Image by turtlemom4bacon via Flickr

You have heard about social media marketing, but have you heard of social shopping?  At Websites for Jewelers we have been discussing social media marketing for your jewelry website a lot over the last several weeks.  We have urged our readers and our clients to create profiles of their businesses in social networking websites like Facebook and LinkedIn, and have detailed the myriad reasons that social media marketing is crucial for your business, like in our article titled, “Social Media Marketing is a Must for Jewelry Websites.” Today, we are discussing a new marketing opportunity to come from the huge business of social networking: social shopping websites.

Unsure what social shopping websites are?   As defined by Wikipedia, “Social Shopping is a method of e-commerce where shoppers’ friends become involved in the shopping experience. Social shopping attempts use technology to mimic the social interactions found in physical malls and stores.”  Where people use Facebook to connect with the daily lives of their friends and LinkedIn to maintain business relationships, people use social shopping sites to scout out the latest styles, the best deals, and consumer reviews, and share this information with their friends.  Imagine a new group of websites that have the sole purpose of exposing products and exchanging information about them!  This is creating a HUGE opportunity for the marketing of your jewelry website.

There are several types of social shopping websites: group shopping site, social consumer review sites, social marketplaces, and shopping communities.

Group Shopping Sites:  These are sites that allow people to come together and purchase large quantities of an item in order to receive a bulk discount.  Some examples are: Groupon, Kactoos, and BuyWithMe.

Social Consumer Review Sites:  Some of the most popular sites on the Internet have been consumer review sites that allow people to find out about the performance of various products that they want to buy, the most traditional being Amazon.  There is a new breed popping up that adds a more social aspect to the communication and users can not only read posted reviews, but also engage with other shoppers.

Social Marketplaces:  Social marketplaces are much like the website Etsy, where sellers can come together in an online version of a farmers market or bazaar.  Some small jewelry companies have been able to create a following through sites like Etsy, but eventually find that they need their own e-commerce site to continue to grow.  Social marketplaces are great for those that sell as a hobby.

Shopping Communities:  Largely dominated by the fashion industry (AKA great for jewelry websites) these types of social shopping websites provide consumers with the ability to create shopping lists, exchange information about products, styles, discounts, and personal experiences. Rena Klingenberg of Home Jewelry Business Success Tips has an excellent article on social shopping websites and recommends the following sites for those in the jewelry business: Polyvore, StyleHive, StyleFeeder, ThisNext, and Wists.  Kaboodle is another shopping community that we love to recommend.  It was launched in 2006 and has over one million users to date.  Kaboodle allows users to create an online personal catalog of everything they want to buy on the Internet and share this information with friends.  Users can also create gift lists, write a blog, and ask other’s opinions about items they wish to buy.

How can you harness these social shopping websites for marketing your online jewelry business?  Look for more information in our next post titled, “Marketing your Jewelry Website with Social Shopping Websites.”

Related articles

• 7 Social Shopping Sites that worth your time (seoservicesgroup.com)
• The rise of social shopping in 2011: 7 examples of where it is going (rossdawsonblog.com)
• 10 Social Shopping Sites to Watch in 2011 Shopper’s Guide (apartmenttherapy.com)

If you read our recent article titled, “Mobile Website Creation Services: A Must for 2011,” then you understand why it is not only important, but necessary, to have a mobile browser version of your website in addition to your regular website. But what does a well designed mobile browser website look like for a jewelry company?

Almost all of the big name websites have created mobile versions of their sites over the last couple of years, making surfing their sites easier from a mobile device.  While the key to a well designed mobile website is simplicity, a lot of these businesses do not have the same needs as a jewelry retailer or manufacturer.  While other web design companies can design great mobile sites for Wal-Mart, Fox, or Facebook, they likely do not know enough about the jewelry business to adequately design a mobile site for someone selling luxury diamond jewelry or wedding rings.

The biggest concern that jewelry retailers have with selling online is that consumers cannot touch or try on their products (see this article on buying jewelry online: “The Future of Jewelry Shopping: Buying Diamond Jewelry Online).  While excellent high-resolution images and 3D tools have helped to alleviate this problem, the fact is that many Jewelers shy away from a mobile site because they are concerned that when their products are viewed on a smaller mobile screen like those on an iPhone or iPad, the quality of their images will suffer, and so will the presentation of their jewelry.  This can be the case if jewelers choose the wrong company to design their mobile site, but at Websites for Jewelers we understand the needs of the jewelry industry and have succeeded in designing some of the best mobile websites for the jewelry business.

