The Complete Marketing Plan for Your Jewelry Store

Creating a marketing plan for your jewelry business doesn’t have to be a long, drawn-out and complicated process. There are steps to take to devise a clear plan and you simply have to answer a few questions starting out. The good news is that with GemFind on your side, by the time you finish reading this article and doing each of the steps, you’ll have the very own basics for your own jewelry business marketing plan! Whether you are just starting out or a seasoned jewelry business, there are always ways to improve and revisit your marketing strategy.

With that in mind, let’s jump right in:

Do Your Marketing Research

You want to have a solid marketing foundation and a deep understanding of who your target audience is. This only happens when you do proper market research. For example, having a finger on the pulse of trends, competition, market needs and more will help you position your business to take advantage of those specific points.

Consider things like:

• Demographic research: Who’s buying your jewelry? What gender, age group, education level?
  
• Who is your target audience? This may or may not be intertwined with your demographic. You may be surprised at what you learn!
  
• What is the market need?  What is your target audience looking for in jewelry? What do their tastes tend to lean toward? What need can you fulfill?
  
• What is the competition?  Is there already a jewelry company in your market that fills that need? Have they been in business long? What can you offer that they can not or what can you do better?
  
• What’s keeping you from dominating the market? It isn’t always easy to just jumpstart your business, even if you know the answers to these questions. What other barriers to entry are there?
  
• What regulations should you be aware of?

Once you’ve got all of the formalities out of the way, it’s time to jump into the nitty-gritty about your target audience.

Create Buyer Personas

Simply put, a buyer persona is a fictitious character that represents your ideal client, including the aforementioned demographic info you uncovered. This helps you “see things through their eyes” and puts you in the right mindset to be able to communicate that to them through your website content, branding and more.

When you understand a buyer’s wants, needs, desires and reasons for buying, you can tailor your marketing to meet their needs and exceed their expectations head on. With buyer personas, you can step into their shoes and see what kind of information they need to help them make the decision to buy, and why they should buy with you versus a competitor -- or doing nothing at all!

Conduct a Competitive Analysis

A competitive analysis helps you see not just who your competitors are, but where you stand in the midst of them all. Who are the biggest players in your online jewelry store business? What do you do better than them? What do they offer in terms of selection and pricing? What about customer service? Where and how do they advertise?

This process will help you identify unique opportunities where you can carve out your own niche and dominate it over your competition. It will also show you areas where your competition is weaker and where you are stronger.

Create a USP

Your USP is your Unique Selling Proposition -- what makes you stand out from your competitors. It needs to be something concrete, such as having original designs, a wide variety of pieces, expertise with precious metals and gemstones; something your competitors can’t readily steal from you.

When creating your USP, be sure not to base it on quality (too subjective) or price (which starts a race to the bottom with your competitors). Leverage your strengths here to do what you do best!

If you’re not sure, ask a few people who aren’t particularly familiar with your brand to look at some of the pieces you or others have made, and make a list of some of the qualities they have in common. If you compare between the two, you’ll have the answers you’re looking for on what sets your brand apart from the others!

Define Your Brand

Your brand takes time to develop, so don’t rush this process. Think about things like color psychology, font style, logo style and more. All of these will interplay with and off of each other to form the brand that is uniquely your own. Take the time to create a sort of “Brand Bible” which includes these points as well as the language you want to use within your brand. Essentially your brand’s personality.

Professional Photos are Worth the Cost!

Great photos help your jewelry practically sell itself! Take the time to pay to have professional photos made every few months. They not only make beautiful photos for your website, but they also help sell your jewelry through social media.  Although you can do it yourself if you’re willing to invest the time and effort, a professional photographer will know precisely how to stage your photo and make it look irresistible!

Start Developing Your Website

Getting your website set up with the right platform to sell your jewelry is crucial to your success. We recommend Shopify for their tight integration with social media (more on that below), their user-friendly interface, their ease of adding, updating and syncing your inventory and their variety of business and promotional tools.

Shopify also makes it easy for you to optimize your products for the search engines so that you’re found on sites like Google and Bing as well as on local site search. Your website is often the first and only impression that customers have of your business, so it’s important to do it right!

Create Your Presence on Social Media

Social media isn’t just Facebook! There’s YouTube, Instagram, Twitter, Tiktok, Pinterest and many more. Creating a presence on each of these isn’t mandatory, but if you want to be where your target audience is, it’s important to be established on the ones you know they use. Each one has its own special flair and attracts its own type of audience so rather than spreading yourself too thin trying to be everywhere at once, focus on the ones your target customers are more likely to be using.

Remember, go where your customers are!

Always Be Optimizing!

Last, but certainly not least -- remember that your website and social media accounts are not a “once and done” thing. You always need to be looking at your analytics, finding out where people came from, seeing how your ad campaigns performed, and trying new things to see if you can keep on scaling and outperforming your previous best.

At GemFind, we help jewelry store owners just like you capitalize on the best tools and technology to promote your online jewelry store. Contact our experienced jewelry store website professionals and let us help you build and market your presence in a way that helps to grow your brand and boost your sales! Connect with us today to learn more!