Becoming a thought leader means more than simply speaking to customers who visit your jewelry store, In today’s digital age, you need a comprehensive plan to lead the conversation online and establish your brand as the one consumers in your market immediately think of for all of their jewelry-related needs.
Unfortunately, most jewelers fail to grasp this concept, and waste time and resources on efforts that do little to nothing to build true authority. If you’ve ever wondered why your competitors are more successful at attracting new customers, the problem may be your thought leadership (or lack thereof). To remedy this, jewelers should seek the help of a digital marketing partner -- like GemFind -- who specializes in the industry and can help implement multiple strategies to build authority for your business. Here are a few ways you can become a thought leader in your market:
Focus on Educational Content and Blog Posts
One of the easiest ways to become a thought leader is to provide your target audience with knowledge about jewelry-related subjects. For example, you can create a web page called “Diamond Education”, which discusses the 4 c’s of diamond quality.
In addition to on-page content, you should also be publishing frequent blog posts that educate your audience and speak directly to their specific pain points. A great example is a blog post series about buying an engagement ring on a budget; as this is a common issue among consumers in the market for a ring.
The goal here is to not only entertain your demographic, but provide valuable information they can use to make a buying decision. By being helpful and knowledgeable about jewelry-related subjects, your users will then turn to you for all of their jewelry-related needs, as they will consider your business to be an expert.
Furthermore, you can provide additional educational content, such as eBooks and case studies. These assets can be used as lead magnets to pull an audience into a sales funnel.
Keep an Eye on Your Competitors
The old adage, keep your friends close and your enemies closer couldn’t be more appropriate in the world of business. While your competitors aren’t necessarily your enemies, they are targeting the same customers and directly competing for sales in your market.
With this in mind, it’s important to keep a close eye on what you’re competitors are doing to see if you can implement similar strategies and expand on them. For example, if the jewelry store down the street is gaining traction from their blog posts about popular jewelry trends, you may want to post similar topics to capitalize on an established audience.
Additionally, there may be opportunities for your brand to fill the gaps where your competitors are lacking. For instance, if your competitors don’t offer much information about diamond quality, you can provide a piece of educational content (such as an eBook guide or blog post).
Consider Creating Engaging Educational Videos
Videos are increasingly becoming a popular medium for increasing brand awareness and marketing products.In a recent study conducted by HubSpot, it was found that 72% of customers would rather learn about a product or service by way of video.
This is why jewelers should seriously consider creating videos that engage and educate users as a way to build thought leadership. Videos are an incredible way to provide value to your target demographic while showcasing your knowledge of the industry and the products your audience is interested in.
Doing one video per month or 2 per quarter can help significantly boost your brand awareness. Some topics you could cover could be “engagement ring buying tips” or “how to know if a diamond is real or fake”. These topics are easy to digest but can be extremely helpful for your target audience.
What Thought Leadership Boils Down to
At the end of the day, being a thought leader consists of building and maintaining a level of confidence in your brand. Providing valuable information through multiple channels, is the best way to gain authority in your market.
If you’re lost on where to start, consider partnering with a digital marketing team who specializes in the jewelry industry. Our experts can put together a comprehensive strategy to help your jewelry store become a thought leader in your local market. Contact GemFind today to get started.
Contact us today to get started. 800-373-4373
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