The Smart Lab: 4 Strategies for Year-Round Marketing Success
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
"Each year brings new opportunities, and the changing of each season means new holidays and occasions, life events, and other milestones you can use to drive sales.
Understanding how to align your marketing efforts with the yearly calendar and larger trends can significantly impact your jewelry store’s bottom line.
Here are four actionable strategies that can help you dominate your local market year-round and grow your jewelry business.
1. Capitalize on high-ranking seasonal keywords.
To drive traffic to your website and increase sales, focusing on SEO (search engine optimization) is essential.
Start by identifying high-ranking seasonal keywords within jewelry that are gaining popularity. The goal is to uncover keywords that have medium to high search volumes, but moderate to low competition.
Begin with a comprehensive SEO audit of your website to identify your current keyword rankings and opportunities you may have overlooked.
Tools like Google Keyword Planner, SEMrush, and Ahrefs can help you discover what potential customers are searching for.
A helpful tip is to look for keyword terms relevant to the current season or upcoming holidays, e.g., “Mother’s Day jewelry gifts,” “summer wedding jewelry trends,” or “graduation jewelry.”
From time to time, you may notice a keyword that is trending upward and spiking for some reason, which is a sign of increased consumer demand.
For example, it could be that “rose gold jewelry” or “vintage engagement rings” are trending and gaining in popularity. This is an opportunity for you to create content that highlights these trends.
You’ll also want to use these trending keywords in your product descriptions, blog posts, and even your website’s meta descriptions to help increase your discoverability within Google and raise your search engine rankings.
2. Follow popular social and cultural trends.
Staying relevant means being attuned to not just to the jewelry market, but also broader cultural, fashion, and social trends that may impact your jewelry store. This strategy helps you to remain relevant to consumers and increase your store’s popularity.
For example, each year Pantone announces its color of the year. This year, it is Peach Fuzz, a soft, light hue that is somewhere between pink and orange. This is the perfect opportunity for you to highlight gemstone jewelry in this color.
Also, if a particular TV show becomes a big hit, curating a collection of jewelry that reflects the setting, characters, and time period of the show can attract fans who want to mimic the same style in their wardrobe and jewelry choices.
Tailoring your marketing to align with current trends and popular interests creates buzz and drives new sales, both online and in-store.
Social listening is another powerful way to uncover hidden trends. Use social media platforms and tools like Hootsuite or BuzzSumo to monitor consumer conversations online and see what people are talking about.
As you uncover what’s hot and gain new insights, it’ll provide inspiration for how you curate your store’s showcases, what new collections you decide to carry, or how you target your marketing campaigns.
Another way to capitalize on seasonal trends is to regularly publish blog posts or articles that cover trends in general. Topics could include articles like “2024 Jewelry Trends: What’s Hot This Season,” or “Most Popular Engagement Ring Styles For Millennials.”
This type of content helps you become part of the conversation online.
3. Use email marketing effectively.
Email marketing is one of the most effective ways to directly engage with your customer base. If you don’t currently have an email list, why wait?
With reach cuts on social media and increasing advertising costs, email remains one of the most effective marketing channels to ensure your content gets seen.
Start by building your list through your website, in-store sign-ups, and at local events. Offer an incentive for signing up, such as a discount on the first purchase or early access to your new jewelry collections.
Craft your emails to provide value beyond just sales promotions by including a variety of seasonal and trending content. Again, your goal is to remain relevant and current. You can repurpose blog posts you've previously written and shorten them for email and use a teaser that helps drive people back to your website.
Segmentation is key and you’ll want to tailor your emails to different customer groups, e.g., repeat customers, people celebrating an upcoming birthday or anniversary, etc. This enables you to fine-tune your messaging to each type of buyer.
Timing is critical, so make sure your email marketing is planned well in advance and you have a CRM system that is capable of storing important customer dates and automatically sending emails when the customer’s birthday or anniversary arrives.
Triggered emails are an evergreen strategy you can use year-round.
4. Collaborate with local influencers.
Influencer marketing can significantly amplify your jewelry store’s reach and credibility.
Focus on collaborating with local influencers who align with your personal values and store brand. These collaborations can range from sponsored posts featuring your jewelry to hosting events together.
The key is to find influencers whose followers are likely to also be your target customer. Their follower count is less important than their engagement rate and the relevance of their audience to your target market. When you find the right one, an influencer with raving fans is worth pure gold.
Collaborating with local influencers also brings a sense of community and authenticity to your store, making it more relatable to people who follow you.
To create successful campaigns, work with influencers to create content that feels genuine and true to their style as well as yours. This could include unboxing videos, styling sessions, or showcasing favorite styles that naturally incorporates your jewelry into their posts.
People can sense if the influencer is just “pushing product.” But, if they genuinely love your jewelry, their audience will not only know it, they’ll feel it.
To track your return on investment, use affiliate codes or tracking links to monitor your sales generated from influencer collaborations. This will help you assess the effectiveness of your partnerships and refine your jewelry marketing strategy.
In conclusion, by implementing these four simple strategies, jewelry store owners can significantly improve their chances for success.
Each tactic should be part of your roadmap for staying ahead of the competition and optimizing your marketing efforts to match larger annual and societal trends. With dedication and persistence, your jewelry store can shine brighter than ever to drive sales year-round.
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