign supreme. Instagram is perfect for visually showcasing your work and building a loyal following. Its visual appeal and integration with Facebook make it a must-have, even without paid advertising.

Danielle Spurge-Swavely, AKA Merriweather Council, on Instagram. Look at that following! Pinterest is equally vital. With its visual emphasis, maintaining an active Pinterest presence and enabling image pinning are essential. Countless Pinterest boards dedicated to handmade crafts offer opportunities to expand your reach.

4. Utilize Email Marketing Effectively

While social media is invaluable, don’t underestimate the power of email marketing, especially for budget-conscious businesses. Email complements content marketing. Newsletters keep your business top-of-mind (without being intrusive), announce events like craft fairs, or provide business updates. The personal touch is key. We’ve encountered businesses using newsletters to share personal milestones, fostering a level of connection impossible with larger companies.

An example email from the (sadly) now-defunct bag company, Pansy Maiden

Marketing Tips for Craft Businesses with a Physical Location

Whether you own a store or attend craft fairs, these techniques can attract new customers and boost sales.

5. Optimize Your Google My Business Profile

If you have a physical storefront, even a shared space, prioritize local visibility. Ensure your Google My Business listing is up-to-date.

Image via Google Google My Business is a free service allowing businesses to manage their online presence and enhance visibility in local searches. It’s invaluable for craft businesses aiming to increase local sales. This tool enables you to:

• Manage business information across Google Search, Maps, and Google+
• Upload photos or a virtual tour of your business
• Share content and engage with followers on Google+
• Monitor and respond to reviews from various platforms
• Integrate with Google Ads Express for campaign management
• Access detailed Insights reports, including the new social analytics tool for Google+
• View integrated YouTube and Google Analytics data For a comprehensive guide on setting up and optimizing your Google My Business profile, check out this blog post.

6. Utilize Ad Scheduling Strategically

When advertising online, optimize your ad schedule to align with your store hours. This practice, known as dayparting, concentrates your budget on periods when it makes the most impact. For instance, prevent ads from running after your physical store closes. Use dayparting to limit your ads to business hours. Factor in seasonality. If your peak sales occur during the holidays, increase your advertising budget accordingly.

Image via ipyxel.com Combining dayparting and geolocation provides precise control over when and where your ads appear. Learn more about dayparting and common pitfalls in this definitive ad scheduling guide.

7. Design Eye-Catching Marketing Materials

We’ve kept countless business cards solely because of their unique designs. Don’t settle for generic materials. Invest in creative business cards and brochures to elevate your brand recognition.

This requires effort and potentially more expense, but the payoff is substantial. Let your marketing materials spark conversations about your business.

Marketing Tips for Craft Businesses with an Etsy Shop or E-Commerce Website

If you’re selling online, whether on Etsy or your own website, these tips will enhance your product visibility and maximize your marketing ROI.

8. Optimize Your Geolocation Targeting

While PPC advertising is valuable for many, it can seem daunting for small businesses with limited budgets. For craft businesses, maximizing PPC campaign impact requires precise geolocation settings.

Refining your geolocation settings effectively leverages local searches. It stretches your budget, targets local customers, and reduces wasted clicks from those outside your shipping radius. Avoid paying for clicks in undeliverable areas! Dive into this blog post to explore how geolocation settings can benefit your business.

9. Host Contests and Giveaways

Everyone loves freebies! Capitalize on this by hosting contests and giveaways to generate buzz, raise brand awareness, and attract potential customers.

Image via allthingswhite.etsy.com Online contests and giveaways effectively introduce your products. Encourage engagement by offering free handmade items in exchange for blog comments and social media shares. This increases your reach, promotes your crafts, and attracts new followers, outweighing the giveaway cost.

10. Integrate Keyword Research into Product Descriptions

When searching online, you likely use keywords. The same applies to potential customers finding your products. Incorporating keyword research into product names and descriptions makes your crafts discoverable. Utilize Google’s Keyword Planner or other free keyword tools like nexus-security’s Free Keyword Tool to identify relevant keywords. Integrate these keywords into product names and descriptions on your website or Etsy shop to enhance discoverability. This screenshot showcases data from the Keyword Planner for “crochet scarves”:

It displays estimated monthly search volume (peaking during winter) and suggests related keywords to include in product descriptions for improved visibility. Bonus: Uncover keywords to target with your content. In this screenshot, “how to crochet a scarf” has a high monthly search volume and low competition, making it perfect for a blog post or video tutorial:

Running and promoting a craft business has its challenges, but with perseverance and these tips, you’ll be well on your way to selling out your inventory. Gear up for the holiday rush!