Marketing

Today, there are more ways than ever to get your work in front of buyers. What's great - You don't have to do all of them. Pick one or two channels that feel natural, show up consistently, and let those do the heavy lifting. Dabbling everywhere leads to burnout; owning a channel leads to customers.

Social Media

These are the four main social media marketing options. Each one works a little differently, so find one that you enjoy creating on and stick with that.

Instagram: Prioritizes Reels

Great for product-based makers. Examples: jewelry, ceramics, textiles, art, food.
Reels (short video) get the most reach. Static posts build your grid aesthetic and reinforce your brand
Stories are where your followers live - polls, questions, and previews work well here
Hashtags still help, but not as much as they used to. Consistency matters more than cleverness
The thing most makers miss: captions. A photo of a mug is pretty. A caption about why you chose that glaze, what it felt like to pull from the kiln, who you made it for - that's what builds a following that buys

Tip: Instagram rewards volume right now. If posting three times a week sounds exhausting, this might not be your platform. You can batch your content one afternoon a month and schedule it out.

Pinterest: A Visual Search Engine

Behaves more like Google than social media. Pins live for years, not hours
Massive DIY, home, craft, and gift-buying audience actively searching with intent to purchase
Link pins directly to your shop or website. Pinterest is one of the few platforms where traffic actually converts
Vertical images (2:3 ratio) perform best; write your titles like search terms "handmade linen napkins natural dye" beats "table magic"
You don't need to post daily. 20 good pins a month can beat 3 posts a day on another platform.

Tip: Pinterest is criminally underused by makers. It takes 3–6 months to build momentum, but once it clicks, it sends traffic while you sleep. If you sell home goods, gifts, or anything seasonal — start here.

Facebook: Community

Facebook Groups are where your buyers are already talking. Find the groups where your customers hang out and become a helpful member, not just a promoter
Business Pages have low organic reach. Don't expect posts to go anywhere without ads
Facebook ads are the most powerful tool here. $5 a day can put your product in front of exactly the right buyer if you target well
Best for promoting local markets, pop-ups, and events because your neighbors are on Facebook

Tip: Organic Facebook is mostly dead for businesses. But the ads platform and local community potential are genuinely useful. Don't build here unless you're willing to spend a little or go deep on local groups.

TikTok: Video Reach

"Making of" process videos perform exceptionally well — people find watching things being made deeply satisfying, and TikTok knows it
The algorithm shows your videos to strangers first so a brand new account can go viral, follower count matters far less here than anywhere else
Requires consistent short video; this is the highest effort platform, but also the fastest path from zero to thousands of views
You don't have to talk. Silent process videos with good audio — ASMR-style or a trending sound — perform just as well as commentary

Tip: TikTok is a great social media option for makers right now. But if you hate video and don't enjoy the process of making it, this will feel like a second job.

Email Marketing

Your email list is the one audience you truly own, no algorithm can take it away.

You don't need to email often. A monthly or even quarterly newsletter is enough to stay top of mind
Share new work, upcoming markets, behind-the-scenes moments, or a personal note. Keep it human
Offer something in exchange for signing up: a discount, early access to new collections, a care guide, or a free resource
Free and low-cost tools make it easy to start: Mailchimp, Kit (formerly ConvertKit), and Flodesk are all popular with makers

Tip: Don't wait until your list is "big enough". Start now. A small list of people who genuinely love your work will outperform a big list of strangers every time.

Markets & Events

Markets put you in front of buyers who were never looking for you. That's a marketing opportunity most makers underuse.

Have a sign-up sheet or tablet at your table to collect emails. Every market is an opportunity to your list
Include a card or small insert with every purchase. Your website, Instagram handle, and where to find you next
Bring signage that tells your story. Where you're based, how things are made, what makes your work different
A consistent, recognizable look across your banner, packaging, and display builds brand recognition over time

Tip: Not everyone buys on the spot, but a great first impression can turn a browser into a future customer. Give them something to take away: a card with your website and social handle, so they can find you when they're ready.

Your Website

You don't need a website right away, but when you're ready, it gives all the traffic from your marketing channels a place to go.

Many buyers will look you up before making a purchase. A website tells them you're the real deal.
Your website is the one place you control completely. Use it to capture emails, share your story, and drive people back to your shop
Blog posts, how-to content, and behind-the-scenes pages help Google find you and bring in traffic you didn't have to chase

Tip: Every piece of content you post on social media has somewhere to send people. A website with a clear shop link and an email sign-up turns casual followers into real customers.

Word of Mouth & Referrals

The oldest form of marketing is still one of the most effective. Especially for makers, where trust and personal connection drive purchases.

A happy customer who tells a friend is worth more than any ad you could run
Make it easy for buyers to share: include your Instagram handle or website on every package, tag, and receipt
Ask for it. A simple "I'd love it if you shared a photo when it arrives" goes a long way
Respond to every review, comment, and DM. People notice and feel connected when makers show up

Tip: The makers who grow the fastest aren't always the best at marketing. They're the best at making customers feel something. That feeling gets shared.