The Guide to the Best Digital Marketing Tools For Jewellery Stores
The Guide to the Best Digital Marketing Tools For Jewellery Stores
The global pandemic has seen a significant shift in consumers’ behaviour- now, more buyers are making purchases online. Buyers have moved to the online space. They research the products they are interested in, compare from different sites, and then make an informed buying decision. As a jewellery store owner, you must understand consumer behaviour to make marketing strategies successful and connect with the target audience. Consumer behaviour becomes even more critical when creating digital marketing strategies. Make educated decisions while selecting the best digital marketing tools for promoting your jewellery store online.
You need to use the data to get greater visibility in the search engines and enable your target audience to find you with great ease.
Consider the below-mentioned factors that give you an insight into the research process.
- Where does the research happen?
- On which online platforms the target customers are spending time?
- Factors that affect the customer’s buying decision.
Let’s discuss them in detail-
Where do buyers research?
A large number of users- approximately 90% search on Google and other search engines to research a product or service they need. So, these are the ideal platforms where you need to invest your resources to reap the benefits. Users are already on the search engines, so attracting them to your website should be the first step to increase your sales. Jewellery stores can drive high-quality traffic to their website by increasing your visibility in the search engines with improved ranking.
The first page of Google will attract maximum users, followed by the second page results. So, businesses need to invest in driving more traffic to their website, and hence a website holds great significance. Compared to other sources such as social media, emails, maximum results are derived from improved search engine ranking for jewellery store websites.
There has been a shift in consumers behaviour. It is evident as per a recent survey -16 to 24-year-olds research a product on social media rather than on search engines. You also need to focus on this age group because this is your future customer base. They will start looking for engagement rings and bridal jewellery in the near future, so you need to optimise your digital marketing strategy, keeping the young generation’s consumer behaviour in mind.
Where Your Target Customers Spend Their Time Online?
You need to know where your prospective customers are spending most of their time to help you market your products successfully to them. You need to know where your target audience spends their online time- social media, search engines, eCommerce sites, responding to email marketing campaigns, or using other channels. Major online activities include searching for health-related information, directions, news, weather forecasts, buying products and services, personal and professional interaction on social media platforms. As per a report, 65.9% of the monthly users will log in daily on mobile devices or desktops. Facebook is a globally popular social networking website with approximately 2.8 billion monthly active users.
As per a recent study, Instagram will reach approximately 1.2 billion users in 2023. This popular messaging platform has more than 1.074 billion monthly active users, and the total number of active daily users on Instagram crosses 500 million! There are already more than 200 million businesses on Instagram.
What are the factors that affect the buyers' decisions?
Consumer behaviour and psychology are crucial components that businesses should focus on to understand consumer behaviour. You can match their requirement only when you know what drives their buying decision, and you can successfully market to prospective customers only when you know what they are looking for on online platforms. Several factors affect the buying decision.
- Product Quality -56% of people consider product quality as the leading factor while making a buying decision.
- 62% of shoppers research big-ticket items in-store before buying online.
- 79% of smartphone owners have used their mobile for online shopping.
- More than 80% of users have responded that they are influenced by their friends’ recommendations while making a buying decision.
- 30% of users will respond to friends’ recommended brands.
- Branded content attracts 44% of people, while video content is likely to engage 40% of users.
The "Buyer's Journey"
The buyer’s journey is defined as the different stages that lead the buyers to take the desired action. These steps include the buyers becoming aware of the problem, defining it, and resolving it by buying the product and service they need.
The buyer's journey is a 3 step process-
- Awareness Stage: The buyer realizes they have an issue to deal with.
- Consideration Stage: The Buyer evaluates their issue and researches the options to help them deal with the problem.
- Decision Stage: The Buyer selects a solution.
It is vital to understand the process of the buyer’s journey to align your marketing activities and synchronise with them. Capture their attention in the early stages and convert them into your customers.
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Pathik Shah
CISA, FCA, CS, DISA (ICAI), FAFP (ICAI)
Pathik is a Chartered Accountant with more than 22 years of experience in jewellery industry. Be it accounting, auditing, compliance, business process reengineering, software development, or digital marketing, he possesses all-encompassing diversified expertise.
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