How to Stand Out On Etsy®
So in summary for the day, we're gonna talk about how to stand out on Etsy. And we all know and we've already covered that's an incredibly overcrowded market. We've talked today about how to catch the customer's eye with your own shop cohesion, things that you can take action on, things that you're in charge of, things you can have control of. And we've talked about how to build brand distinction, how to send out a brand message, and send it out consistently and cohesively and strong. And we even talked about how to narrow that message down, to make sure if you're not sure if your brand is a little off kilter, you can narrow that down by naming three adjectives that describe your brand and always sticking with that tune. Make sure everything always matches those three things. The next thing you wanna do is consistently share that brand message and consistently showcase a style that customers can start to expect from you. That's a big deal. You know, I asked Tim when he was on with us, ...
did he ever feel like he as talking to himself? 'Cause it is the biggest obstacle for creative businesses. And he said, yes, because we all do. And so when I tell you to build a brand message and I tell you to start sharing it consistently, believe me, you will feel like you're talking to yourself and then you will feel like you're talking to yourself for six months and then you'll get a little interaction and a little connection. And then you'll feel like you're talking to yourself for another six months. It is no easy feat to say, I have a message, I believe in this message, I'm gonna continuously share it and continuously do what I do, even when it feels like nobody's listening. And so it's really important to do that. You also, to stand out on Etsy, you want to start to learn how to speak the customer's language. And I like that Tim pulled there, it was a Google keyword tool that you can use, to help you figure out what people are calling your products. For a solid year, I called my bracelets at the Energy Shop, spiritual bracelets and I named every listing spiritual bracelets, until I found out that I was the only person calling them that. Other people were calling them things like yoga bracelets, or energy bracelets, and I didn't realize that I was the only one talking a foreign language. So when I learned their language, and I used the keyword tool to see what are the most popular terms people are searching to find my product, I started to alter the keywords and I found more potential customers, more organic traffic, more Etsy traffic that way, by understanding what people would go looking for if they were looking for my product. So you wanna speak the customer's language. You wanna learn it and you wanna know it and then you wanna enhance it, because you want to get really intimate with the customer and really get to know them. And finally, the best way to stand out on Etsy is to value the customer's needs. Pay no attention to everything, oh, pay no attention to everything else that is going on on the Etsy marketplace and value the customer's needs. Just make it about you and the customer. Stop worry about anything else. If something's driving you crazy or some shop is getting so many sales and you're like, I don't get it, unfollow, stop paying attention to that. It's not helping your case. It's not helping your business. Rather, think about what the customer is doing and value their needs. Etsy is popular, but answering what's in it for me for your customer's is very rare. I don't see it anywhere. I look for examples of it all the time and nobody's doing that on Etsy. So if you wanna stand out, start answering, what's in it for me for your potential customers. There are three key factors to making an online business work. It doesn't have to be Etsy, it's any online business out there. We tend to over think this process. We tend to overdo it a little bit, but it's actually very simple. Then number one key factor is having a website that attracts the right customers and invites them in and makes them wanna kick off their shoes and browse around and shop with you. That's the number one. So that's shop cohesion and that's everything that we have talked about in Build an Etsy Storefront That Sells. Creating an aesthetic and an ambiance that moves the customer, that it's a conductor for the customer's buying process. And then you wanna use your product images to speak to the right people, to capture the attention of the right people and welcome them in. Draw them in and pull them in. So if you're warming up to that, you're really gonna be spending a lotta time in product photography. It's worth the extra effort. It's worth the extra time. If there's anything that will make that leap, that learning curve from not getting a lot of connection to getting a lot of connection and a lot of interest it's improving that product photography. And we talked a lot about how you could do that today. And then it's also about understanding your customer's needs. You wanna be making your storefront a receptive place to land rather than a busy, pushy, everything all the time kinda place. You know, a lotta keywords, a lot of this product, that product all together. You want them to have a receptive place to land. And I think that was true of all the examples we used today. When you get there, it's a receptive soft landing spot. Nothing's too push and it's all very attractive, so I wanna dive right in and that's important. That's a big part of shop cohesion. The number two key element of making an online business work is to build an online web of connection. Every since I started the Energy Shop back in 2010, I knew I was going to have to go find the customers for the Energy Shop. I've never relied on Etsy. And I like looking at is as a giant web that I was building so that every profile that I created, if I was marketing on Facebook or Instagram, Pintrest, Twitter, I looked at it as this giant web where everything linked to each other and it was all an interaction that people could be having with me. And that has a lot to do with marketing. And that's a segue into everything we're gonna cover and how to setup that web that connects, captures, and converts. And the number three key element to having an online business that works, is systemizing and optimizing that entire process. Always enhancing it. Always looking for ways to improve it. You wanna be making sure that customer flows through. Even as you build your marketing campaign, it all comes in stages. You're gonna build a storefront and then you're going to test how the customer's flow through it and you're gonna enhance that process. Then you're gonna build a marketing campaign and attach it, build off of the storefront, to funnel everybody right where you want them to go and that's gonna be the storefront. And there's gonna be stages where that's sketchy. There's gonna be stages where they don't do what you would like them to do. They're not in flow. They're not following the currency. And that means you just have create better conductors. You just need to set it up and test and try. And then the final stage of that is advertising, where you pull all of these people outside of that funnel, into the funnel and get them into your marketing system. So everything we learn in the series of these courses, is going to build on each other that way. And you're going to be looking at improving the customer's experience. You're gonna look at better ways to invite them back and keep them coming and keep a relationship building and growing. And you're gonna brainstorm ways that you can find more people just like them. And again, that leads us to everything we're gonna talk about in Market your Etsy Shop to Sold Out Success. The key to overcoming a saturated market, is simultaneously leveraging it's popularity to your advantage and learning to market it outside of it. That's a powerful strategy. So we're gonna use Etsy and we're gonna use your storefront. We're going to rely heavily on the trust factors that are already built into that storefront and use that storefront to introduce your brand and get your brand in front of more people and build your brand. I see Etsy as brand building tool and so we're gonna use it for that. Again, don't think of yourself as one in a million in an overcrowded marketplace, think of yourself as a person that has a product that millions of people have yet to see. That's a much more empowering way to look at your business online.