How to prepare a digital marketing plan for a jewelry brand in India?

The jewelry segment is a prominent area that enjoys greater sectoral benefits and profitability than others. This segment shares a great symmetry with festivals like Diwali and Dhanteras and is an inevitable part of every great function like marriages, engagements, or other accounts of celebration. However, a highly competitive market poses certain challenges for jewelry makers to effectively chart their business strategies that stand them out, generate more leads, and build strong relationships with their customers. The greater challenge the jewelry makers face is the increasing influence of online shopping and pre-established brands. In this blog, we will try to understand the importance of the digital presence of their business and how it can benefit them not just for survival but to achieve exponential growth as well.

Understanding the Indian jewelry market:

The Indian jewelry market showcases a complex, diverse behavior pattern of consumers. Rapidly changing designs and patterns, price fluctuation of precious metals, completion from contemporary imitative products, price-sensitive customers, and various other reasons are some of the major challenges that make this segment profitable and vulnerable at the same time. Besides, online shopping sites, brand positioning, and effective digital presence are some of the crucial things that make it necessary for the makers to look for digital solutions that leverage their business. Here are some of the important things that they can consider while planning their marketing strategy:

Creating a digital marketing plan:

What comes to your mind when you think of promoting your business largely depends on what you expect from your business. Your business plan can have one core objective to focus on or many. All you need to do is prepare a list of expectations so that you adhere to them effectively and develop a clear goal to accomplish.

Defining your goal:

one may think of augmenting the sales volume for greater profitability, increasing leads or customers for his business, evolving as a strong brand, or any other goal. The objectives of all these might seem similar yet have a distinct strategy and period to achieve. Augmenting sales volume may be a temporary phenomenon that can be created through different promotional offers and largely depends on the business season as well. Increasing leads or customers is essential for survival and keeping your business floating. Similarly, brand building and positioning require a relatively greater period and effort to produce the result. A marketing mix strategy can also be used as an effective way to prepare a digital marketing plan.

Identifying the target audience:

Give it a thought, as who could be your real target audience? In other words, product assortment will help you to choose different target audiences to address. Fashion jewelry will attract youngsters who are more enthusiastic to follow the trend and remain popular in their group. Similarly, people also prefer certain products as a gifting option for different occasions, especially for marriages, anniversaries, birthdays, or some festivals as well. Bridal jewelry is usually attractive to those who are ready for a nuptial. Coins, deity idols, offerings and so many categorizations and segments that you create can have a different target audience and occasions to promote your business. 

Vigoring digital footprint:

For greater brand promotion and sales, your digital presence across various channels is essential. With the growing rate of internet penetration and social media trends, you have to choose the right platform and target audience to address and pitch your products. Many sellers and makers make the mistake of bombarding the promotional campaign of every platform or randomly selecting the channel that fails to serve their purpose. One must keep in mind that the audience and their preference are not the same across every platform, as a reason they will exhaust their budget but won’t get the desired result at the end of the day.

Channels and tools for promotion:-

There is a wide range of tools and techniques available that can help you to escalate your business to new heights. As mentioned above, one can choose the appropriate channel and tool as per business goal or can use a combination of them all depending on his budget.

Website development: Get a professionally designed website to showcase your products and an effective tool to communicate with your audience. Having a professional website also helps you build trust with your customers as well. It is an effective tool for brand-building activities too. In today’s competitive market, it can help you to showcase your products with high-quality images with minimalist designs, an online ordering facility, inventory details, new products, different offers, and so on to enrich the audience experience and facilitate them to choose the right product for ordering.

Social media campaigns: You can also interact with your customers over various social media platforms like Instagram, Facebook, and Pinterest, which are prominent sources to showcase your products and offers through greater channel reach and an active user base.

Email marketing: This is one of the effective tools that allows you to directly communicate with the audience. A careful selection of personalized promotions, new product arrivals, offers, and updates can be directly sent to the audience in the form of a newsletter or campaign, which also helps to craft a bond with the audience and customers to augment your business growth.

Content marketing: content marketing is used to inform and educate audiences and customers about products and services that someone wants to pitch. However, the message is conveyed in such a way that it does not directly push sales. Blogs, videos, and tutorials are some of the prominent ways through which one can interact with an audience. In the case of the jewelry segment, product care, styles and trends, and brand leadership, one can pitch the audience. Using lifestyle video shoots, behind-the-scenes craftsman skills of manufacturing jewelry, encouraging customers to share their photos wearing your jewelry or tagging you in a post, styling posts and collections, and hosting live sessions for product promotion are some of the crucial things that can boost your brand performance and business growth.

Search Engine Optimization: A digital marketing campaign can also incorporate optimization of your business website through scaling up your ranking on Google, augmenting visibility, local search augmentation, meta description, keyword search, header and image, and Google My Business verification. It will help the audience and customers to navigate your products and offerings easily.

Effective implementation of a digital marketing plan:

Through different available tools and platforms, one can devise an effective strategy that perfectly aligns with his business objective. Usage of infographics explaining the history of a particular jewelry style, gemstones, styling, and caring tips; publishing articles on choosing the perfect engagement ring; jewelry trend of a particular year; collecting email addresses of visitors through the website, social media, or in-store promotion; articulating local searches through Google My Business listing; On-page SEO and keyword search would provide enough content to prepare a ground for segmentation and positioning your business through customer preferences, purchase history, and demographic data.

Monitoring and analyzing the performance:

Once you have successfully implemented your marketing campaign, the next thing that you need to do is to regularly monitor the performance of your campaign. One can use Google Analytics to monitor website traffic, user behavior, conversion rates, social media engagement rates, post-performance, click-through rates, and unsubscribe rates. Analyzing open rates are some of the techniques that will help you to understand your campaign performance.

Adaptation and market insight to evolve: Monitoring industry trends, consumer behavior, and the shift and enabling solicit feedback from customers regarding their purchase experience and preferences will also help you to refine your offerings and plan accordingly to promote your business and brand.

Conclusion: In today’s world, visibility and presence are key to the success of any business. A comprehensive digital marketing plan not only enhances your business visibility and customer engagement but also drives sales. Your digital marketing plan will benefit your business through a strong online presence and social media leverage while benefiting your business in the long run.