From jewelry store marketing to marketing jewelry online, there’s NO end to the list of fancy marketing strategies available today…
But if your store looks empty, or your sales lack luster, why not grab a handful of proven jewelry marketing ideas so you can easily increase your leads and sales?
That’s why we put together the best 26 jewelry marketing strategies here for you — have at it!
1. Become the #1 jeweler in your area by creating name recognition
Having an attractive logo professionally designed for your jewelry marketing works for 2 reasons:
- It helps you look like a professional trustworthy business
- And it creates name recognition.
Both of which amount to MORE customers!
Something like this:
Put yourself in your prospect’s shoes for a moment…
Imagine you’re wanting to purchase an engagement ring for your fiancé.
You find 2 jewelry stores, and one has a tattered old sign in their window that says:
And another store has a beautifully designed, classy logo donning its window and website.
Which one are you going to spend thousands of dollars with for the ring for the love of your life?
The one that LOOKS professional and legit.
And an aesthetic logo doesn’t only communicate that your jewelry store is credible…
You can use that logo on your business cards —
A vital promotional item you should ALWAYS have on hand.
And just like your logo being well done, your business cards shouldn’t be the cheapest you can find…
Because your jewelry store marketing factually tells your customers how much you care to get their business!
Here are a couple places to get unique business cards you can customize with your logo:
And when you give out your business cards to anyone you meet —
Make sure you’re WEARING your jewelry because that’s the best (and cheapest) way to show off your gorgeous products every day and everywhere you go!
You can take your logo one step further and have it put on multiple promotional items to easily (and inexpensively) boost your business’s branding and professional look.
Those prices are DEFINITELY worth it for constant branding!
And that’s what you want:
To be seen in the best light possible – speaking of which…
2. Invest in high-resolution photography
Showing off your jewelry isn’t just a matter of having photos —
You need HIGH QUALITY photos to capture the intricate details of your diamonds and gems.
This point can’t be overstated; that’s why it’s second on this list.
Photos that clearly SHOW the quality and beauty of your jewelry will make your jewelry store marketing much more effective because prospects will instantly be able to SEE that you have something worth buying.
Your photos can be used everywhere you market such as:
- Your direct mail marketing (#6)
- Your website (#9)
- Social media posts (#7)
- eBay, Amazon, and Etsy (if those make sense for your store)
- And any signage or other promotion you do.
And good news for you:
It’s easier than EVER to get gorgeous photos in the event you can’t hire a professional product photographer.
Here are some tips for jewelry marketing photography:
- Arrange for BRIGHT lighting
- Get a simple monochromatic background
- Focus on the details of the product (gems, tiny diamonds)
- Get several shots (so you have choices)
- Opt for the HIGHEST resolution setting (which will enhance detail)
But if you have a bit of budget to spend on a product photographer (to save yourself time), you can find one on Photosesh or Smartshoot where you can find someone local and see reviews and samples of their work.
3. Create a special offer that generates up to $25,000 more in sales
A special offer that’s targeted to the right prospects (more on that in #5) can work wonders on your sales numbers.
Take this case study of one of our clients as an example:
William Effler Jewelers in Cincinnati, OH ran a postcard campaign promoting a 25-50%-off special offer that brought in an extra $25,000 in sales for their store’s 93rd anniversary sale.
$25,000. Pretty AMAZING, right?
Here’s their postcard so you see their special offer circled:
Notice that HUGE image of that ring (and how it takes up almost the entire postcard)! That’s photography in action from #2!
Here are a few special offers that have worked for our jeweler clients:
- 10% discount on any jewelry (or watch) repair
- 30-60% off everything in stock
- FREE entry to jewelry show
Even more jewelry ads that work include:
- Store-wide sales (for anniversaries)
- Massive sales (for holidays — 30-60% off)
- And HUGE giveaways.
A giveaway can be something like this:
FREE sterling silver charm bracelet for any purchase over $125.
Get creative and create a special offer you can use to drive in new prospects (and customers) to buy from you.
Which brings me to this:
4. Market EARLY to generate $22,000 more in revenue
People buy jewelry at specific times of year, namely:
- Valentine’s Day
- Mother’s Day
- December holidays like Christmas
So you want to start marketing minimally 6 weeks in advance of these calendar dates to remind your prospects to buy from YOU for these sentimental holidays.
