Workshop outline

Welcome & Introduction (10 mins)

• Introductions and workshop goals
• Icebreaker: How participants are currently marketing online

What is Digital Marketing? (15 mins)

• Clear definition: More than social media — includes:
• Website
• Social media
• Email marketing
• SEO
• Online ads
• Content creation
• Why it matters for the craft/creative sector
• How digital marketing levels the playing field for small creators

Understanding Your Target Audience (20 mins)

• What is a target audience?
• Why knowing your audience is essential for ROI
• Key things to know: Age, interests, buying behavior, where they spend time online
• Tools for audience insights: Google Trends, Meta Audience Insights, Surveys and customer feedback
• Mini Activity: Creating a simple audience persona for your brand

Creating a Marketing Strategy (20 mins)

• What is a strategy (vs. random posting)
• Define your business goals (sales, traffic, email signups)
• Align your marketing goals
• Understanding your competition
• How to analyse competitors’ digital presence
• Mini Activity: Write 1-2 marketing goals for the next 3 months

Content Marketing: What Will You Share? (15 mins)

• The importance of storytelling in craft
• Types of content: Behind the scenes, Product demos, Tutorials, Customer testimonials
• Content calendar basics

Choosing the Right Platforms (15 mins)

• Overview of key platforms: Instagram, Facebook, TikTok, Pinterest, Email
• Matching platform to audience and content type
• How often to post and what works best