Etsy's Handmade Blog
I Heart Marketing My Etsy Shop and You Will, Too! Part 3
Story by tinaseamonster
Published on September 20, 2007 in How-To 		Photo by tinaseamonster

I have recently fallen in love with a new craft (of sorts). I think of it when I am not doing it, I do it when I am not thinking about it. It is loads of fun and super rad and makes me think in new ways every day. What is it?

Marketing my Etsy shop.

Yep, it has become my new passion. Talking to my fellow shop owners and reading the forums, I know that not everyone has embraced this part of the indie craft experience like I have. So, I am going to share what I have learned.

What follows is the third piece of a series. Here's the first and second, if you'd like to start at the beginning. Let's go!

Outside Sales

I have often read in the forums, “What is Etsy doing to get us buyers?” To this, I think, “What are you doing to get yourself buyers?” Of course Etsy is working hard to bring new buyers to the site, but I firmly believe that we know our own products and audience well enough to be gathering our own customers, too. This is what I truly love doing. See the Internet as your access to an entire world of buyers, or maybe even a world of new friends who dig what you do. It is your job to help these people find you.

Google Adwords

Set up a Google Adwords Campaign. You can spend as little or as much as you want per day. Experiment. Spend $1 one day, nothing the next, whatever you want. You are in complete control over how much you spend.

How does it work? You create an ad and pick keywords. When someone searches Google for your keywords, your ad may display next to the search results. You can also set it up so that your ads display on Google’s content network, which means blogs, forums, news sites, etc. The best thing about this is that you are likely advertising to a group of people who are already interested in you. This is really key and something that we need to think about in all of our Etsy marketing.

Now, here's a tangent. Follow the tangent with me. The best way to sell anything to anyone is to find someone who already wants your product, rather than trying to convince a random person and “make him or her” want your product. The Internet is the best tool to do this. Target your marketing so that you don’t have to create a hard sell situation. Find the right person BEFORE you try to sell them your stuff. The way to do this is to know your product, know your brand and know your niche. Tangent done! However, this is something to think about in everything that we do.

In general, only try Google Adwords if you have a specific item with very specific words that you know someone will be searching for. With my zombie and sea monster shirts, this is easy for me. I know that someone searching for “zombie” and “shirt” will likely dig my items when they click on my ad. I also try to think of things that people might be searching for and try to buy those key words, too. When the zombie movie 28 Weeks Later came out, I added the movie title as a key word and got some clicks this way. I also saw my ads next to reviews of the movie on The New York Times website. Think about how products fit into culture and target your ads. Only you know your niche and products, but I bet with some thought you could make Google Adwords work for you.

Once you have used Google Adwords for a few days, find out what websites your ads are showing up on in their content network. I did this and found out that there are dozens of forums out there where people are talking about zombies and ghosts and Cryptozoology! I had no idea there was a website called IamHaunted.com! Now I do and I can buy an ad for my ghost shirts there. Thanks, Google!

A Million other Places on the Internet

Along those lines, buy ads on other indie craft sites. There are too many of these sites to list, but start looking at communities like Craftster.org or The Sampler. Blogs like Indie Fixx and Design*Sponge also good places to try out ads, or email sponsorship. The price for this type of thing totally varies, as does the benefit.

Look for and join online communities where you think your potential customers might hang out. Make stuff for kids? Find parenting blogs, forums, podcasts, etc. Join, comment, or even buy an ad on these sites. Just remember not to spam! You get the picture: there's a website for every niche out there. If you are comfortable, also try social networking sites like Myspace, Facebook or Flickr.

Start a blog where you document your craft. A blog is mucho work. Only go this route if you think you have time for it. I firmly believe that a blog is a “build it and they will come” venture. There is no need to tell everyone you meet about your blog a million times. If you write often, people will find you via search engines, which will lead to links from other blogs. If you blog for marketing purposes only, we will be able to tell. So try to blog from your heart and your life.

You can also join an Etsy street team, or better yet, start your own collective or online marketing team. LemonCadet and I are launching a website called Yeti Loves Seamonster that will spotlight our favorite sellers of kid’s items on Etsy. Don’t be afraid to buy URLs and set up websites to promote yourself and others. I firmly believe that the more you promote others, the more they will promote you. Create friendships and community and conquer the world together!

I have crazy dreams about the future of online marketing. I want to be able to modify your World of Warcraft characters to wear my shirts and hand out links to my shop. I want to map my items to my husband’s Xbox 360 Splinter Cell dude. These seem like crazy dreams, but I know that we will be doing these things in the future. The thing is to not be afraid to think big. The worst that can happen when setting impossible goals is failure. And truly, what's worse: failing, or not trying at all?

