The number one question that I hear people ask when they’re talking about promoting their Etsy shops on social media is what they should be posting.
People know the basics, show things in process, show your listings, blah blah blah, but after a while it feels like you have nothing new to post.
Social media content is pretty easy to come up with if you have a plan, and it’s a lot easier to have a plan if you have a blueprint. This article is about the blueprint that I use, and I have the template that I use to do is available below for download.
How to reuse your content for Etsy social media.
To reuse your content for different social media platforms, you need to identify which platforms you want to use, then tailor the content to the platform and how you need to format it for that platform. You can use the same piece of content for multiple platforms and marketing efforts this way, and it’s pretty easy if you follow the template for each piece of content that you have.
Here’s an example of ways that I could use an Etsy listing:
- Post the link to the listing on Facebook.
- Put a photo from the listing photos on Instagram.
- Link to the listing in my newsletter.
- Create 12 Pinterest pins to schedule once a month.
- Do a short video using the original listing video and post it on Youtube, Instagram, TikTok, and Pinterest.
- Make an Etsy Explore video for the Etsy app.
- Write a blog article about the listing and show it being used, then use those photos for all of the things I’ve mentioned already.
You can reuse content in a lot of ways if it fits the format. If you don’t have a video you obviously can’t put a video on YouTube or other platforms, but if you know that a video can be used in so many places you can be sure to put making one on your list.
Where to get content for your social media.
The first place to look is in your Etsy shop. If you think that you don’t have any content, you’re 100% wrong, because you probably have hundreds of photos that you can use in different ways in your Etsy listings. Don’t just post them and think that you can’t use them again, because you definitely can!
I use the same photos in my Etsy shop that I use on my website. Google doesn’t care about duplicate content, that’s a myth, but if you’re worried about it you can crop the photos so that they’re different in each place.
You can use the same photos to create basic posts on other platforms, but each platform will need slightly different formats, text, and things like hashtags.
If you use a platform that uses hashtags, you can put together a list of hashtags that you can copy and paste for each different subject.
For platforms that use photos in a specific shape like Instagram, you can use a service that will create posts in those shapes that you can download and schedule, or post directly.
I use PinGenerator because it creates multiple pins at one time, and also has templates for Instagram. It’s updated with more options frequently, so there are a lot of options for post shapes and formats.
You can also use the photos for blog articles, which you can then use for more Pinterest, Facebook, Instagram, and newsletter posts.
Every piece of content that you create can probably be used to make a second piece of content, and probably a third or fourth.
How to post the content you’re making.
The important thing to remember if you’re using one basic listing for multiple marketing posts is to space things out. You don’t want to post a bunch of the same thing back-to-back because that can be monotonous for the people who follow your account. It’s not such a big deal if you post the same thing on different platforms, but try to space things out on the same platform.
Let me walk you through my social media process…
I’ll use one listing, then make a blog post from the listing. If I remember to make a video while I’m creating the listing (I don’t always remember that part) I’ll put the video on YouTube then embed it in the blog post.
I also link to the listing from the YouTube video to give people another way to find my website.
I then take the listing and pin it to Pinterest from my website so that it’s a product pin. After that, I can make an Idea Pin and tag the listing pin so that it takes people directly to the listing pin.
I’ll also make 13 standard pins from the blog article, and pin one directly to Pinterest, then schedule 12 once a month for the next 12 months.
Because Pinterest pins work best when they’re not just “buy my stuff,” I like to use the blog articles as the thing that I pin a lot instead of the actual listing.
I’ll also link to the first part of the blog articles in my newsletters, and people will hop over to the full article on my website to read the rest. There are always going to be links in the blog articles that link to products on my website, so that’s another way to get people to my shop.
Once a year I’ll schedule a year’s worth of Instagram and Facebook posts using Pingenerator and Buffer, which is what I use to schedule posts. I schedule those for twice a week, then I’ll add more posts throughout the year if I feel like it.
I’ll also go in and post things manually on top of the ones that I’ve scheduled. But the scheduled ones make sure that I have content going out on a regular basis.
This is my basic process, but I also need to start using my Youtube channel to mine for content more!
Template to chart out what each platform needs.
To keep track of what you need to do to each piece of content for the different platforms that you post on, I made this template. Since each platform has its own requirements you’ll want to make sure that you have any images or videos that you need to post the right thing on the right place.
You can download the template here:
I filled mine out with the platforms that I use, which are mainly YouTube, Pinterest, Facebook and Instagram. I also use my blog and my email newsletter, so those are also part of the mix.
Each platform has its own specifics so I made a note of what I need to have to do for each one. Some of them are pretty easy to remember, but I tend to forget to do certain things, so I put a reminder of those for myself.
Every listing can be used multiple times in multiple ways, and if you have more than one photo in a listing you can use them all this way.
If you realize all the ways you can use your product photos you’ll open up a lot of options that you didn’t know you had for social media. When you use your listing photos it creates a chain of different types of posts that you can use in different ways to drive your own traffic to your listings.
This article looks at the confusing revenue reporting on Etsy in the stats section and other sections where you can find financial info.
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