In today’s world, Digital marketing is no longer an option. It’s now a must-do, especially for gold and diamond jewelers.
Digital marketing really encompasses a lot of things, but we aren’t suggesting that you tackle all of them together. In fact, if you’re going to execute a strategy without enlisting jewelers marketing services from an experienced firm, we’d recommend you just do one at a time.
Here are some Internet marketing tips you can try out to promote your jewelry business online, attract more customers to your storefront or website, and grow your revenue exponentially—all using methods that have a proven ROI.
If you don’t have an up-to-date and user-friendly website, start there! Your website speaks something about you. In fact, it says a lot of things about you, and people will judge your shop and your jewelry by the impact you make online.
Also, make sure that your website has visible contact information, hours, and your location on every page. If it doesn’t, those looking to get in touch with you might get frustrated and bounce out right away. You should also consider adding a contact form so those wanting to ask you a question can do so quickly, without having to open their email client or pick up the phone.
Once you have a great website that is up-to-date and user friendly, you should work on search engine optimization, or SEO. Optimizing your website means tweaking and editing certain aspects of your website so search engines understand what your site is about, and rank it higher.
If your site isn’t optimized for searches, you’re definitely missing out on potential traffic which means you’re giving up sales to your competitors. You can learn how to start optimizing your website for search by reading our SEO Packages.
While you might be tempted and lots of people might tell you it’s fine—do NOT purchase an email list! Purchasing a list might seem like a quick and easy solution but it’s a huge waste of money and a headache of legal issues. When you purchase a list, the people you are emailing didn’t ask for your email, so they will most likely mark it spam and/or delete it, and all the hard work you put in to crafting the perfect newsletter to market your jewelry is wasted.
Instead, have a newsletter signup sheet in the jewelry shop and on your website. Explain to people what they can expect to receive from you and how often. It may take a little longer to build a nice size list this way, but you’ll notice your open rates and engagement are much higher and you’ll save money!
What should you send in your emails? Great question! You can include special offers, sales, related topics (like clothing or accessories that match certain jewelry), fun features like a “jewel of the month,” customer photos, and so on. Don’t be afraid to experiment and have fun!
A blog is a great supplementary marketing strategy for a jeweler’s website. Blog posts give you an opportunity to drive more traffic to your website. A regularly updated blog sends a good signal to Google and other search engines. Search engines like to see your website is being updated—although that’s not going to be a problem for you, since you’ll be updating your website as you get new pieces of jewelry in, right?
Another reason a blog is a great idea is because it gives you a great platform to establish yourself as expert on jewelry and highlight all your unique selling propositions. With a topic like jewelry, all you have to do is keep the blog fun, engaging, creative, and informative and you’ll have people coming back over and over again!
If you’re interested in learning more about how to drive more traffic to your website with blog posts and content, you can read about content marketing for your jewelry business on this page.
Social media is also a good channel of digital marketing for jewelers. Being active on social media allows you to increase your brand exposure. Take advantage of social media platforms like Facebook, Twitter, Pinterest, and Instagram to promote, educate, and engage your followers.
One of the most important things to keep in mind when doing social media is to monitor the accounts frequently. If you have an account, you’ll need to do more than just post things. You’ll want to reply to other users when they engage with your posts, even if it’s a simple “thank you.” Also, try to share content from others—no one likes it when all you do is talk about yourself!
Pay-per-click advertising, also known as PPC, is a great form of advertising. Unlike traditional advertising, with PPC you can really target who, where, and when your ads are shown.
PPC gives you control over an advertising campaign that isn’t available in print media. PPC ads are shown beside Google search results, and you only pay for clicks—not impressions. By using these ads, you’ll be able to gauge the success of various aspects of your campaign thanks to the data you’re able to collect and analyze.
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CEO, Korooti International
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