There are many ways to market your jewelry business and stand out from the competition. However, whether you’re just starting out or want to take your company to the next level, it’s essential to have a game plan for advertising your products.
Without a solid marketing strategy, it will be hard to edge out the competition and see steady growth in sales and profitability. Luckily, we have put together this guide that will help you do just that–zoom past your competition and skyrocket your sales success!
It might be an uncomfortable topic for some people, but you must consider who will buy your products and how much they are willing to pay for them. Taking this into consideration will help you develop a marketing plan that makes sense for you and your customers. Here are some ideas to dramatically improve your jewelry business through effective marketing.
Why Marketing Is Important for Jewelry Businesses
As a jewelry business owner, you know that marketing is essential. But why is it so important? What are the benefits of marketing your jewelry business?
There is no doubt that there are a million jewelry companies out there, making it even more important to create a seamless jewelry marketing campaign. But, if marketing isn’t your strong suit, don’t worry. We have some beautiful ideas on how you can quickly implement a marketing strategy that works.
Here are just a few of the benefits of marketing your jewelry business that can help you reach more customers and grow your sales:
1. Increased exposure and brand awareness
2. More leads and sales
3. Increased customer loyalty
4. Improved search engine rankings
5. Greater customer satisfaction
6. More referrals and word-of-mouth marketing
7. You’ll become a household name
Does keeping up with your marketing efforts for your jewelry business take TOO much time? Check out Tailwind CoPilot, the digital marketing tool that creates a marketing plan for your specific business AND tells you what best practice marketing step to take next!
1. Build a Shopper-Friendly and Aesthetic Jewelry Website
If you want to be taken seriously and impact your audience, you will need a high-quality and professional website. Remember, your website will be the first thing potential customers see when perusing your jewelry. So, you want to ensure that it gives off the right vibe and leaves a lasting impression. Therefore, a visually appealing website is essential for building your brand and marketing for a jewelry business.
You’ll also want to ensure that your site is shopper-friendly and easy to navigate. That way, customers have a smooth and pleasant experience when looking at your products. Additionally, you want to ensure that your jewelry website is aesthetically pleasing. What does that mean?
“Aesthetically pleasing” is a term that refers to “how” your website looks or its visual appeal. What we mean here is that you need to create an aesthetic website brand design that has visually appealing and cohesive colors, images, shapes, fonts, logos, white space, and overall graphic balance. A visually aesthetic website keeps users engaged with your website, so they’ll spend more time on it and ultimately purchase your jewelry.
The website is the “face” of your jewelry business, so don’t miss out on the opportunity to make it an extension of the voice of your jewelry and the branding of your business.
User experience isn’t only important for the aesthetic side of websites. It’s also vital for SEO purposes. If you’re unfamiliar with SEO, the acronym stands for “search engine optimization.” To put it simply: SEO is optimizing your website so it shows up in search results for major search engines like Google.
Over the past several years, Google has made page speed and site experience a major ranking factor. One of the most obvious and major ranking factors is how your website design translates onto mobile versions of your website. When Google scans your site, it rarely (if ever) looks at the desktop version of your site. Make sure that you or your web developer have a strong understanding of what is involved with Google’s page experience standards.
Getting people to your site doesn’t matter unless you make it easy for them to purchase your jewelry products, funnel them to sign up for an email newsletter, or add items to their cart. So it’s important that you make your site as easy to navigate as possible.
Make sure you remember easy-to-read and easy-to-access buttons that encourage your prospective customers to browse, sign up for discounts, sign up for email newsletters, and find their shopping carts when relevant to.
The key is to make sure your prospects can find these “call to action” buttons without strain. Otherwise, you’ll lose their attention and even worse, their conversion to purchase or sign up for a newsletter!
Bonus tip: Don’t forget a search bar so they can just type in keywords. That way, customers can be directed straight to what they are looking for without having to scroll through your entire site.
Aesthetic and shopper-friendly websites are crucial in the jewelry industry and an essential tool for jewelry marketing.
Here are some essential things to consider and include on your jewelry website.
- Your jewelry website should match your business branding
- Beautiful and professional, high-resolution images of your jewelry
- A logo that fits the brand
- Mobile responsive
- Easy to add to the cart and checkout
- Various payment options (Credit card, Apple Pay, PayPal, etc.) with secure checkout options
- Easy to see and use buttons that direct them to purchase online
- Directions to shop in-store if necessary
- Pin It Buttons On Your Products
2. Post Photos of Your Jewelry Frequently on Pinterest
Pinterest is a great marketplace for all types of products. That’s why it’s an awesome place to post your jewelry products. Pinterest is the go-to place that consumers rush to when they are looking for inspiration. And fashion inspiration is one of the most popular niches on the Pinterest platform.
