Digital Marketing Ideas for a Jewelry Store

Why marketing fails

Most jewelry marketing fails for a boring reason: it's done in bursts, nobody records where customers came from, and nobody knows what to repeat. Pick two or three of these ideas, run them for a full quarter, and let the numbers decide the rest.

Twelve ideas that work

Here are twelve that work for an independent jeweler: Instagram and Pinterest, local influencers, and email, care guides and stories, local SEO, and social ads with rules, short video, reviews and customer photos, and loyalty built for long buying cycles, a fast online store that's synced with your stock, local business partners, and above all, measurement.

Social, influencers and video

On Instagram and Pinterest, consistency beats production: close-ups in natural light, on the same backgrounds. Pinterest boards keep sending traffic. A local account with a few thousand engaged followers will do more for you than a national one with a million, because their followers can walk in. And a ten-second clip of a ring turning on a hand in daylight beats any still photo.

Email: the channel you own

Email is the channel you own. A monthly newsletter is enough, but the real money is in a personal note before an anniversary, which needs the date captured at the register.

Content, local SEO and reviews

Content that answers what people search for, like how to clean a sapphire ring, brings in readers who then know your name. Complete your Google Business Profile, and give every service its own page. And ask for reviews at the moment of delight, when a customer picks up a finished piece.

Social media advertising, with rules

Run paid social with rules: target a radius you can actually serve, and put money into retargeting, your highest-value campaign, cap every campaign at what you'd be comfortable losing, and check the cost per lead every week.

Loyalty, the online store and local partners

Build loyalty around the events that bring people back: a credit toward the next purchase, free cleanings, and referral rewards. Keep the online store fast on a phone, and synced, so a piece sold on Saturday isn't still listed on Monday. And partner with local businesses, giving each one its own offer code.

Measure it, or stop doing it

Then measure it, or stop doing it. Say you spent $600 on retargeting, and four customers named it at the register, with $9,000 in sales between them. That's a channel to keep. So ask every new customer how they found you, and record it on their profile.

Marketing tools in WJewel

In WJewel, customer profiles hold birthdays and anniversaries, you can text customers right from their profile, referrals earn points, the loyalty program gives customers a share of their purchases toward the next one, and your online store stays synced with your inventory.

Contact us

You'll find all twelve ideas on the WJewel blog. WJewel is fully web-based, and runs on PCs, Macs, tablets and phones. To learn more, visit www.wjewel.com, or call us at (646) 578-8300.