ColumnistsAug 03, 2021
Squirrel Spotting: 5 More Pointers From ‘The Sales Minute’ColumnistsAug 10, 2021
The Smart Lab: The Ultimate Guide to Promoting Your New Website
Recently redesigned your website? All that time and money will be for nothing if you can’t attract traffic, writes Emmanuel Raheb.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Your jewelry website is your greatest marketing tool.
It communicates your brand to one person, or thousands of people at the same time.
It’s your most loyal employee and never quits, working for you 24 hours a day, 7 days a week, 365 days a year.
It never gets tired or asks for a break. Your employees may call in sick but your website keeps on working for you, day after day!
Here’s the ultimate guide to promoting your new website.
Create a ‘Google My Business’ Profile
Google My Business is a free and powerful way for you to show up in Google Maps and Google searches.
It helps make your business more noticeable to consumers whenever they use Google to find directions on Google Maps or search for a jewelry keyword using the search engine.
The best part about Google My Business is that you can see how users interact with your profile and you can change your promotion strategy in real time to improve your results.
Create a business profile and link your new website.
Include your opening hours, contact details, address and more. You can even include photos of new jewelry styles or favorite pieces, as well as answers to top jewelry questions. It’s up to you; Google gives you a lot of options.
Make it extremely easy for new customers to find your business whenever they do a search. Stand out!
By creating a Google My Business profile, your jewelry store will be ahead of your local competitors.
Get Active on Social Media
With more than 3.4 billion active users, a jewelry business (or any business, really) can’t ignore social media as a marketing channel.
To be relevant to millennials as well as Gens X and Z, you must be active on social media. With many consumers starting their search online rather than in a physical store, it’s the main place you’ll be found.
People often ask friends and family on social media for business recommendations, even before doing a Google search.
Social media is also a great way to get referrals from happy, past customers. This is also known as “social proof.”
As a jewelry business, make sure you discuss with your team the importance of having high-definition photos on your social media. This is the first impression you make with your audience, and the best way to drive interest and new traffic to your site.
Create Email Marketing Campaigns
Email has been part of digital marketing since the beginning and it’s a tool that’s stood the test of time.
It’s a proven way to drive both new traffic and sales to your website. Every time you contact your subscribers you have the ability to make a sale.
Having the right message sent at the right time and targeted to the right audience is your formula for success.
There are many email tools you can start with and any of them can reach your audience.
It’s always a good idea to promote your jewelry website’s special offers, and use coupons and promotions to help convert leads.
Related stories will be right here …
It communicates your brand to one person, or thousands of people at the same time.
It’s your most loyal employee and never quits, working for you 24 hours a day, 7 days a week, 365 days a year.
It never gets tired or asks for a break. Your employees may call in sick but your website keeps on working for you, day after day!
Here’s the ultimate guide to promoting your new website.
Create a ‘Google My Business’ Profile
Google My Business is a free and powerful way for you to show up in Google Maps and Google searches.
It helps make your business more noticeable to consumers whenever they use Google to find directions on Google Maps or search for a jewelry keyword using the search engine.
The best part about Google My Business is that you can see how users interact with your profile and you can change your promotion strategy in real time to improve your results.
Create a business profile and link your new website.
Include your opening hours, contact details, address and more. You can even include photos of new jewelry styles or favorite pieces, as well as answers to top jewelry questions. It’s up to you; Google gives you a lot of options.
Make it extremely easy for new customers to find your business whenever they do a search. Stand out!
By creating a Google My Business profile, your jewelry store will be ahead of your local competitors.
Get Active on Social Media
With more than 3.4 billion active users, a jewelry business (or any business, really) can’t ignore social media as a marketing channel.
To be relevant to millennials as well as Gens X and Z, you must be active on social media. With many consumers starting their search online rather than in a physical store, it’s the main place you’ll be found.
People often ask friends and family on social media for business recommendations, even before doing a Google search.
Social media is also a great way to get referrals from happy, past customers. This is also known as “social proof.”
As a jewelry business, make sure you discuss with your team the importance of having high-definition photos on your social media. This is the first impression you make with your audience, and the best way to drive interest and new traffic to your site.
Create Email Marketing Campaigns
Email has been part of digital marketing since the beginning and it’s a tool that’s stood the test of time.
It’s a proven way to drive both new traffic and sales to your website. Every time you contact your subscribers you have the ability to make a sale.
Having the right message sent at the right time and targeted to the right audience is your formula for success.
There are many email tools you can start with and any of them can reach your audience.
It’s always a good idea to promote your jewelry website’s special offers, and use coupons and promotions to help convert leads.
