Jewellery is the great way to accessorize and to bring out the personality. Handmade jewellery stands out from mass manufacturing jewelries by its sentimental significance and genuine feelings.
Until today handmade jewellery displayed only on special occasions but now it shouldn’t be limited to those occasions.
With new market places such as online shops and DIY blogs opening up, handmade jewellery is becoming more popular and marketable than ever.
If you are a small handmade jewellery business owner who is looking to flourish your business, stick with us to find out some specific step to step guidelines.
Jewellery Marketing Digitally
Social platforms such as YouTube, blog, Facebook, Instagram, Tik Tok opened the gate DIY business owners. In advance of the digital content, people started to attract more to handmade jewellery. So let’s see how many opportunities those sites can give us to reach our potential buyers.YouTube –thousands and millions of people are watching and following handmade jewellery videos on YouTube channels. The following data are from 2021.
Location: USA
YouTube channel name: Bronzepony Beaded Jewellery
Video views: 300k-36M
Subscribers:156K
Location: India
YouTube channel name: DiyArtiePie
Video views: 500k-46M
Subscribers:447K
Location: Canada
YouTube channel name: Beading tutorials
Video views: 1K-1M
Subscribers:265KInstagram according to the US statistics 71% percent of businesses use Instagram.
Instagram account: Tinkearrings
Followers: 27.6K
Instagram account: Larissaloden
Followers:23.7K
Instagram account: Alinaespinal.ewellery
Followers:73.2K
There are millions of handmade jewellery business owners on these social media spaces and we only saw a sneak peek of them. Let’s move on to where you should start to build your presence and establish your digital marketing strategy.
There are seven steps that you should make to successfully start your digital marketing.
Step one: Measure your current success in the market.
Without knowing your current position you can’t go further. If you don’t know how to do it don’t worry, I have a secret tip for you! There are many paid and free analytic tools based on your preference and social websites. Let’s take a deep look into mostly used and highly engaged social media which are Instagram and Facebook.
Instagram analytics
- If you are a more Instagram-based business owner then you can use Instagram’s own business account. In order to use this, you have to change your Instagram account into a business account.
- There are also paid analytic tools to help you measure your current digital footprint such as www.Hootsuite.com Since it is a paid tool it has some analytics features that Instagram business account could not offer. Such as the best time to publish a post on your Instagram, analysis of customer’s response and most importantly past history of your Instagram performance.
Facebook analytics
- Same as Instagram Facebook has made a lot of improvements and developments on its business insights part. Facebook business suite is designed for business owners to help them get detailed reports about their performance such as audience, content and trending posts. There is also an Ads Manager tool on Facebook which helps you to create advertisements on Facebook and get the report on the campaign and marketing results.
- If you are willing to pay for upgraded analytics tools then Hootsuite also works best for you.
Step two: Identify your goal
Now you know your current situation and your performance outcomes. It’s time to set your goal within the next period of time. Tips for setting your goal:
Be realistic:
Social media marketing tools are not magic wands. It takes time to succeed in the digital environment. So setting realistic goals help you to keep on track. Set your goals monthly or biweekly whichever seems doable to you in short term.
Be specific:
Make a detailed note of what goals are you actually looking forward to achieving. Is it increasing Instagram followers or improving content engagement or increasing positive reviews or feedbacks. Being specific with your goals will help you set up a successful strategy to crush them in the long term.
Short term goals:
- In 2 to 3 months attract as much audience as can.
- To get more and more subscribers on social media channels.
- To launch as much content as can.
- To release some of the designs which serves the purpose and attract audience.
Long term goals:
- In 4 to 6 months to have some of the selling.
- To get more likes.
- To get more of the good reviews.
- To have queries from the customers.
Step 3: Identify your target audience
Digital Marketing opens the stage full of audiences with different interests and needs. Thus, identifying your target audience who are craving or might interest in your business helps to save tons of time and money. Keep them engaged and build your loyal customers!
Step 4: Choose the ideal marketing platform to engage or attract the target audiences
Content marketing is ideal to engage the audiences online. It helps to create creative images, videos and posts which can be really effectively made and also can engage lots of audience.
According to the target audience mentioned above, the most suitable platform should be selected. In case of jewellery, there should be several ads and posts which should be put up on different platforms like:
Facebook: Several posts, pictures, stories and videos are helpful which gives the background and making of jewellery pieces can attract a lot of audience.
Instagram: Reels, stories, posts can really highlight the products which are being offered.
Google Ads: They will really help in the search engines as people first use search engines to look up for any item.
Step 5: Search Engine Optimization
Website making
It is very important for a brand to establish a website which really helps in the authenticity and originality of the products. There are lots of domains which offer to create a website for a company or professional web designer can be hired to do so.
Search Engine Optimization (SEO)
After creating a website it is very important to have some characteristics which help in engaging the customers and persuade them to keep coming back. Also, it should have stand out factors which help to be in the top searches of search engines. It enhances website visualness, conversion rate, user traffic etc.
Some of the important characteristics which helps in increasing SEO are:
- Creating quality content which is creative and appealing to customers.
- Make the website user friendly.
- Add authentic and genuine links which helps in appearing in more searches.
Step 6: Keeping track
Google My Business
Create google my business account linking with the brand authentic email id. It will ask you for the following components which should be effectively made for the verification:
Name: A strong and powerful yet distinctive name of the business
Address: An authentic address should be decided which can be called the official address of business.
Phone number: An official contact number is must which can be used and can be contacted by anyone regarding sales or legal issues.
Website: An official website can make the accessibility, listing and sales of the products really impactful.
Description and category: A well written description which is short, purposeful and to the point leaves a powerful yet positive impact on customers. Also the category of the business is yet to be decided which can be fashion, living, education etc.
Google Analytics
After creating a website and trying to rank higher in SEO, it’s very important to keep an eye on the traffic, audience reports, flow visualization and making custom reports. It helps to get to know how much traffic and users are visiting the websites, making purchases and also what are their reviews if you have turned on that option.
It will help to get to know the customers so make sure to open the “contact us” option as well as the “review” option.
Key Performance Indicators (KPIs)
At the end, it is essential to keep check of the goals and objectives that are met or not, especially long term goals. There are several indicators which help to do so. We can keep track of them by:
Revenue Growth: It refers to the increase in the revenues company is generating.
Revenue per client: It is the average amount of revenue a company is generating per customer.
Profit Margin: It refers to the financial metrics and the percentage of profit and loss.
Client retention rate: It tells how many customers a company grabs in a certain amount of time.
Customer satisfaction: It shows the rate of how satisfied customers are with the help of reviews and ratings.
Step 7: Have a positive insight
Feel happy with your results and keep your actions. It is very significant to be consistent and be happy even if the business is not getting a good response in the beginning.
As every individual has different choices and with lots of options in the market it is very difficult to get a significant position.
As there are alot of well established brands, which can be taken as competitors but they started small too. SO creativity, content, design and keeping track are major characteristics to get highlighted.
So why wait and get on with it!
The Authors
Anum Tariq
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