Business Management | Resources

Marketing Strategies For Promoting Your Handmade Products In International Markets

Mar 16, 2023 | RAJ WAKODE

In today's global economy, promoting your handmade products to international markets is more accessible than ever. However, without a good marketing strategy, it can be difficult to stand out from the competition. Fortunately, there are several effective marketing techniques that can help you reach a wider audience and increase your sales. In this blog post, we discuss some of the most effective marketing strategies to promote your handmade products in international markets. From creating a strong brand identity to using social media and digital marketing, we'll explore concrete steps you can take to grow your business overseas. Whether you're just starting out or looking to expand your existing craft business, this guide will give you the tools you need to succeed. So let's get started!

What do you mean by "marketing strategy"? A marketing strategy refers to the overall plan or method used by a business or organization to promote its products or services, attract customers, and ultimately achieve its business goals. A marketing strategy usually includes a detailed analysis of the target market, the competition, and the strengths and weaknesses of the organization. It also describes the marketing mix, or the four Ps of marketing (product, price, promotion, and place), used to create a unique value proposition for the target audience. The overall goal of a marketing strategy is to increase sales, build brand awareness, and establish a competitive advantage in the market.

Here are some effective marketing strategies for promoting handicrafts in international markets:

Build A Strong Brand Identity: 

To successfully promote handmade products in international markets through an online store, a comprehensive marketing strategy is essential. First, identify the target market and their needs, preferences, and behaviors. Conduct market research to understand competition and trends. Build a strong brand and craft a unique value proposition that resonates with your target audience. Use social media, influencer marketing, and email marketing to increase brand awareness and engagement.

Use search engine optimization to increase visibility and increase traffic to your website. Offer promotions and discounts to encourage purchases. Use customer feedback to continually improve products and services. Building a strong online presence, building trust, and providing an exceptional customer experience will help you expand your craft products into international markets.

Localize Your Marketing Content:

Localizing your marketing content is an essential marketing strategy for promoting your handmade items in international markets. Localizing your content means tailoring your message, language, and cultural references to appeal to your target audience in a particular region or country. Not only does this process improve your brand's communications with customers, it also shows that you understand and respect their culture. For example, if you market handmade items in Japan, you will need to translate your content into Japanese and use visuals that appeal to Japanese consumers. Plus, you can tailor your marketing strategy to meet the unique preferences and behaviors of your target market. By localizing your marketing content, you can increase your chances of success in international markets and increase sales of your handmade items.

Leverage Social Media: 

Using social media is an effective marketing strategy to promote handmade items in the international market. By establishing a strong online presence through social media platforms, craft sellers can reach a wider audience, showcase their unique products, and build relationships with potential customers. Social media offers an affordable and accessible way to market handmade products, allowing sellers to share their brand stories, showcase product features and highlight customer feedback. Connecting with followers through social media enables sellers of handmade goods to build customer loyalty, increase brand awareness and boost sales in international markets. Consistent and strategic use of social media can help craft sellers overcome geographic barriers and establish a global presence.

Attend Trade Shows:

Attending trade shows is a very effective marketing strategy to promote handmade items in the international market. These events are an opportunity to present your products to a large number of potential buyers and to network with other industry professionals. Attending a trade show is also a valuable learning experience, giving you insight into industry trends, market demands, and competitor strategies. To maximize engagement, it's important to plan ahead and invest in high-quality booth designs and marketing materials that effectively showcase your products. Interacting with visitors, offering product demonstrations and samples, and following up on leads can also help generate interest and build lasting relationships with prospects.

Partner With Local Retailers: 

Partnering with local retailers is an effective marketing strategy to promote handmade items in the international market. By partnering with a retailer in your target country, you can leverage its existing customer base and distribution network to reach a wider audience. This approach also gives you insight into local market trends, preferences, and regulations. To get the most out of this strategy, it's important to identify retailers that align with your brand values ​​and are successful in your target market. Building strong working relationships with your retail partners also helps ensure your products are well-represented and promoted in stores and online.