Let’s take a look at two mobile websites that we have created: JB Star and Cora International (please note that the Cora mobile site is still in production).

First, take a look at the JB Star website as seen on an iPhone. Look at how simple the mobile site is to navigate. The home page features a different and unique piece of jewelry each and every time you visit the page. After you click the “Enter” button, you see the listing of jewelry categories. As most people visit the site to view JB Star’s jewelry, we wanted to make sure that visitors could quickly navigate to see these beautiful designs.

The most important pages are located at the top of the mobile screen with the product categories listed below.  Each link is large enough to access without having to enlarge the screen, and they are formatted to fit the mobile device they being viewed on.

The Jewelry Navigation Page as Seen on on iPhone.

The Main Navigation Window as Seen on an iPhone.

Next, compare the mobile web version of the display of this rare collectible ring with the standard website.  On the mobile web, a detailed image appears in the center of the screen with the ability to select other similar items below.  This differs from the original website which not only gives a detailed description of the ring, but also offers the viewer other options including the ability to print the page or send an email.  This information, while great for a standard website, would take up too much space for the screen on a mobile device.  JB Star had the best mobile website for the display of their luxury jewelry as the high resolution images take center stage, and non-pertinent information is hidden.

Page From Desktop Version of JB Star Website.

View of Same Page Above Redeisgned for the Mobile Website.

For another example of a well designed website for jewelry companies, take a look at the site we designed for Cora International (To view this demo site, on your mobile device, go to http://www.corainternational.com/mobile/) .  Their navigation page is simple to use and easy to read, but also displays more style than the average mobile website, even including images for the product categories.  Also, the concern jewelers have over a loss of image resolution is put to rest with the incredible quality of the photos that are shown, as seen here in this screen shot of a luxury diamond ring.

Ready to have the best mobile website designed for your online jewelry store?  Contact Websites for Jewelers today for more information.

Related articles

• Why Do I Need a Mobile Website? (myventurepad.com)
• What Exactly is Mobile Marketing? (customerthink.com)
• Mobile Websites: How to Design Good Ones (plentyonyourplate.com)

Has your website support team been hounding you to get active on the social networking sites like Facebook and Twitter?  ‘Social Media Marketing’ is a huge buzz phrase in the world of Internet marketing, and it is not going away any time soon.  While you have certainly heard the phrase, you may be unclear about what Social Media actually is and how it can help you promote your jewelry website? First, a social networking site, as defined by Wikipedia is: “an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities.”  Social media marketing is when businesses use these social networking sites to increase their bottom line, and this can be a very effective way for jewelry websites to market themselves.

First lets start with a few statistics on this thing we call Social Networking sourced through Web Strategist:

-       75% of all the people on the Internet use social networking sites, which have increased 24% over the last year.

-       This past July Facebook reached 500 million users

-       People Tweet 600 times per second, reaching about 50 million Tweets per day

-       Facebook was the most visited site in 2010, surpassing Google.

-       A report from Airwide Solutions predicts that Social Networking will be a more popular method of communication than phone calls or text messages by 2015.

-       Social networking sites account for half of all the mobile Internet usage.

-       75% of business owners plan to make social networking a big part of their marketing strategy in 2011.

Image via Wikipedia

When marketing your jewelry website, you want to reach as many people as possible in the shortest length of time.  As you can see by these stats, social networking websites have become the fastest way to reach the most internet users, making this an excellent avenue for Internet marketing.  Not only are Facebook, MySpace and other social networking sites excellent places to reach potential customers, theses sites are also excellent places to find paying customers.  Research has shown that hits to web sites via Facebook are actually more likely to turn into a sale.  Experts predict this is due largely to the fact that Facebook users are more engaged and the information they find while on a social networking site is more relevant to their wants and needs.  Because social networking sites have become experts at customizing information for each user, a client arriving to your jewelry website via a social networking site typically has more interest than one that may arrive via a search engine.

If you have not considered developing a Facebook page, participating in social bookmarking through Del.icio.us, engaging in the professional community of LinkedIn, or creating your own business reference page at Wikipedia, then make these goals for 2011.  If you have serious doubts about your technical skills or time in terms of social media marketing, contact Websites for Jewelers to handle the load for you.  We offer several levels of Internet marketing services and can customize a plan for your business’s unique needs.

