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15 Marketing Ideas for your luxury Jewellery business.

The key to the success of any marketing strategy is consistency and perseverance. The number of times I've heard customers say that “Print doesn’t work” or “Emailers are a waste of time” have generally attempted it once or twice at most, not had the desired effect and so abandon all future attempts and add it to the pile of broken dreams. Let’s be honest jewellery is a lucrative but saturated market. The good news is though that very few companies actually have an effective marketing strategy and just a little effort in the right areas can see your jewellery business flourish, gain more traffic, increase enquiries and make more sales. I have listed 15 marketing ideas you can adopt and implement into your business today.

TIP: Don’t overstretch yourself and try and do everything at once. Implement one at a time and when it becomes a comfortable part of your week then expand into other activities and areas of marketing.

1. Start Writing Content / build a blog

Did you know a potential customer will read about 20-30 pieces of information about the product or business they are buying from before they make a decision to buy? Therefore writing content for your business about your products and services is one of the most powerful things you can do to build organic traffic and trust for your customers. Just a few hundred hits on each blog post can realise thousands of potential customers seeking answers to common questions or wishing to learn more about a specific subject.

• Add new content: Add content to each collection page to give more information about the products and what the collection means or the story behind it.

• Add more content: Add more content to each product page. Stories, specifications, videos, images, sketches, reviews, and user stories. Give as much information as possible to inform the user why your products are better than your competitors.

• Create a blog or education center: Create a blog containing articles related to your business. These might be historical data, specific case studies, insights, and facts. Give them inspiring or catchy titles like; 10 things you didn’t know about!, Top tips to get the most out of…! 5 creative gifts to get your sister this Christmas!

• Create simple policy pages: Create simple an easy to understand Terms & Conditions, Delivery and Returns Policies, and Maintenance guides.

2. Invest in SEO

Investing in your website’s SEO is important to gain more traffic from search engines by appearing higher up in the search listing. The higher up you are displayed the more likely you are to get visitors to your website.

• User Experience: Start by optimising your website to ensure you are getting a good user experience. Is the content clear and easy to read? Are the product prices visible and simple to understand? Does your website instill confidence in the buyer, such as clear contact details, returns policies, and faqs?

• Keyword research: Understanding what keywords you rank for in search results and what popular keywords you want to rank for is important to understand what you need to add to your pages and descriptions to ensure you are indexed in searches for relevant topics. Write a list of what you want to be known for and start adding these keywords to your content, pages, and URLs.

• Build Backlinks: Getting other sites to link back to your brand organically is a powerful tool to increase traffic. Finding relevant and complimentary brands to link back to you is well worth the effort in researching and contacting them to discuss your options. These can be in the form of directories, publishing articles on their website or blog, or even advertising on their website. The idea is that your content is so good and informative that individuals refer to your content in their own articles.

3. Think Local

Local search is often overlooked by many retailers but can be a powerful connection with the community, building trust and confidence.

• For Retailers: If you have a retail presence in a particular area it’s a little easier to become a well know local company. Organize events, offers, and open days in your area. Put up advertisements, posters, and billboards. Sponsor local events. Give out balloons and gifts to passing children. Write about local events, history, and places to shop in the area. Partner with a complimentary business to share each other’s services and cross-promote.

• Online only: A little more difficult if you don’t have a shop or showroom you can still get involved in specific community events and local commerce. Run local ads with discount codes or promotions. Get content rich by writing lots of articles about your local and surrounding areas. Partner with retailers, or leave leaflets in local coffee shops and restaurants for instance.

4. Reward Loyalty & Referrals

In its simplest form creating a discount code or free gift for customers that come back is a great way or reward loyalty. You can create some exclusivity for certain individuals e.g. Silver, Gold, Platinum club, or membership tiers that give benefits based on their spending habits. This can easily be done with a points system based on the number or value of sales.

Referrals are like gold dust and a great way to get free marketing and guaranteed sales. Value each customer and provide incentives for them to tell their friends and family. This could be in the form of free gifts, vouchers, discount codes, or access to exclusive ranges. You don’t have to use pro tools if your customer base is small but you can look to use tools like https://www.refersion.com/ to enhance your affiliate and referral marketing.

5. Engage with Live Chat

Live chat is a fantastic way to start a conversation with a potential customer that is on your website in real-time. Access on your mobile and with multiple staff and more importantly when the office is closed. Live chat converts more customers easily and helps you turn visitors into sales in no time. There are multiple apps and live chat companies out there but our recommendation is https://www.tidio.com/ which offers a free version along with some paid upgrades with some very powerful features. Try it out for free and see what difference it makes to your sales and marketing.