I recommend circling dates on your calendar for the year, giving yourself actual deadlines to order your jewelry store marketing postcards by so you don’t forget — or market too late.
For marketing jewelry online, you can run ads (more on those options later) at the same time you mail your postcards to get your marketing seen in multiple places which means:
Your prospects see your jewelry marketing over and over again and remember YOU when they go shopping.
So the idea is both CONSISTENCY of marketing and done well in advance (NOT last minute).
In fact, when one of our clients diligently marketed their jewelry store, they ended up generating $22,000 in sales.
One of the most important elements of your jewelry store marketing is to WHOM you advertise…
5. Target your ideal prospects to attract 1,000 responses
Everyone may WANT your jewelry, but not everyone is ready and willing to buy it.
You don’t want to spend your precious marketing dollars on promoting to EVERYONE. You want your jewelry marketing to be targeted, meaning:
Target only those prospects who can and WILL buy from you!
Here’s how to do that:
First, look at your customer base — the people who have already bought from you.
Do you notice anything similar about all of your customers? Are they in a certain age range? Do you mostly sell engagement rings?
You’re looking for commonalities so you can contact a mailing list vendor — like Postcardmania — and rent a mailing list of people who are JUST like the ones who’ve already spent money with you.
Here are some characteristics to check for:
- Age range
- Gender (are you selling mostly rings to men, for example)
- Married vs. single folks
6. Use this time-tested marketing tool to generate a 381% Return on Investment (ROI)
Direct mail remains a time-tested jewelry marketing tool — yes, even in our digital age!
Consider these numbers:
- 79% of consumers say they open direct mail immediately
- 54% of consumers say they prefer direct mail marketing the most
Direct mail WORKS.
And the best direct mail to show off your jewelry store marketing?
Using jewelry ads that work — aka: POSTCARDS!
When you send a postcard in the mail, your prospects can see your marketing immediately pop out of the mail stack —
Especially when you have an enticing special offer that can’t be passed up.
Maybe you’re having a storewide sale, or maybe Valentine’s Day is coming up, either way including a special offer isn’t optional for your jewelry store marketing to work —
It’s actually a vital component to your postcard campaign’s success!
After all, if you don’t give your prospects a REASON (like a good deal) to come into YOUR store, why would they?
So here are some special offers you can use:
- Discount on product (coupon or scratch-off, 10%-60% off)
- Secret sale announcement (semi- or annual)
- Giveaways (“Bring in this postcard and enter to win a $2,400 Bellarri!”)
Your special offer can be the difference between a postcard campaign that gives you just a few leads versus one that generates a whopping 381% return on investment and changes your bottom line!
7. Post pictures on your social media profiles & generate visitors to your website
Show off your jewelry and gift ideas on social media where photos reign supreme in getting engagement, meaning:
People LOOK and click when they see images!
Take a look at these statistics:
- 79% of the U.S. population uses Facebook
- 70% of Facebook users login DAILY
- 75% of users take action after seeing an Instagram advertising post
Social media is a FREE way to get your jewelry marketing out so people can see what beautiful items you have for sale, and you can drive clicks from social media back to your website.
Here are some tips on what to post on social media:
- Close-up photos of your jewelry (remember #1)
- Pictures of your shop
- Photos of your team (even if that’s just you!)
- Sales ads (EASY to make even if you have zero graphic design skills)
- Models (or family members) wearing your jewelry
- Contests or giveaways you’re running (to promote people coming in!)
Make sure your phone number, store address, and website are all listed on your Facebook business page so it’s easy for prospects to contact you!
Speaking of which:
8. Update your online listings to reach 93% of online prospects
As many as 93% of all online experiences begin with a search engine, according to SearchEngine Journal.
And while many of the people who receive your jewelry store postcards will search for you by name and head directly to your website (we’ll talk about what happens then in #9), many of them will simply search for what they need, like:
“Best jeweler in [your town].”
And they will see several listings, some of which will be search-and-review sites, like:
- Angie’s List
- Yellow Pages
- Prime Buyers Report
- And other local ones specific to your city!
Make sure you’re listed on those sites — and that your business profile is correct, up-to-date, and filled with beautiful photos of your products —
Or you risk LOSING all of those prospects to your competitors.
