Guide to Using Social Media to Promote Your Etsy Shop
So you’re focusing on marketing your Etsy shop so you can drive massive traffic to your shop. So far, you’ve perfected your SEO, set up your Pinterest account, and implemented sales and coupons into your marketing strategy.
Then, you’re left asking, now what?
Another way to boost your listing in Etsy is to promote it online to your existing marketing
channels, such as your email newsletters, blogs, or your social media accounts.
Now, before we begin, here’s a word on social media.
While I encourage my students to look into social media, don’t get sucked into it!
Research shows that social media just does not convert to sales very quickly, especially for small businesses.
Because, when people are on Etsy, they are looking to buy something from Etsy. When people are on Facebook or Instagram, they are looking to socialize with their friends.
With that being said, building a social media following is a great way to build a community and have a platform for your existing customer base to go for quick updates about you and your business – which is why I tend to encourage it after hitting a solid 200 sales or after your first year of building your Etsy shop.
If you think you’re ready to divide your time away from growing your Etsy shop and focus on social media, read through the following guide to know how exactly you can use each platform to help your Etsy shop.
Why Promote on Social Media?
I mentioned this earlier, but using social media is a great way to build organic relationships with your customers and target audience.
You’ll be able to easily build a community of like-minded individuals who enjoy you for you! And if you’re lucky, you’ll be able to get some additional traffic coming in from these outside sources.
Here are a few reasons why I recommend developing a social media strategy to promote your Etsy shop:
More and more people are purchasing through social media
I know you’ve seen tons of Instagram influencers promote and advertise products on their profiles.
Nowadays, more and more people are likely to purchase something after they’ve been influenced by something they see on social media.
Don’t expect your sales to triple or even double, but it is likely that you’ll get a few people who see you rocking your products and just have to have it!
It increases your exposure
Obviously, with utilizing hashtags and staying actively present on your social media accounts, there are going to be people who naturally begin to find you through your accounts.
As your exposure increases, it’s your job to convince them to head on over to your Etsy shop after they’re done browsing through your profile.
Don’t think that it will happen naturally!
I’ll give you a few of my tips on how exactly to do this later in this guide.
It builds trust with your audience
Most importantly, having a solid social media strategy is going to help you build trust with your audience.
Instead of using your social media accounts to pitch your products all of the time, use it as a time to show your audience behind the scenes of your business and an inside look into your personal life.
With this, you’ll build a community of people who know, like and trust you.
And if you end up asking them to check out a new product or tell them about an upcoming sale, they are going to be so much more likely to purchase from you and support you in all of your endeavors.
It’s a win-win for everybody!
How to Pick Your Social Media Networks
This is where it gets a little tricky.
I’ve seen some of my students just pick a social media platform that they’re the most comfortable with or, even worse, they use all of the platforms that are available to them.
You do not want to do this!
I know you may think to establish a presence everywhere so you can increase your exposure is the most logical thing to do, but it’s going to become extremely challenging to manage multiple social media platforms at one time.
You’ll get burnt out and end up neglecting all of them.
What I recommend is starting with one platform, and mastering it (as in you have a steady following and you can handle posting to it consistently).
If you feel like you can add more to your plate as time passes, you can add one at a time.
At the end of the day, you don’t want to lose sight of your main responsibility, which is your Etsy shop.
If taking on just one social media platform right now takes time away from running your Etsy shop, then table it and come back to it later. No social media strategy will be good enough to replace the work you can do on Etsy to build up your business.
Find Out Where Your Audience Hangs Out
As we work through this social media guide, you’ll find that I don’t tell you “Do exactly this to market your Etsy shop with social media.”
I don’t do this because what works for one Etsy seller may not work for another.
Each and every one of our target audiences differ from one another.
In other words, you want to make sure you’re conscious of where your target audience hang out and what they are looking for through social media.
If your target audience typically hangs out on Instagram and engages more with an inspirational quote and funny baby videos, but you’re posting news articles and promotional content on your Facebook page, then you’re doing nothing but wasting your time.
Remember, creating a social media strategy isn’t about what you like, it’s all about your target audience if you want to see a difference in traffic and sales.
