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Create a Marketing Machine with a Blog

Once you build momentum over several months, you’ll start to see the fruits.

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EVERY JEWELER GOES through a phase when they’re obsessed with Google. It dawns on them that everyone uses Google for everything. But they have to dig to find their own site after trying a search. A blog isn’t just a way to address this. It’s a certified marketing machine.

Blogs Give Google What They Want

Earlier this month, Google wrote a blog post that included tips about how to rank well. They used the word “content” 45 times. A typical jewelry website has a page for each type of jewelry sold and maybe a few more pages covering related topics like diamond education. You might have one or two dozen pages that probably don’t have all that much text on them. Contrast that with a blog, that easily racks up 52 pages just by posting once a week for a year. That’s two to four times as much content as what most jewelry sites rely on year after year.

How The Blog Machine Works on Google

Blogs are powerful marketing machines for SEO. They give Google lots of new content on a variety of topics. A single blog post on a jeweler’s site probably won’t rank for general terms with lots of search like “engagement rings”. It can rank, however, for a bunch of specific terms with less search like “best places to propose in [name your city]”. We’ve seen a jeweler get good traffic from a blog post on that topic. This is an easier way to introduce your brand to the exact same customer.

Jewelry store blogs have the ability to cover lots of different topics; topics that a future customer might search for during different stages along their path to buying. This way you’re introducing your store and brand to future customers earlier in the process. By the time they’re ready to buy, they already know who you are and have found your website helpful.

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Other Places The Blog Machine Works

Having lots of great content regularly posted on your site is a dream scenario for marketing. Every blog post that goes up is a new opportunity to talk to your customers. You can share the new post on social media and send an email to your list too. With regular blogging, you’ll find that some of the same customers will come back week after week to see what’s new in the blog. This is a fantastic way to stay top of mind and encourage sales.

How To Build Your Jewelry Blog

And we do mean build. Each post in your blog is like adding a brick to a house. Over time you’ll have a strong foundation and a respectable presence. Google will notice your site more and will reward you for having lots of rich, relevant content for them to show searchers, but it takes time.

Start by making a list of topics you want to cover. Here are some topics to write about:

  • Jewelry tips
  • Store events
  • Local events
  • Fashion trends
  • Birthstones
  • “Did you know” type of information
  • What you do and why you do it (could be things you sell, recommendations you make, etc.)

Beyond this list, look to Google trends for ideas about what people are searching for online. Try comparing a couple of ideas and seeing which is more popular. Also, after you do a search on Google, check out the bottom of the page. They’ll show you related searches. These serve as good variations or alternate topics to consider.

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Build Momentum and Enjoy the Ride

Blogging is a long game, but once you build momentum over several months, you’ll start to see the fruits. To build momentum, blog regularly. Do it weekly if you can, monthly if you must. Consider splitting up the work among multiple authors to make it manageable. But know that you’re building up an asset that will last for years and years and can quickly become your unfair advantage.

Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact suits@fruchtman.com.

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Deb Schulman says once she and her husband, Ron, decided to retire, she could feel “the stress start to leave.” The owners of B. Alsohns Jewelers in Palm Desert, California, the Schulmans had heard about Wilkerson over the years and contacted them when the time was right. Wilkerson provided the personalized service, experience and manpower it took to organize their GOB sale. “We are so impressed with the way Wilkerson performed for us,” says Ron Schulman, “I’d send high accolades to anyone who was interested.”

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These 3 Jewelry Marketing Approaches Will Draw More Self-Purchasers To Your Store

It begins by focusing your advertising on ideas rather than products.

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A ROUND THE WORLD, women are primary decision-makers for high-dollar purchases. If you are not marketing to women in ways that appeal to and engage them, you’re not benefitting from their purchasing power.

Here are three marketing suggestions to improve your female appeal, and which illustrate the differences between male and female buyers.

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1. Attract women with ideas. Picture the typical Ace Hardware ad. Ace focuses on products and prices. They know men come to their stores for specific tools and solutions. Ace’s lifestyle advertising features outdoor cooking, lawn care, and similarly specific objectives.

Those themes all appeal to the average guy’s get-it-done style of shopping.

In comparison, Home Depot’s advertising focus is soft. They convey the joy of making a home beautiful and welcoming through fun projects with one’s spouse. Home Depot is not selling tools — they’re selling hearth, home, and togetherness.

