As summer comes to a close and the holiday season approaches, it's essential to start planning your digital marketing strategy for the upcoming months. With the increasing number of online shoppers, it's crucial to create a captivating strategy that converts browsers into buyers. These next few months are crucial for jewelry stores, so follow these tips to maximize the potential of your digital marketing plan.
Customer Website Experience
Jewelry isn’t just a purchase; it’s an experience. Your website needs to reflect the enchanting and timeless beauty, elegance and allure of your products. To that end, make sure to pay special attention to:
Ease of Use and Navigation
Having a straightforward menu structure, easy-to-follow navigation and a simple, straightforward checkout process are crucial to not only getting the attention of shoppers but also encouraging them to come back. Make sure they can find what they’re looking for in a way that’s naturally seamless and intuitive.
When selling jewelry online, try to mimic the in-store purchasing experience as best as you can through your website. Because users can’t touch your jewelry or try it on, your imagery is their way to decide how your products will look on them. Use professional lighting and backgrounds, highlight intricate details and include the piece from various angles including close-up and in context (someone wearing the piece or set) to give the customer the full picture of how the item might look on them.
Make sure that your website is designed to load quickly and adjusted to fit a variety of mobile and tablet device screens. You want to carry over the same experience that desktop users have for mobile shoppers and considering that the percentage of mobile shoppers increases every year, this is a part of your website traffic you can’t afford to ignore.
Leverage Social Proof
Testimonials and online reviews and comments can make a big impact in a customer’s decision to purchase from you. Potential customers find great value in the experiences and recommendations of others and positive reviews and comments can help instill trust and brand recognition.
Social Media and Email Marketing
Both social media and email marketing are two crucial areas of focus for the holiday season, as well as before and after. Make the most of your social and email marketing efforts by trying these options:
Curated content helps position your brand as a more recognizable face in a sea of competitive “me too” companies. By curating your content to appeal to segments of your user base that are most likely to buy, you’ll be showing them that you have their needs in mind and are prepared to offer them the best options for their jewelry shopping experience.
User-Generated Content (UGC)
User-generated content helps build authenticity and credibility. With contests and giveaways featuring users wearing jewelry they’ve bought from your store or even sharing their jewelry shopping experience, you can help showcase your brand’s unique experience while enjoying lots of free publicity from your customers.
By using email marketing to segment your list, you can offer more customized, tailored emails to your prospects. For example, someone who just purchased an engagement ring in order to pop the question over the holidays may be interested in buying a wedding ring soon!
Holiday Events and Promotions
Holiday events and promotions tap into the holiday spirit and get customers excited about what’s to come.
Every shopper loves to feel like they’re your only priority. Invite them to exclusive holiday launches to give them a VIP behind-the-scenes tour of new launches or provide early access to shoppers who are looking to score great deals before the holiday rush.
From birthstone jewelry promotions featuring the mesmerizing blue of turquoise, the deep red of garnet or the alluring violet of amethyst to glittering diamonds reminiscent of a winter wonderland, you can let your creative flair shine with seasonal promotions that tap into the festive shopping spirit with a sense of urgency.
What’s more, the holiday season is one of the busiest times for engagements and marriages, so grooms and brides-to-be know that competition will be fierce for great deals and the most luxurious pieces, and they certainly won’t want to be left behind! Show them you have their best interests in mind along with an unbeatable selection they can’t find anywhere else!
Now is a great time to launch a loyalty program. Users can earn points that they can use toward a future purchase, or get insider access to limited-time sales or other offers. Loyalty programs can help you boost your sales and grow your bottom line, but they’re also a great way to better understand your customers. We’ve got the complete guide to creating a loyalty program for your jewelry store if you’re just starting out. Check it out!
By keeping these points in mind when planning out your holiday social media strategies, you’ll be one of the first jewelry stores to beat the holiday rush as well as plant the seed for shoppers to get great deals now before the hectic gift-buying reaches a fever pitch. If you need more than just a little website refresh or you need help taking your strategy to the next level to consistently attract customers, reach out to the experts at GemFind Digital Solutions and let our advertising, marketing and design specialists help you prepare for the most successful Q4 season yet!