Focus On Quality And Durability: 

Focusing on quality and durability is a very effective marketing strategy when promoting handmade items in international markets. Customers are increasingly concerned about the environmental impact of the products they buy and the conditions under which they are produced. By emphasizing the high quality and eco-friendliness of handmade items, you can attract customers who put these values ​​first. Additionally, emphasizing sustainability helps differentiate your product from mass-produced products and highlights the uniqueness and craftsmanship of your product. Communicating your commitment to quality and sustainability through your marketing materials, such as product descriptions, packaging, and social media content, is important to help build a loyal customer base that values ​​these attributes.

Offer Discounts And Promotions: 

Developing a strong marketing strategy for customer service is crucial when promoting handcrafted items in international markets. First, it is important to conduct market research to understand the local culture and customer preferences. Then ensure that product descriptions and websites are translated accurately and appropriately for the target market. Providing excellent customer services, such as easy communication channels, quick response times, and hassle-free returns or exchanges, will increase customer satisfaction and loyalty. Using social media platforms to connect with customers and showcase your product's unique features will increase brand awareness and recognition. Finally, offering incentives such as promotions or discounts to loyal customers will help build customer loyalty and encourage word-of-mouth referrals.

By implementing these marketing strategies, you can effectively promote your handmade items in the international market and grow your business globally.

What are the four global marketing strategies? The company uses a variety of global marketing strategies to attract customers from around the world. Here are four of the most common:

Standardization: This approach involves creating a standard and consistent marketing mix across all markets. Businesses using this strategy typically create a unique marketing campaign, product design, pricing strategy, and distribution plan that are used globally.

Localization: This approach consists of adapting the marketing mix to the needs of each local market. Companies using this strategy will tailor their marketing campaigns, product design, pricing, and distribution to meet the specific needs and preferences of customers in each market.

Globalization: This approach involves creating a consistent global brand across all markets, but with some customization to suit local preferences. Companies using this strategy will develop global marketing campaigns and product designs but allow for some variation in pricing and distribution to meet local market conditions.

Transcreation: This method involves creating culturally relevant and engaging marketing campaigns for customers in each local market. Companies using this strategy typically work with local marketing teams to tailor campaigns to the specific needs and preferences of customers in each market.

What are the marketing risks? Marketing is an essential function of a business to promote its products and services. However, it also comes with risks that some companies should be aware of. One of the biggest risks is the possible negative image of the brand. This can happen if marketing messages are deemed dishonest or manipulative. Another risk is the potential for legal issues if marketers use false or misleading advertising claims. There is also the risk of overspending on marketing campaigns without generating an adequate return on investment. Finally, there is a risk of not keeping up with changing customer preferences, which can lead to lower sales and loss of market share. Companies must manage these risks carefully to ensure that their marketing efforts are effective and aligned with their business goals.

How does marketing strategy lead to success? Marketing strategy is essential to the success of any business, regardless of size. A well-planned and executed marketing strategy can help a business reach its target audience, increase brand awareness, and ultimately drive sales. By identifying the needs of their target market, businesses can tailor messaging and promotions to attract their ideal customers. Additionally, using various marketing channels such as social media, email marketing, and paid advertising can help reach a wider audience and increase brand awareness. Consistency and persistence in marketing efforts can also build customer trust and loyalty, which leads to repeat business and positive word-of-mouth referrals. Overall, a solid marketing strategy can help a business stand out in a competitive market and achieve long-term success.


In conclusion, marketing handicraft products in international markets requires a well-thought-out and well-planned strategy. In order to effectively market your product, it is important to understand your target market, cultural differences, and competition. Using online platforms, such as social media and e-commerce sites, can be a powerful tool to expand your reach and connect with customers around the world. Networking with other manufacturers and attending trade shows can also provide valuable opportunities for growth and exposure. Providing excellent customer service and ensuring product quality are key to building customer loyalty. Ultimately, by implementing these marketing strategies and staying true to your brand and values, you can successfully promote and sell your handmade items in international markets.

I Understand

By continuing to use this site you consent to the use of cookies.

Know More.