Reaching new customers and keeping your current customers coming back is a huge part of any Etsy store’s success, so you need to build your marketing campaigns with those objectives in mind. This quick introduction breaks down how smart email marketing and social media can help you stay connected to your customers and find more people who’ll love shopping your Etsy store.
Email is a direct line of communication between you and your customers. Sending great emails allows you to reach prospective customers who are interested in your industry or product. The most effective form of marketing for your Etsy store is your email marketing strategy.
Build a mailing list.
You should be getting customers’ emails when they do business with you, and your store should have a subscription form so people can sign up to receive emails, like newsletters or notifications about new products or sales.
Connecting your Etsy store to Constant Contact will automatically sync up with new customers’ contact information, make sure you have legal permission to email them, and allow you to send automated and customized email campaigns.
Send the right emails.
Your emails should build trust between you and everyone on your mailing list. That all comes with sending the right emails. If you’ve shopped with the bigger online stores before, you’ve seen some of the “right emails” already. Your email campaigns can include key messages:
- Invitation to connect
- Monthly newsletters
- Special promotions
- Abandoned cart reminders
Sending the right emails to the right people at the right time can help you grow brand awareness and close more sales.
Automate the process.
Once you have a strong mailing list and you know what you’d like to say, you can start putting together emails that are sure to get read. Email automation allows you to set up a series of emails to send at just the right time.
You can send an automatic welcome email when someone new subscribes to your list, and you can get back in touch in a few days to invite them to connect on social media. And if you link your Etsy store to Constant Contact, you can even send automatic abandoned cart reminder emails.
You probably know what impact abandoned carts have on your business. It complicates keeping inventory, and each abandoned cart is the ghost of a customer who almost paid you. A simple reminder might get the customer to come back and complete their order.
Segment your customers.
Retail segmentation can give a huge boost to your Etsy marketing strategy. All of your customers are individual people and you don’t want to treat everyone exactly the same. Market segmentation is a way to break down your email lists, putting different subscribers into different groups.
Segmenting your emails allows you to roll out more targeted Etsy marketing campaigns for each specific group. Each customer will feel like the message was hand-crafted for them. It builds trust between you and them, and it can result in continued business and referrals.
Social media marketing
A lot of people scroll social media for hours every day, just looking to kill some time. As they’re scrolling, their guard is down so they’re more receptive to hearing new messages. Think about your ideal customers and where they’re hanging out. Do you want to show them images of your products? Share videos? Pick a few platforms that make sense for you.
Make the most of free social media posts.
For Etsy marketing, social media accounts are a must-have. You can run paid ads on most platforms, but free posts are a great way to connect to people and grow followers. You’ll build a following of genuinely interested leads — people who are interested in your industry and have a need for your product.
Create content people want to share.
Try to avoid making social media content that talks exclusively about your storefront.
If you keep your focus on putting out shareable content, your feed won’t seem like constant advertising. Create posts that establish your credibility in your industry. These could be interesting facts about your market, tips about how to shop for certain products, and the must-have products for your target market.
It’s not easy to create viral content, but it’s not a bad goal. If you make something that people love sharing and it really takes off, that means more people will be looking at, and learning about, you.
Use hashtags to join conversations.
You can share your own posts, but you can also check relevant hashtags and try leaving comments on other posts, too. Using the right hashtags in your own content can increase the likelihood that users who are interested in the types of products you offer will find your posts when they search hashtags.
Spotlight your products’ visual appeal.
Some platforms are better for showcasing your goods with beautiful images. Instagram isn’t just an app to show pretty sunsets and five-star meals — it can also be a strong part of your Etsy marketing strategy. The platform’s focus on visuals gives you a great opportunity to show off your products. Even though people can’t pay you through Instagram, you can use Instagram to sell as long as your account bio links back to your storefront. The algorithm can use your paid ads to direct potential customers to your page through the “Explore” feed, too.
Try video marketing.
For many Etsy marketing campaigns, video is the best possible medium. Use videos to explain products, show them in action, or teach your customers more about your industry and your process.
Every retail store needs a YouTube channel. It’s easy to set up and doesn’t take very much to keep going. You can embed links to your website in the video itself as well as in the description of each video. This increases brand awareness, but it drives traffic to your site. More than half of Youtube users visit the site every single day. That’s a lot of opportunities to generate leads.
Use influencer marketing and brand ambassadors.
If you want to get a lot of eyes on your product, then using influencer marketing for your Etsy store is a home run. Influencers are personalities on social media who have tons of followers who care about what they have to say. That means that any suggestions from the influencer will be better received than a suggestion from a random person.
There are two ways to work with an influencer for your store. The most common way is to send them free products and ask them to talk about the products or wear them in their posts. The other method — and probably the only one major influencers will accept — is to pay an influencer to talk about your products in a positive product review or by paying them to wear and tag your products in a post.
Getting connected to help drive sales
Finding new leads and generating repeat business can both be tough, but finding ways to stay connected with existing and potential customers can help. A strong email marketing campaign can keep customers coming back, and an authentic social media brand can draw in new ones. It might seem scary at first, but the returns make it all worth it.