Monday, March 8, 2010
Rose of Sharon Jewelry says, "Where are the sales?"
Rose of Sharon Jewelry wrote an article on her blog that got me thinking. "Where are the sales?"
What a good question? One I think all jewelry makers working to create an online presence have struggled with. We've been told by all the experts that we must Twitter, Plurk, Facebook, Fan Page and Flickr to be successful. I know I get lost online searching, following, writing and drooling. I love to spend my off hours, and truthfully, some of my working hours surfing, reading email, tutorials, shopping for more supplies and generally keeping all my Social Marketing Venues active and up to date. How much time do we devote to craft and how much to the necessary evil of marketing. I'm on the computer way too much but have generated a fair amount of business with my online time. I figured out early that jewelry sales online are tough and switched to supplies, a much easier marketing job as I'm targeting the people who I like to follow any way. I keep most of my jewelry for in person sales through shows.
I keep reading that you need to be online about 2 years before you will make an impression with a web site. You must brand yourself and become a recognizable member of the online community. It's a case of building a following that keeps returning and generating enough interest that your web ID goes up so you show up higher in the search rankings. But the market is so saturated with jewelers that getting noticed is almost impossible. And, to make it worse, everyone is doing the same things so you are competing in a saturated market, doing the same things everyone else is doing. From a marketing standpoint, that is a disastrous position.
Almost 30 years ago I attended a sales seminar and I wish I could remember the speakers name because he made a serious impression on me. He said, "Figure out what everyone else is doing and do the opposite or at least something different." The seminar was for Real Estate sales and I used that theory the entire time I was selling real estate to great effect. I think we need to do the same with jewelry. But what could we do differently and still make use of the tools like Twitter and Facebook?
I don't have the answers to that question yet so I'll keep on plugging away, featuring sellers, trying to find interesting information to post, making sure you know where to buy the best copper wire (shameless plug) and generally trying to support other artists in their quest for online nirvana, a jewelry sale.
Got an idea how we can do it differently? Post it here. I'd love to see your ideas.
Stop by Rose of Sharon Blog and her Etsy Shop or her Artfire Shop for a real treat.
Copper Wire, Beads and Findings http://www.abeadedaffair.com
Best Copper Jewelery Group on the net http://copperwirejewelers.ning.com