Here’s a great example of a thorough listing on Yelp.com:
Don’t just sign up for accounts with these listing sites and think your job is done. Keeping your listing current means setting aside time to upload new photos regularly and asking your happy customers to leave you a review on the site (more on that in #15)!
When you’re done updating your online listings, you need to make sure your website doesn’t shoo away prospects, and here’s why…
9. Capture some of the 95% of leads visiting your website
Your website isn’t just a fancy place for your prospects to visit you online…
Factually, it’s a MAJOR part of your overall jewelry marketing strategy.
Especially when you consider this:
95% of your prospects will visit your website BEFORE making any decision to buy from you (or not).
So your website must immediately communicate the following:
- Who you are
- Which products you sell (and services you provide)
- That you’re a real (credible) business
- And how to find and contact you.
Take a look at this website:
There’s NO doubt when you visit this website:
- That it’s definitely a jeweler
- That it’s called Wolf Jewelry
- They’re high-end
- That they have GORGEOUS products for sale
- How to contact them (just click “Contact” on the right!)
I love their unique logo!
It’s hard to forget a gold-lined wolf — which is exactly what you want your logo (brand) to be:
This website would be even better if there was a special offer visible (remember #3), and if they had a fill-in form so prospects could easily (quickly) contact them — here’s why that’s important:
10. Avoid LOSING 96% of hard-earned leads with fill-in forms on your website
You’ve gone to the trouble and expense to generate interest with your jewelry marketing postcards or online ads (I discuss these in #13 and #16), but again, the MAJORITY (about 95%) of those people are headed straight for your website.
And get this:
96% of those visitors are not yet ready to become customers, according to Kissmetrics.
So what then?
They leave your website and go on with their lives… meaning, they may find a competitor of yours and shop from them!
To get the most leads (and sales) from your jewelry marketing strategies, you need to capture the identity of those interested prospects so you can follow up with them, to keep your business top of mind so when they want a special gift — or need your jewelry repair services — you’re the one they call!
With a lead-capture form, like this:
You can also feature your special offer ON your lead capture form to entice prospects to give you their contact information —
So you can follow-up with them!
Want 20% OFF your next gold necklace? Enter your email here to receive this limited-time offer!
Whether you specialize in engagement rings, selling or buying gold, or watch repair services, your website MUST be equipped with a lead capture form to get more leads from your website.
And when you have those leads?
You need to respond to them BEFORE your competition does…
11. Respond FAST to leads and customers
If you don’t respond quickly to phone calls, emails, and inquiries that come in from your website, you’re leaving money on the table.
Customers today require FAST response and communication, otherwise you risk them finding another jeweler (your competitor).
Make sure you are set up to receive real time alerts for prospect emails as well as contact form (and lead fill-in form — #10!) submissions on your website so you’re on top of responding to leads at all times.
If you post images on your Facebook business page (#7), upwards of 64% of potential prospects may contact your business directly with Facebook Messenger.
So check in to your social media a couple times a day to ensure you’re not missing any comments, messages, or prospects mentioning your business (@yourbusinessname) and how much they love your products!
12. Nail your Google listing to generate FREE leads from Google
Register for a FREE Google My Business account. It’s how you’ll update your Google listing for marketing your jewelry online, meaning…
Your Google listing is what pops up when someone searches for your business by name in Google, where 77% of internet searches happen.
So if someone receives your jewelry marketing postcard in their mailbox, and then they google your jewelry store’s name, your Google listing will pop up, and you’ll look credible and trustworthy to the degree it’s filled out all the way (like the example above)!
Your Google listing can (and should) show pictures of your best inventory plus all information googlers want to see right off the bat. This information gets pulled from data YOU enter in your free Google My Business account.
So you need to make sure you have this data entered correctly, specifically:
- Your business’s actual name
- Address (Google will verify it)
- Phone number
- Hours of operation
- Category of your business.
You’ll also manage and respond to any Google reviews from your Google My Business account — more on why reviews are important in #15.
Again, make sure you keep ALL of your contact information updated in your Google My Business account since inaccurate information about your jewelry store will actually PREVENT Google from bringing up your business in searches. Meaning, your business may end up showing up LESS in Google searches —
Which is NOT what we want considering Google is the #1-used search engine in the U.S!
So if your address OR hours change (like for holidays) make sure to update it in Google My Business!
Another benefit to keeping your business’s information totally up-to-date is you’ll be found easier on Google Maps which is especially crucial for local jewelry store marketing.
