In 2019, well before the pandemic, 90% of shoppers were starting their buying journeys online. While luxury buyers have some unique shopping habits, they are no exception. Though diamond and jewelry customers often walk in-store for the final purchase, they first turn to search engines, websites and social media to compare prices, promotions, and product details. Digital channels are tightly woven into the fine jewelry customer journey – and independent jewelers who ignore these channels risk being overlooked altogether.
To remain relevant and reach your customers where they’re at, it’s time to get comfortable blending online and offline channels throughout the buying cycle. But before you become overwhelmed by the dizzying array of digital marketing channels to choose from, start by identifying the top channels at each stage: attraction, consideration, conversion and retention.
Be Available Throughout the Customer Journey
To reach customers you don’t have to be everywhere, but you do have to be easy to find and contact. This means focusing on popular channels that serve as key touch points across the buying cycle.
“Most importantly, you need a robust website and online inventory to support the crisscrossing journey from social media to your website to review sites and back again,” says Asaf Herskovitz, CEO GN Diamond. This is where Diamond Hunt, GN Diamond’s white-label online inventory search portal comes in. “Diamond Hunt is easily integrated with your website and customized to your branding and markups, so shoppers can seamlessly browse and compare diamonds,” says Herskovitz.
To ensure buyers make it to your website at all, make yourself reachable through at least one key channel at each stage of the customer journey:
- Attraction – At the awareness and attraction stage, prospects are looking for helpful content to answer their questions and guide their next steps. Offer captivating educational content through your blog, guest blogging, or targeted search engine or social media marketing.
- Consideration – In this stage, buyers are now evaluating options and trying to pick the best solution. Content here should go beyond high-level education to explain why they should choose you. Engage customers at this stage through your blog, email, or high-quality organic social media content.
- Conversion & Retention – Be prepared to close sales and hold customers’ attention with delightful content aimed at celebrating their purchase and offering even more value. Tips for jewelry care, ongoing promotions, and more can be delivered through email, live chat, and retargeting search engine and social media campaigns.
GN Diamond Enhances Multichannel Marketing
“GN Diamond’s free marketing tools and platform enable you to optimize your online presence for the modern jewelry shopper,” said Herskovitz. “It’s about bringing your own unique, independent brand straight to customers that sets you apart from online competition as well as large chain stores.”
Ask a GN Diamond representative how you can boost your online presence and add an extensive diamond listing to your website with powerful features, such as diamond certification, light performance, brilliancy scores, and 360-degree video. For more information visit www.gndiamond.com or contact them 7 days a week at sales@gndiamond.com or 800-724-8810.
