Greetings! Thank you for visiting our blog. My name is Alexander Skibinskiy and I’m the owner of ALLDGT – a digital marketing and web development agency. I have also been in the retail and online jewelry business since I was 16 years old. Businesses development, jewelry, and digital marketing are my passions. Below you will find a short case study, plus further pieces of advice aiming to improve your jewelry business significantly. If you don’t understand something, please use the comment section. I or someone from my team will answer with more exemplifications.
Let’s get started.
It’s a story about taking a dying retail jewelry business to a new level. Using only three digital marketing strategies we succeeded in boosting said retail jewelry brand. We helped it grow stronger with e-commerce. Now online store outperforms retail. However, we made retail and online realms work harmoniously well and bring better results together.
We have managed to create a loyal customer base which is still expanding. I call them jewelry hunters. They are continually seeking out unique estate jewelry pieces we sell. With a range from 50EUR up to 35.000EUR, below are a few examples of newly arrived pieces, so you can understand what type of jewelry we sell. For many years no one seemed willing to purchase them at the retail shop until we exposed them to the precisely targeted audience who visit the e-commerce store.
Luxury Jewelry Marketing Strategy We Are Using
Firstly, we developed the e-commerce store and upload over 200+ products. Having enough inventory to promote, we started directly with two advertising channels. Facebook and Instagram. We tested out over 38 advertising campaigns. Further, we established and optimized 4 of them by interest, age, and placement. Four campaigns that drive us better ROAS. Those 4 Facebook and Instagram jewelry marketing campaigns form a marketing FUNNEL: Awareness-Consideration-Conversion-Loyalty-Advocacy.
*** ROI: Return on Investment. If you invest 1$ and get 10$ in return it’s 1000% ROI.
*** ROAS: Return on Advertising Spend. The same principle.
Secondly, we created a Content Marketing strategy in combination with search engine optimization (SEO). In a nutshell, driving traffic from Google for different types of keywords aimed to target the desired customer. For examples, people who are searching for: Gold Earrings, Diamond Earrings, Citrine Earrings, Art Deco Earrings, and so on. At this moment we have 500 keywords; each keyword is an idea for a blog post.
We have created almost 100/500 blog posts; totaling 25% of our content marketing strategy.
How does it help? It helps to target a customer with a higher intent to buy, which is a must for every business.
From the illustration above, you can observe an impressive growth from 0 to 8000 unique monthly users from Google search alone. We have finished just 25% of our content strategy, and I plan to triple these stats in the coming year, in fact, I expect 25-30K monthly organic visitors. For a country with 11.000.000 internet users, this would be an excellent result!
These two strategies support each other — Facebook with Instagram and content marketing.
Those users who are arriving from Google see remarketing advertising on Facebook. Remarketing – remember that, as we will talk about it later. Those who are coming from Facebook are helping to rank our content on the first page of Google.
You may already know that Google has over 200+ ranking factors. Bearing that in mind, people who arrive at the website from Facebook are reading and sharing the content.
So, How Does This Help?
It gives ranking algorithms a signal that the website is good to be on the first page for any topic :).
Google loves it when people spend their time reading, looking through jewelry, and visiting and sharing your pages on social media.
Google also loves when someone types the exact brand name into their search engine – this is a large ranking factor, and Facebook Advertising can help significantly with that. After seeing your advertising on Facebook, people will naturally use Google search to find out more about your brand.
Google considers this and gives you more authority. Having more authority from Google is an advantage to beat your competitors easily and taking place on the first google page for the desired keyword. Of course, you need to a compelling content people will read and share, content that humans love, not robots.
More than that, if you are using google wisely, for every search mentioned on your website, you can quickly drive the customer to your retails stores. Google considers each keyword as a mention, and showing your place to your potential customer like this:
Having an effective content strategy has helped us tremendously to increase both our retail and online jewelry sales. If Facebook and Instagram bring us an average 1000% ROI, the other 500% comes from content strategy.
Up to know, we have discussed three strategies that help each other:
1. Facebook and Instagram Ads
2. Content Marketing
3. Google Local Business Mentions
Now, let’s talk about the audience you need to target, mistakes to avoid when investing in jewelry marketing, CRO/AOV optimization, and strategies and channels to use when scaling a jewelry brand.
