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
- Content Marketing – The creation and publication of useful content designed to attract, educate, and maintain your target audience.
- Native Advertising – Also called advertorials, is a type of online advertisement that resembles the editorial content of the website or publication you are promoting.
- 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.
- 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.
- 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.
- Email marketing – A marketing approach that uses email as a way of communicating directly with current and prospective customers; more affordable and extremely targeted.
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 months | Increase 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 months | Increase 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/discounts | Increase Local sales by 50% in 6months |
| Brainstorm a new range | Design a new collection for 2022 |
| Reach 25 existing clients in 3 months | Increase 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.
- 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.
- 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.
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
