Shopify Jewelry Store Key Marketing Tactics
Jewelry businesses represent a unique market in terms of eCommerce. When a consumer buys jewelry, it tends to be an emotional purchase because jewelry makes us (or the person you buy it for💍) feel special.
This is in contrast to many other products that consumers buy, as jewelry doesn’t really solve a problem in customers’ lives.
However, even the global pandemic couldn’t slow the sale of this luxury item. A New York Times report released in 2020 found that fine jewelry sales were up massively due to people wanting to treat themselves.
Understanding that buying jewelry is an emotional purchase you can make marketing your eCommerce store much easier.
Today we’re going to explore this concept. I’ve compiled a list of techniques that you can utilize to market your Shopify jewelry store most effectively.
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5 Shopify Jewelry Store Key Marketing Strategies
To gain high quality traffic from your marketing strategy, you need to understand your market and connect with them in the right way.
Different types of jewelry need different types of marketing strategies. You wouldn’t market diamond rings the same way as quirky earrings. However, there are broad key marketing strategies that can help boost sales for all Shopify jewelry stores.
Follow these steps to implement a successful eCommerce marketing strategy:
# 1 - Define Your Target Market
First things first, you need to decide who you want to sell to. Who is the target audience you’re trying to attract?
If you’re a luxury jewelry brand such as Tiffany & Co. you’re going to have a very different target market to a boutique Shopify seller who is designing and making hand-made pieces.
Market segmentation is a technique you can utilize to better understand your potential customers.
To segment your target audience and understand properly who they are, ask yourself these questions:
- What are your audience’s personality traits?
- What type of lifestyle do they lead?
- Do you know their interests and hobbies?
- Where do they lie in terms of social status?
If you want to get more in-depth on this topic I suggest reading our blog Developing User Personas.
# 2 - Create an Emotive Brand Story
Emotions are the main force behind a successful marketing campaign.
This statement has never been more true than in the emotions-driven business of jewelry. The purchase of jewelry usually signifies a special occasion for the customer; Valentine’s Day, a birthday, or maybe the most special moment of their lives.
This means that your key marketing strategies must create emotional responses in customers. A brand story that is rich in feelings and depth is essential. Your story shows your customer what your business represents and what you’re passionate about. It must be inspiring, loving, and persuasive for your customer to choose to mark a significant moment in their life with your product.
According to Professor Gerald Zaltman (Harvard Business School), 95% of purchasing decisions are made in the subconscious mind.
One of the most iconic and successful jewelry marketing campaigns ever ran was the “Diamonds Are Forever” campaign by De Beers’s. This simple slogan was full of symbolism and allowed the business to mold the behavior of an entire culture.
# 3 - Use Visual Social Medias
The best social media platforms to use for visual items like jewelry are Instagram or Pinterest.
These platforms are optimized for images and are the perfect place to showcase your beautiful jewelry. The audiences on this app are on there for high-quality photo content, which you should be able to provide.
With the launch of the Instagram Store, you are now able to sell to customers directly from both social media platforms. Or you can redirect them to boost traffic on your Shopify store,
# 4 - Work with Influencers
I recommend working with influencers to advertise your jewelry store on social media.
It’s essential to start by creating a relationship with an influencer that fits your jewelry line’s aesthetic or your brand’s story. This doesn’t have to be a massive A-list celebrity. Micro-influencers (people who have between 10,000 to 100,000 followers) can be just as effective because they tend to focus on a specific niche and have a very engaged audience.
As we spoke about in our blog last week, 8 Tips to Help you Boost Sales on Shopify, social proof matters. Influencers are a great way to spread social proof through social media. Influencers have the social power to persuade their audiences to promote, buy and follow a brand that they collaborate with.
We’ve dedicated a full article to this concept that is definitely worth a read, Does my business need influencers?
Local Irish ethical jeweler, Edge Only, had a great campaign with a familiar face from a Netflix hit show.
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# 5 - Sell on Etsy as well as Shopify
After reading all of our amazing Shopify focused blogs, I’m confident that if you’ve implemented all the expert tips provided you have an incredible Shopify store.
However, you simply can’t ignore other sites such as Etsy to sell your Jewelry. Etsy can help drive more customers and expand your brand’s reach.
Keep in mind that you do have to pay Etsy fees for listing each product and also whenever you make a sale. This can mean less profit for your eCommerce business. However, these fees are relatively small if they attract new customers to your Shopify store.
Regardless of the type of jewelry shop you have, a well-rounded marketing strategy will ensure you get your product in front of the right eyes. Setting up a store on Shopify will mean you have a well-designed website providing you with a solid online presence for customers to find your business.
If you then follow the techniques laid out in this article you should start seeing an increase in traffic to your Shopify store. And hopefully, more sales!
I hope these top tips for key marketing strategies to use for your Shopify jewelry store make your business shine bright like a diamond! 💎