Audiences to Target for Your Jewelry Marketing Campaigns.
In our particular case, we were targeting the same audience that frequented our retail store, that is, the audience likely to buy gold jewelry and jewelry with precious stones:
Doctors: A ROI-winning audience. They give us the best ROI, considering just how many of them are in our loyal client base and lifetime customer value (LCV).
People that are interested in other jewelry brands, like this:
Every advertising channel has its own way of targeting – Google, for example, gives you many different possibilities, one which I will outline for you. You can create an audience based on people’s searches, covering everyone who typed words in Google such as: Diamond earring, Gold Ring, Cartier, and so on. So, bearing that in mind, now you can use a simple jewelry marketing funnel:
1. Show a video ad on YouTube to people from a “custom audience.”
2. Extract those people who watched 50% of the video and remarket to them with banners everywhere.
3. Remarket those who visited the website but had not made a purchase with Google Dynamic Ads.
Do remarketing until they buy something from you.
Yes, that how it works. A prospect needs 7-10 interaction with a brand to make a decision, a purchase. It’s for low-cost jewelry. Hundreds of interactions for the luxury jewelry segment that are 1000+. Here comes remarketing.
60% of Sales Come From Remarketing
If you have substantial traffic to your website and you are not using remarketing. You are just leaving 40%-60% of your revenue on the table. If you are making, for instance, 100.000$ in revenue with your online store and you don’t use remarketing it means that you don’t like to get additional 40.000 or 60.000 in revenue.
100.000 without Remarketing, 160.000$ with Remarketing. Which one is better?
Remarketing everywhere. As Mr. Putin said, “we will find them everywhere” and make them buy. (Joke)
A few years ago any good marketer was able to achieve profitability without remarketing. These days, many brands are surviving and making a profit with remarketing. Without it, they are at the break-even point or worst. Of course, will you be at the break-even point or better than that, depends on your Jewelry designs, CRO and AOV and Email Marketing We will talk about it soon.
Return on Advertising Spend Depends on Designs, Prices, and Use of Jewelry Sales Promotion in Your Marketing and Product Pages
The guarantee of your ROI is your jewelry designs. You can hire the GURU of jewelry marketing, if your jewelry designs are usual, standard, don’t expect to get a higher return on investment, loyal customer, or brand advocacy.
A good jewelry design needs to have an average ROAS of 300% from your marketing efforts. Everything above 400% is winning! So, yes, Facebook and Instagram are also useful instruments when you wish to validate your jewelry line/designs.
The primary role of a marketer is to help you to find these designs and optimize your return on investment. Sometimes, we need to tell the truth: I can’t help you sell your jewelry, but maybe you need to consider focus more on producing/finding new designs.
Advertising-winning designs guarantee a better return on investment. Jewelry is an incredibly competitive niche and pushing bog-standard designs will only cause stress to jewelry owners and marketers alike.
Mistakes Business Owners Make When Doing Digital Marketing for Jewelry
- Starting a marketing campaign without setting a reasonable budget you can comfortably maintain. Consistency. Dream big but be prepared for a long run of testing and optimization. Producing, finding and advertising more jewelry designs that bring better ROI — trying different advertising channels as well.
- Giving up on marketing too early.
- Misunderstanding the principle of growing a brand before making a profit.
- Investing in marketing without measuring and optimizing the results.
- Not optimizing your ads and store for better conversion rates (CRO) and better AOV (Average ORDER VALUE)
Conversion rate optimization (CRO) and (AOV) Optimization Before Scaling A Jewelry Brand.
CRO is an art, the psychology of persuading people to buy. There are hundreds of technics, courses, and books.
How does this help? Imagine you are selling a jewelry piece with a 1% conversion rate, as in one customer out of every 100 is making a purchase. This means the CR is 1%.
Let’s imagine the next situation. Your store operates at a 1% conversion rate, and you earn 100.000$ in revenue that year. After conversion rate optimization, your store operates at a 2% conversion rate.
Which one is better, to operate at 1% and having 100.000$ in revenue or having 2% and 200.000 in revenue with the same marketing budget?
