Building Your Craft Business Beyond Social Media

When I host free strategy sessions with solo-creative business owners (you can sign up for one, too!), I like to start with a few introductory questions, and one is:

“What are you doing currently for your online marketing?”

Almost every time, the answer begins with social media.

They tell me about Instagram Reels, algorithm frustrations, and how hard it is to keep up with trends. Don’t get me wrong - I love helping makers with social media. It’s fun, creative, and can be rewarding.

But if your entire business relies on social media, you’re building your house on rented land. We’ve got to be looking beyond social media.

The Importance of a Strong Online Presence

As I’ve been preparing for next year and the upcoming h+h americas conference in May 2026, I’ve been diving deep into what’s really going on for solo craft industry business owners - quilters, knitters, crocheters, and sewists alike. I want to know how best to support them and create my own offers.

What I’ve found is consistent with what all my clients are experiencing. They have been facing challenges since I started helping makers with their online marketing. While social media plays a role in their visibility, it’s not where sustainable growth happens.

Algorithms and AI haven’t changed the fact that the businesses that thrive are the ones investing in foundations: their websites, SEO, GEO, email lists, and well-researched digital offers.

The Biggest Challenges Craft Business Owners Are Facing

So what does this look like? I have broken down the top four challenges that keep popping up:

1. Reaching Customers Online

According to recent surveys, 44% of craft business owners say reaching customers online is their biggest challenge. Social media algorithms are constantly changing. Posts that once reached hundreds of people now barely reach a fraction of their followers and very few non-followers. It’s no wonder so many creatives feel invisible online.

2. Marketing Overwhelm

Many makers wear all the hats - designer, maker, shipper, accountant - and marketing often ends up as an afterthought. Most small businesses spend less than an hour a day on marketing. This leaves them with little strategy or consistency.

3. Pricing and Profitability

About a third of craft entrepreneurs still struggle to find a price that both attracts buyers and leaves room for profit. It’s not just about pricing - it’s about positioning their work so customers understand its value and allows them to thrive.

4. Over-Reliance on Social Media and Marketplaces

When your entire customer base lives on Instagram or Etsy, you’re at the mercy of someone else’s platform. Policy changes, algorithm shifts, or account issues can wipe out your reach overnight. These aren’t problems of effort - they’re problems of strategy. Strong education, structure, and community can solve these challenges.

Does this resonate? Leave a comment and let me know.

What Online Craft Business Owners Need Most: Digital Foundations

Ideally, these actions can be hired out. However, most solo business owners start by themselves. This is where classes come into play. Here are the class topics that stood out from my research - sessions that would make the biggest difference for makers trying to grow their businesses online. I’d love to hear your opinion!

Online Marketing for Makers (Beyond Social Media)

1. Get Found on Google and AI: SEO + GEO for Craft Businesses

Learn to optimize your website for both Google and AI-driven search tools. GEO (Generative Engine Optimization) is the emerging practice of helping your content show up in AI-generated answers. When someone asks ChatGPT or Google’s Search Generative Experience about quilting patterns or crochet kits, your name can appear in the results. See an overview in this BLOG POST.

2. Crafting a High-Converting Website and Landing Pages

This class breaks down what makes a website work - from clear messaging to easy navigation and strong calls-to-action. It’s about transforming your site from a digital business card into your best salesperson. I teach and coach on this in the Digital Marketing Magic Coaching Program (DMMC) [see more here.].

3. Email Marketing & Funnels for Makers

Social platforms can disappear. Your email list won’t. Learn to grow, nurture, and automate your list so you can sell while you craft. With an average ROI of $36 for every $1 spent, email remains one of the most powerful marketing tools for craft businesses. Need help now? [Sign up for Back to Basics]

Course Creation and Launching for Creatives

1. Designing Irresistible Offers for Crafters

Turn your creative skills into an offer people can’t wait to buy. This session teaches you how to design, price, and position offers (like classes or digital patterns) that connect with your audience and align with your brand. I've got a book for that! [Get Your Copy]

2. Building Your First Online Craft Course

Perfect for craft instructors ready to take their teaching online. From planning your lessons to filming and platform setup, this class removes the tech overwhelm and helps you get your course out into the world. I've got a book for that! [Get Your Copy]

3. Launching and Marketing Your Craft Product or Course

Instead of quietly posting your new class or pattern and hoping for sales, this session helps you plan a launch that builds excitement, anticipation, and consistent sales - all without relying on algorithms. I've got a book for that! [Get Your Copy]

Is this consistent with what you’re experiencing? Leave a comment and let me know.

Why This Matters

It’s not just a feeling - the craft industry is evolving at a remarkable pace. Several factors are driving this change:

• Digital Adoption & Consumer Behavior: More craft buyers are shopping online and attending virtual workshops than ever before. What used to be niche—buying patterns or attending live classes online - is now mainstream. (Craft Industry Alliance, 2024)

  
  

• Technology Integration: Makers are increasingly blending digital and physical tools—think Cricut, laser cutting, and digital embroidery—to modernize traditional crafts. (European Crafts Alliance, 2024)

  
  

• Shifting Consumer Values: Shoppers now look for sustainability, transparency, and personalization. Craft brands that tell a story or align with eco-conscious practices are leading the way. (Accio Business, 2024)

  
  

• AI & Automation: Artificial intelligence is entering the creative space—helping with design ideation, color palette generation, and even pattern drafting. Makers who embrace these tools can work smarter, not harder. (Digital Defynd, 2024)

  
  

• The Maker-to-Entrepreneur Evolution: Many artists are realizing that passion alone isn’t enough to sustain a business. Studies show that most makers identify as “creatives first, entrepreneurs second,” which highlights the need for better marketing education and structure. (arXiv, 2025)

  
  

All of these trends add up to one clear truth: Creativity alone isn’t enough anymore - you also need visibility.

These topics give business owners tools to:

• Build independence from social media algorithms

• Control their customer relationships through websites and email

• Confidently create and sell their offers online

  
  

This is how we help the craft community thrive in the digital age - by teaching practical, modern online marketing skills built around authenticity and creativity.

I’d Love Your Input

Does this research reflect your experience as a craft business owner? What’s been your biggest challenge in marketing, visibility, or selling your offers online?

Leave a comment below to share your perspective - I’d love to hear what’s working (and what’s not) for you.

Resources & References

• Bid-on-Equipment (2024). Craft Business Challenges & Outlook – Survey

• Digital Journal (2024). Small Business Marketing Challenges Report

• Craft Industry Alliance (2020). Independent Makers and Social Media Algorithms

• Craft Industry Alliance (2024). Reflections on 2024 and Predictions for 2025

• Foundation Inc. (2025). What’s Generative Engine Optimization (GEO)

• Newity (2025). Email Marketing ROI for Small Business

• Craft Industry Alliance (2017). Going Online with Teaching – L. Kinard

• European Crafts Alliance (2024). Integration of Digital Design and Fabrication Technologies in the European Craft Sector

• Accio Business (2024). Craft Industry Trends

• Digital Defynd (2024). AI in Traditional Crafting Industries

• arXiv (2025). Maker Entrepreneurship and Technology Study

  
  

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