25 Ways to Market your Handmade Business without Saying a Word

Marketing is my least favorite task as a handmade business owner. But it has to be done. As much as I wish I could create all day, the things I create won’t sell if I don’t dedicate just as much time to marketing and selling them.

But if you’re like me, and self-promotion doesn’t come naturally, you’ll love these marketing ideas that don’t require you to even speak 🙂

This article starts with 25 ideas and there are 25 more in my ebook The Successful Introvert.

 

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This section covers some guerilla marketing tactics, which is an unconventional way of promoting. It allows you to be creative with your methods, stick to a smaller budget and is often more effective than regular marketing (if done right) because it grabs the audience’s attention.

You must ensure marketing efforts are targeted, especially when you’re putting money into them. Handing out promotional material won’t be beneficial if it’s not given to your target audience. Guerilla marketing tactics take thought, effort and time so be sure they’re well-planned and worth the cost.

A warning about guerilla marketing

Some techniques can be considered a form of vandalism even if they’re not permanent (such as yarn bombing or sidewalk chalking…if you can believe it). Always check local laws when you’re dealing with public spaces or with the owners of private properties before taking any action.

 

1) Get creative with your business cards

We all know to hand business cards to people when the topic of our products or services comes up. But there are other more “oops, did I drop a card there?” kind of ways. Keep a stack of business cards in your wallet and anytime you’re someplace your ideal customer may be, casually leave a card behind. It’s for no one in particular but the right person might pick it up.

Make sure your card has a professional design that catches attention. A basic white card with your business name, address and website will probably get pushed aside or tossed out. Do something out of the ordinary to encourage people to pick it up for a closer look. Be sure the card mentions the benefits of your product (it’s not what you sell, it’s why you sell it).

>> What to Put on a Craft Business Card

When I first launched Made Urban (and it was on online marketplace for selling handmade locally), I made business cards out of small envelopes and included the phrase “GROW SOMETHING LOCAL”. Inside were mint seeds that people could plant a grow. 

They cost pennies to put together but garnered a lot more attention than a plain business card.

Here’s an old picture of the cards and how they were displayed at events:

Here are some ideas for places you can leave cards:

• Magazines – head to a bookstore and slip your card into the spine the way subscription forms often are. Choose magazines aimed at your demographic.
• Restaurants – leave one with your tip or on the counter of the bathroom.
• Coffee shops – slip one into the magazines they have for patrons, leave one on a table or by the cream and sugar.
• Public transportation – leave a card behind on the seat or on the window ledge of a bus, cab, train, etc.
• Local shops – email boutiques that share your target audience and ask if they’d be interested in keeping a stack of your business cards on their counter. You have to consider what the other business is gaining so offer to include their business card in each of your orders. Or you can advertise their business on your website and social media pages.
• Bathroom stalls – you know those frames on the back of stall doors? Wedge a card in the corner of the frame. People will stare right at it when they sit down.
• Change rooms – not in the shops you want to get your products into; the owner won’t take kindly to you trying to poach their customers. But think of a busy retailer in the mall that has hundreds of people going in and out of the changing rooms on a Saturday. Wedge a card in the corner of the mirror or behind a hook.

 

2) Create unique postcards

You can put more information and larger images on a postcard. They can be used in the same way as business cards but to get a different message across. Send them to businesses you cross-promote with and give them a purpose besides advertising your products.

When marketing Made Urban (when it was also an online marketplace) I sent thousands of postcards to craft fair organizers around the country.

They advertise Made Urban but are also useful to those who receive them.

I had two versions; one organizers can give to vendors, which has a craft fair checklist on the back, and one for shoppers, with a section to jot down their shopping list.

I reached out to craft show organizers through email and asked if they would be interested in me sending them these postcards for free.

During the holidays, I had postcards that doubled as gift tags. The dual purpose gives people a reason to hang onto them.

If you’re participating in craft fairs, keep a stack of postcards on the edge of your table. The front can advertise your products and where to find them while the back may share something that encourages people to hang onto it.

• A jewelry maker may share styling tips on the back of the postcard
• An apron maker may share their favorite cookie recipe
• An artist may share tips for hanging art at the right height or choosing the right art for each room

 

3) Send snail mail

Use addresses from past shipments to send cards to customers. It can be a “just because” card to thank them for their support or a special offer such as a:

• discount – create a coupon code or a limited-time discount you’re offering to your VIP’s.
• sample – anything you can keep low cost and tie back to your products available for purchase. For example, a tiny soap sample in a new scent you’re releasing or a print of a new photography subject you’re selling.
• small gift – if you sell higher-priced items and a handful of customers have spent a fair amount of money on your pieces, a gift may be worth the cost to remind them of your business and show your appreciation. For example, you could send a bouquet of tulips to celebrate spring or a box of chocolates during the holidays.

