Digital marketing for artisans and small retailers

The complete guide

Written by Manuel Lamas | Updated: June 27, 2025

A world full of noise ...

 

Yes, I know, digital marketing is intimidating! With all the available information, it's easy to feel lost, especially if you have no experience in this field. Maybe you don't know where to start or you're afraid of making costly mistakes. That's normal, and you're not alone.

 

I designed this guide to make your life easier. It is based on nearly 20 years of real-world experience and over 130,000 online stores created with KingEshop (yes, indeed... if you want to create your online store and learn to sell better, you're in the right place).

 

No jargon or complicated concepts here. Each step is explained clearly, with practical tips you can apply right away. This isn't a theoretical guide, but real support to help you move forward step by step, including choosing the right tools, like a list of social networks tailored to your business, to gain visibility where your customers really are.  

 

Take a deep breath, relax, and let yourself be guided. You'll see that with the right information, everything becomes much clearer and easier. This guide was specially designed to reflect the realities of marketing for artisans and small business owners . Enjoy your reading, and welcome to a guide made just for you!

The Basics of Digital Marketing: Redefining Marketing

 

When we talk about marketing, traditional definitions are often... disconnected. You've probably heard things like: "Marketing is the sum of activities a company undertakes to identify and meet consumer needs in order to generate profits."

 

Yes, technically it's correct, but let's be honest: to the average person, it means nothing. This kind of definition doesn't help you understand what it really takes to succeed.

 

Now, let me share my personal vision — a simple yet incredibly effective formula that turns marketing into something clear and actionable: 

 

 

"Marketing is about making people: Know you. Trust you. Buy from you." 

 

 

That's it!

 

No need for complicated concepts or academic theories. This powerful formula brings clarity to every step of your journey. It simplifies your decisions and helps you stay focused on what really matters.

 

Why does this formula change everything?

1 - They need to know you:

If no one knows you exist, nothing can begin. Whether through a website, social media, or local advertising, your first mission is to attract attention.

 

2 - They need to trust you:

People buy products or services from people or brands they trust. You build that trust with clear, honest, and authentic content — and flawless service.

 

3 - They need to buy from you:

When the first two steps are well mastered, the third becomes obvious. A confident, convinced customer is ready to pull out their credit card.

 

Your mission is simply to make the process easy and enjoyable. If you keep this formula in mind, all your marketing actions will become much clearer.

 

Whenever you wonder what to do next, ask yourself these questions:

  

How can I get noticed? 

How can I earn their trust?

How can I simplify the purchase?

 

With this approach, you no longer need to get lost in complex theories. Marketing becomes a series of simple, logical, and above all, accessible steps.

 

In the following sections, we'll look together at how to apply this formula in the digital world so that every action you take directly supports these three goals.

Find your Avatar – the step where almost everyone goes wrong

 

If you fully understand this step, you'll be light-years ahead of your competitors.

 

Finding your avatar – your ideal client, buyer persona, or dream customer – is one of the most important steps in your marketing strategy. Yet this is where many business owners fail. Why? Because they start without truly knowing who they're talking to. Result: they talk to everyone, and therefore, no one.

 

Good marketing starts by speaking to the right people. If you try to sell your products to the wrong audience—or worse, imaginary customers—your efforts will be ineffective, no matter how good your products are. That's why it's crucial to know exactly who you want to reach and why they'd be interested in what you offer.

 

Don't look for a perfect client: look for a real one

You may have heard of the "ideal client" or the "dream customer". These terms can be misleading because they push you to imagine a utopian person who doesn't exist.

 

In reality, your avatar is a concrete representation of a real type of customer, with their needs, motivations, but also their barriers and objections.

 

It's someone who could buy your products, not because they're perfect, but because they see real value in what you offer. Your mission is to understand this avatar so you can speak in a way that makes them recognize themselves in your message.

 

"Good marketing works with reality, not with mirages." 

 

 

How do you define your avatar?

 

1. Start with their deeper motivations

Rather than getting lost in details like age or gender, ask yourself these questions:

 

• What problems is he trying to solve with your product?

 

 • What might specifically attract them to what you sell?

 

 • What is he trying to achieve or feel after using your product?

 

2. Identify their frustrations and fears

A potential customer doesn't decide based only on desires. Often, their fears play a key role in the buying process:

 

• Is he afraid of wasting his money?

 

 • Is he worried the product is too complicated to use?

 

 • Is he afraid of having a bad buying experience?

 

If you understand their potential objections, you can anticipate them and address them in your communication.

 

3. Back it up with concrete data

Once you've identified their psychological motivations, add demographic information to refine your avatar:

 

• Where does he live?

 

• What is his income level?

 

• Does he spend his time on social media or prefer to search directly on Google?

 

This information helps you choose the right channels to reach your avatar.

 

A concrete example: Let's get practical

Let's say you sell handcrafted soaps. Here are two approaches to define your avatar:

 

• Narrow approach:

"I target women aged 25 to 45 who care about ecology."

 

• In-depth approach:

"I target women who want to care for their skin using natural products. They like to support local artisans, but fear buying products that don't align with their ecological values or that may not suit their sensitive skin."

 

With this second approach, you better understand what drives your customers and what might hold them back. This allows you to craft marketing messages that speak directly to them.

 

Why is it so important?

When you clearly define your avatar, you get a compass that guides all your marketing actions. You know:

 

• What message to create:

Words that resonate with their needs.

 

• Where to find them:

On social media, through ads, or with well-targeted organic search optimization.

 

• How to meet their expectations:

With products or services that meet their desires and remove their doubts.

 

Make your avatar your ally

By getting to know your target customers, you stop guessing what they want. You create a real connection with them. That's the key to turning visitors into happy buyers, and happy buyers into ambassadors for your store.

 

So take the time to define your avatar. Trust me, it's an investment that will change everything for your online success.

Discover the different types of digital marketing

 

In this section, I'll introduce several strategies you can use to promote your business online. You don't need to implement everything from the start. Take time to understand each type, then test one or two to see what works best for you.