Everything needs to be optimized and tested for better conversion rates. Your description, your photos, your videos, your advertising campaigns – everything! Even your average order value (AOV) and email marketing need to be optimized.
The (AOV) is additional technique that on average helps to increase your revenue by another 10-20%! Amazon using this optimization managed to increase their average order value by 20% 🙂
Upsell On a Product page.
Upsell On a Cart Page.
Upsell after Purchase.
Email marketing is simply about building a customer base and creating a different type of email flow, smart flows with specific rules, and this also means email marketing automation. This is a very powerful instrument that guarantees 20% additional revenue.
Your CRO, AOV + Email Marketing must be on point to maximize the ROI. It’s a must before scaling your jewelry brand. When you are investing a significant amount of money in advertising your ROI is going down. It’s normal.
Up to now, we have covered:
Remarketing: Helps to increase revenue by 40-60%.
CRO: Can double your revenue with the same marketing budget.
AOV: Help to increase revenue by 10-20%.
EMAIL MARKETING: Helps to increase revenue by 20%.
Scaling, Investing, and Creating more jewelry marketing campaigns and sales channels.
As a scaling Jewelry Marketing Strategies, I recommend using,
1. Youtube Ads.
2. Marketplace Distributions.
3. Google Shopping.
4. Google Network.
5. Google Search.
6. Bing Search.
7. Pinterest Ads.
8. Linkedin Ads.
Give it a try, especially for luxury jewelry. Expensive for prospecting, but you can retarget with Google Ads or Facebook both of which are cheaper.
9. Twitter Ads.
10. Influence Marketing.
11. Email Marketing.
12. Strategic Partnership Marketing.
13. Native Advertising.
14. Messenger Bots.
15. Snapchat Ads
16. Affiliate Marketing
And any other channels offering you the possibility to target your desired audience and, most importantly, to measure the ROAS.
When you have managed to successfully use these channels for your jewelry store nationally. Start international scaling – transferring the strategies that bring your better ROAS to other countries.
I’m currently writing a book about advertising channels for jewelry, so, stay with me, and I will share it with you.
And that’s it. Thank you for reading!
If you like the information you’ve read, I kindly ask you to share this article with your network on Facebook and LinkedIn.
Also, I highly to recommend to read the following articles:
45 Skills Jewellery Marketing Expert or Director Must Have
Jewellery Marketing Budget How Much to Invest and What to Expect
Jewellery Website Design Examples Every Store Must Model
Looking for a perfect jewelry marketing company or expert?
I highly recommend contacting us, you will not find someone better when it comes to jewelry marketing.
Image source: Le’ador
Hi Alexander, We are launching a new concept on Jewelry with 3D Draping concept, am interested how to work on the digital marketing and e-commerce going after. What would be the best way working on it.
Please check your email.
Awesome data and great insight!
Thank you for your time and comment! I appreciate people leaving feedback!
Thank you for the compliment, Lakshmi!
We are launching new. Looking forward to get in touch with you.
I saw your website, I like the designs and you have good potential to have a good ROAS.
Ps. Take a look at this blog post, it will help: Jewelry Website Design Examples Every Store Must Model
Hey Alex, this is a great case study, thanks so much for sharing all the detail! How long did you run the campaign for before you started seeing results on conversions? And can you share a ballpark of the daily investment you spent across all campaigns? Thank you so much, super helpful!
I took me 6 months and over 36 marketing campaigns to find a set-up that brings positive ROAS. For the family business I’m spending over around 2.000EUR per month, and we are getting an average +2000% ROAS each month now.
I also have clients where I’m spending $50.000 $100.000 monthly with +500% ROAS on average that is good as well.
Hi Alexander, I have been running Instagram and facebook ads for around 3 months now. I launched in July 2019 and my online store conversion rate is 1.13%, is this good or bad? Please check my website out, would appreciate your opinion. Thanks
I checked it from UK, London. And it takes like 5-10 seconds to load a category page… Hmm, something strange here. I think you have to optimize your website, server response and database. Installing LiteSpeed Chache or Google Page speed module https://developers.google.com/speed/pagespeed/module
Also to find and advertise a product that brings a better conversion rate. 1% is good, definitely, you can get 2-3% if you will find high converting product and optimize your site, product pages and server.