 

4) Pay it forward

You may be familiar with simple “paying it forward” acts if you’ve ever had your coffee paid for by the person in front of you at the drive-through. The idea is that you then pay for the person behind you and hopefully they keep the act of kindness going.

A craft business might place a lower-priced item from their product line in a high-traffic area of their city with a note attached.

For example: if you crochet stuffed animals, place one on the edge of a busy downtown walkway with a note explaining how you want your item to bring a little happiness to someone’s day. It may read:

If you’re in need of a little joy today, take me with you. When you see someone else who could use some kindness, pass me on.

Handmade with love by Jane’s Designs

Be sure the item is branded with a label/tag and your business card. Include your website so people can contact you to purchase one of their own. Add your social media pages and ask people to snap a picture of themselves with your item, post it and tag you. 

You could go one step further and include suggestions for people to start their own act of kindness train with your products. For example:

Visit my website to purchase your own Pay it Forward Plushie and make the world a happier place.

 

5) Scavenger hunt

A similar idea to paying it forward but work a little harder to “hide” the item and get your local social media followers to participate in a scavenger hunt. 

Place an item in a spot where it won’t be noticed by the general public, then drop hints to your social media followers about where it might be. 

Choose well-known landmarks in your city and place a promotional item. The breadcrumbs may just be a business card or it may be another free item. When they find it, they need to snap a picture of it in front of the landmark, post it to social media and then tag you. You then share the next clue, and so on, until they get to the prize.

 

6) Attention-grabbing shopping bags

Shoppers can become a walking advertisement for you. An eye-catching shopping bag will grab people’s attention at a craft show and encourage them to visit your booth. Try investing in shopping bags that are a bold color or stamping them with an eye-catching image or statement.

You can step even further outside the box and have your products seen within the shopping bag. Clear plastic bags may do the trick or you can get a little more creative. Build-A-Bear’s “shopping boxes” come to mind. The cute cardboard house catches people’s attention and the cutout windows let people see a peek of the bear just created. You could punch a hole in a paper shopping bag that allows a glimpse of your products

 

7) Creative boxes and unboxing experience

When sending products by mail, brand the box, bag, or wrapping. Millions of boring-looking boxes are shipped every day, it wouldn’t be hard to make a package stand out. A bright-colored box or big bold sticker could do the trick. You never know who might see that package, be curious about what’s inside, and check out the website you have printed on the outside.

Profits should always come first but if you have a luxury brand, it may be worth it to increase your prices slightly (or lower profits slightly) to create a beautiful unboxing experience. 

Wrap your products in on-brand tissue paper with a branded sticker or beautiful ribbon. Add marketing material that makes the customer feel special, for example:

• a handwritten thank-you note
• a postcard expressing what their purchase means to you
• instructions to get the most out of their purchase or how to care for it

Think of how you can make it feel so special that they want to snap a picture and post it to social media or send it to a friend. Not only will they help market your business to people they know, it will also make your business more memorable to them and may encourage them to become a repeat customer.

>> 10 (Easy) Ways to Retain Customers

 

8) Hand out promo items

Many companies have their logo printed on pins, pens or notepads and hand them out to shoppers. However, you need to ensure you’re not giving away promotional items that will never bring you a return. Consider:

• What’s being handed out. It’s got to draw people to take a closer look and want to keep the item. Add an element of surprise or purpose. The items should complement your business and tie into your products. A photographer handing out free pens likely won’t see a return on investment because pens don’t relate to photography. However, a calendar or fridge magnet of their photos could be a reminder of their beautiful work each month or every time the fridge is opened.
• Why they’re being handed out. Create a reason why people should be interested; a limited-time offer, tied to a current event, introducing new products, announcing an upcoming launch, etc.
• Where they’re handed out. At a craft fair, you can give items to anyone who visits your table. If you’re not participating in an event, you could hire someone to hand out the promo items where your target audience might be. For example, if you sell artisan jams, your target market can be found at food trucks during lunch hours or at a local food festival.
• How they’re handed out. If you’re hiring someone to give away freebies, have them stand out in the crowd. For example, a person could hand out coupons for your organic dog treats dressed up in a dog costume.

