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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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Possible ‘Diamond in a Diamond’ Is the Strangest Thing Ever

This bizarre specimen was found in Yakutsk, Russia.

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RUSSIA’S ALROSA DIAMOND mining company may have discovered a diamond in a diamond.

Alrosa’s Instagram page features a video of a 0.62-carat rough diamond with a curious void in its center. Rattling around in that cavity seems to be another rough diamond.

In a caption accompanying the video, Alrosa wrote, “A diamond in a diamond? We couldn’t help but share this very special find with you.”

Alrosa goes on to describe how the smaller crystal seems to move freely within the larger one. The curious gem was discovered in Yakutsk, Russia.

“We are not sure if the smaller one is a diamond,” wrote Alrosa. “Our scientists are looking forward to studying the crystal. It will be researched with non-destructive methods.”

Please check out Alrosa’s video below:

 

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A diamond in a diamond? We couldn’t help but share this very special find with you. Watch: the smaller crystal moves in a cavity inside the larger rough diamond. The larger diamond weighs 0.62 carats. We are not sure if the smaller one is a diamond. Our scientists are looking forward to studying the crystal. It will be researched with non-destructive methods #diamondscientistsbestfriend #ALROSA #diamondsALROSA #realisrare Алмаз внутри алмаза? Не можем не поделиться с вами своей находкой: внутри этого алмаза в 0,62 карата передвигается в полости другой кристалл. Наши учёные пока не уверены, что внутри находится именно алмаз. Они с нетерпением ждут, когда интересная находка попадёт к ним в лабораторию. Изучать будут не разрушающими методами #алмазылучшиедрузьяученых #АЛРОСА #алмазыАЛРОСА #

A post shared by ALROSA® (@alrosadiamonds) on

In an unrelated Instagram post, Alrosa honored the 115th anniversary of Russia’s TASS news agency with what the mining company is calling “the world’s most expensive diamond hashtag.”

Alrosa created a mural with the hashtag “TASS115” rendered in natural white diamonds. The precious stones weigh 4,000 carats and are valued at $350,000.

The mural is being displayed at Alrosa’s diamond sorting center in the Siberian town of Mirny.

In its congratulatory message, Alrosa wrote, “On [the] occasion of the 115th anniversary of the legendary TASS, we [are] giving our friends the most expensive hashtag in history as a present.”

Alrosa unveiled the mural on its Facebook and Instagram pages.

The TASS news agency was founded on September 1, 1904, as the St. Petersburg Telegraph Agency (SPTA). It was renamed the Russian Telegraph Agency (ROSTA) in 1918. Seven years later, the agency would become TASS (the Telegraph Agency of the Soviet Union). Today, it boasts 63 bureaus in 60 countries.

Alrosa is the world’s leading diamond producer in terms of volume, accounting for nearly a third of global rough diamond production. The company manages mines in Russia’s Yakutia and Arkhangelsk regions, as well as Africa.

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David Geller

Here Are a Few Tips You Haven’t Seen to Make the Most of Your Bridal Custom Designs

They’re simple yet brilliant.

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IT’S 2019, AND it’s not your daddy’s jewelry store anymore. No more high margins on diamonds. Where’s the money now? The mounting.

Keystone is the goal, and many get it on the mounting, but comparison shopping can make it difficult. That said, the really big problem with selling from the showcase is the amount of inventory you must carry.

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On the other hand, custom designing an engagement ring has many advantages:

  • Higher profit margins
  • You pay for the item after you’ve collected money from the customer.
  • The customer feels like they are directing the process rather than being “sold.”
  • If you share the process of designing their ring with the customer, they will likely share with their friends and family. It’ll be on social media, texts and emails.
  • You can adjust which components go into the ring to more fit their budget.
  • Selling from the showcase has a closing ratio of 30 percent in most stores, but custom design has a closing ratio of 70-80 percent.

