Moving your store forward
Online Jewelry Marketing
plan with attractive galleries, useful tips and pinned products. In addition, with over 70 million current members, 80% of Pinterest users are female, so fashion and
are trend topics. Reason why this social media platform is ideal for jewelry and accessories Online Jewelry Marketing businesses that want to create brand awareness and improve sales.
Still, there are a lot of questions on how to achieve an innovative and trendy online marketing plan in Pinterest. So whether you are already using it or are new to the Pinterest world, here are the most common questions from jewelry marketers regarding this fast-growing social site.
Will Pinterest help my online marketing plan grow?
Yes. The goal of Pinterest is to use images to spark the viewer’s interest and provoke an action, which is to visit your website and purchase. This is why Pinterest has functioned so well for retail stores. Moreover, Pinterest has set up businesses accounts that offer unique features not available for personal pages, like verifying your store’s official website and pin products with backlinks to your business site. In addition, the social media site is experimenting with launch paid advertisement. Business accounts will then have the opportunity to promote their pins to their target audience.
Is there a way to categorize different types of Jewelry in Pinterest?
Yes. You can do this by creating different boards. A board is a way to categorize images in Pinterest, and the site allows you to create as many boards as you want. Having a specific board for a specific product category is also a great way for users to find a certain product they are looking for. For example, you can use one specific board to organize pictures of diamond engagement rings, another one for gemstone jewelry and yet another board for vintage pieces. Pinterest also offers simple ways to rearrange the order of pictures, change cover photos and organize information.
Besides boards and pinning, how can Pinterest help my online marketing business?
Always optimize your boards. When creating one, be sure to file it under the correct category for your business. Title the boards with relevant keywords related to your category and product. Try to connect your PInterest efforts with other social media sites. Pinterest allows you to share your pins with Facebook and twitter. That way, people that see your pins can re-post and/or share your pin.
Also, Use hashtags so more people will find your work. When you add a hashtag to a pin, repin or comment, it creates a live link to a search page. However, try limiting hashtags to one per word, as they can be annoying to the reader.
Remember, most Pinterest users are also shoppers and are more likely buy while on Pinterest than in any other social networking site, so pin away and increase your Online Jewelry Marketing sales.
Social media is an incredibly powerful tool for small businesses’ marketing strategies. To put it bluntly, if you don’t have social media presence you might as well not exist for customers. Besides, from a marketing strategy perspective, there has never been a more direct and price-effective way to reach thousands of customers and expose your company to the online market.
Combined, social media platforms like Facebook, twitter, Pinterest and Google+ have more than 3 billion people, which is approximately half the earth’s population. See why you can’t afford to not have a social media marketing strategy?
Still, a lot of jewelry business owners have understandable questions when it comes to implementing a social mediamarketing strategy and the results they should expect. Whether you are already using social media or have yet to begin the journey, here are the most common questions we receive from our jewelry clients.
My marketing strategy works. Why should I get involved with social media?
Simply put, social media can enhance your marketing plan. Let say the jewelry niche comprehends about 1% of the total social media population. So if your plan is currently working, imagine the increased return you can get with an extra 30 million potential customers visiting your store. That is something right? Also, social media has the potential to drive in new business that you may not have reached otherwise.
OK, let’s say I use Social media. Which platforms should I use?Which Social Media websites should I use?
Currently, Facebook, Pinterest, Twitter, Google +, LinkedIn, and YouTube lead as the top Social Media websites. Although there are numerous other Social Media websites available, these major websites bring in the most traffic for retail jewelry stores. Once you have grown accustomed to how social media works, you can always expand to as many websites as you desire.
How much does a social media marketing plan cost?
Social media platform are all free to use. Mainly, the cost involved in social media is found in the time spent to create content, spread it out to your audience, monitor the data and get involved and engage your audience. Also, there are advertising options to promote your brand but they are not super costly.
So how long will I have to work on my social media?
Success will be determined by how much you spend on your social media sites, so this is a very important question. Those who enter into the social media world and expect immediate results have it all wrong, just as much as those who think that social media needs years to yield results. The best way to determine spending time is with a serious social media marketing strategy and a group of professionals. It’s recommended to post at least once a day, every day. It’s also very important not to abandon your social media efforts as customers will surely skip your page if they don’t see content.
Patience is a virtue. Just as your marketing plan needed time and work to yield results, so does your social media strategy.
“I was looking for ways to promote my vintage jewelry; maybe creating my own site and then using some online advertising to promote it. Someone had mentioned Etsy but I didn’t really got into it until Sonia Meyer, my jewelry mentor mentioned that she was promoting her own jewelry brand on it with 10,000 people in average looking at her jewelry and raking over $3,000 a month.” This is how Julia Rehner started her own Etsy story, with great revenue and online advertising.
