The case of an Etsy store of musical instruments

Project information

Our client is an experienced entrepreneur, has his own production, team, and works in the musical instrument niche. The average check of goods is $350.

We have been working with the client since October 2023. He asked us to break through the $10,000 sales threshold on his Etsy store. Before that, they managed to reach about $8,000 on their own.

Promotion on Etsy platform

Before starting work, we conducted a detailed analysis of the store, its niche and competitors. We identified the main stages of development and proposed our marketing strategy.

We focused on improving the content. Thanks to the experience and analysis of competitors, we created an SEO structure for the store. To ensure that the store was ranked in the search results and hit the target audience, we supplemented the semantics with more in-depth keywords and tags.

We also optimized and expanded product listings and added new ones every day. 16 listings were displayed on the first three pages of the search results in the first three months due to constant work on improving the content.

Throughout the entire period of cooperation, we have kept 2 Top Sellers at the top of the search results.

For the first period (October-November), the store’s results amounted to $7, 972. The last figures before the start of cooperation on the store were at the level of $7000.

November – December is a high season, as many people choose products in this niche as gifts. To increase the store’s potential, the specialists developed a system of discounts and increased advertising budgets during this period.

As a result, the store’s revenue reached more than $17,000.

In general, the team is constantly working on optimizing Etsy Ads campaigns. We gradually increase the advertising budget every month, as we see positive sales growth and full payback of the channel. The daily budget for advertising activities averages $20. In April, we raised the budget to $25.

To improve the results of Etsy Ads, we regularly monitor the indicators to eliminate ineffective listings and remove irrelevant requests.

In addition to content and internal advertising on the marketplace, our specialists are also working on developing an additional traffic channel – Pinterest and Offsite Ads. Offsite Ads bring 3-6 additional orders per month.

To improve the store’s offer on the market and increase customer loyalty, the store offers related products (tool covers, additional devices, etc.). An interesting solution is to create instructions for learning to play musical instruments for beginners. They are sold as digital products and have a much lower price.

After the end of the high season, there was a decline in sales in the market. In January-February, the store’s revenue amounted to $8,330 and $7,029, respectively.

However, closer to the spring period, thanks to active work on the store, the income again increased to $9,000-10,000 (March-April). 

Thus, we achieved the client’s goal of breaking the $10,000 threshold and reached a monthly revenue of $17,000.

We continue to work on content, advertising and additional activities in this online store.

Promotion features

1. The client takes responsibility for the store’s design: he creates an attractive design for the audience and works on high-quality photos of goods, which creates an advantage over competitors;
2. The store holds a leading position among competitors, and we conduct monthly market analysis to assess the effectiveness of the work performed.

Conclusion

So, in this case study, we have shown the results of working on an Etsy store. We managed to increase monthly sales on the project to $10,000 and earned more than $17,000 during the high season. The project has paid off, the client is satisfied with the cooperation and continues to scale the business together with the team of the Marketing agency «Goal».

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