In the jewelry industry, selling products online opens you up to a whole new market with opportunities for exponential growth. However, it also presents a number of unique challenges that must be addressed. Selling jewelry online – as opposed to in-person – makes it more difficult for customers to interact with the product. As a result, brands must go to great lengths to ensure they’re compelling.
4 Digital Marketing Tips and Tricks
A jewelry brand is what we would call a luxury brand. It’s something people aspire to be and will go to great lengths to obtain. Jewelry purchases are highly emotional, and businesses must understand their customers in order to stand any chance of driving sales and establishing loyalty.
As you approach digital marketing, you have to understand and respect the nuances of being a luxury brand and develop a strategy that (a) appeals to people’s emotions and (b) establishes trust. Here are a few helpful tips:
1) Develop a Compelling Story
“Create an emotionally-rich story about what your company does,” brand strategist Claudine D. Hanani advises. “Emotion sells everything, especially an emotionally-laden purchase like jewelry. Narrow in on a tight brand story about why your company does what it does…create rings for lovers, provide the jewelry women buy to announce their success and independence, be the store where people come to signify important life milestones, etc.”
Once you’ve determined your brand story, you can align it with your content strategy, design strategy, and even you’re paid advertising strategy. This simplifies the approach and ensures consistency across the board.
2) Design an Engaging Website
For online jewelry businesses, the website is essentially the storefront. This is your little slice of virtual real estate and you must maximize its value in order to engage and convert prospective customers into paying clients.
In the jewelry industry, one of the keys to a successful website is to use compelling visual content and product imagery. Take this estate jewelry page from The Three Graces as an example. Notice how the high-resolution images stand out against the simple white background, creating a stark contrast that eliminates distractions and elevates the perceived value of the product. This is the desired result you want to achieve throughout the website.
3) Focus on the Funnel
Some brands operate in niches where they’re able to convince customers to make a purchase the very first time they share an interaction. Typically, this occurs in industries with low price points, lots of competition, and very little differentiation from brand to brand. But for online jewelry brands, quick impulse purchases don’t really happen. Instead, customers follow a very specific conversion funnel.
The conversion funnel is the process by which customers move from being aware that your products/brand exists to actually taking action and making a purchase. As you approach your online branding, keep this funnel in mind. The biggest mistake you can make is targeting top-of-the-funnel customers with bottom-of-the-funnel strategies (or vice versa). Make sure you know which customers you’re interacting with so that you can tailor your approach accordingly.
4) Generate Social Proof
Are you familiar with the concept of social proof? It’s the phenomenon by which people follow the actions of the masses – assuming that the behaviors of others are indicative of the right/best way to do something.
Social proof happens in a variety of real-world situations. It’s the driving force that compels people to wait in line to get inside a specific bar, even when the bar next door is empty. But how does social proof work in terms of online marketing? Well, to put it simply, it allows customers to make informed purchase decisions.
See, when a customer is shopping in a physical store, they have the ability to compare products against one another. They can touch, feel, smell, and even taste a product to determine if it’s something they want to buy.
“But when you’re shopping online, things are a bit more difficult,” marketer Dominique Jackson explains. “You almost need to rely on outside opinions to make your final decision since you don’t have the product in hand to try it yourself.”
By leveraging customer reviews, testimonials, and ratings, you can elevate your brand and help people see it in a trustworthy light.
Let Your Brand Shine
When it’s all said and done, online jewelry businesses benefit from developing captivating branding that resonates with customers on an emotional level. From social media and content marketing to web design and link building, consistency will pave the way for results. Try new approaches, but don’t stray too far from your brand. It’s all about connecting with your customers in powerful ways.