Etsy's Handmade Blog
Talking Marketing: Planting the Seed
Story by adam, mikeynice, missbatch, Missniz, Neelam12
Published on July 23, 2009 in Etsy News 		Photo by

Groundwork

Hello Etsy,

My name is Nizzi Renaud, a.k.a. missniz, and I recently joined the Etsy team as the new director of marketing.* There are some new faces and some familiar ones who currently make up our marketing team. Together, we wanted to say hello and share with you some of the marketing activities underway at Etsy.

(*Former marketing lead, Matt Stinchcomb, has passed on several of the hats he had been wearing to focus on his role as vice president of community.)

Research and Analysis
This past May we launched the 2009 Etsy Shopper’s Survey, which helped us to get to know our heaviest shoppers a bit better. We want to thank all who responded. You confirmed many of our thoughts about Etsy’s most engaged users.

With more than 4,200 total responses from people who identified themselves as “shoppers only” or “both shoppers and sellers,” we were able to gather interesting information on your shopping habits (both online and offline) as well as your media habits (blogs and magazines many of you enjoy reading).  This data is extremely helpful as we work to expand marketing programs designed to bring relevant shoppers to Etsy.com, get them buying and keep them coming back. The Etsian leading our research and analytics  activities is Neelam Hasni, a.k.a. Neelam12, our new web analytics manager.

Press/PR Outreach/Media Relations
Our 2009 holiday press outreach is already well underway. We’re taking care to present Etsy in a unique, personal and playful manner that truly reflects the people and products found here. Our approach to each media channel is tailored to suit the interests of its readership and to get those audiences excited about shopping on Etsy.

This process started with print magazines, which have a long lead time. Another important aspect is our blogger outreach. At Etsy we read many great blogs, and we know you do too. So we have put an added emphasis on connecting with bloggers we love and bloggers who are increasingly important tastemakers. In addition, we continuously respond to product and story requests in press outlets, with Etsy's PR coordinator Adam Brown, a.k.a. adam, leading the charge. As the holiday season approaches, we hope that you will notice more and more mentions of Etsy in the media. 

To view the results of our past efforts, please visit our press page, and check out our monthly Etsy in the Press report.

Partnerships
In June, we kicked off a number of exciting content partnerships. Etsy invited a select group of editors and publications to share their unique perspectives on all the amazing discoveries Etsy has to offer. You may have noticed Lucky Magazine’s Edits, a collection of fashion must-haves, and the summer party planning series with Food & Wine Magazine. (Off Etsy, you can see the results of these pairings too! Check out Lucky’s new blog, eBay, Etsy, et al. by Jennifer Romolini, Food & Wine’s party photo galleries, and Frisky’s "Etsy Find of the Week.")

We’ve recently launched the DIY Weddings Craft Contest in partnership with Martha Stewart Weddings to show off the bounty of all things wedding available on Etsy — a marriage made in craft heaven! Read here to learn more.

These efforts are led by Christina Batch-Lee, a.k.a. missbatch, and marketing consultant, Leora Schachter.

Advertising and Emails
Keep an eye out this month for Etsy advertisements on some of your favorite blogs! We're running online ads throughout the month on some very popular design, crafting and parenting blogs like Dooce, Design*Sponge and Apartment Therapy. These online ads complement our existing search engine ad-word advertising program currently running on Google and Yahoo.

Starting in June, we made updates to the layout of our daily Etsy Finds email (not getting Etsy Finds? Click here to sign up!). You'll now find more items featured in each email along with links to great selections available on our site. Coming up in July, every Monday we'll be sending out a special Shopping Guide edition of Etsy Finds featuring the hottest trends for the month. We'll also be expanding our Weekend Deals to feature even more sellers offering savings for a limited time. And if you didn't catch his Etsy Finds, Mike Becak, a.k.a. mikeynice, is in charge of our email marketing efforts.

A quick note for Etsy sellers: You may have noticed "etsy_finds" tags showing up in your Google Analytics dashboard. What these tags tell you is that someone clicked through an Etsy Finds email and then stopped by your shop or saw one of your items while they were on the site having come through that email.

The marketing team, along with our colleagues in product and engineering, is actively working on Etsy’s SEO strategy and implementation plan. If you’ve read Rand Fishkin from SEOmoz’s Storque post, then you know that we will soon be offering an “Etsy Guide to SEO”. We also will be hosting Virtual Lab workshops with Rand and his team to walk Etsy members through the guide and answer questions. The first SEO Virtual Lab will be scheduled for the week of August 3. Check the Virtual Labs calendar for updates.

incredulous.jpg


Social Marketing
Last month, we launched our first video contest, A Handmade Moment. What's the contest about? We're looking for 15 and 30 second videos promoting Etsy with the theme "A Handmade Moment." We're offering $10,000 in cash prizes to the creators of the best videos. If you're reading this, then you're already a creative person — why not create a video and take a chance at winning some cash and our undying admiration? We hope to use the videos in our promotional efforts.

