With the digital landscape evolving rapidly, even the most established craft businesses need to adapt to new content strategies to stay competitive.
The craft and trade sector is rooted in tradition, precision, and skill. However, with the digital landscape evolving rapidly, even the most established craft businesses need to adapt to new content strategies to stay competitive. Engaging content, particularly video, is no longer optional—it’s a vital tool for showcasing craftsmanship, attracting new customers, and standing out in an increasingly digital marketplace. In this blog post, we’ll explore how craft and trade businesses can leverage digital content, including video, to connect with modern audiences, appeal to younger demographics, and build a stronger online presence. We’ll also dive into two case studies from Fraem’s portfolio that illustrate how we’ve helped craft businesses transform their operations through content.
Why the Craft and Trade Sector Needs a Digital Makeover
The craft and trade industries, often rooted in traditional business models, are now faced with a digital reality that demands change. Whether you’re a local furniture maker, a landscape designer, or a retailer of garden equipment, the online marketplace is where many of today’s customers first encounter your brand. In 2023, having a strong digital presence is no longer a luxury—it's a necessity.
The Growing Importance of Digital Presence
For many craft businesses, the focus has long been on the quality of the work. While the quality of craftsmanship remains essential, digital content is what allows businesses to communicate that quality to a wider audience. Consumers today expect to find brands online, whether they’re browsing social media, looking up customer reviews, or watching product demos.
In fact, a 2023 report by HubSpot found that 72% of consumers prefer learning about a product or service through video. Businesses that fail to embrace this shift risk being overshadowed by competitors who have already transitioned to digital-first strategies.
(Related post: Why Businesses Can No Longer Ignore Video Marketing – Learn why video marketing is crucial for modern businesses and how it’s transforming the way consumers engage with brands.)
Adapting to New Customer Expectations
Modern consumers, particularly younger generations, engage with brands differently than before. Millennials and Gen Z make up a significant portion of today's consumer market, and these demographics are not only highly digital-savvy but also value authenticity. They expect businesses, even traditional craft and trade companies, to have a presence on social media, to communicate their values through visual content, and to engage with them directly online.
Craft businesses that take steps to modernize their content strategies are more likely to attract these younger consumers, driving new business and fostering brand loyalty in the long term.
(Related post: The Shift to Short-Form Content: Reaching Audiences on Instagram, TikTok, and YouTube Shorts – Explore how short-form video can be a game-changer for brands looking to connect with modern consumers.)
Telling Your Brand’s Story Through Video
Video is one of the most powerful tools available to craft and trade businesses because it allows them to visually showcase the care, skill, and passion behind their work. This is especially important for industries where the quality of craftsmanship is a core value. By using video content to tell their brand’s story, craft businesses can connect emotionally with their audience and differentiate themselves from competitors who may offer similar products or services but lack the same level of authenticity.
The Power of Storytelling
Storytelling is the key to creating engaging content. For craft businesses, video can capture the entire journey of creation—from raw materials to the finished product. Showing the process, rather than just the end result, helps customers appreciate the expertise involved and establishes a deeper connection with the brand. In an era where consumers are increasingly drawn to businesses with clear values, video storytelling allows you to highlight what makes your brand unique, whether that’s a commitment to sustainability, local craftsmanship, or innovative techniques.
For example, a woodworking business could create videos that show the intricate process of carving a piece of furniture, while narrating the history and craftsmanship behind each step. This approach appeals not only to customers but also to potential employees who want to be part of a company that values high-quality work.
Behind-the-Scenes Content
One of the most effective ways to engage an audience is by offering a glimpse behind the scenes. Whether it’s a landscape design firm showing the planning stages of a garden transformation or a retailer offering a sneak peek into the latest products before they hit the shelves, behind-the-scenes content adds a human touch to your brand. It gives potential customers a sense of trust and transparency, making them more likely to choose your business over competitors.
Craft businesses should take advantage of video to pull back the curtain on their operations. For instance, a company like Endress – Motorgeräte can use video to showcase how they repair and service garden equipment, demonstrating expertise and building confidence with both B2B and B2C customers.
(Related post: Humans at the Core of Great Marketing Content – Understand why human-centered content is key to building emotional connections with your audience.)
