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 to its website. To help you seize those opportunities, here are seven tactics to attract more customers to your jewellery business.
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. You can also target your ads to specific audiences and completely control what you spend.
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.
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.
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 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 5-minute “How To” and “Top Tips” jewellery videos can be highly effective.
The go-to marketing channel for almost every successful online business is email. We would go as far as to say that if you ignored every other tactic and focussed 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.
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 own ideas, the sooner you start your loyalty scheme, the better.
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.