If someone uses Google Maps to search for a local jewelry business, your correct and updated information on the internet (including Google My Business) will enable your ranking in Google Maps to be higher than those other jewelers who don’t take the time.
Make sure your business’s contact information is correct on these websites too:
- Other social media accounts
Plus, Google Maps results show up even BEFORE organic results…
Meaning, prospects see Google Maps results FIRST when they search on Google.
See how the first organic listing for a jeweler (in the above search example) comes AFTER those Google Maps results.
Remember that Google LOVES consistency, so just keep your business’s information updated across anywhere it’s listed online and work on getting lots of positive reviews (#15) and running ads — which I talk about here:
13. Attract 75% more of your potential customers with Google pay-per-click ads
As I mentioned before in #8, 93% of online experiences start with a search engine.
Unfortunately, only 75% of those people will scroll past the first page of results, according to HubSpot.
With Google pay-per-click (PPC) advertising, your jewelry ads appear above the organic listings AND Google maps results when people search for your services.
Here’s what I’m talking about:
What’s great about PPC is that you only pay when someone clicks on your ad!
What’s not so great is that it’s complicated, and you can easily waste money on unqualified clicks (when people click on your ad so you have to pay, but they’re not qualified leads who are likely to turn into customers).
With PPC ads, you bid on keywords, like “jeweler” or “jewelry store.” Google AdWords (Google’s PPC platform) will suggest a bid for you, but you can actually bid however much you want.
Your cost per click is determined by many factors — your bid being just one — such as:
- How relevant Google thinks your website is to your targeted keyword
- “Dwell time” on your website (how long visitors stay there once they click on your ad)
- Your conversion rate (how many visitors take your desired action, such as filling out your lead capture form (#10))
- Competition for that keyword
When you’re first starting out with PPC, I recommend setting a budget (say, $15 a day) and playing around with your ads to see what gets the best results.
The most clicks isn’t necessarily the best result. You PAY for each click (hence the name PAY-PER-CLICK). You want to make sure those clicks are converting into leads!
Here are a couple of tips:
- Create a dedicated landing page for each ad that is a clear continuation of the message on your ad (if your ad says “50% off storewide!” but your landing page only says “15% off select inventory,” people will click away faster than you can say “good-bye, lead!”
- Make sure your landing page has a lead capture form (#10 again)!
- Add call extensions to your ads (either your phone number or a “click to call” button for mobile ads), and the people who are ready to call can do so without you being charged for the click!
Managing a PPC campaign can feel like a full-time job — but as a jewelry business owner, you already have one (or 5)!
It’s probably worth it to hire a PPC professional to do it for you.
You can use PostcardMania’s PPC management services here.
14. Improve your Google ranking with search engine optimization (SEO)
Search engines work by finding websites which match the keywords your prospects search with.
So if your prospects enter “[Your City] Jewelers” (aka Cleveland Jewelers) into Google, your website will rank higher in Google to the degree that your website pages have the keywords “Cleveland Jewelers” in them (as well as other factors that are more complicated that we won’t get into detail on here).
Above are the TOP results for Cleveland jewelers when I googled for that exact search term. The jewelers you see above have websites that are built to be found by Google, and that’s SEO in action!
To get your website found on Google, your website’s data must be accurate and filled with keywords your prospects use to find business just like yours.
Make a list of these keywords using Google’s free keyword planner tool, and have your website guy (even if that’s you!) use them on the pages of your website — your homepage, your About Us page, etc.
But it’s NOT only keywords you need.
Here are some tips to increase your website’s SEO:
- Each page’s title (learn about page titles here) should be different
- Homepage’s page title should have “jeweler” plus your city & state
- Your contact data (on your contact page) must be correct
- Your business’s data must be referenced (cited) on other popular web pages (#8)
- You should have and use your free Google My Business account (#12)
SEO is not a one-shot deal — much like marketing in general!
So beware of any company that claims to guarantee to get your website to #1 on Google in a short amount of time.
SEO is a continual process since Google and its algorithms (formulas) change all the time. That’s why getting reviews (#15) and making sure your website is set up to capture leads is 100% worth your time (and it’s less complicated too.)
15. Use Google reviews as 90% trust and ACT on them
When prospects see positive reviews, they’re 90% more likely to trust and buy from you, according to research.
