It wasn’t that long ago that very few jewellers were even using Facebook to promote their business, let alone making the most of paid services and internet advertising.
Unfortunately, some jewellers still don’t invest in the digital world to the level that they should. Further, there is also still a lack of sophistication regarding other digital efforts such as email marketing and the quality of business websites.
In my experience, these businesses that are failing to make the most of what the internet has to offer lack planning, integration, strategy, understanding, and, most of all, a budget. With that said, the internet is now the dominant marketing segment for jewellers and commands a significant amount of marketing investment – so it’s fair to say that the industry is at least moving in the right direction.
If you suspect that your business is falling behind when it comes to digital marketing, consider reviewing these three areas. We are nearly halfway through 2023, and it’s never too late to turn things around.
Planning
It’s been said that ‘failing to plan is planning to fail’ and that’s a message that should always be kept in mind when planning your digital marketing strategy.
In my business, we always say 'it starts with a plan.' Unfortunately for many businesses, planning when it comes to digital media, in particular social media strategy, is often an afterthought – something done ‘on the fly’.
My advice is to dedicate time to planning your social media efforts. Are you planning promotions for a specific holiday, such as Mother’s Day or Valentine’s Day?
If so, ask yourself what needs to be done online in the lead-up to this holiday. Keep a close eye on your metrics and set goals in terms of engagement and sales and measure your level of success so that you can build on these efforts in the future.
Strategy is the biggest ‘missing link’ I see working with jewellery businesses.
Always ask yourself what it is you are trying to achieve and what’s the best solution for optimal results? In short, what’s your strategy?
If you can’t effortlessly write it down, or explain it to another person, then you don’t understand your strategy thoroughly.
This is particularly an issue in social media with promotions such as contests and giveaways. The objective is almost always one-dimensional: ‘get fans’.
How are you targeting those fans? How are you promoting the campaign? Are you prepared for issues, and who will manage everything? Are these new fans coming from outside your area?
Far too often I see businesses attempt to execute a new promotion without appointing someone to be directly in charge! When no particular person is in charge of a promotion, it will quickly become directionless.
These sorts of campaigns aren’t ‘plug and play’ and when no one is responsible for pursuing a victory, everyone loses.
Understanding
You would be surprised how many jewellers are actively using paid SEO services, social media and other digital marketing channels without completely understanding their function or role in marketing.
Digital media is a mature medium now and it should be taken as seriously as other forms of marketing.
If you’re expecting immediate results using social media, you’re missing the point! Social media is primarily about building relationships with consumers and establishing the reputation of a brand.
It’s about ensuring that you stay front of mind for consumers looking to purchase jewellery and this process should be viewed from a long-term perspective – there are no ‘quick wins’ in digital marketing.
Budgeting
If you haven’t thoroughly budgeted your digital marketing strategy by now, you’re a long way from where you need to be.
As I previously said, digital marketing is now a mature media and as you would for any other form of advertising, you must be documenting and planning your spending. It’s not a matter of simply investing ‘a little here and there’.
That’s a recipe for a neglected marketing strategy, which will actively turn customers away from your business instead of generating more sales.
What’s appropriate is up to you – I know of jewellers who enjoy success spending 50 per cent of their advertising budget on digital initiatives. I know of other jewellers who spend up to 80 per cent, as they see the value it offers their business.
Does this seem like a lot to handle? It’s easy to feel overwhelmed; however, digital marketing is a fact of life in the jewellery industry in 2023.
In order to alleviate any concern you have about executing your digital marketing strategy, remember that having a solid strategy and planning ahead are the best ways to not only provide ease of mind – they’ll also ensure success.
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