Whether you’re looking to grow your jewelry brand into a profitable side hustle or a booming full-time business, the work doesn’t stop after you register your business name. Once you’ve got the legal steps sorted out and an amazing collection ready to go, it’s time to get serious about creating a marketing plan for your jewelry business.
Marketing covers many different channels and projects, and there are quite a few steps to take when starting out. Launching any business can seem overwhelming, but don’t worry! It’s not as challenging as you might think (especially with guides like this one to help you out!).
Before we dive in – we want to make sure you’ve got your copy of our Ultimate Online Marketing Guide for Jewelry Designers, Makers, and Retailers. It’s totally free and will guide you through the complete process of creating your marketing plan and staying organized! Click below to download your copy.
Before you get carried away with making social media posts or sending out emails, it’s important to start out with a strong marketing foundation. This process starts with market research to help you understand trends, competition, and who your target audience is. A thorough market analysis explores the size of the market, its value and opportunity, as well as potential roadblocks.
Market research involves the following factors:
A buyer persona is a fictional representation of your ideal customer based on market research. Defining a buyer persona puts you in the mindset of your customer and helps you understand their needs, wants, and motivations for buying your product.
The buyer persona for a jewelry designer who sells gold diamond necklaces is certainly different for artists who create homemade, customizable toe rings.
Once you know your buyer persona you can then define the buyer’s journey process. A buyer’s journey helps identify when, how and exactly where your customer will find your jewelry and the type of information they need to make a purchase.
Now that you’ve carved out your niche, studied market trends, and identified your ideal customer you now need to evaluate the competition.
Identify the biggest players in your market and analyze their pricing model, types of jewelry they offer, customer service and fulfillment policies, and their marketing strategy. Where and how do they advertise? A deep dive into their social media presence and online reviews can help identify weaknesses or missed opportunities for you to capitalize on.
Using what you know about your target audience and competition is key to developing a solid marketing plan.
Now that you have a clear vision of who you’re selling to and the other similar brands in your space, it’s time to define what sets you apart from the competition. A unique selling point is just that: the specific aspects that make your brand different and better than other options your customers may have.
You’ll want to take a broad look at your business and products and make a list of the qualities that make you unique. Are your designs completely original? Do you have the best quality gemstones in your niche? Do you offer a specialized custom design process unlike any other? Are you top rated in ethical sourcing?
While you don’t need to be completely different from competitors in every category (in fact, this is nearly impossible!), knowing the areas that are your strengths and being able to define them will help immensely when defining your brand and marketing strategy.
If you need a little extra help to get a clear vision of what your unique selling point is, consider asking 5-10 people who aren’t deeply familiar with the brand to review your materials and products and provide a list of qualities and impressions they have about the brand. Comparing common threads between these answers can help define your unique selling point in an accurate, non-biased way.
Your name and jewelry design should start to play into the development of who you are as a brand. A word of caution? Don’t be too hasty when selecting your jewelry business name. Your brand will be a unique look and feel that separates you from the competition and is what your customers will identify with, and a strategic name is the first part of that process.
Other elements of branding your jewelry business to consider include your company logo, colors, website pages, ads, packaging, and photos. Additionally, fine tuning your messaging and brand voice is also important when engaging with customers on social media and other online platforms. Each of these elements should be defined before you begin any marketing projects to make sure that your brand looks and feels consistent across all online platforms.
Now that you have your business established and a beautiful jewelry collection ready to sell, it’s time to create images that showcase your work to impress your customers. When it comes to creative product businesses, images are one of the most important, and effective marketing tools at your disposal. Brand and collection photos should be used on your website, social media, and even for print collateral such as business cards or signage.
Make it a priority to take consistent, quality photographs of your collections. This factor is key to help your business look professional and also assist with making more sales online and off. Having great photos is the first gateway to get a buyer to notice your work.
There are two options for checking this step off your list. First, take the jewelry photos yourself! Invest in a quality camera and learn how to stage and shoot your own brand images. Depending on your skills, interest, and time, this will take some practice.
Another option is to hire a professional product photographer. They will know exactly what and how to shoot your collection to make it look top-notch. This route is definitely more expensive, but less stressful and likely quicker than taking them yourself.
Now that you’ve done your research and defined your core brand elements, you’re ready to start building your marketing plan. The first step is to decide which marketing channels you want to focus your energy on. Chances are, you don’t have a 20-person marketing team or million dollar budget to tackle every type of marketing under the sun, and that’s okay! Lack of resources doesn’t mean you can’t craft an effective marketing plan for your creative business.
What it does mean is that you should take the time to determine the most strategic channels to focus on so your efforts go farther for your business. Marketing channels are typically divided into two different categories: inbound and outbound. Outbound marketing is where you actively are seeking out engagement with potential buyers. This could mean hosting trade shows, attending wholesale shows, calling up customers directly, or reaching out to PR opportunities or partnerships.