You may hoard a collection of gothic finger armor, or prize a jewelry drawer full of vintage cocktail rings; fashion is your mistress and you've carved out your own unique personal style. If you've ever thought of taking your show on the virtual road via an online store, 3dcart is here to teach you the basics of selling rings online. We've been helping our customers create e-tailing solutions in all kinds of specialty markets for fifteen years.
Running with the herd is not always a great idea; be unique, and the links will come.
1. Why Rings?
Let's cut right to the heart of the matter. You could sell any kind of fashion accessory online, so why sell rings? We hope it's because you love them so much you can't help but spread the joy. If it's not, you may ask yourself what you really want to do with your e-store. Everyone is trying to market goods online these days. To stand out in a crowd of millions you need to be different, to be diamond-brilliant, offering either new products or new ways of thinking about them.
So we'll go with the premise that you just adore all things ring, and can answer why you love them above all other jewelry choices. What kind of rings might you specialize in? Are you after the hard-to-find vintage pieces, scouring flea markets and estate sales for momento moris and rosary rings, or is your mission to put a ring on every woman's finger, regardless of cost? You can see how vastly different those two online stores would be, yes? Knowing what you want to sell, and to whom, are the greatest hurdles to jump in defining your brand.
2. But if Everyone's Doing It - Standing Out In An eCommerce World.
"Everyone" may be selling online, but in reality that's opportunity knocking. It means there's a vast, untapped market of customers awaiting your unique products. Choosing what e-commerce software platform to use can be the difference between life and death for a new entrepreneur. It's easy to talk yourself out of the enterprise before you've even started when you don't understand the rules of the game. You need a partner with a rulebook full of online marketing experience and the know-how to help you use it. Your software partner needs to have user-friendly templates of all types, and the ability to customize them to your store's design. They need to understand the importance of graphics, of cross-referencing, and of keeping your customers happy while keeping your costs low. Make sure their graphical interface and tech support is state-of-the-art. You can't sell fashion that can't be seen!
To that end, where you're getting your inventory, and how matters - a lot. Are you creating your own one-of-a-kind art rings, or is your plan to stock up wholesale on the next big trend in fashion rings? Either way, you need a solidly planned inventory supply-chain and a foolproof wholesale order replenishment system. Being able to fill orders quickly and correctly does more for customer satisfaction than all the hoopla in the world.
3. What is SEO, anyway?
Search Engine Optimization is a buzz-word thrown around a lot these days. To the uneducated, it means throwing a bunch of keywords onto a page to trick Google's algorithm into driving up your SERP (Search Engine Results Page) ranking. The goal is to have your page links appear as close to the top as possible. The folks attempting to e-market through giant index pages are only fooling themselves. Such "black hat" SEO tactics trigger Google's Panda and Penguin algorithms, and can result in dire consequences for unsuspecting small business owners. Instead look to marketing tools like in-house blogs (red-carpet style), applicable press releases (carrying a new line recently seen on Milan catwalks), and a fully cross-referenced site (users can shop cocktail rings, and find expandable banded ones, or expandable rings and find your cocktail collection) to drive up customer engagement. Organic audience building is the name of the game in SEO.
4. Keep ‘em Coming, and Going, and Coming Back Again!
When your e-store is firing on all cylinders, your customers are your best ambassadors, and free marketing, but you have to know how to exploit the explosion of social media to generate hits. It is in this facet of the marketing chain that you can really stand out. Twitter users love quick online contests ("RT with your favorite vintage ring! Winner announced in an hour!"). Creating a Pinterest board of the ring photos from the contest and inviting all the participants to check it out by tweeting and posting the link on Facebook, allows you to engage directly with your potential customers and in such a way that you're building a community of like-minded ring fanciers who will all feel they're part of your exclusive club.