When most people think of LinkedIn, they picture resumes, B2B networking, and industry updates—not handmade jewelry or custom pet portraits. But if you’re a product-based business owner or artisan selling on Etsy (or any online marketplace), LinkedIn can be an underutilized platform for making professional connections, attracting bulk buyers, and staying top-of-mind during key gift-giving seasons.
The key? Promote your products in a way that aligns with LinkedIn’s professional tone and audience.
Here’s how to use LinkedIn strategically—and professionally—to promote your online shop.
Share the Story Behind Your Work
Instead of posting “Buy my product!” type content, use LinkedIn to showcase the why behind your work.
- Talk about the inspiration for a recent collection.
- Share photos from your creative process.
- Explain how you juggle entrepreneurship with other responsibilities.
- Highlight how your handmade or digital product solves a real-world problem.
This builds trust, sparks conversation, and positions you as a thoughtful creator—not just a salesperson.
💡 Post Example:: “I created this personalized desk organizer for a client who was tired of boring office accessories. Now she’s getting compliments in every Zoom meeting—and it’s a reminder that functional items can also be beautiful.”
Emphasize the Professional Value of Online Shopping
LinkedIn users are busy professionals—so speak to that! Highlight how your products help solve their everyday problems or make life easier.
- Talk about how your digital planners save time.
- Mention how personalized gifts reduce last-minute shopping stress.
- Promote the benefits of online shopping: convenient, quick, and often more thoughtful than mass-produced alternatives.
💡 Post Example: “Running short on time? Online shopping isn’t just for holiday rush. It’s a lifesaver for busy professionals year-round. I offer unique, ready-to-ship gifts that show appreciation for your team or clients—no last-minute mall run required.”
Position Your Products as Meaningful Gifts for Work Connections
LinkedIn is the perfect place to plant ideas for coworker gifts, client appreciation, and team thank-you items—especially if you offer personalization options.
- Promote items like engraved pens, custom mugs, or inspirational desk art.
- Frame it around appreciation, employee wellness, or business milestones.
- Mention that your products can be customized with names, company logos, or special dates.
💡 Post Example: “Looking for a way to thank your team after a big project? I create custom leather keychains with initials or short quotes—great for thoughtful, professional gifts.”
Use LinkedIn Features to Build Visibility
Don’t forget to make use of LinkedIn’s native tools:
- Articles: Write a short article about your journey as a creative entrepreneur or how you scaled your Etsy shop.
- Polls: Ask followers about their gifting habits or preferences (e.g., “Would you rather get a digital or physical thank-you gift?”).
- Video posts: Share short, behind-the-scenes clips of your product being made.
- Hashtags: Use professional-leaning hashtags like #SmallBusiness, #EcommerceTips, #CorporateGifting, or #SupportHandmade.
Keep the Tone Professional but Personable
LinkedIn is a professional platform but that doesn’t mean you have to sound robotic. Use a tone that feels like you’re talking to a peer or colleague.
Avoid:
- “Shop now!!!” posts
- Endless product photos without context
- Hashtag spam or overly casual language
Instead, focus on:
- Value-driven posts
- Insights about entrepreneurship
- Relatable business or productivity challenges
Build Relationships—Don’t Just Promote
LinkedIn is built for networking, not just broadcasting. Take time to connect with other small business owners and creatives in your space. Engage thoughtfully with posts from professionals in your industry and don’t be afraid to leave meaningful comments when someone shares something relevant.
Building genuine relationships on LinkedIn can open unexpected doors. You never know who might be in need of a last-minute client gift or planning a virtual team celebration where your products would be a perfect fit.
LinkedIn Is a Hidden Gem for Sellers
Using LinkedIn to promote your online products isn’t about selling harder—it’s about selling smarter. By aligning your content with the professional tone of the platform and offering real value, you can stand out in a space where most product-based sellers don’t show up at all.
With a thoughtful approach, you can build business relationships, find new audiences, and make your shop top-of-mind when gifting season rolls around.
