Have you ever been to a jewelry store where a salesperson follows you wherever you go? And, as if tailing you is not enough, have you also met aggressive sellers pushing you to buy pieces to meet their sales quota?
As a jewelry store owner, you could be better than that! Thanks to a strategy called Content Marketing.
What is Content Marketing?
Content Marketing is the subtle art of promoting your jewelry store by creating relevant content about the products and services you are offering.
By content, we mean photos, videos, blogs, posts, or even podcasts. Content can be anything as long as it establishes the authority of your products and promotes awareness of your jewelry business.
If you’re familiar with the #TellMe challenge, this is how content marketing works in a nutshell. It’s telling your potential market how fantastic your products are without actually revealing that they are amazing.
Why does Content Marketing for jewelry stores work?
Content Marketing works for jewelry stores because it allows buyers to make informed decisions before purchasing jewelry pieces.
Imagine a couple buying their wedding bands which they’ll use for years. Indeed, they can’t pick just any ring for this. And that’s where your Content Marketing groundwork can be of use.
In a way, Content Marketing can also empower your customers since they call the shots based on the content you provide.
Why do you need Content Marketing?
- Users will stay longer on your website.
Be it in business or life, you can’t force someone to stay. Definitely not a customer! But the good news is you can make them last, even just for a while.
When done right, content marketing can help reduce your website’s bounce rate or the percentage of visitors leaving your site after viewing a single page.
- Build User Trust
Content Marketing establishes your credibility as a jewelry store business and promotes trust. After all, doesn’t a full disclosure of your products and services or quality content make you deserving of the trust? Building user trust all boils to keeping things real, simple and consistent.
- Build Brand Awareness
Your brand is more than your business name. It’s about the cause of your business and what your products are all about.
Brand awareness is important because it attracts your target market. What you perceive is what you’ll become! So, make wise choices with the kind of branding you want for your jewelry store.
- Helps Increase Sales and Leads
Content Marketing can help boost a single jewelry product’s marketability and that of complementary pieces or services. For example, you may also sell silver cleaner along with a silver jewelry item.
Content Marketing can increase your sales in the long run, but you have to trust the process.
- Improves Site’s SEO
Search engine optimization (SEO) is the process of optimizing your content for Google or enhancing the search engine’s readability.
Content Marketing helps you improve SEO rankings. It can also assist you in finding the right balance between keywords and enhanced user experience, which are necessary for topping Google page results.
Content Marketing is the subtle yet firm art of advertising your jewelry store. Needless to say, there is no room for pushiness here.
As Stephen R. Covey, a well-known American author said: “Human beings are not things needing to be motivated and controlled; they are four-dimensional – body, mind, heart, and spirit.”
Therefore, your job (or your store marketer’s) is to appeal to all of these dimensions with class and integrity.