How to Appeal to a New Generation of Customers
As craft and trade businesses evolve, one of the biggest challenges they face is attracting younger generations. Millennials and Gen Z consumers have different expectations than older generations, particularly in how they interact with businesses online. They value authenticity, transparency, and—most importantly—digital engagement.
Attracting Younger Audiences
Younger generations are more likely to follow brands that actively engage with them online, particularly through platforms like Instagram, TikTok, and YouTube. Craft businesses can no longer afford to be passive observers of the digital world; they need to participate by sharing their story, offering helpful content, and showing the real people behind the business.
For example, a landscaping company like Ab durch die Hecke could use Instagram Reels and TikTok to show off quick before-and-after garden transformations, share tips on landscape design, or showcase the tools they use for their projects. These short, engaging videos can capture the attention of younger consumers, who are more likely to share and engage with visually compelling content.
In this case, Fraem worked closely with Ab durch die Hecke to create a strong employer branding strategy that appealed to skilled labor, a demographic that is particularly hard to attract in the craft and trade sector. By highlighting the company’s youthful, dynamic work environment through video content, Fraem helped the company scale its workforce and increase its industry presence.
Embracing Social Media
For craft businesses, social media platforms offer an excellent opportunity to reach new audiences. Instagram, for instance, is highly visual and ideal for showcasing craftsmanship, while TikTok’s short-form content makes it perfect for quick tutorials or behind-the-scenes insights.
By strategically creating content for these platforms, craft businesses can stay relevant, engage with younger audiences, and build a loyal following. Social media also allows for direct interaction with customers, giving businesses the chance to respond to inquiries, share user-generated content, and participate in conversations that are relevant to their industry.
(Related post: The Fun Side of Content Production: Why It Matters – Learn how having fun with your content creation can lead to better outcomes and stronger engagement.)
This covers the first three sections. Let me know if you’d like any changes or additions, or if you'd like me to continue with the next sections, where we’ll dive into types of content, and the case studies of Ab durch die Hecke and Endress – Motorgeräte!
Types of Engaging Content for Craft and Trade Businesses
Craft and trade businesses have a unique advantage when it comes to creating content: they can showcase the quality and authenticity of their work in ways that resonate deeply with their audience. By choosing the right types of content, businesses in this sector can build trust, attract new customers, and enhance their digital presence. Here are a few content formats that can help craft and trade companies engage with their audience.
1. Video Tutorials and Product Demos
One of the most effective ways for craft and trade businesses to engage their audience is through video tutorials and product demonstrations. Tutorials can educate customers about the proper use and maintenance of products, while product demos can highlight the unique features and benefits of the products or services offered.
For example, a company like Endress – Motorgeräte could create product demo videos that show how their Stihl chainsaws or John Deere tractors perform in real-life scenarios. This type of content not only showcases product quality but also helps potential customers make informed purchasing decisions. Additionally, tutorials on how to maintain and repair garden equipment can position the company as an authority in the industry.
2. Customer Testimonials and Case Studies
Customer testimonials are powerful tools for building trust. Potential customers often rely on the experiences of others to make purchasing decisions, and showcasing real-life success stories can significantly boost credibility. Video testimonials featuring satisfied customers provide a genuine, authentic representation of your products or services.
For craft businesses, case studies are another excellent way to highlight successful projects. A landscaping company like Ab durch die Hecke could use video case studies to show the full transformation of a garden project, from the initial design to the final product. This not only demonstrates the company’s skill but also gives potential clients a clear idea of what to expect.
(Related post: The Power of Video to Build Brand Awareness – Discover how video content can enhance your brand’s recognition and establish credibility with your audience.)
3. Interactive Content
Engaging your audience with interactive content is another way to build a strong connection. Craft and trade businesses can use polls, quizzes, or even augmented reality (AR) features to engage customers in a fun and meaningful way.
For instance, a craft furniture maker could use Instagram polls to ask followers which design elements they prefer, or a garden equipment retailer could create a quiz to help customers find the best tool for their needs. Interactive content like this not only increases engagement but also provides valuable insights into customer preferences.