Related articles

• Who Likes What: Social Media By Demographic (kissmetrics.com)
• Proof That Social Media Marketing Actually Works (businessinsider.com)
• The Opportunites Offered By Social Networking Sites To Businesses (ronmedlin.com)
• State of the Web 2010: E-Commerce Rebounds, Facebook Rises, Online Video Booms (gigaom.com)
• Marketing Strategies for Online Business (thinkup.waldenu.edu)
• E-Mail Usage Plummets as Teens Turn to Mobile, Social Networking (clickz.com)

Jewelers often focus on their product images for online jewelry sales.  While this is certainly important, many e-retailers don’t realize that this is only half of the presentation.  As we discussed in our previous article titled, “The Importance of Product Descriptions in Jewelry Websites” written product descriptions are just as important as beautiful product images.  The article goes on further to explain that there are two big reasons written product descriptions are important to your jewelry website.  First, they afford an opportunity to communicate the value of your product, and second, when incorporated with SEO they will increase your rankings in the Search Engines.

So based on the understanding that effective product descriptions are crucial for successful online jewelry sales, what actually goes into creating one?  There are several different elements to consider when writing a product description:

First, think about whom is going to buy your jewelry.  What is your customer demographic?   What is your client in need of, what are their desires, and what are their interests?  Understand who your target audience is so you can focus your messages directly at them.

Next, create a catchy title for your product that will draw a shopper in for a closer look, but also incorporates the key words or phrases for the product.  If you are trying to sell a one of a kind pearl ring that you call “The Oyster,” title it “Unique Pearl Ring: The Oyster,” so shoppers will find your site when they are using the search engines and seeking generalized terms.

Also, while you must incorporate the basic facts about the jewelry you are trying to sell, these are best left as bulleted points below your written description.  The body of your description should focus on the benefits of the product, how the product differs from others like it, and why your customer needs this product.  This is where you use your writing and sales skills to paint a verbal image of what life would be like when owning this product, incorporating the key search terms along the way.

What exactly does one of these good written descriptions look like?  This is a great example from a website that sells wedding rings.  First, the title is a perfect basic description of what the product is: Hand Engraved Wedding Ring. The description not only glorifies the beauty of the ring using deeply descriptive words, but also describes who the perfect owner would be:

Crafted of precious 14k yellow gold, this elegant hand engraved wedding band makes use of the contrast between polished and textured gold to create a unique classically inspired pattern. Hand engraved design frames gleaming polished 14k yellow gold offering a stunning gold wedding band that will be cherished for generations. Perfect for both men and women, this wide, bold hand engraved wedding band takes an elegant twist on tradition.

Are you ready to buy this product?  I am!

Detailed descriptions like this can take time.  Do you lack the time that well written product descriptions take?  Are you worried that you lack the ability to write good copy or understand how to incorporate SEO? At Websites for jewelers we offer copywriting services to our clients through our team of experienced writers that can not only grab the attention of your customers and effectively close the sale, but also take search engine optimization into consideration, giving you copy that is effective on multiple levels. Contact Websites for Jewelers for a review of your website and to find out how we can help you increase your online jewelry sales.

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Do you have effective product descriptions on your jewelry website? Jewelry companies often overlook the importance of product descriptions and focus entirely on the product images.  Unfortunately, writing copy takes time, and so many jewelry websites skip this step and settle for images with very basic product information.  Some only include the product title and price! Not only are these retailers missing out on a great opportunity to close a sale, but they are also damaging their search engine rankings.

There are two big reasons that written product descriptions are important to your jewelry website:

1.    They afford an opportunity to communicate the value of your product

2.    When incorporated with SEO they will increase your rankings in the Search Engines

High quality images are certainly crucial when it comes to selling jewelry online, but it doesn’t just stop there.  A customer may become enamored by your images, but they will then look to your product description for further information.  Here you tell them not only the basic facts such as size, materials, and perhaps cost; but also why they NEED this product, what benefits this product offers, and how buying it will improve their lives.  Without your written words detailing all the great things that come with buying your jewelry, you are leaving it up to your customer to decide all on their own, and truly missing a valuable marketing opportunity.

