When you run a jewelry business, searching for the right ways to market your products can feel like trying to find a diamond in the rough. All the options look great at first, but it takes some digging to find the hidden marketing gems that really set you apart from the competition. When it comes to marketing your jewelry products, there’s no question that the future is digital.
Consumer behaviors have shifted permanently, and more and more shoppers are finding their new favorite jewelry products online. With the value of the global jewelry market expected to reach $307 billion by 2026, brands of all sizes must ask themselves what they’re doing to capitalize on this growth.
For many, a healthy mix of SEO, paid management, and social media advertising, often achieved with the help of a dedicated fashion marketing agency, can be the answer. If you want to capture more potential customers turning to search engines and eCommerce, follow these digital marketing tips.
Create a User-Friendly Jewelry Website
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Whether you sell jewelry online or your website is purely for informational purposes, it’s crucial it’s optimized with your customers and search crawlers in mind. Your website is your brand’s digital home, so it’s essential you provide users with the best impression possible. Imagine walking into a jewelry store with products strewn all over the floor. Though you have a rough idea of the kind of jewelry the store sells, there’s no real sense of direction, and there doesn’t seem to be anyone around who can help you.
If the above scenario sounds like a nightmare, you’re not alone. Like you, millions of online shoppers want a streamlined experience, and this typically starts with how you organize your website. If you’re using Shopify, for instance, you can begin with an SEO-friendly theme. This might look something like this on a diagram:
Homepage > Category Pages > Sub-Category Pages > Product Pages
Looking at this diagram from the top down, we can see right off the bat that your products are only a few clicks away from your homepage. Like having your own personal shopping assistant greet you at the door, navigating through the selection of jewelry products is stress-free and straightforward under this layout.
But there’s more to optimizing your site than simply organizing it well. You also need to ensure your pages are loading quickly, as page speed and site performance, especially for eCommerce stores, are crucial factors for staying ahead of the competition.
After all, while a satisfied shopper is more likely to stick around your website for longer if they have a good experience, statistics show that 61.5% of shoppers will leave a website if they feel the navigational experience is messy. To go along with that, 40% of shoppers are more likely to leave if a page takes longer than 3 seconds to load. Thankfully, optimizing your website for page speed is relatively easy. Here are a few things to try:
Compress Your Site Images: Given that images can take up 50 to 90% of a page’s size, reducing their file size is a good start towards reducing the load times of your site pages. Today’s compression tools use lossless compression, so the drop in quality is barely noticeable while the speed improvements can be massive.
Check Your Website’s Code: You should also compress any bloated code on your site, whether it’s HTML, CSS, or JavaScript. This is especially important to look at if you have any leftover code from features your site no longer uses, or you’re transitioning from one web developer to another.
Utilize Browser Caching: One of the best things you can do for page speed is to enable your browser to store information such as images, JavaScript files, or stylesheets. This way, users won’t have to load all of your logos and footers from scratch every time they visit your site.
Use a Content Delivery Network (CDN): Implementing a content delivery network can help reduce your website’s loading times by serving your website’s features to users through a server geographically closer to them. This helps to deliver your jewelry website’s content to users more quickly, reliably, and securely.
Invest in Jewelry SEO Strategies
The next jewelry marketing tip is to invest in SEO strategies. After all, while your main goal is to increase sales, you also need to do what you can to improve your jewelry website’s visibility across search engines and bring in extra traffic. This means tweaking your website with updated content and targeted keywords that users are already searching when they look for jewelry products and services. This typically requires updating your website’s landing pages with information that highlights your expertise in the jewelry industry and filling those landing pages with jewelry-related images and optimizing those images in the process. Here are some of the benefits of a well-optimized SEO strategy:
SEO Is Affordable: Compared to other options like paid search, SEO can be more affordable as you don’t need to pay for each click to your website as you do with a paid search campaign.
SEO Offers Funnel Stage Targeting: Not everyone who visits your jewelry website will be at the same stage of the buying process. Some might be just discovering your brand, while others might be ready to make a purchase. SEO helps you craft different types of content to engage all users and customers at just the right time.