6. Start a regular Email Campaign or Newsletter

This is a must-have for any standard marketing campaign. Email marketing is tried and tested. It works well and allows you to send direct sales messages to your own customers. There is no paywall that other services like Facebook and Instagram put in place to connect with your own followers.

• Install newsletter signup forms: This is generally a standard feature of most website platforms. Ensure there is space somewhere on the website where a newsletter signup form is visible. The footer is the most sensible option.

• Create a popup signup form: This is the most effective way of getting signups and subscribers. Delay the pop-up by 10 seconds or enable it after they have visited a certain page or scrolled down to a particular part of the page.

• Design and Create a newsletter: Most platforms now have email marketing suits built in. Shopify, our preferred platform, has a great marketing suite with the ability to design a branded emailer and add products, automatic discounts, and links to pages, products, and collections.

• Send out regularly to your customers: Consistency is key. Simplify your schedule by agreeing to a certain amount per month e.g. once or twice for instance and adding the dates to your calendar to plan the content, an offer, and some information.

Continue to build your list and don’t worry if people unsubscribe. It happens for many reasons. Continually track your results and see what works for your customers. Sometimes content will work better, other times discounts and offers.

7. Create an SMS campaign

SMS (short message service) can be a great way to drive traffic to your website and generate sales for several reasons:

• High open and click-through rates: SMS messages have a high open and click-through rate, as most people are likely to read a text message when they receive it. This makes SMS an effective way to get your message in front of your target audience.

• Personalised and targeted: SMS allows you to send personalised and targeted messages to your audience. You can segment your list based on demographics or interests, and send customized messages to different groups.

• Convenient and immediate: SMS is a convenient and immediate way to reach people, as most people carry their phones with them at all times and are likely to see a text message within a few minutes of receiving it. This can be especially useful for time-sensitive offers or promotions.

• Cost-effective: SMS campaigns can be relatively inexpensive compared to other marketing channels, especially if you have a large email list. This can make SMS a cost-effective way to reach a large number of people.

• Easy to track and measure: SMS marketing software platforms typically provide detailed analytics and tracking capabilities, which can help you measure the effectiveness of your campaigns and make adjustments as needed.

To create an SMS campaign to drive traffic to your website and generate sales, you can follow these steps:

• Determine your target audience: Identify the demographics and interests of the people you want to reach with your SMS campaign. This will help you tailor your messaging and offer to appeal to your target audience.

• Create a compelling offer: Develop a clear, compelling offer that will motivate your target audience to visit your website and make a purchase. This could be a discount, free delivery, or a special deal.

• Write a compelling message: Craft a brief, persuasive message that will grab the attention of your audience and encourage them to take action. Make sure to include a call to action, such as a link to your website or a promotional code.

• Build your email list: In order to send SMS messages, you will need a list of phone numbers to send to. You can build this list by collecting phone numbers from customers, opt-ins from your website, or purchasing a list from a third-party provider.

• Set up your SMS marketing software: There are a number of SMS marketing software platforms that can help you manage and track your SMS campaigns. Choose a platform that meets your needs and set it up to send your SMS messages.

• Launch your campaign: Once you have your offer, message, and email list in place, you can launch your SMS campaign by sending your message to your list. Monitor your results and make adjustments as needed to improve the effectiveness of your campaign.

Keep in mind that it's important to follow all applicable laws and regulations when sending SMS messages, including the CAN-SPAM Act and the Telephone Consumer Protection Act. Make sure to obtain permission from your recipients before sending them SMS messages, and provide an opt-out option for those who no longer want to receive your messages.

8. Sell on Marketplaces

Many well-known retailers started out on marketing places such as eBay, Etsy, and Amazon. These high-traffic marketplaces allow you to leverage their own marketing that drives traffic and customers to search for specific products and services. Many consumers use Amazon for convenience and free ‘Prime’ shipping. Do not underestimate the power of these platforms to grow your own brand and product ranges, reach more customers, and make many more sales.

Etsy for instance, although slightly higher fees of around 25%, have a captive shopping audience and built-in marketing and SEO tools to help you promote your products and grow your audience. Jewellery is one of the most sought-after, and high-volume turnover markets within Etsy’s platform.