 

Here is an overview of the main types of digital marketing you can explore:

 

1. Content Marketing

Here, the goal is to produce content (articles, videos, guides) that meets your audience's needs. By providing value to your visitors, you earn their trust and loyalty, which often results in sales.

 

2. Search Engine Optimization (SEO)

SEO is about improving your site so it ranks well in organic search results. That includes choosing the right keywords, creating helpful content, and applying technical improvements like site speed. Done well, it brings free and lasting traffic.

 

3. Organic (natural) social media marketing

Using platforms like Facebook, Instagram or TikTok helps build a community around your brand. You can share engaging content, interact with your customers, and even promote products through targeted ads.

 

4. Paid advertising in search engines and social networks

This type of marketing relies on buying ads, like those seen on Google or social media. These ads appear when users search for specific products or services. It's a quick way to gain visibility, but it requires careful budget management to stay profitable.

 

5. Email marketing

Emailing is a powerful tool to maintain a relationship with your customers. You can send newsletters, special offers, or reminders like abandoned cart alerts. Well-segmented, an email campaign can generate excellent ROI.

  

6. Influencer marketing

Working with influencers, whether big or small, allows you to reach their audience. It's a strategy based on the trust their followers place in them. For artisans, partnering with local micro-influencers can be especially effective.

 

7. Affiliate marketing

With affiliate marketing, others promote your products in exchange for a commission on the sales they generate. This expands your reach without a large upfront investment.

 

8. Video marketing

Video content is now essential. Create tutorials, product demos, or customer testimonials to grab attention and boost your brand's credibility.

 

9. Partnership marketing (co-marketing)

Partner with complementary businesses to create joint offers or collaborative marketing campaigns. Example: If you sell handmade products, partner with an eco-packaging company to offer gift kits.

 

10. Review-based marketing

Customer reviews are essential to reassure new buyers. You can encourage them by: Sending post-purchase emails to request reviews. Highlighting positive testimonials on your site or social media. Actively responding to reviews to show you care.

 

11. Marketplace marketing

In addition to your own store, use marketplaces like Amazon, Etsy, or eBay to reach a wider audience while driving traffic back to your main site.

1. Content marketing: The essential foundation of your success

 

If I had to give you just one tip to turn your online store into a true customer magnet, it would be this: create quality content.

 

It's not optional or a bonus – it's the foundation of everything. Why? Because both your customers and search engines rely heavily on text. Without valuable content, your site stays invisible and your message reaches no one.

 

Content: a powerful tool to attract and engage

Contrary to what many believe, content isn't just for filling pages. It plays a key role in: 

 

• Attract search engines:

Google, Bing, and other search engines love text content. They analyze every word to understand what your site is about and whether they should recommend it.

 

• Captivate your visitors:

By providing useful or inspiring information, you build trust. Your customers don't just want to buy; they want to be guided and reassured.

 

For an online store, this means every word matters. If your pages only contain a generic product description, you're missing a golden opportunity to stand out. 

 

Reality: your competitors often ignore content

Most online store owners focus exclusively on one thing: selling their products. 

 

Their product descriptions are often thin, unoriginal, or even copied directly from suppliers. Result? Their site stays invisible in search results and fails to spark visitors' interest.

 

 On the other hand, if you take the time to create rich and authentic content, you immediately stand out. Search engines notice the effort and reward you with better rankings. Your clients see a brand that truly cares about their needs. 

 

Creating content: what does it mean for you? 

Creating content isn't just about writing words. It's about offering unique value to your audience. Here are some examples adapted for an online store: 

 

• Practical guides:

If you sell handmade products, write a guide like "How to care for your handmade items so they last a lifetime".

 

• Inspiring stories:

Share behind-the-scenes stories about your business, like your production process or your passion for craftsmanship.

 

• Frequently Asked Questions (FAQ):

A well-designed FAQ section can both enhance the user experience and boost your SEO.

 

• Comparisons or reviews:

Help your customers choose by comparing your products with other available options. 

 

• Video tutorials:

Show how to use your products in everyday life.

 

Why content attracts search engines

Search engines, especially Google, love sites that answer users' questions. The more useful, clear, and well-structured your content is, the more likely your site is to appear at the top of the results. Here's how it works:

 

• Keywords:

By including phrases your customers use (like "personalized handmade gifts"), you help them while boosting your visibility.

 

• Length:

Longer and more detailed articles tend to rank better.

 

• Freshness:

Regularly updating your content shows that your site is active and relevant.  

 

Why content attracts your customers

Your customers don't care about algorithms. They are looking for answers, inspiration, or simply a good experience. By publishing content that meets these expectations, you:

 

• Build a relationship of trust:

A customer who finds your guide useful will be more likely to buy.

 

• Strengthen your credibility:

A content-rich website gives the impression of a serious and expert business.

 

• Increase your chances of conversion:

The more time a customer spends on your site, the more likely they are to buy.  

 

How to get started with content marketing

Starting content marketing can seem complex at first, but it's an accessible approach with a bit of organization. The goal is simple: create content that speaks directly to your customers, meets their needs, and encourages them to return to your site. Here are a few key steps to guide you through your first steps.

 

• Know your audience:

What questions are your customers asking? What problems are they trying to solve?

 

• Organize your ideas:

Create a content calendar by listing the topics you want to cover.

 

• Write for your customers, not for yourself:

Speak their language, be clear and direct.

 

• Use images and videos:

This makes your content more engaging and understandable.

 

 

• Analyze your results:

Use tools like Google Analytics to see which content attracts the most visitors. 

 

A strategy that pays off in the long run

Unlike paid ads that stop as soon as you stop paying, content keeps working for you. A well-written article can attract visitors for years. Every effort you make today in content is an investment in your store's future growth.

 

In short, content marketing is not just an option—it's a necessity. As an online store owner, you have a unique opportunity to stand out by creating valuable content where competitors settle for the bare minimum. Start now. Every word counts.