Plus, people are more likely to click on a business’s website when its Google reviews are positive, meaning those golden star ratings you see!
It’s like Google has trained us to recognize that stars = ratings, and the more, the better!
So the game becomes:
Get LOTS of 4- and 5-star reviews of your jeweler store online!
Here are some ways to do that:
- Have your sales people tell customers they’d appreciate a review
- Make sure customers know HOW to leave a Google review
- Add a link in your email signature
- Send gentle email reminders that you’d appreciate a review!
FYI, it’s against Google’s policy to outright solicit reviews from clients, so one way to add the Google review request in your email signature is like this:
“Have feedback about your experience with us? Leave a review!”
When you’re done helping a customer purchase a beautiful ring, necklace, or bracelet, tell them you’d appreciate a review online if they’ve enjoyed your store and their experience.
You also want to take the time to RESPOND to negative reviews.
When you spot a negative review online, make sure to comment on it and respond with a sincere apology and offer to remedy whatever occurred that was dissatisfactory with their experience.
The last thing you need is a disgruntled former customer bad-mouthing your business.
So handle the review well, and they could turn into a happy customer!
Even if the customer can’t be satisfied no matter what you offer or do, your response online will at least show other consumers that you care enough to communicate and try to help.
16. Reach 79% of potential customers on Facebook
Facebook marketing is very popular, and for good reason —
According to Pew Research:
- 79% of online Americans are on Facebook
- That’s 68% of ALL Americans
- 75% of them go on the site everyday
In other words:
It’s a huge opportunity for jewelry marketing companies and running jewelry ads that work to grow your business.
Many business pages’ organic reach (that’s how many people you can reach for free) have declined sharply. For some, it’s as low as 2 PERCENT.
That means you have to pay up for an ad, like this:
I recommend running Facebook ads at the same time you’re mailing your jewelry postcards.
You can MATCH your Facebook ad’s special offer and design with that of your direct mail campaign.
So your prospects see ONE cohesive marketing message whether they receive your jewelry store marketing postcard in the mail OR see your ad on Facebook.
Plus, get this:
If you’re mailing your postcards to all the homeowners in Des Moine, IA, you can then target those same exact people on Facebook in Des Moine, too — at the SAME time.
This coordination of mailing direct mail plus simultaneously showing matching Facebook ads gives your prospects the perception that your jewelry marketing is almost everywhere.
It’s called Everywhere Small Business. With it, your jewelry store can simultaneously target prospects with:
- Direct mail
- Google ads (across thousands & thousands of internet websites)
- AND Facebook ads.
And YOU don’t have to do anything.
Essentially your jewelry store marketing will be shown EVERYWHERE your prospects already spend their time, generating the following:
- Calls to your business (that we track for you)
- Clicks to your website (we track these too!)
- Millions of online impressions (eyes on YOUR ads)
- Essentially MORE leadswith ZERO effort from you.
Watch the Everywhere Small Business video to see how exactly this program can increase your jewelry store marketing exponentially starting now.
And while we’re on the subject of marketing jewelry online…
17. Use Etsy for marketing jewelry online
One young lady made $100,000 selling jewelry online, so it’s proof if you take the time to learn Etsy, it’ll be yet another place to sell your jewelry and reach even more prospects.
50% of jewelry that’s purchased online is diamonds:
Got any of those you want to sell from your jewelry case?
Well, here are some tips to sell your goods on Etsy:
- Invest in high-resolution photos or your products (#2)
- Pay attention to what IS selling
- Find your focus and stick to a niche (i.e. opal jewelry)
- Create irresistible deals at great prices (like an earring, ring, & necklace set)
Because Etsy’s platform is easy to use, setting up your online store won’t take serious website skills, and your jewelry can get seen by upwards of 54 million people.
18. Sponsor a charity or event for goodwill (& extra marketing)
Stay tuned into your local area for upcoming bazaars, fundraisers, street fairs, charity auctions, or other similar events.
Sponsor the event, or get a booth where you can show off your wares and meet people face-to-face (and remember to wear your jewelry!)
If there’s a BIG event coming up (like a golf tournament) you can see what it would take to become a sponsor of the event — getting your jewelry store marketing seen by lots of people who will think you’re generous and a responsible pillar in your community!
