Episode 234 | Boost Your Visibility on Etsy from PR with Genieva Davidson

In this episode, Dylan sits down with Genieva Davidson who shares invaluable insights on achieving free visibility for your Etsy shop through PR and affiliate marketing. 

Genieva dives into her background and expertise in pitching, offering practical advice on how to start, find the right platforms, and create engaging pitches. Learn about the balance between traditional PR features and podcasts, how to leverage SEO, and the power of affiliate strategies. Tune in for actionable steps to scale your Etsy business without spending a dime on ads.

In this episode, we discuss:

[01:39] Genieva’s Background and Journey to Working on PR

[03:26] Starting with PR and Pitching

[04:40] Effective Pitching Strategies

[09:13] Value of Small vs. Large Publications

[11:13] Cost and Pay-to-Play in PR

[13:58] Pitching Stories and Angles

[26:19] DIY vs. Done-for-You PR Services

When it comes to growing a successful Etsy shop, visibility can be the hardest challenge. Many sellers wonder how they can bring more eyes to their products without relying solely on paid ads. Genieva Davidson, a PR and visibility expert, joined us recently on the Etsy Seller Success podcast to share some incredible strategies for using free PR to attract customers to your Etsy shop. With her experience in pitching for free media coverage, Genieva explains how even small-scale Etsy sellers can build authority, get featured in major publications, and ultimately boost sales—all without breaking the bank.

Why Free PR Matters for Etsy Sellers

PR, or public relations, is a powerful tool that can help you reach new customers and build brand credibility. As Genieva explains, PR doesn’t have to involve high-budget advertising campaigns. In fact, with the right approach, you can tap into free media opportunities that will get your products in front of potential customers without spending a dime. The key is learning how to effectively pitch your story or product to the right audiences.

“Many Etsy sellers get overwhelmed by marketing and feel stuck. They don’t know what to sell, how to scale, or where to find their audience,” Genieva says. “But with the right PR actions, you can get unstuck and achieve visibility levels you may have thought were only possible with paid ads.”

When to Start Pitching Your Products

Timing is everything when it comes to pitching. Genieva offers a few helpful questions Etsy sellers should consider before diving in:

1. Do you know what you want people to know you for? Understanding what makes your products unique or memorable is key to successful PR.
2. Do you have a place for customers to find you once they discover your product? Make sure your Etsy shop and/or website are ready to handle an influx of new visitors, and that your products are displayed in an attractive, user-friendly manner.

Once you have these elements in place, Genieva recommends starting with two types of PR efforts: podcast tours and product features. Combining these approaches allows you to reach audiences that can drive direct sales while also building up your search engine visibility.

Getting Started: Where to Pitch Your Products

For new PR beginners, Genieva suggests starting with “warm leads” instead of cold pitching. In other words, look for writers or media outlets that are actively searching for content or products to feature.

A few platforms where you can find these opportunities include:

• Quoted (QWOTED): Genieva’s top pick for PR beginners, Quoted allows you to create a free profile and respond to up to two media requests per month.
• Connectively (formerly HARO): A classic PR tool, Connectively emails you with media requests from various outlets multiple times per day.
• Featured.com: This platform includes requests from popular outlets like Forbes and Entrepreneur.

Genieva emphasizes that smaller publications are just as valuable as larger ones. Although a feature in a major magazine like Forbes is impressive, appearing in smaller, niche publications is often a more realistic starting point and can help build SEO for your brand.

What to Pitch: Best Sellers or New Products?

When it comes to choosing what products to pitch, Genieva suggests focusing on items that are already performing well. Your best sellers are likely to resonate with a broader audience, making them ideal candidates for PR pitches. However, if you have a unique new product that fits an editor’s specific request, don’t hesitate to pitch it—especially if it aligns with upcoming holidays or trends.

Tailoring Your Pitch for Podcasts

When considering podcast appearances, Genieva advises Etsy sellers to pitch shows that cater to their customer base rather than those that focus on Etsy or e-commerce exclusively. For instance, if you sell print-on-demand T-shirts, consider targeting podcasts that appeal to the type of people who might buy your products, such as event planning or lifestyle podcasts, rather than other Etsy-focused podcasts. This approach maximizes exposure to new customers rather than competitors.

Free vs. Paid PR: Is It Worth Spending on Media Placement?

For many small business owners, the idea of spending thousands on PR can be intimidating. Genieva debunks the misconception that paying for PR is necessary to get featured. “You don’t have to pay to play,” she assures. Genieva’s experience shows that aligning your pitch with an editor’s needs often leads to free coverage in high-quality publications.

How to Handle Rejection

Pitching for PR involves dealing with a lot of no’s, but resilience is part of the process. Genieva recommends sending out multiple pitches—she suggests about 50 as a good starting point—and being prepared to get responses from only a fraction of them. However, the more you pitch, the better you’ll get at identifying angles and refining your subject lines to attract interest.

Building Long-Term Visibility: The Lifespan of PR

One of the biggest benefits of PR over paid advertising is its longevity. Genieva notes that articles and features can continue to provide value for years. For example, a feature in Yahoo Business could be picked up by other outlets over time, resulting in ongoing traffic and authority-building for your brand.

DIY or Hire Help?

If you’re just starting out and have limited resources, a DIY approach to PR can be very effective. Genieva offers courses that help small business owners learn how to pitch effectively and find PR opportunities. For those with a larger budget, hiring a PR professional like Genieva can streamline the process and leverage her connections to secure larger features and high-profile podcast appearances.

Final Thoughts

Visibility can be a game-changer for Etsy sellers, and free PR provides a unique way to grow your brand without paying for ads. By understanding your audience, building a clear brand story, and strategically pitching your products, you can create a ripple effect that drives traffic, boosts sales, and establishes your brand as an authority. Whether you’re ready to DIY or consider hiring a professional, PR can be a powerful tool to take your Etsy shop to new heights. 

Links Mentioned:

Qwoted 

HARO 

Connect with Genieva: 

Website: https://genievablissmedia.com/ 

Instagram: instagram.com/genievablissmedia 

Freebie: genievablissmedia.com/freebie 

About Genieva Davidson: 

Genieva Davidson is owner of Genieva Bliss Media that specializes in PR through press and podcast interviews as well as speaking, grants, awards and in general pitching the business and brand. Genieva became an expert pitcher from back in high school when she pitched herself to hundreds of scholarships to go to college for almost free. From there, she pitched for jobs in her 9-5 and never became afraid to ask. After being a PR assistant for a few years, she learned the industry and saw what was needed to stand out among pitches. Through relationship building and efficient systems, Genieva has landed her clients features in BBC, Forbes, Entrepreneur, New York Post, New York Times, Mind Body Green, Women’s Health, podcasts with over 23 million downloads, and more.