Bibi Lailma, a 40-year-old mother of eight from Mazar-e-Sharif, has transformed her embroidery business through the power of digital marketing. Her story is a testament to how online platforms can empower even the most modest enterprises. “My primary motivation for joining this project was to develop my skills, learn a new profession, and receive support to improve and enhance my life,” Lailma recalls, reflecting on her decision to embrace the Hand in Hand initiative.
Initially, Lailma relied solely on her traditional skills and a local customer base. However, the lessons on financial literacy and digital tools offered by the project became her stepping stones to progress. “I’ve learned a lot so far, such as saving and managing expenses, learning a profession for independence and income, improving literacy, and understanding how to assess profit and loss,” she shares. These foundational skills set the stage for her deeper dive into the world of digital marketing.
Through classes on online marketing, Lailma discovered how to connect with customers and build a presence in the digital world. “I’ve learned how to identify customers, understand their preferences, avoid unnecessary marketing expenses, get quick feedback, and sell products more efficiently,” she says. These insights opened new horizons for her business, helping her navigate social media platforms like Facebook and WhatsApp to reach a wider audience.
Her daughter played a pivotal role in managing these platforms, as Lailma is illiterate, guided by the principles Lailma learned her daughter is creating content and managing the digital accounts of her business. “I give ideas, but my daughter manages these platforms,” Lailma explains. Together, they crafted posts, captured product photos, and recorded promotional videos with care and attention to detail. “I learned various skills such as preparing the camera, choosing good lighting, selecting a suitable background, taking sample shots, and recording videos in a quiet and well-lit space,” Lailma adds.
The results were transformative. Ninety percent of her customers now connect through social media, leading to a steady monthly income of 2500-3000 AFN. “Social media and digital marketing have been very beneficial. They have increased awareness of my business among friends and relatives, boosted orders, and built trust with my customers,” Lailma proudly shares.
Her online identity has become a key asset, fostering trust and expanding her customer base. “Being recognized on social media helps my business grow. The more recognition I gain, the more customers I attract,” she notes.
Looking to the future, Lailma is determined to scale her success. “My future plan is to expand my production and sales globally, gain more customers on digital platforms, and become a well-known figure so that everyone recognizes me,” she says, envisioning a day when her handcrafted embroidery earns international acclaim.
Through her dedication and the strategic use of digital marketing, Bibi Lailma exemplifies how modern tools can uplift traditional crafts, turning them into thriving businesses. “The digital marketing classes motivated me to sell my products online and earn an income,” she concludes, stitching her way toward a brighter future.