A Quick Guide to Digital Marketing for Creatives

I’m just going to say it: “marketing for creatives” can feel like a four-letter word. You want to be making, not stuck in spreadsheets or trapped in some annoying sales funnel that makes your skin crawl. I get it. But while I am also a creative (knitting is my jam), I am also a digital marketer with more years of experience than I want to say. So I am uniquely qualified to help connect your creative side to your marketing needs.

I put this guide together for the makers, the artists, the designers, the multi-hyphenate dreamers who are building something beautiful (and sometimes messy) from the ground up. It’s digital marketing, yes, but I did my best to make it creative, aligned, and non-cringey.

5 Easy Ways to Tackle Marketing for Creatives

Marketing gets loud. It gets pushy. And honestly? Most of it wasn’t made for creatives like us. If you’re someone who wants to create more than you want to promote, I see you. Good news: there’s a better way. Here’s how to approach marketing when you’re a creative first and a marketer… reluctantly second.

1. Start With Connection, Not Conversion

Forget “target audiences.” Think community. Who are you creating for? Who lights up when they see your work? Start there.

Instead of stressing over metrics (data is important, but it’s not everything), focus on real conversations. Comment back. Reply to DMs. Share behind-the-scenes photos, messy drafts, or inspiration boards. Let people into your process; it builds trust and creates actual relationships, which is the real secret to long-term growth.

Try this:

Post a time-lapse of your process on Instagram and ask your followers what they see in the piece.
Share a story about how a creative block turned into a breakthrough.
Ask your audience to help you name a new piece, product, or design. They’ll feel invested and you’ll get fresh ideas.

2. Build a Brand That Feels Like You

You don’t need a 40-page brand strategy doc. You need three things:

A clear vibe
A consistent voice
A strong why

Your brand should feel like a natural extension of your creative work, not a costume you put on to “look professional.” Consistency wins here. If your art is bold and bright, let your website and social feed reflect that. If your vibe is soft and thoughtful, lean into that across platforms.

Pro tip: Stop copying trends that don’t match your energy. Trends are loud. Resonance is powerful.

3. Pick One Platform, and Go All In

Trying to “be everywhere” is the fastest route to burnout. Pick one platform where your people actually hang out, and go deep. Learn what works. Experiment. Build habits. Once you’ve got traction, then you can think about branching out.

Instagram works for visual creatives; TikTok can be gold for process and personality. Pinterest is perfect if your work is evergreen and aesthetic. And if you love words? Email newsletters are the unsung hero. Yes, still. Really!

What to post?

Your process
Your tools
Work-in-progress shots
What inspires you
The why behind a recent piece

No need to overthink it. Show up. Be real. Repeat.

4. Create Once, Repurpose Everywhere

You don’t have to start from scratch every time. One good blog post can become:

3 Instagram captions
1 Reel or TikTok
A pin on Pinterest
A section of your email newsletter
A talking point for a livestream

This is how you stay visible without losing your mind. Creatives are idea machines. You’re already creating magic. The trick is learning how to stretch it without it feeling like recycled content.

5. Sell Without Selling Your Soul

Marketing for creatives doesn’t have to mean shouting “BUY MY STUFF” into the void. Instead, focus on making connections and telling the story behind your work. Share the intention. Invite people in.

Instead of “Shop my new collection!” try:

“I made this piece during a tough time. It helped me feel grounded. I hope it does the same for someone else.”
“This print was inspired by a dream I had. I turned it into something real… It’s available now in my shop.”

People want to buy from humans, not brands. The more you can bring your full, imperfect, creative self into your marketing, the more your people will find you.

You Don’t Have to Market Like Everyone Else

Marketing for creatives should feel like you. If something feels off or icky, you’re allowed to skip it. There’s no one right way, just the right way for you.

So, start where you are. Then, use what you have. And say what’s true. That’s more than enough.