So, if you have a jewelry business that you’re trying to grow, Pinterest is a must…especially if you’re trying to get a step up on your competition! Why? Pinterest is an essential tool in any business marketing plan, but most don’t use it. So, it can be an effective place to amplify your jewelry brand.
Pinterest serves a deep ocean of Pinners who are seeking out new style opportunities to save (and yes, buy!). With Pinterest’s click-through features, it’s easy for Pinners to find images of your jewelry and then click through to purchase right then and there!
So, when using Pinterest for social media marketing for jewelry, you must have incredible descriptions for each Pin and high-resolution photography. Here are other vital components of using Pinterest to market your jewelry business.
Have A Pin It Button On Your Website Products
Ok, if you don’t learn anything else from this post, please make sure to add a Pin it button to each of your products on your website. This is a valuable tool for you and your customers. You can use it to upload your products as “Pins easily.” And it allows your customers to also “Pin It,” which, uh, hello! Is marketing for you! How cool is that? Your customer pinning your jewelry means they are sharing it, and let’s face it, the more your products can get out into the online world, the better. Because that means more eyes can see it and potentially buy it.
Always Add A Link To The Product On Your Website
One of the great things about Pinterest in contrast to Instagram is that you can link each Pin directly to your website. So, as part of your jewelry social media marketing, you must add website links to ALL of your Pins–especially the link to the exact product in the image! 😉
Human Faces Aren’t Needed.
Another incredible perk of using Pinterest for marketing your jewelry business is that you don’t have to have human models.
A study determined that Pinterest jewelry images without human faces get repinned 23% more frequently than those with them.
Pinterest is also helpful because it lets you see what products are popular in your industry. That can help you determine the types of products that you should be selling.
You can also find the most effective way to market those products. Posting frequently on Pinterest will help you grow a large following on the site. That way, when customers are browsing this site, they will see your products and have the opportunity to purchase them.
You should also consider posting GIFs, videos, and even images of your products being used by well-known social influencers.
Ways To Boost Jewelry Sales With Pinterest
You can use several different strategies when posting on Pinterest. Here are some ideas on how to boost jewelry sales with Pinterest.
- Create different boards for your products and jewelry categories
- Utilize video pins
- High-resolution images
- Join Pinterest groups
- Pin regularly and consistently
- Make shopping easy
- Create “shoppable pins” by tagging your products
Building a social media marketing strategy for your jewelry brand is vital if you want to succeed. If you need help getting started, we’ve got you covered! Click here to learn more about how to build a social media strategy with some examples of social marketing strategies that work.
3. Email Marketing for Jewelry Brands
Ok, it’s no secret that most people constantly have their mobile phones in their hands or pockets. And what do they have connected to their mobile phones? Their email! If you’re trying to figure out marketing for jewelry business ideas, email has to be on the list.
Email marketing may have been around for a hot minute, well for decades actually, but guess what? It still works! So, yes! Email marketing is another excellent way to promote your jewelry products and keep your brand front and center of the minds of your ideal customer.
It’s a perfect strategy because it allows you to connect with your customers on a personal level. You can send out newsletters or emails to your customers at any time. You can also send out special promotions and sales events to your subscribers. That way, you can remind them about your products and get them interested in purchasing them again.
Marketing isn’t a one-size-fits-all system. But, just as your jewelry and brand are unique, your jewelry marketing strategy can also be. Email marketing is a great way to build a relationship with your customers, and the more unique you can make it, the more engaging it will be. And it also helps you build a loyal customer base.
Here are some great tips! First, add some fun and unexpected elements and lots of personality to your email subject line and message.
Also, don’t forget to add CTA (call to action buttons, like hot buttons that send them from your email to your offer, product, or website). Finally, double check you have a sign-up option on your website and have an in-store sign-up option as well.
We all get boring emails all day, like the same old boring stuff. Spice your email content up and have your customers excited to receive the next one.
4. Social Media Advertising for Jewelry Marketing
Let’s get to the nitty-gritty…why are you here? Because you want to grow your jewelry business, right? You’re ready to see sales consistently flowing in, ready for your jewelry brand to be a household name; it’s time for revenue and profitability to soar…we get it!
And trust us, you’re in the right place.
Tailwind is here for you! We love to provide helpful tips and techniques to build and rock jewelry social media marketing strategies. Because we want you to achieve your dreams.
