How to Market a Product Instead of Your Shop

by Gail Oliver, Online Marketing Consultant

A lot of online stores spend their time trying to market and promote their shop as a whole, but sometimes you can might be better to focus your efforts on marketing a specific product from your shop instead. It still brings traffic into your shop to sell what else you sell.

Getting Publicity for Your Product

It is much easier to get publicity on a product than on your shop as a whole. As I have said in the past, your best chance to get publicity for a product is if it is:

  • Quirky or Unusual – Example: Unicorn Dog Sweater
  • Timely or Seasonal – Example: Beauty and the Beauty Body Wash
  • Part of a Current Trend – Example: Pom Pom Sandals
  • Is a Hot Seller for You (the media likes to write about success stories)

If you are still not sure how to pitch your product to the media, be sure to see my Publicity Pitch Service

Advertising Your Product

Did you know that you can advertise a single product (not just your entire shop) as an Google Adwords ad? This is different than a Google Sponsored Product ad. An Google Adwords ad appears at the top or bottom of search results with a much more detailed description of your product, and in my experience, gets a better click-through.

Promoting Your Product on Social Media

If you are going to post one of your products on social media, you have to make it interesting or it will get lost in the noise of all the other people who simply post their products. For example, Nordstrom posting a pair of Prada shoes, but surrounding it with clovers to celebrate St. Patrick’s Day. If you still can’t figure out how to get your products seen on social media, be sure to get my downloadable Social Media Plan.

So, if you have had no luck promoting your shop as a whole, try zeroing in on one product and see if it makes a difference. Be sure to see more of my products and services at:

© 2017. Gail Oliver. All rights reserved.

7 Reasons People Aren’t Buying Your Products

by Gail Oliver, Online Marketing Consultant

I have often talked about how, on average, at least 1% of traffic should convert into a sale. It’s not a hard and fast rule because there are many factors that come into play, but, typically if 100 people view a product listing of yours, you should get at least 1 sale. If this is not happening, you have a problem.

While 1% is average, a very good conversion rate is 2 to 5%, but again, for this to happen you have to make sure you have done the following:

  1. Do you match your competition feature for feature? Maybe someone sees your necklace and likes it, but they want it in gold not silver, can you honor their request? Otherwise, they will keep looking.
  2. Have you left out vital information such as size, weight, materials, etc.? Don’t make the customer search for the info or feel they have to ask; they won’t.
  3. Are you priced comparable to your direct competition? If you are too priced high the buyer will keep shopping around. If you are priced too low, the buyer worries about the quality.
  4. Are your shipping charges crazy high? This is a deal breaker for many as shipping is seen as throw away money to a customer. Shipping should never be more than 20% of the price. If you can’t do that, work some of the shipping back into the price.
  5. Have you created a sense of trust with the buyer, such as good reviews, publicity in mainstream media, business awards, easy return policy, etc. There are many customers who will not buy from a seller with no return policy, it is too risky.
  6. Is your product photography top quality? Do your photos help to show the size and scale (how many times have you read reviews where people say the product was much smaller than they thought)? Do you have photos that zoom in on the details? Remember, they are buying it without seeing it or touching it, or you have to provide that same experience.
  7. Sometimes there are just little things that are turning off buyers, but you are too close to your products to be objective. This is where I come in. For a limited time I am offering a Quick Fix for just $15. I have an average conversion rate of 8%, so send me a link to one of your product listings and I will tell you exactly why people aren’t buying and what you need to change. Click here to order My Quick Fix from my Selz site OR from my Etsy Shop

© 2017. Gail Oliver. All rights reserved.

Valentine’s SEO Tips for Your Online Shop

by Gail Oliver, Online Marketing Consultant

Valentine’s Day is still a hot, all be it short, selling season online. According to the National Retail Federation, about 55% of Americans buy Valentine’s gifts, and will typically spend an average of $146.84.

Searches for Valentine’s gifts will start slowly around January 8th and peak on February 7th.

Since it is just 33 days away, it would help to maximize your SEO by understanding how people are searching on Google for Valentines gifts in 2017.

