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Prologue From Reneir

This is the 2nd of a 3 part series. The 1st part was “How Bladesmiths and Knifemakers Market Themselves Online”.

A quick background is that Zack at Jonas Blade has been a client of mine through MAGNA APEX since July 2020. He initially started off with only SEO marketing. I initially thought it would only be a 6 month run, yet as our working relationship and need for generating more relevant leads grew in a positive direction, we kept renewing our agreement every year. We also expanded to PPC marketing in August 2024. Then in October 2025, we also expanded into Social Media Marketing with Organic TikTok Content and Paid TikTok Ads. 

Shall we dive into some examples from over the years?

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Build a Professional Website That Converts Visitors into Buyers

Jonas Blade does have a high‑quality website built by codemay (who also built magnaapex.com as well). Even before Zack and I worked together, he already had a great foundation in place. 

Key elements include:

• Sitewide header that pops out from the left side for easy navigation
• Information on how to commission a project and contact him
• About page that tells his story from a young age
• Mobile‑friendly design
• Fast loading speed of 7.3s (according to Google PageSpeed Insights)

SEO tip: We continue to use keywords like custom handmade knives, master bladesmith, and hand forged chef knives, especially on blogs to rank higher on Google.s, artisan bladesmith, and forged chef knives throughout your site to rank higher on Google.

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Leverage Social Media to Showcase Your Craft

Jonas Blade’s Instagram has been managed by Zack himself for the last 10+ years. It is currently at 25.3K followers as of writing this. As of January 2026, Jonas Blade’s TikTok is starting from ground up and managed by Myself at MAGNA APEX. It was just created and is currently at 14 followers as of this writing.  

Some of his high‑engagement content include:

• Shepherd’s Axe Cane
• Shepherd’s Letter Opener
• Resolution
• Forging Process
• Ethos
• Dragon’s Fire Damascus

Some of these are short‑form videos showcasing his latest pieces and behind‑the‑scenes while others are images to showcase the detail of a specific piece. Zack definitely has a strong sense of authenticity, which has helped him build trust with his community — two key drivers of sales.” positions you as an expert and drives organic traffic.

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Optimize for Search Engines (SEO)

The OG marketing channel that Zack and I started with, which is SEO, has definitely laid the foundation for his brand awareness on Google. 

We continue to focus on:

• Image alt text and metadata that includes the names of specific pieces like “Resolution” and “Ethos” featured in the aforementioned Social Media section.
• Keywords embedded across the site’s content (e.g., high end knife maker, hand forged Damascus knife)
• Blog content related to knives and craftsmanship including”What Makes a Cooking Knife Top Rated?”
• Product descriptions with searchable terms including the “10 inch Carving Knife”.
• Content calendars to remain consistent on weekly to monthly basis for those blogs and social media posts.

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Use Branding to Stand Out

There are several ways that Jonas Blade keeps up with its branding.

Some examples:

• His Logo featured across his website, all marketing channels, and pieces.
• Consistent photography style, usually by SharpByCoop

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Collaboration with Other Bladesmiths

Jonas Blade frequently partners with other bladesmiths, most recently with Wanderer Metalworks for “Ethos“.

This collaboration included:

• Wanderer Metalworks created the handle while Jonas Blade created the blade itself
• Shared posting of video reel and images on Instagram.

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Zack’s Story As A Master Bladesmith

I mentioned above that Zack has a way of being authentic to himself and his community.

His story is told on several platforms:

• TikTok
• About Me on Website
• Instagram
• Facebook

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Run Paid Ads for High‑Value Products

In November 2020, Zack and I did run a month-long test on Facebook Ads (now known as Meta Ads), and found it to be a challenge to the legalities of promoting knives and blades.

It was then in August 2024, PPC Marketing on Google Ads become the second marketing channel that Zack and I started working on together on a regular basis. In the beginning 3 months, it was about collecting as much paid data as we could. Then, I analyzed the data for Us and took action to optimize it. Today, this drives a number of quality leads for Zack.

PPC tip: For Jonas Blade, I setup the Campaigns to be divided by intent. For instance, there is one campaign dedicated solely for High End Commissions and another solely for Brand related keywords.

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Bladesmiths and knife makers who succeed online combine craftsmanship with smart digital marketing. By building a strong website, leveraging social media, optimizing for search engines, and telling your unique story, you can grow your brand and sell more knives worldwide. Jonas Blade’s commissioned pieces are usually one of a kind for that client only and even the standard chef and collectors knives available to the public are made in limited quantities.

If you’re a knife maker looking to elevate your online presence, start with one strategy at a time—consistency and quality will set you apart.

And the best part?

Any bladesmith or knife maker can take these strategies and apply them today. Even better when in collaboration with a Marketing agency that specializes in bladesmiths and knife makers.As mentioned in my prologue, I am working with a few bladesmiths and and have effectively applied these strategies combined with my creativity. To learn about getting more leads and orders, I am currently offering a free Marketing Analysis with consultation call for the next 10 requests that reach out using MAGNA APEX’s contact form.

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About Reneir Cruise

He is the owner of MAGNA APEX, which is a Digital Marketing for restaurants to drive brand awareness to their website, acquire relevant business leads, and increase the number of clients to train. He started his Physical Fitness journey in September 2001 & continues to the present day. It was 11 years later in June 2012, that he entered the world of Digital Marketing and has been employed by some of the top marketing agencies. 

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