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How to Merchandise Your Jewelry on the Internet

by Judy Ellis
Using the Internet to engage and conduct business with your customers is an effective way to merchandise your jewelry. However, it's not quite as easy as setting up a website, catalog and e-commerce. You will need to invite customers to come to your site, find what they like, and be motivated enough to open an account and purchase. So, this article is about the whole process so that selling online will be a good experience for you and for your customer. This article is also for the small independent jewelry-maker.
First, create your online store.

Choose a store package that's easy to set up but rich in features.

It should track customer behavior and allow adjustments.

Pick a platform you can modify yourself.

This avoids hiring a software technician for your jewelry catalog.

Your storefront should let you upload multiple jewelry pictures.

Ideally, it automates pricing to checkout.
After your store is built, invite customers in.

This is where marketing and advertising come into play.

Develop an advertising campaign strategy by identifying a "hook" to attract customers.

Will they be enticed by a free offer?

If you can't afford something completely free, offer a free item with purchase. Incorporate the cost into the sale.

Other ideas include free shipping, a velvet case, or silver-cleaning paste with purchases.

Whatever you choose, it must add value to the customer's experience.

Continuously test new ideas against each other.

This finds the most effective strategies to reuse.
Next, decide where to promote your offer.

On the Internet, many places exist to advertise.

Focus entirely on your target market: females 21-55 with disposable income.

Target specific locations or behaviors, like those buying clothing and accessories online.
Now that you have figured out what to offer and to whom, decide where.

One effective way is buying keywords in search engines and social sites.

Use their ad software to pinpoint your audience.

Don't waste paid clicks broadcasting to everyone.

Nail your ad and targeting.

Most visitors should seek what you offer.

Fewer ready buyers beat more who click away.
Finally, ensure visitors have a positive store experience.

Create a friendly catalog that shows you know your business, seem reputable, and can be trusted to ship purchases.

Include a privacy policy on your site.

Tell visitors you use secure servers for transactions.

Add a return policy that accommodates returns.
Setting up a store, targeting customers, and selling jewelry involves many steps.

Once done, the fun begins.

Watch customer behavior and tweak your store.

This optimizes sales for your jewelry.
Take a look at our Definitive Guide to Selling Handcrafted Jewelry
Judy Ellis's How to Merchandise Your Jewelry on the Internet - , Selling, Selling, , Definitive Guide to selling

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