Here’s an interesting case study in online marketing. It’s a specialty hand made jewelry site that can’t seem to make pay per click marketing work.
They offer some good suggestions in my opinion.
Here are some things I would suggest.
Building on the advice to “tell your story” I’d add some other things.
1) Create a site that incorporates a blog or other RSS transmittal like Site Build It
2) Build a series of Squidoo.com lenses that incorporate the RSS feed from this feed. You can highlight particular categories of jewelry, you can write about “how to make hand made jewelry”. Squidoo can get a site visitors for something like this and build credibility. (Keep your best stuff on your main site and get traffic by saying “for more on this visit…” after giving readers a taste.)
3) Every time you add a page, use StumbleUpon.com to get eyeballs on your new page. I have in some instances gotten more adsense clicks from Squidoo visitors than some other types of sites. You’ll just have to test it. Better to get part of the value of an Adsense click from Squidoo than none on your site. Stumbleupon can keep bringing new visitors days after you submit it, especially something that is potentially “cool” like hand made jewelry.
4) Of course, try to sell related affiliate products like information how to make hand made jewelry.
5) It’d be cool to get on QVC but unless you have the capacity to really supply that, it’s like landing a contract with Wal Mart and having it put you out of business!
6) The key is getting a community built around your website. Maybe they could do that by selling their own information product about making jewelry to sell along with “do it yourself kits” and having a forum where people can discuss their designs?
(Sell the finished pieces to those who find out how hard this is or that they don’t have time to make all they want!)
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