Simple Pin Podcast: State of Etsy and Pinterest
Host: Kate Ahl
Guest: Dylan Jarris
Release Date: November 6, 2024
Introduction
In the episode titled "State of Etsy and Pinterest," host Kate Ahl delves into the evolving dynamics between Etsy sellers and Pinterest, exploring how recent changes on both platforms are shaping the landscape for small business owners. To provide expert insights, Kate welcomes Dylan Jarris, a seasoned coach for Etsy sellers, to discuss the current state of Etsy, marketing strategies, and the pivotal role Pinterest plays in driving sales and brand visibility.
Etsy's Evolving Landscape
Dylan Jarris begins by addressing the significant changes Etsy has undergone in the past year. Specifically, she highlights updates to product categories introduced in July and algorithm modifications effective from October 1st. Contrary to some misconceptions, these changes have made the Etsy marketplace more competitive in a positive way.
[02:36] Dylan Jarris (B): "There's a lot of misconceptions happening where people think, okay, I'm not even going to try. It actually makes the Etsy landscape more competitive in a good way because there's more ways to compete right now."
These updates have opened new avenues for sellers, allowing those who may not be traditionally crafty but have a keen eye for design and high-margin products to thrive on the platform. This inclusivity is fostering a more diverse seller community.
Types of Etsy Sellers Today
Kate and Dylan categorize Etsy sellers into three main groups:
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The OGs: Original sellers with over 7-9 years on Etsy. They face challenges either by sticking to outdated methods, resulting in declining sales, or by adapting to maintain their competitive edge.
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The 2020 Entrants: Sellers who started around 2020, primarily as side hustles during the stimulus check era. These sellers often have minimal sales (around 20) and may lack the motivation to invest further effort as economic conditions have shifted.
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The New Strategic Sellers: Post-2022 entrants who are more strategic, entering Etsy to secure additional income amidst economic uncertainties like inflation and job insecurity. They approach Etsy with clear business goals and a need for consistent revenue streams.
[05:11] Dylan Jarris (B): "The new wave of people really coming in with a strategic angle. It's not just, I'm home, I have time. It's, I need to make extra money."
This segmentation underscores the diverse motivations and strategies among Etsy sellers today, highlighting the platform's adaptability to various business needs.
Marketing Challenges and Strategies for Etsy Sellers
A significant portion of the discussion centers on the tension between product creation and effective marketing. Dylan emphasizes the common mistake new sellers make by starting with the product rather than the customer.
[07:51] Dylan Jarris (B): "We have to really put the product aside for a second and start with the customer. Who are the people who are going to have consistent income who would buy this?"
She advocates for a customer-centric approach, urging sellers to identify where their target audience spends their time online—be it Facebook, Instagram, TikTok, or Pinterest—and prioritize marketing efforts accordingly. This strategy ensures that marketing initiatives are both intentional and effective.
Pinterest vs. Other Platforms for Etsy Marketing
When asked about which social platforms yield the best results for Etsy sellers, Dylan identifies Facebook and Pinterest as the top performers in terms of actual conversions.
[10:12] Dylan Jarris (B): "The best platforms for actual conversions are platforms that a customer goes to and expects to click on something and leave... That's Facebook and Pinterest."
She contrasts these with platforms like Instagram and TikTok, where the primary goal is to keep users engaged within the platform rather than driving them to make purchases. Pinterest, in particular, is praised for its long-term strategy and high-quality traffic, making it a valuable tool for Etsy sellers aiming to convert interest into sales.
[11:16] Kate Ahl (A): "I rarely leave [Instagram]. But with Facebook and Pinterest, people are more likely to click off and engage with products."
The Role of Pinterest in Enhancing Etsy Sales
Pinterest's symbiotic relationship with Etsy is further explored, debunking myths that Pinterest dislikes Etsy products. Dylan clarifies that Etsy welcomes external traffic from Pinterest, even offering programs like share and save to incentivize sellers.