Finally, social media channels such as Twitter and Facebook are drivers of traffic and an important way for Etsy to stay connected with users. Earlier this month, Etsy launched Facebook Connect for sharing Etsy activity with your Facebook friends. If this is the first you’re hearing about Facebook Connect, be sure to check out this Storque post. In addition, with over 550,000 people following us on Twitter, Etsy is one of the world’s most popular Twitter feeds. Etsy admin Anda Corrie is our chief Twitter-er, but we just call her Anda.


We’re excited about our marketing programs, and we hope you are too. For now, it’s back to work, and we’ll talk to you soon.


You may notice a few new names on the Marketing Team. Stay tuned to the About Us series for full introductions in the coming months. 

Talking Shop Posts | Etsy in the Press

Tags Admin, ads, advertising, analysis, business, Etsy Talks, fall, info, marketing, planning, PR, press, research, summer, survey results, surveys, Talking Marketing, Talking Shop
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92 comments     Login to add your own!

July 23, 2009 at 2:56 p.m. secretlives

thank you. I am rotten at marketing.. I prefer the creative process!.. but I'm inspired to try!

July 23, 2009 at 2:58 p.m. ParadiseBodyShop

I'm super excited about these steps towards getting more Etsy exposure. Thanks for the effort!

July 23, 2009 at 2:59 p.m. VintageinBohemia

I've been working harder on these things. I think its working, more great ideas, thank you!

July 23, 2009 at 3:03 p.m. AlchemicMuse

Thank you! Great article and information!

July 23, 2009 at 3:04 p.m. AnniesWearableArt

Thanks so much for this information! I always struggle with marketing aspect of my etsy shop-it's so intimidating...so I need all the help I can get! Also love facebook but really have to pull myself away or I never get anything done!
:-))

July 23, 2009 at 3:05 p.m. jenniferlynnstudio

Thanks for putting in the extra effort in getting Etsy the exposure it deserves. I will continue to do my part also!...thanks for the update!

July 23, 2009 at 3:06 p.m. VixVintage

Thanks for the info, green bag is out of this world!

July 23, 2009 at 3:10 p.m. simplyshay

Great article. Thank you for the information.

July 23, 2009 at 3:13 p.m. 1AEON

nice! yup, this is the way to do it!

July 23, 2009 at 3:14 p.m. jewelrybyjackie

I am excited to be seeing Etsy more and more in the press! Very cool.

July 23, 2009 at 3:17 p.m. madebysam

thank you for update

July 23, 2009 at 3:24 p.m. CarryTheWord

Thanks, that's great!

July 23, 2009 at 3:26 p.m. breadandroses2

Thanks so much for this timely news & updates! It's definitely fall-like here and I'm thinking 'holidays' very seriously. This post is a huge help.

July 23, 2009 at 3:27 p.m. itsalljustmenagerie

Thanks for the update and taking the time to let us know what's going on!

July 23, 2009 at 3:28 p.m. JoannasPhotography

thank you for all these great updates!
:)

July 23, 2009 at 3:28 p.m. holoholo

Great info - thanks! I love learning about all that marketing stuff!

July 23, 2009 at 3:30 p.m. BululuStudio

Thank you Etsy for keeping us in the loop.

July 23, 2009 at 3:35 p.m. odiliafu

Great info!Thanks for all the updates!!

July 23, 2009 at 3:37 p.m. MoonLightSally

Always looking to learn how to market...

July 23, 2009 at 3:37 p.m. girltuesdayjewelry

sending you virtual hugs and kisses!!! XXXOOO

July 23, 2009 at 3:40 p.m. lovelygifts

Great!

July 23, 2009 at 3:46 p.m. Waterrose

I look forward to all of the new marketing promotions! Thanks for keeping us informed and it's good to see you here!

July 23, 2009 at 3:51 p.m. mybirch

Sounds awesome! Thank you Etsy for spreading the word about how awesome you are!!

July 23, 2009 at 4:07 p.m. good4you

Buddha Blossom tea was definitely an idea that helped my tea business bring in more interested tea lovers.

July 23, 2009 at 4:18 p.m. 4TheSparrowsNest

Totally exciting!! I am confidently expecting good things for Etsy both now and in the future. Thanks Etsy admin for your continued hard work!

July 23, 2009 at 4:25 p.m. ElegantSnobbery

Thanks bunches, for all your hard work!

July 23, 2009 at 4:26 p.m. puppywillow

Its so hard to get your shop "out there". Thanks for doing your part to help Etsy sellers be seen!

