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To Succeed at Online Marketing, You Need These 3 Things

A solid foundation to reach both old and new clients needs these three supports.

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A STURDY ONLINE STRATEGY for jewelers has three legs: search, outreach, and retargeting. Finding new customers means having a firm position in all three. They balance and support each other. And as different platforms come and go, these three methods will likely still be in use, just in new places and in new ways.

Search: Be There When They’re Looking

Search covers the opportunities that you have to show up when a potential customer is looking to buy jewelry. This is primarily covered by search ads and SEO (Search Engine Optimization). Paying for a search ad is one of the quickest and most expensive ways to get in front of someone who’s looking for jewelry. Updating your website for SEO is one of the slowest yet most enduring ways to get in front of those very same people. Both of these are important and they work together. In fact, we consider them to be the yin and yang of digital marketing.

But there are lots of people smack in the middle of your target market who don’t happen to be searching online right now. How do you get their attention?

Outreach: Introduce Yourself to the Right People

Outreach ads are specific to people who are not looking for you. These are more like billboards and TV spots, except they’re online so we can do a lot more with them. Outreach is covered by things like Facebook ads, banner ads, and even YouTube ads. We can target by what we know about your customers and people who buy jewelry. Age, location, interests, and more can all factor into these types of ads, creating the perfect audience of potential customers.

The downside is that they’re not looking for you. For that reason, they’re more of a brand awareness tool. If a good potential customer sees you enough, they’re more likely to think of you when the time comes. They may be more likely to click on your search ad when your name comes up, or even search directly for your brand name instead of the competition.

Search ads and outreach ads can really start to generate more visitors to your website. But in an online world, it’s easy for people who have warmed up to you to eventually forget about you and go cold. How do you prevent that from happening?

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Retargeting: Stay Top of Mind to Those Who Matter Most

Retargeting keeps the relationship from going cold. If a person clicks on your ad and visits your website, they’ve shone more interest than many other people. So why treat them the same? With retargeting, we can keep track of them and continue the relationship in a more meaningful way.

We generally cover retargeting with website banner ads and Facebook ads. But now we have the ability to show a different message, taking into account the fact that the person has been here before. This could be a special offer, a different call to action, or simply new wording in the ad. We can even spend more money per person since there’s reason to believe that they’re closer to buying.

Search, Outreach, & Retargeting: A Strong Foundation

Put together, we can see how these three cover a lot. A potential customer is either looking or not and has either visited your site or hasn’t. Despite the scenario, you’ve got it covered. And the best part about it is that each person has the chance to interact with you through multiple of these scenarios until they’re convinced that they should buy from you. If you have a sturdy foundation, you’ll be primed to make that happen on a regular basis.

Charles Pobee-Mensah is director of digital marketing for Fruchtman Marketing, a full-service marketing agency specializing in the jewelry industry. Reach him at [email protected].

Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact [email protected]

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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