How to Use Social Media to Grow a Niche Business: The Case of My Home-Based Business

In 2017, I took a leap of faith and launched my first Instagram page, Jazzhandmades, to showcase my handmade crafts. I shared a mix of doodles, handmade cards, and an explosion box, unsure of the response I’d receive. To my surprise, my very first sale came from a friend who saw one of those cards and wanted to buy it. This experience was both unexpected and incredibly fulfilling, motivating me to explore the possibility of turning my hobby into a niche business.

I started experimenting with new designs and took advice from friends and family, gradually seeing interest in my work grow. To reach a wider audience, I began thinking strategically about using Instagram. I optimized my profile by making it public, writing a clear bio, and researching similar craft pages for inspiration. Without even realizing it, I was conducting competitive analysis, a skill that would eventually lead me to pursue digital marketing professionally. This hands-on experience helped me become a freelance digital marketer in Kochi, learning everything from profile optimization to customer engagement on the go.

Over the past seven years, I’ve continuously adapted my Instagram page — refining my bio, changing my product lineup, and experimenting with content. This was a journey of trial and error rather than formal social media marketing training, and each step taught me valuable skills. I learned how to communicate with customers, build relationships, and grow my confidence in promoting my business. Jazzhandmades expanded onto WhatsApp and Facebook, while setting up a Google My Business profile helped me attract local customers in Kochi, long before I fully understood concepts like local SEO.

Now, looking back, I realize that growing Jazzhandmades through social media helped me become a freelance digital marketer in Kochi, equipping me with the skills to support other small businesses. Here are some strategies I’ve learned along the way for using social media to grow a niche business:

How to Use Social Media to Grow a Niche Business

1. Optimize Your Profile

Your social media profile is essentially your business card. Make it public, write a clear bio, and include relevant keywords to attract the right audience. For Jazzhandmades, I used keywords like “handmade cards” and “custom crafts.” This helped position me in the market and attract those searching for niche handmade gifts.

2. Engage with Your Audience

Consistency in posting is essential, but so is engagement. I actively interact with followers through comments, direct messages, and stories. Building these connections has fostered trust and encourages repeat business, which is essential for a niche business to thrive.

3. Leverage Visual Storytelling

For a craft-based business, the visual nature of Instagram is a perfect fit. High-quality photos and videos showing the creation process, behind-the-scenes content, and final products help create a personal connection with the audience.

4.Competitive Analysis

Studying competitors is a great way to understand what resonates with your target audience. In the beginning, I explored other craft pages to learn how they showcased their work and engaged followers. This experience eventually led me to become a freelance digital marketer in Kochi, as I gained skills in competitor research, content creation, and engagement without even realizing it.

Though Jazzhandmades may not be highly profitable yet, I’ve built a small but loyal customer base, making it a recognizable name in the niche. This journey helped me gain valuable insights and laid the foundation for my current path as a freelance digital marketer in Kochi, enabling me to help other businesses grow their online presence.