Advertise Your Etsy® Shop
Today we are going to dive right into advertising your Etsy shop, and of all that we've covered so far in this session, we've been turning your sales, your Etsy shop into a sales machine and of all that we've covered so far, we've talked about how to build an Etsy storefront that sells. We've talked about how to market your shop to sold-out success, and all of that was a lot, and it was complex, and advertising is actually the easiest part of it all. It might be the most advanced thing that we're gonna cover, it might be the last stage, everything we've talked about so far has sort of built on each other. A storefront that sells is the foundation, a marketing campaign is the building blocks, and advertising is basically the decoration on top of it all. Systems like building a storefront, making that a system, that attracts the customer, that walks the customer through your shop or marketing the system that we talked about which we're gonna recap here quickly this morning, is, they take...
time. That's what really takes the investments. You really, that's a long-term build, a careful, where you pay a lot of care and attention to what you're putting together, and then once that's built, you can trust it, you can rely on it. And advertising is simply a boost to an already working system. You wouldn't wanna go out and start advertising until you have everything else in place. So it's like the cherry on top. Again, it's just the extra bonus and I feel that advertising gives you a lot of space to play and it gives you a lot of learning along the way that you'll learn things about your customers and your business that you didn't realize otherwise. So getting traffic in, that's the question that we hear a lot or the question we're asking ourselves a lot or asking other people in the community, how do I get more traffic, how to get people to my shop. It's the easiest part. You can buy traffic. Traffic is for sale. But you don't want those buying eyes until you know it will convert. I don't add advertising to any of my strategies until I know that what I'm working on is already converting sales, it's already attracting, it's already doing its job. Now this is the boost. So again we're gonna start with a selling storefront and a winning marketing campaign. If you haven't made many sales organically in your shop, meaning you're not, organic sales are what I call the sales that are coming when you're not really doing much, so it's the sales that you might get off Etsy, to the sales you're getting by just doing your social media updates, those types of sales are organic sales. If you haven't gotten that already, then you wanna hold off on advertising, you wanna invest more time in the storefront, into making it a solid foundation for your shop. And you wanna do more research on your ideal customer, and you wanna think more and spend more time brainstorming your marketing campaign. When your storefront is cohesive, and it's packaged perfectly in a way that is drawing people in, pulling people in as we talked about, it has that ambiance and atmosphere that attracts and converts, then it's time to advertise. So we can talk about when to add advertising to that already working marketing campaign. And that's where you need to start. You need to start with the marketing campaign we set up in Market Your Etsy Shop to Sold-Out Success. That needs to be in working order before we add the next step. The next step is the budget. So add an advertising budget is where I always like to start, if I'm thinking about advertising or starting a campaign. So to be clear, we're adding that budget and we're adding paid advertising to ensure that we meet or exceed the marketing goal that we set. I am right now building on a lot that we talked about in Market Your Etsy Storefront to Sold-Out Success. I'm going to do quick reviews but I'm using a language that you're all familiar with because we went through that in those previous sessions. So we are looking at advertising last because everything needs to already be in good working order. When we have that whole system in that storefront in good working order, that makes advertising a safer gamble. But to be clear, advertising is always a gamble. It's always money that you're putting in, you're taking a risk. So that leads me to a summary of what I'm about to break down for you here today. We're gonna look at where in your existing marketing campaign you will consider advertising, you'll add an advertising budget, and you're doing that to boost momentum to something that's already working. So this is the marketing system which we looked at in Market Your Etsy Shop to to Sold-Out Success. And the marketing system is an umbrella of activities. There are many layers to each one of these things. We covered this in depth in the last session but let's go over it real briefly. The six activities are identify who your potential customer is, know your ideal customer, know that there's as much to know about them as there is your best friend or your spouse. This is a personal exercise that you need to do for yourself, and so I give you prompts, I can offer you the prompts, I can ask you questions that get you thinking, but I wouldn't do this exercise for you, I wouldn't do this exercise for my clients because I wouldn't pick a spouse for my clients and I wouldn't pick a best friend for my clients. This is a very personal relationship and it's one that you want to take the time to know, identify, and build. And the second activity under the marketing system is to reach those potential customers and this is the part I think a lot of us as creative business owners forget. We know that it's our job to make a product, we know that it's our job to list it for sale, we forget that it's also our job to market and to actively reach for those potential customers. The number three activity in our marketing system is to engage those potential customers and that means not only reaching but actively connecting and interesting the people, and so you'll know you're engaging them if you're getting a lot of likes, if you're getting a lot of comments and if you feel like what your message is being received, then you know you have good engagement. Number four is to establish trust with those potential customers, and number three and four typically go hand in hand. As you are building, as with any relationship, if you are engaged, if you are interested, and if you are appealing to their needs, then you are also establishing trust and you're also showcasing your expertise along the way. Number five is to convert your potential customers to actual customers. It is your storefront's job to do this for you, it is your marketing's job to prompt this for you, and it's advertising's job to get more people into that funnel, to get them onto your storefront and to get them through to your marketing campaign. And finally number six is to follow up with those customers, to keep them in the loop, to keep them happy, to encourage repeat business and keep everybody, a customer flow chart is one that goes around and continues like a circle. We again covered this in depth in Market Your Etsy Shop to to Sold-Out Success, but the important point for why I want to talk about it this morning is that we're not gonna do advertising for advertising's sake. That's a big deal. When I say that, it's something that we should all pay attention to because we often do marketing for marketing's sake. We do listings for listing's sake, we do a lot online. We email for email's sake and that's one of the most dangerous things. I'm glad we had a good chance to talk about that in Market Your Etsy Shop. So this isn't gonna be advertising for advertising's sake, it's gonna have a clear goal, it's gonna be on purpose, and when you add funds and you add a budget, you're going to do that where it matters most to your marketing system. So when you invest in your business's growth via advertising, you wanna make sure it results in growth for us, that means email subscribers, a larger customer base, or profit, and that means for us sales and income. And funds to keep the business going. So I don't recommend boosting for boosting's sake, so when you're using Facebook and you say I'll boost, this five dollars, make sure even if you're boosting a status update, make sure you have a clear result and an intended purpose for that. So I don't recommending boosting just for the social following. But rather, have a reason, something that will actively contribute to growth or profit whenever you boost that post online. So looking at this system, where, the next question to ask is where am I gonna add the funds? Because it's gonna add it somewhere in this system and remember, it's always growth or profit, so once you have identified your potential customers, once you've reached and engaged and are establishing trust with those potential customers, you're converting them into actual customers and you're following up with them. There are two areas where I'm willing to invest in my creative business and of course I want growth for my business and I want profits for my business. And I'm advertising to further my reach and further my conversion. So I'm either going to advertise growth for growth or I'm gonna advertise for profits. Now remember one thing that I loved about Market Your Etsy Shop, one thing I loved about the campaigns we built is that it was all low-cost, no cost strategies. It was really a free system. I can only think of the cost would be no more than $20 to run a successful marketing campaign using those strategies. But they do cost time and energy, they do cost time and energy and setting up the system. And then when you are adding in the marketing system, you're going to do it in a way that is boosting the efforts of that winning marketing campaign that you already have set up.