The downside? Someone must know how to design the ring, how it comes together and pricing. Training is essential, or having someone specific to sell the ring and lead the customer through the process. Figuring out how to price the item requires particular skills.

Here are some additional tips to make the most of your custom design process:

  • While designing the ring, if you use CAD/CAM, take a snapshot of the model on the screen and send it to the customer, saying something like, “Well, Jim has gotten started on your beautiful design.” If you hand-carve the wax or mill it, take a picture and send by text or email. Same goes for the casting process and another of the jeweler finishing up the ring.
  • When appropriate, send out a handwritten thank-you note.
  • Go to Office Depot and buy a pack of 100 sheets of do-it-yourself business cards. Make yourself a master blank company business card with no logo, just everything else about your store. Take a good picture of their new ring and paste it on the card, then print a sheet of 10 and have it in the envelope when you deliver the ring.

After they “ooh and aah” over the ring, tell them, “I’m glad you love it. You know, we have more customers come in from referrals than anything else and would love for you to refer family and friends. Here are some of our cards.”

Then plop them down on the showcase face up.

They will be so excited that they will not only place one on their refrigerator door, they’ll give them out to friends and show everyone how their ring is on “my jeweler’s business card.”

Isn’t this a fun business?

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Do You Have a Content Curator?

Depending on your objectives, digital marketing now consumes between 40% to 60%+ of most retailers’ marketing budgets.

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DEPENDING ON YOUR OBJECTIVES, digital marketing now consumes between 40% to 60%+ of most retailers’ marketing budgets. As digital continues to shift our marketing strategies, it also demands an increased level of personalization. If you do digital marketing, it’s fair to say you probably want or expect it to deliver results, and to do so means rethinking the roles of in-store team members. A key in-store role can and should be the Content Curator. Here’s why.

Social Media is becoming highly specialized. Even if you are working with an agency, there is only so much a third party can provide based on time and money. While they can be essential in driving strategy and managing advertising placement and buys, more and more retailers have someone internal to supplement those efforts, the Content Curator.

What is a Content Curator?

A Content Curator is an in-store person who leads the charge to collect and cultivate original content.

  • Produce content in-house
  • Engage with employees to create content
  • Post or share content with your marketing partner

It’s All About Content.

Each social channel has its own unique purpose and should have original content. Programs that share the same content over different channels isn’t an effective way to approach social media.

What Channels Should You Use?

If you’d like to run effective social campaigns, start by assessing what you can do… and do well. Also, understand what the channel should be used for and develop content to match. While there are many choices, most retailers will find the best opportunities in:

  • Facebook – Brand positioning, general news, all age ranges
  • Instagram – Lifestyle, younger
  • YouTube – Great if you can create video content…custom?

Equipment. You don’t need to spend a lot of money to be able to produce great content. You can easily get set up for under $200.

  • Newer Smartphone or Camera w/ Video
  • Camera Rig with LED lighting
  • Editing software such as Photoshop
  • Share and Store. As the Content Curator, you collect and create content that can be used socially, but also on your website or other opportunities.Save all your content on Dropbox or Google Drive
  • Save by category and monthly folders Ex: 2-19
  • Save images at the highest resolution. Images can be scaled down but not up.

Video. Video typically shows better user engagement as well as costs when doing social advertising.

  • Facebook promoted posts
  • Facebook Live
  • Facebook “Video Creation Kit” – Create Video from Still Image and Text Assets. Built into Ads Manager and your Page Publishing tools
  • YouTube Channel

Facebook GIF Advertising. Like video, GIFs tend to have much lower CPA. They stand out and don’t require the same investment as video.

How to make a GIF… the simplest way is to use giphy.com/create/gifmakerRemember, if you want to compete online, everything should be as personalized as possible. It will set you apart from your competition and better position your store in your local market. A Content Curator is a core key to that success.

Remember, if you want to compete online, everything should be as personalized as possible. It will set you apart from your competition and better position your store in your local market. A Content Curator is a core key to that success.

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