But, even if you hate social media, we’re here to tell you that social media is the perfect place to lure in purchase-ready prospects.
Regular social media posting alone is absolutely a key strategy for your jewelry business to keep your brand relevant to your followers. But what about the potential new customers that don’t follow your social media (yet)?
Social media ad campaigns are another great way to reach further prospective customers and boost your jewelry sales. You can run these ads on a variety of different social media platforms. Viable platforms for social media ad campaigns are Facebook, Instagram, Pinterest, and Twitter. You can also use platforms like YouTube, TikTok, and even Google to extend your advertising campaigns.
And you can create different ads that focus on other products or categories. You can also create more generalized ads focusing on branding and building your brand. Social media advertising is a successful way to reach a new audience and gain new customers. It’s also great to boost your sales because these ads are usually cheaper. There are many different strategies that you can use with your social media ad campaigns. You can even target specific groups of people with these ads.
5. Improve Local and Organic SEO for Your Jewelry Website
If anyone has ever told you that SEO is dead or that it’s not essential, they’re very wrong.
On the contrary, SEO (“search engine optimization” as previously mentioned) is key to your website connecting to searches your customers perform on Google and other search engines.
So, my friend…if you want to be found online, you need some SEO. And whether or not you do it yourself or pay for SEO services, you need it to some extent.
But what’s the difference between local and organic SEO?
Local SEO for Jewelry Businesses
When you have a jewelry business (a brick-and-mortar store), you need local SEO. This is where you dedicate some time to ensuring your jewelry business “location” can be found when customers search online.
A smart place to start is by creating a Google Business Profile (formerly known as Google My Business). This is where you put in your address, hours of operation, and details about your store so that customers can easily find you online. To paint the picture of how important it is for you to have Google Business Profile listing, it’s essentially how people find your business by searching on Google Maps and seeking out directions to get there!
There are a plethora of ways to optimize your Google Business listing for good local SEO that we can’t break down in this article. However, it’s important to mention that your Google Business Profile is not live for the public to view unless it is verified by Google Business Places.
Organic SEO for Jewelry Businesses
You can also improve your organic SEO to boost your sales. That way, when customers are searching for products related to jewelry, they will find your website. This can be done by optimizing your website for specific keywords. The keywords and phrases will match and connect with customers using search engines to locate things they are looking for.
You can do this by filtering the keywords into your website page content or hiring a professional SEO company to help you optimize your website for keywords and boost your sales.
This will allow customers to quickly find your website when searching for jewelry products. It’s also a great way to reach new customers. Another way to do this is to ask current customers for references via “guest posting.” That way, you can put their website links on your site and get them to link back to you. This will help increase your SEO and may also help you find new customers.
And you can also ask your customers to leave reviews of your products. That way, other customers can see what they think of your products and better understand what they are purchasing.
6. Social Media Influencer Strategy for Jewelry Brands
Another great way to boost jewelry sales is by creating a social media influencer strategy.
Social media is a vital jewelry marketing idea, but if you aren’t comfortable wearing your jewelry and photographing it yourself, or your social media skills aren’t up to snuff, there are other ways to tap into the market.
First, consider working with influencers to get them to promote your jewelry.
Begin by connecting with popular influencers with many followers and great engagement. They should be influencers that fit your niche, are fashionable, like to wear jewelry, and have an aesthetically pleasing social media feed.
Once you have found some influencers you want to work with, engage with their posts on social media, follow them, and demonstrate that you are interested in what they say.
Then send them a direct message to pitch a collaboration. Payment for influencer marketing will vary with each account. Some will accept free products in exchange for posts, stories, and reels, and others may require payment.
You can then approach them and offer them free jewelry in exchange for a picture of them wearing your products and promoting them on their social media pages. You can also give them a percentage of your sales in exchange for their help. This is an exceptional way to get your products in front of a new audience–their audience.
It’s also a great way to increase your sales and brand awareness. This strategy can be done with any type of jewelry and social media platform. But remember always to request the use of the content that they create. Having their high-resolution photos, videos, and Reels to use on your social media platforms will provide you with new content and showcase diversity in your brand as well.
7. Sponsor In-Person Charity or Event with Your Jewelry
In marketing, one thing reigns true…it’s that not every tactic works for every brand. And honestly, the more creative you can get, the more likely you are to create a memorable brand. This is great because it means they’ll think of you the next time your ideal customer needs some jewelry.
