Online Sales: The Easy Way vs. The Hard Way
Stop making your marketing harder than it needs to be.
Over the years, I’ve seen sooo many jewelry designers way overcomplicate their small business marketing strategy.
They dump money into ads, create complex marketing funnels, and wonder why they’re not seeing a return on investment.
Sure, that can be effective when you do it right. But most independent designers don’t realistically have the budget to make it work. They’re making online sales the hard way.
Let’s talk about how to make online sales the easy way.
This has been on my mind recently because we just wrapped up our Ramp Up Your Holiday Sales Workshop here at Flourish & Thrive Academy. (If you missed it, you can catch the replay here!)
My mission throughout the workshop was to really help people make the most of their limited time to scale their online sales.
Here are some of the strategies I shared…
Don’t Overcomplicate Your Small Business Marketing Strategy
You might look at big jewelry companies and think, “Oh gosh, how can I compete with this?”
The answer is: you don’t.
People shop small businesses because they want the small business experience.
If you try to emulate brands with huge marketing teams and ad budgets, you’re just going to stress yourself out.
Instead, lean into the advantages of being a small, independent brand by forming strong customer relationships.
Become the Person Who Delivers the Best Service
It’s 10x more expensive to sell to a new customer than it is to sell to someone who’s bought from you before.
So the key to making online sales easy for a small business is to ask, “How can I deliver excellent service to my customers?”
My advice to you is to think from a human perspective when you’re interacting with your customers online.
Who is on the other side of the conversation? If they were in front of you right now, what would you say?
Selling online isn’t that different from selling in person. Just focus on translating that face-to-face connection to the online world.
The Quick Marketing Challenge that Made 36K in 48 Hours
There's a clothing store in New York City that I used to shop at all the time.
One day, I got a text from one of the salespeople I had worked with. She said, “Hey Tracy, I’m just checking in. How do you like that leather jacket you bought?” I was so stoked that she remembered.
Then she followed up with, “We just got some new pieces in and I think you’ll love them. Here are some pictures. If you can’t make it to the store, we can send them to you so you can try them on.”
Of course it worked on me. I ended up buying four or five pieces and became obsessed with that store.
So here’s my challenge to you:
- Find the contact info for a recent customer you haven’t followed up with yet.
- Send them a message. Something along the lines of, “Hey! I’m just checking in to see how you're enjoying the piece you bought last week.”
- If they respond positively, follow up with something like, “I have these new earrings that would work great with that piece, and I just wanted to share them with you because I only have one pair left. If you’re interested, awesome! If not, no problem. I’ll send them along to another customer.” And be sure to include a link and photo.
- Obviously, you’ll want to adjust the wording to fit your customer/products.
We did this challenge in one of our recent group events. Within 48 hours, our group made over $36K in sales! It was game changing.
If you accept the challenge, shoot me a DM on Instagram and let me know how it goes! I love celebrating with designers in our community.
And listen to the full episode above for more quick tips on how to make online sales the easy way.
Ciao for now!
Apply for the TYC Holiday Sales Accelerator!
Watch the Ramp Up Your Holiday Sales Replay
More Resources for Jewelry Designers