Etsy for Everyone

Pimp your Facebook, part II

You can find info in how to create a cool Facebook landing page here - but I figured I'd also add some additional tweaks to really make your Facebook fan page über-special.

Add your Etsy Shop
You can have a separate tab for your Etsy Mini both on your personal profile as well as on your fan page. The Storque has instructions, or you can find the App right here.

Shorten your Facebook URL
If you have more than 25 fans, you can change your Facebook URL to something nice - like my www.facebook.com/11m2.de - pretty, ain't it? Instructions on how to do that are here. If you need more fans, head on over to Etsy's promo forums to connect with some other Etsians in the same boat.

Connect your blog
I have an additional tab that automatically updates my blog posts. Plus, it gets me a special URL for each post that adds social media like and share tools to the top navigation. Head on over to Networked Blogs to set this up - it is really easy.

Tweak your profile picture
The profile Picture can be 200 wide and 600 high - and using that space effectively can make a huge difference. I have actually altered it so that it blends in with Facebook's top navigation.

A couple of steps to make this work. First, right-click on the blank template image and save it to your own computer - then make it pretty whatever way you want!

Go to your fan page and click on "Change Picture" that appears when you place your mouse on top of your current profile picture; upload the new one.

Now your thumbnail next to posts will probably look wonky. Just click on "Change Picture" again and select "Edit Thumbnail" from the list - your can now move the cropping area till you find something you like.

If you upload more than one version to get it just right, the way I did, don't forget to delete the unnecessary images from your Photos -> Profile pictures.

Business is slow? Here's what to do now...

Summer on Etsy means less sales and less views. People are out frolicking on vacation, not behind a screen shopping. But believe me, if you play your cards right, things will get hectic again! Here are some things that you can do now:

Social Media

• Pimp your Facebook
• Add your Etsy Mini to FB
• Follow more people on Twitter (start with me!)
• Showcase some Etsians on your blog

Products

• Reshoot pictures
• Work on fall/ winter line
• Think about adding high/ low ticket items - more price points mean more sales
• Make more stuff - when things get busy, you won't have the time

Marketing

• Contact your local newspaper for a story feature
• Go through my low-budget marketing tips

Branch Out

• Look at other online venues - Cosaverde, Dawanda, etc
• Start booking craft fairs for fall and Xmas
• Contact boutiques for wholesale & consignment

Are sales slow? What to do about it?

The general consent seems to be that sales have slowed down. I suspect that total revenue is still up, but possibly spread over more shops and some super sellers. You get lost more easily within the stormy sea that is Etsy.

So what to do?

Finding other promotional outlets as well as possible sales venues might be the way to go. Here are the things I would do if I really needed to stimulate sales right now:

Google AdWords
With Google AdWords, you only actually pay if someone clicks on your ad, which is a model I highly prefer to the "just show my ad and hope for the best" approach.

Set yourself a daily budget you can handle. $2 might look like nothing, but it still adds up to $60 a month. Go for low cost per click; I currently have a limit of 5 cents, I think. Means my ad is displayed lower on the page, but I also get more clicks out of my daily budget.

Try and link to your website with integrated Etsy Mini, not your Etsy shop directly. Getting people into Etsy is great, but you also lose them more quickly. I still have to change that, but my website is not up to scratch right now - needs to be redesigned this weekend.

Project Wonderful
When you choose to place ads through Project Wonderful, go for your target market. Analyze your CPC (cost per click), because those can easily end up more expensive than Google Adwords clicks. Find more about my take on PW here.

Local press
Get in touch with the local newspaper, your church newsletter, anything that your town is affiliated with. Make it a home story, a glimpse into your workspace, anything that is of interest to them - and mentions your shop and your great handmade products.

Decorate a shop window
Have an office nearby that doesn't utilize its display windows? A pet barber that could use some plushies? Offer to place your products in a nice display, with a sign directing people to your website - give them merchandise or a cut if things are sold directly from that window.

Social Networking
Are you doing all you can out there? Do you blog, do you link to Etsy on Facebook, do you twitter, do you place your photos on Flicks? There are so many venuews where you can cross-promote your shop.

More tipps and ideas?
You can read back on some previous ideas of mine and the Virtual Labs right here.

Project Wonderful, Part II

I wrote about this ages ago, but figured it was time for another update.

Like every good Etsy seller should know, Project Wonderful is the place to buy affordable online ad space. See those boxes on the left? Those are Project Wonderful ads. Depending on how many people want to advertise somewhere, the price goes up or down.

Don't just start advertising like crazy, though!

