Are you a jewelry maker who is using online resources to make sales and build an audience to grow your jewelry business? If so, you probably have a website of your own, pages at sites such as Etsy and others, and maybe a bunch of social media sites to attract an audience. This is actually the most basic and essential structure to your success. You must have a few “channels” to drive “traffic” to your online venues, but if you are not also using all of the help that Google offers, you could be missing out.
What sort of help? Well, as a creative person and maker of jewelry, you might be unhappy to hear that this help is of the technical kind. It comes in the form of what Google calls its “analytics”. Now, before you click away in frustration, give this article just a few more moments. Why? Because Google analytics are incredibly valuable to both know about and use; let’s first understand what they are.
In a nutshell, the analytics is simply data relating to your specific web pages. For example, they tell you how many visitors arrived at your pages, how they got there (such as through a search or via a specific term or keyword search), how long they spent on the pages or site, what they did or did not buy, and even where (geographically) they are coming from.
This is a wealth of data and if you are not using it, you may be stunting the growth of your jewelry business.
Start With Social Media
You may not be the biggest fan of sites like Facebook, Instagram, Twitter, Pinterest or LinkedIn, but the vast majority of adults in the world love them. In fact, according to a B2B expert:
- “52% of online adults now use two or more social media sites.
- Of the 7.2 billion people on earth, 3 billion have Internet access
- 2.1 billion are active on social media; and 1.7 billion use social networks from a mobile device.
- The number of worldwide social media users is expected to reach 2.5 billion by 2018.”
If you are failing to use them, and failing to see which of them drives the most traffic to your pages, you are missing out on a lot of free marketing opportunities. Google analytics let you see which sites send the most traffic, how long they stay and how many of your pages they look at once they arrive.
Let’s say that you have the most of your traffic coming in from a Pinterest post you did with one of your pieces of jewelry or one of your displays. Visitors look at several pages in the gallery to which that image links, and many make a purchase based on that visit. However, the same image does almost nothing on Facebook or Twitter. Now you know you can stop making an effort with that particular campaign on those sites and use the Pinterest audience to develop something stronger.
Another reason that Google analytics is a wonderfully empowering tool is the fact that it lets you hone or define your ideal target customers. Where do they come from? What are they looking at most? What styles or designs are generating attention? Why? You might use the data to learn that an audience from a specific area, such as a city far away or even outside of the country, really loves a particular design or line you’ve made. Now you can develop long tail keywords to reach them and it cost you nothing more than the time to review the GA data!
Free data is out there and ready to help you make a big success of your online jewelry sales. Just spend the time mining it, narrowing it down and using it to strengthen any existing pages or campaigns.