Marketing in the Physical Realm

Promotional materials are important. Duh. But have you taken a good look at your promotional materials from the standpoint of someone who has no idea what this Etsy thing is? Try to avoid business cards with just text on them. We need to see what you make! Think about creating your promotional materials to double as products. Want to send out a postcard with orders to remind people of your shop? Why not create an art card with a really cool picture of one of your items? If you put your shop name on the back of the card, it turns into a freebie rather than an advertisement. Been making badges or refrigerator magnets with your business name on them? No one but you cares about your business name and logo, really. Instead, I put my designs onto these promo materials, with my business name small in the corner. This turns promos into gifts that people will keep or give away rather than just toss or not remember.

And don’t be afraid to be generous. I always send extra stuff with orders. If something costs me less than a dollar to make, it doesn’t hurt me to send it for free. An extra badge or card or magnet sent to someone who buys a shirt, often becomes a gift that they give to a friend. That friend almost always shows up to purchase. The more that you put out into the world, the more you will get back.

Wear or use your own items out in the world. When someone asks about it, give him or her your card. This is obvious, but I often forget to do it! Along those lines, get your items into the hands of people! Have friends in bands or with theater companies or with kids or whatever? Give them stuff to wear! Your stock isn’t doing you any good sitting in your house.

Let craft shows work for you. Even if you do poorly at a craft show, give out postcards and samples to people who seem interested. You will see them again. I thought I wasn’t doing very well at a craft show a few months ago. I was totally bummed, but I was nice and gave out lots of free magnets and postcards and things and guess what? I found my shop written up in three popular blogs the next week. You never know who you're talking to, so be rad all the time.

I really believe that with some time and hard work your marketing efforts will pay off. Marketing should be fun. See it as a new craft. A new skill. A new friend.

Tina Seamonster blogs her life and craft. She is a guest blogger at The Crafty Bastards Blog, where portions of this article originally appeared.

Tags ads, advertising, How-To, HOW-TO, marketing, online, promos, promoting, Seller Handbook, selling, tinaseamonster
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66 comments     Login to add your own!

Sept. 20, 2007 at 12:07 p.m. nancygamon

Thank you so much for taking the time to write this series for us. Good solid information. You are a rock star.

Sept. 20, 2007 at 1:25 p.m. tinaseamonster

you are too nice. :)

Sept. 20, 2007 at 2:16 p.m. SecretLentil

i've really enjoyed these articles, and not just because i already like you.

my added hint for those who make one-of-a-kind or limited run stuff or feel like their stock is low for shows: make a photo book. i just made one. now people can look at my past work even if i don't have something that suits them right then. plus it lends an air of authority (in the good way) to what i do.

Sept. 20, 2007 at 2:21 p.m. katelynjane

Another great addition to this series (: Thanks for those great tips! I'm going to have to work with my business cards a bit and make some bags to give away (: Thanks for the help! (I hope there's more to come!).

-katelyn

Sept. 20, 2007 at 5:11 p.m. plenox

What a great article. I love the idea about postcards instead of business cards, was something i was thinking about already. Thanks for all the good tips!

Sept. 21, 2007 at 7:04 p.m. thepairabirds

Super advice:)

Sept. 21, 2007 at 8:23 p.m. smashing

yay! this series is great! my favorite part o'part 3:

"You never know who you're talking to, so be rad all the time."

thanks tina! :)

Sept. 22, 2007 at 6:53 a.m. tinaseamonster

thank you!!!

Sept. 22, 2007 at 2:12 p.m. Urbanknit

so well written and so useful. thanks for taking the time to write this.

Sept. 23, 2007 at 7:22 a.m. beadbooty

I'm following your series very closely. I just love it. Thank you for sharing your passion. And I'm in love with my zombie magnet!!!!

Sept. 27, 2007 at 4:56 p.m. Chillionaire

in addition to online ad purchases, indie magazines are a great and affordable way to reach a large audience. I do freelance for BUST magazine and I've noticed a lot of Etsy sellers will purchase business-card-size ads in the back of the magazine...I sit down at my computer with the new issue and go to all the sites that interest me ;)

Sept. 28, 2007 at 9:37 a.m. queenBlingerie

love your articles and your shop!

one question about the google adwords campaign: do you link it to your etsy shop? or to your own website? because i thought one had to be able to add a code in the html or load up a file to the page your add refers to.

thanks for the info!

Sept. 28, 2007 at 1:11 p.m. tinaseamonster

i link to both my website and etsy shop. the code only needs to be added to track sales. frankly, i can tell if i sell from google ads because of this... my ads reset every night at midnight, i spend $2 or whatever over night and if i get up to an order from an Etsy buyer who is brand new that say, I assume it is from Google. You can test is by turning it off and back on to see if your sales change. Mine always do without fail.

I also do adwords for other things like my televisionzombies podcast which is a free thing and there is now way to see if that is working. can't hurt to spend $1 a day, though!