2. Search Engine Optimization (SEO)

 

Search engine optimization, or SEO, is a fundamental practice for any online store. Unlike paid ads, SEO lets you attract visitors for free and in a lasting way.

 

The goal?

 

Make your site appear among the top results when customers search for your products or services.

 

In this section, I will explain in detail how SEO works, why it is essential, and how to use it effectively so your online store stands out.

 

What exactly is SEO?

SEO involves adapting your site to meet the expectations of search engines, mainly Google, which dominates over 90% of the market. These engines use sophisticated algorithms to rank web pages based on relevance and quality.

 

SEO is built on three main pillars:

 

• Content:

Your pages must meet users' needs.

 

• Keywords:

These are the terms your customers use to find what they're looking for.

 

• Technical optimizations:

This includes things like loading speed, site structure, and HTML tags.

 

Why is SEO essential for online stores?

In a digital world where competition is fierce, SEO is your best ally to stand out. It's not just about attracting visitors, but attracting the right people—those actively searching for what you offer. With well-crafted SEO, you gain visibility, credibility, and above all, qualified traffic. It's an investment that, while time-consuming, can bring lasting results without ongoing ad spending. 

 

1. Free and consistent traffic

Unlike paid ads, which require constant spending, SEO generates a steady stream of visitors without ongoing costs. A well-optimized page can bring you customers for months, even years.

 

2. Better visibility

Being at the top of search results boosts your store's credibility. Users tend to click on the top results, increasing your chances of conversion.

 

3. A competitive advantage

Many online stores focus only on their products, neglecting SEO optimization. By investing in this area, you can outperform competitors who overlook its potential. 

 

How can you master SEO for your store?

SEO may seem complex, but it becomes much more accessible when broken down into clear and practical steps. The goal is to optimize your site to meet search engine expectations while providing an exceptional experience for your customers. By mastering key principles, you can turn your store into a must-visit destination for your visitors.

 

Here is a detailed guide that will help you move forward step by step, working on your content, technical aspects, and overall strategy. Whether you are just starting or looking to improve your SEO, these steps will give you a solid foundation to achieve concrete results. 

 

1. Find the right keywords

Keywords are the heart of SEO. They represent what your customers type into Google to find products or services.

 

Tools to use: Tools like Google Keyword Planner or Ubersuggest help you identify the most searched terms.

 

Focus on long-tail keywords: Instead of targeting generic terms like "shoes", aim for specific phrases like "handmade leather shoes for men". 

 

2. Write useful and unique content

Content is king in SEO. Every page on your site should provide value to your visitors. Product descriptions: Don't use generic or copied content. Highlight the unique benefits of your products. Blog posts: Write articles on topics that interest your audience, such as "How to choose handmade jewelry for a special gift". Optimized FAQs: Frequently asked questions help your customers and boost your SEO. 

 

3. Technical optimizations

Search engines also evaluate the technical aspects of your site. Loading speed: A slow site discourages visitors and lowers your ranking. Use tools like Google PageSpeed Insights to check your site's speed. Site structure: Make sure your site is well-organized with clear categories and simple navigation. HTML tags: Title and meta description tags must be unique and include your main keywords. Use structured headers (h1, h2, h3) to organize your content. 

 

4. Backlinks: Create quality links

Backlinks, or inbound links, are links from other websites pointing to yours. Google sees them as a vote of confidence. Strategy to adopt: Contact blogs or partner sites to feature your products. Avoid shady practices: Purchased links or links from poor-quality sites can harm your SEO. 

 

5. Mobile optimization

With the rise in smartphone usage, Google favors sites that are mobile-friendly. Responsive design: Your site must display correctly on all screen sizes, whether on a phone, tablet, or computer. Mobile user experience: Make sure buttons are clickable and navigation is smooth. 

 

6. Analysis and adjustments

SEO is not a one-time task, it's an ongoing process. Track your performance: Use Google Analytics to monitor your site's traffic and identify top-performing pages. Update your content: Add new information or rephrase your text to stay relevant. 

 

Common SEO mistakes to avoid

It's easy to make mistakes when getting started with SEO, especially if you move too fast or expect instant results. Here are some common traps to avoid for a successful SEO strategy: 

 

• Ignoring keywords:

Don't just write content without a strategy. Take the time to understand what your customers are searching for and use those terms wisely.

 

• Focusing too much on quantity:

Rich and useful content is better than many mediocre pages. Every word should bring value to your visitors.

 

• Using black-hat SEO tactics:

Don't fall into the trap of shady tactics like keyword stuffing or artificial links. These practices can lead to severe penalties from search engines. By keeping this in mind, you will build a sustainable and effective SEO strategy.

 

Conclusion SEO is one of the most cost-effective strategies to attract visitors and grow your online store. Although it requires time and effort, the results are worth it. Take time to understand your clients' needs, optimize each page, and watch your traffic grow. Your shop deserves to be seen, and SEO is the tool that can get you there.

3. Organic (natural) social media marketing

 

Social media is a powerful tool to grow your brand organically, without spending a cent. By publishing relevant content and engaging with your audience, you can build a loyal community that connects with your values and products. These platforms are ideal for sharing your story, showcasing your creations, and interacting directly with your customers.

 

Why is organic social media essential for your store?

 

1. A free and accessible channel

Creating an account on platforms like Facebook, Instagram, or Pinterest is free. You can immediately start sharing content that highlights your products and your values.

 

2. A direct connection with your customers

Social media allows you to stay close to your audience. You can interact in real time, answer their questions, and create a sense of connection that builds loyalty.

 

3. A source of inspiration and ideas

Interactions with your followers can give you valuable ideas to improve your products or launch new lines. 

 

Which platforms should you use, and how?

 

1. Facebook

Usage: Create a professional page to share updates, product photos, and interact with your customers.

 

Organic tip: Join groups related to your niche (crafts, local business) and engage actively to attract new followers.