You can even donate a jewelry piece (maybe a lovely one that’s been hard to sell from your store’s inventory) for a charity auction in exchange for being featured in the organization’s newsletter and promotions.
It’s all about getting your name (and logo from #1) out there!
19. Get your shop and jewelry marketing featured in a magazine
Have a unique shop or specific type of jewelry you sell?
Reach out to magazines and offer your shop’s story as an article piece to be featured in their next issue!
Depending on the magazine, some will let you write your article for free as it contributes interesting content to their readership.
Some magazines offer what’s called “advertorials” which are paid advertisements that present like readable, informative articles.
Either way, shopping local businesses has become trendy, so see if you can find a magazine local to your city and reach out to them.
Here’s how to get in contact with a magazine:
- Find the correct contact person (editor of a specific area of the magazine)
- Email them your info including pictures of your store and product
- Offer to do a giveaway with them as incentive
- Reach out to them more than once (they probably get TONS of emails!)
Just ONE great featurette about your business and jewelry products can bring in lots of new customers for your jewelry store!
If you have some extra budget, you could also run a paid ad with them, but magazine advertising can get expensive fast, which is why we recommend direct mail + online ads first.
20. Ask for referrals as 92% of people trust them
According to a report by Nielsen, 92% of consumers trust referrals from people they know.
Not surprising, right?
When you ask someone for a referral, you’re usually asking them because you know and trust their insight!
Don’t assume your customers know you’re wanting to grow your business with new customers.
You can add a line at the bottom of your receipts that says:
“We LOVE referrals! Get 10% off your next jewelry piece for any referral who buys from us!”
You can also add this to the bottom of your email newsletter (#22)!
You can create a giveaway of a jewelry piece you have for those who give you referrals, such as:
Refer a friend, and enter your name to WIN this $900 pair of ruby earrings!
Another great thing about referrals?
You don’t have to PAY to generate them as new fresh leads.
Just reward your current customers who give you referrals…
Which will make them feel valued and save YOU extra jewelry marketing dollars!
21. Reach out to other businesses and form partnerships
What other businesses have customers who may want to buy from you?
How about these:
- Wedding planners
- High-end clothing retail stores
- Antique shops
- Watch shops
You can offer a referral discount to businesses you partner with as well, such as, 15% off anything in your store if they refer you $500 worth of business.
22. Always keep communication open with your customers
When you keep communication open with your customers, it’s hard for them to forget you —
Which means they’re MORE likely to buy from you when the time comes for a gold-laden gift.
That’s why email newsletters rock.
With an email newsletter, you can send your customer list monthly emails featuring:
- New products you have for sale
- Updates to your store (or store hours)
- Any specials you have running (like anniversary sales)
- And more!
Remember to include lots of images in your newsletters!
And with free email marketing systems like Mailchimp, it’s just a matter of drag and drop to send out gorgeous emails —
Even if you have zero graphic design skills.
Another way to keep your customers thinking about your jewelry store is by sending them postcards (#6), which you can have personalized so they see their name directly on your jewelry marketing as soon as they grab their mail!
And the more obvious — but EXTREMELY useful — way to stay in touch with your customers is this:
23. Call your customers to invite them into your store!
Do you know what happens when a prospect calls into your jewelry store?
When a prospect calls your business, you don’t want to waste the call.
With prospects doing a lot of their purchase research online, when you have a prospect on the phone, you want — and need — to be on your A game.
When a prospect calls in, you can ask what jewelry store marketing they saw.
Make it easy on whoever works by your phone by using a new caller sheet — an easy-to-use sheet that helps your customer service person, sales person, or you get ALL the necessary information from the prospect about what jewelry marketing strategies they received or saw.
You can also record incoming calls at your store so you can listen and actually hear how your staff handle prospective new customers.
Also called call tracking —
We use this in our Everywhere Small Business program so that business owners can not only hear how their prospect calls are handled…
But they can use this insight to train their staff to receive calls properly with the intention of getting appointments for sales purposes.
And your new caller sheet will also help you do one of the most important things you can do in your marketing plan (stay tuned for #26).
24. Use your blog to generate 4.5X more leads
Think a blog is optional in terms of your jewelry advertisement ideas?
Publishing helpful articles on your business’s blog can actually generate up to 4.5 times more leads than businesses who don’t utilize this free jewelry marketing resource, according to Hubspot.
