How to sell jewelry online

Online jewelry sales are competitive, and it’s important to have strong strategies in place to help your business succeed. Building an engaging eCommerce site and creating a marketing strategy are key to connecting with online buyers. Maximizing the potential of social media can also help generate a level of visibility and brand loyalty that can help sustain your jewelry business long-term.

Let’s break down the basics for how to sell jewelry online, including social media tips that can help your business stand out.

Find your niche

Choosing a niche for your business is essential in a market as large as online jewelry sales. There’s a wide price range for jewelry, from precious to more affordable pieces, and customers generally know the ballpark of how much they’re willing to spend. To sell jewelry online, you need to identify your ideal customer and know how to differentiate your products. Are your products handmade? Do they have a design theme? Are they influenced by a particular culture?

Focusing on a specific corner of the jewelry market can help you determine the path forward for your business. Figure out your niche and how it relates to your brand story–that’s also crucial to your social media marketing.

Build your online store

An effective and engaging online store is key to driving sales and developing brand loyalty. If you’re building a new business website, follow this guide to help you with the basics of choosing a domain name, a provider, and a content management system.

Periodically reevaluating your existing online store can also help you optimize performance and eCommerce sales. Make sure your site structure is intuitive and easy to navigate and your product pages include clear images and detailed product descriptions. And, be sure to integrate a POS system capable of processing common payment types, like credit and debit cards, quickly and securely.

Improving SEO (search engine optimization) on your website can help draw traffic, by focusing on specific keywords that shoppers are searching for. If you sell jewelry online that features nameplates, for example, you might see better search results and more traffic for the keyword “best nameplate jewelry online” than “best jewelry online.” You can also follow this guide to reduce your bounce rate–how often visitors click away from your website without engaging

Develop a marketing plan

Successfully selling jewelry online requires a marketing plan that clearly showcases your products and reaches your target customers. Start by tracking analytics on your site to measure online engagement and effectiveness of your marketing strategy. Write down a mission statement that defines your brand and specifies your goals.

Identify your target market by building customer personas–fictional profiles of your ideal buyers. They can be especially useful when building social media campaigns to drive your online sales.

Maximize social media tools

Social media is one of the most powerful tools to sell jewelry online. Platforms that focus on engaging visuals, like Instagram and Pinterest, have long been integral to online marketing. Video platforms like TikTok and YouTube can also be big sales drivers with the right content strategy.

Here’s what you need to know about how to sell jewelry on social media.

1. Start a business account

Instagram allows you to create an Instagram Shopping account, with marketing tools like product tags and shoppable posts that connect directly to your online store. TikTok Shop also allows merchants to sell products directly on the platform through in-feed videos, TikTok LIVEs, and the product showcase tab.

2. Use a mix of organic and paid content

Consider using a combination of organic and paid content to sell jewelry online. Organic social media means unpaid content that you share with your account’s followers. Organic content is a good way to build community and brand awareness among your current shoppers.

Paid content is more like advertising, allowing you to target particular users and attract new customers with special promotions and more. Paid content could also include partnering with influencers, who share products with a personal recommendation to their audiences. Follow this guide to finding and engaging with influencers who can boost your business.

3. Choose the best platforms for your products

Based on your product niche and customer profiles, determine which platforms will allow you to reach your target audience. Hand-made pieces with DIY elements might pop on Pinterest, for example, while behind-the-scenes or how-to tutorials on jewelry-making would fit well on TikTok or YouTube. Follow this guide to creating effective social media content that’s tailored to each platform.

4. Build a library of content in advance

It’s important to stay active and post regularly on social media, so build a backlog of content that’s ready to share on a consistent schedule. Having a library of prepared content, in addition to special offers or event-based promotions, can make keeping up with social media less busy work.

5. Interact with your customers

Social media offers unique opportunities for customer engagement. Merchants may dread receiving or responding to negative feedback, but doing so means there’s a chance to turn the situation around. Replying to positive feedback, on the other hand, can help build loyalty and good word of mouth.

Clover makes online payments simple–for you and your customers. To learn more, check out Clover POS or talk to a Clover Business Consultant today.

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Topics: Ecommerce, Retail, Run your business, Strategy

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