First of all, people are searching by the type of gift, such as:

  • Valentines gifts funny
  • Valentines gifts romantic
  • Valentines gifts naughty
  • Valentines gifts quirky
  • Valentines gifts inexpensive
  • Valentines gifts luxury
  • Valentines gifts budget
  • Valentines gifts meaningful
  • Valentines gifts sweet
  • Valentines gifts unique
  • Valentines gifts cute
  • Valentines gifts geeky
  • Valentines gifts nerdy

They are also searching by the product itself:

  • Valentines gifts jewelry
  • Valentines gifts lingerie
  • Valentines gifts candy
  • Valentines gifts baskets
  • Valentines gifts flowers
  • Valentines gifts rings
  • Valentines gifts sets
  • Valentines gifts stuffed animals
  • Valentines gifts star wars
  • Valentines gifts edible

And of course, they are searching by the recipient:

  • Valentines gift for boyfriend
  • Valentines gifts for boys
  • Valentines gifts for toddler
  • Valentines gifts for baby
  • Valentines gifts for teacher
  • Valentines gifts for new relationship
  • Valentines gifts for new dad
  • Valentines gifts for dog
  • Valentines gifts for classmates
  • Valentines gifts for college students
  • Valentines gifts for grandchildren

Remember, the order of the search phrase is usually interchangeable, as people will search, “Jewelry Valentine’s Gifts” and “Valentine’s Gifts Jewelry”.

People also tend to search using “Valentine’s gifts” twice as often as “Valentine’s day gifts“, likely because the latter takes longer to type.

There are also twice as many searches for “Valentine’s gifts for him” as there are “Valentine’s gifts for her“, meaning more women are shopping online for their Valentine than guys are.

“Personalized gifts for him” has 8 times the searches as “personalized gifts for her“, showing that personalization is not as big a concern to the male shopper.

Try testing these search phrases on Etsy, Amazon and even Pinterest to see if they are starting to come up just yet.

I also always recommend setting up a shop section just for Valentine’s Gifts, if you haven’t done so already.

Best of luck with your Valentine’s sales!

Rewards for Referrals

I always reward referrals, so if you say something nice about my blog and/or services (with a link) in your Facebook groups, in your teams or on your social media pages, just let me know and I will give you a FREE tip.

Need Help Marketing Your Business?

I do one-on-one marketing consulting for e-commerce, Etsy and other online businesses. The earliest I am taking phone consultations is the week of January 30th, 2017. Just see my Selz.com shop for more details.

© 2017 Gail Oliver, Attention Getting Marketing. All rights reserved.

5 New Year’s Resolutions for Your Online Shop

by Gail Oliver, Online Marketing Consultant

Happy new year! I truly wish your business the utmost success in 2017. But if you really want to ensure that success, here are 5 resolutions I highly recommend you make.

1. Focus on What is Working

Sounds simple enough, but whatever tactics, products or services worked for you in 2016, keep doing them in 2017. If is isn’t broke, don’t fix it.

2. Stop Doing What Isn’t Working

We are creatures of habit. There are people who spend hours just posting their products to Twitter and never see one sale from it, but they can’t stop themselves. Stop, move on, try something else.

3. Outsource Certain Business Tasks

Whatever you can afford to outsource, do so. Whether it is social media posting, accounting, SEO, and so forth, you may be better off to pay someone to take some of the daily tasks off of your plate so that your time can be focused on making money.

4. Invest in Marketing

Again, if you have never invested one dime in the marketing and promotion of your business, then chances are you are not doing very well. You have to really get aggressive about your business this year and invest in advertising and promotion. I use both Google ads and Facebook ads with a lot of success for little investment. Trust me, you will earn back the money you invested and then some.

5. Make Alliances

The old adage, “he told two friends, who told two friends…” really does work. Therefore, forge relationships (even if it is just one or two) with other businesses that target the same customer, but are non-competitive. It is a very fast and effective way to get in front of a whole new set of customers.

A final one resolution is to try my advice! Below is an email from a customer of mine about a tip I gave in my November Etsy Shop Marketing Plan (which I have now merged into a 12-month all-inclusive plan) that really worked for him:

Hey Gail,

Thank you for all the help this year! I don’t spend enough time on marketing but I did act on some of your ideas. The one that really worked was putting a “Best Seller” badge on my best seller. That made my life so much easier this holiday season. I just kept producing that particular chime instead of trying to guess which ones would sell. My sales were up around 40% for 2016.  When I ran out of my best seller at one point I put the best seller badge on another bell and it sold out quick as well. I’m going to add badges to the items in my shop that say “Quick Ship” for the items that I have in stock.  During the holiday season my best seller was consistently in the top left position for the keyword “wind chimes.” Anyway, I just wanted to say thank you for the help…

Bruce at EarthWindStoneware

I always reward referrals, so if you say something nice about my blog or services (with a link) in your Facebook groups, in your Etsy teams or on your social media pages, just let me know and I will give you a FREE tip.

