Creating a jewellery marketing plan is vital for any small jewellery business. Whether you’ve been established for 10 years, or you’re just starting out, a clear marketing strategy can help you to understand your customers and your competitors, and to plan promotional activities that will target precisely the people you want to sell to. Not only that, by learning some key marketing strategies for small businesses, you will become more efficient in your efforts, leaving you more time to make jewellery – the bit you really want to be doing in the first place, right?
In this blog we look at how to create a marketing plan that will help you elevate your small jewellery business to the next level.
Set some simple marketing goals
First, write down what you would like to achieve from your marketing efforts this year. Do you want to increase sales by 30% or increase email subscribers to 500? Whatever your goals are, make sure they are specific and measurable. That way, you’ll be able to look back and see exactly what you have achieved.
Identify your competitors
One of the best ways to come up with successful jewellery marketing strategies is to see what your closest competitors are up to. Search online for local jewellery makers, or look up those you already know about. Note down everything they are doing. Do they have an email list? What’s their social media presence like? Visit local craft fairs and seek out similar jewellers to yourself, what do you like about their stall set-up? What would you do differently?
Think about your USP and what makes you different to your competitors. Then consider your price points and whether what you are charging is about right in comparison.
By looking at the jewellery marketing ideas that are working for others you will be able to come up with a list of your favourites to feed into your own jewellery marketing plan.
Get to know your target audience
In an ideal world, who would you like to sell your jewellery to? Is this the same person that you find regularly buys your products? Write a simple one-paragraph description of your prospective customer, using demographics like age, sex, family, earnings, location etc. This is called your client persona.
There are many benefits to understanding more about your customers:
- You can focus on making products that will appeal to them.
- You will find it easier to work out where to find them and market to them.
- It will be easier to come up with jewellery marketing ideas that will appeal to them.
Not only this, but when writing to your customers perhaps via email or on your website, you will be able to picture your target customer and write only to them. This will help your writing feel more personable and be more effective.
Jewellery marketing strategies – online
When you’re wondering how to build a marketing plan for your online business, the first thing to think about is where, online, you can find the audience you identified above. Now create a promotional plan to help achieve the goals you set earlier. Think about how to get the word out about your jewellery to the people who are most likely to want to buy it.
Your online jewellery marketing plan could include things like setting up a simple website or improving an existing one, or signing up to sell through a community like Etsy. You may also plan to join a new social media platform or improve your skills on one that’s been working well for you. Is this the year you plan to start an email newsletter or blog to keep yourself at the forefront of people’s minds? Or would you rather explore the possibilities of video?
Whatever you do, don’t try to do everything at once. Online marketing strategies for small businesses work best if they are simple, enjoyable and laser-focused on their target audience’s wants and needs.
Jewellery marketing ideas – offline
When working on real world jewellery marketing strategies, the principle should be the same – focus on where to find your target customer, and how to meet your goals.
Perhaps you could resolve to attend local craft fairs, particularly around Christmas and key gift-giving times. You might want to create eye-catching business cards or small leaflets to hand out at craft fairs, networking or other events you attend. Or you could run craft groups, talks or local meet-ups. How about linking up with other local makers for a competition or giveaway? Or perhaps your aim this year could be to get coverage in the local press.
There are loads of great marketing strategies for small businesses in the jewellery trade – get brainstorming and you’ll be surprised what you come up with.
Monitor your results
It’s important to remember to revisit your jewellery marketing plans and goals, and to track your progress to see how you are getting on. By looking at what’s gone well, and what didn’t quite work out the way you hoped, you will be able to learn continually and keep moving forwards. In turn this will help you revise and refresh your strategy for next year.
With a little time, effort and imagination, you’ll be able to put in place a marketing strategy for jewellery business superstardom.