Starting a Sewing Business – Marketing Channels
Another essential (and slightly more technical) part of starting a sewing business is marketing.
As much as we’d love to sew all day and simply make sales, If no one knows your business exists, you won’t sell what you make.
Marketing is how people discover your business and are directed toward your sales channels.
And in most small creative businesses, you’ll likely spend just as much time marketing as you do sewing…sometimes more.
The key isn’t being everywhere; it’s choosing the right marketing channels.
What Should Influence Your Marketing Channels?
Before choosing platforms or strategies, consider three things.
- Your Sales Channel – Your marketing should create a seamless path to purchase. The fewer steps someone must take to buy, the better. For example:
- If your primary sales channel is your website, your marketing should make it easy to click directly to a product.
- If you sell on Etsy, your links should lead directly to your listings.
- If you sell at craft shows, your marketing should clearly communicate dates and locations.
- Your Target Market – Different audiences spend time in different places. Consider your target market’s demographics and psychographics such as: age, interests, shopping habits, how they consume information. For example:
- TikTok tends to attract a younger, trend-driven audience.
- Pinterest users are often more goal-oriented (planning weddings, redecorating, organizing).
- Some audiences prefer podcasts, newsletters, or print magazines.
- Your Preferences & Strengths – You need to enjoy (or at least not dread) your marketing efforts. If you hate a strategy, you won’t stick with it. At one point, I committed to cold-calling 10 retail stores per week to grow my wholesale accounts. I dreaded it so much I would break into a cold sweat before picking up the phone. Unsurprisingly, that strategy didn’t last long and wasn’t very effective. Do you excel at writing, speaking, taking eye-catching photos, writing witty captions? Consider which marketing channels will make the best use of your skills.
Common Marketing Channels for Sewing Businesses
Below are some of the most common options.
You don’t need all of them. Start with one primary channel and add others later if needed.
Email Marketing
Email remains one of the most effective marketing tools available.
Unlike social media, you’re not dependent on algorithms to reach your audience.
You can:
- Start a newsletter
- Offer an incentive to subscribe (discount, free resource, early access)
- Send regular updates about products, events, or helpful content
Email builds long-term relationships — and it’s an asset you own.
Social Media
Social media can be powerful — but unpredictable.
Platforms change quickly, and visibility often depends on algorithms.
If you choose social media:
- Avoid trying to be everywhere.
- Test a few platforms.
- Choose one primary platform.
- Maintain 1–2 secondary platforms lightly if needed.
Consistency on one platform is far more effective than scattered effort on five.
SEO (Organic Search Traffic)
Search engines can still be valuable — especially if you have a website.
Optimizing your website with relevant keywords helps it appear in search results when customers are actively looking for what you sell.
You might also create helpful blog content related to your products.
For example:
If you sell diaper bags, you could publish an article titled:
“10 Essentials Every New Mom Needs in Her Diaper Bag.”
When someone searches for that topic, they may discover your article — and your products.
Organic traffic takes time to build, but it can create steady long-term visibility.
Paid Advertising
If your budget allows, paid traffic can accelerate growth.
You might pay for:
- Search ads (Google, Etsy)
- Social media ads
- Sponsored blog posts
- Influencer partnerships
- Magazine or online ads
Paid advertising can generate faster results — but it requires careful budgeting and tracking.
It’s often best used once you’ve validated your product and pricing.
Media & Press
Local newspapers, magazines, radio stations, and online publications may feature small businesses — especially if you have a compelling story.
Press coverage can increase credibility and awareness.
However, it requires:
- A strong angle
- A clear pitch
- Reaching the right contact person
This tends to be more effective once your business is established.
Craft Shows (As Marketing)
Craft shows aren’t just sales channels — they’re marketing opportunities.
Many people who visit your booth won’t purchase that day.
But they might:
- Take a business card
- Join your email list
- Follow you on social media
Think beyond immediate sales. Craft shows can grow your audience even when revenue is modest.
Action Step: Choose your marketing channels
Based on the information above, start to define:
- What will be your main sales channel
- Where you’re most likely to reach your target market
- Which marketing methods fit your strengths
You don’t need a complex marketing plan at this point. You simply need to think about how you can realistically reach potential customers.