SEO Can Help Build Brand Authority: Google pays very close attention to how well your website highlights your expertise, authority, and trustworthiness in your chosen industry. Optimizing for jewelry SEO and consistently appearing at the top of search engine result listings for keywords related to jewelry products and services can help you establish yourself as an industry expert. In turn, Google takes notice, keeping you one step ahead of your competition.
SEO Offers Multi-Channel Marketing Support: While there are multiple SEO strategies that offer their own benefits, a connected, multi-channel strategy is always the best one. This means improving and optimizing your jewelry business’ approach to content, paid ads, social media, email marketing, and video.
Target Jewelry Consumers with Relevant and Informative Blog Posts
Blogs are fantastic supplementary marketing tools, and every jewelry brand or store should consider having one. Not only does a blog serve to drive more qualified traffic to your website, but a regularly updated jewelry blog can also send a message to Google and other search engines that you’re an industry expert.
Want to promote an upcoming product line? Build some hype with a quick “How to” guide on styling your brand’s newest pieces. Looking to highlight your jewelry store’s most popular engagement rings and stones? A “Did you know?” piece on where those stones or designs originated is a great way to engage readers who might be on the fence. No matter what you choose to write about, your jewelry blog is your chance to be cute, creative, and informative with your marketing.
Establish Your Jewelry Brand’s Social Media Presence
Engagement is crucial in the competitive jewelry industry. That’s why it’s important to include a healthy mix of social media marketing, as you want to do everything you can to not only attract new customers but also engage the ones already familiar with your brand as well. This means keeping tabs on your target audience, narrowing down the kind of information they want to see from you, and finding out which platforms your audience prefers to get their information from.
Are they foraging through your Facebook posts to ask questions about upcoming product launches, or are they more interested in your Instagram feed? Is your jewelry brand taking advantage of the viral power of TikTok advertising, or are you more keen to show off your personality through YouTube? No matter where your focus lies, remember to keep your brand voice and tone consistent. If your jewelry brand leans more on the serious and professional side, stick with that voice throughout your content and campaigns. If you operate more on the fun or playful side of things, stick to your guns there too.
At the end of the day, all customers want consistent, authentic, and honest interactions with their favorite brands. Don’t be afraid to show the human side of your business, whether that’s through follower interactions or behind-the-scenes looks into the people who make up your jewelry company. While sales are important, your customers and followers should feel heard, understood, and engaged with the direction your brand is heading.
Increase Your Overall Sales with Customized Jewelry PPC Campaigns
A thorough jewelry digital marketing strategy doesn’t just stop at SEO and social media marketing. You need a custom pay-per-click (PPC) campaign to pair with it. Given that paid ads appear above organic search results, you’re more likely to be the first brand customers see when they search keywords and phrases related to the products and services you offer.
That being said, every jewelry brand is different, so your PPC strategy should be as unique as the products you sell. Engaging, creative copy can work to draw in your target audience and increase conversion rates, as the customers clicking on these ads are already interested and ready to make a purchase. Secondly, PPC ads can generate results in a fraction of the time, giving almost immediate search engine visibility for your brand. If that weren’t enough, PPC campaigns offer the ability to test many different sets of ads simultaneously, giving your jewelry brand direct insights into which set might be performing better.
Partner with the Jewelry Marketing Experts at VELOX Media
All in all, improving your jewelry marketing efforts involves a lot of moving parts that, if implemented properly, can really help you dig into your core audience, define the best way to reach them, and set actionable goals that you can build on over time. While the above recommendations might sound time-consuming, they’re made infinitely more manageable when you work with VELOX Media, an experienced and dedicated jewelry marketing agency.
With over 10 years of experience in jewelry SEO, PPC, social media marketing, and other digital marketing strategies, the VELOX team of search marketing professionals has what it takes to help you drive new customer acquisition in this fiercely competitive industry.
Contact VELOX Media, the digital marketing experts, at www.veloxmedia.com.
