Even though blogging started picking up steam in the early 2000's, it has shown no signs of stopping or even slowing down. Although we’ve come a long way from the early days of online journals, blogging as a marketing strategy is even more relevant today than it has ever been and it can be super beneficial for jewelry stores.
With that in mind, how should you go about writing blog posts to help market your jewelry store? At first, you may be thinking that every post has to “sell something”, but that isn’t necessarily true. In fact, helping to educate your prospective customers on what they’re interested in buying can go a long way toward cultivating a business relationship between you and your buyers.
The truth is that all of the best blog posts follow a simple “formula” that, once you learn it, can help you write enticing, engaging and interesting blog posts for your jewelry store to help capture clients at any stage of their buying journey.
Write Content for Potential Jewelry Buying Clients
Creating blog posts that your potential and existing clients will find engaging and worth reading is key. For example, a post about “How to Buy Jewelry Online” is going to face a lot of competition. Not only that, most people who will be reading your blog already know how to shop online -- they want to know why they should be buying from you, in particular.
Fortunately, you can step right up to the plate and solve that, as well as rank well for relevant search terms in your jewelry store niche by taking the time to:
Answer the Questions Your Clients are Asking
Let’s say you sell engagement rings online. Within this topic along, there are possibly hundreds of different topics to explore,, but just as an example, here are some of the things people are searching for on this subject right now:
- Engagement ring shopping during COVID-19
- How much should I spend on an engagement ring?
- Should I buy a lab grown diamond?
- Top styles of engagement rings?
And so on. That’s not even touching on the many different areas your blog post could branch out into, such as choosing a diamond, choosing a setting, choosing the right carat, etc. Most engagement ring buyers need to be educated before making the big purchase and commitment, so use your blog to answer all of these questions beforehand!
Format the Post for Easy Reading
Keep in mind that people may be searching for ideas or asking questions while they’re out, so it makes sense to make your blog post easily visually “digestible” on both computer and laptop screens as well as mobile devices.
That means breaking up your post into easily scannable sections like we’ve done here, as well as adding relevant images and other things like bullet points to help break up big chunks of text.
Finally, you want to complete the post with a call-to-action. Weave this into your jewelry store blog post easily by guiding the user from the information you’ve shared onto the next step of your sales funnel, which, for our example above, might be something like:
“Browse our complete selection of beautiful bridal engagement rings”.
This natural segue guides the user from simply reading about engagement rings to taking action. Much like the person who is “just browsing” in a department store, it’s much more difficult not to walk out with at least something purchased (or at the very least, a better idea of what you really want!)
Feature Local Engagement Stories
Your blog can become a storybook of engagement stories and photos which will only help capture future sales. Have it become a a part of your sales associates process with their clients, reaching back out for engagement photos and stories to be featured on your blog. Chances are a newly engaged couple and bride to be would be thrilled to be featured on your blog and share the post on their own social media. This provides digital "word of mouth" recommendations just by taking the extra step to blog about your client's own story.
Find a Digital Partner
By keeping these points in mind as you create your blog posts, you’ll be able to write in a way that not only attracts users to want to know more, but may also help to encourage them to check out your jewelry and buy from you! And if you need help generating that traffic using proven strategies that work to promote your jewelry store online, why not reach out to us at GemFind and learn more about how our jewelry store marketing services can help you? We look forward to hearing from you!