Jewellery eCommerce is growing faster than expected. Previously, customers were more comfortable buying jewellery from offline stores. However, due to the pandemic, consumers are now more at ease with shopping for jewellery online because of the increased convenience.
According to recent research, online jewellery sales are expected to reach $117.3 billion by 2027. Therefore, it is important to understand how to increase the growth of a jewellery eCommerce store.
The potential growth of a jewellery eCommerce store can be achieved by employing targeted marketing strategies. We will help you with the right marketing strategies for boosting your jewellery eCommerce store.
Why is Targeted Strategy Important for jewellery eCommerce Store?
A clear digital marketing plan is necessary to succeed in the fiercely competitive jewellery market. It assists in determining which jewellery designs and services to advertise and how to attract new clients.
Your strategy should clearly define your target market, showcase the distinctive design of your jewellery, establish the best possible price, and outline the best in-store and online advertising techniques to survive in this competitive market. Let’s determine the key importance of targeted strategy for a jewellery eCommerce store.
Uplift Customer Experience
A jewellery brand that selects collections based on consumer preferences is well-known for its modern, minimalist designs and targeted strategy. For example, providing style guides and personalised engraving options can help clients discover pieces matching their preferences to boost their experience.
Increased Conversion Rates
By using a targeted strategy, customers can get personalised products. This approach specifically targets those looking for unique jewellery. Because customers feel involved in the design process and are more likely to make a purchase, it results in higher conversion rates.
Optimised Marketing Budget
Focusing on targeted campaigns can improve the advertising and promotional process. For example, prompting products on platforms like Instagram can help connect with customers and ensure they get the jewellery appropriately. This approach ensures that their marketing budget is spent efficiently, reaching customers more likely to purchase based on shared values and improving ROI.
Stronger Brand Loyalty
A great targeted strategy helps to connect with the end-users better. With a strong brand strategy, jewellery brands can design collections to cater to different life moments, such as birthdays, anniversaries, and graduations. This personalised approach encourages repeat purchases as customers return to mark special occasions.
Top Marketing Strategy For Boosting Your Jewellery eCommerce Store Performance
The appropriate marketing strategy is essential for boosting online jewellery stores’ performance, visibility, and sales. Let’s explore the core marketing strategies that can be implemented to ensure excellence.
Implementation of SEO
Making your website search engine-friendly helps potential buyers easily find the right product from your jewellery eCommerce store. This process can be done by implementing an in-depth keyword analysis to find out what search terms people use to find their preferred jewely. For example, if your end user is looking for a gold necklace or diamond earrings, they might use the keywords “handmade gold necklaces” and “diamond stud earrings.”
After determining which keywords to use, organically incorporate them into product descriptions and other website pages to boost your ranking and reach maximum customers. According to a recent study, an appropriate use of SEO can increase the organic conversion rate by 14.6%.
Hence, using keywords and implementing SEO appropriately can help boost your jewellery store’s visibility and make it easier for customers to find their preferred product.
Use of Social Media Marketing
Social media marketing can help boost your Jewellery business. Platforms like Instagram, Facebook, and Pinterest can help attract an organic following and foster a community of loyal customers. For instance, you can engage followers with Instagram reels featuring interviews with the jewellery designer to create a personal connection.
Conducting regular social media activity can also help maintain your brand’s relevance. A recent study by HubSpot has found that 73% of marketers believe that social media is adequate for their online business. Hence, integrating social media advertising can amplify your reach and drive sales.
A few social media strategies can also boost your store’s visibility, such as engaging with influencers, running contests and giveaways, creating a visual identity, running ads on Instagram and Facebook for targeted marketing, and lots more.
Email Marketing Strategy
Engaging with your customer base through email marketing is a cost-effective and efficient strategy that results in a high return on investment. You can increase customer engagement by carefully compiling a superior email list and sending targeted emails showcasing new lines, limited-time offers, and seasonal specials.
