Digital Marketing Strategy For A Handmade Jewelry Startup
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The handmade jewelry startup was inspired by the strong desire to create timeless accessories that would transcend gender and quick fashion jewelry. The business started out making ornamental pieces for close family and friends and 8 months later has grown due the referrals from customers. This created the need to expand the business with the main business objectives being to increase the number of customers and increase revenue.
Audience
Our audience are millennials, Gen Z and Gen Alpha, these three categories share a lot of characteristics like they are tech savvy, comfortable shopping online, value items that have been sourced ethically and environmentally friendly (Dimock, 2019). Seeing our jewelry is made from sustainable materials and we have an online shop it makes us a good match. Millennials are higher in population, have a source of income and make attractive candidates for our business.
Goals
Business goals align with the business objectives and they are divided into long term and short-term goals
Short term goals
- Create a website where we can showcase our special themed designs
- Drive traffic to the website,
Long term goals
- Brand awareness
- Create Conversion through subscription to our newsletters and offers
Achieving these goals
1. Create Website
We intend to create a website where we will showcase our designs, being a new startup, we don’t have enough money to acquire a proprietary website hence we will go for free versions of websites like Wix at wix.com. This is a great option as there are different website templates that we can customize to suit our products (Wix, 2021).
2. Drive traffic to website
SEO – By ensuring that our website is relevantly filled with the right keyword (informational and investigational) our first plan is to ensure our website ranks organically. We also plan to do relevant posts on Facebook and Instagram. Register the business on Google my business to increase brand visibility and also increase organic traffic through Google search. Create internal and external links as well (Clark, 2019).
Pay per click– Use of paid ads to direct traffic to the website, offering discounts on first purchase and or subscribing to our newsletter.
Content Marketing– Write engaging articles about the jewelry like how to accessorize the pieces, the history and fun facts.
3. Brand awareness
Use of hashtags, writing expert blogs for other websites, use of referral programs and run social media contests (Marrs, 2022).
4. Conversion
Having a strong call to action on our offers, photos and newsletters, create a brand voice that connects with our desired audience and being specific and relevant regarding what our customers want. Email marketing is considered effective when it comes to increasing site visits and sales.
Key performance indicators
Inorder to ensure that our marketing efforts are on track and asses’ areas of improvement, we need to constantly check the metrics that show the results of our activities, they include
Return on Investment (ROI)
This is the amount of revenue generated from all our online marketing efforts it includes the amount of money spent on Ads vs the revenue made from these activities. 20% increase in revenue growth would be ideal seeing it is our first time going fully online.
CTR
Click through rate is a measure of the number of clicks made on the advertising link per the number of impressions. It helps show how effective our online ads are in terms of relevancy, precision (good landing page) and quality of traffic.
Conversion rate
Conversion rate is the number of unique visitors to the website who completed the set goals like making a purchase and or subscribing to our website (newsletters, offers). A 15% conversion rate would be a good start point for the business
Engagement rate
How engaging our posts are is also important as it tell that our customers are noticing our social media communication and responding to it. The number of views, likes and comments is a great indicator of the success of these posts (Campbell, 2022).
In conclusion it is important to keep checking and improving upon the goals and results, a continuous improvement will ensure that we meet the needs and requirements of not only our customers but of our business as well.
Written by
Irene M, Digital marketing
Analyst at Abacus Digital, Netherlands.
References
Ayyar, R. (2014, September 9). 5 Back-to-Basic Tricks to Turbocharge Your Website Conversions. Retrieved from Search Engine Journal: https://www.searchenginejournal.com/5-back-basic-tricks-turbocharge-website-conversions/115108/#close
Barroso, A., Parker, K., & Bennett, J. (2020, May 27). As Millennials Near 40, They’re Approaching Family Life Differently Than Previous Generations. Retrieved from Pew Research: https://www.pewresearch.org/social-trends/2020/05/27/as-millennials-near-40-theyre-approaching-family-life-differently-than-previous-generations/
Campbell, H. (2022, February 4). KPIs & Metrics That Matter For Digital Marketing Success In 2022. Retrieved from Search Engine Journal: https://www.searchenginejournal.com/kpis-metrics-digital-marketing-recap/435889/
Clark, J. (2019, August 12). 101 Easy (& Cheap) Ways to Drive Traffic to Your Website. Retrieved from Search Engine Journal: https://www.searchenginejournal.com/drive-traffic-to-your-website/320567/#close
Dimock, M. (2019, January 17). Generations> Defining generations: Where Millennials end and Generation Z begins. Retrieved from Pew Research Centre: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
Marrs, M. (2022, February 25). 18 Sneaky Ways to Build Brand Awareness. Retrieved from Wordstream: https://www.wordstream.com/blog/ws/2015/07/10/brand-awareness
Wix. (2021, October 19). Step-by-Step Guide: How to Create a Professional Website. Retrieved from Wix: https://www.wix.com/blog/2016/06/how-to-create-website-step-by-step-guide/
The handmade jewelry startup was inspired by the strong desire to create timeless accessories that would transcend gender and quick fashion jewelry. The business started out making ornamental pieces for close family and friends and 8 months later has grown due the referrals from customers. This created the need to expand the business with…
The handmade jewelry startup was inspired by the strong desire to create timeless accessories that would transcend gender and quick fashion jewelry. The business started out making ornamental pieces for close family and friends and 8 months later has grown due the referrals from customers. This created the need to expand the business with…