Creating a jewelry marketing strategy is important for every brand; in order to drive revenue, you need to make it easy for consumers to find and interact with your business. In today’s world, putting your marketing efforts online is the simplest and most effective way to make sure your brand is visible. Having a consistent look, feel, and tone will help, but the main priority is to get seen and to build a community. There are a lot of simple steps you can take to get your brand out there, so we’ve compiled a few of them here to help you find the ones that work for you.
Digital Brand Marketing Strategies
Being online isn’t really an option for jewelry businesses today — it’s a necessity. The most successful brands are searchable online, so make sure yours is, too. Here are the main components of a successful digital marketing strategy:
Build a Website
First and foremost, if you don’t have a website, get one. This is crucial. Even if you're a brick-and-mortar business, you should have a website where potential customers can find out more about you and get to know your brand. Everything from brand look and feel to logistical information like driving directions and parking information can live online, even if you're only doing business in person. When you have an online presence, you become searchable to people from all over the world. A website can answer customers’ questions, provide pricing estimates, show off photos of your products and services, and even showcase a fancy logo.
Offer Online Sales
Launching online sales is a meaningful way to move the needle for your business. Make it easy for customers to browse the products and services you offer from the comfort of their own home, then take a step further and allow them to pay securely online. Whether consumers are shopping for products or ordering repair services online, the ability to complete their transactions without ever stepping foot into a store is a convenient modern experience. Make it easy and simple to do business with your brand online.
Launch Social Media
Everyone and their dog (literally) is on Instagram, and they expect you to be there with them. With social media, you can make sure that your brand is reaching the right people. Creating accounts on platforms like Instagram, TikTok, Twitter, and Facebook will help you organically reach consumers that want to find your business and are already poised to do business with you. Create and post your own content: host giveaways, share images, re-share user experiences. Engage with your followers both on your own page and on theirs to show you’re listening and active. Social media engagement is a huge part of brand marketing strategy that will ultimately increase your community, and thus, your sales. Post photos, start conversations, spread the word digitally, and see your sales sky rocket.
Running ads on social media is another great way for small businesses to gain traction. Get some buzz like Polly’s Fine Jewelry based in South Carolina. They launched a fun weekly theme, “Fiancé Friday,” including the hashtag #HowHeAsked to highlight their jewelry with real life customer examples.
The more you build your audience, the more important it is that you continue keeping them engaged. Provide relevant and helpful content that's more about the customer than it is about you; it’s a great way to make sure your brand stays top-of-mind. Send out a monthly (or weekly!) newsletter with shop updates, new designs, customer reviews, success stories, and (yes, even more) photos. Keeping your brand visible is time consuming, but it brings in the business in a straightforward way.
Expand Your Brand by Reaching Out
Strengthening your online presence through successful jewelry marketing is an important way to attract and retain your brand audience. The next step is to use your marketing strategy to build a community and establish relationships that turn your customers into forever fans..
Kick off your brand marketing strategy with a little love. Offering promotions to first-time purchasers, member packages, or coupon codes for new customers can help you build up your customer base. With promotions, you encourage existing customers to spend more and you attract potential new customers who have been sitting on the fence. Scheduling an annual sale is a great way to build this revenue boost into your financial projections for the year while also getting customers excited about taking advantage of discounted prices.
You can also show customers that their support makes a difference by rewarding them for doing business with you: a coupon on a future purchase or a surprise gift in their order is sure to brighten their day.
Launch a Blog
Launching a blog is a great way to highlight your success stories. People love to see real-life experiences about products they’re interested in purchasing, and this is a way to promote your brand. This is also a chance to get creative! Here are some ideas to develop content:
- Ask your followers on social media to send you stories of their favorite moments with their jewelry to win a coupon, and use the winner as a featured blog story.
- Post behind the scenes stories about your brand to let your audience know more about you. What does a day in the life of your team look like?
- Provide tutorials on how to care for your pieces and how to style them.
Have fun and share stories with your audience that will engage them as part of your community!
Offer Repair Services
One of the best ways to make your jewelry brand stand out is to offer repair services. Expand your business by widening your scope; if you’re already selling jewelry, then don’t miss out on this feature that will build trust with your customers and keep them coming back. Promote your brand as a reputable one by proving that you value your jewelry as much as your customers do. You’ll increase customer lifetime value, introduce a new revenue stream, and have opportunities for awesome customer support.
Including jewelry repair services is easy with a platform that seamlessly integrates with your website. Reshyne’s platform was designed for independent jewelry businesses to make sure they have all the tools they need so their repair services can be seen and selected easily. Schedule a demo today to see how Reshyne can make your jewelry brand stand out.