🎧 Listen to this blog post as a Podcast instead: #42 - Here's how to have a calm marketing strategy for your handmade business

I'm going to teach you how to grow your handmade business all whilst keeping your social media serene AF.

📋 I'll help you find your right people, what content to make, why going viral isn't the key to success, clickbait isn't the answer and so much more to help you boss your social media strategy 

How to Create a Calm & Effective Marketing Strategy for Your Handmade Business 

If you’ve ever felt overwhelmed by marketing your handmade business, you’re not alone! It’s easy to fall into the trap of chasing trends, feeling like you need to be everywhere at once, or stressing over not going viral. But what if I told you there’s a way to market your business calmly and effectively—without the hustle, burnout, or panic?

That’s exactly what we’re diving into in this blog —so grab a cup of tea, get comfy, and let’s talk about creating a calm and stress-free marketing strategy that actually works!

1. Know Your People: Who Are You Talking To? 

Marketing without knowing your audience is like throwing spaghetti at the wall and hoping it sticks. (Spoiler alert: it doesn’t.)

Instead of trying to talk to everyone, get super clear on who your ideal customer is. Think about:

🎯 Who loves your products? (Busy mums? Eco-conscious shoppers? Outdoorsy adventurers?)

🎯 Where do they hang out online? (Instagram? Pinterest? Facebook groups?)

🎯 What do they care about? (Unique gifts? Sustainable materials? Handmade quality?)

Once you know who you’re talking to, creating content that speaks to them becomes so much easier—and way more effective.

2. Focus on Meaningful Content (Not Just Selling!) 

Ever feel like you’re shouting into the void on social media? That’s probably because you’re focusing too much on selling instead of connecting. 

Here’s the secret sauce: People buy from brands they trust. And trust is built through valuable, engaging content. 

Instead of just posting product pictures, try:

💡 Behind-the-scenes content – Show how your products are made!

💡 Storytelling – Share what inspired you to start your handmade business.

💡 Customer highlights – Feature real people who love your work.

💡 Education posts – Give helpful tips related to your niche (e.g., “How to Care for Handmade Jeweller”).

When you focus on building relationships instead of just making sales, your audience will naturally want to support you—without feeling like they’re being “sold to.”

⛔⛔⛔⛔

Psssst! I’m interrupting your blog post to bring you my best training…for FREE!

FREE 90 minute masterclass - How to make more sales in your handmade business in 7 days or less

 👇 Click the button below and save your seat! 👇

3. Forget Virality—Focus on Consistency 

It’s easy to think that “going viral” is the goal. But viral posts don’t always lead to more sales—especially if the audience isn’t your target customer!

What does work? Showing up consistently. 

✨ Post regularly (without burning out!)

✨ Engage with your followers (reply to comments & DMs)

✨ Stick to your brand voice & values

Think of marketing like growing a plant—watering it a little bit every day works better than dumping a bucket of water once a month and hoping for the best! 🌱

4. Say No to Clickbait & Yes to Authenticity 

You don’t need to post over-the-top, attention-grabbing content just to “game the algorithm.” Instead, focus on being YOU. 

People buy from people, and the more your audience feels like they know, like, and trust you, the more likely they are to become loyal customers.

So ditch the clickbait and lean into authenticity—whether that’s showing your personality, sharing your struggles, or just keeping it real.

5. Choose a “Home Hub” for Your Social Media Strategy 

Trying to be everywhere at once is a fast track to burnout. Instead, choose ONE primary platform to focus on and make it your “home base.”

📌 Love Pinterest? Go all in on creating shareable pins & blog content.

📸 Big on Instagram? Post engaging reels & stories consistently.

💬 Prefer Facebook? Build a thriving community in a group.

Once you’ve mastered one platform, you can always expand later. But trying to do Instagram, Facebook, Pinterest, TikTok, YouTube, and LinkedIn all at once? Nope, no thank you. 😵‍💫

Final Thoughts 

Marketing doesn’t have to be stressful, overwhelming, or chaotic. By focusing on the right people, creating valuable content, staying consistent, and leaning into authenticity, you’ll build a marketing strategy that feels calm, sustainable, and—most importantly—effective. 

So take a deep breath, let go of the pressure to “do it all,” and focus on what works for YOU. Your handmade business (and your sanity) will thank you for it!

What’s one change you’re going to make in your marketing after reading this? Drop a comment below—I’d love to hear your thoughts! 💬💛

Love Steph xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.

🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!

💰 I help markers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.

✨ Join the HBSA waitlist

✨ Free resources: Want to make headway in your business but don't want to pay yet? You're in the right place! 

✨ Work with us for deeper transformative results

✨I go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here

That’s all for now! Be sure to subscribe and follow us on IG for announcements of new videos, workshops, content and more.

Love Steph & Team HB xox