When you’re running a creative business (like selling crystals, handmade art, or offering wellness services) marketing often feels like a necessary evil. You need it to grow, but it can quickly become overwhelming, especially when you’re trying to balance inventory, customer service, and the creative work you actually want to do. That’s exactly how one of our clients, a crystal shop owner, felt when she came to us.

This client wasn’t new to running her business, but marketing had always been sort of “easy” because she hit a stride on Instagram back during the pandemic. She realized that wasn’t enough by mid 2024 when her usual crowd was fatigued and Instagram growth had suuuuper slowed down. She was overwhelmed, frustrated, and unsure of where to go. Here’s what we did to help… and the steps you can take to make marketing work for you.

Step 1: Focus on the Foundation… Your Website

Your website is open 24/7. If it’s not optimized, you’re missing out on potential customers who are already searching for what you offer. For our client, the first step was making her website work harder for her business. Here’s how we did it:

Audit the Homepage

We started with her homepage, asking:

• Does it clearly explain what she offers?

• Is there a compelling call-to-action (CTA), like “Shop Now” or “Learn More”?

• Does it reflect her brand’s vibe… magical, welcoming, and trustworthy?

For her, we updated the headline to speak directly to her audience: “Crystals for Clarity, Healing, and Balance” We also added a clear CTA button: “Shop Crystals Now.”

Optimize for SEO

Next, we researched what her ideal customers were searching for online. This included phrases like:

• “Where to buy crystals near me”

• “How to cleanse crystals”

• “Best crystals for anxiety”

We made sure these keywords appeared naturally in her homepage text, meta description, and image alt tags. For example:

• Her meta description became: “Shop healing crystals for anxiety, clarity, and balance. Find ethically sourced stones and learn how to use them.”

• We renamed her homepage images from generic names like IMG_1234.jpg to amethyst-crystal-healing.jpg.

Step 2: Optimize Product Listings

Many creative business owners underestimate the power of well-written product listings. For our client, this was huuuuge. Here’s what we did:

Add Descriptive Titles

Instead of generic names like Rose Quartz, we used titles that included keywords:

• “Rose Quartz Tower for Self-Love and Healing”

• “Amethyst Cluster for Clarity and Stress Relief”

Write Detailed Descriptions

We created descriptions that weren’t just about the product but also about its benefits. For example:

• “This rose quartz tower is perfect for promoting self-love, emotional healing, and a sense of calm. Ethically sourced and hand-selected for its quality, it’s a must-have for your crystal collection.”

Include FAQs

We added a mini FAQ section to each product page, answering questions like:

• “How do I cleanse this crystal?”

• “What are the best ways to use this stone?”

This not only provided value to her audience but also boosted her SEO.

Step 3: Create Value Through Blogging

Blogging is one of the best ways to build trust with your audience and improve your SEO. For our client, we created blog posts that answered common questions her customers had, such as:

• “How to Cleanse Crystals: A Beginner’s Guide”

• “Best Crystals for Anxiety and Stress Relief for Nurses”

• “How to Choose the Perfect Crystal for Your Work Space”

These blogs served multiple purposes:

1. They helped her website rank higher for relevant search terms.

2. They positioned her as an expert in the crystal space.

3. They gave her social media followers something valuable to click on.

Step 4: Implement Microdose Marketing

The idea of doing all the things at once can feel paralyzing, so we broke her marketing into manageable steps. These “microdoses” were small tasks that she (or we) could complete in under 20 minutes, including:

Microdose 1: Update One Product Listing

Choose a best-selling product and:

1. Add a descriptive title with keywords.

2. Rewrite the description to focus on benefits.

3. Add a question to the FAQ section.

Microdose 2: Write a Quick Blog Outline

1. Choose a common customer question.

2. Brainstorm 3-5 key points to answer it.

3. Write one or two sentences for each point.

Microdose 3: Create a Social Media Post

Repurpose blog content by pulling out a tip or quote. For example:

• Post: “Did you know cleansing your crystals under the full moon is one of the most effective methods? Learn more here: [link].”

Step 5: Build a Consistent Email Strategy

Many small business owners neglect email marketing, but it’s one of the most effective tools for engaging your audience. For our client, we created a simple email strategy:

• Welcome Email: Introduced her brand and included a discount code for first-time buyers.

• Weekly Tips: Shared quick, valuable insights about crystals, like “3 Simple Ways to Use Amethyst.”

• Product Spotlights: Highlighted one product each week with a link to shop.

Step 6: Analyze and Adjust

Marketing isn’t a one-and-done deal. It’s a process of testing, learning, and improving. For this client, we set up Google Analytics and Shopify reports to track:

• Which blog posts were driving the most traffic.

• Which product pages had the highest conversions.

• What her email open and click rates looked like.

Using this data, we doubled down on what worked and pivoted where necessary.

The Results

In less than twelve months:

• Her organic website traffic doubled.

• She saw a 30% increase in online sales.

• Customers were spending more time on her website, exploring her blog and product pages.

Most importantly, she felt like marketing was no longer an energy drain. By focusing on her website and breaking tasks into small, actionable steps, she found a sustainable way to grow her business.

Takeaways for Your Business

If you’re feeling overwhelmed by marketing, remember:

1. Start with your website.

2. Focus on small, manageable tasks that build momentum.

3. Provide value to your audience through helpful content.

Need help getting started? At Swoco Studio, we specialize in making marketing feel less chaotic and more aligned with your goals.