The jewellery business is currently booming and that doesn’t look set to change any time soon.
Back in 2018, more than 29 million people were found to purchase jewellery online on a daily basis. This statistic, coupled with the fact that selling jewellery typically produces a profit margin between 25 and 75%, clarifies why the competition between online jewellers has become so fierce.
When done effectively, the slice of pie from selling jewellery online can be huge.
Whether you’re considering becoming a jewellery vendor yourself, are a seller already or, are simply looking for ways to show off your handmade jewellery creations, there are a few things you should be doing to attract attention and stand out from the rest.
Marketing can and should be your best friend when it comes to enticing new customers to your shop or website. In this article, we will take a look at six of the most effective ways to not only attract new customers, but encourage them to make purchasing decisions. Let’s get started.
1. Stay consistent
Consistency is key when it comes to surviving in business. Ask yourself: what is it that makes your jewellery business stand out from the rest? Only after you know this information will you be able to act.
Say, for example, you are looking to sell more dainty jewellery with soft coloured stones and jewels. It therefore makes sense to organise your marketing strategy to fit this ideology, using soft colours and fonts in your logo, website design and marketing materials.
2. Identify your ideal customer
Who are you trying to attract to your shop or website? What’s their age, gender, location and interests? Knowing the answer to both of these questions is imperative to being successful.
Fortunately, conducting market research related to this is very easy to do. Using customer surveys and online tools like Google Analytics, you can find out a lot about who is visiting your website and how they are spending their time there. In turn, this helps ensure your money is being put to best use.
3. Blog, blog, blog
When convincing a consumer to purchase from your website, it’s important to come across as an expert in your field. The more trustworthy you seem, the more likely a customer will be to buy from you.
One of the most effective ways of proving your expertise comes via blogging. By regularly updating your website with fresh news, you can help keep potential customers glued to your website and prove your knowledge. Plus, by utilising an effective content strategy, you could also help your website climb Google’s rankings, making it easier for people to find you.
4. Get snappy
High-quality photos can make a big difference. After all, buying jewellery is not like getting a new computer – consumers have no way of determining the exact price tag of a ring, bracelet or necklace so, most of the time, it simply comes down to whether they think it’s pretty or not.
In order to truly showcase a piece of jewellery to a potential customer, you’re going to need to use photos and videos to help sell it. This imagery should be as high a resolution as possible and should feature multiple angles of the product. It should also not look overly cluttered and should only feature the specific piece of jewellery you’re trying to sell, using bright colours that draw the eye.
5. Think about social
Social media is a highly effective way of getting your jewellery seen by the masses. Platforms like Facebook and Instagram can be especially useful when it comes to keeping customers updated with your latest offers and events, while Twitter can help you engage with your specific customer base.
In order to use social media effectively though, you need to use it regularly. There’s no point posting a new status once every couple of months – you need to publish fresh information and photos on a regular basis to stay in the mind of your consumer.
6. Wear your creations
You can’t expect people to buy your jewellery creations if you don’t like or want to wear them yourself. You should be thrilled with what you have designed and wear it around town with pride.
While it may be true that word of mouth recommendations have gradually been replaced by online reviews, there’s always a chance that somebody will see you wearing your jewellery, ask you where it’s from, and decide to buy some for themselves. Talk about a win-win.
Image credit : Jennifer Hom
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