When women shop for luxury goods, they consider how they will feel when they have the object, and how the object will affect their happiness (even if the object is not for themselves).

When you advertise, do you push specific items? Or do you promote the ideas your business stands for, and how you contribute to the quality of your customers’ lives? Specific item promotions are useful for your male shoppers, but to bring in more women, you must tell meaningful stories.

2. Nurture leads with social proof. Social proof is the psychological tendency of people to conform (also known as herd behavior). The digital marketplace skillfully exploits social proof to make sales. Ratings, votes, reviews, likes, comments, and shares are all forms of social proof.

But remember that men and women use social proof differently. Men prefer votes and ratings, because they want measurable, specific feedback. Women use dialog to enhance the shopping experience, so they appreciate comments and reviews. To attract female buyers, develop a library of reviews and comments.

3. Merchandise your store for themes, not things. Walk into any Williams Sonoma, and you’ll find theme-driven baking displays that include bakeware, utensils, mixes, and the latest color Kitchenaid mixer. Williams Sonoma does a phenomenal job of merchandising to women (not coincidentally, women hold almost 60 percent of Williams Sonoma’s top executive positions).

Men like to cook too, but they are more likely than women to head to a restaurant supply store for their kitchen purchases, partly for the prices, but also because restaurant suppliers offer the compartmentalization and categorization they crave.

Women don’t shop for things; they shop for themes. Merchandise around themes in your store, and women will gravitate to those sections and displays.

These are just a few of the ways in which female buyers respond and behave differently than male buyers. If your buyers are more than 50 percent male, you could grow your sales instantly just by attracting more women to your store and keeping them there long enough to close.

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Sales Truth

Why A Well-Told Proposal Story Could Help Close The Sale

It starts with getting the groom-to-be involved.

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WHY IT IS TRUE: He is in your store to purchase an engagement ring, a totally unfamiliar task for him.

PLAN OF ACTION: Ask him how he plans to propose. If this is something he has not considered, take this opportunity to share several beautiful proposal stories your clients have used. Ask him questions, get him involved, encourage him to share his plan, and help him embellish it in any way you can.

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What This Jeweler Learned From a Cruise Line Changed Her Store Forever

Here’s how it can change yours too.

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WE TOOK A cruise for my mother-in-law’s 80th birthday. The enchantment started the minute we walked aboard the ship. People called out our name and joyfully announced our arrival. Next, customer services had our vacation packet waiting and warmly discussed all of our shore excursions, on-board activities and general information.

You might ask why I am going on about an itinerary, but it wasn’t just the cruise — it was the culture of the engaged employees who delivered a sense of welcome, happy-to-oblige helpfulness and genuine courtesy on all levels that was so alluring.

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How would your store or your employees compare to that kind of service? When I came back, I immediately had the discussion of “Customer Magic” with my team. A cruise salesperson has a very limited window of opportunity to engage a client, exchange pertinent information, and then together create a satisfying outcome. Most of what they will achieve depends on their presentation, execution of interests and the level of engagement that ensures they have transformed this individual into a loyal customer who will return for another round — not unlike a new customer coming into your store on a virgin excursion, exploring to see if you have what they need.

Did you greet them happily or meet them at the door? Did you engage with a smile and genuinely helpful attitude? Did you give a sincere compliment as an icebreaker? Did you extract the information required to make their experience feel welcoming and helpful by asking open-ended questions? Could you satisfy their expectations or meet their needs efficiently? What did you do that would gain their trust? Ultimately, in this limited engagement, did you earn their loyalty?

Every customer, every time, needs the red carpet treatment if you intend to catapult your store to the forefront from the plethora of retail choices. With a limited window of opportunity, presented from five to 50 times a day depending on your traffic flow, are you making the most of each customer interaction? How are you training your sales team to be guardians of guaranteed customer loyalty and to do what needs to be done to make this a great experience? On every level, from owner to salesperson to jeweler to gift wrap, is this a cohesive team helping to insure that each customer is fulfilled, and thus will return in the future?

Wish lists, rapid repairs, quality merchandise, free inspections and creature comfort amenities create an exchange that resonates with your clientele, and then they share with their peers. How would you rate your store on the “Customer Magic” scale?

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