 

2. Instagram

Usage: Perfect for striking visuals and short videos. Showcase your products in an attractive setting or share Stories to show behind the scenes.

 

Organic tip: Use specific hashtags and engage with other users' posts to boost your visibility.

 

3. TikTok

Usage: Create short and fun videos to showcase your products or your production process.

 

Organic tip: Follow trends and adapt them to your brand to reach a wider audience.

 

4. Pinterest

Usage: Perfect for visual products like fashion, decor, or crafts. Create inspiration boards around your products.

 

Organic tip: Optimize your pins with keyword-rich descriptions so they appear in user searches.

 

5. YouTube

Usage: Share tutorials, product presentations, or videos that tell the story of your brand.

 

Organic tip: Add keywords to your titles and descriptions so your videos can be easily found. 

 

How can you maximize the organic impact of your posts?

1. Post regularly

Consistency is key. Schedule your posts to keep your audience engaged. For example, post daily on Instagram or weekly on YouTube.

 

2. Offer varied content

Attractive visuals: Showcase your products with high-quality photos.

 

Engaging stories: Share your journey or the values behind your brand.

 

Interactive content: Post polls, quizzes, or ask your audience questions.

 

3. Encourage engagement

Ask your followers to comment, share, or tag their friends. The more engagement your posts generate, the more visible they become.

 

4. Collaborate with your audience

Encourage your customers to share photos of your products and repost them (with their permission). This creates social proof and builds trust with other potential customers.

 

5. Use hashtags strategically

Hashtags help categorize your posts in search results. Use a mix of popular and niche-specific hashtags to attract interested users. 

 

 Mistakes to avoid

• Posting without a strategy:

Make sure each post has a clear purpose—whether to inspire, inform, or drive action.

 

• Ignoring comments:

Social media is a conversation. Don't leave your customers without a reply.

 

• Focusing only on sales:

Share content that provides value, not just promotions.

 

Conclusion: Turn your social media into customer magnets

Social media, when used organically, is more than a communication tool. It's a natural extension of your store where customers can discover, interact, and engage with your brand.

 

By sharing authentic content and engaging actively, you can turn these platforms into a powerful engine to attract and retain customers. Use this free space to tell your story and build a supportive community.

4. Paid advertising in search engines and social media

 

Paid advertising is a powerful lever to quickly boost your online store's visibility. By investing in ad campaigns, you can precisely target potential customers—whether they're actively searching for your products or browsing on social media.

 

This type of marketing relies on two main channels: search engines , where users search for specific solutions, and social media , where ads grab their attention as they browse. When well managed, this strategy can produce impressive results, but it requires strict oversight to maximize ROI.  

 

1. Paid advertising in search engines

• How it works: 

Search engine ads, like Google Ads or Bing Ads, appear above organic results. They are triggered by keywords you choose, allowing you to target users at the exact moment they are searching for what you offer. 

 

• Advantages: 

High buying intent: Users are actively searching for your products or services.

 

Precise targeting: Choose specific keywords that reflect your customers' needs.

 

Fast results: Unlike SEO, paid campaigns deliver results as soon as they launch. 

 

• Practical example: 

If you sell handmade jewelry, you can target keywords like "buy handmade silver ring" to attract customers ready to buy. 

 

• Key points to monitor: 

Budget and bids: Set a daily budget and monitor the cost per click (CPC).

 

Ad quality: Make sure your ads are clear, engaging, and relevant to the chosen keywords. 

 

2. Paid advertising on social media 

• How it works:

 

On social media platforms like Facebook, Instagram, or TikTok, ads appear in news feeds, Stories, or short videos. Unlike search engines, here you target users based on their interests, behaviors, and demographic data. 

 

• Advantages: 

Wider reach: Reach thousands of people even if they are not actively searching for your products.

 

Varied formats: Images, videos, carousels, or Stories let you tell your story in a creative way.

 

Higher engagement: Well-designed ads encourage likes, shares, or comments, boosting your visibility. 

 

• Practical example: 

You could share a video showcasing your handmade products in an Instagram Story, with a "Buy Now" button linking directly to your store. 

 

• Key points to monitor: 

Precise targeting: Use targeting tools to reach users most likely to be interested.

 

Test and adjust: Launch several ad variations to identify which ones perform best. 

 

3. Maximize the impact of your paid ads 

• Combine the strengths of both channels:

Search engines capture users with clear purchase intent, while social media generates curiosity and triggers impulse buying. Use them together for a complete strategy.

 

• Ad retargeting:

Reach users who visited your site without buying by showing them your products while they browse elsewhere. These retargeting ads are especially effective at increasing conversions. 

 

• Measure your performance:

Track metrics like cost per click (CPC), return on ad spend (ROAS), and conversion rate.

 

Use built-in analytics tools (like Google Ads or Facebook Ads Manager) to continuously optimize your campaigns. 

 

4. Pitfalls to avoid 

• Spending without a clear strategy:

Set clear goals (clicks, sales, subscriptions) before launching a campaign.

 

• Ignoring targeting:

Targeting too broadly can dilute your efforts and reduce the effectiveness of your ads.

 

• Neglecting ad quality:

Poor visuals or an unclear message will reduce your impact. 

 

Conclusion: Take advantage of a powerful lever for your growth

Paid advertising, whether on search engines or social media, is an essential tool to accelerate the growth of your online store.

 

By combining well-targeted campaigns, engaging ads, and rigorous management, you can not only increase your sales but also strengthen your market presence. Test, adjust, and maximize your performance to fully leverage this strategic tool.

5. Email Marketing: Building long-term customer relationships

 

Email marketing is one of the most cost-effective and efficient tools to communicate with your customers. Unlike ads or social media, email offers direct, personalized, and regular contact.

 

Used effectively, it not only boosts your sales but also builds customer loyalty by creating a genuine relationship.

 

Why is email marketing so powerful?

• A direct channel:

Emails arrive directly in your customers' inboxes, without being affected by social media algorithms.

 

• Low cost:

Compared to other advertising strategies, email marketing is extremely affordable, especially for small businesses.

