As with places to visit in the physical world, you need to help shoppers find their way to what you have to offer. That process involves creating an online presence that spans multiple platforms.
In marketing language, the expression of your brand through its online presence is called an “omnichannel marketing strategy.” Beyond sending people to your online storefront, your online presence can help you collect personalization data to build a more on-target, relevant and enjoyable brand experience.
Here is a template to guide you through the process of building a meaningful online presence:
1. Build a social media presence.
An Instagram presence for your jewelry store is a must. Other platforms to consider include Facebook, Twitter, TikTok and YouTube.
You don’t need to be present on all social media platforms. Rather, pick several — build up each one, one at a time.
2. Create loyalty incentives.
Jewelry is often a high consideration purchase, meaning that people give careful thought to what they are buying. Especially if your brand is a fine jewelry retailer, it may take several months of browsing before a shopper is ready to make a purchase.
Given that jewelry is a high-consideration purchase, shoppers may feel inclined to compare prices and items across different brands. A rewards or loyalty program creates an incentive for people to make their purchases with your company.
3. Launch a newsletter.
Sometimes, people aren’t ready to engage with your brand in a way that drives a transactional outcome. In these moments, an email newsletter is a valuable marketing channel for keeping shoppers interested in your jewelry brand and products.
A successful newsletter will be entertaining to read beyond being a sales pitch for your products. For this reason, it is important to communicate a clear value proposition for subscribing.
4. Create a content marketing and search engine optimization (SEO) strategy.
Content marketing is the practice of creating branded education in the form of articles, videos and images. It is an effective strategy in today’s media-driven world where people are researching items before making purchases. Coupled with content marketing is search engine optimization (SEO), which is the practice of making content visible on Google based on keywords.
To succeed with SEO, your marketing team will need to identify keywords that are relevant to your brand and develop content, accordingly.
It’s important to prioritize content marketing as a measurable strategy. For instance, you can track whether a shopper has engaged with content before making a purchase.
5. Build paid media advertising campaigns to build awareness and drive sales.
With an established brand presence, your jewelry brand will be well-positioned to find success using paid media advertising. The idea is to participate in the digital advertising ecosystem to build awareness around your brand — and to re-engage audiences through the consideration process.
Social media companies such as Facebook (which owns Instagram), Google (which owns YouTube) and Twitter provide options to purchase spots for advertising. You can also reach out to publications and blocks to see if there are spots available for direct advertising.
Keep in mind that there are many different advertising products available for different types of businesses. As a jewelry brand, to guarantee the biggest impact from your paid media investment, it will be important to make sure that you choose advertising solutions that support your revenue goals.
For more information about paid media, take a look at this comprehensive and thorough article breakdown.
6. Work with influencers to build brand awareness and trust.
An influencer is someone with a social media presence, who has the ability to persuade how people shop. Influencers have a high degree of authority as trustworthy sources of information.
“Be it moody photos, cheeky video reviews, meandering blogs, or blurry soon-to-disappear Stories, the value of the content in question is derived from the perceived authority—and, most importantly, authenticity—of its creator,” explains Paris Marineau for Wired.
Influencers are receptive to working with brands to promote their product. But keep in mind that campaigns need to do more than just sell — strong partnerships between influencers and brands are built on the alignment of values.
BigCommerce recently published a guide to building a powerful influencer marketing strategy, which you can check out here.
7. Collaborate with resellers and distribution partners.
This technique isn’t the right fit for every brand. But if you manufacture your own products, you may find success working with partner retailers to sell your products on your store’s behalf.
Distribution and reseller relationships are powerful pathways to build brand awareness. It’s important to choose partners carefully; however, and make sure that your company has enough wiggle room to take a healthy profit margin on sales.
It’s also a good idea to loop in a lawyer who can advise on issues related to usage rights for product imagery and brand communications. Terms and conditions will be an important part of your strategic plan.
Looking For Suppliers?
Jewelrykg may help you.
As the first company to propose pricing by weight (Kg), jewelrykg has a more obvious sales advantage in the market because they are the first to propose a new model of wholesale jewelry and put it into practice:
1. The product line is affluent, and the product styles per kilogram are diversified and suitable for personal use or wholesale sales.
2. All the products sold by kilograms have independent packaging, not bulk jewelry on the market, and do not have independent packaging. They are all defective products. It will not affect the customer's secondary sales or gift giving.
3. The quality of the products is good. The products sold by kilograms come from jewelry factories, which are packaged and sold at low prices for the rapid return of cash, or some products that have broken contracts. So the product is by no means inferior, and every product has integrity.
4. Complete after-sales system.
5. The products sold by kilograms are sent in random styles, and every purchase is full of surprises. The buyer can even make a wish to get her specified product included in the package sold by the pound.
8. Incorporate reviews into your marketing.
Testimonials and product reviews are important components of your jewelry marketing engine. As humans, we are naturally inclined to trust our peers for insights.
In one study, researchers found that given two similar products, people are more likely to purchase the one with more reviews — even when the less-reviewed option was of higher quality.
For a high consideration purchase like jewelry, reviews can empower shoppers with a sense of confidence. Reviews are one of the most informative pathways to help ensure that we will be happy with what we’re buying.
Reviews can be a part of your marketing in a few different ways:
--Featured on your website.
--Part of a social media hashtag campaign.
--Included in ad copy.
--Incorporated into a buyer’s guide.
--Highlighted in an email marketing campaign.
The most impactful reviews include meaningful stories that are relatable and enjoyable to relieve. The role of the brand is to help facilitate peer-to-peer discussion.
