Over the past five issues, Logged On has provided a series of online marketing strategies, covering everything from email campaigns to Instagram.
With a flurry of new information to digest, jewellers could be forgiven for feeling a little overwhelmed. Before any unnecessary panic attacks occur, take a breather to revise and ensure that a business’ online presence is in order.
The following checklist is designed to help evaluate whether online opportunities are being maximised.
1. Think social business
There’s a difference between social media and social media marketing. The former is for personal use while the latter has a business purpose, to generate sales leads.
Treatment:
- Incorporate social media activities into overall marketing strategies and set a budget as you would traditional media
- Identify customers and create value propositions that will benefit and engage i.e., a guide to caring for pearl jewellery
- Create accounts for two social media platforms that will best serve your business
2. Generate sales leads
A business should be aiming to turn “friends” into sales leads. This means creating a transaction of information, where a jeweller will provide something of value (complimentary ring clean) through a call-to-action, in return for customer contact details.
Treatment:
- Brainstorm three calls-to-action that can be rotated monthly
- Dedicate a time each week/month to collate the new contact details
- Decide what to do with the collected data. How about reaching out with an email?
3. Make (email) love not spam
There are a number of ways to transform an email from something that is scarcely read to one that motivates customers to visit your online and bricks-and-mortar stores.
Treatment:
- Create targeted lists, where contacts are sorted into interest groups
- Develop five content ideas that allow customers to learn more about your business
- Ensure newsletters have an “unsubscribe” option
- Keep emails mobile-friendly with punchy and simple content. Don’t forget to keep a consistent design template
- Make sure emails have visible links to your other social media channels
4. Turn Instagram snaps into sales
Instagram is about sharing a business’ personality via personal or behind-the-scenes images. Sharing jewellery designs and stone-selection processes will allow customers to connect and get excited about your business.
Treatment:
- Use industry events as photo sharing opportunities and get your audience involved in selecting stock
- Define a list of standardised hashtags to be used on posts. For example, business name, business location
5. Win customers with a blog
Like all online strategies, a blog should be used as a platform to share industry insight. It’s another avenue to build further credibility and garner trust from potential customers.
Treatment:
- Brainstorm your most FAQs and create a blog post around each one
- Think of three in-depth industry issues (9-carat v 18-carat gold, lab-created diamonds) that can be used for a blog post, and three industry events that might excite your audience
- Promote blog posts through other social media channels and e-newsletters
- Place calls-to-action (that were developed for lead generation) at the top or sidebar of a blog
Visit the “
Learn About” section on
jewellermagazine.com for more content inspiration and contact us if you would like to use anything
The key to all of this is developing relevant content for a targeted audience and ensuring all online activity works in union with each other. Don’t be too concerned with the number of “followers” or “fans” you may have – you’re here to reach your audience and they will grow organically provided the fundamentals are covered and you engage them.