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The arts and crafts scene is booming, with the industry growing at an impressive rate of 5.17% each year.
This surge in demand for handmade goods and crafting supplies means a massive community of dedicated creative individuals is ready to be reached. But how do you connect with them? And what’s the most effective way to find your niche and grow your brand in this market?
Learn the top six techniques for marketing your craft business — from building an engaging online presence to using a point of sale (POS) system — so you can become a successful handmade business owner.
Step 1: Define Your Brand Identity
Your craft business needs a unique identity to attract buyers and distinguish it from typical mass-produced goods.
Start by defining your brand’s visual identity, including its overall look and feel and the messages or themes you want to convey. Are you focused on folksy, natural vibes or leaning toward more modern designs? Whatever you choose, use this messaging consistently across your logo, website, packaging, and business cards.
When marketing a craft business, your brand identity should go beyond visuals. Think about your core values — sustainability, personalization, or high craftsmanship, for example — and weave them into your brand story.
Share this story on your website’s “About” page, social media bios, and real-life signage when promoting your store at craft fairs or industry events. This story doesn’t simply provide basic background information; it helps potential customers connect with you and your work.
Step 2: Grow Your Online Presence
You will need an online presence to reach more customers, especially those who don’t live nearby. 81% of consumers conduct online research before making a purchase. Use the following tips to get started developing your online footprint:
- Set up a professional website or Etsy shop: If you haven’t done so already, create a professional e-commerce platform or an Etsy shop for your business so customers can view your products and place orders.
Design your online store to prioritize easy navigation and clear product descriptions. Upload high-quality photos that showcase every detail of your work — potential customers should be able to assess the quality of your items just by looking at the images.
- Use social media platforms: Instagram, Pinterest, and Facebook are popular social media platforms where you can market your business and grow a customer base. Set up a business page on each platform and use these spaces to post regular updates, product launches, and sneak peeks into your creative process. Respond to comments and messages from your followers to engage with them and help build a community around your brand.
- Implement an SEO strategy: Add relevant search engine optimization (SEO) keywords to the content on your site, Etsy store, and social media posts so people can find you when searching for specific items. Use tools like Google Keyword Planner, Semrush, or Ahrefs to find trending keywords specific to your crafting niche.
Having a well-rounded online presence has a big impact on your business’ success. It gives you access to extra marketing channels and opens new ways to connect directly with new customers.
Step 3: Create Compelling Content
Creating valuable content is an excellent marketing strategy to attract potential customers and show off your expertise. Start a blog on your website where you share tips, stories, and tutorials. For example, if your store specializes in handmade candles, a blog post on “Choosing the Right Candle Scents for Your Home” can draw in people interested in quality, hand-poured candles.
Consider making video content on Instagram or YouTube, such as tutorials or behind-the-scenes showcases of your creations. These videos engage viewers and build credibility for your brand by showing what makes your items unique and well-made.
Sharing customer testimonials or photos of people enjoying your products helps you connect with new audiences and market your craft business.
User-generated content (UGC) is effective for building trust — 92% of consumers prefer watching content created by real customers instead of branded content. Showcasing customer feedback promotes authenticity and reinforces trust, encouraging viewers to choose your brand and become loyal customers.
Step 4: Build an Email List and Engage Your Subscribers
Starting an email list is one of the best ways to communicate directly with people interested in your brand. Even a simple signup form on your website or Etsy store can have a positive impact by inviting visitors to subscribe for updates, exclusive sales, and product launches.
Emails also provide an excellent channel for offering deals and incentives. For example, consider giving a 10% discount on a new customer’s first purchase to encourage signups.
Once you have a list, make it a habit to send emails regularly, not just occasionally. You can use your store’s point of sale (POS) system to set up automated email blasts and announcements. The system can even track each customer’s purchase history and contact information, making building loyalty programs like rewards points and birthday coupons easy!
Use your store’s POS to send a monthly newsletter featuring updates on new product lines, behind-the-scenes glimpses, or special offers. Don’t forget to announce new product drops and give email subscribers early access to your latest offerings. Consistent communication grows your business and turns your customer base into a loyal community of brand supporters.
Step 5: Attend Craft Fairs and Local Markets
While a digital footprint is integral to expanding your customer base, local markets and craft fairs let you meet customers in person and tap into your local community.
Research upcoming events in your area and find ones that appeal to shoppers interested in handmade or locally crafted goods. If you’re going to attend a specific event, prepare by creating an inviting display that reflects your brand.
For example, if your target audience appreciates eco-friendly handmade items, consider a rustic setup with natural wood displays and earthy tones. For a more modern or minimalist crowd, opt for a clean look with neutral colors, well-defined lines, and an organized layout.
While your products should be the focal point of your display, don’t overlook other ways to engage customers. Have business cards on hand, encourage visitors to sign up for your email list, and consider offering discount codes, free samples, or other incentives.
Making sales is important, but networking and collecting feedback are even more so — these connections can lead to future sales, collaborations, or referrals.
Step 6: Collaborate With Other Businesses and Influencers
Working with other businesses or influencers is a great way to expand your reach and gives you an affordable alternative to paid advertising when marketing your craft business. Research your potential partners and select brands, companies, and influencers who share your values and attract a similar audience.
For example, if your craft shop makes handmade jewelry, consider partnering with a boutique clothing store to co-host a pop-up event or cross-promote on social media. The right partnerships allow each business to tap into each other’s customer bases, bringing them together organically and reaching out to audiences likely to appreciate your creations.
These principles also apply when picking influencers to help reach new customers. Find individuals who genuinely connect with your target market and propose meaningful collaborations. For example, you might send them a unique piece to review and showcase or work together to create a limited-edition product that combines your branding and theirs.
Reach Your Audience and Grow Your Store With Rain POS
Effectively marketing your craft business is about creating lasting connections — whether through a memorable online presence, engaging storytelling, or partnerships that expand your reach.
When your brand reaches the right audience, you’re making sales and building a loyal following that values handmade quality and craftsmanship.
As you grow your craft store online, a reliable software solution like Rain POS can help you manage inventory, track sales in real time, and sync your customers’ online and in-store experiences.
Spend less time on administrative tasks and more time on what you love — crafting and connecting with your customers. Book a demo to see how Rain POS can support the growth of your craft business.
