It’s time to drop your new jewelry collections now that the holiday season is knocking on our doors. The question isn’t whether to join the online marketing party but how to make a grand entrance.
Sure, your first thought would be posting on social media giants like Facebook and Instagram or optimizing your website pages.
You’ve got a point; I bet other jewelry stores have the same plan. But how exactly do you plan to do it? Do you just drop your new collections to your followers, and that’s all? Or do you plan to boost it to reach new customers? Perhaps you’ve explored paid ads already, and it won’t hurt to do it again this season.
In the recent article I shared with Southern Jewelry News, Social Media Ads, Boosted Posts, Google Paid Ads: Making the Right Call for Your Jewelry Store, I discussed the three fundamental building blocks of online marketing. I broke down each, discussing their effectiveness as marketing mediums, and outlined their pros and cons. Here’s an overview of that article:
Social Media Ads, Boosted Posts, and Google Paid Ads
As always the first option, and with billions of users on all platforms, the potential of posting your collection on social media feeds is massive. With the right picture, caption, and hashtags, that single post could do wonders with your social media presence—but engagement alone is not enough to find customers ready to buy your pieces.
So, the first step is to identify which strategies would be more beneficial for your store, and only then can you start with marketing.
Social Media Ads offer a chance to connect with your audience through targeted digital advertising. Meta platforms like Facebook and Instagram have exciting advanced features that extend your reach beyond their pages. However, some of those advanced features could dig deeper into your budget.
On the other hand, if you have already posted your new holiday collection on your social media account but want more people to see it, boosting is a quick, straightforward, and affordable strategy to expand the reach of existing posts. Like their paid ads, online platforms’ boosted posts will allow you to specify demographics to reach your targeted customers directly.
However, this boosted post will still look like an ad, and engagement could take a hit with over 40% of internet users with ad blockers installed.
Google Paid Ads is another option, and it has a different playing field than what social media can offer. Yes, it has its downside, which I also listed in the article. Still, the extensive targeting options of Google Paid Ads are impressive. It’s based not only on demographics and user behavior but also on keywords, and that provides a level of precision when it comes to all types of marketing.
Google’s dominance of 92% in the global market can help you reach your potential audience when it’s crucial the most—during the holiday shopping spree.
So, What’s Your Holiday Game Plan?
Your jewelry collection holds the potential to shine, but the way you present it to the world matters. No decision in marketing is too simple, be it with Social Media Ads, Boosted Posts, or Google Paid Ads.
If you’re aiming for your best-selling year-end marketing and believe your collection deserves to be someone else’s treasure, carefully plan your next marketing move. Think beyond the ads—think about the story and jewelry pieces you want to share with your customers.
If you find yourself in need of assistance with your marketing, don’t hesitate to give us a call at Jewelry Store Marketers. Let’s work together to make this holiday season successful and a celebration of the unique craftsmanship of your store collection, specially made for this season.
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Guy has been building websites and helping companies online for over 15 years. He has worked in the jewelry industry for close to 30 years now. As the CEO of Jewelry Store Marketers, Guy leads the company to provide excellent services in website design and development, search engine optimization and more.