My 2017 Etsy Shop Plans!

If you really want to drive traffic and sales at your Etsy shop in 2017, my all-new 2017 Etsy Shop Marketing Plan and 2017 Etsy Shop Social Media Plan is all the marketing advice you’ll need! I also have a version for non-Etsy e-commerce shops here.

 

 

 

 

 

 

Click here for a vertical pin to share on Pinterest!

Need Help Marketing Your Business?

I do one-on-one marketing consulting for e-commerce, Etsy and other online businesses. I am pretty booked right now so the earliest I am taking phone consultations is the week of January 23rd, 2017. Just see my Selz.com shop for more details.

© 2017 Gail Oliver, Attention Getting Marketing. All rights reserved.

Hot Product Trends 2017

by Gail Oliver, Online Marketing Consultant 

It is that time of year when we look ahead to what is expected to be the hot products in 2017 in the categories of home decor, weddings, fashion, and kids.

hot-product-trends-2017

Home Décor Trends 2017

  • Colors/prints: jewel colors, bold monochrome patterns
  • Materials: velvet, marble, embroidery
  • Hot products: wall murals, kaleidoscope art, rectangular pillows

Wedding Trends 2017

  • Colors/prints: mint, blush, maroon, peach, beige/natural, watercolor
  • Themes: boho, Frozen, whimsical, forest, garden
  • Hot products: Hanging vertical garlands, ornate keepsake ring boxes, cake garlands, decorative trays for favors, place cards, etc.

Kids Trends 2017

  • Colors: coral, black and grey mix for girls, Blue and green mix for boys
  • Themes: nature, celestial, puppies and kittens, woodland, lion king, owl, animal faces
  • Hot products: fabric playhouses, stuffed animal heads for wall, play wands, calendar onesies

Fashion Trends 2017

  • Colors/prints: yellow, khaki, pink, stripes (particularly in retro beach colors), pinstripes, ruffles
  • Materials: velvet, shiny fabric
  • Hot products: slit sleeves, one shoulder, pajama-wear, tassel earrings, cinch purses, tiny purses

Other Hot Trends for 2017

The TV show Stranger Things was so popular this past summer (with a second series coming out in 2017) expect to see an 1980s influence across decor and fashion. Also, if you have already purchased my 2017 Etsy Shop Marketing Plan, you know that August will be the 20th anniversary of Princess Diana’s death, the 55th anniversary of Marilyn Monroe’s death and the 40th anniversary of Elvis Presley’s death, which would explain why so many models were wearing Elvis tees at the Spring 2017 fashion shows. Expect to see more products influenced by these three legends.

Customer Success Story!

A pitch I wrote for one of my customers, Ogsplosh on Etsy, got into Apartment Therapy! You can read it here. Congrats, Christine!

My 2017 Etsy Shop Plans!

If you really want to drive traffic and sales at your Etsy shop in 2017, my all-new 2017 Etsy Shop Marketing Plan and 2017 Etsy Shop Social Media Plan are the only guides you’ll need. I worked very hard to jam pack these plans with all new ideas, tactics and insight. Click to get all the details!

 

 

 

 

 

 

Click here for a vertical pin to share on Pinterest!

About Me

With 20+ years in marketing I have grown my blog to over 100,000 readers in just 4 years. My advice has appeared in publications from the New York Times to Success Magazine and I have personally consulted for over 4,000 e-commerce businesses since late 2012. My blog was chosen by AmericanExpress Open Forum (the people behind Small Business Saturday) as one of their “Top 10 Small Business Blogs“. I am also a contributor at Business2Community.com and a Small Business Expert at SheKnows.com, the #1 Women’s Lifestyle website. I have gotten my clients coverage in Real Simple Magazine, House Beautiful, Apartment Therapy, Vanity Fair, Houzz, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride, More Magazine, Outblush, The Frisky, just to name a few.

© 2016 Gail Oliver. All rights reserved.

