Podcast Summary: Ep 190 | How to Sell Your Art on Etsy - With Emily Keating Snyder
Introduction
In episode 190 of "How to Sell Your Stuff on Etsy," host Lizzie Smiley welcomes returning guest Hannah Gardner to discuss strategies for original artists aiming to succeed on Etsy. The episode features a special guest, Emily Keating Snyder, a New York-based fine artist who has successfully scaled her Etsy shop to generate significant income. Emily shares her journey, insights, and practical strategies for selling original artwork and prints on Etsy.
Guest Introduction: Emily Keating Snyder
Hannah Gardner introduces Emily Keating Snyder, highlighting her impressive achievements:
- Background: Emily is a fine artist specializing in colorful abstract paintings that incorporate embroidery, creating stunning three-dimensional effects on canvas.
- Etsy Journey: Emily established her Etsy shop in 2011 but only achieved substantial success a year and a half ago through strategic adjustments.
- Recognition: Her artwork has been featured by prominent brands like Anthropologie, Real Simple, Emily Henderson, Clever, and Parachute Home.
- Community Involvement: Emily is an active member of Lizzie Smiley’s Etsy seller coaching group, contributing her expertise to help fellow artists.
Misconceptions About Selling Original Artwork on Etsy
Emily addresses common misunderstandings about selling art on Etsy:
- Self-Expression vs. Marketing: Selling art on Etsy requires balancing creative expression with marketing skills. Artists often find it challenging to transition from purely creative roles to also being marketers and strategists.
- Expectations vs. Reality: Early success stories on Etsy may give new sellers unrealistic expectations. Emily shares her initial struggles, earning only $25 a month in the first three months, to emphasize that success requires strategic effort.
"I have to put on my what would someone be searching for? And I feel like things like the basic things like framed horizontal or vertical… are kind of helpful."
— Emily Keating Snyder [16:30]
Strategies for Selling Art on Etsy
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SEO and Listing Optimization
- Keyword Research: Emily emphasizes the importance of using relevant keywords that potential buyers are searching for. She experiments with color-focused and style-focused keywords to optimize her listings.
- Title Structuring: Placing primary keywords at the beginning of the title can enhance visibility in search results both on Etsy and Google.
"The keywords that you put at the very beginning of the title actually carry more weight in terms of Google search."
— Hannah Gardner [19:48] -
Product Listings
- Multiple Listings for the Same Product: Creating several listings for the same print with different keyword focuses can help capture a broader audience.
- Detail Shots: Including close-up images that highlight unique features, such as embroidery in prints, can attract more buyers.
"A lot of people don't end up buying framed. They buy like the unframed print. But I still feel like having words like framed are kind of helpful."
— Emily Keating Snyder [16:30] -
Utilizing Etsy Ads
- Scaling Through Ads: After establishing organic sales, turning on Etsy ads can significantly boost income by increasing visibility.
- Learning Through Ads: Running small ad campaigns on Etsy provides valuable feedback on conversion rates and customer behavior.
"Etsy ads are far easier than any other kind of ad I have tried out there."
— Emily Keating Snyder [14:58] -
Diversifying Sales Channels
- Print Platforms: Selling prints on platforms like Artfully Walls and Juniper Walls expands reach beyond Etsy.
- Collaborations: Partnering with interior designers and galleries helps in gaining broader exposure.
"Artfully Walls… they take care of everything. They do the printing and the shipping and stuff, and then just kind of send you licensing royalties."
— Emily Keating Snyder [32:09]
Selling Originals vs. Prints
Emily discusses the advantages of selling prints over originals:
- Broader Audience: Prints are more affordable, allowing a larger audience to purchase art.
- Steady Income Stream: Prints can provide ongoing sales, reducing the pressure of selling high-ticket originals.
- Ease of Management: Managing prints, especially through platforms that handle printing and shipping, is more scalable.
"Selling prints feels easier… because original art is not everyone in the budget range to be buying a $5,000 painting."
— Emily Keating Snyder [29:36]
Building Relationships with Interior Designers
Emily shares her approach to connecting with interior designers:
- Genuine Outreach: Sending personalized emails complimenting their work and introducing her art.
