So, you’ve created a line of gorgeous tumblers, stunning laser-cut wood signs, or vibrant sublimation T-shirts. Now what? One of the biggest challenges craft business owners face isn’t creating amazing products; it’s getting those products in front of the right people. That’s where online marketing comes in.
Whether you’re just starting out or looking to grow your reach, here are five proven ways to market your custom craft business online.
1. Build an Engaging Social Media Presence
Social media is your digital storefront; for many small craft businesses, it’s the first place customers discover your work. The key is consistency and personality.
Start with one or two platforms, like Instagram and TikTok — both highly visual and ideal for showcasing your handmade products. Share:
- Short-form content like “Top 3 Personalized Gifts for Teachers”
- Behind-the-scenes videos of how you customize items to make them one-of-a-kind
- Packaging and unboxing videos that showcase the gifting experience
- Customer stories about why your handmade gift made their moment extra special.
By consistently offering content that solves the problem of “What’s a thoughtful gift I can give?”, you’re not just selling a product, you’re offering value. Your content doesn’t have to be perfect, just genuine and consistent. Use trending audio, jump on relevant hashtags, and show your face now and then. People buy from people they trust, especially when they know you understand their needs.
Pro tips:
- Use relevant hashtags like #customtumblers, #handmadebusiness, and #makersgonnamake
- Engage with other creators and customers — commenting and sharing builds relationships
- Post consistently, even if it’s just a few times a week.
MakerFlo customers often share reels showing their tumblers on the turner or close-up shots of their UV-printed designs; it’s not just about selling but storytelling.
2. Set Up a Simple (But Powerful) Website
Social media is great, but you need a home base, a place where customers can shop, learn about you, and place orders. Your website acts as the digital equivalent of your storefront and plays a critical role in building credibility, trust, and a cohesive brand.
Platforms like Shopify, Wix, or Squarespace make it easy to build a professional website with:
- A gallery of your products that shows them in use or styled with great photography
- Clear pricing, customization options, and size or color choices
- A simple, mobile-friendly checkout process to make purchasing seamless
- A contact form, live chat, or email option for customer questions
- An FAQ section to answer common inquiries and reduce friction during the buying process.
Even if you start by listing just a few items, having your own site shows you’re serious and professional. It also lets you avoid third-party marketplace fees and algorithm changes that could impact visibility on platforms like Etsy.
A branded website also gives you full creative control, from fonts and colors to your tone of voice and customer experience. You can collect emails, track customer behavior through analytics, and offer discounts or loyalty rewards — all on your terms.
Bonus: Add a blog or tips section where you discuss your process, care instructions, or creative ideas for custom gifts. Blogging is a powerful way to increase search engine visibility (SEO), showcase your expertise, and build a stronger connection with potential customers. A few helpful articles, like “How to Care for Your Epoxy Tumbler” or “Creative Gift Ideas for Teachers,” can go a long way in turning browsers into buyers.
3. Grow an Email List (Yes, Really!)
Email marketing is still one of the most effective ways to build loyalty and drive repeat sales. Why? You’re not relying on social media algorithms; your message goes straight to your audience.
Start small by offering a discount or free shipping code in exchange for an email sign-up. Then, send emails that include:
- New product launches
- Behind-the-scenes stories
- Customer reviews and photos
- Exclusive discounts.
Even a small, engaged list can generate strong results. Tools like Mailchimp, Flodesk, or ConvertKit are user-friendly and perfect for beginners.
4. Partner with Micro-Influencers or Craft Bloggers
Don’t underestimate the power of niche influencers. A shoutout from a popular DIY blogger, tumbler artist, or mom influencer can bring in targeted traffic and new fans.
Look for creators whose audience aligns with your niche, like moms who love personalized drinkware or teachers who enjoy custom classroom supplies. Offer to send them a free tumbler or product in exchange for a feature or honest review.
Reach out with a personalized message explaining what you admire about their content and how your product could be a great fit. Authenticity matters more than follower count.
Even better? Find someone who does unboxings, tutorials, or product reviews. Their audience is already looking for recommendations!
5. Use Etsy (or Not) Strategically
Etsy is one of the biggest online platforms for handmade products. While it’s competitive, it can be a great launch pad for new businesses. Focus on:
- Well-lit product photos (natural light is best!)
- Detailed listings with searchable keywords
- Fast shipping and excellent customer service.
That said, don’t put all your eggs in the Etsy basket. Use it to attract new customers, then encourage them to follow you on social or shop on your own site for exclusive designs or discounts.
Consider Etsy as a marketing tool, not just a sales platform. Use Etsy ads to test product ideas, then refine your listings based on performance.
Bonus Tips for Online Craft Marketing
- Add customer photos and testimonials to your site and social media (with permission)
- Use Pinterest! It’s a powerful visual search engine for crafters, gift ideas, and DIY lovers
- Offer seasonal or limited-edition products to create urgency and buzz
- Include QR codes in packaging that link back to your store or Instagram.
Craft Your Market
Marketing your custom craft business online doesn’t have to be overwhelming. Start small, stay consistent, and remember that your unique story, process, and passion set your brand apart. The more you share that story online, the more your perfect customers will find you.
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