Differentiate Yourself From Everyone Else

Today, we are going to cover some of the most effective marketing channels when it comes to promoting your jewelry store. Now, this list is obviously not exhaustive and can differ depending on the given local market conditions. Let’s take a look at four of the marketing avenues that can be used to create authority in the area and help us stand out as a jeweler of choice over and above the competition. 

Social Media Advertising 

The first marketing avenue that we are going to take a look at is social media advertising. The organic side of social media is extremely important, but social media, specifically Facebook and Instagram in 2022 and beyond, have become pay-to-play platforms. This means that getting social media advertising correct on the backend is really important to generating engagement and, ultimately, revenue.

Now, there are some things that can be done on the backend to ensure that we are reaching the correct audience. Obviously, we can use the customer demographic tool to target our target customers. Additionally, we can collect customers based on page likes, demographics, previous brand engagement, and a variety of other factors. 

Social media advertising is such a powerful tool because it allows us to directly target our target customers and then analyze that data on the backend to see what is working and what is not. This is much more effective than a billboard as it allows us to track every individual that interacted with our brand. Now, billboards obviously have their place, but as a starting point for a small jeweler, social media advertising is going to be the best place to start. 

Email Marketing 

The second marketing channel is email marketing. Email marketing consistently ranks as one of the highest returns on investment channels for businesses of all industries, returning $36 on average for every dollar spent. Jewelers that are tight on a budget can utilize services like MailChimp to put together emails, and Canva to create catching designs. These tools are relatively easy to use as there are a lot of presets available. 

Even if it’s 1 out of 1000 people that respond or come into the store and utilize the offer, given the low amount of investment, it’s going to be a great return tool. 

Local Magazines

Next, we are going to discuss some of the more traditional advertising avenues. First, let’s discuss local magazines. Local magazines can be utilized when there is a little bit more budget to work with. They are great for creating omnipresence in the area and starting on the path toward market dominance. 

Typically, when people see a big, beautiful jewelry ad on the back of a local magazine cover, they think, wow, that’s a great product. Utilizing local magazines is a great way to start brand-building. These magazines are even great to put in the store and allow people to pick them up or take them home with them. If it is a reputable magazine, the odds are that it could stick around on that individual’s living room table for several months. So, it’s a great way to make your store look like a “big deal” to a potential customer. 

Billboard Advertisement

Billboards are essentially the pinnacle of this sort of brand building and brand authority strategy. Now, billboards may seem like an expensive option for the quantity of exposure, lack of detailed targeting, and lack of reporting; however, no other investment in the local area can make as big of a splash as a nicely placed billboard. Billboards are a great way to showcase what sets the brand apart from competitors. 

When we have an extra budget to work with, billboards are a great way to exert market dominance and authority in the area.

Time to Act

These are all great starting points to consider when building out a marketing strategy. We can now ask ourselves, are there a couple of great magazines in the area that we can take advantage of? How is our social media advertisement working? Do we have a great digital presence? 

We can begin by analyzing where we are and where we want to go and consider the pros and cons of using each marketing channel. If you would like us to perform our free audit of your strategy, go to our contact page to get started!