Charity Event – Silent Auction
So, one creative way to market your jewelry business is to sponsor an in-person charity or event. This will give you an excellent opportunity to get your name and products in front of potential customers. You can contact local businesses to see if you can partner with them for events they are holding. You will often learn that they have a silent auction to which you could donate. It’s a special and effective way to introduce consumers to your jewelry. This works exceptionally well if you’re looking for ways to market handmade jewelry.
Craft Fair and Conventions
Another fantastic idea for marketing for jewelry businesses is to attend craft fairs, shows, and conventions. Having a booth set up where you can display your beautiful jewelry or even showcase how they are made is a great way to leave a lasting impression.
You can sponsor an event or charity outright or provide products or services in exchange for mentions or promotional opportunities. Either way, you’ll be getting your brand in front of people who are likely to be interested in what you have to offer but may have never found you.
And, if you can partner with a charity or organization for an event, reach out to some social media influencers to cover and share the event and your jewelry. Influencers can be an incredible tool, but we’ll discuss that later.
Thinking outside of the box is the best tool you can use when marketing your jewelry business. The goal is to reach more people, so you have to shout it from the rooftops, so get creative and have fun with it! And don’t forget to be unique.
8. Holistic Social Media Management for Your Jewelry Brand
By itself, social media will not drive revenue, customer satisfaction, or robust collaboration. It’s similar to trying to make a miniature sailboat move by blowing into its sail when it’s in a pond. It will move, but it will go randomly because it lacks a rudder. Therefore, the approach to social media management needs to be holistic. What does that mean?
It’s not enough to just post on social media anymore. You need comprehensive social media management and marketing strategy to truly see results. A holistic approach to marketing your jewelry business means you don’t put all your eggs in one basket. You can’t assume that social media alone will improve your jewelry sales. Implementing a holistic approach means using all of your tools (website, emails, website content, Instagram, Facebook, YouTube, Pinterest, Twitter, and TikTok) to attract, retain and convert your customers.
Regularly posting interesting and engaging content, monitoring your channels for comments and feedback, and using jewelry social media marketing to reach a wider audience are essential to a complete and cohesive brand and message. And this cohesiveness will help to generate sales.
A holistic social media management approach will help you reach more potential customers and grow your business. Don’t neglect any of your social media channels, and make sure to invest in quality social media advertising. With the right strategy in place, you’ll see a significant return on your investment!
We know this may sound overwhelming and a lot to manage on top of your other daily duties to run your jewelry business. That’s why we created Tailwind to help organize your social media content. Tailwind is a social media management platform that helps with cross-platform social media planning and scheduling.
9. Public Relations Tactics for Jewelry Businesses
When you’re trying to come up with ideas for how to market jewelry, the sky’s the limit, and the more creative you are, the better. Jewelry businesses can use several different public relations tactics to get their name out there. Here are a few of the most effective public relations ideas for jewelry marketing.
Local Press Releases
Writing a press release yourself or hiring public relations professionals to write press releases are both great options. Once you create press releases, it’s vital to send them out to journalists of publications that have a reason to care about your brand. Yes, this includes publications that are jewelry-centric.
But it goes beyond just the jewelry world. If you’re a sustainable jewelry brand, you could send your local environmental publication a press release about the release of your latest collection of sustainable jewelry. If you’re opening a brick-and-mortar store, local lifestyle magazines are great opportunities to send a press release. These are the following types of press releases we’d recommend sending out:
- Announcing store openings or relocations
- Announcing new collections
- Celebrating milestones (years in business or awards etc.)
- Announce a charity event you’re hosting
Collaborating With Guest Posts
Collaborating with news columns or magazines by guest writing an article about how to make jewelry or style jewelry is another great idea to reach more potential customers.
We’ve said it before, and we’ll say it again creating unique marketing for jewelry business ideas is what will set you apart from your competition.
10. Get Retailers to Sell Your Jewelry In-Store
Depending on the type of jewelry you have and your brand vision, selling your products in stores may be an excellent idea for how to market jewelry. One of the best ways to get your jewelry in front of more people is to get retailers to sell your pieces in their stores. This can be a highly appreciable way to get your name out there and build more brand awareness.
There are a few things you can do to make this happen. First, ensure your jewelry is high-quality and meets the retailer’s standards. You also need an attractive and well-designed product catalog that will make the retailer want to carry your pieces. And finally, make sure you have a strong marketing strategy that will convince the retailer that your jewelry is worth stocking on their shelves.
Use Existing Relationships With Local Retailers
Jewelry marketing is all about reaching the masses. And, what better way to do that than by having your products in retail stores? If you already have great relationships with some local retailers, reach out to them to see if they would like to sell your jewelry.
