Finding What Works: My Small Business Marketing Journey So Far
Running a small business means juggling a little bit of everything—creative direction, marketing, budgeting, fulfillment, and constant learning. As someone who designs custom products using on-demand printing, I’ve been on a journey to figure out what works best when it comes to growing my brand and getting my designs into the hands of people who love them. And I’m doing it all while trying to keep costs low and learn as I go.
SEO and Keywords Are Game-Changers
Let’s start with one of the biggest lessons: SEO matters. The more intentional I am with my keywords—using product titles, tags, and descriptions that real customers might type into a search bar—the more traffic I see. I focus on being clear, not clever. Phrases like “coastal embroidered hoodie” or “funny ghost tote bag” help the right customers find exactly what they’re looking for (and hopefully, it’s mine!).
Business Cards Still Work
I leave branded business cards with QR codes at local coffee shops, boutiques, and community spaces. It’s a small gesture, but it helps build local visibility and connect with people who love to shop small. I’ve had people message me saying they found me at their favorite coffee spot, which is always a win.
Social Media Is My Daily Touchpoint
I promote my shop on Instagram, TikTok, and Facebook, using each platform differently:
Instagram is my curated brand space.
TikTok is where I experiment with trends and show more personality.
Facebook is useful for niche communities and local engagement.
Sharing behind-the-scenes, new product drops, and customer shoutouts keeps things feeling real and builds trust with my audience.
Ads on a Budget: Learning as I Go
I’ve experimented with small-budget ads on Etsy, Instagram, and Facebook. Here are my latest Etsy ad results:
Views: 38.7K
Clicks: 769
Orders: 4
Revenue: $99.10
Ad Spend: $155.62
While the numbers show a loss in this round, the data is incredibly helpful. I’m learning which listings get clicks, what headlines grab attention, and where my best traffic is coming from. Every ad gives me more insight.
On-Demand Printing = Flexible + Low-Risk
One of the smartest choices I made early on was choosing on-demand printing. It allows me to launch new designs without investing in inventory upfront. When someone places an order, it gets printed and shipped automatically, which saves time and minimizes risk. It also gives me room to test trends, tweak ideas, and focus more on marketing and design.
Learning Margins, Pricing & Profit
Another area I’ve been diving into is understanding costs, profit margins, and pricing strategy. On-demand printing is convenient, but it means my base costs are higher than wholesale or bulk orders. I’ve had to:
Calculate all fees (Etsy, payment processing, shipping, production).
Understand what I need to charge to make a sustainable profit.
Find the balance between competitive pricing and valuing my work.
Pricing is a moving target—but I’ve learned that charging based on value (not just cost) is essential if I want this business to grow and sustain.
What’s Next?
I’m still in the learning phase, but every click, sale, and lesson brings me one step closer to building the brand I envision. For now, I’m focused on:
Honing my SEO and product listings.
Creating content that connects.
Testing low-cost ad strategies.
Understanding and improving my margins.
If you're on a similar journey, my advice is this:
Track everything—from clicks to costs.
Don’t be afraid to test.
Keep your overhead low where you can (on-demand printing helps).
Your time, creativity, and energy all have value—price accordingly.
Thanks for being part of this ride with me. Want to see what’s new in the shop? https://www.etsy.com/shop/ShopTMSG