Finding the right platform can be tricky, but here are a few ways you can determine where to find your audience:
- What is your target audiences demographic? From there, what platform does your demographic generally gravitate towards? For example, teenagers and young adults can typically be found on Instagram, you may find an older demographic on Facebook, and a more professional target audience will be on LinkedIn.
- Do some research on your competitors. Which platforms do you see they’re using the most? Typically, if they gravitate towards one specific platform and you have the same target audience, then they’ve done most of the hard work for you and you have a pretty good idea that you’ll find your audience there.
- If you want to be positive you get it right, simply survey your current customers and ask them which social networks they prefer the best!
Find Out What Your Audience Likes
It’s not enough just to know where your audience hangs out.
You’ll also want to find out what type of posts your audience likes and are the most engaged with.
You’ll want to review multiple competitor profiles and look through their posts.
Which ones get the most likes and comments, do you notice a trend in what they post and when they post it?
How often do they post a week? Determine if you should stick to the same schedule or make it better.
Doing this type of analysis may seem like you’re copying your competitors, but you’re simply getting an inside look into what your target audience is attracted to and implementing it.
When it comes down to actually posting things on your account, stay original and never copy someone’s post!
But if your competitor posts gifs and memes and that get a lot of engagement, then you may want to consider doing the same thing.
Find Out When Your Audience Is Active on Social Media
Another component of posting on social media is posting when your audience is active on your platform.
This may take you posting regularly for some time before you can calculate accurate times, but you can also guestimate good times by analyzing your competitors.
Or, you can use the Preview app to see your personal best time to post.
The app analyzes your Instagram account and tells you:
- Your best time to post
- Your best time to interact
- Your best day to post
- Your best day to interact
- Use this information to grow your Instagram
Having all of this information is super important when it comes to developing your social media marketing plan.
Benefits of Each Platform
I’m going to write this guide assuming you already know the fundamentals of how social media works and the features that each of them offers.
I won’t be going into detail on how to set up each platform and how to use them because I know you want to get to the real benefits of using each platform catered specifically for Etsy sellers and making sure you’re using each network to its full advantage so you can boost your views.
Side Note: In my opinion, I find that most Etsy sellers use and have great results with Facebook and Instagram as their choice of social media platforms, in addition to Pinterest (which is apart of another guide of ours). I’ll briefly go over Twitter, but will mostly talk about the benefits of Facebook and Instagram for Etsy sellers.
Related Resource: Pinterest Guide for Etsy Sellers
Instagram works similar to Pinterest, considering it has a strong visual component – which makes it great for Etsy sellers!
Unlike Pinterest, Instagram has more of an interactive component, so not only is it effective to share photos of your products and behind-the-scenes details, but it’s also a great place to make your brand more personable and community-based.
This is going to be the key to making Instagram work for you and your shop!
Here’s a review of how to utilize Instagram to market your Etsy business:
- Show snapshots of your work in progress
- Reveal brand new items that are on sale
- Use Instagram Stories to showcase an item and direct them back to your Etsy shop
- Tell the story of your brand
- Make your Instagram full of exclusive incentives
- Be vulnerable in front of your audience
- Build a community by encouraging your audience to comment, like and share – and always return the favor!
- Don’t just share photos of your products or promotional posts, include personal photos as well
- Use contests and giveaways to increase your exposure
To learn how you can specifically use Instagram to promote your Etsy shop, read the complete post where we teach you the steps to take to grow your following and increase your engagement.
Related Post: How to Promote Your Etsy Shop on Instagram
Facebook is a great place to go to build relationships with not only your target audience but also other people in your niche because it offers a space for dialogue and communication.
Not only does Facebook make it ridiculously easy for your customers to message or contact you through your Facebook page, but they also offer the ability to join Facebook Groups, which gives you access to thousands of people that you can build a relationship with.
With the power of Facebook Groups, not only will you be able to promote your Etsy shop, but you’ll also be able to ask for feedback from your peers, ask or answer burning questions, and have a space to interact directly with your audience on a daily basis.
Here are a few tips to utilize Facebook and using it to promote your shop:
- Give your audience an incentive to visit your shop by offering coupons and special promotions
- Use Facebook’s sell feature that allows shoppers to click on your products and be directed back to your shop
- Join Facebook Groups and stay active!