Here are some easy rules:

• Give yourself a monthly, weekly or daily budget, and don't go overboard.
• Choose websites & blogs where YOUR target market hangs out. 
• Design appealing ads for different target groups and sites.
• Check out the site where you want to advertise.

The last remark is especially helpful, because ad space does not equal ad space.

Some sites will place or more ads in a small space, possibly sell ads through Google, Entrecard and X other providers - and your tiny little 125x125 box will get lost. Great revenue for them, worthless results for you.

This what I usually do:

• Search on Project Wonderful. In my case:
  • Category "Parenting & Kids"
  • At least 30-50 page views a day
  • No minimum bid
  • No more than $0.50 a day.
  • Box ads 125x125
• Click on the site name to get to the actual site.
• Where is the ad box? How visible is it? What kind of colors will go well with it?
• If everything is okay, I will usually book a max of 10 days, then evaluate.

Absolute no-go websites for me are the ones that also have an Entrecard box on there. Why? Because their page views are most likely coming through Entrecard, meaning uninterested people dropping in on 100 or more sites a day to get "credits".

I also don't advertise on sites where one half is reserved for boxes, ads, etc. Absolutely overkill. Don't go for sites where you aren't actually on the first page but in some sub-category.

And I prefer site where there is some selection of advertisers. I could get a lot more money on this blog if I was to approve every "get rich quick" or "web comic" ad that comes my way. I don't. I only select ads that are somehow relevant to my readers. Personally, I do not want to be placed between super sale ads and adult web comics.

Pretty much the best space is either top left or, in a pinch, top right. There is a reason why my ad boxes are a) few, and b) placed in the upper left - according to usability studies, that's the best place for ads.

This blog will get a redesign soon, but my ad boxes will definitely stay where they are.

Seth Godin at The Storque

My personal marketing Guru has given an interview to The Storque - be sure an check it out!

About Dawanda

I know some of you might have looked into Dawanda for a European-based Etsy. It's pretty much a copy of Etsy, with some differences. I actually sold there for a while, but have stopped. While it has its plus points, here are my reasons for not selling there anymore.

The main difference is the amount of traffic. It is app. 1/20 or less than Etsy. Meanng sales are scarce. Don't get me wrong, some people do really well - mostly the ones that would not be allowed to sell on Etsy. Meaning real businesses, with one person designing the stuff and a host of seamstresses making them.

I prefer the 1-on-1 interaction on Etsy. Don't get me wrong, I love small businesses with a crafty/ creative edge when shopping locally, but I don't want to compete with them online.

Some of the technology is more advanced than Etsy's - like a beautiful Alchemy-style section where you can offer your customizable products. People then choose from the different options and place their individual orders that way. And yes, you can use any of your existing listings as a template for listing new stuff.

On the other hand, some technology is a huge drag. What made me give up on Dawanda was the fact that customers had 3 different ways to communicate with you - through the Alchemy-order, the order itself, and convos. And when Dawanda sends out notifications, they don't include the actual message. It was impossible to find relevant info on an order without going throughhalf the site - easy to make mistakes. And getting in touch with customers was neigh impossible, since people do not "live" on the site the way Etsians do... and Dawanda did not provide you with a direct e-mail address.

Other than that, I took offense at Dawanda's intrusion in "my" business. When I had a beef with a customer, they told me what I had to do, though my own rules and regulations stated something else.

After I left, many other very active people did, too. Not because of me, but because of the fact that some very involved users, people that were promoting Dawanda from the beginning, spending their time giving constructive feedback, were banned. Yes, I know we have had similar situations on Etsy - but Etsy is such a huge site that it doesn't have the same impact. Dawanda forums basically consist of 20 people, and having 2-3 of the "leaders" banned definitely hurt the site.

As far as I know, Dawanda still charges no listing fee, but something like 5% of every sale. So if you want to give it a try, go ahead - it's not that much of a financial risk.

Personally, I doubt they will gain any momentum in the future. They got started on venture capital and are not making much on commission. Any PR that mentions Dawanda also mentions Etsy; and while Germans aren't known for their brilliant English, many of the Internet-savvy folks will still give Etsy a try, especially with Paypal gaining more acceptance over here.

Know your market, not your style

A thread in the forums got me thinking. Many people seem to know what their style is, and what they make, but are unable to phrase who their target market is.

Knowing your target market is much more important than finding your style. Okay, maybe just as important. Here is why:

Communicating 1:1
Imagine your interactions in real life, talking to your work colleagues, people you meet at a party, your family, your closest friends. You will use different vocabulary, talk about different topics, probably even behave slightly different.