Need jewelry marketing ideas for your blog?
Listen to your current customers.
And answer these questions:
- What do they need help with when shopping for jewelry?
- What type of jewelry do your customers want?
- What helpful content can you write about that will prove you’re a credible jeweler?
When you arm your jewelry store marketing strategy with helpful content featured on your website’s blog, you’ll have a better chance of ranking on Google.
By using keywords.
Make a list of keywords (like I mentioned in #14) that your prospects may use when googling for a jewelry store (just like yours), and include those keywords in both your blog and website pages.
When a prospect googles for a jeweler like you, Google will more likely suggest your website to that prospect if keywords present on your website mirror what your prospect entered into Google.
25. Close up to 80% more sales by automatically following up with leads
Here’s the deal:
The majority of jewelry marketing strategies will not close 100% of the leads on the first attempt. And neither will your BEST sales person.
Makes sense, right?
Let’s say you receive an email from someone directly from the contact form on your website.
This person’s reached out to you with some level of interest —
That’s a lead!
They’ve asked you how much your pricing is for an engagement ring with 3 diamonds (that they saw on your website), and you quickly provide them an answer.
You email them, maybe call them (if they provided a phone number), and still no word back.
No sale yet.
NOW you follow up with them!
But instead of emailing and calling them every single day, you can use email marketing to automatically follow up with this lead for you.
In a free email marketing software, such as Mailchimp for example, you can set up a simple campaign to automatically email leads so that you’re continually reaching out to them.
Also called an “email drip campaign,” it works in jewelry marketing by sending out emails on a predetermined schedule to prospects in a list that you create.
Instead of you remembering to manually email prospects on a set schedule, have your email marketing system do it for you.
Plus, you can use this same email marketing tool to send out monthly newsletters to your customers (#22), making them feel like you care to keep them updated on things like:
- Special promotions or sales you have
- New products you now have
- Events you’ve been at
- Or charities you’ve sponsored
The idea is that the more prospects are followed up with consistently, the more likely they’ll remember YOUR jewelry store (vs. your competition)…
And when someone remembers you, they’re MUCH more likely to BUY from you when the time comes.
If you want a done-for-you email marketing solution, you can use PostcardMania’s email marketing services.
26. Track your results like a jewelry marketing expert
Only TRACKING will show you what parts of your jewelry store advertising creates leads (and sales) for your store.
So — HOW do you track?
Well, that new caller sheet (from #23) is one way!
Google Analytics — a free tool from Google — that tracks the following:
- Who visits your website
- Where they’re from
- What pages they visit
- How long they stay there
- And WAY more!
Let’s say you mail out 10,000 jewelry marketing postcards, and you check your Google Analytics account and notice 6,000 people visited your website with 1,000 people landing and spending 1-3 minutes on your “About Us” page.
But… maybe only 25 people made it to your contact page to actually contact you and become real leads for your business.
Here’s an idea:
Why not put a pop-up or lead capture form on that “About Us” page to capture more of the leads who read all about you and turn them into tangible leads you can actually contact and invite in to your store!
However — the most important metric to track?
Return on investment (ROI)!
The ultimate measurement of your jewelry store direct mail marketing — meaning your postcards — is how much SALES it generates your store.
Your response could even be low…
But your ROI could be HIGH.
Here’s what I mean, by example:
A Las Vegas jewelry store mailed out postcards as one of their main jewelry marketing strategies.
Take a look at their postcard design:
After just ONE mailing of 6,000 postcards, here’s what happened:
- 5% response rate from prospect list
- 15% response rate from customer list
- And generated several THOUSANDS in revenue.
Their postcard campaign generated thousands of dollars in revenue for their jewelry store, but if you would’ve judged their marketing campaign by response rate alone, you may have shrugged at 4.5 or 15% response rates…
But you can’t deny that an extra several thousands of dollars added to your bottom line is NOT worth ignoring!
So there you have it! 26 jewelry marketing ideas to use to grow your jewelry business.
I hope you’re ready to use a couple of these! For even more jewelry store marketing ideas, check out these postcards that work! And if you have questions about anything mentioned here, such as marketing with Everywhere Small Business, leave a comment or you can email me at Joy.Gendusa@PostcardMania.com.
Ready to start your jewelry marketing campaign? Call one of my experts at 1-800-628-1804, the consultation is 100% FREE!