Laser Engraving Business Plan:

How to Advertise and Market

To guarantee success, make sure your laser engraving business plan includes a marketing strategy! Start with a couple strategies then add more over time as you start to get your systems and products figured out. Our marketing partners can help you, or you can learn the skills yourself.


Other articles in our blog series:

a horizontal banner image that says how to maker your laser cut products with a thunder laser canada logo. in the background are images of our customers: sticks and doodles with kyle and danelle standing infront of an ornaments display on left. on right Angel from indicity is standing with the sun behind her wearing lon earrings made of a chain of connected circles that look like planets

Digital Marketing

    • Search Engine Optimization (SEO): Optimizing your website to rank higher in search engine results. For example, a company that uses SEO to appear on the first page of Google search results for relevant keywords.


Pay Per Click Advertising

    • Pay Per Click Advertising involves paying for ads that target your ideal client by using a combination of keywords and market research to nail down your exact demographic.

    • These ads can show up as sponsored posts, product listings, reels, image and text ads in sidebars or ads before videos on Youtube or podcasts.

Social Media Marketing

      • Using social media platforms like Facebook, Instagram, or Twitter to connect with your audience and promote your brand. For example, a clothing brand running a sponsored Instagram post.

      • It’s useful to content ‘content buckets’ of several categories such as your brand story, product showcases, customer reviews and educational or process based storytelling. Each type of posts should use hashtags to attract your ideal client. Use high volume hashtags that describe your product in several different ways, who or what the video is created for (ex: #moms #mother #babymama #mama), who would want it,

      • Once you create enough posts for a few months, the goal is to set your core informational and high engagement posts to ‘evergreen’ ie repeating over time every few weeks/month with room for live, new special content each week. This will increase your engagement and exposure to new potential customers over time.

      • Don’t forget to tag #thunderlaser and any other brands you use! This could lead to collaborations, affiliate marketing deals and sponsorship which could increase exposure and sales.


Content Marketing

    • Blogging: Creating and publishing articles, guides, or other written content on your website. For example, a travel agency maintaining a blog with travel tips and destination guides.

    • Video and Social Media Marketing: Producing videos about your process to showcase products or educate customers.

    • For example, Thunder Laser Ambassador Lee Stuart has a YouTube Channel where he shows a behind the scenes look at his custom apparel company Rogue Labs.

    • Podcasting: Creating audio content in the form of podcasts to reach your target audience. For example, a financial advisory firm hosting a weekly podcast on personal finance.


Email Marketing


  • Sending targeted emails to your subscribers to promote products, share updates, or nurture leads.

  • For example, an e-commerce store sending out weekly newsletters with product recommendations.

  • Read more about Email Marketing for your Laser Business here>>

Influencer Marketing

    • Collaborating with social media influencers to promote your products or services. For example, a fitness supplement company partnering with a popular fitness influencer for sponsored content.

Event Marketing

    • Hosting or sponsoring events to promote your brand. For example, a software company hosting a user conference or sponsoring a trade show.

    • Events generate a great deal of publicity and can increase your SEO by creating backlinks to trustworthy sites with high-traffic such as trusted news websites.

    • Example: Thunder Laser customers Indi City market their products on the catwalk at Indigenous Fashion Week.

two women stand holding hands on a runway at Vancouver indigenous fashion week
faces of people laser etched on wood circles using a laser cutter by Thunder Laser Canada

Guerilla Marketing

Using unconventional and creative tactics to grab peoples attention create buzz around your brand. For example a flash mob or scavenger hunt to promote an event.

    • Hubspot ‘s blog cites several types of Guerilla marketing:
    • Outdoor Guerrilla Marketing. Adds something to preexisting urban environments, like putting something removable onto a statue, or putting temporary artwork on sidewalks and streets.
    • Indoor Guerilla Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like train stations, shops, and university campus buildings.
    • Event Ambush Guerilla Marketing. Leveraging the audience of an in-progress event — like a concert or a sporting game — to promote a product or service in a noticeable way, usually without permission from the event sponsors.
    • Experiential Guerilla Marketing. All of the above, but executed in a way that requires the public to interact with the brand.
    • Read Hotspot’s article on guerilla marketing here

Affiliate Marketing

    • Partnering with affiliates who promote your products or services in exchange for a commission on sales. For example, an e-commerce store offering affiliate partnerships to bloggers or content creators

    • For example partnering with Thunder Laser to become an ambassador or with one of your material providers to promote their products on social media. In the case of our ambassadors, The exchange could be x number of videos in exchange for a discount on a machine.
    • Look at all the products you use to run your laser business. Which products do you love and would highly recommend? Paints, adhesives, materials, printers etc. Nearly all companies have an affiliate or ambassador program.
a screenshot from pinterest of laser cut business cards

Direct Marketing


    • Sending personalized marketing materials directly to potential customers through various channels, such as direct mail , business cards, posters, or telemarketing.

