Beyond the Product: How to Build Genuine Connections That Drive Sales with Ruthie Sterrett

Social media often feels like the magic bullet for growing a business. Many Etsy sellers hope that by simply posting about their products, they can attract hordes of new customers and drive sales. But as marketing strategist Ruthie Sterrett points out, social media isn’t a marketing strategy—it’s just one tool in your overall marketing ecosystem. 

In this deep dive episode, we’ll explore Ruthie’s invaluable insights on building a thriving Etsy business by leveraging social media intentionally, crafting effective content, and understanding your ideal customer.

Why Social Media Isn’t a Strategy

Ruthie brings a wealth of experience to the table, having spent over 20 years in retail, merchandising, and marketing. She’s seen firsthand that product-based businesses often make the mistake of focusing solely on their products. The truth? Success isn’t about what you sell—it’s about who you sell to.

“Your product is a tool to connect with your audience, not just something to sell,” Ruthie explains. “Customers today can buy anything, anywhere. What makes them choose you is the connection they feel with your brand.”

This connection can’t be forged by social media alone. Instead, sellers must craft a holistic strategy that incorporates email marketing, clear messaging, and an understanding of customer psychology. Social media plays a role in this ecosystem, but it’s not the entire solution.

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Start with Your Ideal Customer

Before creating any content, you need to know who you’re speaking to. Ruthie advises sellers to get crystal clear on their ideal customer.

“Think beyond demographics like age or income,” she says. “What are their goals? What keeps them up at night? What shows do they watch? What do they need emotionally?”

This deep understanding allows sellers to tailor their messaging and connect with their audience on a personal level. For example, if you sell mugs, your ideal customer isn’t just someone who drinks coffee—it might be a busy mom who craves moments of calm in her day. By addressing her needs and emotions in your posts, you can create a connection that resonates far deeper than product features alone.

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The Three Content Pillars: Attract, Nurture, Convert

To create effective content, Ruthie suggests focusing on three key pillars:

1. Attract:
   This content is designed to grab the attention of potential customers. It’s about showing your audience that you see them and understand their needs.
   
   • Examples: Relatable memes, inspirational quotes, or posts that validate your audience’s experiences.
   • Goal: Engagement, shares, and growing your audience.
2. Nurture:
   Once you’ve attracted an audience, nurture the relationship with value-driven content. This can include educational posts, behind-the-scenes peeks, or stories that align with your brand’s values.
   
   • Examples: Tutorials on how to use your product, your brand’s origin story, or posts about your creative process.
   • Goal: Build trust and deepen the connection.
3. Convert:
   Finally, ask for the sale. Conversion-focused content highlights your products and encourages customers to make a purchase.
   
   • Examples: Product demos, testimonials, or limited-time offers.
   • Goal: Drive revenue and increase orders.

Ruthie emphasizes that not all your content should be sales-focused. In fact, she suggests a balance of 50% attract, 20% nurture, and 30% convert content. “You can show your products in attract and nurture posts, but the intent should be different,” she advises.

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Social Media vs. Email Marketing: Where to Start?

Etsy sellers often wonder whether to focus on growing their social media presence or building an email list. Ruthie’s answer is clear: prioritize email marketing.

“Email is more reliable and allows you to directly reach your customers,” she says. “You can even repurpose your emails into social media posts, saving time and effort.”

She recommends getting consistent with one platform at a time, starting small and scaling up. For example, if you’re not emailing your list at all, start with a monthly newsletter. Once that becomes a habit, move to twice a month, and eventually weekly emails. The same goes for social media—don’t overwhelm yourself by trying to post every day right away.

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Overcoming Common Social Media Mistakes

One common trap Etsy sellers fall into is using social media as a catalog. Simply posting pictures of your products with captions like “New arrival!” isn’t enough to build engagement or drive sales.

“People scroll social media to be entertained, educated, or inspired—not to shop,” Ruthie explains. “Your content should meet those needs first, and the sales will follow naturally.”

She also warns against falling for vanity metrics like follower counts or viral posts. While these might feel like wins, they don’t always translate into sales. Instead, focus on creating content that drives meaningful engagement and builds trust.

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Testing and Iterating Your Strategy

If your sales have plateaued or started to dip, Ruthie suggests breaking down the problem by working backward through your sales equation:

• Do you need more transactions?
• Do you need to increase your average order value?

Once you identify the area to focus on, test specific strategies for 30–60 days. For example, if you need more transactions, focus on driving traffic to your shop. If conversion rates are low, experiment with different calls to action or improve your product descriptions.

“Don’t try to fix everything at once,” Ruthie advises. “Test one thing at a time so you can measure what’s working and what’s not.”

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Building a Legacy Brand

At the end of the day, Ruthie encourages Etsy sellers to think long-term. “You’re building a legacy brand, not chasing overnight success,” she says. That means being patient, staying consistent, and continually learning and evolving.

Whether it’s crafting a thoughtful content calendar, investing in email marketing, or hiring a strategic marketing partner, every step you take builds the foundation for lasting success.

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Connect with Ruthie Sterrett

Ruthie and her team at The Consistency Corner offer full-service social media marketing and strategy. From creating custom content calendars to executing done-for-you campaigns, they’re the perfect partner for scaling brands.

You can find Ruthie on Instagram @theconsistencycorner or reach out for a free branding brainstorm session to get clarity on your next marketing steps.

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Final Thoughts

Ruthie’s approach is a refreshing reminder that social media is just one piece of the puzzle. By focusing on your ideal customer, crafting intentional content, and testing your strategies consistently, you can build a brand that stands out in a crowded marketplace.

Start small, stay focused, and remember: it’s not about the product—it’s about the connection.