Stuff we write about

The Handmade Marketplace – digital marketing for craft shops and supplies

Hobby and craft stores are becoming increasingly popular, particularly in this tight financial climate where customers are choosing to make their own cards and gifts to save money and make the most of the personal touch. But how do independent hobby and craft stores make sure that they can stand out in the marketplace and build up a loyal customer base? Read on to find out how digital marketing can make all the difference:

Creative websites

Websites need to be far more than simply a way to showcase products and invite customers to buy online. Make your website interactive, fresh and current, with advice on different types of crafts and clearly signposted sections for seasonal promotions such as Christmas and wedding crafts. Keep your customers engaged by announcing web features due the following week to coincide with current trends – for example at the beginning of the summer holidays, a feature on top kids crafts and cake decorating will go down very well.


Actively encourage your customers to sign up for a regular newsletter – you can do this online and in-store. Give your customers incentives such as special offers or a library of craft inspirations only available via the newsletter. Once you have their details, you can keep in touch with your customers far more easily and keep them engaged with new product ranges and deals.

Blogs and forums

Create a community of customers by encouraging them to share craft ideas and inspirations on web blogs and forums. The hobbycraft industry is full of passionate craft enthusiasts, so use your store and website as a platform where your customers can share their favourite cake decorating techniques, kids craft ideas or homemade wedding gifts. If you start to see familiar names and groups emerging from these forums, why not invite them in store for regular face to face meetings and offer discounts at the same time? By using digital marketing to enhance community engagement you will make sure that your business stands out from the crowd.

Recommend a friend

Increase your loyal customer base by offering further incentives for customers if they recommend a friend. You could offer discounts on celebration crafts, for example Christmas, wedding or birthday products.


Digital marketing has opened up so many innovative ways to keep customers involved with your business and your products. By using your website, social media, newsletters and blogs to stay in touch, you will build up a committed group of customers who will stay loyal to your business and continue to spread the word.


Is there anything we have missed?  Let us know in the comments below!

Share Your Thoughts!

You must be logged in to post a comment.


    Sorry, no Tweets were found.


“Lucy is brilliant at putting together all the components needed to make the various social media platforms work for businesses. She has helped me, clients and associates make WordPress blogs, LinkedIn profiles and Facebook work highly effectively as business promotion tools. She is fast, efficient, technically competent and able to assemble promotional messages that work. If you need practical help sorting out your business social media presence then hire Lucy now.” — Carl French, Replico

“I wanted to use Linkedin to build my business profile and make new connections. I didn't know where to start and Lucy was recommended to me by a colleague. She has been extremely professional and what she doesn't know about Linkedin is not worth writing about. She has helped me fully understand how to use Linkedin in my business, without making it complicated. Highly recommended.” — Barry Marcus, Property Asset Finance

“Lucy came to our office to conduct a thorough, advanced LinkedIn workshop. All of us learned important things that we could use immediately, and we loved Lucy's 'can-do' attitude! She helped us fix some issues that had been bugging us for months. This lady knows her stuff and provides excellent, great value training. Highly recommended.” — Mindy Gibbins-Klein, The Book Midwife

“Lucy is a one of a kind. A brilliant trainer. Fully prepared and exceptionally knowledgable in her field. My highest recommendation!” — Clifford White, 21st Century Media

"We brought Lucy in to consult on Social Media marketing campaign planning for our biggest customer. Just one month after Lucy's Social Media Consultation we have already seen a 200% ROI from people who have come back to the website and purchased more products. I have no hesitation in recommending Lucy for all Social Media training and inbound marketing campaign management consulting." — Brad Bishop, Areatrade

Lucy came to our offices to help us understand and to get more out of LinkedIn. Lucy was very relaxed and informative and was very patient with my constant questions. We now have a much better understanding and are getting more from LinkedIn. As an added benefit Lucy is always online to help with the bits you forgot :). I definitely recommend Lucy's services." — Mark Reed, ATG Spectrum

"She came, she saw and she explained it in a way I understood!. Lucy understands this networked world and practically gets you to the point of being effective quickly. I have no problems recommending her services highly." — Don Phillips, Kavanagh

Copyright ©2012 Promote to Perform. All Rights Reserved.

Warning: Invalid argument supplied for foreach() in /home1/lcooney/public_html/wp-content/plugins/kebo-twitter-feed/inc/get_tweets.php on line 254