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Three Marketing Mistakes by Handmade Businesses


It is no secret that running a handmade business can be overwhelming. As a small business coach who has helped many women-owned handmade businesses develop marketing strategies, I know firsthand that mistakes are inevitable. But it is important to recognize the top three mistakes and learn from them to avoid making them again. These mistakes, if not corrected promptly, can hinder the success of a handmade business.

The first mistake to avoid is failing to set marketing goals.


It is important for a handmade business to have clear and realistic goals in place before creating any type of marketing strategy. Without a plan, it can be difficult to determine how to best use marketing resources. Having an established goal will also help to keep the focus on achieving desired outcomes. As a small business coach, I help my clients create SMART (Specific, Measurable, Attainable, Relevant, and Time-bound) goals for their handmade businesses.


When I launched my handcrafted women’s fashion accessory brand Accented Glory, I quickly learned that if I was going to be successful, I needed a marketing strategy. Over the years, I’ve learned a thing or two about planning, implementing and evaluating a marketing strategy. In my e-book How to Design a Marketing Strategy In 4 Simple Steps I show handmade businesses how to design a marketing strategy that gets results.

The second mistake to avoid when creating a marketing plan for a handmade business is neglecting to research the target market.


Black woman typing on a computer

Many handmade business owners may think they know their audience, but it is important to

research and understand precisely who is buying their products. Understanding the wants and needs of the target market will help to create effective marketing strategies tailored to their desires. As a small business coach, I work with my clients to ensure they are up to date with the latest trends in the marketplace and that their marketing strategies reflect the interests of their target audience.



Another thing that I’ve learned over the years is that as your business grows and changes so does your audience. I recommend re-evaluating who your target audience is annually. This way you can adjust your marketing content so it better resonates with your audience.


The third and final mistake to avoid is not having a website.

A website serves as the foundation for any digital marketing strategy. When potential customers search for handmade items, they will most likely come across websites first. Having a well-designed website not only helps to build credibility but also allows potential customers to discover and purchase handmade products 24/7. As a small business coach, I show my clients how to showcase their unique handmade items and provide an easy-to-use purchasing process on their websites.


Your website is your digital brick and mortar. A website allows your target audience to engage with you and your business on a personal level. Your website should clearly state who you are, who you serve, and how you serve them.

In conclusion, the top three mistakes to avoid when creating a marketing strategy for a handmade business are failing to set marketing goals, neglecting to research the target market, and not having a website. As a small business coach, I help my clients create clear and realistic goals, research their target market, and design an effective website for their handmade business. If you’re looking for help to avoid these common mistakes and create a successful marketing strategy for your handmade business, contact me today to schedule a 1-on-1 consult via Calendly.


Creating content that connects!


Tonya - Strategypreneur™ Coach


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