A variety of products can be sold on Etsy, an ecommerce platform focused on vintage items and launched in 2005. Most of them include vintage jewelry, arts supplies, photography, clothing, beauty products and toys. Creating a shop on Etsy is free and each product listing costs $0.20, making it an affordable opportunity for amateur artists to show and sell their products by having a professional site with selling capabilities and great online advertising. Vintage pieces can only be listed if they are a minimum of 20 years old. Each listing will remain on the shop’s page for 4 months, or until someone buys the product.
“Sonia was kind enough to guide me through all the process of choosing my most marketable pieces to put them up. She also helped me creating the best site, with the right templates and content. It really is a great platform to get your name out there and have effective online advertising to your products.”
Like most Etsy success stories, Sonia and Julia followed some basic guidelines to jewelry marketing success. Guidelines that if you study closely can be applied to any other online jewelry business.
-Make your photos near perfect.
-Start socializing with fellow vintage jewelers. There is always someone out there who has made the same mistakes you have and craves for the same kind of success. Creating a community will make brainstorming and solutions come easier, that way everyone can benefit.
-Study previous success stories and try to apply what you think can help in your own store. Analyze pieces, prices, templates and communication.
-Set defined goals for sales. Start with months or if you prepare, set a number of pieces expected to be sold in a certain amount of time. The point is to have a clear objective, that way you can devote your energy to your store and be disciplined with questions and feedback.
“Still, I was intrigued how Sonia could make $3,000 a month on Etsy. Here is what I found.”
-$3,000 a month earning stores were not new. They were listed within the last couple of years and many of the sales were registered within the last 6 months. The moral of the story? It takes time.
-Great product descriptions and explanations. Excellent selling copy, which you can tell is there for a purpose. For example, instead of saying “one of a kind”, say “limited”.
-Sellers acknowledged time frames for production and shipping, and offered variations of the same piece: size, color and metal. Successful sellers were not just offering, they were asking what their buyers really wanted, which showed a real business approach to their jewelry store.
“Etsy can be a real alternative for jewelry experts to sell their own jewelry, but it is advisable to do your homework and see how it can adapt to your specific needs. As with everything, success is possible but it takes time and effort.” Concludes Julia.
Mobile media has seen luxury brands take a step back in their mobile advertising techniques, this according to a new study by media monitoring site e-marketer. “Fashion and jewelry brands have been penny-pinching on incorporating rich media into their mobile advertising techniques and are relying on static ads to reach customers,” says Neil Glass, from e-marketer.
It seems reasonable that luxury brands should move away from static ads and engage customers with more forward mobile advertising techniques, but the trend seems to suggest otherwise, and here is where marketers have to take a leap forward and push luxury brands to an advertising landscape more suitable for their marketing goals.
“We have a lot of high-end luxury brands with great brand recognition placing static mobile banner ads to attract the attention of affluent smartphone users. We had that in 2013 and we are seeing it again this year,” says Michale Goldberg, senior director of marketing and communications at Martini Media, New York. ”Giorgio Armani, Tiffany’s, Barney’s, they all looked to boost mobile commerce through outdated mobile advertising techniques. Frankly, these techniques don’t do any justice to luxury brands,” argues Goldberg.
He might have a point. Luxury brands are all about simplicity, elegance and sophistication, and static banner ads with simple calls to action and an unexciting design don’t deliver any kind of brand awareness that matches the huge recognition that these companies have worked so hard to achieve.
“With video and social integration and slick responsive design, high-impact, rich media helps marketers work more closely with the type of communication that luxury brands need so they stand out from the media clutter and reach relevant customers. The ads literally jump off the screen with the beautiful imagery associated with fashion magazines but with sight, sound and motion to boot,” says Goldberg.
And annual reports on shopping trends from the super-rich agree. According to Wealth Insight, a report on how Ultra High Net Worth Consumers spend their money, mobile media hasn’t really seized this lucrative segment of the market.
“The super-rich have no problem spending lots of money when properly motivated, and we don’t see that much engagement between luxury brands and mobile advertising techniques,” says Riccardo Capria, Wealth Insight VP of Communication.
“Digital is a powerful tool for luxury brands and retailers to feel comfortable in mobile platforms, but marketers are having a tough time engaging and making clients feel comfortable. Digital should be interaction-driven above all else. We have to learn how to speak to people that have the purchasing power to buy at Armani, Tiffany’s and Barney’s. Mobile advertising should be seized more,” concludes Capria.
The bottom line is that if a luxury marketer wants to come off as a brand worth exploring on mobile, it should use modern advertising tactics that make it a pioneer on the channel. At the end, it really doesn’t make sense for luxury brands to associate themselves with mobile advertising techniques that are below industry standards of design and customer experience