According to the DMA reports, 58% of total revenue comes from segmented email campaigns, demonstrating the efficacy of this strategy. Using A/B testing and responsive design can significantly increase the impact and engagement of your campaigns and help you further optimise them. Adopting this tactic will help you grow and market your online jewellery business.
Influencer Marketing
Influencer marketing is an effective strategy for jewellery brands to grow their following and draw in new clients. When you collaborate with influencers, your brand is exposed to a new audience of potential customers who trust and interact with their recommendations.
According to the research, 69% of consumers rely on influencers’ recommendations, and brands that use influencer marketing gain exceptional ROI. Hence, an influencer marketing approach can help increase traffic to your website and social media platforms to grow your jewellery brands by building a more engaged and larger audience.
Customer Testimonials
Using client testimonials is one of the best ways to raise awareness of your jewellery brand. Positive customer experiences on your website, social media pages, and mobile applications boost trust and influence your jewellery purchase.
A recent study found that 72% of consumers are more likely to trust a brand that has favourable customer testimonials and reviews. This tactic reassures potential buyers, draws in new business, and displays satisfaction.
Product Giveaways
Organising product giveaways is a great way to interact with potential clients and expand your social media following. For instance, using giveaways in social media can significantly boost the brand’s exposure, following, and interaction.
Giveaways are an effective way to promote your eCommerce jewellery business because they can increase social media followers by up to 70% and brand awareness by 34%.
Customer Loyalty Programs
Loyalty programs can be an effective way to increase repeat purchases and build long-term relationships with customers. For example, they can reward customers for their purchases, reviews, and social media posts and allow them to redeem points for future discounts.
These programs not only increase sales but also promote a sense of community and brand loyalty. 72% of customers prefer brands with reward and loyalty programs to build their relationship with the brand. By providing incentives, jewellery brands can encourage ongoing engagement and convert customers into loyal advocates.
Implementation of the Right Advertising Option
Relying solely on organic marketing is insufficient to increase your brand’s reach. Using the right eCommerce advertising platforms can help jewellery brands reach a larger audience and increase sales. Google Search Ads target relevant keywords, whereas Google Shopping Ads highlight product images, prices, ratings, and shipping information at the top of search results to increase clicks and sales.
Paid social media posts on platforms like Facebook, Instagram, and Pinterest can also be a great option. For example, using an Instagram ad with a time-sensitive discount code generates urgency and engagement. Integrating Google Shopping campaigns with social media ads resulted in a 30% increase in click-through rates and a 25% increase in sales.
Hence, combining these platforms can significantly increase brand reach and conversions, with social media ads resulting in higher engagement.
Success Story
A range of digital marketing channels have been employed by luxury jewellery brand Bulgari to connect with its target market. Successful social media, influencer, and online advertising campaigns have been launched by the brand to better reach its target audience.
To promote their gorgeous products, they partnered with a litany of celebrities and influencers. Recently, they worked with Zendaya to promote their Serpenti collection on social media. By working together, a wider audience was engaged, and brand awareness was raised.
David Yurman
David Yurman, an elegant jewellery brand, has successfully used social media and influencer marketing to create versatile products. With 587K Instagram followers, the brand engages its audience through stunning visuals of its jewellery and aspirational lifestyle content.
They also collaborate with celebrities to promote their amazing products. Their recent collaboration with Olivia Palermo, a well-known fashion influencer, featured David Yurman’s various jewellery pieces on her Instagram account. She has also highlighted the brand’s elegant designs in order to boost visibility, traffic, engagement, and sales for David Yurman.
Final Word
Mastering the appropriate digital marketing strategies can significantly impact your jewellery online store. Targeted marketing can boost conversions, click-through rates, and sales exceptionally. With the right strategy, your brand may succeed in a competitive market, achieve new heights, and engage customers in ways never seen before. Partner with jewellery eCommerce experts to get your brand’s full potential for remarkable growth.
