No matter what their store size, the number of stores they have, or their location, there is one thing that is common amongst all jewellers, and that is the desire for more customers. Without a steady stream of new customers a jewellers business, or indeed, any business, is on the retreat and ultimately may find itself in a position where it is no longer a sustainable business.
The good news is that there is no shortage of methods for a jewellery store to attract new customers, either through its doors or through its website. To help you seize those opportunities, here are seven tactics to attract more customers to your jewellery business.

Pay-Per-Click Advertising

For jewellers who want almost instant results, the main option for you is pay-per-click (PPC) advertising. With PPC, you can advertise your jewellery business on some of the most visited websites online, such as Google, Facebook, and YouTube, often for no more than a few cents per click.

What sets this apart from traditional advertising wherein an upfront payment is required, is that you only pay whenever someone clicks your advertisement. If your jewellery store’s PPC campaign is successful, the cost becomes trivial because you get more than what you pay for.

Aside from budget flexibility, PPC marketing is measurable and trackable since these platforms come with tools that let you view the clicks, conversions, and impressions. You can even target specific audiences based on things like their browsing history, search behaviour, and demographics.

To get better ad positioning and lower costs, you need to provide PPC advertising platforms with trustworthy, high-quality ads that are relevant to the keyword. Here’s how you can maximise your PPC campaign:

• Define the goals of your PPC campaign. Is it brand awareness, sales, leads, or local store visits?
• Identify what keywords you want to target. Your keywords should meet the reason for your target audience’s search. For some platforms, you can also set negative keywords to prevent irrelevant ad clicks.
• Check out your competition. Analyse what keywords they’re using, their target audience, and how they’re trying to stand out.
• Create ads that are clear and straight to the point. It should easily communicate what value your jewellery store is offering.
• Target the audience you want to reach. You’re more likely to get the results that you want when you indicate the audience segments.

Continue refining your PPC campaigns. Adjust your strategy depending on how well your ads are doing. The same goes for your ad copy, keywords, and target audience.

Social Media Marketing

There is no denying that social media sites have some of the largest audiences online and if your jewellery business does not embrace social media, then other local jewellers that do will have a huge competitive advantage over you. Social media campaigns can be outsourced for a small amount, giving your jewellery business a great opportunity to build an audience and its brand.

A social media marketing (SMM) campaign includes optimising your store’s profile and posting pictures, videos, stories, and live streams that are relevant to your brand, attracting potential customers. It also entails building your reputation and engaging with your followers through comments, shares, and likes.

Businesses that utilise SMM can reap the following benefits:

• Traffic Boost – You can increase traffic to your website wherein you can convert these leads into sales by posting your website link in your profile and sharing blog posts and shop promotions.
• Lead Generation and Sales – Social media platforms like Facebook also allow businesses to create a shop, so you can directly generate sales. Customers can also directly message your store or book an appointment.
• Brand Awareness Increase – An SMM campaign can also help you build your brand identity, give your jewellery store your desired persona, and make your target audiences more aware of your brand.
• Build and Maintain Relationships – Social media allows businesses to interact with their followers to build trust and loyalty. It can also serve as an extension of your jewellery store’s customer service.

Podcasting

Podcasting is one of the most underrated and underutilised marketing channels online. Podcast audiences are huge and there are successful podcasts in every niche you can think of. There are successful jewellery podcasts, and for the sake of recording a 15 to 30-minute audio and publishing it online, you can quickly establish yourself as a knowledgeable and respected jeweller.

Here’s a quick guide on how to start podcasting for your jewellery business:

• Create a list of topics that will interest your target audience.
• Choose a podcast format that fits your topic and brand image. It can be an interview format, monologue, co-hosted format, panel, storytelling, repurposed content podcast format, or you can come up with your own.
• Determine how long you want each podcast to be. Too long and people might not be able to finish it. Too short and you might not be able to fully communicate your message.
• Decide on your release schedule. Being consistent allows your listeners to look forward to your jewellery store’s releases.
• Invest in quality equipment if possible or once your podcasts are gaining traction.
• Use audio editing software to optimise the quality of your podcasts, even free ones.
• Pick a hosting network where you can reach your target audience. Consider ease of use, storage, bandwidth, and costs as well.
• Promote your podcast on your website, blog, social media, events, and physical store.

Video Marketing

Video marketing has exploded over the past ten years and shows no signs of slowing down. Videos on every subject imaginable are watched on websites such as YouTube and TikTok, and those making videos are generating customers and revenue on a massive scale. You could outsource your video creation but even using your mobile to record short but informative jewellery videos can be highly effective.

Other benefits include increasing engagement, improved SEO rankings, better conversion rates, enhanced brand awareness, and a smoother user experience since videos are easier to digest.

Some of the types of videos that you can choose from for your jewellery store are:

• Explainer videos
• Product demos
• Customer testimonials
• How-to videos
• Live streaming videos
• Event videos
• Interviews
• Animated videos
• User-generated content

Email Marketing

The go-to marketing channel for almost every successful online business is email. We would go as far as to say that if you ignore every other tactic and focus solely on email marketing, you will find success to the extent that any promotions you include in your emails will generate income for your jewellery business.

What’s more, it’s cost-effective since there are no advertising or printing costs. You’ll also have a higher chance of converting them into leads since the people you’re sending the emails to have already shown interest in your products and services by signing up.

You can personalise and design it so that your email fits your brand image. You can check if your email campaign is successful by looking at bounced emails, open rates, and click-through rates and even compare it to other businesses in the same industry with marketing benchmarking reports.

Here are some tips for a better-performing email marketing campaign:

• Categorise your subscribers based on their demographics, engagement, and stage of the customer journey and send them suitable emails based on these categories.
• Send personalised emails since these have higher open rates and chances for conversion. One example is to send birthday emails with a special discount for jewellery with their birthstone.
• Don’t forget to optimise your emails for mobile. It should have a clear call-to-action button, load quickly, and be easy on the eyes.
• Entice inactive subscribers with a discount.
• Set up trigger emails for abandoned carts, feedback or review requests, and welcome emails.
• Use your emails to market with emotion. For example, some customers might be worried about buying jewellery with fake stones. Send them emails that can give them peace of mind and trust in your brand like certificates or other paperwork or proof of your membership in a professional jewellery association.
• Use email marketing to tell a story. For example, it can be a story about what inspired your latest jewellery collection.
• Run tests to find out the optimal times to send your marketing emails.

Loyalty Scheme

Maybe not the most modern of tactics given that loyalty schemes have been around for decades, but the reason they still exist is that they work. You cannot put too high a value on customer loyalty, given how much income it can generate. So, whether it is as simple as 10% off, a tiered system where the longer they are a customer the higher their discount, or you have your ideas, the sooner you start your loyalty scheme, the better.

Affiliates

This can be an absolute game changer for a jewellery business. Affiliates invest their budget (not yours) on advertising and marketing to drive traffic to your website and when purchases are made, the affiliates are paid a commission. It is a bit like having an independent marketing and sales team all over the world promoting your business with the commissions processed automatically via a third-party affiliate network.