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.
Editors' Picks
Sponsored by
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
AuctionsJan 31, 2025
Elizabeth Taylor’s Diamond Bracelet Outshines Estimate at U.K. AuctionThe auction also featured the sale of a Cartier necklace made when Egyptomania was sweeping Great Britain.
CollectionsJan 31, 2025
Piece of the Week: Lalaounis’ Good Luck Charm for 2025The “Blossom Rosette” blooms with love, beauty, and hope for the year ahead.
IndependentsJan 31, 2025
Harvey Rovinsky, Longtime Owner of Bernie Robbins Jewelers, Dies at 77Rovinsky is remembered as a great mentor who made the employees of his stores feel like family.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
Events & AwardsJan 31, 2025
Facets of Fire Has a Diamond Challenge for RetailersFor every jeweler who tries their luck, the company will make a donation to Jewelers for Children.
Weekly QuizJan 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 30, 2025
WJA Chapter Leaders Resign as Fallout From DEI Remarks SnowballsThe boards of at least five chapters have resigned in response to controversial statements the WJA national board president made last month.
Policies & IssuesJan 30, 2025
RJC Executive Director Melanie Grant Is Stepping Down An experienced jewelry writer and curator, Grant led the organization for two years.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
CollectionsJan 30, 2025
Pharrell Williams Brings Tahitian Pearls to His New Tiffany & Co. CollectionFive new designs were added, all donning Tahitian cultured pearls and spear-like trident motifs, along with the new “Titan” setting.
Events & AwardsJan 30, 2025
Registration Open for Converge 2025The inaugural event is being co-hosted by the American Gem Society and the Gemological Institute of America.
MajorsJan 30, 2025
24 Karat Club of New York Elects 5 New MembersJewelers of America’s Annie Doresca and AGTA CEO John W. Ford Sr. are among the new members.
CollectionsJan 29, 2025
Boucheron’s High Jewelry Takes the Form of ‘Untamed Nature’The jeweler’s latest high jewelry collection looks into the Boucheron archives to create a “living encyclopedia of high jewelry.”
FinancialsJan 29, 2025
LVMH Watch, Jewelry Sales End the Year DownWatch and jewelry sales slipped 3 percent in 2024, though the luxury conglomerate did see business pick up in the fourth quarter.
MajorsJan 29, 2025
Chanel Names New General Manager of Watches, Fine Jewelry for USOlivier Kessler-Gay will take over the role on March 3.
SurveysJan 29, 2025
Consumer Confidence Slips for Second Consecutive Month It hit a four-month low in January due to concerns about the job market, though consumers remain bullish about the stock market.
Events & AwardsJan 29, 2025
Chris Ploof To Teach Mokume Gane at AJSThe jewelry designer and master metalsmith will present on the ancient Japanese metalworking technique at the Atlanta Jewelry Show in March.
SourcingJan 28, 2025
WFDB Joins Efforts to Promote Natural Diamonds With New CampaignThe “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
CollectionsJan 28, 2025
Bliss Lau Celebrates the Intricate Mosaic of Identity in New CollectionThe versatile “As We Are” collection features 14 pieces with interlocking designs allowing for 27 different looks worn around the body.
SourcingJan 28, 2025
Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
Events & AwardsJan 28, 2025
NouvelleBox Show Returns to New York CityThe showcase, in its second year, will feature more than 20 international brands at its curated event from Feb. 2-4.
Recorded WebinarsJan 28, 2025
Watch: Fine Jewelry Market Predictions for 2025 “My Next Question” guests Sherry Smith and Edahn Golan share their 2025 forecasts, from sales and marketing to what retailers should stock.
Events & AwardsJan 28, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
MajorsJan 27, 2025
Le Vian Corp. Chairman Larry LeVian, a Man of Faith and Family, Dies at 73 LeVian is remembered for his leadership in the jewelry industry and for being a selfless and compassionate person.
CrimeJan 27, 2025
New Jersey Jeweler Sentenced to 2 1/2 Years for Evading CustomsMonishkumar Kirankumar Doshi Shah pleaded guilty to evading customs on more than $13.5 million of jewelry imported into the U.S.
SourcingJan 27, 2025
Dev Shetty To Head New Auction House for Rare Colored GemsJemora Gemhouse’s inaugural auction, slated for March, will take place in Dubai and feature polished sapphires.
CollectionsJan 27, 2025
Rachel Quinn Embodies Feelings of Falling in Love in New CollectionQuinn partnered with Gemfields to create “Crazy Love,” which features Zambian emeralds and Mozambican rubies across 10 pieces.
MajorsJan 27, 2025
Arch Crown’s 2025 ‘Tag & Label’ Catalog Is Out Now The catalog is 48 pages and features more than 100 styles.
