Lately I have been making modifications to Ginger Blossom Jewelry’s digital presence. What is a digital presence, you ask? It is the digital footprint of all your online activities across the web, mobile, social media, and even large screen. It includes your advertising and marketing, and e-commerce if you have one. So in my case I have been making changes to a bunch of the different digital platforms in my digital space:
Web: I just changed my website from being hosted on SquareSpace. I already own my domain and so all I had to do was to move the dns backend to my new site that is being hosted on Etsy. Why did I change? Well, the SquareSpace service was fine and not super expensive ($15 bucks a month) and if you run your e-commerce through the site, it would work for you just fine. Since I don’t do that, the SquareSpace site was clumsy and cumbersome. I had to ensure that when I made an update to my Etsy store, then I had to duplicate the changes on the website. When I would have a new listing, I would also have to update it on both places. The site looked fine, but it was just a pain in the neck to update. When Etsy launched its Pattern app, that is when I made the switch. The cost was the same as the previous platform, but now, I only have one place to make the updates since they both are connected. Makes my life so much easier and also contributes to an overall cohesive digital presence.
Now don’t get me wrong the SquareSpace site was relatively easy to build, if you have knowledge of how to do it. Since I worked in Digital Marketing / Web team for 3.5 years I have some intermediate experience in this world. The conversion to pattern was super easy, basically I only had to connect the backend. I do have to say that I love love love the template that I am using in Etsy as it makes the site super clean, with one downfall, sometimes there are missing images at the bottom of the page due to the order of the pictures, so it looks funny. I have not been able to figure out how to fix this yet. Here are images of the before and after on my website:
Photography: I have been playing around with new / different ideas for more fun scenes for my background images of my jewelry. I like that I have a “standard” image process for my store but for stuff like social media I have been playing with different scene layouts and subtle changes to my uniform photo. I am not real sure that I will implement all the updated images on my website, since I do like the consistent look and feel of the current site.
The challenge is that I don’t want to dominate or distract from my jewelry with items that could take away the beauty from my individual pieces, but at the same time, I want my photos to be unique. So it is a slippery slope.
Ads: Creating coupons and digital ads are a little different than taking photos of the items you have for sale. These images are being created for coupons and digital ads that can be posted on social media or on websites. Thinking about these for a minute, you want to elicit an emotion from an individual in about four (4) seconds so they click on the image to get more information and potentially have that turn into a sale. Most people have such a short attention span that you have to literally grab them instantly. If you don’t take that into consideration, you are not going to have any sales, which, lets be honest, it would suck! Here are a few of the ones I created for Mother’s Day:
Social Media: I also have setup a few more profiles on social and have been posting more frequently. I now have a new Flickr account and have written two recent blog posts (including this one). My profile is set up already on Instagram, Twitter, Facebook, Tumblr and Pinterest. In the last week, I have increased my Twitter followers by over 50% (so thanks so much for the follows and retweets!) and additionally on Instagram, I have added about 75 followers. The thing that I am not totally sure of is what is the standard amount of Tweets or Instagram posts a day? I am hoping I am not posting too much or too little! 🙂
Reference information / libraries: One of the great things about selling on Etsy is the amount of support you receive on the forums when you are not sure what is holding back your sales or you have a question about something that you are not sure how to do. They not only have a ton of reference materials, but they have articles and tutorials on the site for the shop owners free of charge, which is really helpful.
The one thing that eludes me is finding information on photography that depicts your items in a good way on your digital profile, because everything is left to the consumer as far as a matter of taste or preference. I find that since there are so many different personalities that it is hard to find that one thing that is going to filter people to your store.
I love that in the new digital world that has the wonderful thing called the internet, is that you are able to virtually find anything you are looking for. Designers and people in the marketing field have great ideas floating around out there and I have found some helpful sites that you can get all kinds of imagery and templates for exactly this. Creative Market & Design Cuts both have bundles that include all kinds of templates and images on different platforms that you can download easily. The nice thing about both sites is they both have free product downloads, credit packages and just straight out purchases. Creative Market does offer coupon codes but it is really confusing on how to apply them to the cost of your items, since this e-commerce website does not have a typical shopping cart. With a little poking around on their site, I did find out how to use them but it does not apply to the “big bundle or credit programs”, which is a total bummer. (I am in no way affiliated with either of the sites mentioned above–Creative Market & Design Cuts).
I hope that this blog helps you out and makes more sense of the things that are either helping or hurting your sales. I am totally open to suggestions on topics for future blogs or your feedback on anything in my digital presence. I look forward to your feedback!