Share Positive Online Reviews
It’s been said that 90 percent of people check online reviews before choosing a business. I’m sure if you think back to the last time you made a purchasing decision, you did this too.
Today, reviews are a major driver of e-commerce.
Positive reviews have a huge impact on the success of your business. Jewelry is an expensive purchase and everyone wants to rest assured they’re buying from a reliable and reputable source.
When you take care of your customers and go the extra mile, they’ll want to tell others about it.
Create a positive experience in your store and encourage people to leave a review.
It’s one of the greatest forms of social proof you can show—a real customer who shares their own personal testimonial about your business.
Optimize Your Site for Search
Search engine optimization, or SEO, is the foundation of a strong jewelry business. Attract customers naturally through Google without spending a fortune on advertising.
Having good SEO means you pay less for your marketing.
Good SEO also means you attract more high-quality traffic, have a lower bounce rate, and your online audience stays longer. It also helps you rank higher in the search results.
Make the investment in SEO for your website and you’ll continue to see dividends over the long term.
Write Shareable Blog Content
Content marketing is a strong way to attract new traffic and get your existing consumers to share your content on social media.
The key is to find a hot jewelry topic that’s in demand and relevant, and that people want to read.
Make the content useful and make sure it answers consumers’ questions.
You can use Google Trends to help with topic ideas and see what subject areas are trending.
A wise investment for any jeweler is to start their own blog and create content that positions them as the jewelry authority in their area.
There is no better way to make a sale than to help educate your customers. Even if they’re not ready to buy now, they’ll consider buying from you later when the need arises.
Use Pay-Per-Click and Retargeting Ads
Pay-per-click and retargeting ads are a way for you to bring instant traffic to your website. There’s no waiting and you can start immediately.
You don’t need to spend time creating content or building up your SEO. You only pay for results.
Choose your own keywords, your audience, and your ads to create an instant campaign. This gives you the ultimate leverage over your competitors because you control how far, how big, and how fast you want to grow.
And remember, you only pay if someone clicks on your ad (hence the term pay-per-click).
Before starting, make sure you have the right employee or partner in place who knows what they’re doing to help keep costs low. PPC is powerful, but it can quickly get expensive.
Final Thoughts
Remember, your jewelry website is only as good as your promotion.
Creating a website is the easy part; attracting new traffic is where most websites fail.
If your audience doesn’t know about you, you’ll never make the sale. Use these marketing ideas and you’ll have a strong foundation for future growth.
Pay-per-click and retargeting ads are a way for you to bring instant traffic to your website. There’s no waiting and you can start immediately.
You don’t need to spend time creating content or building up your SEO. You only pay for results.
Choose your own keywords, your audience, and your ads to create an instant campaign. This gives you the ultimate leverage over your competitors because you control how far, how big, and how fast you want to grow.
And remember, you only pay if someone clicks on your ad (hence the term pay-per-click).
Before starting, make sure you have the right employee or partner in place who knows what they’re doing to help keep costs low. PPC is powerful, but it can quickly get expensive.
Final Thoughts
Remember, your jewelry website is only as good as your promotion.
Creating a website is the easy part; attracting new traffic is where most websites fail.
If your audience doesn’t know about you, you’ll never make the sale. Use these marketing ideas and you’ll have a strong foundation for future growth.
More on Columnists
The Latest
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Weekly QuizNov 14, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
AuctionsNov 14, 2024
18th-Century Diamond Necklace Sells for Nearly $5M Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.
MajorsNov 14, 2024
Saks Fifth Avenue Cancels Holiday Light DisplayInstead of its usual elaborate display, the store will illuminate its façade and frame the windows to highlight its flagship’s architecture.
WatchesNov 14, 2024
Grand Seiko Partners With Ben Bridge on First Hawaii Store The new Grand Seiko boutique is located in Honolulu’s Waikiki neighborhood.
SourcingNov 13, 2024
Gem Legacy Adventures Announces 2025 Trip Eleven spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.
AuctionsNov 13, 2024
Aga Khan Emerald Sells for $8.8M, Sets RecordThe emerald brooch-turned-pendant returned to auction after 55 years, setting a world record for most expensive emerald sold at auction.
AuctionsNov 13, 2024
‘Exceptional’ Burmese Ruby Ring Tops $5M at Auction Phillips also sold a 1.21-carat fancy red diamond dubbed the “Red Miracle” for more than $1 million at its jewelry auction in Geneva.
MajorsNov 13, 2024
Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry CampaignsFrom Swarovski to Tiffany & Co., jewelry retailers are enlisting celebrities to highlight their holiday offerings.
MajorsNov 13, 2024
Royal Chain’s New Catalog Is Out NowThe 2024-2025 book introduces hundreds of new designs.