July 23, 2009 at 4:41 p.m. thestapeliacompany

Thank you Etsy for always finding new ways to get the word out about this wonderful world we all love so much. :)

July 23, 2009 at 4:53 p.m. PookieandPierre

Fantastic!!! Appreciate the updates and all of the great things planned. Very very exciting.

July 23, 2009 at 4:58 p.m. BabbidgePatch

thank you for the marketing update! it's nice to meet you nizzi

July 23, 2009 at 5:05 p.m. LazyTcrochet

Thanks for the info. Welcome missniz!

July 23, 2009 at 5:11 p.m. KOALACaddie

I LOVE that you are doing all this for us. I'm so proud to be an Etsy seller. (I also love all the items in allisajacobs's Etsy shop.) Kudos and thank you very much for this business update!

July 23, 2009 at 5:28 p.m. Tors

Thank you for the marketing tips. Great ideas.

July 23, 2009 at 5:39 p.m. aBreathofFrenchair

Thank you!

July 23, 2009 at 5:46 p.m. eyeful

Yay! Thank you! I am so happy to have a shop on etsy! :)

July 23, 2009 at 5:47 p.m. BlackStar

Welcome Nizzi. Thanks for the updates.

July 23, 2009 at 5:52 p.m. BetaBoutique

thanks for sharing this!

July 23, 2009 at 6:27 p.m. thebrickkiln

Wonderful article with excellent information. Really looking forward to all new things to come! Also, thank you for including our Wall Vase here, we are so honored!

July 23, 2009 at 6:36 p.m. ME2Designs

This is wonderful information - thank you!!!

July 23, 2009 at 6:56 p.m. MinceCo

they say you don't need to be told when your doing well... I disagree, well done on your efforts and thanks for all the hard yards!

July 23, 2009 at 7:13 p.m. GatskiFarmhouse

Thanks for the info!

July 23, 2009 at 7:26 p.m. patspottery

Looks like your marketing is "Planting the Seed", in many places. Thank you for doing that!

July 23, 2009 at 7:50 p.m. MelroseFields

Sounds really good.

July 23, 2009 at 7:52 p.m. Mymothersgarden

Awesome! I love seeing these positive changes that will both help me as a seller and Etsy as a business. Thanks for keeping us in the loop and giving us the tools we need to succeed. ~Karrita

July 23, 2009 at 8:22 p.m. PawPawsWorkshop

great article

July 23, 2009 at 8:30 p.m. littlepumpkincrafts

thank you!thank you!

July 23, 2009 at 8:45 p.m. klacustomcreations

Etsy is still new to a lot of people in Michigan but I am doing my part in spreading the word, it is catching on though!

July 23, 2009 at 9:12 p.m. MyJunkyTrunk

Awesome article and really helpful in a time that is challenging for many in their businesses. Thanks!

July 23, 2009 at 9:34 p.m. FlanneryCrane

Thank you for all your efforts for promoting etsy! I was just telling someone today how much I love the site, and how you really seem to jump on ideas to improve the site, and how you listen to the members. We greatly appreciate it! Thanks for helping make this a great place to work!

July 23, 2009 at 9:38 p.m. nickandnessies

Aw... no vintage moments or contests?

July 23, 2009 at 10:37 p.m. sherrytruitt

Welcome, Nizzi, and thanks to the whole team.

July 23, 2009 at 10:54 p.m. StudioCherie

Great article. Thanks for creating all of the opportunities for us.

July 23, 2009 at 10:57 p.m. Chaiwat15

Cute products! Please visit "www.chaiwat15.etsy.com" that have cute products for everyone.
Thank you!

July 23, 2009 at 11:12 p.m. bylynnkrestel

lots of great info! thank you!
looking forward to a busy fall on etsy!!

July 23, 2009 at 11:49 p.m. buttercupsroad

I was going through a stack of magazine back issues in the library yesterday for ideas and LOOK WHAT I FOUND:

Home Magazine, The Remodeling and Design Resource, pointclickhome.com, October 2008, p. 28.

Headline:
Your Home
green house
Smart ways to make your home a more earth-friendly haven.
by Meredith Gordon and William Weathersby, Jr.

[Center column, bottom of the page, in an illustrated box]:

SUPPORT LOCAL ARTISTS
At Etsy, artisans from all over the world display their handmade wares online and sell directly to interested buyers. From covered jars and clutches to watches and wind chimes, if someone makes it, you can find it. Now the company is buying in to buying local-which reduces shipping costs, fuel usage, and your carbon footprint-by allowing you to search for products and designers by city or zip code. Go to etsy.com and click Shop Local to connect with the diverse artisans working in your community.

I think that's great! I think what y'all are doing for us right now is brilliant!

