How can your jewellery business keep up with the ever-digitalising world? We give you our top five picks.
We have previously spoken about the importance of taking your jewellery store digital. But how do you compete with the ever-increasing digital traffic on the internet? While going digital opens the doors of your jewellery business to the world, it also brings worldwide competition. It becomes essential to design a unique digital marketing campaign to show your unique jewellery store offering.
Today, digital marketing for jewellery brands has become a necessity to drive store visits, increase brand awareness and elevate the image of your brand. Read on for fool-proof digital marketing tips to make your own mark in the online jewellery business space.
- Social Media Marketing
Most people spend their online time on social media. Therefore, it is extremely important that you have an active social media presence and market your jewellery store on Instagram & Facebook.
Not just that, you can even sell your jewellery directly on these social media platforms. Instagram allows sellers to tag products in their posts and stories which link directly to the product page on your website. This works as long as you are using a website platform that integrates with Facebook such as Shopify, WooCommerce, Magento or BigCommerce. If you don’t have a website that integrates, the other option is to use a tool called Linkinbio.
- Email Marketing
Email lists tend to get stale if you are not emailing on a consistent basis, so it is of utmost importance to email your base consistently. However, just promoting products in every email can get boring. You should really be providing value to your customers. Your email marketing calendar should be mapped out in advance and should only sprinkle in promotions among newsletters and educational content. This will keep your customer base engaged with the content you are putting out versus getting tired of being sold to.
You can use tools and apps like Mailchimp, HubSpot and Klaviyo (for Shopify) and ActiveCampaign.
- Inbound Marketing
HubSpot defines inbound marketing as:
“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.”
This valuable content may consist of the following medium:
- Informative Blogs [you can use WordPress or other available blog platforms that can be easily integrated with your website]
- Downloadable e-books
- Newsletters & other automated email workflows. These can be created with HubSpot (For enterprise businesses) or ActiveCampaign (For small to mid-size businesses). With these tools, when someone opts into your email list, they can start getting emails from you automatically based on a schedule with pre-written email content you can write that can help your customers throughout their purchase journey.
- Search Engine Marketing
Search Engine Optimisation (SEO) is a powerful tool that brings and improves the organic traffic to your website and the ranking of your website on search engines like Google. SEO ranking is the tool that decides how far up or below your store appears when someone searches “jewellery stores near me”. SEO can make all the difference!
You can grow your SEO through two techniques:
- Organic SEO
To have strong organic SEO, you need to have individual pages dedicated to a keyword that is important for your business to appear on search engines. For jewellery businesses, for example, important keywords may consist of: jewellery stores.
The above image demonstrates how the keyword ‘jewellery store’ appears in people’s searches and questions they ask via search engines like Google & Bing.
Once you have a page dedicated to a keyword following best practices, now it’s important to build authority for that page by linking to that page from other pages on your website, blogs and outside websites.
Organic SEO content
- Paid Search Advertisements
Paid search refers to the listings on search engines that show above the organic results and have the word “Ad” next to them. For Google, it’s controlled through “Google Ads”. Any business can start bidding on keywords in order to appear at the top. Each time someone clicks on the Ad, it charges the business an amount – typically anywhere from one dollar to ten dollars depending on the time of year and how many other businesses are bidding for the same keyword.
Paid SEO Content
Once you start to appear as the most prominent choice in your area, your next job is to convert those visitors to your website.
To get started with search engine marketing, we recommend the following tools:
- Google Ads
- Organic SEO measurement tools such as Moz, SEMRush
- On-Page SEO Plugins & Apps for various website platforms:
- Yoast for WordPress
- Plug in SEO for Shopify
- Creare SEO for Magento
- Review Generation
70% of consumers need to read at least four reviews before they can trust a business. In today’s digital age, there is no denying the power of authentic online reviews.
We recommend tools like BirdEye & Podium that integrate your customers.