Etsy Seller Workshop

Go Global:It’s as Easy as

Guide to Online Selling and Marketing

By Rickson

Overview: Internet as an International Tool

Promotion:

- Links to Facebook and Twitter- Making Friends = free promotion- Analyzing Shop Stats- Blogging- Staying Connected- Staying up to Date

Getting Online:

- What is Etsy?- How to create a profile and Shop- Photography for Online Use- Tagging (SEO)- Pricing your work- Getting Paid- Shipping

What is ?• Etsy is a global online marketplace for

- All Things Handmade- Vintage Items- Supplies

- Think of it as a huge market in one place and you are going to learn how to set up a tent (shop) within this marketplace.

- All of it’s customers from all over the world already come to the marketplace to buy the type of item you are selling from the list above.

How is having an Etsy Shop Different from making my own Website?

Etsy Helps you to Be More Visible

Internet is a sea of websites, having your own site is like being on a raft waiting to be

found.

An Etsy Shop is like having a ‘cabin’ on a ‘big cruise line’. You’ll be easy to find, and

you connect to others while you sail around the internet linking to other ‘big boats’ and

even ‘rafts’.

Website VS Etsy

Etsy Overview

• Free to join• 20 cents per posting• Etsy takes small percentage of each sale (3.5%)• Well established trusted site• Target market• Help with building a shop• Advanced searching systems• Analytics system built in• Connects to Paypal • Connects to Facebook/Twitter• Connections to other artists

• Etsy makes money when you make money, so they help you succeed

How Does Etsy Work?

Getting Started

First you Create an Account

Check the email you used to make your account

When you go to list an item Etsy will prompt you to enter credit card first.

List an ItemSites are very user friendly, but you need to learn how to post smart.

- Fill out honestly so buyers that want your item can find it- Category: The one that suits the work best- Type: Optional, only use if one really matches the item

SEO: Search Engine OptimizationBasically, knowing where to put the words that define your shop, so search

engines can connect your buyers to you. ANYWHERE Etsy asks for words, will be used for SEO. I will mention more important places as we go with SEO.

Images Online = SmallMaster Shot:

Should show what item is and make people want to ‘Click’ Detail shots: Different anglesItem in action: Jewellery being worn, bowl with fruit in it, mop mopping etcPackaging shot: Show your beautiful packaging if you offer itAny extra detail images, I show how the pieces are made.

Other ideas include: - You in your studio- A happy customer wearing your work - A image saying you were featured on the front page of Etsy

Titles (SEO) : Put ALL Important information.

Description (Beginning is SEO) : Concept, size, weight, materials, how it’s made, stories help conceptualize the object for buyers/collectors.

Shop Sections SEO and Item Attributes: Narrowing the saleShop Sections can help shoppers to navigate your shop.

Eg: Rings, Necklaces, Bracelets, Earrings etc.

Attributes used to help buyers find your item. ONLY use it item suitable for only ONE Recipient, Occasion or Style. Otherwise can be missed by buyers looking for it under a different attribute.

Tags: Words Buyers Use When Searching SEOTry to figure out what words your customers will use to search for the items they want…which should be the items you sell.

- What is it? - What is it used for? - Materials- Techniques (eg. Handmade, carved, engraved etc)- Occasions (eg. Wedding, Bridal)- Colour- Style (eg. Modern)

Pricing Your Work for Online SalesCalculating Wholesale and Retail Prices

Perceived Value: How much does something look like it is worth

Market Ceiling: Does your item have a top price people are willing to pay?

Market average: Is there an average price for products similar to yours?

On Etsy once an item sells, it shows up in your sold section. The price will not be shown so you are free to raise and lower your prices as you wish.

Calculating Shipping

• Air mail to US for small packet is: $2.00 – 6.00

• Mailing item takes half hour ($12/hr = $6.00)

• Envelopes, bags, business card = $1.00 per item

• Profit: $1.00Total: $14.00Can charge less or offer free shipping to attract customers. Then add extra money you need to cover your expenses to the price of your item.

Price for Item: Choose currency- we’ll discuss pricing more later

• This is how the posting will look to the public

Title (SEO)

Images

Description (SEO)

When buyers click on your item they get all the juicy information you’ve entered and MORE!

In order to optimize sale

- Price and Add to Cart

- Other Items in Store- Fav the shop- See who favs- Shop owner details- Add Item to Favs- Tweet and Facebook- Views

- Price and Add to Cart

• Shipping

• Payment Methods• Contact Seller • Shop Polices

• About the Item• Who It’s for, Occasion

• Tags (SEO)• Materials

Tip for creating other listings

-Don’t have to select and enter everything again, like shipping, shop category, etc. -Anything that will be the same, the work is done. Will have to change more details. -Vary your entries in SEO locations for similar items.

Your Etsy Shop Home Page SEO Areas

Creating your Home Page

Creating your Home Page

SEO

Introduce Yourself to Buyers with a Great Home Page• Popular or interesting items ‘Featured’ at top• Personal avatar: Its me Shows that I am a real person not a faceless corporation• Shop Announcement SEO

The beginning of your shop announcement is visible, AND used in search engines soneeds to be the most important information for your buyers. Has to answer their questions.

