The global jewelry market is booming right now, with a projected growth of $308.36 billion by 2030. So it is definitely a profitable business to be in. However, such a large market means customers have plenty of options to choose from. You might find that marketing your small jewelry business in a sea of larger brands is an uphill battle.
If you’re wondering how you can promote your business so that customers find and choose your jewelry, keep reading. We’re going to touch on some jewelry marketing ideas that can help you stand out from the competition.
What kind of jewelry items do you offer? Are all your pieces handcrafted? Do you use fine materials, or do you specialize in lower-cost fashion jewelry? Are you keeping up with the trends or sticking to the classics? Once you nail down what your niche is—and in turn who your customers are—you’ll find it much easier to market your products.
Now that you know what your niche is, think about the “why” behind it. Creating a compelling brand story that can evoke emotions from your customers can be an integral part of your marketing strategy. Since jewelry isn’t a necessity, convincing someone to buy it may come down to great storytelling. Show them why they want it with photos, graphics and words. 95% of purchasing decisions are made in the subconscious mind, so tying emotion to your brand can motivate customers to buy and generate brand loyalty.
Social media has become an incredible tool that small businesses can use to generate brand awareness. When you have a strong social media presence, it can make it easier for potential customers to find you and engage with your content. Hopefully then converting them to make a purchase. There are several different strategies you can use when creating a social media campaign. These can include influencer marketing, targeted ads, explainer videos and user-generated content.
Leveraging influencer marketing can help get your brand in front of a lot of eyes quickly. This also doesn’t have to cost a lot of money. Some micro-influencers may promote your business in exchange for free products or just a small fee. When seeking out the right influencer, try to look for accounts that match your brand’s niche. This will get you in front of the same kinds of customers you’re trying to attract.
Another great jewelry advertising idea is utilizing targeted ads to get your brand in front of the right customers. You can run these on a variety of social media platforms to introduce your business to prospective shoppers. The way these ads work is by using data collected about consumers. They look at demographics, browsing history and web interaction to make sure they’re serving up the right advertisements to the right audience. Check out RevLocal’s paid advertising page for even more info.
Now that you have a couple of ways to grow your followers, you want to make sure you’re creating content that keeps them engaged. Explainer videos about your products, or jewelry in general, are highly effective because viewers retain 95% of information in videos. There are various topics you can cover in explainer videos. Like different metal types, how to identify types of stones and beads, or how to measure your ring size.
Creating explainer videos can take a lot of time and effort, so make sure you have other types of content that you can use in between. User generated-content—content created by your customers—is great because not only does it take very little effort on your part, it acts as social proof of your brand. In addition, it fosters a sense of loyalty and belonging among your existing customer base when they see their content on your feed.
Ok, you’ve gotten your brand in front of customers and drew them in with your social media content, now they’re on your website to make a purchase. Don’t let them lose faith in you now. Give them a shopping-friendly website that makes buying your jewelry a breeze. Your website should be easy to navigate, display quality product photos and descriptions, and offer multiple payment options to choose from.
You can create an immediate impact on your website by investing in high-resolution product photos. 75% of buyers rely on product photos when purchasing items. This is especially true for jewelry items because people buy them because they’re pretty. You can further support those great photos with quality product descriptions. These can include exactly what the jewelry is made of, measurements and even suggestions on how to style it. When great photos and descriptions are used together, customers feel comfortable knowing exactly what they’ll be receiving.
Creating great content is one thing but putting it all on a well-designed site is another. There are several different types of website builders you can use and with a little time and effort, you can create a shopping-friendly website full of your jewelry. If you’d like to simplify that process, check out RevLocal’s website services. We can create a responsive website for you that is not only optimized for SEO, but also for your customers. It’ll be created with your jewelry business in mind and have everything your customers are looking for.
Introduce your small jewelry business to local clients by setting up at community craft fairs, makers markets and pop-ups. This is an especially great idea if you don’t have a physical store but can definitely still be utilized if you do. The customers attending these events are already the kind you want to attract, so all you have to do is set up an inviting display to advertise your jewelry. This also allows you to speak directly with potential customers and let them know how your products stand out from competitors.
Another important aspect of your jewelry marketing campaign is gathering customer reviews. Positive reviews can increase customer spending by 31%. But having a significant review base can impact your jewelry business in ways other than customer spending too.
Showcasing reviews increases trust in your brand. Being able to make an informed purchasing decision based on the previous experience or opinions of others is important for new customers. The more reviews they see, the more comfortable they’ll feel with their decision. A strategy like sending automated emails asking for feedback once a customer makes a purchase is a great starting point.
Reviews can also impact your search engine rankings. Google looks at the number and overall ratings of reviews when determining the ranking of a business in local search results. That means not only is your reputation growing, but your visibility as well.
One way to ensure the reviews you collect will be positive is to offer excellent customer service. Sure, the quality and design of your jewelry are also extremely important, but your service is what helps give you the edge over other jewelry brands.
There are tons of different ways you can provide over-the-top service to your clients. Just to name a few: offer easy returns or replacements, give prompt email responses, have a local pick-up option and include hand-written thank-you notes or freebies (like stickers) with orders. Any little thing that will make your customer feel appreciated when receiving their order can go a long way. After all, you do appreciate them for purchasing from your small business!
The jewelry industry can be a tough one to break into but it’s worth your time if you’re passionate about it. Leveraging your social media, the right type of advertising, customer service and the other jewelry marketing ideas listed here can help your business stand out against the competitors. It’s helpful to think about how your jewelry is unique and what types of customers you’re looking to attract when implementing each of these tactics.
RevLocal realizes that small jewelry business owners like you may not always have the time or resources to handle marketing along with the day-to-day functions of owning a business. Our digital marketing for jewelers can help you achieve your goals.
Mideya Kinney, Junior Content Writer
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