Oct. 4, 2007 at 12:44 a.m. HeyMichelle

Brilliant- I love your promotions series. Oh, ho, so funny, and always full of awesome advice. I consider this series the definitive "how-to" of how to promote your etsy shop. Keep on being "rad all the time"...

Oct. 4, 2007 at 2:59 p.m. tinaseamonster

hehe. thank you Hey Michelle! I think this 3rd part is the most most most important!

Oct. 5, 2007 at 3:51 p.m. bagsbychrissy

I've read and loved all 3 parts.
Great advertising tips I think I'll try them all!!!

June 29, 2008 at 11:40 a.m. patricewright

all the articles were fun to read and had great information.

Aug. 1, 2008 at 6:40 p.m. twiggli

Great information! I never knew there were so many options to market my shop! Right on! Thanks for the help!

Aug. 1, 2008 at 11:57 p.m. WoodandWeb

Sweet! Not only was that awesomely hilarious to read, but I totally learned a ton. Thanks for the laugh & the help :)

Aug. 7, 2008 at 8:19 a.m. thewishingwell

So much great Information! I shall take it to heart and get to work! : D

Aug. 26, 2008 at 11:01 p.m. MattieTuTus

I'm new, and I think all the information you've given is GREAT!!! I'm definately going to try out a lot of your tips :) Good luck to you!

Sept. 6, 2008 at 8:25 p.m. giddyJax

Thanks so much for sharing!
Your info and encouragement is much appreciated. I'll be more proactive now! :)

Sept. 11, 2008 at 1:33 a.m. 4TheSparrowsNest

Very helpful! I have never heard of google adwords till now, and I think making your business card a lovely thing within itself is an excellent idea!

Sept. 18, 2008 at 11:53 p.m. stitchgirl52

Wow, I don't know how long ago this article was posted but I am glad I came across it. Thanks for all of your info. I will definitely be thinking and acting more on promoting my shop. It's great to have someone like you sharing what you know.

Sept. 20, 2008 at 9:23 p.m. jrdnart

I would love to hear more stuff from you. You have given me some great ideas and I hope your idea with the world of war craft actually happens someday that would be so rad

Oct. 1, 2008 at 3:46 p.m. acageybee

"You never know who you're talking to, so be rad all the time." ~ this is the best quote ever! Bumper stickers, t-shirts...we should plaster this sucker everywhere because it's good advice for everyone, in all walks of life.

Oct. 13, 2008 at 2:57 a.m. risingphoenixtoys

Thanks for sharing this! I loved reading this series! After reading this part, I bought a bunch of blank shirts and iron-on transfers and made shirts for my family members to wear.

Oct. 23, 2008 at 12:04 p.m. cre8tvekarma

Thank you so much for sharing this. Inspiration really popped for me after reading thes articles. As a newbie, it is especially important to learn about various marketing tools. I did have an all test business card, which I am now changing. Never had thought of some of the other ideas. What a help you are!

Oct. 24, 2008 at 9:41 a.m. raycious

"Marketing should be fun." It's very true. I should go out more!!
Thank you for all this information, very helpful!

Oct. 29, 2008 at 1:45 p.m. saraparker

Wow! I just started with etsy a couple weeks ago and have been beating my head against the wall trying to figure out how to market my greeting cards and etsy shop. I don't know if anyone wants to take a peek and give me a critique, or give me any advice, but I feel like maybe I am doing something wrong. Maybe my pricing? I REALLY want this to be a success, so anyone with any comments or ideas, I would so appreciate an email! Either convo me or my personal email is fuzzyparker(at)yahoo.com
Thanks!!
Sara

Nov. 19, 2008 at 4:19 p.m. Road10

These are great tips - I always have a bit of a hard time when it comes to this area! Thanks for reminding me to keep a good attitude towards promotion - Gail

Nov. 29, 2008 at 11:18 a.m. whitecatdesign

I think that I was just expecting to create a store and then people would come, but promoting my shop takes time and patience, but also using my creativity. I had to ask myself if I'm really serious about my shop, and if I was willing to take the time to encourage it to grow. Well I have, and you have given great ideas and tools to do it!
Thanks a bunch!!
Jennifer

Dec. 10, 2008 at 1:55 p.m. preetalina

This series was really helpful and easy to understand. Thank you for writing it up!

Dec. 13, 2008 at 1:49 a.m. CameraSHYphotography

thank you thank you. WHat an ENCOURAGEMENT you are!

Feb. 10, 2009 at 1:26 a.m. Christinajean

Hey, I have been looking for some great info like this!! I read all 3 parts and am very excited about marketing, thanks so much for your time and suggestions!

Feb. 13, 2009 at 12:34 p.m. EJPcreations

So helpful and uplifting!!! Thank you!

