Have you ever been to a jewelry store where a salesperson follows you wherever you go? And as if tailing you is not enough, have you also met aggressive sellers pushing you to buy pieces to meet their sales quota?
As a jewelry shop owner, you could be better than that! Thanks to a strategy called Content Marketing.
What is Content Marketing?
Content Marketing is the subtle art of promoting your jewelry store by creating relevant content about the products and services you are offering.
By content, we mean photos, videos, blogs, posts, or even podcasts. Content can be anything for as long as it establishes the authority of your products and promotes awareness of your jewelry business.
If you’re familiar with the #TellMe challenge, this is how content marketing works in a nutshell. It’s telling your potential market how fantastic your products are without actually telling them that they are fantastic.
Why does Content Marketing for Jewelry Stores work?
Content Marketing works for jewelry stores because it allows buyers to make informed decisions before purchasing jewelry pieces.
Imagine a couple buying their wedding bands which they’ll use for years. Surely, they can’t haphazardly pick just any ring for this. Instead, they have to mull over many considerations. And that’s where some content marketing groundwork can be of good use.
Content marketing allows you to make a good case for each of your jewelry pieces. In a way, this can also be empowering for your customers since they make the shots based on the content you provide.
Why do you Need Content Marketing?
You’ll never realize the value of content marketing without seeing it for yourself. Below are some of the benefits you can reap out of content marketing:
- Users will stay longer on your website.
Be it in business or life, and you can’t force someone to stay. Definitely not a customer! But, the good news is you can make them stay. Even just for a while.
When done right, content marketing can help reduce your website’s bounce rate or the percentage of visitors leaving your site after viewing a single page.
To illustrate, a bounce rate of 80% may imply that 80 out of 100 people who visited your site view a single page only before navigating away from your site.
A bounce rate close to 80% seems depressing, but there is hope. While there are many contributing factors to this rate, effective content marketing strategies can essentially help you reduce this figure.
- Build User Trust
Content marketing establishes your credibility as a jewelry store business and promotes trust in the market. After all, doesn’t a full disclosure of your products and services or quality content make you deserving of the trust?
For example, a jewelry item review from an actual customer sounds more legit than your store’s review about it. Likewise, it would help if you were honest with your products. For example, don’t claim your jewelry is not prone to tarnishing when they do.
Also, it’s much easier on the customers’ part to trust something that is always visible or consistent. Out of sight means out of mind. So, your online presence matters now more than ever.
At the end of the day, building user trust all boils to keeping things real, simple, and consistent. So, as a jewelry store owner, you must learn to capitalize on these as well.
- Build Brand Awareness
More than getting the likes and follows on your jewelry store’s social media pages, content marketing helps you promote your brand.
Your brand is more than your business name. It’s about the cause of your business and what your products are all about.
Brand awareness is important because it attracts your target market. For example, suppose you carry luxury brands in your jewelry shop. You will have to make your content look appealing to this type of market. Perhaps, you could invite celebrities to be your model.
Of course, you’re not expected to do that if your budget couldn’t afford celebrity talents, but at least be creative in how you do your content marketing.
Remember, what you perceive is what you’ll become! So, make wise choices.
In the same way, if you’re specializing, say necklaces or heirlooms, content marketing can also help you find the right customers.
- Helps Increase Sales and Leads
With brand awareness and credibility come sales. Content marketing can help boost your jewelry products’ marketability. What’s more, content marketing promotes not only a single jewelry piece but also complementary pieces or services, which lead to higher sales in the long run.
For instance, you may sell silver cleaner along with a silver jewelry item. Or maybe, you are also offering gold-plating services on top of your regular services.
There are various ways to earn more and surpass your sales quota. Content marketing can help you with this, but you have to trust the process.
- Improves Site’s SEO
Search engine optimization (SEO) is the process of optimizing your content for Google or search engine’s readability. There are different ways of appearing on Google’s top results, but content marketing probably tops the list.
Using the relevant SEO keywords will make search engines recognize you. However, the latest Google updates will also tell you that keywords are not enough. Your content must also provide the best user experience, as Google also makes points for it.
Content marketing helps you improve SEO rankings. It can also assist you in finding the right balance between your content’s keywords and the user’s experience.
Content marketing is the subtle yet firm art of advertising your jewelry store business. Needless to say, there is no room for pushiness here.
As Stephen R. Covey, a well-known American author said: “Human beings are not things needing to be motivated and controlled; they are four-dimensional – body, mind, heart, and spirit.”
Therefore, your job (or your jewelry store marketer’s) is to appeal to all of these dimensions with class and integrity.
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