When you are translating that to your shop, it is almost impossible to "talk" to many different kinds of people all at once. You can't  please  goth youngsters, hip business executives, and stay-at-home moms all in one shop... unless there is some kind of overlap in interest.

Overlap of interests
All of your buyers have some overlap in common - now you need to identify that overlap, and you know who your target market is.

Even a goth youngster and a gray-haired granny could have something in common - be it that they were shopping for the same person.

More than one target market?
Yes, it is possible, but difficult. Having more than one target market, especially when it is diverse, means communicating more than one message at the same time. Large corporations do this by introducing different brands - you might consider starting a second Etsy store.

Now what?
Once you know who your target market is, you can evaluate your communication means, Does your banner appeal to that group? Are you active in the right communities? Where could you advertise (i.e. through Project Wonderful)? Which magazines or papers does your target group read - can you get free press there?

Additional reading:
Marketing 101 - The Four P's

Virtual Labs: marketing on a shoestring budget

Etsy has introduced a new feature for sellers, called the Virtual Labs. The Labs are split into chat rooms with some fun additional stuff, but the real added value comes from the frequent workshops and sessions.

I participated in my first one last night, concerning marketing on a shoestring budget. And it was fun! Okay, we spent half an hour beforehand throwing tomatoes, chicken, pencils, and racoons at each other (don't ask) , as well as trying out all those buttons - but the real magic began when the session started.

Suddenly, Etsy Labs was in the house. Four Etsy girls were actually there, in front of a webcam, talking to us! And while we were typing in the left-hand chat window, they could pick up on our questions and react! Honestly, I had a blast. :)

Here are the most useful tips to get your Etsy out there, as I remember them... sorry of they seem unorganized, they are - I remembered something new every couple of seconds. :)

If you want to know when another workshop is planned, check out the forums or The Storque.

Car promos
Etsy Labs has introduced cool new bumper stickers that are just $4 each - and it's a fun way to promote Etsy. I especially liked the one that said "Don't blame me, I voted for Etsy.com".

Of course, you can also choose to promote your own shop or site - or get a car decal from one of the talented Etsy sellers., for example Monster Promos.

Business cards
Those you need to have on hand at all times - and we are agreed that ones depicting your products are best to ensure people remember you. Check out my tips for Moo cards.

Wear your products
Well, if you can, at least. Having a sock monkey hanging from my neck looks kinda stupid - but I do carry my keychain on me at all times, and do get comments on that... and then I just hand that person my Moo card.

Pictures, pictures, pictures
Like I have said numerous times, no matter what you do, pictures are key to your success. Great pictures increase your likeliness to make a treasury, and therefore make the frontpage. One of my sock dogs achieved that - and got more than 300 extra views in one hour. Seriously. In addition, great pictures mean that you pop out when people search for products.

It doesn't matter how crappy your camera is - the key lies in natural light, no flash, using the macro setting, and an editing program like Photoshop. Here's some help on getting great pictures and working with Photoshop and Fireworks.

Etsy Mini
Use your Etsy Mini to display your products on communities and your own website - no hassle, since it updates itself... and a great way to get people into your shop.

Online promotions
There are many ways to get your name out there - here are the ones that I remember as being mentioned:

• Flickr
• Craigslist
• Trunkt
• MySpace
• Friendster
• Craftster
• Indiepublic

Be careful with some of these, though - you need to know their rules to handle them correctly.

On Flickr, you can have your shop address in your profile, but no link to the listing in the photo description. I usually upload the first photo of whatever I listed that day, and then publish it to app. 6-8 groups that are relevant.

Craftster allows your shop address in your signature, but don't ever add listings or your shop URL in any thread.

Blogs
Blogs are great... if you have readers. Check out my article on "To blog or not to blog" for more info.

BuyHandmade.org
Have you seen the new button on the lower right of my blog? Yes, I also choose to promote Etsy's newest initiative, BuyHandmade.org. Etsy combined forces with some of the greatest craft sites, and will be promoting to shoppers to disregard Target and Walmart this holiday season. I am excited about the initiative and hope to see loads of PR popping up in the next couple of  weeks. Go on, sign the pledge!

The Storque
The Storque is Etsy's blog slash e-zine, and it's written by us, the users. Do you have an idea for an awesome article? Then pitch it to them.

The Storque is great to get some recognition and participate in unsual ways. I wrote an article on the history of sock monkeys, and you know what? I can trace the adoption of two critters directly to this article. Most importantly, it's fun to do.

