As you build your sales channels, you should also begin to define your brand identity and develop a small-business marketing plan. A logo is an excellent place to start, and it’s crucial for establishing your company’s appearance. If you don’t know where to get started on designing one yourself, there are plenty of logo design services online.
For every starting jewelry business, finding potential consumers to make your first sale is a task. Target your marketing to the people who are most inclined to buy. While you’re concentrating on growing your client base, establish a multi-channel marketing plan based on the information you’ve gathered, including information on your competition.
You should use as many channels as possible, such as:
Use of social media
Before making a purchase, customers like researching items and reading reviews. You may highlight what makes your brand unique in social media posts. If you’re focusing on sustainability, for example, write about how your items are beneficial for the environment and include relevant keywords in your postings. Post photos and videos of individuals wearing your jewelry while working out.
Marketing via email
Email marketing isn’t dead, despite common opinion. One of the most effective strategies to keep your business front of mind and enhance client retention is to build an email list.
However, be aware that sending too many emails to clients will exhaust your list and result in a high percentage of unsubscribes, so be sure you follow email marketing best practices.
SMS marketiing
SMS marketing is a fast-increasing channel for internet enterprises, despite its immaturity. You can almost ensure that everyone on your SMS subscriber list will receive your messages and promotions with open rates as high as 95%.
Advertising that is paid for (Google, Facebook, and Instagram)
Many of today’s largest direct-to-consumer e-commerce companies grew out of ad campaigns on platforms like Facebook, Instagram, and Google Ads. Although advertising costs are continuing to rise, it is still a viable channel for jewelers.
If you want to run advertisements, take the time to fine-tune your audience targeting so that your ads are shown to people who are most likely to buy. Also, choose your channels carefully — what works well for other brands may not work well for you.
Make reviews a part of your marketing strategy
Testimonials and product reviews are crucial parts of your jewelry marketing strategy. As humans, we have a natural tendency to rely on our peers for information.
Researchers discovered that when people are given two similar products, they are more likely to buy the one with more reviews, even if the less-reviewed option is of higher quality.
Reviews can provide shoppers with a sense of confidence when making a high-consideration purchase like jewelry. Reviews are one of the most useful tools for ensuring that we will be satisfied with our purchases.
Reviews can be used in a variety of ways to help you market your business:
- Your website has been highlighted.
- Part of a hashtag campaign on social media.
- It’s in the ad copy.
- It was included in a buyer’s guide.
- In an email marketing campaign, it was highlighted.
Meaningful stories that are relatable and enjoyable to relieve are included in the most impactful reviews. The brand’s purpose is to facilitate peer-to-peer discussion.