Your website, Etsy page, and Shopify store are all set up and ready to go. The jewelry is stocked and shipping logistics are worked out. You even have beautiful packaging. Now you just need customers! Here are some of the best tips for selling jewelry online and keeping up with the fast pace of e-commerce.
Tip #1: Build a Following
When it comes to social media, many business owners tend to focus on the media part and forget all about the social — this is a big mistake! While every algorithm is a little different, all of the major social media communication outlets (Facebook, Instagram, Twitter) react best to consistent unique engagement. Translation: the more you and your followers interact, the more likely your posts will be pushed to the top. A responsive business owner who personally replies to each and every public comment or question is a person who seems committed to customer service. She is perceived as more trustworthy than a nameless, faceless brand. While you should of course always respond to private messages, it’s the public-facing presence that matters most here.
Tip #2: Tag Authentically
If your jewelry is feminine and classic, tag it #fitforaprincess and slip in the occasional #duchesskate. But if it’s bold and modern… don’t! Use your hashtags just like your craftsmanship and style by keeping them authentic. You’re more likely to gain an organic following of real live humans who are interested in your jewelry if you stay true to the message you’ve chosen for your brand. This also applies to your decision about how vocal (or not) you want to be in regards to sensitive subjects like politics or religion. Once you make a choice, stay committed to following your own brand guidelines and use the power of your platform only as much as you’re comfortable with the possible outcomes, good or bad.
Tip #3: Diversify
If you’ve been a Facebook junkie for years and haven’t found the time to branch out into new platforms, you’ve been missing out on potential clients. Secure your brand’s handles on Twitter, Instagram, Facebook and Pinterest, then link them together. You can do this via most of the platforms themselves, or use a social media management tool like Hootsuite to make multiple postings streamlined and easy to maintain. You can hop between each platform and create posts that refer viewers to your shopable pages on your website or Etsy, which will drive the right kind of traffic and entice potential buyers.
Tip #4: Use Visual Platforms
Jewelry is, by definition, a visual medium. What better way to showcase your style, brand and lifestyle than with beautiful images? Instagram is the clear winner here. You can link your Facebook and Twitter accounts to automatically reproduce your posts in those accounts, but concentrate your efforts on photos that truly showcase the beauty and quality of your jewelry. Try to keep the overall look of your photography cohesive. Alternate between standard jewelry images, short videos and of course reposts of anyone who posts about your work and tags you! You’re using social media as a tool to drive clients to your business. Make sure the message they hear is the one you want to send.
Tip #5: Choose Boards Wisely
Pinterest is still a sleeper platform in terms of social media, mostly because it encourages the least amount of interaction with a community. But if you decide to create and curate boards that revolve entirely around your jewelry, be sure to group them in ways that make sense to pinners. Your collections might have meaningful names and a certain style to your eye, however, someone searching for “rustic engagement rings” or “silver bangles” will never find you under “Inspired Collection” or “Ribbons of Love.” Your business boards should reflect a combination of your own jewelry photos — fully linked and attributed to you — alongside relevant lifestyle and fashion images that collectively deliver your signature style. Here are some Tips for Photographing Jewelry on our Blog.
The world of social media is vast and every-changing. It can be well worth the time you invest in the platforms you choose. Whether your goal is to acquire new clients, increase your geographical reach or conduct some quiet market research, learning the ins and outs of this new wave of marketing is a winning business decision.