- Consider investing in Facebook Ads (if it makes sense)
If your audience hangs out on Facebook and you want to learn more about using it to promote your Etsy shop, head on over to our Facebook post, which walks you through setting up your Facebook page and tips on how to market your Etsy shop.
Related Post: How to use Facebook to Promote Your Etsy Shop
I’ve heard that Twitter is attractive to certain target audiences because of its ease of use and simplicity.
This makes it extremely easy to interact with customers and connect with people within your niche.
I personally do not use Twitter for my Etsy business (my audience just doesn’t hang out there enough!), so I can’t offer too much information on it and I would hate to steer you in the wrong direction.
If you want to learn more about Twitter and how to promote your Etsy shop with it, I recommend you check out the following resources to get a good idea:
Twitter for Promoting Etsy Shops – My Craft Assistant
Using Twitter for an Etsy Business – Everything Etsy
An Etsy Shop Owner’s Guide to Twitter – Handmade Weddings Blog
Twitter Marketing for Etsy – Around.io
Etsy Social Media Content Strategy
Now that you have a social media platform picked out, it’s time to work on your content strategy.
The secret to a successful social media strategy is having a different variety of content posted at the most optimum times.
The following is the general content strategy that I recommend beginners follow:
60% Education Posts
- Relevant News
- Helpful Video
15% Engaging Posts
10% Inspirational Posts
- Inspirational Quotes
- Personal Stories
10% Promotional Posts
- Your Products
- Upcoming Events
- Your Blog Posts
5% Entertaining Posts
- Funny Videos
Of course, you do not have to follow this word for word, especially if you’ve done your research and your audience requires something else.
However, for those who are starting out or have no idea what type of posts their audience reacts to, this could be a great place to start. Remember, you can always change it up later if you find that this strategy doesn’t work for you.
Mainly, I wanted to share these percentages because I wanted to put into perspective the types of posts you should be posting.
Notice, if you follow this content strategy plan, you’ll be posting majority educational and helpful content and minimal promotional posts.
I highlight this because as I look through Instagram or get emails from students who go hard on social media but haven’t been able to grow their followings or seen an increase in sales, there’s a common factor as to why.
They’re posting nothing put promotional content.
Meaning, you go to their profile and all of their photos are of their products and their captions are talking about a sale or asking their audience to go to their shop to buy.
While this most definitely works for some Etsy shops who already have a large loyal customer base, if you’re new it most likely won’t make any difference in getting your audience engaged and giving them a personable look into your life.
Whatever route you take, try to post less promotional content and more content that helps your audience and you’ll be on your way to building a community.
Having trouble figuring out what to post on your social media accounts? Grab a copy of the Social Media Content Strategy so you can properly plan your social media content for higher engagement!
Social Media Audit
Okay, so you’ve figured which social media platform your audience hangs out at, you’ve implemented all of the marketing tips I gave you and you’re on your way to building a solid community!
Or, if you were already on social media prior to reading this blog post, you may be wondering how you can get even better at it!
After a few months of actively being involved on social media, revisit this blog post and conduct a social media audit.
Doing an audit consists of evaluating and analyzing what’s working for your accounts and what isn’t. This will tell you what adjustments you need to make when it comes to your current strategies, and areas where you can level up!
Whether you’ve been using social media for business for years or just a few months, it’s important to continually reassess your strategy and update your goals (or even set goals in the first place!).
An audit is an opportunity to ensure that your accounts are aligned with your business goals, and all that effort you’re putting in is actually helping your bottom line.
Here’s a Social Media Audit Checklists that you can work through to audit each of your social media accounts (Facebook, Instagram, and Twitter), which will help you determine if you’re on the right track or if you need to work on certain things.
Social Media for Etsy Sellers
Like they always say, hard work eventually pays off.
At the end of the day, social media isn’t the “secret sauce” to cracking Etsy and getting thousands of people to your shop a day…in the beginning.
If you show up every day, stay consistent, audit your accounts regularly, then you’ll see the results eventually.
Some will be in a matter of months, some will take a little longer. But if it’s worth it to you, you’ll keep up with it.
Above all else, have some fun!
Social media is mostly to engage and connect with your audience rather than pitching your product every day. Look at it in a different light and you won’t feel as pressured when it comes to social media and you’ll be snapping photos and posting like it’s nothing!