Many handmade entrepreneurs (I’ll even venture to say, most handmade entrepreneurs) begin by opening up shop on Etsy or some other online marketplace…and then eagerly begin working to drive traffic to it. It becomes the Grand Central Station of their business; in other words, every aspect of their marketing, such as their email newsletter and their social media campaign, routes their customers right back to their Etsy shop.
This is such a huge mistake.
Why? Because the very last thing you want to do is simply drive your hard-earned customers to someone else’s website. And that is essentially what a marketplace such as Etsy really is…someone else’s website.
When you set up shop on Etsy, you are basically renting a piece of their real estate. The success of your business is therefore dependent on them.
Does this mean you should stay away from Etsy? Oh my lord, no. I love Etsy. It’s an awesome tool. But always remember, that is simply what it is: a tool, to drive business to YOU, and not the other way around.
It is absolutely essential that you also have your own website or blog.
Your website is the capital of your business…always. You always maintain the power to govern your own capital, no matter what else happens. It would never be a good idea to give anyone else the power over the business that only you have worked so hard for, right?
When you own your own website, the state of Etsy or any other external website or marketplace will never have a make or break impact on your business, because all along, you have been driving traffic to YOUR own website, you have been building an email newsletter list, and your thousands of Facebook or twitter followers have been coming to YOU.
With the capital of your empire still intact, you can weather any tidal wave that comes your way.
And, here’s a slew of other reasons why you should have your own website:
- Etsy charges fees based on the sales you make. How about paying a lot less of those fees?
- With your own site, you have complete control over your content, your design, your branding, etc. No rigid listing structure to adhere to. No list of rules to follow, other than your own.
- When a potential customer finds your products through Etsy, they will not only see your products, but they will see other seller’s products as well. However, if (and when!) they find your website, they see only what you want them to see: YOUR products. After all, if you’ve put in the effort to market your business, then your work should benefit YOU, not your competitors. I know that when I’m putting in all the effort to optimize my business so that a customer can find it on Google, the very last thing I want is to hand that customer off to my competitors (no offense, competitors).
- Having your own website looks so much more professional to a prospective buyer (and to other sites, blogs, magazines, press, etc who may be interested in featuring you).
- One or two unhappy buyers have the power to ruin your feedback rating on Etsy, casting a negative light on your hard worked business…even if their unhappiness wasn’t your fault.
- If you’ve ever checked out some of the forums over at Etsy, you will find that sometimes, the unthinkable can happen – Etsy can shut down anyone, at any time (check out this scary article on Handmadeology.com). This has happened to many sellers, and frequently, the seller had never even realized they were in violation of Etsy’s rules. So, if this happens to you after 4 months or 4 years of faithfully marketing and driving traffic to Etsy…then what? Your business and work is gone, and all that’s left is…Etsy.
- Etsy is just one tiny sliver of the potential market you could reach on the internet… and that potential is utterly limitless. Why box yourself in to only one place?
A fully optimized Etsy shop is one of many venues to take advantage of and allow more customers to find you. But, your business deserves to have its own Grand Central Station, don’t ya think?
(I feel really strongly about this subject. Here’s another article you might want to check out: You don’t own your Etsy shop. Etsy does.)