Jeweler Marketing & Web Design
The jeweler marketplace is diverse and serves several sets of consumers. Due to this mix of products and consumers, proper positioning and marketing is critical for the success of any jewelry designer or seller. Let’s look at what it takes to market your jewelry business in today’s highly competitive market.
The Changing World of Jewelers
Just a few years ago, jewelers held a rather unique position among consumers. If a customer wanted a particular piece of jewelry, there was one option: buy direct.
For high-end and mid-range jewelry, a customer would go to a specialized local store and speak with a trained jeweler face-to-face. For inexpensive jewelry, the consumer could shop at the mall or big-box store. There were also artisan jewelry makers who offered their work at local craft fairs.
These days, consumers can go online and browse jewelry from craftsmen and manufacturers the world ’round. This has increased options for customers. It has also made marketing particularly challenging to jewelers at all levels.
Start with a Clear Understanding
Positioning yourself as a jeweler starts with a clear understanding of marketing:
- What is the pricing strategy?
- What makes your jewelry and company unique?
- Which consumer(s) are you targeting?
Jewelers must define their unique positions. Some jewelers specialize in high-end designer jewelry pieces made by outside artisans. Others have crafts workers who can do custom work at the customer’s request.
Some jewelers focus exclusively on the work of one designer or one type of jewelry such as engagement/wedding rings. Others gather pieces of a particular material like diamonds or a particular design style like Art Deco, Mid-Century, or Native American.
You should know who your target consumer is for every marketing campaign. Marketing campaigns for high-end diamond engagement rings can target people with moderate disposable incomes who are willing to go into debt for the “right” ring. Marketing handcrafted necklaces using local gems/stones might target tourists or discerning local collectors.
Pricing is a critical component of jewelry marketing. Consumers can range widely in age and income. Teenagers generally have a limited income and focus on inexpensive jewelry. As young adults enter the workplace and gain a higher income, they usually move on to the jewelry that is of higher quality and moderately priced. Older adults, those of higher income, or special-occasion buyers are usually shopping high-end jewelry stores.
How Are You Going to Sell?
Some jewelers remain traditional, selling out of a local store or artisan markets. They depend on local advertising and word-of-mouth to keep customers.
Today’s consumers have choices. They still love to visit local stores to see what is available, but they also go online to comparison shop. Some prefer a local store, but most won’t hesitate to buy from halfway around the globe.
To keep up with changing consumer desires, many jewelers sell both online and through a store or market location. Some are exclusively online, avoiding the need for a physical retail store.
Digital Marketing for the Jeweler
A robust online presence is almost mandatory for a jeweler these days. It attracts potential customers, educates them, and offers the opportunity to purchase. How well-developed your website is has a direct correlation to how successful you are. Some key components of a jeweler’s online presence include:
- Content marketing – Content (words) is what drives the internet. Search engines use content to determine which pages rank highest. Consumers use content to learn about products, brands, and other information before purchasing. Content marketing is a targeted approach to offer valuable content for distribution online with the intent to attract and keep customers.
- Online ads – When consumers browse the internet looking for jewelry, advertising gives you an edge. Online ads can increase traffic and enhance sales opportunities.
- Retargeting/Remarketing – Retargeting focuses on putting your brand in front of consumers who have clicked on one or more of your internet pages. They may not have become a customer then, so you now target them in a remarketing campaign.
- SEO – For consumers to see you online, search engines need to find you. That means your website and social media presence needs to use SEO (search engine optimization). A combination of factors “rank” you on search engine results.
- Social Media – Today’s consumers use social media to explore options on all types of purchases, including jewelry. Facebook, Twitter, and Instagram are just a few social media channels you should engage.
- Website – Customers browse (“shop”), learn, and buy on your website. Your website should reflect your company’s brand, values, and customer service approach.
The exact combination of marketing components depends on your target audience, pricing strategy, and product mix.
Solid-Gold Experience is Key
Digital marketing may not be one of a jeweler’s skillsets. Successful online marketing requires a certain amount of experience and focus. That’s why the smart move is to hire a company that can handle everything from website development to placing pay-per-click ads or managing social media.
Simplemachine is here to help. We are a web design, SEO, and content marketing company based out of Bentonville, AR, with offices in Dallas, TX and Tulsa, OK as well. Contact us today to get your jewelry company into the digital age.