4 Common Marketing Distractions Jewelers Should Avoid

by Charles Pobee-Mensah, Director of Digital Marketing As a marketing agency, we get more than our fair share of suggestions from clients. But some ideas are distractions. Our clients rely on us to sort the wheat from the chaff. And that’s what we’re going to do for you today as well. Don’t get stuck focusing on shiny marketing ideas that won't get you anywhere. Here are 5 Common Marketing Distractions Jewelers Should Avoid.

Number of Followers

One of the first rookie mistakes we hear is a goal to grow followers. Social media followers aren’t completely irrelevant, but Facebook and Instagram stopped showing everything you post to your followers a long time ago. Instead, you should focus on engagement. Whether you pay for ads or not, engagement is the metric for success on Social Media and what we watch for.

Low Volume Search Terms

We run a lot of SEO and Paid Search campaigns for jewelers. So, we know a thing or two about search terms. Doing a quick Google search is one of the easiest ways to see if your store shows up or not. But what you see on Google is never the whole story. There are a number of reasons why you wouldn’t want to focus on a particular phrase, but the most common reason is because of low volume. There simply aren’t enough people searching for that phrase. In fact, it might take years, or even decades to make a single sale off some requested search terms. Instead, focus on clicks and CPC for relevant terms. Search terms that can’t produce clicks don’t deserve your attention.

Doing What’s New

New things are shiny and pretty. They’re also not tried and true. While we pay attention to new platforms and new types of marketing, we also know that it’s just a distraction until it shows results. Instagram TV launched to much fanfare. But many of the influencers who used it at first abandoned the platform not long after. Will it be a good place to be? Time will tell. In the meantime, we recommend focusing on what’s proven, not what’s new.

Doing What Others Are Doing

We’ve all seen a jeweler do a marketing campaign that could make you green with envy. “Why didn’t we think of that?” and “We should be doing this!” are commonly heard when this happens. But what you see isn’t the whole story. Remember, your store might be different. You might not have the budget or the manpower to pull off the same things as a larger jeweler. Or maybe you simply have a different focus or area of expertise. And oftentimes, you don’t know if what they did was even a success. There is always a temptation to copy the other guy, but more often than not, this is a distraction. Instead, focus on campaigns that customized for you. Success more often comes from innovation than from imitation. Need expert advice on the right marketing strategy for you? Contact suits@fruchtman.com.