+

SEO

SEO

SEO

Put extra details you want shoppers to know about• Eg: Your Background, How long pieces will take to make, your techniques,

donations you make, links to your blog etc.

What Happens when an Item Sells? Two Things:

Notification of Sale from Etsy Notification of Payment received from Paypal

Must receive BOTH to complete sale and ship the item. DO NOT ship without checking your Paypal account first. E-cheques take time to clear. Beware of Scams!

Getting Paid and Paying Online

Paypal Account

• NEVER ship an item before receiving payment

• Paypal– Secure and trusted– A secure island both

you and the buyer connect with-No bank info exchanged

– www.paypal.com

• Money Order• Cheque (by mail)• Email Money Transfer

http://www.paypal.com/

Shipping• Package item safely to avoid damage• Package item in attractive way inside

protective packaging, art is often purchased as a gift

• Include business card, details about work, promotional material

• Charge customers for shipping, remember you have to cover– Envelopes– Insurance (optional)– Time to get to and from post office– Express shipping provides tracking

number• This is seen as a very good

product feature

Creating Your Online Image:

Name/Title: Clear, memorable, consistent, should tell people what you sell

Price: Reasonable, profit, reflect quality of workImages: Crisp, clear, bright, angled, cropped, clean, reflect

your styleKeywords/Descriptions: SEO Clear, Succinct, StylePromotion: Creating links, making friends and more

Do’s and Don’ts of Photography and Product listings

• Great Image!• Sense of humour• Makes you want to

see more • Item is seen on the

body• Different angles of

item being worn• Good lighting• It’s got attitude

• Conveys the seller’s personality!

Making your pictures as good as they can be!Take good pictures first! Editing can only do so much. - 6 megapixel camera at least, mine is 4, it gets the job done, but barely. - Set camera to take the largest photos it can, then make them smaller later- Leave a lot of space around the item, can crop later, but can’t add background

Lighting: - Diffuse your light source, whether it is natural, or from a lamp

- Use white paper, or tracing paper to put over your light source- Natural is best: (dusk and dawn)

Backgrounds: Create an environment for your work- White or solid Colours can bring out qualities and mood of your designs- Patterns can enhance the work, but usually distract, or are too busy- Give your work space, you can always crop later Generally can have more fun with ‘Etsy’ style photos, I suggest taking different photos for gallery, scholarship, and application use.

Angles- Different angles, (back, side, front, hanging, flat etc.)

- Jewellery should always be shown off and on the body, if it is meant to be worn

- Give people the chance to imagine owning your work

Homemade Light Box• Diffuses Light• Creates background• Can be used for all your items to create continuity in your Shop

CD VS Online Applications

• I suggest having two versions of pictures

Online: Emailed or uploaded

Images: JPEG 72 dpi or 300 dpi, under 300KB 4 x 4 in works well

Resume: Word Format Logo at top

Artist Statement: Word FormatTaper to application type

Cd/Mail: Burned or printed

Images: JPEG RAW and TIFF -for print (Lark books) 300 dpi 1000 – 2000 KB 8 x 8 in

Resume: JPEG or WordArtist Stat: Word Format Taper to application type

Note the sizeof images online:SMALL!

Upclose detail shots are very suitable for online use.

Etsy Size: 300dpi 300KB Make photo 3in x 3 in

High contrast attracts the eye

Create an Environment for your Work

Why is this picture so Unapealing?

• Background is very busy

• Colours are dark and drab

• Cropped very close to the gold frame

• Symmetrical set up

Choosing Keywords/Tags for SEO • When searching for an item the

search engine only looks at certain places on your site (SEO), one important place is the Tags attached to an item.

• When posting items, writing blogs, uploading images, TAGGING with keywords is always an option, and you should always take advantage of it if you want people to find your work.

• If you sell leopard print, pjama pants in hand sewn Russian Silk made in the Sahara Dessert, the person who searches for just that item will only find it if you TAG all, or some of those words TO your item!

• Tags can include: what it is, material, use, size, texturecategory, colour, weight, edition, age, artist, features, shipping, for sale etc.

Brainstorm TagsChoose words people are most likely to use to describe your item

Rocking Horse, Silver, Handmade, Children, Necklace, Charm, Girl, Jewellery

PendantGiftChristmasToyHorseStory bookFantasyNurseryHorsiesAccessoryJewelryFunChildhood memoriesAntique lookEquestrianOne of a KindChainCarved

Words that describe the image, but wouldn’t make great tags:

Black and WhiteSaddleTailManeToyRocking

2 word Tagging (SEO)– Be Specific

JewellerySilverAccessoryCharmGiftPendantHorseJewelry

Rocking HorseSterlingChildren GirlStory bookChristmas ToyFantasy

One broad word like ‘Jewellery’ will be used too often, and most likely you will be at the bottom, instead combine words

to reach your specific customers with your specific item.

