original photo by Oberazzi
No matter how big or small, the list of your loyal customers is and always will be your most important business asset.
You already know that.
Now, how do you decide what kind of jewelry you should design and sell next? Is it just an inspiration, a business decision based on market analysis or a combination of both? Guess which one's right...
But fist, let's review the basics.
As in any other business, when selling jewelry online you should have all three marketing components in place:
- Leads generation system;
- Efficient conversion tactics;
- Customer retention strategies.
Although the first two are very important, focusing on them alone isn't going to be enough. I see jewelry website owners falling into that trap often.
They build their marketing around finding ways to attract visitors to their website and using every possible trick to make the site sell.
Concentrating only on finding new customers, they miss a simple opportunity to increase their sales.
If you sell jewelry online you should remember:
- It is much easier to sell to your EXISTING customers then to find and convert new prospects;
- People will most likely forget about your website if you don't REMIND them;
- It's easier to UP-SELL to someone who already bought from you and appreciates your jewelry.
- People buy not what they need, but what they WANT. So, don't be shy to ask them what that is.
One of the easiest ways to ask your customers what they want is to place a poll on your website.
It is not a problem if you don't have that functionality at your online jewelry store. Ask500People.com, for example, provides a way to setup your own poll in a matter of minutes for free.
When implementing your online marketing strategy, remember that it takes time and effort to build a solid relationship with your customers. Get creative, but do so wisely; your customers’ trust is the holy grail of your jewelry business.