9. ★ Birthdays & Weddings

Often always overlooked by retailers and not much competition. Stand out by sending out a birthday or anniversary card to your past customers. Only send offers if they are ‘too good to be true’ or free! Ideally, keep it less ‘sales orientated’ and more ‘brand building’. As a massive coffee lover, I frequent most coffee houses and only Costa sent me a free piece of cake for my birthday, and look, I’m mentioning it here! So it works!!

10. Integrate Instagram Shopping

Instagram has approximately 2 billion, active users. As more and more people are turning to social media for inspiration and to discover new products, it's important for you to have a presence on platforms like Instagram, TikTok, and Facebook. By utilising Instagram shopping, you can take advantage of the platform's reach and capabilities to drive sales, increase your brand visibility, and streamline the purchasing process.

• Increase brand visibility: Instagram shopping allows you to tag products in your Instagram posts and stories, which can help increase the visibility of your products. When users click on a product tag, they are taken to a page with more information about the product and a link to purchase it.

• Streamline the purchasing process: Instagram shopping makes it easy for users to browse and purchase products directly from the app. This can help reduce the number of steps required to make a purchase, which can increase the likelihood of a sale.

• Targeted advertising: Instagram shopping allows you to target your ads to specific audiences based on demographics, interests, and behaviors. This can help you reach a more relevant and engaged audience, which can increase the chances of a sale.

• Measurable results: Instagram shopping provides detailed analytics and tracking capabilities, which can help you measure the effectiveness of your campaigns and make adjustments as needed to improve results.

Instagram shopping can be a powerful tool for increasing sales by making it easy for users to discover, browse, and purchase products directly from the app offering an alternative to website browsers and the traditional buying process.

11. ★ User Generated Content

User-generated content (UGC) is a powerful marketing technique to accelerate sales and provide instant confidence and social proof of your products. USA Engagement Ring Brand ‘The True Gem’ has leveraged user-generated content in the form of user-submitted Love Stories to build a community and increase sales. Sharing the content created by your customers is so much more effective and easier than creating and sharing your own.

• Display UGC on your website: Adding customer reviews or photos of customers using your products can help build trust and credibility with potential customers and show them how your products are being used in real life.

• Use UGC in social media marketing: Share submitted content on your social media accounts, such as Instagram or Facebook. This can help you showcase your products in a more authentic and relatable way, and encourage others to share their own experiences with your brand.

• Leverage influencer marketing: Partner with influencers who align with your brand values and who have a following of people interested in luxury products. Encourage them to create and share UGC featuring your products, which can help increase brand awareness and drive sales.

• Run UGC-focused campaigns: Run campaigns that encourage customers to create and share UGC featuring your products. For example, you could run a contest or offer a discount in exchange for UGC. This can help you generate a large volume of UGC in a short period of time and increase sales. Alternatively, make user-submitted content exclusive. So only the best stories or pictures get accepted and shared. This could drive people to make more effort or celebrate publicly the fact their story has been published.

• Use UGC in email marketing: Include UGC in your email marketing campaigns, such as customer reviews or photos of customers using your products. This can help you showcase your products in a more authentic and relatable way and encourage subscribers to make a purchase.

Work hard on obtaining reviews and photos of your customers using your products. Overall, leveraging UGC can be an effective way for you to increase sales by building trust, credibility, and authenticity with potential customers.

12. Start caring

It seems a simple idea but difficult to implement, but stepping up your efforts in customer satisfaction will enhance your reputation, lead to improved customer retention and loyalty and lead to growth and improved sales. Everyone makes mistakes and messes up every now and then but how you deal with problems is the most important part. Be kind, authentic, genuine, and friendly. Remember they are people choosing to spend money with you rather than a competitor.

• Customer satisfaction: Caring about your customers means taking steps to ensure that they are satisfied with their experience shopping with you, especially when they are investing in high-end, luxury products. This can include providing exceptional quality products, offering personalised customer service, and addressing any issues or concerns they may have. When customers are satisfied with their experience, they are more likely to make repeat purchases and recommend your business to others.

• Retention and loyalty: Caring about your customers can help you retain them as customers and build loyalty in the luxury market. When customers feel valued and appreciated, they are more likely to continue doing business with you and to recommend your business to others who are looking for luxury products.

• Positive reputation: Caring about your customers can help you build a positive reputation in the luxury market and among your target audience. When customers have a positive experience with your business, they are more likely to share their experiences with others, which can help attract new customers and build trust in your brand.

