Marketing Tips for Jewelers: How to Reach More Customers with Online Marketing
You have a passion for jewelry, great product lines, and dozens of display cases loaded with sparkly gemstones and beautiful accessories. You also have a completely empty store.
You’ve mailed out postcards to the surrounding neighborhoods that brought in a few people... but it cost you a fortune and didn’t deliver a return on investment. You’re thinking about advertising in the local newspaper, or maybe one of the new posh magazines you’ve seen around, but you’re nervous because the ad space isn’t cheap!
You wear at least one piece of your jewelry every day and hand out business cards to those that compliment it. You’ve loaned and given friends and family pieces of jewelry from your shop in hopes they’ll get compliments and send people your way. This has worked well enough, but you need more.
So here you are, online, looking for some unique ideas for marketing for jewelers. If any of these situations sound familiar, you’re in the right place.
What Are You Doing with the Internet?
Digital marketing is no longer an option. It’s now a must-do, especially for jewelers.
Digital marketing really encompasses a lot of things, but we aren’t suggesting that you tackle them all. In fact, if you’re going to execute a strategy without enlisting jewelers marketing services from an experienced firm, we’d recommend you take just one bite at a time.
Here are some Internet marketing tips you can try out to promote your jewelry business online, attract more customers to your storefront or website, and grow your revenue exponentially—all using methods that have a proven ROI.
If you don’t have an updated and user-friendly website, start there! Your website says something about you. In fact it says a lot of things about you, and people will judge your shop and your jewelry by the impression you make online.
You don’t have to have an ecommerce site or sell your products online, but you do need to have an aesthetically appealing, modern, and easy to navigate website. Even if you’re not selling your jewelry pieces online, take pictures of new pieces and update the site regularly with high quality images of them.
Also, ensure that your website has visible contact information, hours, and your location on every page. If it doesn’t, those looking to get in touch with you might get frustrated and leave right away. You should also consider adding a contact form so those wanting to ask you a question can do so quickly, without having to open their email client or pick up the phone.
Search Engine Optimization
Once you have a solid site for your jewelry that is updated and user friendly, you should work on search engine optimization, or SEO. Optimizing your website means tweaking and editing certain aspects of your website so search engines understand what your site is about, and rank it higher.
If your site isn’t optimized for searches, you’re definitely missing out on potential traffic which means you’re giving up sales to your competitors. You can learn how to start optimizing your website for search by reading our SEO tutorial for beginners.
This idea requires collecting email addresses. While you might be tempted and others might tell you it’s fine—do NOT purchase an email list! Purchasing a list might seem like a quick and easily solution but it’s a huge waste of money and a headache of legal issues. When you purchase a list, the people you are emailing didn’t ask for your email, so they will most likely mark it spam and/or delete it, and all the hard work you put in to crafting the perfect newsletter to market your jewelry is wasted.
Instead, have a newsletter signup sheet in the jewelry shop and on your website. Explain to people what they can expect to receive from you and how often. It may take a little longer to build a nice size list this way, but you’ll notice your open rates and engagement are much higher and you’ll save money!
What should you send in your emails? Great question! You can include special offers, sales, related topics (like clothing or accessories that match certain jewelry), fun features like a “jewel of the month,” customer photos, and so on. Don’t be afraid to experiment and have fun!
A blog is a great supplementary marketing strategy for a jeweler’s website. Blog posts give you an opportunity to drive more traffic to your website. A regularly updated blog sends a good signal to Google and other search engines. Search engines like to see your website is being updated—although that’s not going to be a problem for you, since you’ll be updating your website as you get new pieces of jewelry in, right?
Another reason a blog is a great idea is because it gives you a great platform to establish yourself as expert on jewelry and highlight all your unique selling propositions. With a topic like jewelry, all you have to do is keep the blog fun, engaging, creative, and informative and you’ll have people coming back over and over again!
If you're interested in learning more about how to drive more traffic to your website with blog posts and content, you can read about content marketing for your jewelry business on this page.
Social media is also a good channel of digital marketing for jewelers. Being active on social media allows you to increase your brand exposure. Take advantage of social media platforms like Facebook, Twitter, Pinterest, and Instagram to promote, educate, and engage your followers.
One of the most important things to keep in mind when doing social media is to monitor the accounts frequently. If you have an account, you’ll need to do more than just post things. You’ll want to reply to other users when they engage with your posts, even if it’s a simple “thank you.” Also, try to share content from others—no one likes it when all you do is talk about yourself!
Pay-per-click advertising, also known as PPC, is a great form of advertising. Unlike traditional advertising, with PPC you can really target who, where, and when your ads are shown.
PPC gives you control over an advertising campaign that isn’t available in print media. PPC ads are shown beside Google search results, and you only pay for clicks—not impressions. By using these ads, you’ll be able to gauge the success of various aspects of your campaign thanks to the data you’re able to collect and analyze.
Need a Hand?
These are just a few ideas you can use to launch digital marketing campaigns for your jewelry business. If you’re overwhelmed, or aren’t sure where you’re going to find the time to try them out, we completely understand! Starting an Internet marketing program can be incredibly time-consuming, not to mention confusing for those new to the concepts detailed above.
If you need a hand, we can help. With more than 500 happy clients and many years of experience, WebpageFX is a leading full-service Internet marketing agency ready and willing to help you improve your jewelry business’s online reach. Whether you need help with your SEO or want a partner to take over all your marketing, we can do it.
Contact us today to get a no-obligation quote completely customized for your business needs. Our experts can’t wait to hear from you!
Call 888.449.3239 or contact us online today to get a custom quote for an online marketing plan from WebpageFX, a leader in Internet marketing for small to medium sized businesses.