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 store that’s begging for new clients, and you’re hoping jewelry marketing can help.
You’ve mailed out postcards to the surrounding neighborhoods, which brought in a few people, but it cost 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 complement 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 jewelry marketing idea has worked well enough, but you need better results and ideas that don’t cost you so much time and effort.
So here you are, online, looking for some unique jewelry store marketing ideas. You’ve come to the right place, because this article shares some of the best ideas for how to market a jewelry business.
Keep reading to learn which jewelry marketing ideas you should use!
Why focus my jewelry store’s marketing on digital channels?
Digital marketing is no longer an option. It’s now a must-do, especially for jewelers looking to market a jewelry business online.
Digital marketing really encompasses a lot of things, but you don’t have to tackle them all. In fact, if you’re going to execute a strategy without enlisting jewelers marketing services from an experienced firm, like WebFX, we’d recommend you take just one strategy at a time.
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6 jewelry store marketing ideas for your business
Get inspiration for how to market your jewelry business online with these six jewelry store marketing ideas:
1. Make your website easy for shoppers to use
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.
You can learn about adopting this jewelry store marketing idea and designing a beautiful jeweler’s website by reading this article.
2. Optimize your site for search engine optimization (SEO)
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 market your jewelry online by optimizing your website for search with our SEO tutorial for beginners.
3. Nurture shoppers into clients with email marketing
This jewelry marketing 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 sign-up 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 with this idea for how to market your jewelery business online!
4. Write helpful blog posts to attract future clients
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 jewelry store marketing idea is because it gives you a great platform to establish yourself as an 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.
5. Build a social media presence to drive awareness, loyalty, and sales
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 using this jewelry store marketing idea 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!
6. Get sales fast with pay-per-click (PPC) advertising
PPC advertising is an excellent jewelry store promotion idea. 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.
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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 for jewelry marketing, we completely understand!
Starting an Internet marketing program can be incredibly time-consuming, not to mention confusing for those new to the jewelry marketing store ideas and strategies shared above.
If you need a hand, we can help.
With more than 1020 client testimonials and decades of experience, WebFX 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 manage all your marketing, we can do it.