Today I’m sharing my Five Favorite Marketing Tips for yarn-based businesses like yarn shops, indie dyers, pattern designers, and anyone else who makes their living in and around the yarn world.

Over the past several months, I’ve spoken with several clients to help them improve the marketing for their shops and yarn dyeing businesses, and these five things keep coming up over and over again. I hope you find this helpful.

1. Email Marketing is Really Important

Email marketing offers you a direct line and connection to your customers. They have told you they want to hear from you.! Don’t forget this! And most important, people who come to your shop or site from an email or a text message are at least SEVEN TIMES more likely to buy vs. cold traffic! Don’t get me wrong; social media marketing is also an essential tool for all businesses. However, there is a lot about social media that we can’t control, like the mysterious and all-controlling algorithms. Plus, you don’t own your followers on any of the social media sites, but you do own your email list. Every small business should be sending emails out to their customers. Remember, they want to hear from you; otherwise, they wouldn’t have joined your list. This leads me to my next point.

2. Be Consistent

I’ve been asked several times, “How often should I send emails?” or “How often should I post on social media?” My answer is always whatever you can be consistent with. Consistency is the key to all marketing efforts! For me, I like to pop into inboxes at least once a week, and I try and post on social media 3 -5 times each. I understand this might be too much for some of you, but I encourage each of you to determine how you can be more consistent with all of your marketing efforts, set some goals, and hopefully achieve them.

3. Work Smarter, Not Harder

This is my way of saying that the marketing content you create can and should get used in multiple places. For example, when I wrote weekly emails for the Yarnover Truck, the content, and information I shared there was also shared on social media and likely in a blog post during the same week, the email went out. One weekly email would generate from 4 to 5 days’ worth of content for social media. If you’re worried some people might see the same information, is this really a bad thing? I don’t think so!

4. Make It Easy To Reach You

Here are a few easy ways to do this:

  • Do you have links to your social media accounts on our website? Are they in more than one spot? Mine are in the header and footer on all my web pages, PLUS on my Contact page.
  • Is there a spot to join your email list on your home page? Is it close to the top of the page or down at the bottom? You want to remove as many obstacles as possible to them joining your list, and sometimes even scrolling down to the bottom is a deterrent. I also have a pop-up on my home page, and I would encourage you to add one of these if you don’t already have it.
  • Do you have a link to your website and a link to join your email list on your Facebook page?
  • Are you using LinkTree or something similar on Instagram so potential customers can get to you quickly? I created a secret page on my website (you can only get there from my Instagram profile), which contains all the links to what I talk about in my posts. This way, they get the information they want and get to my website with one click.

These last two are specific to Brick & Mortar Shops:

  • Do you have a sign-up sheet to join the email list on your Counter? Do you ask everyone who purchases if they want to be on your list?
  • When customers visit your website, is your address, store hours, and phone number on the home page?

5. Evergreen Content Is A Lifesaver

We are all in the business of selling, and no one pays as much attention to our businesses as we do. For this reason, it is an excellent idea to create content that you can reuse over and over again. Here are some suggestions of what I’m talking about:

  • Describe the attributes of each yarn base you offer or the patterns you’ve designed.
  • Share your favorite color combos and tie them to project ideas.
  • Highlight your existing catalog of patterns.
  • Tell your business story. Why did you start in the business? What is unique about your shop – do you focus on something specific? Tell us your crafting history.

Here is how I made this work for the Yarnover Truck. We picked a color to feature each week in our email and social media. We’d share a photo of the color in the skein along with knit and crochet swatches. We’d recommend one knit project and one crochet project, often pairing the featured color with another contrasting or complementary color. Doing this gave me three social media posts and one newsletter story each and every week. I kept a list of when we used each color and would cycle through them and reshare them every 8 to 12 months or so. I might swap out the pattern recommendations, but I used the same photos and usually recycled the words too. (The search function on your Facebook page is excellent for finding past posts quickly!) In 10 years, no one ever commented on this or told me they noticed I was repeating posts.

White woman with shoulder length blond hair wearing a pink, red and grey crocheted cowl standing in front of trees and flowers.  She is looking off camera to the right

Let’s Work Together

If any of this has resonated with you and you want help making changes with marketing, let’s work together! Head over to the Consulting page to learn about my experience. Then use the Contact from to reach out!

We’ll chat (virtually) one-on-one where we’ll review where you are, see where you want to be, and develop a plan to get you there. Following our session, you’ll receive an email with a recording, a detailed summary of our conversation, and any resources you need to get your marketing plans off the ground.

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