[13:15] Dylan Jarris (B): "Etsy loves when you bring outside traffic. They have a share and save program that gives you special links to save on their transaction fees when you drive external traffic."
Pinterest offers a more anonymous and less demanding environment compared to other social platforms, making it an attractive option for sellers who prefer to maintain a faceless brand presence. Additionally, Pinterest's recent push towards e-commerce integrations aims to shorten the buyer's decision-making process, facilitating quicker purchases directly from the platform.
Tracking and Leveraging Analytics for Success
One of the standout features discussed is Etsy's robust analytics capabilities, which allow sellers to track traffic sources and evaluate the performance of their Pinterest campaigns in granular detail.
[16:23] Kate Ahl (A): "You can drill down that far, because I know it wasn't that way probably like five or six years ago."
Dylan shares her personal success, having driven over half a million visits to her shop from Pinterest without any paid advertising. By analyzing which listings perform best on Pinterest and understanding the SEO behind them, she advises sellers to double down on effective strategies and replicate successful elements across their product offerings.
[16:47] Dylan Jarris (B): "Focusing on what's working. When I saw certain trends getting picked up on Pinterest, I'm going to create more of those listings."
This data-driven approach ensures that marketing efforts are not only effective but also scalable and sustainable.
Future Prospects for Etsy Sellers
Looking ahead, Dylan expresses optimism about Etsy's continued efforts to support sellers through initiatives like the "Deals and Drops" program for Etsy insiders. These programs aim to enhance customer loyalty and provide sellers with more marketing tools without additional burdens.
[19:43] Dylan Jarris (B): "Etsy is putting a lot more effort into marketing strategies that we can benefit from as sellers."
Additionally, Etsy's leadership is committed to prioritizing the needs of their seller and buyer communities, signaling a positive trajectory for the platform's future.
Balancing Etsy and Personal Websites
The conversation also touches on the balance between relying solely on Etsy and maintaining a personal e-commerce website. Dylan notes that while Etsy remains a primary traffic driver, having an independent website offers benefits like brand control and resale opportunities, especially for sellers planning to scale or eventually exit their business.
[21:32] Dylan Jarris (B): "Having your own platform is a benefit also for resale purposes. If you are looking at building up your brand, wanting to sell your business, having the website is going to be really important."
However, managing a personal website requires additional resources and expertise, making it a strategic consideration for sellers as they grow.
Advice for Aspiring Etsy Sellers
In her closing remarks, Dylan urges anyone contemplating starting an Etsy shop to act swiftly, emphasizing the high opportunity cost of delaying entry into the marketplace.
[23:17] Dylan Jarris (B): "Everyone who I talk to, especially the people who've been thinking about it a long time, their biggest regret is waiting."
She highlights the importance of quick decision-making and taking the first step to capitalize on the platform's potential, especially in an uncertain economic environment where additional income streams are crucial.
Connecting with Dylan Jarris
For listeners seeking further guidance, Dylan directs them to her comprehensive YouTube channel, filled with free videos and resources on Etsy SEO and marketing strategies. Additionally, she is accessible via Instagram for personalized support.
[24:45] Dylan Jarris (B): "Check out our YouTube channel... Dylan Jarus is the key. Or on Instagram... we can do that too."
Conclusion
Kate Ahl wraps up the episode by reiterating the invaluable insights shared by Dylan Jarris. She encourages both aspiring and existing Etsy sellers to leverage Pinterest and other strategic marketing platforms to enhance their business growth. The episode serves as a timely guide for Etsy sellers navigating the complexities of online marketing and platform-specific strategies to achieve sustained success.
[25:10] Kate Ahl (A): "Thanks, Dylan, so much for joining me today. I hope anybody thinking about starting an Etsy shop will hop over and start that shop before it's too late."
Note: This summary omits advertisements, intros, outros, and non-content sections to focus solely on the valuable insights shared during the episode.