4. Behind-the-Scenes Videos
As we mentioned earlier, behind-the-scenes content offers a unique opportunity to connect with your audience on a personal level. By giving customers a glimpse into the production process, craft and trade businesses can highlight the craftsmanship, attention to detail, and passion that go into their work.
This type of content can also be used for employer branding, showing potential hires the company culture, work environment, and opportunities for growth within the business. By doing so, craft businesses can attract skilled professionals who are passionate about the industry, helping them grow and scale their operations.
Case Study: “Ab durch die Hecke” – Scaling Operations Through Employer Branding
The Challenge: Attracting Skilled Labor in a Competitive Market
One of the main challenges in the craft and trade sector is the difficulty in attracting skilled labor. In an industry that relies heavily on specialized human resources, this can be a major roadblock to growth. Ab durch die Hecke, a young landscaping company based in Munich, faced this challenge head-on as they sought to scale their operations and compete with larger, more established firms.
The Strategy: Building a Strong Employer Brand
Fraem worked closely with Ab durch die Hecke to develop a strong employer branding strategy aimed at attracting qualified professionals to join their growing team. The core focus was on showcasing the company's dynamic work environment and modern approach to landscaping through engaging video content.
We produced a series of employer branding videos that highlighted the youthful, collaborative nature of the team, as well as the unique opportunities for growth and development within the company. These videos were shared across social media platforms like Instagram and LinkedIn, helping the company appeal to skilled professionals who might not have otherwise considered a career in landscaping.
The Result: Significant Operational Growth
The results were impressive. With a strong employer branding strategy in place, Ab durch die Hecke was able to attract and retain skilled workers, which directly contributed to their ability to take on more projects and secure collaborations with industry-leading companies. The company’s workforce grew substantially, enabling them to scale their operations and meet the increasing demand for their services.
This case highlights the critical role that employer branding and digital content can play in overcoming one of the biggest challenges faced by businesses in the craft and trade sector—access to specialized talent.
Case Study: “Endress – Motorgeräte” – Growing Awareness in the B2B and B2C Markets
The Challenge: Expanding Reach in Both B2B and B2C Sectors
Endress – Motorgeräte, a garden and municipal technology retailer, was looking to expand its reach in both the B2B and B2C markets. Their goal was to increase brand recognition and position themselves as a leader in the sale and repair of equipment like Stihl chainsaws and John Deere tractors. However, they needed a modern content strategy that could effectively communicate their expertise to both business clients and consumers.
The Strategy: A Multi-Platform Content Approach
Fraem developed a comprehensive content strategy that leveraged video tutorials, product demonstrations, and customer testimonials to appeal to both B2B and B2C audiences. For the B2B sector, we created detailed product demo videos that highlighted the technical specifications and advantages of their equipment, positioning Endress – Motorgeräte as an industry expert.
For the B2C market, we focused on creating engaging, easy-to-understand tutorials and maintenance guides that helped consumers get the most out of their purchases. Additionally, we produced customer testimonial videos featuring satisfied business clients and consumers who had successfully used the company’s products for both personal and professional purposes.
The Result: Increased Brand Recognition and Engagement
The content strategy proved highly effective. Endress – Motorgeräte saw a significant increase in engagement across their social media channels and website. Their product demo videos and tutorials attracted attention from both business clients and individual consumers, while the customer testimonials helped build trust and credibility in both markets.
As a result, the company expanded its customer base, strengthened its position in the industry, and increased overall brand recognition in both the B2B and B2C sectors.
How Fraem Helps Craft and Trade Businesses Adapt to the Digital Age
As the craft and trade sector evolves, the businesses that succeed are those that can blend their traditional craftsmanship with modern content strategies. At Fraem, we understand the unique challenges that craft and trade companies face, from attracting skilled labor to expanding their customer base in a highly competitive, digital-first world. Our approach is to help businesses in this sector embrace digital marketing without compromising their core values.
1. A Tailored Approach to Video and Content Strategy
At Fraem, we specialize in creating content strategies that reflect the authentic values of craft and trade businesses. Whether it’s showcasing the craftsmanship behind your products or telling the story of your brand, we help companies communicate their strengths through engaging video content, social media strategies, and targeted digital marketing.