Feb. 16, 2009 at 9:14 p.m. faraharia

Thank you for all three great articles! I am intriqued by Google Ad Words...you were able to explain it in a way I could understand! Now I need to go work on that business card!

March 16, 2009 at 5:11 p.m. ecstaticjewelry

Thank you so much for the tips. I'm new here and have no idea what I am doing.
Your article really gave me some cues. thanks again.

March 24, 2009 at 9:04 a.m. MixingKatie

Great advice! I want your t-shirt on my WoW toon :-)

April 6, 2009 at 10:08 p.m. earjeans

This article was very helpful! Thank you for sharing :o)

April 18, 2009 at 2:16 p.m. THIMBLEandACORN

Great article, i especially like the idea about including something like magnets in with orders, i've been trying to think of something along those lines.. Thanks!

April 24, 2009 at 10:31 p.m. TIPS4TOTS

Thank you, Again for another Great Article. You have provided us with some awesome advice! Much appreciated! Have a great weekend and Happy Crafting Everyone!

God Bless,
Cathy/Tips4tots

May 1, 2009 at 2:36 p.m. cristinadavid

this article is really good

May 6, 2009 at 7:33 a.m. tinyspace

great stuff, its healpful to me as a newbie!

May 22, 2009 at 3:55 a.m. littlestboutique

I've felt so stuck lately as to how, I can promote my shop. This article is full of so much great information though, it gives me a lot of hope and inspiration. Thank you so much!

Aug. 25, 2009 at 12:06 p.m. GrievousAngelDesigns

Great practical advice! Thank you so much!

Sept. 3, 2009 at 6:02 p.m. HevVinDesigns

You have given me some fantastic ideas for marketing. TY!!

Sept. 3, 2009 at 6:36 p.m. TiarasandTurtles

Thank you for your time and energy! Lots of good info, I am new here and know I have SO MUCH to learn! I appreciate the sharing!

Sept. 3, 2009 at 7:51 p.m. anniesingletary

thank you for taking the time to write this series. very helpful for a newbie like me!!!

Sept. 3, 2009 at 8:09 p.m. MermaidsMuse

Thanks, Tina for a great series... definitely food for thought! I didn't know about Google Adwords either. Will check it out for sure.

Sept. 4, 2009 at 2:33 p.m. cuddlewithaloha

How that makes tons of sense, awesome info....

Sept. 7, 2009 at 1:19 p.m. LilypondCrafts

Lot's of great tips, I've tried a few but I'm going to put more of them to work, so thankful to you for you sharing.
I'm curious about the indie magazine that someone mentioned, anyone know more about that?

Sept. 21, 2009 at 1 p.m. cardinalhouse

Well, duh! I love the idea about artsy postcards with logo/name small in corner. My day job is in interior design & we constantly get these great postcard ads in the mail. I keep some of the great shots pinned up as inspiration & just because it makes me happy!

Sept. 28, 2009 at 8:24 a.m. lucylovesphoto

THANK YOU! What a great, informative, and useful set of articles! It's nice to see the tips from someone who owns a shop on Etsy, and know exactly what it's like! cheers!

Oct. 2, 2009 at 11:10 p.m. LowlaBug

This was so helpful. Thank you for taking the time to write it.

Oct. 11, 2009 at 1:07 a.m. SerendipityVintage

Wow..I just found this. Great info.!

Oct. 13, 2009 at 1:21 p.m. Laquita33

Great tips :o)

Oct. 20, 2009 at 4:31 p.m. rabbitwhiskers

Thank-you so much for this very informative article! You've shared such valuable information and I am very grateful to you for taking the time to do this!

Oct. 20, 2009 at 5:56 p.m. ArtByCarolAnn

Thank you for taking the time to share your knowledge. I found your 3 part series very helpful!

Oct. 20, 2009 at 7:45 p.m. Fussiepanda

Thanks for pointing me in the right direction. I always knew marketing was important, but had no idea how to do it myself.

Oct. 21, 2009 at 11:39 a.m. BlueOpalJewelry

Once again tinaseamonster, wonderful stuff!

Oct. 21, 2009 at 2:06 p.m. franklymydearjewelry

What a helpful series! Thank you so much for the great tips - as a newbie, it's so great to have easily accessible advice from other Etsians!

Oct. 22, 2009 at 3:01 p.m. SweetSukie

This is juicy information. Thanks!

Oct. 23, 2009 at 10:50 p.m. Lotusgill

Thanks. Great information.

Oct. 25, 2009 at 4:43 p.m. LondonParticulars

Marketing tips are always great, thanks! Lately I have been seeing a lot of bumper stickers with people's etsy shop addresses!

Oct. 31, 2009 at 6:26 p.m. peanutmm

Thanks so much! Just read all three articles, and wanted you to know that I'm another newbie who is so grateful for all the helpful advice.

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