What are some inexpensive methods for font marketing?

I am an amateur type designer, and have just published a font. I’m not doing this full-time, so it’s more of a side-gig. Now, what are some simple methods of promoting the font online? I don’t have a budget, at least not yet. I’m currently relying on forums and other online communities for promotion, but currently seeing not much of traction, no surprise there.

What are some other methods of driving up the exposure?


  • Without a team to help you drive exposure, you need an external team to do it for you.
    Have you checked out MyFonts, or any other reseller? They (as all do) take a cut of your sales, but the exposure can be worth it many times over.
  • Try posting your work in typography related facebook groups with a decent discount. Facebook's paid advertisements can also be very cheap, but I don't think I've ever gotten much success with them.
  • Bhikkhu PesalaBhikkhu Pesala Posts: 208
    edited January 2019
    Create a blog to promote your work, or a website. The blog costs me nothing, the website hosting costs about £40 a year, but free-hosting packages are good enough for something like this. 

    If you're an amateur, and don't need to make money from your fonts, you could add a PayPal link to make it easy to make donations. 
  • Consider with Facebook that images with more than 20% "text" are penalized. Typeface specimens and promo graphics are practically invisible and if you want to pay to boost them, you can't. Don't waste your time with Facebook unless you can come up with ways of thwarting their text detector. There's a tool for testing images. Free sites like DaFont and 1001fonts.com get very high traffic. On Dafont my fonts get about 5 million downloads per year, not sure how many page views.

    I believe that all the traffic MyFonts receives from DaFont is due to you. :D:D

    How does it work???
  • @Ray Larabie and @JoyceKetterer
    Those tips are extremely insightful, thanks.
  • edited February 2019
    I am not saying this is the case here, but I have the impression that a lot of people who’re referring to “free marketing” also mean “free of work”, not just free, as in no money.
    Marketing your font is a lot of work. I am still at the very beginnings of my own little boutique type foundry. But from experiences in other industries, I learned that marketing is never ever really free. You need to invest a lot of time, and unless your time is worth nothing, you are investing your own money.
    But that’s how it should be: marketing is an investment in your future economy. So building up your brand (for your type label) and building trust with customers is mandatory. The value people are looking for in a product or service – anything really – transcends the pure function of the product (or service). If you are selling a pair of jeans, it is expected that these jeans won’t fall apart the moment you put them on. That’s basic functionality. What isn’t expected is that extra mile the company goes in providing access to themselves, to provide room for feedback, to listen to customers and to respect your boundaries.
    In direct relation to fonts, I think the first hurdle is to make your font discoverable, and virtually all recommendations above do that. The “more free ones”, like a Medium blog entry describing your design journey, are doing the same as a Facebook ad, in the sense of “discovery”.
    Choosing the right marketplace is probably the easiest way to quickly gain broad exposure. Marketplaces are the shopping malls online: everything can be found in one place, hence a lot of customers are browsing there. Chances to be discovered are pretty high on MyFonts, but I heard they are bogged down by a high demand of new font applications and apparently every type designer is waiting for several weeks to get in (with their first submission). Nevertheless, it’s a reliable market place, especially if you are introducing your font with a 50% to 70% discount rate. I see this is always boosting popularity on MyFonts and it is presumably leading to not only quick sales (in the beginning) but also a lot of exposure.
  • By the way, check out how FontFabric markets their fonts on both, Dribbble and Behance:
    They often announce 75% rebates on these sites, and these are not paid ads—but in effect they are ads.

  • Rob BarbaRob Barba Posts: 41
    edited March 2019
    This one might sound strange, but it's worked for me: Work with indie game developers (you'll find them all the time on places like itch.io).  Helping them with unique fonts for visual flair helps them sell their games and serves as advertising for you.  Worst comes to, you're out a few bucks because you gave them a free license...but you just got yourself a ton of advertising for free and potential clients as well.

    As an example, I proffer a screenshot from one of my latest font sales, helped along by a deal with the makers of a game called Lotus Reverie:

  • ValKalinicValKalinic Posts: 45
    edited July 12
    Rob Barba said:
    This one might sound strange, but it's worked for me: Work with indie game developers
    To build on this approach, has anyone here tried selling some of your fonts directly to game developers, by listing them on sites that specialize in selling game development resources in general (such as GameDevMarket)? If so, is it worth the additional effort, and would you recommend some sites to the rest of us?
  • Chris LozosChris Lozos Posts: 1,230
    I did have one gamer buy a font from me just out of the blue.
  • ValKalinicValKalinic Posts: 45
    edited July 12
    I did have one gamer buy a font from me just out of the blue.
    It definitely happens - a relatively known studio did once buy one of mine (from Fontspring, with a standard application license if I'm not mistaken) but sadly I don't think they ended up using it in the game they were working on at the time.

    While these bigger game developers buy fonts from MyFonts/Fontspring/FontShop as any other company would, the sites that sell general game development resources (such as GameDevMarket) are actually aiming at a different customer base; that of the hobby and indie devs. So the smaller developers who do use these specialized sites, I assume, aren't really looking for fully professional fonts and the typical application prices that go along with them.

    That's why I'm wondering if it's even conceivable to have any success with targeting the developer market directly; the bigger developers will do it through MyFonts(&similar) and the small ones through DaFont(&similar) - there might not be much middle ground.
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