Etsy Shop Guide, Part 3: How to Build a Loyal Brand Following
It’s possible for your brand to get lost on Etsy. In fact, it’s one thing that scares so many creatives from starting an Etsy shop in the first place.
You want customers to say, “Oh, I got this from Betty Lu Paperie!”
Not, “Eh, I found it on Etsy.”
It can be hard to form a personal connection online. On Etsy, your clients aren’t right there in front of you. You don’t get to help them choose what they want from your shop nor see their reaction as they first pull it out of the shipping box.
But, there is an opportunity for you to make every client’s experience memorable through every interaction they have with your shop.
Before we get started, this isn’t about posting on Instagram or starting an email list. Those are both great tools to increase Etsy traffic and grow your following. Rather, this is about how you can build a loyal following for your brand through Etsy itself.
And while I do believe that having your own presence (read: your own website) online is super important, I also know that it’s not always feasible. Building a website is a big task to undertake, especially in the beginning when you might be juggling both a full time job and a side hustle.
Because it’s so easy to just start an Etsy shop and begin selling right away, so many of us don’t bother building a website. And that’s okay. There are still many opportunities for you to make a personal connection with buyers.
In Part 3 of the Etsy Shop Guide, I’m going to teach you how to build a loyal brand following through your wedding stationery business or creative business, from the comfort of your own Etsy shop.
My hope is that this post will help you start your Etsy shop with a long-term goal in mind so it can continue to grow and evolve.
I. Know Your Niche
I know I talk about this all the time, but it really is that important. Know what makes your brand unique (whether it’s your style of art, your product, or your process) and target a specific audience to serve.
In the Etsy Shop Guide series, Day 1 was all about finding your niche. So I know you know why it’s important. But, let me just expand on it a little bit further.
Trying to appeal to everyone quickly leads to burnout, and it will always have the opposite effect on your Etsy shop. A broad appeal just won’t draw in those loyal, raving fans.
Knowing your niche will draw people to your Etsy shop or repel them away, both of which are okay. To build a loyal brand following, you only want to draw in your raving fans. These are the people who wholeheartedly value your expertise and are happy to pay a higher price for your goods and services.
So, if you haven’t already, choose a niche and identify your target market.
II. Clarify Your Messaging
This next step builds upon your niche. Once your niche is defined and you’ve identified your target market, it’s time to clarify your message.
I love what Donald Miller, author of Building a StoryBrand and CEO of StoryBrand, says: “If you confuse, you’ll lose.” A clear message lets buyers know that they are in the right place and that your products are the perfect fit for them.
As a seller, our goal is to fulfill the selfish needs of shoppers. And I don’t mean this in a rude way–it’s human nature. But, shoppers always want to know what’s in it for them.
It’s really not as simple as, “Oh, you’re engaged? Well, I sell wedding invitations…” Yeah, so does every other wedding stationery business.
Rather, it’s more like, “You’re an engaged bride planning a luxury, black-tie wedding? Then these gold foil wedding invitations are going to set the stage for your event. And guess what else? Assembly, postage, and mailing are included because I just know you don’t have time to worry with that. You’ll be the bride with the prettiest invitations in town, and you won’t even have to lift a finger for it.”
Clarify your messaging by telling buyers specifically how your product meets their needs. Make them the hero of the story.
In the example above, the buyer is going to get invitations that will set the stage for a luxury wedding. She’s hiring an expert stationer who is even going to take care of design, assembly, and mailing, too. Meanwhile, her guests will be none the wiser. She can just sit back, relax, and wait for the oohs and aahs from guests to start rolling in.
Now, let’s think of every area of your Etsy shop as a place for buyers to interact with your brand, including your profile bio and Etsy messages.
In this post, let’s focus on two main areas that will draw loyal clients in.
i.About Section
The about section is the hero of your messaging. If this content has nothing to do with your business or provides no value to potential customers or clients, it might be time for a change.
In yesterday’s post, we talked about optimizing your About section to increase Etsy traffic. Now, let’s zhuzh it up.
In your about section, answer these questions: What is your flagship product? How will this transform your client’s life? (Remember to make them the hero of the story.) And then, tell us a little bit about yourself. What makes you the right person for the job?
Don’t forget to add photos or a video–anything you can do to add personality to your wedding stationery business or creative business is essential.
ii. listing details
Product descriptions should be informative, but also fun to read. This is another great area to build a loyal brand following.
Farmgirl Flowers does an amazing job of this. Just take a look at this description below.
If a proper aperitivo in the piazza isn't possible, order up this floral version of the quintessentially Italian summer sipper instead!
Their bouquets are gorgeous and the pictures could probably sell them on their own, but I love how Farmgirl Flowers still takes the time to speak directly to their clients and add personality to their brand. This description practically transports you straight to Italy!
Another company that writes amazing product descriptions is Rifle Paper Co.
Send your favorite someone a thoughtful message with one of our birthday greeting cards. A blank interior lets your handwritten note take center stage.
This one is simple and to-the-point, but I love how they make a blank interior greeting card feel so intentional. A lot of people, myself included, love birthday cards with thoughtful or clever messages on the inside. Instead, they took the opposite approach by indicating that the client’s own interior message will take center stage, which also makes the client the hero in this scenario.
And there’s no reason you can’t have personality infused product descriptions, too!
When writing product descriptions, talk less about your product and more about the transformation or solution it provides. Think about it from a psychological standpoint: What does your client really want? What challenges is she facing? How will your product transform her day, home, life, etc.?
III. Personalized Packaging
Packaging is my favorite part! My husband, Brian, often buys me really fancy gifts when he travels for work. And sometimes, they’re just too pretty to open. I’ve literally kept handmade soap wrapped in its original packaging for more than a year just because I didn’t want to tear it open.
This is one of the most obvious areas where you can infuse your branding and your personality to build a loyal following. It’s also the best area for clients to remember that they got their purchase from you, not Etsy.
If your company name is infused throughout your packaging, it’s going to be easier for clients to remember.
Add your logo in as many places as possible–custom printed tissue paper, packaging stickers, packing tape, etc.
And don’t forget to write a handwritten note! Especially when you’re just starting out, this goes a long way with building a loyal following and it makes clients feel special.
IV. Be Consistent
Consistency is another key component to building a loyal brand following. When buyers know that you ship on time and that your products maintain a consistent quality, they're more likely to return to your Etsy shop.
And when you consistently offer great customer service and showcase your brand and personality throughout your products and services, they’re more likely to recommend your shop (not Etsy) to friends and family.
One Last Thing…
The best part of these highly effective strategies is that the benefits extend far beyond Etsy. When you pour your time, energy, and personality into creating a brand that clients are excited to work with, you’ll organically:
Increase Etsy traffic
Build trust with potential clients
Grow your revenue
I hope you’ve enjoyed the Etsy Shop Guide series over the past few days. It’s been so much fun to share tips for those who want to increase Etsy traffic about common topics: finding your niche, Etsy shop optimization, and building a loyal brand following.
My hope is that these posts will help you increase Etsy traffic, build a profitable business, and grow your revenue.
