Blogging to Market Your Etsy Shop
Etsy is an ever-changing animal.
The rules of what’s allowed are always evolving, and the SEO algorithms are nearly impossible to decipher. If you’ve just opened a shop, you may feel a little lost as to what to do next. Heck, you may have had your shop for a while now, and just feel flat out stuck and unable to gain traction.
If your “marketing” consists of perfecting your listings and hoping for the best, good luck. Having great listings is a must, of course, but actually being found on Etsy takes a little more work than that. As Etsy has grown, your chances of being listed on the front page have diminished. You can pay for sponsored listings, or run ads elsewhere, but you have another option: blogging.
Why blog for your Etsy shop?
Well, for one, it’s free. I mean, that’s not the main reason to do it, but as far as results for the input, blogging is the hands down winner. Your investment here is time, and whatever the cost of your website.
When you create this valuable content for your potential customers, you will improve your SEO ranking, and your website is more likely to be found. You have more control over the SEO of your own website versus the SEO of your shop directly on Etsy. Once those visitors land on your website, you have the opportunity to direct them to your Etsy shop.
Who do you blog for?
Blog specifically for the people you envision buying your product. Don’t blog for yourself - instead, thing about what your ideal customer would be interested in. The more content you offer for that person, the more likely they are to find you and follow your blog.
Creating a blog for your ideal customer will attract potential buyers. If, for example, you sell custom name signs for kids’ rooms, you could have a kid-focused blog. You could write about the design of kids’ rooms, organization, parenting, kid-friendly recipes, etc. Or, maybe you sell men’s leather wallets. Your blog topics could instead be men’s interests, including fashion, hobbies, grilling, etc. In either example, people will eventually find your product because you’re creating content that interests them.
Those followers may love what you sell and become buyers right away. Or, it may not be an instant sale, but they will become invested in your brand over time. The more you can connect on a deeper level with your potential customers, the more likely they are to make a purchase.
What do you blog about for your Etsy shop?
Some people hesitate to start blogging because they say they don’t know what to blog about. While it’s true that we all have writer’s block from time-to-time, you can always find inspiration to get something written.
Start by brainstorming and taking note of anything related to your product. Many times, questions you receive about the product make good blog posts, so make sure and use those ideas from customers.
If you write informational posts specifically about your product, it can also save you time explaining certain things to your potential buyers. Instead of writing out how to stuff your floor pillows (as I did several times), you can write a detailed post about what type of stuffing is needed and how much, where to buy it, how to fill the pillows, etc. Whenever you get that inevitable questions, simply share the link with that buyer.
Because your inventory evolves over time, you can also use blog posts to introduce new products. You can talk about your inspiration for the design, the process to make it, where you sourced the materials, and more. You’d be surprised how much you can write once you get going.
When do you blog?
Aside from your blog content, the most important part of blogging is that you stick to a regular schedule. It is important that you blog consistently, and on a timeline you can manage. That timeline may be weekly, monthly, bi-weekly, etc, depending on how much time you have to dedicate to your blog.
By posting on a predictable schedule, website visitors will begin to return on a regular basis to read more of what you have to say. The more people visit your website, the more likely they are to make a purchase on one of those visits. Even better, if your visitors become regular readers, they may even become repeat customers because they see your products so often.
Where do you blog for your Etsy shop?
You should have a brand website that complements your Etsy shop. I’ve written an entire blog post here about why I truly believe Squarespace is the best choice. Wherever you choose to have your website, make sure you have a dedicated blog page, and you take the time to do it well.
Blogging as a means of marketing your Etsy shop can yield great results.
While it does take time to grow your traffic using this method, once you’ve been with it for a while, you can definitely see the proof. Aside from the cost of your website, blogging comes at no additional cost to you, and you’re building an identity for your brand outside of Etsy as a bonus.