It feels like local fine jewelry retailers are a little late to the digital marketing party. It’s easy to understand why…
If you’ve been in business for a long time, you know what has worked for you in the past and it’s a little scary to think about diverting money away from those things into digital.
If you’re new in business, you know you’ve got to get digital marketing right, and quickly.
This guide will help make that easier to do.
You see, over the last few years I’ve noticed many good jewelers are missing 3 key elements in their digital marketing.
The scary thing is that these are 3 of the MOST IMPORTANT strategies there are. Hands down.
So please, stop for a few minutes and read this guide. Share it with your team. And if you need help when you’re done, that’s what I’m here for.
Jewelry Marketing Specialist
Secret #1 – Groom Your Staff to be Content Curators
Jewelers know they need digital marketing to stay in touch with their customers. But what exactly are you saying when given the chance? Are you training your customers to wait for a sale with lead forms like this?
Or, are you developing relationships with customers so when they’re ready to buy, they think of you first because of content like this?
Your Content Marketing MVP
When it comes to creating great content, your best resource is right there on the showroom floor. Your sales consultants hear from customers every day. They know what your customers are asking about, what makes them anxious, and what makes them happy. Plus, they have amazing stories.
Get your staff involved with the content creation process.
No, they don’t have to write blogs, social posts or emails. But they can share what’s happening on the floor and give you the raw material for digital campaigns that your customers want to see and brings them into the store.
Give that material to your writer and agency and see what happens. It’s the difference between “good” and “great” when it comes to digital marketing.
Secret #2 – Devote Time to Writing Amazing Headlines
Headlines are the red-headed stepchild of digital marketing. But don’t feel bad… this problem isn’t limited to just jewelers.
People agonize over images and content only to slap a quick, boring headline on a piece of content – thus ensuring it never gets read.
Here’s a quick test:
Which headline would you rather share on your Facebook page:
Mistakes to avoid when shopping online for jewelry
A guy bought an $8k diamond online that he didn’t like – here’s what happened next
And guess what, this headline was only possible because a sales consultant on the floor was a content curator (he told us the story)!
Take the Headline Challenge
Here’s a skill we picked up from the online heavyweight site Upworthy. Instead of just finishing your content and writing 1 headline, write a bunch!
Look at them for a while, then pick your top 2-3 and put it in a headline testing tool like this: https://headlines.sharethrough.com/. Then refine it a little more. Don’t just write the first headline that comes to mind. You’re wasting valuable real estate.
Secret #3: Facebook Remarketing Is Where the Money Is Made
Jewelers are obsessed with Facebook & Instagram. But what exactly are you doing on those sites? Most jewelers are busy creating content, sharing images & boosting posts. Those strategies are OK, but here’s the 1 social media strategy where all the money is made: Facebook Remarketing.
It’s the lowest price advertising you’ll ever do with the highest ROI.
Facebook Remarketing Tips
Facebook Remarketing allows you to serve ads to people on Facebook or Instagram because they visited your website. You can determine how long of a period to serve them ads.
Think about it. People are on Facebook to have fun. But if they happen to come across your post or ad and visit your site, they’re probably not ready to buy right then and there.
That’s when remarketing comes into play.
Here’s the truly magical part: you can also serve them ads based on which pages of your website they visited!
Ways to leverage remarketing include:
- Visits to specific categories of jewelry (engagement, studs, bracelets, etc.)
- Visits to special event pages
- Add to Cart or Wishlist (but did not checkout)
- Ads to past clients or those on your newsletter list
Customize your Facebook remarketing to create a true buying funnel and you won’t believe the results!
What Will You Do Next?
We hope you will put the content in this guide to good use. If you would like some help implementing these strategies in your business, or have any questions, please click here to book a time to talk with me!
Andre’ Savoie has been helping upscale retail clients & jewelers embrace and implement digital marketing for 12+ years. If you’d like to learn more about High Level Thinkers, click here to find out what they believe.