Believe it or not, but copy is one of the most important things in search engine optimization.  Headlines, or product titles, are important in terms of search engine rankings, and should also be carefully considered, but you need more than just bold titles.  Your copy is the most valuable asset your website offers in terms of getting the Google spider attention.  In your product descriptions you not only have the opportunity to sell, sell, and sell some more, but you can also strategically place keywords and phrases that will help your customers find you when searching for the perfect “diamond engagement ring,” or stunning “platinum diamond earrings.”  With keywords inserted in the right places, you are increasing the chance that shoppers will find your jewelry website.

Perhaps you are convinced that well written product descriptions are essential for your jewelry website, but who has the time to write all this copy and run a business? Professional writers are experienced in creating messages that get to the core of your client’s buying motivations.  At Websites for jewelers we offer copywriting services to our clients through our team of experienced writers that can not only grab the attention of your customers and effectively close the sale, but also take search engine optimization into consideration, giving you copy that is effective on multiple levels.

For those of you that want to attempt to write the copy on your own, stay tuned for the next article that gives tips on optimizing product descriptions.

Related articles

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Websites for Jewelers is regularly advocating the optimization of jewelry websites because we believe that in order to successfully complete in today’s marketplace, every retailer must have a respectable web presence.  This notion is proven further with big box retailer JC Penny’s recent decision.

The national retailer is scaling back its brick and mortar retail business, and their catalogue business, in an effort to focus more of their company resources on selling their products online.  Earlier this week the Texas-based retailer announced that it would be shutting the doors of six locations they feel are underperforming.  These locations include: Duluth, GA, Morrow GA, Des Moines, IO, High Point, NC, Culpepper, VA, and West Dundee, IL.  In addition, JC Penny will also close all of the 19 outlet stores by the end of 2012, several furniture outlets, and the call centers located in Grand Rapids, MI and Albuquerque, NM.  While this has sadly left many Americans without a job, JC Penny is making a bold move to secure the company’s financial future.

“As we continue to position our company for the future, we determined that these steps are necessary to capitalize on the growth opportunities we see ahead while we ensure we are managing costs appropriately and continually enhancing the profitability of our operations,” said J.C. Penney Chairman and Chief Executive Officer Myron E. Ullman III.

JC Penny is No. 16 in the Internet Retailer Top 500 Guide, and as they look to the future, taking bold steps to make sure that they are a part of the new e-commerce and m-commerce market, retailers should look to them as inspiration for the direction of their own businesses.

We can’t ignore the direction retail is heading, websites for jewelers and other retailers are the way of the future.  Here are some staggering statistics from PRNewsweb:

Social Networks Continue to Grow

Across the board, social networking applications continue to grow. Leading the pack are Facebook applications (up 364% to 11,585 projects), followed by Twitter (up 85% to 3,066), YouTube (up 276% to 2,836), and build-your-own social network platform SocialEngine (up 279% to 1,224 projects). Social Networking as a category itself was up 75% to 8,572 projects. MySpace trailed the pack but was still up 59% to 1,144 projects.

Sell, Sell, Sell

Selling on the Internet is alive and well. eBay projects were up a massive 791% to 3,983 in 2010. Shopping carts were strong with Magento taking the lead as the most popular shopping cart (up 182% to 3,679 projects), osCommerce was up 312% to 3,473, and Zen Cart up 377% to 1,444 projects. eCommerce projects were up 169% to 8,618.

JC Penny has already become one of the first retailers to open an e-commerce store on the social media site, Facebook, and has continuing plans to use these types of outlets to market their company.  With the estimated first year of savings to be upwards of $30 million dollars, they will certainly have a wealth of capital to invest in online marketing, and it will be interesting to see other moves they make in terms of Internet marketing.

JC Penny is not a lone wolf.  There is a massive number of retailers making the move to e-commerce, so it is no longer enough to merely have a website; it must also be marketed.  This is where Websites for Jewelers comes in.  After we design a website for our clients, we also work to secure ranking in the search engines.  Like JC Penny, we harness social media sites like Facebook, engage your niche community via forums and blogs, write keyword focused articles for your site, and engage in other respectable SEO (search engine optimization) practices.

Related articles

• Emerging Tech: Social Commerce Fills the Shopping Cart (pcworld.com)
• The Rise of Facebook Commerce (penn-olson.com)

source: National Jeweler