Welcome to Business of Craft, a show designed to help entrepreneurs with fabric or fiber businesses become more successful.
This is our 8th season of BOC and today we have another solocast to cover one of the topics in our new book, Marketing Magic for Savvy Craft Businesses. I’m super proud of this book which my whole team wrote in 2025. The book is available for sale in Kindle and print version (and soon to be audio) on our website or Amazon.
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Today we’re exploring how to scale your brand using digital advertising—yes, the kind that doesn’t have to feel like throwing spaghetti at the wall.
So whether you’re boosting posts or venturing into more advanced ad strategies like programmatic or geofencing, this episode is your incantation for attracting, converting, and scaling.
You’ve got a budget. You’ve got goals. And now you want results.
The world of digital advertising can feel like a vast enchanted forest—but with the right map, you can walk confidently toward your desired outcome. The key is alignment. Your budget, your audience, your ad content, and your chosen platform all need to be working toward one goal—whether that’s brand awareness, online sales, or growing your newsletter list.
Start by clarifying your objectives. Are you trying to attract new eyes to your business? Drive more e-commerce conversions? Maybe get more people into your brick-and-mortar shop? Whatever your aim, your ad strategy should be a match—not a mismatch.
Let’s talk targeting—because the real magic of digital ads isn’t just showing up, it’s showing up in the right place, for the right people.
Here are a few tools I love for getting precise:
You don’t need a six-figure budget to make digital advertising work for you. One of the best places to start is by boosting a post on Facebook or Instagram—especially a post that’s already performing well organically.
From there, you can explore:
Test small. Scale what works. Drop what doesn’t.
This isn’t a print ad where you pay once and hope for the best. This is interactive, real-time, trackable advertising.
Let’s demystify two of the fancier-sounding ad options out there: Programmatic Advertising and Geofencing.
The secret to smart advertising isn’t spending more—it’s spending smarter. Here’s how to stretch your budget:
And don’t be afraid to pause ads that aren’t working—unlike print, you’re not locked in.
Digital ads aren’t one-and-done—they’re part of your long-term brand-building toolkit. As you gather data, start making strategic decisions:
Remember: advertising isn’t a gamble when you’re tracking, learning, and adapting. It’s an engine for growth.
Before we wrap, a quick word on using tools like ChatGPT in your ad strategy. AI can be a fantastic sidekick for:
BUT—and this is important—don’t rely 100% on AI. Why?
Because AI doesn’t know your customers like you do. It doesn’t understand the nuances of your brand voice, your product quirks, or your community vibe. And worst of all, it can sometimes be…well, boring. Or inaccurate.
Digital advertising isn’t about shouting into the void. It’s about casting a well-aimed, data-backed spell that attracts the right people to your brand—and invites them to take action.
Start small. Stay strategic. Let the data guide you. And don’t forget—you are the magic behind the message.