If you’re an Etsy seller, you know how challenging it can be to stand out in a marketplace with millions of other shops. While paid ads and social media promotion can help increase visibility, there’s another powerful strategy to consider: earned media. This type of media coverage offers significant benefits for Etsy sellers looking to boost shop visibility, establish credibility, and, ultimately, drive sales.

In this blog, we’ll explore what earned media is, why it’s valuable for Etsy sellers, and how it can increase sales in your Etsy shop.

What is Earned Media?

Earned media refers to any free exposure or publicity your shop receives as a result of others talking about your products. This could be coverage in local TV news, newspapers, magazines, blogs, social media mentions, or even features in gift guides. Unlike paid media, where you invest directly in advertisements, earned media relies on authentic interest and third-party validation to promote your products.

Examples of Earned Media for Etsy Sellers:

• Feature in a local newspaper about your handmade products

• Local TV morning show segment where you showcase your products on the air

• Inclusion in a blogger’s holiday gift guide or “top Etsy picks” list

• Social media shout-outs by influencers or satisfied customers

• Magazine or online article coverage about your unique shop story

Earned media is especially powerful because it typically reaches a broader audience and carries more credibility than paid advertisements. When others—especially media sources with established audiences—talk about your products, it creates a positive association with your shop and encourages potential buyers to trust your brand.

Why Earned Media is Valuable for Etsy Sellers

Earned media provides value on multiple levels for Etsy sellers. Here’s why it’s a powerful tool for growing your business:

1. Boosts Credibility and Trust

When reputable sources talk about your shop, it gives your business a stamp of approval. For Etsy sellers, building trust is key, as customers want reassurance about the quality and reliability of products. An article or social media post from a trusted influencer or media outlet can act as social proof, giving new customers more confidence to make a purchase.

2. Increases Visibility Without Costing Money

Paid ads on Etsy or social media can become costly, especially in highly competitive categories. Earned media, on the other hand, is free exposure. Although you may need to invest time in building relationships and crafting your pitch, the results can be more enduring, reaching audiences you might not have been able to target otherwise.

3. Drives Organic Traffic to Your Shop

Coverage in blogs, online magazines, or social media platforms generates organic traffic to your Etsy shop. When potential customers see your shop mentioned in articles or gift guides, they’re more likely to click on the link and explore your products, which can lead to increased sales.

4. Differentiates Your Shop

Standing out on Etsy can be a challenge with so many sellers in each category. Earned media sets you apart by positioning your shop as newsworthy and unique. Whether it’s your unique crafting process, eco-friendly materials, or inspirational story, earned media allows you to highlight what makes your shop special.

5. Improves Search Engine Visibility

When reputable websites and publications link to your shop, it can improve your search engine optimization (SEO). Links from trusted sources can help your shop rank higher in search engine results, making it easier for customers to find you when searching for similar products on Google or even within Etsy’s search.

How Earned Media Can Increase Your Etsy Shop’s Visibility and Credibility

Now that we know why earned media is valuable, here’s how it can help increase your shop’s visibility and credibility:

1. Capture New Audiences

Earned media coverage puts your shop in front of audiences that may not be actively searching on Etsy. For instance, if a blogger includes your products in a “Top Handmade Gifts” guide, their readers—who may not have found your shop otherwise—are introduced to your brand, expanding your customer base.

2. Build Long-Term Relationships with Media and Influencers

Establishing strong relationships with media and influencers creates long-term opportunities for coverage. If a journalist or blogger enjoys working with you, they may reach out for future articles, gift guides, or product features, allowing for repeat exposure that keeps your shop top-of-mind with customers.

3. Tap into Holiday and Seasonal Demand

Many media outlets create holiday and seasonal shopping guides. Getting your shop featured in these lists, like “Best Handmade Valentine’s Gifts” or “Eco-Friendly Back-to-School Supplies,” can lead to a significant surge in traffic and sales during peak shopping seasons.

4. Leverage Social Media Mentions for Added Credibility

Social media earned media is an especially powerful tool for Etsy sellers. When influencers, bloggers, or satisfied customers post about your products, you can share their posts on your own platforms, building credibility with your audience. A simple retweet or repost of a customer’s glowing review provides authentic content that reinforces the quality of your shop’s offerings.

How to Get Started with Earned Media for Your Etsy Shop

To start leveraging earned media, focus on creating a story around your shop that’s interesting and relevant to the media outlets you target. Here are a few steps to help you get started:

• Identify Your Unique Selling Points: Think about what makes your shop or products unique. Is it your sustainable materials? Your handmade process? A compelling backstory? Use these elements to shape your pitch.

• Build Relationships with Relevant Media and Influencers: Research blogs, social media influencers, and local news outlets that cover small businesses, handmade goods, or Etsy. Follow them on social media, engage with their content, and reach out when you have a story to share.

• Pitch Seasonal and Trending Stories: Earned media is all about relevance. Tie your products to upcoming holidays, seasons, or popular trends to increase the chances of media interest.

• Make Your Shop Newsworthy: Whenever you have a new product line, an anniversary, or an interesting update, reach out to local media or niche bloggers who might be interested in covering your story.

• Create High-Quality Photos and a Media Kit: Journalists and influencers love to have images that they can use in their features. Invest in high-quality product photos and create a simple media kit with details about your shop, products, and any noteworthy background information.

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Earned media can be a game-changer for Etsy sellers, providing free, credible exposure that reaches new audiences and drives organic traffic to your shop. By focusing on creating a unique story, building relationships with media contacts, and keeping an eye on seasonal opportunities, you can use earned media to increase visibility, boost sales, and grow your Etsy business.

Start small by engaging with local media or niche blogs, and soon you’ll find your Etsy shop gaining attention and attracting the right audience—without spending a dime on advertising. Embrace the power of earned media, and watch as your brand grows in both visibility and credibility.

Want to learn more about how earned media strategies can help your small business? Grab our eBook Earned Media Essentials: A DIY Guide For Small Business Owners on our Scot Media Tulsa Digital Bookstore!

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