The landscape of jewelry marketing has changed swiftly in the last several years. As retailers become less central and specific product lines become more important, brands have to be more flexible and quicker at reading trends. From focused strategies for jewelry websites to the precise construction of jewelry promotions, there are certain ways to help you take advantage of this rather unpredictable landscape.
Today more than ever, people are teaching themselves to see through advertising. They're better at picking apart motivation, graphic art techniques, virtually everything when it comes to how ads are constructed. This is especially true for younger generations.
The only bastion left in advertising is repetition, but if anything this has become more effective in an environment that's so saturated in information. When our brains take in 20 ads in the space of a minute, repetition is the most effective form of advertisement today. You can see that represented, for better and worse, in a great many facets of our culture right now.
Don't assume people have seen an ad enough until they can recognize and recall it.
2. Personality, Not Brand
People trust is personalities, not companies. This is why brand ambassadors have become so important.
Those who are contracted to advertise a brand can successfully do so while being transparent that they're working in an advertising capacity. Get that out of the way first instead of trying to distract from it.
3. Give Them Something to Read
People still read. In fact, with the amount of time spent online, they may read more than ever. People are willing to plumb down into jewelry websites to see what they say or what perspectives they hold. They're looking for something to identify with first and foremost.
Don't write encyclopedias, but do upkeep regular newsletters and blog posts. You can do these yourself or outsource them, but whichever way you go, try to hold a certain standard to them and make sure you interact with every comment that's made. This makes people feel engaged with your store.
4. Do Giveaways RightA large segment of your visitors will be those who really want to buy something but can't legitimize the purchase. It's too expensive and there are everyday needs they need to take care of first. That's a real concern on their part, so never challenge it. That can damage your brand in a heartbeat.
Instead, what you can do is look to involve them in other ways. Do a giveaway where the people who have long wanted to buy something might win it for free. All they have to do is like your page on Facebook, or share an Instagram post or a Tweet. (Make sure you have a way to measure this beforehand.) This helps you because it boosts your advertising reach by utilizing their reach. Whoever wins gets something they've dreamed of owning.
5. Wishlist It
Wishlists are very effective. These are lists that customers can create on your website and access through their profiles. This may require a more complex website set-up than you currently have, but it's worth looking at. The advantage of wishlists is that people can share them and they'll visit them again and again.
This is a step beyond personalization because it's not your store suggesting what an algorithm thinks they might like. Instead, it's your customers selecting what they know they'd like and saving their choices. Remember what we said about repetition? It also enables customers who know each other to look at each others' shared lists and gift each other with purchases they know someone will like.
6. Balance Promotions Against Devaluation
Focus jewelry promotions and sales on major jewelry holidays and a select few other timeframes. Make each sale different so that it's not just the same product and the same promotions featured in each sale.
Whenever you do deep sales on a specific product or product line, give customers teasers beforehand so they know what to anticipate, but after the sale's done, don't repeat that deep sale for a good, long while. If you repeat a deep sale on a specific product too often, that product and its line can become devalued.
If customers are following you (and the ones who do will be your best customers), they'll begin to think of those particular products as holding less value. They'll start to wait for the sales so they can buy products at that decreased value, and they'll think of your jewelry as deserving lower price points.
Jewelry promotions should each be unique and each have their own flavor. If they're all too similar, the regular price will be replaced in customers' minds by the sales price.
7. Update All the Time
Whenever you have a new product, feature it. Too many storefronts online fail to feature their newest products, or one new line may push another new product to the side. Schedule new products and tease their arrival out ahead of time. Write a blog post about them. Link them in your newsletter and talk about how excited you are for them.
New products are the heart of what keep your best customers engaged with you, and this creates loyalty over time.
8. Tease Everything Ahead of Time
You'll notice the word “tease” more than a few times here. A tease isn't a full-blown advertisement. You don't have to spend much money (or any at all) on it. It's essentially an advertisement for an advertisement.
If the first time your customer sees a new item is during its launch, then the window of time where they're most enticed to purchase it is conflicting with the window of time where they're getting over their own resistance against purchasing it. By teasing an item out, you get them excited about it before it arrives.
People love it when their favorite brands collaborate. Even when they've never heard of the other brand, if they like the first one, they'll put real effort into liking the new one. Collaborations show your community that there's something new on the way and that fresh ideas are constantly pouring in. It also shows them that other brands are interested in the quality of your jewelry. This reinforces your brand's value in customers' minds.
Collaborations can also be really slick and unique. Collaborate with other designers, with other retailers, with musicians and artists. Be as creative as you can. And of course, tease the collaboration.
10. Be Active on Social Media
Be present on different social media platforms. One post can be adjusted quickly to fit on multiple different websites. Only 10 people are following you this week? That's fine, don't close everything down. Just focus on delivering consistent material. Those follows will increase up over time.
By the same token, don't rely only on social media, or have your heart set on one platform over others. Find what works. Maybe you'll take off on Instagram, but not on Facebook. Or maybe your Facebook following will expand rapidly and Twitter doesn't work out. Follow what evolves and delivers results. Just because another jewelry website does it one way doesn't mean that's your path to greater success.
A Parting Thought
The most successful jewelry websites are often the ones that check off all the basics and then do something incredibly unique that no one else has thought of doing. Get good at these steps, and then create the next one.