The Real Reason Your Etsy Shop Isn’t Succeeding

by Gail Oliver, Online Marketing Consultant

One of my favorite books is “The Power of Positive Thinking“, and a quote in the book that always stands out to me is “People are defeated in life not because of lack of ability, but for lack of wholeheartedness“. The same applies to your business. Have you thrown yourself entirely into marketing and promoting your Etsy shop or have you just done it half heartedly? This is likely the reason you are not finding success.

A lot of people come to me for advice and then, for some reason, don’t take the advice or pick and choose parts of the advice. It is almost as if they think that just asking my opinion will somehow change things. No, if things are not working then you HAVE to make changes, sometimes major changes. Remember the definition of insanity is doing the same thing over and over again and expecting different results. It won’t happen.

I know many shops who refuse to invest one dime into marketing and then wonder why they have no customers. You don’t just set up a shop and then sit and wait; you’ll be waiting for a long time. They fear spending any money, but the old adage that you have to spend money to make money is true. Running a $100 Google ad that results in $500 in sales is definitely worthwhile. Spending $200 might get you $1,000 in sales. Now, if the ad brought no sales, then at least you know and can spend your ad dollars somewhere else.

I have clients who just do a little marketing and expect big results. For example, if you sent out 10 pitches trying to get publicity for your shop and none were successful, then send out 100, and try smaller blogs instead of just the most popular ones.

I have some clients who expect to see results of their efforts the very next day, and if they don’t, they freak out and want to give up. Success rarely comes quickly or easily. There is no magic secret. It takes TIME, it takes MONEY and it takes EFFORT to grow your business, and you have to do all three wholeheartedly, not just a little.

This is one of the reasons I came up with my monthly Etsy Marketing Plan because I literally give you a “To Do” list marketing-wise. These are tactics you need to do every day and every month in order to get your shop seen. Yes, you will have to invest some money and some time and some effort but it is the only way to see results. Otherwise, expect to have another year like this year.

So here is my message for 2017: If you want your shop to be successful you HAVE to amp up your marketing. No more half hearted efforts, you have to really go for it, take risks, spend money (wisely) and get loud about your business.

Try my Etsy Shop Marketing Plan. This month there are over 70 tactics to try including a full social media plan with posting ideas for each day of December. It is just $7, so if you are hesitating on even spending $7 to help your Etsy shop, you may be one of the people I am talking about above.

Look for my all-new 2017 Marketing Plan and 2017 Social Media Plan on sale December 15th that will help put your Etsy Shop on the path to success in 2017!

© 2016 Gail Oliver. All rights reserved.

5 Etsy Shop Marketing Tips for December

by Gail Oliver, Online Marketing Consultant

You may be busy filling Christmas orders, but don’t forget you always need to be marketing and promoting your Etsy shop, especially to avoid the upcoming January lull. So today, I am giving 5 hot tips from my December Etsy Shop Marketing Plan

etsy-marketing-tips-december

5 Etsy Shop Marketing Tips for December

  1. Everyone will be on Instagram on Christmas Eve, Christmas Day, New Year’s Eve and New Year’s Day posting photos so it’s a good time to run an Instagram ad for your shop, advertising gifts people may have wanted to get but didn’t get for Christmas. In Canada and the UK, it’s called a Boxing Day sale.
  2. If you sell wedding products, you need to run a Google, Facebook, Instagram and/or Pinterest ad for your shop starting Christmas Day and running for the next 10 days as 70% of all engagements happen on Christmas Eve and New Year’s Eve.
  3. At mid to end of December, you will want to start sending product submissions to blogs that your target market reads for inclusion in their Valentine’s gift guides.
  4. Pantone is announcing their Color of the Year later this week so make sure to capitalize on the social media buzz it generates posting any products you have in the color or products from other non-competitive shops (in hopes they return the favor). Also, pitch to the Etsy editors any products you have in the color as they will likely be writing about it as well.
  5. Create an after Christmas product bundle to get rid of any overstock, out-of-date, poor selling or seasonal items.

december-etsy-shop-marketing-planGet the rest of the promotional ideas and tactics in this month’s Etsy Shop Marketing Plan, including a full social media plan with posting ideas for each day of December! Download today, just $7!

BONUS: Share today’s post on social media, let me know at attentiongetting@gmail.com and I will send you a Valentine’s Gift Guide media contact to submit to this month!

© 2016 Gail Oliver. All rights reserved.