JewellerySilverAccessoryCharmGiftPendantHorseJewelry

Rocking HorseSterlingChildren GirlStory bookChristmas ToyFantasy




SilverAccessoryCharmGiftPendantHorseJewelry

SterlingChildren GirlStory bookChristmas ToyFantasy

Rocking Horse Jewellery




AccessoryCharmGiftPendantHorseJewelry

Children GirlStory bookChristmas ToyFantasy

Rocking Horse JewellerySterling Silver




AccessoryCharm

PendantHorseJewelry

Children GirlStory book ToyFantasy


Christmas Gift




AccessoryCharm

Pendant

Jewelry

Children GirlStory book

Fantasy


Christmas Gift

Toy Horse Jewelry





Chidren JewelryStory book Charm

Christmas GiftFantasy Pendant

Toy Horse JewelryGirl Accessory



Also do alternate spellings in one tag: Eg. Jewellery Jewelrywww.Etsy.com


http://www.etsy.com/

Tagging Tips

One week after tagging my cat with‘Art Nouveau’ it was featured in an Art Nouveau Treasury

Customers can help you to tag your work:

I've been looking for just the right treasureTo wear that connects me to the bold and beautiful spirit of my beloved gran whose family emigrated to the US from County Cork (Ireland, Celtic). Your wonderful Claddagh creation is absolutely perfect! Thank you for sharing your amazing talent, and for providing me with such a lovely link to the ‘loyalty, love and friendship' that so signified my gran. Please know it will be worn with love. Many blessings to you! Toni

PromotionReach the right people by having your items show up in many places

for FREE!How? Create Links, and use SEO Keywords

Share New work on: Facebook, Facebook Fan Page, Twitter, MySpace, Blog, Crafthaus, Etsy Teams, YouTube (make videos)

http://www.etsy.com/blog/news/2011/socialize-your-shop-connect-to-facebook-and-twitter/



Blogs feature their favourite items for free. I’ve been in over 40 blogs and HUNDREDS of treasuries thanks to good products, SEO and great pictures

Make Friends Online

-Heart, favourite, link people who are similar level, abilities, style and personality to you.

-Find your group, your niche, your people: Learn from them and share your knowledge: where their people and places are, how they manage their online presence.

-Engage with others comment on people’s work, they will return the favour

-Create a Blog (blogger or wordpress) to promote yourself, your production methods, your ethos, your education, Interests, research

-Apply to anything that interests you.

-Join an Etsy Team

-Stay in touch with clients

-Maintain, Keep contacts and websites updated

Promoting your site with Coupon Codes

Analyzing your Site Stats

Keyword AnalysisSee which words are working, and make changes to your shop slowly, then you can see which changes are working and which are not.

Google Analytics• How many visits, how are they finding you, bounce rate• Where are people from (countries)

– US, Canada, UK, Australia Story about shipping

Be SAFE!

DO NOT:• Post your address or phone number• Describe your living area well enough that someone

could figure out exactly where you live• Post other people’s personal information without their

consent• Send banking information over the internet• Be cautious, not paranoid. When in doubt ask someone

else you can trust. Once it’s online it’s very hard to erase since hundreds of people could view it in a minute.

Continue Your Etsy EducationSubscribe to Etsy Success Newsletter

Go to the Home Page, Click on Sign Up

Select Etsy Success, and any others you find interesting

Activity!• Take 2 minutes to write down all of

the aspects of your products and business– Type – Structure– Colour– Texture– How you made it– Why you made it– Wearability– Use– Why it’s so wonderful

Now you have possible Keywords for your Etsy SEO Sections:Shop Title

Shop SectionsItem Titles

Item DescriptionsTags for Etsy Listings

Do it Your Way!

No matter what, the internet is still just a tool to help you connect with buyers, artists and fans. The

most important aspect of selling and exhibiting online is YOUR WORK, be creative and do it the

way you want!

Questions and discussions

• Has anyone posted their work online?– What kinds of responses did you receive

• Facebook page?– Facebook fan page?

• Anyone have a blog?• Ever bought something online?• Ever sold something online?

http://www.etsy.com/community/online-labs

Resources • Questions? Use Etsy’s Blog and HELP • Etsy Seller Handbook for Rules, Do’s and Don’t’s, and advice• Join an Etsy Team and ask members questions• Subscribe to Etsy’s Success weekly newsletter! • Online Labs: http://www.etsy.com/community/online-labs

Newbie online labs: Monday 2pm EDT, Thursday 5pm EDT

Non Etsy Resourses• News and Calls for Entry: Toronto Craft Alert • Guilds and Councils: MAG, OCC, Brampton Arts Council• Artist profiles and Stores: Klimt02, Crafthaus, Deviant Art, Etsy • Connecting devices: Facebook, Twitter, Myspace, Stumbleupon,

linkedin• Email ME! I am always available to help: [email protected]• Be creative

http://www.etsy.com/community/online-labs

Self Improvement

Etsy Seller Workshop