Product pages also can be optimized properly, with reviews on all pages and social proof.
Hi Alexander, This article is a pure treasure for me I just started advertising for one fine jewelry in India. I’m getting good results from youtube & display ads. But my team is still not able to give me potential users from social media is there any article you write for best practices to target except mentioned in the article.
There are many ways to target and see which audience brings better return on investment. I suggest to segment targeting audiences, by brand, by profession, by interest, by hobbies and test products to see which one converts better and brings better ROAS.
Awesome data and great insight. Thanks Alexander
You are welcome!
Hi Alex , I have a website called http://www.allthatdori.com and I would love a consult or some input from you . We have been doing fb ads but the traction is not great
In most of the cases is the Facebook set-up and structure strategy. Feel free to contact me at firstname.lastname@example.org
Thank you , will do
HI Alex very useful information to become a Brand in these Digital World ,Recently We Will Launch our jewelry Website ,now we are going to brand Awareness,and SEO,Digital Marketing Through FB,Instagram,Youtube,is there enough to increase revenue on website?
Facebook and Instagram can be enough in the beginning.
Thanks Alexander, very informative. So much more to learn and finetune!
Hi Alexander, thank you for this amazing post.
I have been advertising on facebook for couple of years now and just recently I have started to use retargeting ads. What would be ideal investing ratio between regular & retargeting ads. Meaning if I invest 100$ on regular adds how much should I invest on retargeting adds?
usually 70% Prospecting and 30% remarketing, but depends on the audience size
Please contact us…
Thanks, Alexander. This is really great information found here, I really like your blog. Thanks very much for the share.
Hi, Very useful article you shareed. We are Styling Expert for wedding functions.
Hi Alexander, Your posts and comments are inspirational and I was wondering if you would be prepared to help us design a jewelry website on Shopify and assist us in the marketing of that website in the most cost effective way. If so would you be prepared to work on a commission basis as we are unfortunately not able to afford very much and trying to break out of a vicious poverty cycle.
I would love to help everyone in need, but I psychically can handle it. Please step into my shoes, I also have an agency team and family to take care of so I’m not able to sacrifice my time for commission basis projects. The value I provide to biz is worth millions from the start. I do apologize, but I don’t find your offer having a mutual benefit.
Ok no problem! I fully understand!
Hi Alexander. In your opinion, is it possible to sell jewelry online in a relatively short time, creating an e-commerce consisting of a single product but in a limited edition (maximum 25 pieces)? Consider that it is necessary to create a new brand, completely unknown to the market. If you think this is feasible, what marketing strategies would you use? Thank you
We have to understand that is the risk in every investment. Online marketing and all the strategies are just investment. Every situation is possible. I can do all the best but if the market doesn’t want it, no marketer can help. Advice: Just take the action and you will be ahead. Don’t be afraid.
I would use Google Shopping, Facebook, and Instagram.
How do I copy write or what would be good examples of copy writing for luxury make up & jewelry organizers & How do I market it to females and for males to buy for males?
You can start writing on your blog about different jewelry organizers. Please use google keyword planner to figure out topics related to your niche so that you can write as many topics as possible and attract buyers organically.
The next thing is obviously to start using paid ads. When investing in ads, analyze every KPI like CPC, cost per add to cart, cost per initiate checkout, cost per purchase, and ROAS.
An absolute gem of an article (pun intended) – dropped some real value here! I’ve just started my FB ads agency and have a luxury jewellery client myself. Starting out is a little crazy and scary but this has given me a bit more confidence. I would love to learn more, are there any resources (free or paid) that could help a new agency owner with luxury jewellery clients?
Hi ,, I have an online fine jewelry store and I’m looking for a partner who is an expert in digital fine jewelry marketing
Please watch our 25 min jewelry marketing masterclass fro CEOs at https://www.alexskb.com/masterclass-registration and book a call after
Hi , this is my second message to u.
I’m interested in working with you , please contact me back at : email@example.com
You also can call me at: (786) 436-4699
If I don’t answer please text me or leave a message
Thanks for the great notes. I want to set up a digital marketing plan for my spriitual bracelet. Could you help?
I’m not sure, not all the products are suitable for paid media. Feel free to apply for a consultation using our website menu.