Digital Marketing for Jewelry Stores: Helping You Dazzle Your Potential Customers
As a jewelry store owner, you probably dream about:
- Being known in your area for having quality pieces.
- Having social media influencers feature your products.
- Needing to hire more staff to keep up with customer demand.
- An appointment book that’s full of people who want custom jewelry.
- Having complete clarity on how your digital marketing performance is going.
The Houston Marketing Agency can help turn those dreams into reality! Read on as we explain how we’ll help you execute the perfect digital marketing campaign and build a more successful brand.
We’re a Marketing Agency Specializing in Jewelry Stores
We’re experts in digital marketing. Our years of experience in the industry have taught us a thing or two about how to help customers like you.
Contact The Houston Marketing Agency today for a free initial consultation with no strings attached and learn what we can do for your jewelry store.
Proven Strategies for Creating an Effective Jewelry Store Digital Marketing Campaign
In the sea of local digital marketing agencies for jewelry stores, we’re a Houston Marketing Agency implementing clear strategies and processes to get top results.
Our focus is on three critical components of your digital marketing journey:
- Setting up data analytics, which allows you to track your campaign’s performance.
- Driving more inbound traffic to your website.
- Converting that traffic into customers.
While this process may seem fairly simple, the results won’t be worth much if they aren’t trackable.
Can you correctly answer the following questions about your jewelry store’s digital marketing campaign?
- What is your website’s conversion rate?
- How many organic visitors did your site get from Google last month?
- What is your cost per qualified lead from Google Ads?
Do you suddenly feel like this guy? Then you need our help!
The Houston Marketing Agency will lead you through the steps of our process and help you understand how everything works. While we are a digital marketing agency, we’re also a data agency. This means we can help shed light on what is successful and what isn’t — allowing us to build you a campaign with specific digital marketing for a jewelry store like yours.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Digital marketing best practices for jewelry stores start with data. If you don’t have reliable tracking for your data analytics — or are making decisions based on a gut feeling — you won’t get the best results.
Some crucial KPIs that you should be tracking for your jewelry store include:
- Foot traffic
- Inventory levels
- Gross profit
- Return rate
- Customer acquisition cost
While these aren’t directly related to digital marketing, they’re incredibly important to your growth as a company. Other KPIs that are centered around digital marketing would be:
- Number of website visitors by channel
- Cost pers by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Data Fidelity
Many other digital marketing agencies aren’t as concerned about data fidelity as they should be. We’ve seen campaigns from other agencies or freelancers that had issues like:
- Not tracking every step of the funnel to help understand drop-off and conversion rates
- Tracking irrelevant conversions, i.e., someone making a Google Maps “direction request” to your store
- Double counting conversions
The Houston Marketing Agency strives for perfect data tracking. We only want to address information that is completely relevant to your jewelry store’s digital marketing campaign.
Phase 2: Maximize Affordable Inbound Traffic
Lots of people are searching online for the perfect jewelry store, and they may have different search parameters depending on what they want. For instance, they could be looking for:
- Custom jewelry creation
- Engagement rings
- Rare or antique jewelry
- And more
An important part of building your digital marketing strategy is maximizing your site so that people looking for these specific things can more easily find you. We know the right way to do this, but here’s a quick run-down of some of our focal areas.
Since the word Google has become synonymous with searching for something online, it’s clear that this is where you should start when analyzing your jewelry store’s digital marketing data.
As you can see from the search results above, there are over 337,000 people per month searching for “jewelry store near me” — that’s more than 4 million people a year.
If you look at users creating location-specific searches, such as jewelry stores in Houston, there are still nearly 9,000 potential customers per month looking for you.
The following searches show the results of users searching for more specific types of jewelry like diamond engagement rings, pearl necklaces, and charm bracelets.
Why is this important?
Because the kinds of jewelry people are looking for should be a big part of your digital marketing strategy, and the right agency knows how to take advantage of this.
If you’re not performing well in both organic and paid traffic, you’re missing out on potential customers for your jewelry store.
Organic
There are two places you can rank organically on Google for keywords like “jewelry stores near me.”
The first is known as the Google Local Pack.
You want to know how your jewelry store can rank in the Google Local Pack, right?
Local SEO is a complex being, but the basic formula is:
- Have an optimized and highly-reviewed Google Business Profile.
- Have plenty of localized content on your website.
Below the Google Local pack on the search engine results page, there are organic results.
