5 things you should avoid when marketing your jewelry business online
If you’re aiming to create a smart marketing strategy for your jewelry business, knowing what not to do is just as important as knowing what you should do. Why? Because if you’re doing something wrong it can actually create more setbacks for your business and affect your marketing wins.
Here are 5 common marketing mistakes you should avoid like the plague as you market your jewelry business.
Updating your website without an SEO strategy
When you’re under the gun and time is limited before a collection launch, or if you’re struggling to get some fresh content online, it’s hard to find the motivation to do keyword research. If you’re just launching a new website, the task may seem extremely daunting and like a complete waste of time.
Don’t fall into the trap of thinking the time to research SEO is time wasted. It is not; in fact, it is far from it. Make sure you’re using the right SEO optimization tools at the start so you don’t have to go back and fix your pages after the fact. If you do the work you’ll start with more traffic than if you go back later and fix the mistakes. Smart search engines recognize pages that aren’t optimized and will hold it against you when ranking your website. So take the extra five minutes to optimize your post for SEO before you hit publish; you’ll thank yourself in the long run.
Only marketing your jewelry once
There is a very common phrase “if you build it, they will come.” For your jewelry listings, the opposite is true. We exist in a flooded market with many small businesses who want to sell the same product we create. This means if you’re not promoting your listings, it’s likely no one will buy.
Make sure you promoting your jewelry, and do it often. Don’t worry about repetition — in the online world that is actually best. Post on social media, feature it on your website, tease your collections multiple times. All of this work will pay off with added interest, and buyers.
Creating a complex promotion
Let me share with you rule #1 about successful promotions: the simpler the message, the more people will buy. Why? Because people don’t want to spend time trying to figure out the offer. Rather, they would prefer to be told what to do so they can act on it.
Before you hit “send,” on your email promotion, stop. If you have the time, walk away and return to the message later so you can review it with fresh eyes. Check to be sure the offer is clear without hunting. Make sure the message is short. And make sure the offer is above the fold.
Not including a call-to-action (CTA)
Even the most savvy marketer is guilty of forgetting a CTA. Just remember that if you’re sharing a jewelry design or pointing to a page you should tell them what action to take next. Even worse is when you create a CTA that isn’t found by your audience. So at the end of the day, make sure the action is clear, within eyesight, and easily noticeable by your audience.
Not analyzing your results
The key to being successful is tracking what works so you can replicate it. Even if you do everything already mentioned, you need to be sure you’re looking back to see what’s working. If you don’t check in, you can’t see what isn’t (and is) working for your audience. Setting up Google Analytics and tracking your results there is a great way to get started.
Avoid these marketing mistakes and see market success
Following these five different tips above can help your jewelry business see marketing success. What other tips for success to you have? Share them below in the comments.