July 23, 2009 at 11:50 p.m. 10eisha

oooh I'm excited that there will be etsy ads on Dooce...I love her!

July 24, 2009 at 12:01 a.m. That70sShoppe

Sounds like some great things ahead to get the word out about Etsy and that it is a great place to shop.

July 24, 2009 at 12:02 a.m. ArtDecoDame

I love that purse!

July 24, 2009 at 12:46 a.m. marysgranddaughter

Great post! Your hard work is appreciated!

July 24, 2009 at 1:39 a.m. lazydayz

Thank you so much for the info! Family are continually telling me they heard something about etsy, word is spreading!

July 24, 2009 at 1:50 a.m. steinschmuckdesign

That was very interesting,
Thank you all so much
for your work!

July 24, 2009 at 1:56 a.m. amoronia

Thanks for the info!

July 24, 2009 at 1:58 a.m. tikikiki

Thanks for the updates, these are all great ideas and I appreciate the hard work!

July 24, 2009 at 2:01 a.m. alexkeller

thanks guys - great post! i'm working on my marketing as well (new avatar, banner, logo), and recently am heading up the Etsy Trashion Team marketing. let me know if ya need any help! (and vice versa, of course)

July 24, 2009 at 2:08 a.m. EnchantedlyYours

Yeah! Thank you!

July 24, 2009 at 3:13 a.m. evihan

great article..thanx for sharing:-)

July 24, 2009 at 3:19 a.m. raghousenternational

really awesome. I love the library find from above. This is great grass roots efforts on the part of etsy and it's important for shops to position themselves and be ready for the the holidays!

July 24, 2009 at 7:43 a.m. SimpleJoysPaperie

Keep up the great work ~ thanks so much!

July 24, 2009 at 7:48 a.m. DAINTYCROCHETBYALY

We all need to keep the spirit up
keep the voice running :-)

July 24, 2009 at 8:30 a.m. KendraRenee

Etsy Marketing Team- you rock! All your efforts are greatly appreciated. It sounds like you have figured out many brilliant ways to get the word out! THANK YOU!

July 24, 2009 at 8:51 a.m. spacejam

great article!

July 24, 2009 at 9:55 a.m. riorita


Thanks to this article, I signed up for Frisky. Thank you for all the most valuable information!

July 24, 2009 at 10:20 a.m. baconsquarefarm

welcome nizzi, thanks you all for keeping us updated on what's happening with the marketing team....yea etsy admin you all rock~!

July 24, 2009 at 10:30 a.m. MagicMarkingsArt

great comprehensive advice - especially for those of us who are passionate about what we do, but lack the marketing knowledge to get our product "out there"

July 24, 2009 at 10:30 a.m. scenicnewyork

Thanks for the update!

July 24, 2009 at 10:38 a.m. CecilandCo

Thanks for the great info!

July 24, 2009 at 10:41 a.m. tldgrainwear

Thanks for all the useful tips! I'll try them, cheers!

July 24, 2009 at 11:05 a.m. Iammie

thank you for info

July 24, 2009 at 11:30 a.m. auryndesign

Thanks for the update - and welcome new folks.

July 24, 2009 at 12:05 p.m. GreenTease

Thanks for the info. Marketing is a necessary evil to me but ya gotta do it....

July 24, 2009 at 12:20 p.m. paramountvintage

etsy + marketing = great sales for everyone! thanks etsy!

July 24, 2009 at 12:29 p.m. amber84

I need more marketing ideas. :)

July 24, 2009 at 1:35 p.m. joannafrombama

Thanks...seems I finally need to figure out that "Twitter Thing"...lots of good advice to keep us feeling part of the family! Thanks etsy -

July 24, 2009 at 1:46 p.m. lizjewelry

Great article!

July 24, 2009 at 1:50 p.m. voleurdebijoux

Thank you, Etsy!

July 25, 2009 at 8:19 a.m. evihan

wow very useful article:-)

July 25, 2009 at 1:54 p.m. Radness

awesome picks :)

July 25, 2009 at 5:13 p.m. doto1931

I am so excited to being part of the Etsy family. I have so much to learn about marketing. It is a little hard to produce the product from the ground up, take care of the busines and market. I plan to work very hard at being a good part of this family. Dot

July 25, 2009 at 5:13 p.m. doto1931

I am so excited to be part of the Etsy family. I have so much to learn about marketing. It is a little hard to produce the product from the ground up, take care of the busines and market. I plan to work very hard at being a good part of this family. Dot

July 26, 2009 at 10:14 a.m. ZerbenaBoutique

Thanks so much for the help~

July 27, 2009 at 10:31 a.m. tldgrainwear

Thanks for sharing all of these useful marketing tools, cheers!

Aug. 2, 2009 at 12:30 p.m. tinycharm

beautiful!

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