Sheila has a new business selling online jewelry. Her craft is evident when you see the unusual combinations of materials she puts together and she is confident there are people who will buy from her. She hired me to advise her about marketing. I didn’t tell her what to do, instead, when she asked for help, I asked more questions.
Ask More Questions
In the first six months of selling your jewelry online, have you ever spoken to a customer who has bought more than once? If not, why not? As you develop a tribe, there is nothing that replaces the first-hand conversation. Start with reaching out to one client – and then another. Make it a goal to talk with ten customers in thirty days. Listen for common traits among those who buy from you like Mom’s buying gifts for daughters. Or, women of a certain age.
When someone comes to your website, do you organize the original jewelry based on price, on occasion, on materials or some other factor? Why? Maybe people are shopping for gifts and if you organized around “perfect for Mom” or “best birthday gifts”, it will help customers recognize what job the jewelry can do. I wish wine was organized in stores around food pairing not regions.
Did you set your prices based on the what the jewelry costs or what it is worth? If your story focuses on the unusual materials you use, then I don’t expect things to be cheap or discounted. Test to find the right price points and always start higher. It is easier to lower your price.
Does your newsletter offer help on how to clean your jewelry and to keep it looking its best? No one wants another email unless it offers useful help and tips. Don’t make it about you – make it educational about the craftsmanship and the benefit of wearing these special pieces. Find emotional stories to tell about your products.
Have you considered running ads on Facebook to people who have visited your website through retargeting messages? These can be little reminders that can create interest again in your wares. Retargeted ads are inexpensive and allow you to stay relevant. Only 2% of most visitors to websites fill out a form or will ever order. How can you remind the other 98%?
What story do you want your customers to tell their friends about your work? This is a critical question. Your brand is the story your customer tells their friend. Maybe you have a backstory that makes you very different and you have baked it into your brand. Use that to your advantage.
How have you made it easy for someone to share information about your products with their friends like offering a referral discount? I love it when a website makes it easy for me to buy and easy for me to share my great experience with my social media network. This isn’t an afterthought but needs careful consideration so the customer can easily share and help you market your products.
Marketing Consulting – Asking More Questions
My experience as a consultant is to ask lots of questions that lead clients to figure out the best path forward for them to achieve their goals. Questions are the best way to provide marketing advice because it helps clients come along the journey by them taking the initiative. Great marketing begins with a question.
Have I answered your question?
When I work with clients, my questions will help you determine how to improve your marketing. Questions help to set the path forward. Interested in talking? Text me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo courtesy of Jerry Simcoe – Unsplash
