The jewelry business is profitable, but only if you know how to market it right. It all depends if your marketing mix is suitable for your target audience. In this blog, you’ll learn the best strategies to promote your new jewelry store.
If you’re a relative newcomer in the jewelry industry, it’s challenging to cut through the noise and make a name for your store, given the cutthroat competition. How exactly do you compete with the big sharks? For that, you need to have an out-of-the-box yet tried-and-tested marketing strategy. Here are the top strategies from the pros that will help you establish your brand in the jewelry industry.
Build A Conversion-Focused Website
Having a website is the first step to expanding your digital footprint. Most marketing is digital these days, so a website is a must-have. However, only a conversion-focused website can ramp up your sales — so how do you build one? Use the following 3-step strategy:
- Structure And Design — Your website is the first impression you give to someone. Therefore, it should reflect your brand identity. Use colors that gel with your company logo. Next, decide how many pages the website will have and what kind of content each page will contain. Avoid over-selling yourself, but rather use logos to explain what makes you stand out from other jewelry stores.
- Optimize Your Website — Sites that take more than 2 to 3 seconds to load give a terrible impression to visitors. Most people will close a site that takes too long to open. Ensure your website is lightweight and optimized so that it’s responsive and user-friendly. Don’t forget to also optimize for phones because most people access websites through their phones.
- Include CTA Buttons — A website without CTA buttons is a dead website. A call to action tells visitors what to do. For instance, if you’re running a 15% discount on some gold items, the CTA button would look like “Get your favorite gold necklace at 15% off!” with a hyperlink to the discount page.
Email Marketing Is Good For Market Penetration
Most people assume email marketing has gotten obsolete, but that couldn’t be further from the truth. However, it’s definitely hard to pull off because you have one shot at convincing the reader to open your email, let alone buy from your jewelry store. The trick to a successful email is to target customer pain points to catch their attention and structure the email. Use pre-built email templates so that you don’t have to craft them from scratch.
Your subject line is the hook and needs to be catchy and relevant. Crafting the perfect subject line can take hours, so don’t rush it and let the creative process do the work. Lastly, don’t forget the 80-20 rule — 80% of your email should be informative and educational, while only 20% of it should be explicit marketing. For instance, if you want to promote a new product, use an online graphic design tool like PosterMyWall, choose a coming soon email template, craft the perfect poster, and embed it in your emails.
Have A Website Blog
A website blog is one of the best ways to increase your jewelry store’s website traffic. It helps build a connection between your brand and the audience. A blog is where you post articles regularly that add value to your potential customers. Remember, the content should be relevant and educational for your readers.
Building a successful blog takes time, so we recommend posting at least 4 to 5 articles a week. Make a content calendar to schedule articles ahead of time. Whatever your schedule is, stick to it and remain consistent. People always prefer consistency, and it adds an element of trust psychologically.
Take Advantage Of Social Media
Social media is the place to be for a new jewelry store because everyone is on there. However, it’s important to consider which platforms to join. We recommend Facebook and Instagram because they have the highest number of daily users. On Facebook, you can post on various groups and pages about your jewelry store and offers. On Instagram, you’ll have to be more visual.
Like a website blog, getting followers on your social media platforms takes time and effort. Keep posting valuable content consistently so that the audience remains engaged — that’s the key aspect to running a successful social media marketing campaign. Once you have a considerable following, you can run paid ads to accelerate your viewership and sales.
Pair Up With An Influencer
A new jewelry store could greatly benefit by joining hands with a social media influencer. Influencers have a loyal following of dozens of thousands of people who look up to them as an expert in their field. Anything an influencer recommends, the followers follow without question. Therefore, if they recommend a jewelry set for a wedding, people are more likely to trust an influencer’s word over your marketing flyers.
However, it’s not exactly a walk in the park. You have to choose the right influencer for your store — someone who is genuinely enthusiastic about your products and would gladly bless you with a shoutout on their social media channels. Also, ensure the influencer you pair up with is involved in the jewelry industry.
A Final Piece Of Advice
While the above strategies work like a charm for new jewelry stores, you must tailor each to your specific needs and audience. Therefore, don’t be afraid to experiment and do A/B testing to determine the best strategies for promoting your jewelry store.
A large part of marketing your jewelry store is how expansive your digital footprint is. SEO (search engine optimization) plays a crucial role in that. SEO is a set of best practices that increase your website’s ranking on Google. The higher you rank, the more traffic you’ll get, and your chances of making sales will improve. Consider hiring an SEO specialist so that your website and social media pages rank top on Google’s SERPs.