 

• Impressive ROI:

According to studies, every euro invested in email marketing can generate a return of several dozen euros.

 

• Enhanced personalization:

You can segment your customers based on their behavior and interests to send them perfectly tailored messages. 

 

How to use email marketing effectively? 

1. Build a list of qualified subscribers

Your email list is the cornerstone of your strategy. The more qualified it is, the more effective your campaigns will be. 

 

Signup forms: Place them in strategic locations on your site (header, footer, pop-ups).

 

Incentive offers: Provide discounts or free resources (like a guide) in exchange for a signup.

 

Avoid purchased lists: These unqualified contacts can harm your results. 

 

2. Segment your audience

Not all your customers are the same.

 

Create segments based on their behaviors:

New subscribers.

Regular customers.

Abandoned cart.

Specific interests (product categories). 

 

3. Create engaging emails

  Craft a strong subject line: A clear and catchy subject encourages email opens.

 

Offer relevant content: Highlight exclusive offers, tips, or news.

 

Add a call-to-action (CTA): Encourage readers to click (e.g., "Discover our new arrivals"). 

 

Types of emails to include in your strategy

• Newsletters

Regularly share updates about your store, like product launches or upcoming events. Show your personality to strengthen the connection with your customers.

 

• Exclusive offers

Offer time-limited promotions to encourage your subscribers to buy quickly.

 

• Abandoned cart reminders

Follow up with customers who left your site without completing their purchase. A simple email can be enough to bring them back.

 

• Thank-you emails

After a purchase, thank your customers for their trust. This strengthens satisfaction and increases the chance of a repeat purchase.

 

• Birthday emails

Send personalized discounts or gifts to celebrate your subscribers' birthday. 

 

Best practices for effective email marketing 

1. Personalize your emails

Use the recipient's first name, recommend products based on previous purchases, or send messages tailored to their preferences.

 

2. Optimize for mobile

Most emails are opened on smartphones. Make sure your designs display perfectly on all screens.

 

3. Test and analyze your campaigns

Run A/B tests to compare subject lines, content, or calls to action. Track metrics like open rate, click-through rate, and conversion rate to refine your strategies.

 

4. Comply with legislation

Make sure you get subscribers' consent before sending emails. Always provide a clear unsubscribe option.

 

Mistakes to avoid

• Sending too many emails:

Bombarding your customers may annoy them and lead them to unsubscribe.

 

• Ignoring personalization:

Generic messages are less likely to grab attention.

 

• Forgetting to add value:

If your emails are only promotional, they may bore your subscribers.

 

Conclusion: Make email your strategic ally

Email marketing is much more than just a sales tool. It's a way to build a strong relationship with your customers, earn their loyalty, and show them they're at the heart of your business.

 

By adopting a personalized approach and delivering value with every email, you'll turn this channel into a powerful driver for your online store.

6. Influencer marketing: The power of recommendation

 

Influencer marketing is a strategy based on a simple but powerful idea: people trust the recommendations of those they follow. Collaborating with influencers, whether major celebrities or local micro-influencers, helps you reach an engaged audience and boost your brand's credibility. For artisans and small businesses, this approach can be particularly effective in standing out and gaining visibility.

 

Why does influencer marketing work so well?

• Subscriber trust:

Influencers have built a relationship of trust with their audience. Their recommendations are perceived as authentic, giving your message extra impact.

 

• Precise targeting:

Working with an influencer whose audience matches your niche ensures your product is seen by the right people.

 

• A visibility boost:

A collaboration with an influencer can instantly put your brand in the spotlight and attract new customers. 

 

Types of influencers and their benefits

1. Micro-influencers (1,000 to 50,000 followers)

Why choose them?

Their audience is often highly engaged and attentive to their recommendations.

They are more affordable and easier to collaborate with.

Example: A local creator who shares craft tips can promote your products to an interested audience.

 

2. Mid-tier influencers (50,000 to 500,000 followers)

Why choose them?

They offer a good balance between reach and engagement.

Their influence is recognized without feeling too distant.

Example: A lifestyle influencer who shares home decor tips could promote your handcrafted items.

 

3. Macro-influencers and celebrities (500,000+ followers)

Why choose them?

They allow you to reach a massive audience in a short time.

Ideal for product launches or major announcements.

Example: A celebrity who mentions your products can generate huge buzz, but it requires a significant budget.

 

How to work effectively with influencers?

1. Identify the right partners

Look for influencers whose values and audience align with your brand. To do so, examine:

The type of content they publish.

Their engagement rate (number of likes and comments relative to follower count).

Their authenticity (avoid those who do too many promotions unrelated to their niche).

 

2. Offer a win-win collaboration

Collaborations can take different forms:

Free products: Offer your products so they can test and recommend them.

Paid collaboration: Offer a fee for promoting your brand.

Promo code or affiliate link: Give them a unique code to share with their followers, which drives sales and helps track the impact.

 

3. Be clear about your expectations

 Create a brief that outlines:

The key message to communicate.

Preferred formats (photo, video, Story).

Deadlines and conditions.

 

4. Encourage creativity

Give the influencer some creative freedom. Their authenticity is what resonates with their audience, so avoid forcing a rigid message.

 

Example of a strategy for a craftsperson or small retailer

A local artisan who makes jewelry can:

Collaborate with a micro-influencer who shares fashion and style tips in the same region.

Provide a free product to be featured in a video or a post.

Track the performance of the collaboration with a unique promo code or trackable links.

 

 Mistakes to avoid in influencer marketing

Choosing influencers who are misaligned with your brand: A bad fit can harm your image. Take time to review their content and audience.

 

Not tracking results: Monitor metrics like traffic generated, sales made, or number of mentions on social media.

 

Ignoring small influencers: Micro-influencers, though less famous, can have a big impact on a specific niche.

