Jewelry ECOMM Tech
How Content Marketing Can Boost Your eCommerce Store May 21, 2018 (0 comments)
Whether your customers love cocktail rings or gold necklaces, you need to have a solid content marketing strategy to promote your eCommerce store in order to get it in front of your customers. If you are new to the world of content marketing or you want to master it for your business, you need to understand how it can boost the sales of your jewelry business.
#1 – It increases organic search traffic.
Content marketing for jewelry should be enriched with keywords that people are searching for. If you are writing blogs, articles, or lists about your jewelry products, you should include these keywords, as they will increase the organic search traffic coming to your eCommerce store. Take a look here for some ideas on how to plan your keywords.
Popular jewelry keywords for North America include “jewelry,” “diamond rings,” and “engagement rings,” according to Google’s Keyword Planner.
By using keywords mixed into the content, organic traffic will increase. This is important to manage, especially because the rising costs of digital advertising are impacting retailers and other brands.
Content marketing also increases web traffic in general. Companies which publish more than 16 posts a month received 3.5 times more traffic than companies that published less than 4 posts a month, according to research from HubSpot. As you can see from this example, content marketing is fuel for increasing the traffic which ignites eCommerce sales for jewelry brands and retailers.
#2 – It can help you capitalize on popular trends.
The international jewelry industry is expected to grow close to 300 billion USD by 2020, according to McKinsey. With soaring sales, it is clear that jewelry retailers and brands need to be focused on increasing revenue.
One way to do this is by capitalizing on trends that inspire purchases. Millennials, in particular, don’t buy jewelry the way their parents did. Hot trends for jewelers include more women choosing their own engagement rings to couples sharing the cost of rings. Creating content that promotes trends in a subtle way is an excellent strategy to move plenty of product without alienating your core jewelry audience.
The types of content marketing that you could use for your eCommerce store to promote new jewelry trends can include a beginner’s guide to the new trend and a finance guide on how to afford the product.
#3 – Millennials love content and jewelry.
18- to 34-year-olds are set to become the most important segment for diamond jewelry spending, according to a DeBeers report from 2016. However, it is becoming harder for legacy jewelry brands to reach and connect with millennial customers. Jewelry retailers can reach millennials in an authentic way by creating powerful content that touches on self-gifting instead of expecting jewelry as a gift.
If you want to reach millennial customers by encouraging self-gifting, you need to create content in an authentic voice that doesn’t seem like it is trying too hard. The types of content that would suit your eCommerce store for this goal include top-tip articles, listicles, and quizzes on the types of rings, necklaces, or bracelets that millennials are passionate about.
By making content fun and spirited, millennials can be reached and inspired to purchase jewelry from your eCommerce store instead of going to a competitor.
#4 – Email content can help increase sales from loyal customers.
35% of retail email subscribers have made a purchase through email from a retailer that they willingly subscribed to, according to data from Listrak. However, of this 35% segment, only 15% have made multiple purchases through email. This shows that retailers are not taking advantage of the massive potential that email has for their eCommerce store.
Email is an excellent tool to distill your content to your customers. Making a jewelry purchase is not like buying lipstick or jeans. Jewelry purchases are price-sensitive, and they need to be laser-focused in order to encourage a healthy sales increase. Email is the perfect platform to create focused content for inspiring a sales uptick—find out why below:
- Implement email to send jewelry trend alerts so that email subscribers feel like they are “first” when it comes to knowing the new trends in the jewelry industry.
- You can also use email newsletters to highlight celebrity jewelry looks based on the celebrities that you think your email list subscribers will like.
- Infographics that can be shared on social media
- Jewelry memes that are fun yet authentic
- Celebrity jewelry content
- Interviews with industry leaders