If you’ve started a new online jewellery business, please consider direct marketing techniques to drive traffic to your website. Don’t always rely on search engines to do everything for you. It just won’t happen overnight. Remember, search engines send free traffic to your website, so they are not obligated to rank any of your website’s data to send user search traffic. Search engines take their time ranking data, especially if you are a new online company. It would be best if you had a strategy to rank well in your business area. SEO is an art that changes all the time.
Once you build your website, getting free traffic will take time and can sometimes be frustrating. Let’s think about how you can send traffic to your website using some tried and trusted marketing techniques.
Marketing Tips To Help Drive Traffic To Your Website
1. Find partners in your field of business.
Let’s say, for example, you have just launched your new jewellery website. The Lionsorbet team would suggest looking for magazines and blog sites about the jewellery industry. Type in ‘Jewellery News’ in one of your favourite search engines. A list of companies will pop up. Get in contact with them and ask what they can do for you. We guarantee they will be very polite. You should be able to send them your press release information for free and look at some short-term advertising. Moreover, this direct marketing strategy is excellent for brand awareness and trickles traffic to your website.
We recommend getting one of their writers to publish an article for you. This way, you have some great, unique SEO pointing back to your website. For example, a good writer will charge around £150 - £200 per article.
2. Check out what’s available in your local town or city.
What publications are hot and trendy? What’s the best fit for you? You might even consider doing a little marketing in one of the local papers. It’s always worth a try to see what type of results you get. If you own a business with a front-facing public shop, offer a discount if they shop online.
3. National and Local Advertising
If you have a hefty marketing budget, you can always look at national or global advertising. If we consider luxury brands and a direct target audience, why not advertise in Vogue, Elle, GQ or Cosmopolitan? Advertising to a large audience comes with a large price tag per page. Will you get the return?
4. Create Video Content
Create some marketing videos for youtube, Instagram, and TikTok. The French Contrex commercial is very inspirational. Check out what your competition is doing for video creation. Open up your social channel and create a simple content plan for 2-3 months. You can focus on product reviews, unboxing, product showcases, demonstrations, or introductions to your services. If in-store do a product of the day/week, diamond or gemstone of the week/month, etc. Get creative and don’t overthink it.
5. Create an Email Newsletter
Still widely used by big brands because they work. The easiest people to sell to are your existing customers. You can set up a free account with mailchimp.com or use Shopify’s built-in email marketing suite. It’s free to use and to get started, all you need to do is:
Collect contacts from past orders, email inquiries, LinkedIn, and social contacts.
Create a simple branded email
Create an offer, discount, or special event
Link to sale items or specific featured collections
Link to your education material or new blogs to create trust and authority
6. Find out what your competitors are doing.
As a rule, it’s better to keep an eye on your competitors, traffic, sales, popular content etc just to see where you could improve. Don’t let this get in the way of what you are doing and never react to another company's marketing and start changing yours unless you know it is a sure thing. Just because a company is doing something that looks clever it doesn’t mean it’s working.
PRO TIP: Use https://neilpatel.com/website-traffic-checker/ to check your competitor’s traffic and popular content.
A few other things to look out for:
Where do your competitors advertise?
What discounts do they offer, and are they comparable to yours?
What are their price points? Price checking is important but only change if it makes sense.
Who are their manufacturers? Are they getting better supplier deals than you, can you save more?
What’s on their blog? Do they have guides and educational material that would look great on yours too?
Who does all their creative work and photography? Contact them and get quotes for your work.
What awards have they won? Can you apply and become 'an “award-winning jeweller”
Do they hold any patents?
What does their packaging look like?
Do they have any customer incentives, like loyalty cards or affiliate programs?
What new product range do they have, and how often do they launch them?
Do they have shop outlets for the public?
Do they belong to any associations? - Gain trust by adding trade organisations to your website
What are their terms and conditions, delivery, and returns policy? Do yours need a spring clean?
Using some of these tips will give you a better understanding of your position in business while looking at the competition. Learn from them and be better.
7. Create a Catalogue or Brochure
Print definitely isn’t dead, it’s just gotten cheaper and more accessible. With companies like https://www.printed.com/ around you can get creative and cost-effective. Brochures and Catalogues give an alternate way for customers to browse and buy. They create trust and something tangible to send your customers and remind them that you are still around.
PRO TIP: Leave your brochures in popular places like hair salons and seating areas that the public use often.
8. Get on the phone and talk to people.
A phone call works better than any type of SEO campaign. Remember, you are human, and humans like to talk to each other. If you have a product that someone can benefit from, let them know about it. Alternatively, look for a telesales company that can launch a sales campaign for you and set you up with leads and sales.
9. Directories and Magazines
Find a relevant directory that is verified and has a good reputation. https://www.jewelads.trade/ is a good example for retailers and trade jewellers. We recommend using Yell, and Google Local Business, which is great for reviews and directions. Start with the free listing and look to upgrade if you receive traffic and calls. If you don’t, leave it alone. Look out for trade magazines that also have directories or personal company pages where you can list your services and get links back to your website.
10. Professional Design
Get in contact with a great creative agency. It’s their job to understand who you are and where you want to be. Many successful companies use or have a design team that is paid to come up with new concepts. It might be a new product, website, App or SEO strategy. A good agency or freelancer will work with your budgets and deliver something you and your customers can be proud of.
11. Exhibitions, Trade shows, and Live Events.
Look out for exhibitions relative to your company's business. Start attending them to build up partnerships or clients. You may be in a position to run a new stand. Depending on your aim at the exhibition, make sure you follow a plan of action and respond to every contact you get when the exhibition finishes. Some examples:
Jewellery Show London - https://www.thejewelleryshow.co.uk/
Spring Fair Birmingham - https://www.springfair.com/welcome
Company of Master Jewellers - https://www.masterjewellers.co.uk/events/
12. Have a Marketing Plan
Think about having a strong marketing strategy. Alternatively, talk to someone who knows about Organic SEO to drive free traffic to your website for the long term. Plan ahead and have realistic goals that you and your team can track on a monthly basis. Consider Key Performance indicators (KPI’s) to be:
Monthly Website Visitors / Returning Customers
Monthly sales and conversion rate from Organic vs Advertising Traffic
Social Media Growth and Engagement. Spend vs Sales.
Enquiries from lead generation e,.g website, store, walkings, phone calls, adverts etc.
Popular Products / Collections
Returning Customers or Top 10 customers by volume/spend. Can you provide better incentives?
On a final note, if you are looking to grow your new business or increase traffic and sales on your existing website then start to really think about WHY someone should buy from you. What makes you stand out? What value do you bring to their purchase? We go into this in more depth in our eCommerce Marketing Plan in our Members only Academy. For a breakdown of the content, list view our SEO Academy and Sign up here: https://www.lionsorbet.com/ecommerce-marketing-plan
SEO FOR LUXURY BRANDS
Lionsorbet offers a distinctive range of SEO and web design services for luxury brands. So why not get in touch today and talk to one of our friendly team members? We would love to help you grow your traffic and increase your sales.
