Jewelry ECOMM Tech
Reviewing Top Jewelry Online Marketing Channels For 2020 January 28, 2020 (0 comments)
WEBSITE
Although your website isn't a "marketing channel", I felt it was important to put this first. Why? Because none of your marketing is going to work as effectively as it could with a weak website. All of your marketing is ultimately going to revert back to your website - it's where your marketing channels will bring potential customers! Here are the three core areas your website needs to focus on.Performance
Years ago, having a "good" website meant having a lot of really flashy graphics and animations. Today, though, the priority is mobile devices - and all of that flashy nonsense makes your website load extremely slow on cell phones. Customers expect websites to load as quickly as possible. Statistically, it's actually shown that customers very often leave a website if it takes more than 3 seconds to load. You really have to prioritize the performance of your website - how quickly the website loads, how it formats on mobile devices (known as being "mobile responsive"), and more.Visuals
Very simply, nobody will take you seriously if your website makes you look like an amateur. Having clean, professional graphics and website aesthetics are a major factor to how many people become customers after arriving to your website.Usability
Two terms have risen to prominence in recent years - "User Experience" and "User Interface" - UX and UI, respectively. User Experience represents the experience that your visitor has while navigating your website. User Interface is the actual design and visuals your visitors see while clicking around your site, which ultimately contributes in part to the user's experience. Your user needs to have the best experience possible on your website. When you're trying to sell a product online, you need to remember that you're also competing with the likes of Amazon, who has perfected their website. So you're going to seriously turn your customers off if your website stresses them out. Long checkout processes, forcing them to create an account, pixelated images, and more all contribute to the usability of your website. Keeping your customers happy throughout their browsing experience is vital.Once these three areas of your website are strong, then you can get started with your online marketing. Here are the marketing channels you should focus on.
GOOGLE ADS
The power of Google Ads come from the ability to put your message in front of people who are looking for exactly what you offer. With Google Ads, you can choose the exact search term to be listed for. Promoting your restaurant? You can show ads of your best burgers or offers to people who are searching for the best burger spot in New York. Or, perhaps you sell jewelry and want to show the perfect diamond necklace to someone within a few miles of your store searching specifically for diamond necklaces - that's possible, too. Google Ads have some strengths over social media advertising. You see, on social media, you're often putting your message out there and hoping the right people see your message at the right time. This is half the battle with advertising. With Google Ads, the main benefit is that someone searching on Google has INTENT - they're actively looking for what you offer. That's extremely, extremely powerful. Here are the primary ways to advertise with Google.Search Ads
The most common ads are Search ads. These ads look mostly identical to the standard search results, which is a big factor as to why they work so well. This is typically the first place we start new clients - they work great and they work immediately. These are fantastic for reaching customers at the right time - by tailoring your message and landing page, you can make sure you reach the customer at the phase in the buying cycle you'd like to reach them. We tend to view Search Ads as the right choice when you're trying to reach someone when they're ready to purchase (at the end of their buying cycle), because they're actively searching for a solution to their problem.![](http://haubenmedia.com/wp-content/uploads/2020/01/Screenshot-2020-01-20-20.52.14-1024x210.png)
Display Network Ads
As said by Google, "The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps." The firt big difference between these Display Ads compared to the previously mentioned Search Ads is that these are shown as graphics, not lines of text. Secondly, they appear throughout the web on different websites - which is not the same as the visitor specifically searching for what you're showing like they would with Search Ads. As such, we view Display Ads as a great way to reach potential customers earlier in their buying cycle - more towards the "awareness" phase, and you can put your ads in front of people before they start searching for what you offer. Here's an example of one:![](http://haubenmedia.com/wp-content/uploads/2020/01/Screenshot-2020-01-20-21.08.45-520x1024.png)
Shopping Ads
For most local businesses, shopping ads are of no concern. If you're trying to bring people into your restaurant or get customers for your construction company, its not going to happen on Google Shopping. However, if you are an eCommerce business, you're already likely very familiar with this behemoth.![](http://haubenmedia.com/wp-content/uploads/2020/01/Screenshot-2020-01-20-21.12.12-1024x385.png)
Video Ads
You can display video ads - known as TrueView ads - in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network. Just like Display ads, these ads are based on reaching viewers by demographic and the content they're consuming, not what they're searching for. You're charged only when a video actually is viewed by a user. Running intelligent TrueView campaigns can provide great insight into your demographic insight. Who are the users? Where are they coming from? And most importantly, are they watching your ads or skipping past them? Taken directly from Google, there are two types of Youtube TrueView ads (known as formats):- In-stream ads run before, during, or after videos on YouTube or on video partner sites and apps. They give viewers the option to skip the ad after 5 seconds. These ads help you drive awareness for your brand and products while people are watching a video.
- Video discovery ads appear in places where viewers discover content, like on YouTube search results, next to related videos, and on the YouTube mobile homepage. They invite people to click on a thumbnail to watch your video ad and help surface your videos to an interested audience.