 

9) Paper coasters

These are fairly low cost to have printed and if well designed, can catch attention. Email a local coffee shop, pub, or restaurant and see if they’d be interested in using X amount of your coasters in exchange for you promoting their business on your social media pages a determined number of times.

For February, a jewelry maker could have a photo of a bracelet printed on coasters with a tagline: Give something with meaning this Valentine’s Day ~ Handmade jewelry with a portion of proceeds going to charity. Visit www._____.com for more info.

 

10) Submit to magazine guides

You need to stay ahead of the game when working with magazines. They plan issues months in advance so if you want your products to appear in a Christmas gift guide, start planning to pitch in the summer.

Editors are always looking for cool products to feature so search for magazines that reach your target audience and publish gift guides. Appearing in a gift guide typically only requires a couple of emails back and forth (no phone interviews) so this is a great option to gain some big exposure without having to talk.

 

11) Hire a brand ambassador

If you really dislike self-promotion, consider bringing on a partner or employee whose role is to get out there and talk about your products. There’s no replacement for you, the creator, and you’ll still have to sell at craft shows and conduct interviews featuring the person behind the business. But day-to-day marketing can be passed on to someone who loves to do it.

 

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12) Start a blog

A blog can be a great way to reach your target market with information that applies to your business/products. People don’t want to read articles about your products, but there should be an interest related to your products that you can write about. For example:

• Someone who buys trendy jewelry may be interested in the latest trends and how to style them. Blog articles can share these tips
• If your aprons target people who BBQ/grill/smoke meats, they’ll be interested in grilling tips and recipes. Blog articles on these topics can feature photos of people wearing your aprons and linking to where to buy.
• A consumer interested in modern farmhouse artwork is interested in decorating their home in a modern farmhouse style. 

Once you’ve written a quality blog post, get some mileage out of it. Post it to all your social media platforms and send it to your newsletter subscribers.

 

13) Work with bloggers

Make use of established blog by:

• Cross-promoting – if you have a blog, you can feature their blog/business/products on your blog and vice versa.
• Guest post – you can write articles for other people’s blogs and insert links to your blog within the article or through your bio.
• Sponsored posts – this will come with a fee but they can write an article about your product for a sponsored post on their blog.
• Paid ads – have a banner ad placed on their blog.

Send an email to a blogger who has an audience that may be interested in your content and who you can potentially sell to. Here’s how to go about it:

• Find blogs that are a fit for your business and follow them on social media.
• Get to know them, the types of articles they post, the audience they serve and their tone (serious, fun, etc.).
• Give back in the form of likes, shares, comments etc. so they become familiar with you which makes it easier to break the ice when emailing them.
• Send an email with a catchy (but not spammy) subject line.

 

14) Create an email challenge

Creating an email challenge can be an incentive for people to sign up for your newsletter. This involves teaching a certain skill or discussing a particular topic over a series of emails. A 5-day challenge involving 5 emails, lessons and exercises might be a good place to start. You can make them shorter or longer depending on your topic and content.

>> if you want an idea of how an email challenge works, you can check out my popular 5 DAYS TO A STANDOUT CRAFT SHOW DISPLAY

Get creative! Whether you’re selling a product, service or information, this idea can work for you.

• Someone selling bath and body products could show people how to mimic the top 5 spa treatments at home.
• Someone selling art could challenge readers to makeover an entire room on a budget, using a collection of prints to create a gallery wall.
• Someone selling jewelry could run a challenge teaching people how to sport this season’s trends using classic pieces they already own and adding just a few new accessories.

To get started, plan:

• A topic your target market is interested in learning about
• The length of the email challenge (how many emails spread out over how many days?)
• The main points and content
• An email signup form that lets readers know what they’ll learn and why they should sign up

There are a few options:

1. Run the challenge within a certain timeframe so everyone signs up, begins the challenge and finishes on the same day. This allows you to send the emails out manually, if you don’t have automation.
2. If you’re using a newsletter service (such as Mailchimp) you can set up automation. This allows you to create your emails in advance and schedule when you want them sent (e.g. First email sent as soon as someone subscribes. Second email sent 2 days later, etc.). You’ll continually collect email addresses for the challenge, without a start or finish date.
3. You can also run this challenge through a social media platform such as Facebook. Instead of sharing the information through an email, you do so through posts to your page. The downside is you don’t get to build your email list but that may be okay if your purpose is to grow your following.

 

15) Create a gift guide

Put together a list of handmade items that combine your products with other small businesses’ products.

