REMEMBER WHEN MARKETERS suggested TikTok dances, such as flossing, to appeal to younger millennials and Gen Zers? You probably thought, “I’ve spent decades building my brand; I’m not going to jeopardize it by awkwardly dancing with my jewelry.” And you were right! Not every marketing trend is a good idea; some don’t make sense at all.
In part 2 of our series inspired by Stephen Covey’s book, The 7 Habits of Highly Effective People, we’ll go over where and how profitable jewelers spend their valuable time to develop long-term trust in their business. Because, as much as you’d like to follow every trend, you barely have time to update your display cases!
HABIT 3: Put First Things First — Focus on What Moves the Needle
Marketing only works if it actually brings business, and not every platform will convert. So, rather than trying to be everywhere, focus on the things that consistently increase foot traffic and get customers to your doors.
Local search engine optimization (a.k.a. local SEO) is one creative way to attract customers to your store. Basically, local SEO means ensuring your listings and website mention your city or area. “Custom engagement rings in Charleston” will travel far more than “unique diamond rings” when someone in the neighborhood is buying.
Another SEO activity worth investing in is reviewing your item descriptions. Product descriptions distinguish your items from other jewelry pieces and help Google and other search engines understand exactly what your jewelry products are all about. For example, instead of using “gold necklace,” try “22K gold adjustable chain and monogram pendant, handmade in Atlanta.”
Needless to say, optimizing your website is also a must to increase foot traffic to your shop.
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HABIT 4: THINK WIN-WIN — BUILD RELATIONSHIPS ONLINE, TOO
When you work in the jewelry industry, you deliver more than a piece of jewelry; you also provide trust, care, and connection. Thinking win-win is more than just making sales. It’s about adding value to you and your clients and developing relationships beyond the transaction.
For example, getting reviews (glowing ones at that) is a two-way street and a win-win scenario. You build credibility for your brand, and your customers feel valued and appreciated.
Likewise, you can tie up with local companies such as florists, bridal boutiques and wedding planners. Cross-promotion allows both of you to access new audiences who are already ready to buy.
Think win-win, but don’t underestimate the power of storytelling. For instance, sharing real-life stories (with your client’s consent), such as a nervous groom selecting the perfect ring or a granddaughter getting a redesigned heirloom, can go a long way. You are doing more than simply marketing; you are also developing trust. Trust leads to loyalty, which leads to customers becoming regulars.
Bottom line? You don’t have to dance for likes to expand your jewelry business. Concentrate on what moves the needle (Habit 3), think win-win while cultivating genuine relationships (Habit 4), and watch how trust and loyalty convert into traffic.
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