• Increased sales and profitability: Ultimately, caring about your customers can lead to increased sales and profitability for your luxury eCommerce business. When customers are satisfied with their experiences, they are more likely to make repeat purchases, and they may also spend more money per purchase. In addition, positive word-of-mouth can help attract new customers to your business, which can further increase sales.

Overall, caring about your customers is essential for the success of your luxury eCommerce business. By focusing on customer satisfaction, retention, and loyalty, you can build a strong foundation for long-term success in the luxury market.

13. Upsell your products

An effective strategy for upselling products in the luxury goods market is to focus on offering personalized recommendations and added value. Here are some specific tactics you can use:

• Personalised recommendations: Use customer data and behavior to make personalised product recommendations based on their past purchases and browsing history. This can help you identify additional products that may be of interest to them and show them how the recommended products complement or enhance their current purchase.

• Added value: Offer added value by bundling products or offering special promotions or discounts on related products. For example, you could offer a discount on a matching accessory when a customer purchases a handbag, or bundle a luxury watch with a maintenance cleaning kit.

• Highlight product features and benefits: When upselling products, be sure to highlight the unique features and benefits of the products you are recommending. This can help customers understand the value they are getting and see how the product will enhance their overall experience.

• Use social proof: Leverage social proof by showcasing customer reviews or testimonials for the products you are recommending. This can help build trust and credibility and encourage customers to consider making an additional purchase.

• Provide excellent customer service: Make sure to provide excellent customer service throughout the upselling process. This can include answering any questions or concerns customers may have and helping them understand how the recommended products will benefit them.

Overall, the key to effective upselling in luxury goods is to focus on offering personalised recommendations, added value, and excellent customer service to help customers see the value in making an additional purchase.

14. ★ Try at Home

The Try at home or Try before you buy option has been around for a long time in retail but is not something online retailers have used to their advantage. This is a perfect opportunity to get in touch with your customers early in the decision-making process. Great for Engagement Ring or Wedding ring designs where multiple options are more likely to be considered.

1. Create a sample range: Create a set of low-cost, silver samples with CZs or Moissanite center stones.

2. Set up a product on your website: Set up a Try at-home product with up to three design choices to try at home. For example, each design cost a fee e.g. £60.00. Fully refundable on return

3. Shipping and return costs: Charge return postage for the order. Ideally non-refundable so the service doesn’t cost you money. Send a pre-paid secure, tracked envelope in order to make returns easier.

4. Incentivise purchase: Offer postage refund or a further discount if they order within 10 days of return. This can be adjusted to suit margins.

`We worked personally with brands where this service has been set up to good effect and created a very high conversion rate once you have made contact with the customer.

15. Read the signs

I often drive up the M42 and M5 to Birmingham. There is a massive billboard on the side of the motorway that a known jeweller in the Jewellery Quarter advertises on. It’s always there and always noticeable. Think of the tens of thousands of drivers that pass that sign every day. Every time they notice it the brand enters their subconscious. If they then pass the shop or hear about the company they will instantly recognise the name.

Finding billboards or low-cost advertising spaces can be a great investment. Make your brand become synonymous with the space and the impact should be noticeable.

What’s the one thing I should concentrate on, in marketing my business?

If you struggle with time and resources and don’t have a budget to pay a person or agency to help do your marketing then I would choose 1. Start Writing Content / build a blog. This is by far the easiest to do, you can do it in your spare time whilst watching TV in the evening, and will give you measurable gains over time as you add more content to your website. All you are effectively doing is demonstrating to your customers and audience that you know what you are doing and have the expertise and authority. This provides confidence in you and your brand and leads to more engagement and more sales.

1. Write about what you know

2. Create a content plan to write at least one article per month (more if you have time and want quicker results)

3. Be clear about the title. What are you trying to say? Be concise and direct

4. Answer questions. What are your customers likely to ask? Can you provide helpful information that would allow them to make quicker and more informed decisions?

5. Look at your competitors. Are they writing content that you don’t have on your website? Replicate and re-do but do not copy. Do a better job than them.

6. Write a clear SEO title and description in the website pages editor for the article. Don’t be vague.

7. Once created share across your social network, LinkedIn, Twitter, and Facebook. Pin any images into Pinterest.

8. You can go one step further and record the article or blog as an audio file for easier sharing.

Need help with your Marketing?

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About Lionsorbet

Lionsorbet is a digital design agency, founded by Steve Irvine in 2007. His passion and expertise in design, technology, and the luxury goods market over the last 20 years have steered the business into the position of a leading Shopify website design agency.

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