Can I Grow a Business without Social Media? Strategies for Quilting Business Owners
- Tori McElwain
- Oct 13
- 6 min read
Updated: Oct 21
Tori McElwain
When I attended my first h+h Americas trade show in 2024, I met a quilt pattern designer who would completely reshape how I think about online marketing.
She had a beautiful line of patterns and small quilted projects, a growing reputation in the quilting world, and a colorful, outgoing personality - but she hated (her word) showing up on social media.
She had a small presence on Instagram and Facebook, but the constant need to post, perform, and keep up with algorithms drained her energy and her time. When we met, she’d signed up for one of my free one-on-one sessions at the show, and she told me something I’ll never forget:
“Pattern Distributors keep asking for my social media numbers. I’m worried I won’t be taken seriously because I just don’t enjoy it.”
She wasn’t trying to rebel against the system - she simply wanted to build a quilting business that didn’t depend on content creation or social pressure.
We talked about what was working in her business (her strong relationships and customer base) and where she wanted to go next. We spoke about our goals for the show and what it would look like if I wanted to help her with social media. We parted as new industry friends, and the next year, she asked me to build her a website - something that could work for her when she wasn’t online, no social media needed.
Today, that same website continues to bring her sales, collaborations, and visibility - without her needing to post at all. She’s grown tremendously, but quietly, in the quilting industry by focusing on Website SEO and relationships with other professionals - exactly the way she wanted. Here's what she emailed me very recently:
"I still don't like social media, however I just hit 2,000 sales in my Etsy shop and my website with your help is growing. I was just picked up by another distributor!!" - Joyce Minnis
You can see her website here: https://www.jminnisdesigns.com/
We still meet for lunch from time to time, and every conversation reminds me of what she taught me: you can absolutely be successful in the quilting industry without being glued to social media.
This post is inspired by her journey, the lessons I’ve learned from helping her and others like her, and the strategies we’ve both used successfully. If you’ve ever dreamed of stepping back from social media (or leaving it entirely) while still growing your quilting business - this is for you.
Why Quilting Businesses Are Walking Away from Social Media
Let’s be honest: social media used to be a wonderful way to connect. But in 2025, it’s become noisy, unpredictable, exhausting, and sometimes scary.
Algorithms change overnight. Content disappears within hours. “Engagement” metrics rarely translate to actual sales. Your posts are bookended with political debate and atrocities happening around the world. You're burning out and lost in the comparison maze of self-criticism, and you're left wondering, "Is this worth it?"
According to a recent marketing analysis by Robus Marketing, the return on time spent on social media continues to decline, while SEO and content-based strategies deliver long-term, compounding benefits. And it’s not just marketing experts saying it - creators across industries are seeing the same trend.
The truth is: social media is rented land. Rented land that everyone seems to be fighting over. You don’t own it. You can't control it or "hack it." But your website, your email list, even your search visibility - that’s yours.
Where to Focus Instead
If you’re ready to step away from social media (or at least use it sparingly), these are the areas that actually build lasting visibility and income. You'll notice it's a few of the things you may already be doing...you just need to do them more.
1. Focus on SEO and GEO (Generative Engine Optimization)
SEO (Search Engine Optimization) ensures your website and content (like your blog) appear when someone searches for what you do - like “quilt classes near me” or “modern quilt patterns for beginners.”
GEO (Generative Engine Optimization) takes it a step further - making your content easy for AI search tools (like ChatGPT or Google's Gemini) to recommend.
When you write clear, keyword-rich content that answers real questions, your quilting business becomes discoverable across both traditional search engines and AI-powered ones.
Why it matters: SEO and GEO work quietly in the background. Once optimized, your content keeps working for you long after you hit “publish.”
2. Use Platforms That Act Like Search Engines (Not Social Feeds)
Platforms like Pinterest and YouTube are designed for discovery - not endless scrolling.
Pinterest: Every pin acts as a mini search result that can surface for months or even years. There audience is more primed to be inspired and to purchase.
YouTube: Videos live forever and often show up in Google and chatbot search results.
By focusing on long-form content (blogs, tutorials, videos), you create assets that continue to attract quilters long after posting. Unlike social posts that disappear in 48 hours, searchable content builds visibility over time.
3. Grow Your Email List - Your First Priority
If SEO is how people find you, your email list is how they stay with you.
According to Forbes, email marketing continues to outperform social media in both engagement and ROI, averaging a $36 return for every $1 spent.
You own your list. No algorithm decides who sees your message.
Start with a simple opt-in: a free pattern, tutorial, or checklist (like my SEO & GEO Checklist for Quilting Business Owners below). Then, send consistent, valuable newsletters that build trust and community.
4. Join & Build Collaborations
You don’t need a viral reel to grow - you need relationships.
Start by connecting with other professionals in the quilting world:
Join communities like the Longarm League, Craft Industry Alliance, or the Academy for Virtual Teaching (links below).
Collaborate on workshops, summits, guest blog posts, or email newsletter features.
Be a guest on podcasts, YouTube channels, or even Instagram Lives (without running your own account full-time).
Attend trade shows like Quilt Market or h+h Americas to meet industry leaders face-to-face.
Each collaboration exposes your business to new, relevant audiences - without the daily grind of social posting.
4.5 When Collaborations Require Social Media
Sometimes, brands or partners will ask for social posts as part of a collaboration. Here’s how to handle that smartly:
Negotiate alternatives like a podcast guest spot, newsletter mention, or YouTube feature.
If you must post, make it count - one polished post that directs followers to your website or email list.
Repurpose that same post everywhere (Pinterest, blog, YouTube short) for maximum mileage.
You can keep a minimal, “static” Instagram presence while your main energy goes toward content that compounds over time.
5. Keep Local Connections Strong
Even in a digital world, local relationships matter.
Partner with local quilt shops for trunk shows or demos.
Teach workshops through quilt guilds, libraries, or craft fairs.
Network through small business associations or creative collectives in your area.
These in-person collaborations often lead to long-term partnerships and local referrals — something social media can’t replicate.
6. Use Ads Strategically
If Meta or Pinterest ads are still performing well for you, keep them - even if your social media page looks quiet.
The key is to drive traffic to your email list or website, not to your profile.
But keep an eye on performance: as algorithms and privacy rules shift, ads are becoming less reliable. Diversify your lead generation early so you’re not caught off guard.
Your Next Steps: A Social-Free Success Plan
Here’s how to start your transition away from social media:
Audit your foundation. Make sure your website and email list are ready.
Create evergreen content. Blog posts, tutorials, and videos that live on Pinterest and YouTube.
Collaborate with intention. Guest spots, trade shows, newsletters.
Join communities. Get visible where professionals gather with the intent of participating in events and the community. Sharing who you are and what you do will naturally lead to collabs.
Reduce your social use slowly. Batch and repurpose instead of posting constantly. Or create a static profile that can sit and inform visitors who you are, what you offer, and how to get it.
Remember: you’re not quitting visibility - you’re choosing smarter visibility.
Ready to start and make sure your site is ready for both search engines and AI?
Download my Website & Landing Page Checklist (SEO + GEO Friendly Edition) to learn how to structure your site for visibility, avoid common pitfalls, and build trust every time someone finds you - whether through Google, ChatGPT, or Gemini.
Sources & Further Reading
Author’s Note: Written by Tori McElwain, author of Workshops Unleashed and founder of Hey Tori LLC, where she helps quilters and creative entrepreneurs design workshops, grow their audiences, and simplify digital marketing through programs like Digital Marketing Magic Coaching and The Self-Publishing Incubator.
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