 

Conclusion: Turn influence into a growth driver

Influencer marketing is a modern and effective way to reach new customers while boosting your brand's credibility. By partnering with the right people, you can not only increase visibility but also build authentic relationships with an audience that shares your values. Get started and discover how the power of recommendation can transform your business.

7. Affiliate marketing: Grow your network of promoters

 

Affiliate marketing is a powerful and cost-effective strategy to expand your online store's reach. It works on a simple principle: you partner with affiliates—individuals or companies who promote your products—and pay them a commission for each sale they generate. This lets you reach new customers without heavy upfront investment.

 

Why is affiliate marketing valuable?

• Minimal financial risk:

You only pay for results—that is, actual sales generated by affiliates.

 

• Increased visibility:

Affiliates can introduce your brand to their own audience, significantly increasing your reach.

 

• A flexible strategy:

You can partner with a variety of affiliates, from niche bloggers to content platforms and micro-influencers.

 

How does affiliate marketing work?

• Affiliate registration:

You invite interested individuals to join your affiliate program. This can include bloggers, content creators, or even your loyal customers.

 

• Product promotion:

Affiliates promote your products using personalized links or unique codes.

 

• Performance tracking:

You use tracking tools (such as cookies or affiliate platforms) to identify sales generated by affiliates.

 

• Compensation:

You pay the affiliate a commission for each validated sale. This can be a percentage of the amount or a fixed fee.

 

How to set up an effective affiliate program?

1. Choose an affiliate platform

To manage your program, you can use platforms such as:

Impact: Ideal for large brands looking to work with professional affiliates.

CJ Affiliate: One of the oldest and most reliable affiliate platforms.

ShareASale: Perfect for small businesses and specific niches.

In-house program: You can also create your own affiliate system directly on your website.

 

2. Offer attractive commissions

Set a percentage or amount high enough to motivate your affiliates while keeping your business profitable.

 

3. Provide promotional materials

Help your affiliates succeed by providing:

Ad banners.

Ready-to-use product descriptions.

Professional visuals.

 

4. Track and optimize your performance

Use tools to analyze results:

The amount of traffic generated by affiliates.

The conversion rate from visits to sales.

Top-performing affiliates.

 

Types of affiliates to consider

• Bloggers and content creators

Ideal for promoting products through detailed articles or videos.

Example: A blogger specialized in home decor can recommend your handmade products by including an affiliate link.

 

• Influencers

Social media influencers can share your products with their audience using unique discount codes.

 

Example: A micro-influencer on Instagram shares a photo of your product with a promo code.

 

• Price comparison websites

They attract buyers who are ready to decide. With a good offer, they can generate many sales for you.

 

• Satisfied customers

Your loyal customers can become your best ambassadors by recommending your products to people they know.

 

The benefits of affiliate marketing

• A growth driver:

You benefit from your affiliates' marketing efforts to boost your sales.

 

• A controlled investment:

You only pay based on performance, which limits financial risk.

 

• A network effect:

The more affiliates you recruit, the more your visibility and sales grow exponentially.

 

Mistakes to avoid

• Offering commissions that are too low:

If your affiliates are not sufficiently motivated, they will prefer other programs.

 

• Neglecting communication:

Keep close contact with your affiliates by providing regular updates and helpful tips.

 

Forgetting tracking:

Without a good tracking tool, you risk losing control over performance and payouts.

 

Conclusion:

Make your affiliates trusted partners. Affiliate marketing is a powerful strategy that turns collaborators into true brand ambassadors. By investing in a well-structured and attractive program, you can expand your reach, boost your sales, and build long-term relationships with your affiliates. It's a win-win solution that deserves your full attention.

8. Video marketing: Capture attention with visual content

 

Video marketing has become essential for any online business. In a world where consumer attention is harder to capture, videos provide a dynamic and engaging solution. Whether to demonstrate a product, tell your brand story, or share customer testimonials, video is a powerful tool to build credibility and convert viewers into customers.

 

Why is video marketing so effective?

• A visual and immediate form of communication:

Videos allow you to deliver complex information quickly in a simple and engaging way. In just seconds, you can show your customers what words would take much longer to explain.

 

• Strong engagement potential:

Videos grab attention and generate more interaction than any other type of content. Users are more likely to comment, share, or subscribe after watching a video.

 

• Emotional impact:

Videos tell stories, convey emotions, and create a genuine connection with your audience.

 

• Better visibility:

Search engines like Google prioritize video content in their results. Platforms like YouTube and TikTok also offer huge potential to reach a wide audience.

 

Video ideas to create for your shop

1. Tutorials and demonstrations

Show how to use your products or explain their specific benefits.

 

Example: If you sell handmade cosmetics, create a video showing how to apply a facial mask for better results.

 

2. Customer testimonials

Ask your satisfied customers to share their experience with your products.

 

Example: A customer talking about the quality of your handmade furniture can reassure and convince new buyers.

 

3. Behind-the-scenes videos

Invite your audience behind the scenes of your business to show how your products are made.

 

Example: Show the creation process of a handmade piece of jewelry, from the initial sketch to the finished product.

 

4. Brand stories

Share your story, your values, and your passion for what you do.

 

Example: Explain why you launched your store and what makes your products unique.

 

5. New product presentation

Launch an engaging video to present a new range or a limited edition.

 

Example: Create a teaser video for a product that will soon be available.

 

6. Educational videos

Offer useful content that brings value to your customers.

 

Example: "How to choose the perfect rug for your living room" if you sell home decor items.

 

Where to share your videos?

1. YouTube

It's the go-to platform for hosting and sharing your videos.

Optimize your titles and descriptions with keywords to appear in searches.

 

2. Social media

Instagram: Post Reels or videos in your Stories for quick visibility.

Facebook: Ideal for sharing longer videos and engaging with your community.

TikTok: Perfect for short, dynamic and creative videos.

 

3. On your website

Embed your videos directly on product pages or the homepage to captivate visitors as soon as they arrive.

 

4. Email campaigns

Add a link to a video in your emails to increase clicks and strengthen the impact of your message.

