Skip to content
Menu
International Institute Of Digital Marketing™
  • LEARNING LEAF
  • CERTIFICATIONS
  • UPCOMING EVENTS
  • IIDM LIBRARY
    • IIDM English Library
    • IIDM GERMAN Library
    • IIDM RUSSIAN Library
  • CONTACT US
International Institute Of Digital Marketing™

A Brilliant Digital Marketing Strategy for Jewellers

Posted on August 25, 2021September 12, 2021

The precision in manufacturing a brilliant cut diamond will result in a timeless investment. Similarly, this Digital Marketing Strategy will be a timeless investment for your Jewellery company.

In this strategy you will learn how to digitally market your jewellery business and build a solid foundation and consistently keeping your business current during an pandemic while generating revenue.

6 Disciplines of Digital Marketing

  1. Content Marketing – The creation and publication of useful content designed to attract, educate, and maintain your target audience.
  2. Native Advertising – Also called advertorials, is a type of online advertisement that resembles the editorial content of the website or publication you are promoting. 
  3. Pay-per-click (PPC) Ads – Paid advertisements will appear at the top of search results. Advertisers will pay each time a user clicks on one of your ads; it will appear on search engines, or on different social media websites. 
  4. Search engine optimization (SEO) – This is the practice of improving a website so that it becomes search engine friendly and brings organic traffic to the website. 
  5. Social Media Marketing – The practice of promoting a product or service on social media platforms. This is typically done through a social media management platform.
  6. Email marketing – A marketing approach that uses email as a way of communicating directly with current and prospective customers; more affordable and extremely targeted.
Credit to Tiffany Marx – Inspired Jewellery

Digital Marketing Strategy

  • Start Reflecting: The ideal buyer persona is a detailed description of someone who represents your target audience. It’s based on market research, which include actual data about your existing customers, and a few (educated) assumptions.
    • Demographic details 
    • Specifics 
    • Goals 
    • Pain points
    • Buying Patterns
  • Identify Your Goals:
    • What is the brand goal? Defining them is a main task when it comes to any Marketing Strategy. 
Short Term Goals (A week to 3 months)Long Term Goals (3 months and longer
Increase Local audience by 5% in 3 monthsIncrease International audience by 5% in 5 months
Increase Instagram followers to 8000, in 3 months (currently 7468)Increase Instagram followers to 10 000, in 6 months
Increase Facebook followers to 3000, in 3 months (currently +-2700)Increase Facebook followers to 5000, in 6 months
Increase Commission Designs by 3% in 3 monthsIncrease Commission Designs by 6% in 6 months
Launch Shopify Site in October (+-2 months time)Increase International sales by 30% in 6 months
Create a database from existing clients for newsletters about Shopify Launch/discountsIncrease Local sales by 50% in 6months
Brainstorm a new rangeDesign a new collection for 2022
Reach 25 existing clients in 3 monthsIncrease the conversions on the website by 20 percent in the first quarter of 2020.
Create a new reel every 2nd week
  • Monitor and Improve:
    • Gaining constant insights & analytics in weekly reports – Also use built-in Analytics for Instagram, Facebook Business Page, and Shopify.
Credit to Google Analytics
  • Look at your Competitors
    • @dearrae
    • @annarosholt_jewellery
    • @merakijewellerydesign
    • @famkejewellery
  • Identify Customer Pain Points 
    • Identify and improve customer experience by constantly checking reviews, asking the right questions in polls, and monitoring your competitors. 

The Reputation of the Company:

  • Online Reputation Monitoring – Monitor what has already been said.
    • Identify opportunities to get involved.
    • Control small customer service issues before they get out of control. (Feed Reader, Google Alerts, Yahoo Alerts, Social Mention, Trackur.)
  • Dive into Conversion – If there is not much, time to get involved.
    • It builds credibility and strengthens rankings in search engines.
    • To achieve this; make podcasts, make videos, create a personal blog on Tumblr. 
  • Prevent Reputation Problems – Monitor to prevent potential problems using social media management tools.
    • Be prepared to respond to criticism within the same week. (HootSuite, EasyTweets, SocialStream, and Atom)
    • Respond to customer service inquiries and defuse negative comments.
    • Be accessible on all platforms.
    • WhatsApp Business Account can improve your customer service.
Credit to HootSuite
  • Content is King:
    • Stay consistent in posting high quality content.
    • Reviews online enhance credibility, improve ranking and conversions.
    • Schedule mixed posts at least a week in advance (Facebook is 8:00 AM to 12:00 PM on Tuesdays and Thursday, Instagram is 11:00 AM on Wednesdays.)
    • Involve customers by reposting their stories about the company.
    • Create a newsletter about Website Launch using Mailchimp; design templates, monitor client behavior and optimization. 
    • Create reels & stories to stay relevant on the Instagram algorithm.
    • Create Call-to-Action (CTAs) on each landing pages
    • Engage with the consumers – 20% of stories need to be interactive.
  • Mobile optimization
    • Lower your content resolution to effectively be displayed on small screens and portable devices. This will accommodate for low memory capacity and low bandwidth. 
    • Register for ‘Mobi’ to create a user-friendly version of the website. ‘MobiReady’ will check the mobile-readiness of your site. 
    • Develop a Mobile Strategy by analyzing with Google Analytics referral and keywords data. Monitor what devices your target audience.

Conclusion:

Imagine your Digital Marketing Strategy as a multi faceted diamond. Each facet reflects a new opportunity to make your business shine even brighter.

“No words for this knockout engagement ring… the most exquisite ultramarine hued 4ct Aquamarine flanked by matching white Emerald Cut Diamonds” – https://www.instagram.com/tiffany_marx_/

Authors:

Kallen Townsend and Rachel Kemp are completing an Online Digital Marketing Internship through the International Institute of Digital Marketing.

For more information, visit thedigitalmarketinginstitute.org

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

©2023 International Institute Of Digital Marketing™ | Powered by SuperbThemes & WordPress