I personally have not done a lot of off-Etsy advertising. I haven't tried Facebook or Twitter or fliers. I know other sellers do have success with it, and it's definitely something I might try in the future. It's always great to get your name out there and draw attention to your shop.
For right now, I focus on attracting buyers who are already browsing Etsy. I figure there are so many potential buyers here already, with money to spend - the goal is to get them interested in MY items. I want to make my items and my shop as attractive as possible, and make the shopping experience pleasant and easy.
I am constantly updating my photos and descriptions. This is a never-ending job. There's always room for improvement. My listings are far from perfect, but the more I work on them the more interest (and sales!) I receive.
I keep my shop well-stocked. 50 items is the minimum for me. I've noticed that if I let my selection fall below that number, my sales decrease dramatically. Buyers want options.
I add new items and designs as often as I can. I make sure I list at least one item every day, whether it's a new design or relisting/renewing an older one.
I offer items at multiple price points. Maybe a buyer can't afford a $40 bracelet, but they probably can afford one of my $6 charms. I want to appeal to as many buyers as possible, so I need to offer items that fit all budgets, without sacrificing quality.
I offer a lot of options for customizing items. If the buyer can request a different color, a certain size, etc., I make that very clear in each listing. My buyers like the fact that they can customize something special and one of a kind.
I'm sure there's a lot more that I could be doing to improve my shop! My tags need to be updated, a lot of my photos could be improved. Maybe I'll find time for all of that someday :)
~ Lisa