 

Tips for creating effective videos

• Be authentic:

Videos that look too perfect or too promotional can turn viewers away. Go for a natural and sincere tone.

 

• Focus on quality:

Even with a small budget, use good lighting, clear sound, and careful framing.

 

• Add subtitles:

Many users watch videos without sound, especially on social media.

 

• Keep it short and impactful:

Videos under two minutes grab more attention, especially on social media.

 

• End with a call to action (CTA):

Encourage viewers to visit your site, subscribe to your channel, or buy your product.

 

Mistakes to avoid

• Ignoring your audience:

Create videos that meet your customers' needs and expectations, not just to showcase your products.

 

• Too much promotional content:

Mix informative or inspiring videos with sales-focused ones to keep your audience engaged.

 

• Forgetting video SEO:

On platforms like YouTube, add keywords in your titles, descriptions, and tags to maximize visibility.

 

Conclusion:

Make video a pillar of your marketing strategy. Video marketing is an essential tool to engage your customers and bring your brand to life. Whether you're telling your story, showcasing your products, or sharing client experiences, each video is a chance to create an authentic connection with your audience. So go ahead, experiment, and let your videos speak for you.

9. Partnership Marketing (Co-Marketing): Join Forces

 

Partnership marketing, or co-marketing, is a strategy where two complementary businesses collaborate to create joint campaigns, special offers, or bundled products. By working together, you can expand your reach, share efforts, and deliver unique value to your customers.

 

For artisans and small business owners, co-marketing is a valuable opportunity to stand out, reach new audiences, and reduce marketing costs by sharing resources.

 

Why is co-marketing effective?

• Expanded access to a new audience:

Each partner brings their own customer base. By collaborating, you reach consumers you might never have accessed alone.

 

• Complementarity of products or services:

Your partners' products or services enrich your offer, making it more attractive to your clients. A sharing of costs and efforts: you can reduce advertising and content creation expenses by dividing responsibilities with your partner.

 

• Increased credibility:

Being associated with another quality brand increases the trust your customers place in you.

 

How to run a successful co-marketing campaign?

1. Find the right partner

Look for a company that shares your values and offers products or services that complement yours without being in direct competition.

Example: If you sell handmade accessories, partner with an ethical clothing brand to create a complete look.

 

2. Offer unique value

Create an offer or campaign that benefits both your customers and your partner's.

Example: An artisan selling candles could collaborate with an essential oils company to create a wellness kit.

 

3. Highlight your collaboration

Make sure your customers and your partner's customers know about this collaboration. Promote it through:

Cross-emails to both databases.

Posts on each brand's social media.

A banner on your respective websites.

 

4. Measure the results

Set clear goals before launching the campaign (sales, leads, traffic) and track performance to see if the collaboration was successful.

 

Co-marketing ideas tailored for online shops

• Creation of combined products

Offer an exclusive bundle combining your products with those of your partner.

Example: A handcrafted tea shop partners with a mug manufacturer to offer a gift box.

 

• Contest or giveaway

Organize a contest where customers can win products from both companies.

Example: A jewelry brand and a clothing store join forces to offer a complete outfit.

 

• Collaborative articles or guides

Create an article or online guide that highlights your respective products.

Example: A blog on "How to prepare a romantic dinner", sponsored by a candle company and a dinnerware store.

 

• Joint events

Host an Instagram Live or a joint webinar to showcase your products and answer customer questions.

 

• Shared loyalty programs

Allow customers to accumulate points by purchasing from you or your partner, which they can use in both shops.

 

Mistakes to avoid

• Choosing the wrong partner:

Make sure your partner shares your values and targets an audience similar to yours.

 

• Neglecting communication:

Establish clear responsibilities and maintain good communication throughout the collaboration.

 

• Ignoring the follow-up:

Measure the impact of the campaign to determine whether it was beneficial and identify what can be improved.

 

Conclusion: A partnership to double your strength

Partnership marketing is an excellent strategy to amplify your efforts while offering a unique experience to your customers. By finding the right partner and creating innovative campaigns, you can not only expand your audience but also strengthen the perceived value of your brand. Explore this collaborative strategy and let your creativity guide your alliances!

10. Review-based marketing: your brand ambassadors

 

Customer reviews are one of the most powerful tools for an online store. Why? Because they reassure, build trust, and directly influence purchasing decisions. Today, consumers almost always check reviews before placing an order, making them a key element of your marketing strategy.

 

Why are customer reviews essential?

• Reassure potential buyers:

New customers want to be sure of the quality of your products and the reliability of your service. Positive reviews encourage them to take the leap.

 

• Build social proof:

Reviews show that others have trusted your store and are satisfied with their experience, which boosts your credibility.

 

• Improve your SEO:

Reviews generate fresh and unique content on your product pages, which search engines appreciate.

 

• Get constructive feedback:

Customer feedback helps you identify what works and what can be improved.

 

How can you encourage your customers to leave reviews?

1. Send post-purchase emails

A few days after the purchase, send an email asking for a review. Keep it simple and friendly:

Example: "Thank you for your purchase! Your opinion means a lot to us. Take 2 minutes to tell us what you think."

Include a direct link to the page where the review can be left.

 

2. Offer incentives

Offer a small reward for each review left, such as a promo code or a loyalty point.

Note: Be transparent and do not explicitly ask for positive reviews. Honesty is essential.

 

3. Simplify the process

Make sure leaving a review is easy and quick, especially on mobile.

Include options like a star rating followed by an optional comment.

 

4. Ask directly

Add a note in your package or on your website to encourage customers to share their experience.

 

How can you use reviews to boost your marketing?

1. Highlight positive reviews

Display them on your product pages to convince hesitant visitors.

Post testimonials on your social media to build credibility.

Add a review widget to your homepage to grab attention.

 

2. Create content from reviews

Turn reviews into stories or visual posts on Instagram or Facebook.

Record customer testimonials to include them in your marketing campaigns.

 

3. Actively respond to reviews

For positive reviews: Thank your customers for their feedback. This shows your appreciation and encourages others to leave reviews.

