The Jewelry Industry is Changing Rapidly
The days of closed-door handshake deals between family jewelers with relationships built over generations are disappearing. Although trust will always be important to collectors and traders of prescious metals and gems, technology is beginning to take hold in even the most traditional industries-like jewelry. Beyond understanding the GIA’s 4 C’s it’s critical to leverage high-quality digital marketing whether you trade jewelry behind the scenes, have a local brick-and-mortar shop, or sell jewelry directly onto an E-commerce website.
Did you know that more than 95% of people seeking jewelry use a search engine to do so? Suprisingly, there has not been the expected boom in digital marketing agencies specializing in jewelry. Instead, marketing for jewelers is largely left to two major players (Punchmark & Gemfind). The problem with the monopoly of an industry by only two players means that prices, quality, and reliability can be compromised.
Jewelers associated with the American Gem Trade Association are beginning to heavily invest in their website SEO, paid ads, lead generation, web design, social media, and content creation. This is especially true for paid advertising such as Google AdWords. If your business’s website cannot rank in the top 3 on the SERPS, then you will likely be dominated by competitors using ads and investing heavily in organic local SEO.
SEO Strategies for Jewelers
If you have a specific jewerly niche that you are targeting, it is important to use keywords that your prospective customers will be searching for. Three things to look out for when undertaking jewelry keyword research are traffic, competition, and relevancy.
Creating useful content on a steady basis is vital to ranking highly on search engines. Ensure that it’s relevant to prospective clients. New content should also have synergy with your keyword strategy. Current content should be optimized using existing SEO tactics. Individuals looking to purchase jewelry generally value a user-friendly website experience. An aesthetically pleasing website design is critically important in the jewelry industry. Keep this in mind as you optimize the “flow” of your site and sales funnel.
Attaining backlinks is crucial for ranking well, especially in the jewelry industry. These links need to be from websites that rate highly in quality, authority, and trust. Legitimate jewelers have backlinks from a diverse group of websites, while still remaining relevant to their specific niche or specialty.
The number of jeweler locations plays a factor in determining how to structure local SEO efforts. SunCity Advising has helped numerous jewelers optimize their websites, boost leads, and increase marketing ROI.
Is PPC Worth it for Jewelers?
Pay-Per-Click Advertising is more important for jewelers than for most other industries. This is because paid ads can be delivered to prospective customers at the exact time they are seeking to buy jewelry. In this sense, the power of online paid advertising is often underestimated.
We specialize in Google Merchant advertising. This allows our clients to extend the reach of their products beyond their own website through Google Shopping ads that show their products at the top of Google searches. When this strategy is combined with a Google Search Intent Strategy and Google Display retargetting campaigns, products will become visible during any potential customer’s use of the internet.
Additionally, our paid advertising capabilties include Facebook and Instagram targetting and remarketting. Our experience with Yelp and Pinterest ads can be leveraged as well to expand paid advertising reach.
Jewelers Should Use… Social Media?
One of the biggest marketing mistakes jewelers make is ignoring social media. When jewelers include social media in their marketing strategy, branding and trust-building reap the benefits. The ideal jeweler marketing strategy must include Facebook, Instagram, Yelp, and Pinterest at a MINIMUM. Other platforms should be utilized in order to achieve digital marketing success. SunCity Advising has access to management and research tools which delve into all aspects of jeweler social media to the maximum capacity.
Social media can be a great way to locate potential customers based on location, interest, age, and other demographics. We consider social media paid advertising as part of our PPC services because of the need to allocate and manage budgets, however, these platforms have proven quite valuable for many jewelers and other product-based industries. Regular posting helps establish and maintain a brand and upon building an engaged following, can provide social proof to potential customers unfamiliar with your brand.
Web Design for Jewelers
Flexibility is of the utmost importance regarding jeweler web design. The SunCity Advising team has created websites for small-scale and large-scale jewelers. From simple websites to complex landing page testing, our specialization delivers quality sites with fast page speed and powerful marketing funnels. We combine our search engine optimization strategies with web design tactics in order to achieve the highest possible rankings and the most user-friendly site experience.
As mentioned above, there is a monopoly on jewelry website by two companies that frequently fall short of jewelers marketing expectations. We do not require licensing or the payment of any other hidden fees when building a website for our jewelry clients. We are frequently asked to rebuild websites that were originally created by those same companies.
Content Creation for Jewelers
Similar to social media, content creation is often ignored by jewelers. On the contrary, the SunCity team puts an emphasis on valuable content in the jewelry industry. One of the key strategies to organically ranking on the SERPS is creating valuable relevant content on a consistent basis. SunCity Advising employs content creators and curators that specialize in jewelry-centric writing.
Extensive keyword research is required in order to be successful in creating high-ranking content. Once you know which keywords to use, the next step is structuring everything properly. This includes correctly placed and sized headings, internal and external links, embeding photos and videos, and much more. Furthermore, once you create a solid piece of jewelry-focused content, you cannot just leave it alone. Existing content optimization must be carried out in order to continue ranking for that page. All in all, content is truly king in achieving high search engine rankings in the jewelry industry.
Lead Generation for Jewelers
Lead Generation is one of the most impactful areas of digital marketing to jewelers. The number of leads coming in on a monthly basis can be the difference between a profitable or costly quarter. Jewelry leads can be generated through email marketing, social media, blogging, paid ads, and countless other methods. The SunCity staff has done the dirty work of running split tests for all of the different methods, specifically in the jewelry market; now we know what to recommend to jewelers based on their size, location, number of locations, jewelry type, price points, and other variables. Obtaining leads that are both relevant and cost-effective is a daunting task, but SunCity Advising has a track record of delivering lead generation results that drive growth.
Do you need Jewelry marketing help?
SunCity Advising’s success with jewelers speaks for itself. Whether you are a small-scale or large-scale jeweler, a solidified marketing strategy is a valuable asset. If you have questions regarding how your jewelry business can utilize SEO, PPC, web design, social media, lead generation, or content creation, please contact us today.