Street Teams
Etsy Street Teams are great to hook up with like-minded artists and artisans. Street Teams exist for almost anything - geographic reason, target market, products... You can find all of them here.

I am part of the Etsy Plush Team and love the people in there - so much talent, and no competition. And we are currently preparing a surprise. :)

Newsletters
Having a regular e-mail newsletter is an awesome way to keep in touch with your customers. Just make sure that you have the recipient's permission to contact them - you can even ask for their okay in your confirmation mail after each sale.

I have chosen E-Newsletters Online for my newsletter, because they have an easy-to-use template... and are free for up to 100 e-mails per month. And I don't write about my newest listings, really - my newsletter is actually fun to read. Want to take a peek?

You can also just send a regular email, without all that software - just make sure to add all addresses as BCC (blind carbon copy), so that you aren't publishing all e-mail addresses to everyone else on the list.

E-mail signature
Every company has that - when you receive an e-mail, the employee's name, position, and phone number is usually added at the bottom to each e-mail.

You can do the same! Just search your e-mail providers help files for "signature" to learn how to set it up. Mine reads "Sock critters with attitude - www.strumpfkunst.de"... so whenever I send an e-mail, that person is reminded (or introduced) to what I do.

Labels: Etsy, Promotions

Raising prices?

Based on South Pacific Body's thread on a Storque article, I just got thinking about the underpricing apparent on Etsy.

Funny enough I just had that discussion with my best friend yesterday. Her mom knits socks. And while she is extremely fast with knitting, she only makes a tad above materials.

My friend said "That's normal for handmade." No, it's not.

Her mom is not able to convince buyers that her socks are worth a higher price, even if the competition might be priced lower.

Much of that is marketing and has to do with the whole package. Look at my own shop - my prices are high. But the quality and product is worth it.

My critters have woven labels, great photos, and are definitely different. My banner, business cards, and packaging match. And the workmanship is perfect - the stripes align, all seams are hand-stitched and hidden, and I have perfected my critters... before starting to sell them.

Not everyone can just raise their prices - but sometimes changing everything but your product (photos, banner, descriptions, profile) will be enough to suddenly charge more.

People don't buy Gucci bags because of the product quality, but because of the marketing behind it.

Marketing 101 - The 4 P's

Like I have said before: Etsy is no different than any other commercial venue. The same laws of supply and demand exist. That means that it cannot hurt to be familiar with some basic marketing.

Definition
Many people think that "marketing" just means advertising, but that couldn't be further from the truth.

Marketing is the process of identifying what your customer wants, and providing a product to fit that need.

Market research, quality management, and pricing are all part of marketing - just listing on Etsy, determining which pictures to use and setting the price is you doing marketing.

Basic models
Like any other kind of business management, marketing uses basic models to visualize some of its aspects; a graphic representation or table /checklist is usually used.

This might seem unnecessary to some smaller sellers, but is actually a great way of identifying what you are doing and splitting it into small, easy to define areas.

The Four P's
The four P's are at the heart of every business: they are also called the "marketing mix". If you have defined those four areas, you have in fact defined your business. Let's start with a short overview:

Product

• What are you selling?
• Are you concentrating on one product, or offering a range of (possibly different) products?
• How are you packaging your products?

Quality management is also part of the first P. When talking about assortment, you generally separate "generalists" from "specialists". Some Etsy sellers have 200 or more different pendants in their store - those are specialists. Others combine paper crafts, jewelery, and bath & body products - those are generalists.

Price

• How much do you charge?
• What are your payment and shipping policies?
• How do you handle retail vs wholesale/ consignment?

At the heart of the price policies will always be the market - what is the supply and demand, how are competitors pricing their items.
I want to stress that "competitor" depends on where you see yourself. Always remember that Tiffany's will not see Wal-Mart as a competitor, though both might be selling jewelery.

Promotion

• How do you present yourself? (banner, avatar pictures, business cards, etc)
• Where and how do you promote? (blog, website, advertisements, forum activity, craft fairs, offline)
  

Promotion is everything where you are visible to the outside. Your image needs to be in line with your products and prices.
If you are selling jewelery with silver and precious stones, don't use a playful name or colors in your banner. If you are selling inexpensive jewelery for a young crowd, don't give yourself an elegant name and subdued banner.

Place

• Where are you selling? (Etsy, online shop, craft fair, brick & mortar store, etc)
• How does the product get to your customer? (personal delivery, shipping, store)

It's been said before - don't put all your eggs in one basket. Ideally, you will have different sales channels to peddle your goods, so to speak.