For negative reviews: Respond quickly and offer a solution. Proactively managing negative feedback can strengthen your image by showing that you care.

 

4. Include reviews in your emails

Use customer reviews in your newsletters to promote specific products.

Example: "Our customers love [product]! Find out why they recommend it."

 

Mistakes to avoid

• Ignoring negative reviews:

Ignoring them or responding defensively can harm your reputation. Turn criticism into opportunities for improvement.

 

• Buying fake reviews:

This can quickly be discovered and damage trust in your brand.

 

• Not highlighting reviews:

If your reviews are hidden or barely visible, you miss a chance to convince your visitors.

 

Concrete example: How a craftsman uses customer reviews

• A craftsperson selling personalized wooden items can:

Request reviews with photos to showcase products in real-life situations.

Post a testimonial from a satisfied customer with a time-lapse video of the creation process.

Respond to a negative review by offering a free customization to satisfy the customer.

 

Conclusion: Make customer reviews a cornerstone of your strategy

Customer reviews are not just a bonus for your store—they are a real engine for conversion and loyalty. By actively collecting them, showcasing them, and responding carefully, you can turn your customers into brand ambassadors. Genuine, well-managed reviews are powerful proof that your store keeps its promises. So don't overlook them—make them a strength for your online success.

11. Marketing through marketplaces: Expand your reach

 

Marketplaces like Amazon, Etsy, and eBay are essential platforms for reaching a massive audience. Alongside your own online store, they offer a unique opportunity to showcase your products to millions of potential buyers. When used effectively, they can boost your sales and drive qualified traffic to your main site, strengthening your brand.

 

Why use marketplaces for your online store?

• A massive and qualified audience:

Marketplaces attract millions of active buyers every day, looking for specific products. By being present on these platforms, you place your products in front of consumers ready to buy.

 

• Instant credibility:

Marketplaces already benefit from a strong reputation and buyer trust. Being listed on these platforms boosts your credibility with customers.

 

• An additional channel:

They do not replace your online store but act as an additional showcase to attract new customers and redirect them to your main site.

 

• Simplicity and visibility:

Marketplaces handle most of the technical aspects (payments, logistics, visibility), allowing you to focus on your products.

 

How to make the most of marketplaces?

1. Select the right platforms

Choose marketplaces based on your niche and products:

Amazon: Ideal for everyday and mass-market products.

Etsy: Perfect for handmade, craft, or vintage items.

eBay: Suitable for a wide range of products, including unique or second-hand items.

 

2. Optimize your product listings

Competition is tough on marketplaces, so make sure your product listings stand out:

Clear and descriptive titles: Use relevant keywords so your products can be easily found.

High-quality photos: Show your products from different angles with sharp and appealing images.

Detailed descriptions: Highlight your product benefits while answering your customers' potential questions.

Competitive prices: Analyze your competitors' prices to stay attractive.

 

3. Manage your inventory efficiently

Marketplaces penalize sellers for out-of-stock items or delivery delays. Keep your inventory updated to avoid these issues.

 

4. Use advertising tools

Many marketplaces offer advertising options to boost your product visibility:

Amazon Sponsored Products: Make your products appear at the top of search results.

Etsy Ads: Increase the reach of your creations among interested users.

 

Advanced strategy: Redirect customers to your main site

While marketplaces are a great sales channel, your long-term goal should be to grow your own store. Here's how to attract buyers to your main site:

 

• Add flyers or cards in your packages:

Include a note inviting customers to visit your site for exclusive offers.

 

• Offer unique benefits on your website:

Special offers, custom products or loyalty programs.

 

• Use cross-promotions:

Offer a promo code usable only on your online store.

 

Benefits of marketing through marketplaces

• Rapid sales growth:

With their massive audience, marketplaces can generate significant sales right from the start.

 

• Global visibility:

You can reach buyers in other regions or countries without managing complex logistics.

 

• Operational simplicity:

Marketplaces often handle payments and sometimes even logistics (through services like Amazon FBA).

 

• Discovering new trends:

The data and feedback gathered from marketplaces can help you better understand what your customers are looking for.

 

Mistakes to avoid

• Excessive dependence:

Don't rely solely on marketplaces for your business. They often take high commissions and can change their terms of sale at any time.

 

• Ignoring customer reviews:

Reviews play a crucial role on these platforms. Respond to negative feedback to improve your image.

 

• Underestimating costs:

Factor in commission, shipping, and advertising fees to avoid unpleasant surprises.

 

Conclusion: Make marketplaces a complementary pillar

Marketplaces are powerful tools to boost your sales and expose your brand to a wider audience. However, they should be used as a complement to your own online store, not a replacement. By optimizing your product pages, delivering great customer service, and redirecting buyers to your main site, you can get the most from these platforms while strengthening your brand.

Conclusion: Grow your online store

 

The success of an online store depends on a well-thought-out marketing strategy tailored to your audience. Each marketing type we explored – whether content, SEO, social media, or marketplaces – offers unique opportunities to attract customers, build credibility, and grow your sales.

 

What sets successful stores apart is not just the use of these tools, but how they are combined to meet customer needs. Here are the key takeaways:

 

Diversify your efforts:

Don't stick to a single strategy. A balance of organic marketing, paid ads, and collaborations can maximize your results.

 

Put your customers first:

Each campaign, piece of content, or interaction should aim to provide value and meet your customers' expectations.

 

Analyze and adjust:

Marketing is not static. Test your ideas, track performance, and adjust your approach to stay relevant.

 

As a craftsperson or small business owner, you have a unique opportunity to create authentic and engaging experiences for your customers. By combining creativity, strategy, and consistency, you can turn your online store into a strong, essential brand.

 

Don't forget: marketing isn't just a series of tools and techniques – it's first and foremost the art of making people know you, believe you, and buy from you. With this mindset and the strategies shared here, you have everything you need to succeed. Now it's your turn!

Thank you for reading this page to the end!