Volume 25 is a very busy shop at Etsy. Run by Jessica, Volume 25 has had over 860 sales since opening its virtual doors in January of 2008. Today Jessica shares the marketing strategies she’s used to help build such a successful business.

What “online” marketing strategies are you currently using?

I am constantly donating a print to blog hosting giveaways. It is really great exposure, and I'm not out much in cost. I've also been buying ad space on various blogs since last February. I contribute that to much of my success. The key in blog advertising, is making sure the blog readers would be your ideal target audience. Its hard to sell chicken on a blog writing to vegetarians. You can ask the blog author his/her opinion on whether or not he thinks your product would appeal to they're readers. Most are more then willing to answer any questions you may have.

I also have my own blog, and update it at least once a week. I've seen a tremendous amount of traffic generate from my blog alone. I have a link there where readers can sign up for my newsletter. I'm not particularly good about sending a newsletter out monthly, but my list now contains 200+ subscribers. Its nice to have an easy way of reaching that many people primarily interested in my art. To help generate interest in the newsletter, I always choose at least one subscriber and gift them a free print every time I send out a newsletter.

What “offline” marketing strategies are you currently using?

I've really been bad about offline marketing. I do send business cards out with all my orders. I spend the extra money on double sided cards. I have my contact info on one side, and a favorite best selling print featured on the other side. I like to think of them as mini pieces of art. Its my hopes that the card will be spared the trash. Perhaps it will make its way to the refrigerator, where a visiting friend will comment on it, and hopefully spark a conversation regarding my shop. You never know? 

What do you find (on or offline) to be the most effective?

This is kind of a toss up between my blog and paying for ad space. But in the end it probably comes down to paying for ad space. Because I know that quite a few of my blog readers discovered me by advertising on others' blogs.

Are there strategies that you have found didn’t work well for your business?

Yes, I paid to advertise in etsy's co-op ad with bust magazine. I paid 90.00 which is pretty reasonable considering you're making it into a magazine with a HUGE readership. I didnt really see an increase in sales. I think my money is better spent advertising online where someone can click and immediately jump into my shop. I've heard the co-op ads working for others, but it just didnt really work out for me.

How do you figure out what’s working and what’s not?

I used to rely on giving the buyer an incentive to share how they found me. After telling me, I would include a signed numbered 5x7 sized mini print. I had them professionally printed in bulk, and because of this it was a cheap way of finding out which ad spots were paying off. However now I rely on google analytics to track my etsy, artfire, and even my zazzle shop. The information is invaluable! 

How do you decide what marketing strategies to try and when to try them?

I'm not really sure. Somedays I just have an idea hit me, and it seems like a good one so I just go for it. Other days I try to take an idea that is working and switch it up a little to target a new audience of people.

Do you have a few marketing initiatives in mind that you would like to implement in the future?

I've just started a shop on zazzle. I am really loving it, and it works well with my art. It basically allows me to reach my customers in a broader range. I've had people tell me they loved my art, but were running out of room on they're walls. Zazzle has allowed me to put my favorite best selling images on mugs, doggie shirts, t-shirts, hoodies, postcards and even keds shoes  (with no upfront cost on my end). Because of this I've been brainstorming ideas to promote this shop. One idea I came up with is to actually purchase items from my zazzle shop and host giveaways on others' blogs.

I'm also working on a lens on squidoo. I've been hearing that creating lenses is a great way to promote a zazzle, artfire, or etsy shop. So I'm giving it a try!

For someone who is just starting their “at-home craft business”, where would you recommend they start in terms of marketing?

I think the most important step would be trying to get to know your customers. I think once you establish who you're marketing to, you can have a better understanding of how to market.

Anything else you would like to add?

Yes! To anyone out there struggling with their talent and trying to figure out their niche, I want to remind them that every artist was once an amateur. This a quote spoken from Ralph Waldo Emerson. I love it to pieces, and think everyone can relate to it.

Also, I truly believe you have to spend a little money to make a little money. Best of luck!

Photo Credits: vol25; vol25.etsy.com

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