For example, our work with Ab durch die Hecke highlighted the importance of strong employer branding in attracting skilled professionals to their team, allowing them to scale their operations. We used video content to showcase the company’s vibrant work culture, helping them stand out in a crowded market and build a reputation as an industry leader.
Similarly, with Endress – Motorgeräte, we helped the company expand its reach in both the B2B and B2C sectors by developing a video content strategy that appealed to both business clients and consumers. By focusing on product demonstrations, tutorials, and customer testimonials, we were able to increase the company’s brand recognition and credibility across both markets.
2. Staying True to Your Craft While Embracing Modern Trends
Craft and trade businesses have rich histories, and we believe that modern content strategies should amplify—not overshadow—that heritage. Our goal is to create content that reflects the skill, passion, and dedication behind your products or services while using modern tools like short-form video, mobile optimization, and social media to reach a wider audience.
We ensure that your content is not only visually compelling but also optimized for the platforms that matter most. Whether it’s Instagram Reels, TikTok videos, or YouTube Shorts, we tailor each piece of content to fit the platform, ensuring maximum engagement and reach.
3. End-to-End Content Solutions
Fraem offers end-to-end content solutions that handle every aspect of your digital marketing strategy. From ideation and content creation to distribution and performance tracking, we ensure that your content drives real results for your business. Our approach includes:
Video production: From behind-the-scenes content to customer testimonials, we create high-quality video content that resonates with your audience.
SEO and digital marketing: We optimize your content for search engines and ensure it’s tailored for local SEO, helping you attract nearby customers.
Social media strategy: We help you build a consistent, engaging presence on platforms like Instagram, TikTok, and YouTube, ensuring that your business stays top of mind for potential customers.
At Fraem, we’re dedicated to helping craft and trade businesses thrive in the digital age. We combine modern marketing tools with an understanding of your unique industry, creating content that not only attracts attention but also builds lasting connections with your audience.
Ready to bring your craft and trade business into the digital age? Contact Fraem today to discuss how we can create a content strategy that showcases your craftsmanship, builds your brand, and helps you grow your business.
Optimizing Your Content for Mobile and Local SEO
To maximize the impact of your content, especially for craft and trade businesses that rely on local customers, it’s essential to optimize for both mobile and local SEO. Here’s why these two factors are crucial for success in today’s digital landscape.
Mobile-First Content
With over 60% of web traffic coming from mobile devices, optimizing your content for mobile is no longer optional. This means ensuring that your website, videos, and social media posts are all mobile-friendly. Mobile users want fast, easy-to-navigate content that provides immediate value.
For example, video tutorials and product demos should be optimized for mobile viewing, ensuring they load quickly and display correctly on small screens. Likewise, make sure your website and e-commerce pages are responsive, allowing customers to browse and make purchases easily from their smartphones.
Leveraging Local SEO
For craft and trade businesses, local SEO is particularly important. Most customers search for nearby services, such as “garden equipment retailers near me” or “landscaping companies in Munich.” By optimizing your website and content for local search terms, you can increase your visibility among local customers who are actively seeking your products or services.
This includes:
Creating location-based content (e.g., “Top Landscaping Tips for Munich Homes”).
Ensuring your business information (address, contact details) is consistent across all online platforms.
Encouraging customer reviews on Google and other review sites, which boost your local search rankings.
These sections cover types of content and two detailed case studies of Ab durch die Hecke and Endress – Motorgeräte. Let me know if you'd like any changes or if I should proceed with the final section, where we discuss Fraem's tailored approach for helping craft and trade businesses succeed in the digital age.
Frequently Asked Questions!
The Fun Side of Content Production: Why It Matters
Content creation is often seen as a technical process—one that requires planning, strategy, and execution. However, there’s an essential element that is overlooked: fun.
Why Businesses Can No Longer Ignore Video Marketing
Whether it’s short-form videos on TikTok and Instagram or long-form brand storytelling, video content is now the gold standard in content marketing.
The Shift to Short-Form Content: How to reach your audience
These bite-sized videos, often no longer than 60 seconds, are ideal for capturing attention in a fast-paced digital landscape where consumers crave quick, digestible content.
