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Your Etsy Sales Funnel

Lesson 4 from: Marketing Your Etsy Shop for Sold-out Success

Lisa Jacobs

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Lesson Info

4. Your Etsy Sales Funnel

Lesson Info

Your Etsy Sales Funnel

Now if you've never seen a sales funnel before, this is my graphic of it. This is what I use to teach my private clients. And at the top of the sales funnel, you'll see that the widest opening is attracting a lot of different people in a lot of different situations. And then, the top is where your marketing is reaching for more potential customers. And not only for new customers and new visitors, but also, it's helping repeat customers come back into the loop. It's engaging them. So once I have a sale, I'm still gonna be using my blog and my social media accounts to continue to engage and talk with customers that have already done business with me. So this is not at all hard-sell marketing, not at all hard-sells at all. In fact, there's probably not even any asks for business going on. Maybe an occasional sale, maybe an occasional product line, but this is very casual and friendly. It's kind of more content marketing type of thing. I'm just having a relationship there, where I'm not ju...

st always me, me, me and give me something. But I'm just talking to customers in a more casual way. And your Etsy account is up here. Your Etsy shop is part of the ways that you can reach out and attract, your blog, if you have one, any referrals you might be getting and all of your social media accounts feed into this funnel. And this is all set up to introduce your business and invite customers in to kick off their shoes and shop around. And still near the top here, you can see that you're engaging with your potential customers. And you're not only finding them but you're sharing things that interest them. And you're capturing their attention. You're speaking to their challenges and you're speaking to their interests and their needs. Now the best way to connect with your customer or your visitor here, and help them move further into the sales funnel for your business, is to collect emails in every way that you possibly can. So it's going to be when you build a marketing system, when you build this out into your world, every place in your web that they might stick and connect and you capture their attention, you wanna make sure there's a way to get their emails there. So they have that, it's almost replaced the contact button, so that they know they keep hearing from you again. So they're probably not gonna contact you directly, but they're gonna wait to hear back from you. So have sign-ups, have opt-ins, offers on your blog that the different offers display the different opt-in boxes displayed. And then you want them in your shop, you can put them in your shop announcement. Of course they won't be live links, because Etsy shops don't give us that opportunity. And then social media accounts. Now just because they're there, doesn't mean a lot of people are gonna be motivated to give your email. But later when we build a campaign and we're looking more at the strategy side of things, we're gonna look at ways to say there's a good reason you wanna get on my email. And get them there before you start giving out discounts or sales or whatever you're running. So the best way to connect and move further into the funnel is to collect emails. Okay, so the next thing you wanna do is establish trust with your customers. And so, my favorite thing about looking at a sales funnel is seeing all of the moving parts and all of the different layers and all the things that go into an online business. It's so much more than listing a product online for sale. And you can see it for the process that it is. As beginners, we have a product, we listen online, we tend to expect a sale, but as you can see, the customer wants so much more. They want this engagement. They want us to establish trust. So as you're further down into this sales funnel, you are establishing trust. You're starting to speak more intimately. You're getting to a new comfort level with your potential customers. Beyond your social media accounts, your blog starts to answer their questions, your emails are providing value, they feel like you're speaking right to them, they feel like you're answering the questions that they had. And it's important to note that at this point in the sales funnel, the customer is a resounding maybe to your offer. They're interested, they haven't said yes, but they haven't said no. They want more and they're a very strong maybe. But that's good, because you have a long-term strategy and you're gonna continue to persist. And your connection is growing stronger and that's the most important part of your marketing system. Lisa, we have a couple questions from the online audience. And I'd also love to ask the studio audience if you have any questions about the funnel. Because it's a great tool and I think there will be a lot of interest in it. So one student asked, "I have over 500 sales, "but since I didn't ask any of my clients "to join my email list after their purchase, can I do it now? "If yes, what is the best way of doing that?" I say no to that. And the reason being, is because in 500 sales history, you're really contacting them after a long time. And it's more of an interruption than a natural flow of things. If you had sales last ... There's the thing, you can't just contact them out of the blue to ask them to get on your email list. That's kind of sketchy. But if it's a process, if your thank you notes come out with your opt-in forms or you have AWeber set up so it automatically requests that right after the sale, you can do that type of thing. But I wouldn't go on old orders and contact everybody, you'll be marked as SPAM a lot, especially on Etsy, that would be a danger to your account. So they had a follow-up question about that. Okay. In light of your answer, Livia is the name. They asked, "I was thinking of emailing them "on my shop anniversary to thank them, "offer them a coupon and tell them "they can join my email list. "Will that still be SPAMmish?" That would break the law. Okay. So yeah, you have to be careful because the CAN-SPAM Act means that everything has to be ... Read the CAN-SPAM Act, you can Google that. It's actually seven steps and it's pretty easy to comprehend and employ in your business. But I would be afraid to cold contact them like that when they haven't opted into a list. Okay. Okay? So over time, you and the customer start to know and trust one another. And they believe you're the person for the job because your marketing has sent that message consistently. And now you're having sales conversations. And when you're having sales conversations with your customers and they are actually listening, it gives me chills. That is the sweet spot in business. Because that's when the business starts to give back to you and it feels like your message is finally being heard and your message is connecting and your message is being received. And it's the goal for any marketing. And finally, there's the follow-up. Remember you're never looking at this as a one-off sale, but you're always treating your sale as an opportunity to build a relationship. If your customer isn't already on your email list, you need to do some heavy prompting here. So, going forward, we don't wanna go into the past, there's danger in that, there's danger with Etsy with that, there's danger with the law with that. But going forward, you wanna make sure your thank you notices, anything you send them after the fact, the package comes with prompting to get your customer on your email list or connect with them. And you definitely wanna continue to push that email sign-up. You are asking them a lot throughout this process, but here you wanna really push it so that you make sure you can keep in touch. So it's important to note that this is not actually a funnel with an end puddle. I don't know about you, but when I hear sales funnel, I think of like something you come through and then you land, that would be a puddle. But rather, this is a flowchart, because new customers, those first sales, are always invited to come back around. Repeat business is invited to always come back around. And during that cycle, during that flow, the relationships are getting better. And as they're getting better and those customers are becoming fans, now they're offering referrals. And that's another beautiful spot to get into business. So rather than the daily scramble, today we're going to create a system that does this for you every day. A system that's ongoing, automated, working for you. You're going to blog and if you blog, you're gonna post on social media and you're gonna email with purpose. You're creating movement, you're establishing trust and you're building relationships with your customers and that's the whole point of everything we do today.

Class Materials

Bonus Materials with Purchase

How To Beat The Overcrowded Market Guide
Ideal Customer Workbook by Lisa Jacobs
Your Best Year Wall Planner
Market Your Etsy® Shop by Lisa Jacobs

Ratings and Reviews

Trang Le

There are a lot of great information in this course, but also a few problems that need improvement: * Lisa used presentation slides to sparingly that sometimes it's hard to follow her point. She needs more coaching on designing effective presentation. * A lot of examples in the course are personal observations from her own strategy, which may not apply to everyone. There are not enough varieties of examples to consolidate into an actionable step.

Elisandra S.

I now understand why I´m not happy with how my business goes. I´m avoiding way too many of the things I should be doing out of "shyness privacy, not wanting to "molest" people and some weird pride" being afraid of exposure, limitig myself... I understand that I have to totally rethink and restructure everything

Student Work