Contact handmade vendors with an offer to include their products in your gift guide if they agree to share it with their audience. If you get several people sharing the guide it can reach a large number of people. Those who participate get their business name and URL in the post and a link back to their website as an additional perk (which can help boost their website’s SEO).

Curate a group of products to help shoppers cross each person off their gift list. And be sure each participant provides high-quality photos that will look great in a collage.

 

16) Create a posting schedule

Social media can be an interruption and distraction during your day. And if you work another job, you may not be able to post as regularly as you should to build a following and engagement.

Be sure to take advantage of scheduling tools for the social media platforms you use so you can consistently post to them.

Also, create a social media schedule. Social media posts tend to be less effective when they’re done last minute because you “have to post” rather than being a planned post based on the time of day/month/year and sharing content your followers are likely interested in at that time. 

 

17) Host a giveaway

Run a giveaway on social media that involves word-of-mouth marketing. Check the rules in your area and on the platform you use. A lot of people ignore the fact that Facebook doesn’t allow “like for entry” or “share for your chance to win” but you don’t want to get caught and have your account suspended.

Entering must be fun and the prize has to be worthwhile. You might think giving something away would be enough to get people excited but every business offers something to win these days. People’s time is precious and if entering is a hassle, they’re not interested in the prize or they think their odds of winning are too low, they won’t waste their time.

 

18) Make videos

You can create videos using a series of images, slides, or scenes and add a voiceover. 

If you’re not comfortable speaking for the video, you can ask a friend to read your script, hire someone on Fiverr, or use AI.

YouTube can be another social media platform you use, or you can post videos to Facebook, Instagram, etc. to mix things up and keep your followers engaged.

 

19) Create infographics

Infographics are images communicating information or data in a fun and eye-catching way and is another way to mix up your social media content. 

Just like the email challenge, think about your target market and the common interest they have (if they’re interested in your products; jewelry-related interest may be fashion trends, apron-related interest may be BBQ-ing, etc.)

Think of a few quick tips you can share in an image that is likely to be saved and shared on social media.

 

20) Inspire with quotes

Take a beautiful photo of your product, add an overlay with a quote, include your branding and post it to social media. When people share the quote, your product image and brand are promoted.

Don’t choose any ‘ol quote though. Take the time to find ones that relate to your business and audience. For example, a jewelry maker may use a funny quote to grab people’s attention.

“I have enough jewelry” ~ said no one ever

Or they could make up a word that defines their ideal customer:

Classiclous

\’klasiklus\

adjective

Taking a classic style and making it fabulous by adding a piece of Jane’s Jewelry “That necklace makes those jeans and t-shirt classiclous.”

Synonyms: stunning, exceptional, sexy, polished

 

21) Join the discussion in forums

Search for online forums where there are discussions related to your products. You need to be a little strategic when it comes to promoting your business this way or you can come off as spammy. Any links back to your website should be disguised as a helpful answer.

For example, if someone asks the best way to clean silver jewelry, you may comment that toothpaste works great but there are other household products that do the trick and link to an article on your blog where you discuss the full topic. When people follow the link to read the article, some may browse the rest of your site and hopefully become customers.

 

22) Start a referral program

Set up a referral program on your website to gain word-of-mouth exposure. Advertise a discount or gift to customers who refer new customers to you. Make clear the person referred must purchase from you, not just stop by, to receive the perk. If it’s a good enough incentive, you could get a whole tribe of people talking about your business.

You may also have an affiliate program where people who sell your products make a commission.

 

23) Make use of your email signature

Use your personal and business email to display your brand, a promotion, or a featured product. Go to your email account settings and find the “email signature” field. Update that section with an image and information you want to share. Include a link and click save. Your short message will now show up in each email you send or reply to.

 

24) Improve your invoices

Add a line of text promoting a certain aspect of your business on each digital or printed invoice. Rotate information about an upcoming sale, event, product launch, or promotion at the bottom of your invoice.

 

25) Enter awards

Google “online awards for _______(your product category)” to see if there are any competitions you can enter. Make sure you’re comfortable with the obligations you’ll have if you win. If nominees are required to travel to ceremonies and winners must give a speech, you might want to steer clear. Being an entrant alone can give you some decent exposure when people check out the candidates. And if you win that’s some serious street cred to brag about…not to mention the perks the winners receive.

 

GET 25 MORE MARKETING IDEAS

For all 50 marketing ideas, you can download the full ebook here.