WITH THE HOLIDAYS rapidly approaching, now is the time to make sure your jewelry business is ready to take advantage of the gift-buying season. You want to be prepared to attract customers who are looking to get engaged or who want to find that exceptional piece of jewelry for their loved ones. To make sure your store stands out from the competition, it’s critical that you review your strategy before the holidays hit.
Here are 7 ways you can maximize your digital marketing efforts and capture new customers:
1. Polish your website.
Because most shoppers (especially those aged under 35) start their shopping online, your website becomes the first impression they have of you. Without ever stepping into your store, they’ve already made a decision about your jewelry business. Does your website look credible and professional? Do you have a wide and varied selection of product? Are your price points affordable? Do you have high-quality images and videos? Is your site easy to navigate to find what they’re looking for? Are your contact details posted prominently if they need help? These are all questions in the minds of visitors.
To succeed, you need to think like your jewelry customer. Get feedback and ask someone who’s never been on your site before. A fresh pair of eyes can prove invaluable! You may have missed something that’s blatantly “obvious”.
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2. Use customer reviews to establish trust.
In today’s digital age, social-proof is a powerful way to make sales. People want to know what other people think, especially before making a large purchase such as an engagement ring. Positive feedback significantly influences potential buyers. Actively encouraging your satisfied customers to leave reviews and testimonials, and prominently displaying them on your website, boosts your credibility and trust. Social proof becomes a deciding factor.
And, don’t be afraid when you get a “negative review”. Customers understand that not every experience goes as planned. It’s how you respond to the situation and what you do to “make it right” which people will notice. Some things are simply out of your control. When you aren’t afraid of feedback, be it positive or negative, you build trust and confidence.
3. Leverage local SEO.
Another essential digital marketing strategy is to use local SEO (search engine optimization) which is making sure that whenever anyone does a search in your area for a jewelry store, you come up on the first page of Google’s search results. You’ll want to not only optimize your website product descriptions, page titles and metatags, but also your Google My Business page which is your store’s profile box that comes up in local search results.
By doing this, your jewelry business can rank both in the natural organic Google results for search keywords but also be prominently featured in the call-out box to the right of the results. This ensures customers can easily find your physical location, contact details, and operating hours. Regularly updating this information, especially during the holiday season, can ensure you remain easily accessible to your local audience.
4. Create captivating content.
Content creation is really the heart and soul of digital marketing. It’s everything that you put forward to your audience. Not just marketing campaigns, content creation also includes your social media posts on Instagram and Facebook, videos on Youtube and TikTok, and even educational jewelry articles on your blog.
Regular posts showcasing new arrivals, behind-the-scenes glimpses into your jewelry store, or even hosting live-streams where you engage with your audience fosters a sense of community. It’s all content that establishes your jewelry store’s brand as an authority in your area. When everyone else is just pushing to make a sale, you’re educating your customer to create a life-long relationship. It’s how you set yourself apart from every other jewelry store out there who you’re competing with.
5. Engage your email marketing.
Because it seems simple, email marketing is often over-looked but remains a potent tool to drive sales. Instead of just sending out a generic email to your full list, segment it into groups for personalized communication. You’ll get better results with better messaging.
For example, a customer who recently purchased an engagement ring might appreciate a follow-up email with recommendations for the matching wedding band. Or someone who just purchased a necklace might be interested in a matching pair of earrings.
You can choose to segment your audience by jewelry style, amount of purchase, male or female, and other areas. It’s up to you. While regular newsletters can keep your audience informed about upcoming sales, new collections, or in-store events, it’s personalized one-to-one emails which keep people on your list longer and engaged with your brand.
6. Scale-up your paid campaigns.
Paid advertising, including Pay-Per-Click (PPC) campaigns and social media ads, amplifies your reach. PPC campaigns allow your store to appear at the top of search results for specific keywords. Many keywords such as engagement rings, wedding bands, anniversary gifts, fine jewelry, etc. are extremely competitive to rank organically for. To get results and drive traffic you have to pay to be seen, especially during one of the busiest times of the year during the holiday season.
Similarly, social media ads are just as necessary. The social media channels are notorious for “cutting reach” which is how wide and far your posts are shown. Depending on the latest algorithm changes, many people may never see your content. Remember, with social media ads you can target specific audiences and fine-tune your location and demographics, ensuring that your jewelry store is seen by the right people at the right time.
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7. Use special offers and promotions.
Everyone loves getting a good deal. Promotions drive sales, it’s as simple as that. And, during the holiday season, promotions aren’t just an option — they’re expected. Customers often wait for “Black Friday” and “Cyber Monday” deals to make their purchase, knowing that they’ll be able to afford that nice piece of jewelry they’ve been putting off for long-time.
Promotions aren’t just about discounts. Many jewelers avoid reducing prices to protect their brand. Instead, they focus on offering a special gift with purchase such as a unique bracelet for orders over a certain amount or a complimentary jewelry box or other item. An offer like this helps you to stand out without driving prices down.
To increase your average order amount, you may also want to consider offering package deals with multiple items, such as a set of stackable rings which go nicely together. The more the customer buys, the better deal they get. This way, you compete on value rather than price alone.
In conclusion, the time to act is now. The holiday season full of joy and celebration, will soon be upon us. With the right strategies in place, you can position your jewelry store’s brand effectively and be part of countless special moments, forging family memories that last a lifetime. Review your digital marketing today and not only make your customer’s holiday dreams come true, but your own as well.