The essence of jewelry marketing finds justification in the unique nature of the market itself. When you sell jewelry, you do not transfer its physical allure alone, but you also sell its historical symbolism. So, when you embark on jewelry marketing, always have this in mind.
The jewelry industry is a lucrative and dynamic one, and jewelry businesses want their piece of the cake, particularly in the United States. According to Edahn Golan’s US State of the Jewelry Market Report, the United States is the world’s leading jewelry consumer with total fine jewelry sales reaching $68.8 billion. However, in the jewelry industry, making excellent jewelry isn’t enough. Having the right skills to market your excellent craft also is extremely important. This explains why there are several digital marketing consultants in the jewelry business. Therefore, a jewelry business must arm itself with the best jewelry guides if it must enjoy a bigger slice of the cake.
In this article, you find the requisite marketing strategies and ideas to build and boost your jewelry business.
- Start with a logo that identifies your business
When you have an attractive logo, you come off as a professional and trustworthy business, and it also gives you a unique identity. Apart from attracting more customers, a professional logo communicates the quality of your products and services.
You may use your logo on your business card, a promotional item that you should always have at hand. Your business card should communicate credibility and quality too. You may also print your logo on multiple professional items, especially the kind that people almost always see. The gist here is to be in their face, always!
- Use High-Resolution Photography
As a jewelry business, showing off your jewelry isn’t just a matter of having photos. By implication, you need high-quality photos to capture the intricate details of your crafts. Prioritize using photos that reflect the quality and beauty of your jewelry. This way, people instantly see the worth of your craft.
Using a high-quality photo becomes even more important as the photo can be used everywhere you market, such as your website, your direct mail marketing, social media posts, eBay, Amazon and Etsy jewelry, and any signage or other promotion you do.
If you would like to take the photos yourself, here are a few tips you may find useful.
a. Select the highest resolution setting to enhance detail
b. Arrange for bright lighting
c. Use a simple monochromatic background
d. Focus on the details of the product, such as gems and tiny diamonds.
e. Take several shots, so you have a pool of amazing photos to choose from.
- Identify your Prospect
You should bear in mind that although everyone may want your jewelry, not everyone is willing or ready to buy. This is why you need to identify your prospects. So, how?
First, examine your customer base and know people who have already bought from you. Note the following questions: do you notice anything similar about all of your customers? Are they in a certain age range? Do they mostly buy your engagement rings?
Once you know your target prospects, it would be smart to rent a mailing list of persons who fall within the bracket of target prospects. You may check for age, income, gender, and marital status. This helps you identify your niche, design a strategy to seal your place, and steadily spread your tentacles.
- Market Early to Generate More in Revenue
At specific times of the year, such as Valentine’s Day, Mother’s Day, and December holidays such as Christmas, people often buy more jewelry. This implies that you should start marketing at least six weeks in advance of these calendar dates to remind your prospects to buy from you for these sentimental holidays.
You may circle dates on your calendar for the year and set deadlines to secure the postcard or promotional items for these seasons as the case may be. You may begin to run online ads simultaneously. This way, you stay visible and credible during these seasons and even beyond.
- Create Special Offers
There’s no doubt that a special offer targeted to the right prospects can work wonders on your sales margins. An example is a postcard campaign promoting a 25-50% off special offer, which raked in an extra $25,000 in sales for a store’s 93rdanniversary sale.
Your special offers may be in the form of a 10% discount on any jewelry (or watch) repair; 30-60% off everything in stock or even FREE entry to jewelry show. Similarly, store-wide sales for anniversaries, massive sales for holidays with 30-60% off, and huge giveaways represent a tested and trusted marketing strategy.
In any case, the gist here is to open up your creative portals and design a special offer to drive in new prospects to patronize you.
- Leverage your SEO to improve Google ranking
Search engines work by finding websites that match the keywords your prospects search with. This makes your website rank higher in the degree to other websites when an item on your list is searched on Google. To get your website found on Google, the website’s data must be accurate and filled with keywords your prospects use to find jewelry sites. You may use Google’s free keyword planner tool to make a list of keywords to use on your homepage, About Us page, etc.
To increase your website’s SEO, each page’s title should be different: homepage’s page title should have “jeweler” plus your city & state; your contact data (on your contact page) must be correct; your business’s data must be referenced (cited) on other popular web pages; you should have and use your free Google My Business account.
Google and its algorithms (formulas) change all the time, so SEO should be a continual and deliberate process.
- Normalize Customer Engagement
Here, the gist is to set up active social media accounts to track and monitor what your customers and prospects think about your products. Newsletters also go a long way in fostering a connection between you and your prospects. Always post your reviews and testimonials to increase engagement with your products and generate goodwill for your business.
In any case, you may enlist a digital marketing consultant’s services to put you through all these guides. It is worth every penny when it is marketing. Jewelry businesses like Etsy jewelry understand this and are becoming a strong force in marketing. The guides in this article will help you become a strong force, too, in no time.