- Trade Discounts: Offering discounts to designers encourages collaboration and sales.
- Persistence: Regular but respectful follow-ups keep her on designers’ radars without being intrusive.
"First of all, really genuine. I am like an interior design fanatic. And I would love to share my work with you."
— Emily Keating Snyder [21:14]
Marketing Strategies
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Email Marketing
- Building an Email List: Creating an email list helps in driving traffic to both Etsy and her personal website.
- Regular Updates: Sending updates about new collections and special offers keeps the audience engaged.
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Social Media Engagement
- Instagram and Pinterest: Utilizing visual platforms to showcase artwork and attract potential buyers.
- Content Variety: Mixing static images with videos to increase engagement and reach.
"I display a mix of videos with music and static images to test what resonates best with my audience."
— Emily Keating Snyder [43:23] -
Advertising
- Meta Ads: Running targeted ads on Facebook and Instagram to reach specific demographics.
- Boosting Successful Posts: Enhancing visibility of well-performing posts to maximize reach.
"If you want to learn more about ads, there is a free ads masterclass…" — *Hannah Gardner [09:58]
Tools and Resources
Emily recommends various tools and platforms to enhance Etsy sales:
- Everbee: A keyword research tool tailored for Etsy sellers.
- Artfully Walls and Juniper Walls: Platforms for selling art prints with additional exposure through collaborations.
- SEO Courses and Masterclasses: Education on optimizing listings and using ads effectively.
Course Offerings and Mentorship
Emily discusses her initiatives to help other artists:
- Art Print Empire: A comprehensive, text-based course guiding artists through creating high-quality print images, setting up listings, and managing sales channels.
- One-on-One Coaching and Memberships: Personalized mentorship and community support for ongoing growth and development.
"It's like, you know, I've been at this a long time, and like it took me a while to get into galleries and even getting into galleries doesn't mean like your work every original you sell at a gallery just sells out right away."
— Emily Keating Snyder [31:07]
Conclusion and Encouragement
Hannah Gardner wraps up the conversation by emphasizing the importance of persistence and strategic marketing:
- Long-Term Commitment: Success on Etsy requires time and consistent effort, much like building a medical practice.
- Diverse Marketing Efforts: Balancing organic sales with targeted marketing strategies ensures sustained growth.
- Community Support: Leveraging resources, courses, and community groups can accelerate success and provide necessary support.
"Those first few people who come in for whatever reason, marketing effort, you did like, they like, I'm talking about the doctor's office. So think about yourself."
— Hannah Gardner [48:45]
Emily and Hannah conclude by encouraging listeners to explore the tools and strategies discussed, highlighting the potential for artists to thrive on Etsy with the right approach.
Key Takeaways
- Strategic SEO: Optimize listings with relevant keywords and prioritize titles for better visibility.
- Diversified Sales Channels: Expand beyond Etsy to platforms like Artfully Walls and collaborate with interior designers.
- Print Sales: Offering prints alongside originals can create a steady income stream and reach a broader audience.
- Persistent Marketing: Regular outreach, email marketing, and targeted ads are essential for sustained success.
- Educational Resources: Leveraging courses and mentorship can significantly shorten the learning curve and enhance sales strategies.
Notable Quotes
- "Selling prints feels easier… because original art is not everyone in the budget range to be buying a $5,000 painting." — Emily Keating Snyder [29:36]
- "Etsy ads are far easier than any other kind of ad I have tried out there." — Emily Keating Snyder [14:58]
- "We have to remember the world that we live in and the constant distraction. And so we think we're being annoying or obnoxious. But the truth is we're just reminding people that we exist and they want to be reminded that we exist." — Hannah Gardner [25:28]
Resources Mentioned
- Emily’s Website: emilykeatingsnyder.com
- Emily’s Instagram: @emksnider
- Lizzie Smiley’s Resources: howtosellyourstuff.com
Conclusion
This episode provides invaluable insights for original artists looking to navigate and succeed on Etsy. Emily Keating Snyder’s experiences and practical strategies offer a roadmap for balancing creativity with effective marketing, ultimately empowering artists to achieve their entrepreneurial dreams on Etsy.