Cold Call To Introduce Your Brand
But if you don’t have established relationships with local retailers, it’s always ok to cold call to introduce yourself and your brand.
Jewelry Trunk Show
If they are unsure about how well your products will sell, offer to allow them to host a jewelry trunk show. A trunk show is an event where you, as the jewelry brand, provide the store or boutique with a selection of your products for a weekend. Basically, your products are on loan to them for display or sell to their customers. The success of the trunk show will be determined by how many pieces sell. And based on that, the boutique may decide to sell your jewelry regularly.
11. Sell Jewelry on Etsy
You’ve probably heard of Etsy, the online marketplace for handmade and vintage items. It’s a productive place to sell your jewelry, as there’s a large and engaged community of buyers looking for unique and artisanal pieces.
To get started on Etsy, create a shop name, set up your payment and shipping information, and start listing your products. Then, take advantage of the various features Etsy offers to help you promote your jewelry, such as tags, titles, and descriptions. And be sure to engage with the Etsy community by responding to feedback and questions from buyers.
Don’t forget to sell jewelry on Etsy; it’s an excellent way to reach an entirely new group of customers.
How To Market Jewelry On Etsy
- Determine your ideal keywords
- Write descriptive SEO-rich product descriptions, including your keywords
- Create captivating product titles (include keywords if you can)
- Use high-resolution images
- Pin your Etsy products to your Pinterest boards
- Promote your Etsy shop on social media
- Interact with your Etsy shop customers
12. Work at Collecting Great Online Reviews
When it comes to online reviews, the more, the merrier! Great reviews help you rank higher in search results, but they also help persuade potential customers that you’re a credible business worth doing business with.
There are a few ways to collect online reviews for jewelry marketing, but the easiest is to simply ask your customers for feedback after they’ve made a purchase. You can also send out review requests after special events or promotions.
Whatever you do, make sure you’re working to collect as many great reviews as possible. The more positive feedback you have, the more likely people will trust your business and buy from you! Collecting great reviews is another tool in the shed and is perfect marketing for jewelry business ideas.
13. Invest in Quality Jewelry Photography
If you’re looking to take your jewelry business to the next level, investing in high-quality jewelry photography is essential. Professional photos will help you sell your pieces online and in stores and can make all the difference in attracting new customers. So when you think about how to market jewelry, high-resolution photography must be at the top of the list.
There are a few things to keep in mind when taking jewelry photos. First, lighting is critical, so ensure you have a bright, sunny day or use a good photography light. Shoot against a plain background for cleaner shots, and avoid using too much zoom or editing software that can soften your jewelry’s details.
Above all, make sure your jewelry looks its best! Use props and backgrounds to compliment your pieces, and take lots of shots to pick the best ones. With a bit of practice and some good-quality photos, you’ll be able to show off your jewelry in the most optimal light.
But, of course, if you don’t feel like your photography skills are up to par, or you don’t have a great camera, don’t be afraid to hire a professional photographer to shoot your jewelry products.
To have a successful jewelry marketing campaign; you must have excellent photography. They are needed across all your marketing avenues: your website, social media, email correspondence, and newsletters.
14. Consider Your Customer Service Techniques
One of the most critical aspects of your business is customer service. After all, you want your customers to be happy with their purchase and feel like they can come to you with any questions or concerns. And while you may not think that customer service could be part of your marketing strategy, we’re here to tell you it is. Remember this:
“A happy customer will tell a friend; an unhappy customer will tell the world.”
Here are a few tips for providing excellent customer service:
- Be prompt in responding to inquiries.
- Ensure your website and social media platforms are easy to use and navigate.
- Offer free shipping on orders over a certain amount.
- Provide a return policy.
- Make it easy for customers to contact you.
- Thank customers for their business.
15. Find a Tool to Help You Streamline the Process
There’s no doubt that a well-executed jewelry marketing campaign can do wonders for your business. Not only will it help you attract new customers, but it can also help you build better relationships with the ones you already have.
We understand all this process may feel overwhelming and that’s why we recommend considering different digital marketing tools to help streamline the plan, the to-dos, and the strategy. Deciding to use a digital marketing tool can make it easier to save you time and energy, so you can spend most of your time doing what you know best: jewelry. If you haven’t met CoPilot before, it’s time to say hello! Tailwind has created the perfect tool to grow your reach and customer conversion!
To choose the marketing campaigns that will provide the best ROI while saving heaps of time. CoPilot takes into account your business type, marketing best practices, and more. CoPilot helps you reach your customers across the entire marketing funnel. Give it a try today for free, you won’t regret it!