    • Note: Consider using your laser to make your marketing materials really stand out.





    • Having your products featured and promoted on the news, social media, magazine articles, youtube channels

    • Indicity is featured in Create Calgary Magazine published by Calgary Arts Development

photo of a person holding a copy of create calgary magazine. Cover has an image of Indicity's model wearing long laser cut pinkish purple earrings

Partner Marketing Services

Zee Kesler 

Laser-Focused Digital Marketing 

Zee is our Marketing Manager at Thunder Laser Canada and saw an opportunity to help our customers get up and running with their new online businesses outside of her ‘day job’.

Shannon and Maria (Thunder Laser Canada reps) met Zee through their mutual love for maker education and community organizing. They both had previously been involved in running Maker Faire events in different cities in Canada and always made an effort to stay connected over the past 10 years. 

Zee entered into the world of digital marketing after spending a decade running high-profile maker projects and events with the Industry Training Authority, The Maker Mobile,
Magic Trout Imaginarium and Makers Making Change

As a lifelong student, Zee dedicates herself to learning pretty much every aspect of running a business, from the organizational side as a Project Manager, Sales and Outreach to the more creative aspects like graphic design, communications, and digital marketing. 

As a maker, Zee understands (all too well) that we’d all rather be making than marketing, but found she had a knack for helping others get over this initial technical hump of learning new technology that can often hold creative businesses back.

Want to Learn Yourself? Recommended Courses:

Google Digital Marketing and E-Commerce (Coursera)

  • Learn the fundamentals of digital marketing and e-commerce to gain the skills needed to land an entry-level job

  • Attract and engage customers through digital marketing channels like search and email

  • Measure marketing performance through analytics and present insights

  • Build e-commerce stores, analyze online performance, and grow customer loyalty

  • Check out the Google Digital Marketing and E-Commerce Certificate

So You're Starting a Laser Business?

Factors to Consider When Choosing Your Machine

  • How big are your products? One benefit to having a larger bed size is that you can cut signs and bigger projects as well as cut multiples of smaller projects on the same machine.

  • Physical space restrictions. While our machines can fit through standard doorways, it is important to measure the doorway of your workspace and hallways leading there to avoid disappointments. (Some people don’t realize their door isn’t a standard size until they receive their machine!)

  • The precision and size of the laser beam. If you are engraving photos frequently or cutting jigsaw puzzles for example, and a higher level of detail and a smaller laser dot size is essential.

Thunder Bolt

C02 RF Tube Laser

Compact desktop model 20×12” bed



    • Highly accurate, small dot size
    • Affordable 
    • High quality tube ($2000) for the price (Glowforge Pro is similar price but has a lower quality tube worth $250)
    • RF tube has a long lifespan and won’t likely need to be replaced during the life of the machine.
    • No chiller or custom electrical work required.



    • Smaller bed size

Nova Series

C02 Glass Tube Lasers

Selection of Bed sizes from 24-63”


    • Very versatile machines, can handle a wide range of projects in various sizes. 
    • Affordable compared to other brands but comparable quality
    • Upgrades available for tube wattage, lenses and laser heads for fine detailed work.


    • Chiller needs to be maintained.
    • May require custom electrical work to install 
    • Tube needs to be replaced between 5000 and 10,000 hours use.

Odin Series

C02 RF Tube Lasers

Choose from a 22” or 32” bed size



    • Highly accurate, small dot size
    • RF tube has a long lifespan and won’t likely need to be replaced during the life of the machine.
    • No chiller or custom electrical work required.



    • More costly upfront.

Aurora Marking Machine

Fibre Laser

Can mark on a wide variety of metals



    • Available in several models
    • MOPA upgrade allows you to engrave in color
    • Can engrave on metal and all materials that Nova and Odin can engrave. 



    • Very small bed size.

More From Our 'Start a Laser Cutter Business' Blog Series

Your Laser Business: What is Email Marketing?>>

Laser cutter business ideas 25 products that sctually sell. images of laser cut lamps, mandals, signs water bottles and patches in the background behind the text

Your Laser Business: 25 Laser Engraved Products that Sell>>