Jewelry stores tend to rank in the top organic results when they:
- Have a content-rich, comprehensive website.
- Have optimized on-page SEO such as title tags, meta descriptions, and more.
Google Ads
If you’re having trouble ranking organically, don’t despair — Google Ads is a paid option that helps you land at the top of the results page. If your digital marketing agency plans your sponsored ads correctly, your target audience will click on these, leading them to your site and a possible sale.
YouTube Ads
Jewelry sales is a very visual business, so creating quality, highly geo-targeted video ads showing your gorgeous product could earn you lots of new customers.
Statistics show that YouTube has 2.49 billion active users per month. If you aren’t tapping into that market, you’re potentially missing out on a huge part of your customer base.
Facebook, Instagram, and TikTok Ads
You must have stunning videos for your jewelry store digital marketing, but you also need equally beautiful photos of your sparkling jewels for Facebook, Instagram, and TikTok ads. There’s a lot happening on social media, so if you want to compete, you have to give people something remarkable to see.
Your digital ad campaign should have targeting options locked in. Does your store cater more to big spenders, or do you offer jewelry for more earthy, artistic types? If you want to focus on someone who’ll want to buy top-tier jewelry, you should be using keywords like:
- Platinum
- Diamond
- Exclusive
- Luxury
- High-end
- Etc.
If you add a photo of a simple beaded bracelet for one of these campaigns, your audience may scroll on by because that’s not what they’re looking for. The right digital marketing agency can help guide you in these choices.
Phase 3: Increase Conversion Rates
The strategies we’ve discussed so far focus on getting users to your website, which is an important first step in the process.
But it’s only the beginning. A big part of your job is converting those users to customers and then keeping them loyal for future purchases.
Let’s look at some practical ways to make this happen.
Use CRO Best Practices
Conversion rate optimization can include:
- Ensuring your images and videos are high-quality and unique
- Having a mobile-friendly, easily navigable website
- Adding reviews and testimonials in prominent places
We can’t go into every possible strategy here, but there are some things jewelry stores can focus on to increase conversion rates.
Bump Up Your Ad Budget for Certain Seasons
Think about times of the year when people are buying more jewelry, such as:
- The holidays
- Mother’s Day
- Before wedding season (engagement rings, etc.)
Even though the market can be crowded at those times — or perhaps especially since it’s so crowded — you’d be smart to increase your ad spending on Google Ads and paid social accounts to help you rise above the rest of the noise and get noticed by your potential customer base.
Split Test Landing Pages
Running split tests is the fastest way to understand whether website copy, design, or other on-page elements increase conversion rates.
Here’s how it works:
- Landing Page A is the control page.
- Landing Page B is the test page. (For this, you take Landing Page A and change one component.)
- For example, you may change the buttons on the page from “Schedule an Appointment” to “Learn More.”
By comparing your control page to your test page, you’ll know which components draw in more users. By doing this consistently, you’ll better know how to increase conversions.
Clear CTAs
When someone visits your jewelry store’s website, they should see clear CTAs — or Calls to Action — throughout.
These may look like:
- Calling the store
- Scheduling an appointment
- Adding an item to your cart
- And more
Whatever you want users to do to lead to conversion, the process should be simple and clear.
Increase LTV on Autopilot
Once you’ve landed a customer, what can you do to increase their lifetime value (LTV)? Your work isn’t done with one sale — you need to do whatever you can to keep your customers coming back for more.
Email marketing is a big way to do this. When you make your first sale, be sure to gather all their information including birthdays and anniversaries, then send coupons or other special deals before those times. Get their spouse’s email as well so you can deliver automated messages about suggested gifts.
If someone purchases a special piece, send them regular reminders about bringing it in for cleaning. While they’re there, they’ll be sure to take a look at your current stock.
Take note of favorite gemstones or styles of jewelry and send personalized emails when you receive new pieces that a customer may be interested in.
The right digital marketing agency for jewelry stores will have tons of ideas like this for you to implement and increase LTV.
We’re a Digital Marketing for Jewelry Stores Doesn’t Have to Be Difficult
The Houston Digital Marketing Agency wants nothing more than to help local and national brands predictably increase leads and sales, no matter their industry.
We’ll help increase sales and grow your customer base with our digital marketing for jewelry stores. We even offer a 100% refund if we can’t improve your performance within three months.
Contact us today to learn how to get started.