Etsy® Marketing Review
So let's just start off by doing a quick review of everything we've covered. Remember that marketing is a big, broad concept. And today, my goal was to break it down into three parts. We talked about your marketing system when we opened the day. We talked about the six activities that make up the marketing system. I'm gonna review them very briefly so that they stay fresh in our mind. We talked about marketing goals and that you want a specific number and you want it to be in a short-term period. And ultimately, you want that marketing goal to feed into your bigger goals, your bigger business goals and your dreams for the year. And then we covered strategy and we looked at where to start the baseline. We talked about how to build a marketing calendar to start working out your strategy. We've already looked at seasonal and annual and plans for your business. So remember the marketing system. It's six activities and it's gonna be built once and working always. It's gonna be easy to enhan...
ce as you go along. And it's always easier to look at a working model to find these activities in place. So I like to look at Cara's example and what she was teaching us about Instagram. You can see that for her, reaching, engaging and establishing trust are all happening in one platform, in a very beautiful way. In a very natural, creative and authentic way. There's no better marketing plan coming together than that in itself. And she didn't have to be everywhere. She didn't have to be on LinkedIn, she doesn't have to spend any time on Twitter. She can really hone in all of her efforts on paying attention to Instagram. At the same time, she's always reaching. She's growing at this rapid pace. She's keeping her following engaged and she's always establishing trust. The more that she shows up in their life with the same message, the more that they can count on Cara, the more that they trust her. And she has raving fans. And you even heard during her segment in the chat room, people were saying, "I love her drawing journals, "I love them, love them, love them." They're waiting for that from Cara and I, myself, am doing the same. I love watching her journal, it gives me so many ideas and it's this world of drawing and organizing and planning that I love to be part of. So that's proof that you don't need to be everywhere. And then next, we looked at the customer flow chart. And when we're looking at the customer flow chart, this is the reminder, this is when and where, all the difference places that six-activity marketing system comes into play. This activity is not an end puddle, but rather, it's constantly turning. It's constantly inviting new customers and moving them through. And this does not happen without the constant pursuit of exposure. Remember that exposure is an act or instance of being uncovered or unprotected. Marketing always means putting yourself out there. It means asking your Instagram followers when you really just want them to like you. But asking them in a way that makes sense for marketing your business. When you put yourself out there, you wanna make sure that that activity all has purpose. And the best purpose and the way to constantly make sure your efforts are gonna pay off is to have a marketing goal, front and center. This is the best way to incorporate purpose in your everyday marketing. This is the desired end result for whatever you're doing or whatever you're saying online. The marketing goal should always substantially contribute to either growth or profit or your business. Growth and profit is the reason we're all here today. That's what an online business is built on, either growth or profit or a combination of both. Now, remember this number is a specific figure and you always want to make it a realistic stretch for you. So what you think you can earn, stretch it just a bit. Because you always wanna be stretching your business and trying a little bit harder. And finally, here's one more quick look at the simple, yet effective, marketing calendar. And so this is always my baseline and really all it is, is the next 12 months at a glance. And you're going to customize your own plan using the guidance that we talked about in the marketing calendar segment. All in all, when it comes to marketing, that is a lot of moving parts. There's a lot that goes into it. There's no question. But once that material is understood, once your marketing is understood, once you realize what it's your marketing's job to do, it starts to become a lot more easier to execute for your own business. This, your whole marketing campaign, the grander scheme of things, your marketing system, is not something you should be worrying about every day. Rather, you take this marketing knowledge and you take everything that your marketing is supposed to be doing for you and you use it as a key. The key for your business. And you check your answers against that key. So as you're going, when you're doing monthly reviews, you wanna come back to this marketing information and you wanna make sure that you're on track, that you're still working towards your desired goals, that your marketing efforts are still contributing something, that you're always answering what's in it for them whenever you're putting something out there online. And just not, don't worry about it every day, but use it in your review, to make sure you're on track.