Think Like an Entrepreneur: How to Utilise Marketing Funnels to Improve Jewellery Sales
How to Utilise Marketing Funnels to Improve Jewellery Sales
Boosting jewellery sales requires strategic thinking, data collection, and a lot of creativity. As a business owner, you need to think like an entrepreneur by diversifying your marketing channels, promoting your brand, and ensuring that you’re a known name in your area.
Developing a marketing strategy requires a systematic approach that guides the customer along their buying journey and leads them toward a sale. To do this properly, you’ll need to utilise multiple marketing channels that build trust and awareness and cultivate customer loyalty. Here’s how.
Build your brand
Before you develop your marketing strategies, you must build your brand. In the process of building your brand, you’ll research your competitors, determine your target market, and create buyer personas. This will guide your marketing approach.
For example, if you determine that your brand will cater to younger piercees in their early- to mid-twenties, you’ll likely want to focus on building an exceptional social media presence, as that’s where your target audience gets most of their information.
If you haven’t hashed out your brand quite yet, you should have that finalised before pursuing marketing strategies. Learn more about elevating your piercing brand here.
Use marketing funnels to facilitate the customer’s journey
To earn business, you must develop strategies that guide customers toward a sale. By utilizing marketing funnels, you can guide the customer through their decision-making process, ideally bringing them to make a purchase at your store.
The marketing funnel is a visualisation of a customer’s purchasing process. It appears as an upside-down triangle, indicating that at each step closer to a sale, your audience will narrow. For example, in the Awareness phase, your goal is brand recognition. Here, you’ll reach a broad audience, many of whom are not in the market for body jewellery. This is perfectly fine, as the objective here is simply to get your name out. As the funnel narrows, your marketing approaches will become more targeted, eventually moving to conversion and beyond.
Let’s take a closer look at each piece of the marketing funnel and strategies that you can employ.
1. Awareness
The widest net you’ll cast is during the awareness phase. Here, you’re focused on getting your name out there. It doesn’t matter if every person you reach during this phase is interested in purchasing body jewellery as long as some of them are.
At this stage, you need to ensure that you’re visible both online and in person through multiple sales channels. In the beginning, focus on one or two channels and develop new channels as you grow.
Create an optimised website
Having a professional website is no longer optional. It can be a big red flag for customers if the companies they’re researching have no online presence. Although you can create business pages on places like LinkedIn or Facebook, it’s still preferable to have your own website, as this is something customers expect.
Remember, your website is more than an online brochure. Although it should include important information about your store, you should also take advantage of its ability to be updated. Use it as a tool to promote sales, share company news, and showcase your expertise.
Develop an SEO (search engine optimisation) strategy to ensure that your website can be found on search engines. Google prefers to promote websites that are consistently updated and that showcase expertise. By cultivating a blog or other online resources, you can build traffic and gain top search ranking.
Build a social media presence
Social media is huge in modern commerce and should not be ignored by any serious online jewellery seller.
According to HubSpot’s 2024 State of Marketing Report, short-form videos have a 17% ROI—the highest-performing marketing trend in the report. The same report found that the top social media platforms for marketing are Facebook, Instagram, YouTube, and TikTok.
Besides creating your own videos and content that educates your audience and promotes your products, you should utilise hashtags to reach potential customers, host online giveaways, and partner with influencers to promote your brand and products.
Attend events and conferences
Although building an online presence is essential for any modern business, traditional, real-life strategies are still important. By attending events and conferences, you can put a face to your business, become known in your community and gain insights from other market leaders.
Sign up for local markets where you can display your jewellery and piercing services. Network with other jewellery retailers and piercing professionals by attending conferences. Become a leader in your industry by speaking at different events. Getting out there and meeting people will build trust in your brand and make people feel more connected to your piercing studio.
Creative promotions
Another offline way to get customers is to offer creative promotions that get people in your shop. Make sure that your storefront is inviting and clearly displays some of your best offerings. Host events that cater to your target market. Partner with local artists to put their pictures on display or host an event with a small local celebrity. Sometimes, just getting people into your store, even if they have no intention of buying anything, can be an excellent way to gain attention and get your name out there.
2. Consideration
Once a customer is made aware of a company, they’ll start considering making a purchase.
At this stage, you’ll employ strategies that prove to customers that you’re the brand they want to support as they compare your store against other jewellery retailers.
Here are some ways to elevate your shop above the rest.
Customer reviews
Reviews and testimonials are indispensable when convincing a customer to make a purchase. If you have any hope of competing against other local jewellery retailers, you must have excellent reviews to back your business.
Make sure that your customers remember to review by offering a QR code at the till that takes them to a review site. As you’re running through their purchase, have them write a review before they leave your store. If you receive a valid bad review, use it as a learning experience and identify ways you may improve.
Social proof
People like to buy things that other people like. In the past, this was done through word of mouth; you asked your friend where they got their earrings, and they directed you to the store.
Today, social media has expanded word-of-mouth to include a much wider audience.
Take advantage of this by encouraging UGC (user-generated content) from past customers.
Create a promotion offering a discount to customers who make a public post about your products and services. Partner with influencers to promote your brand. Reach out to online publications that are popular in your area to write about your shop. Make sure that your customers know that their peers love your offerings, too.
Superior offerings
The best way to ensure that you stand out from your competition is to cultivate superior offerings that no one else has. Body jewellery needs to be both fashionable and safe. Partner with a supplier that offers a wide range of gorgeous jewellery options that are safe to wear and inexpensive. Marketing is easy when you offer a product that people love. The only way you can do that is by finding a piercing supplier that you can trust. (Learn more about how we can help below.)
3. Conversion
Finally, we’ve reached the point in the funnel when you can make the sale. Whether your customers have followed the marketing funnel or they’ve just wandered into your shop, there are a few tactics that you can take to clinch the purchase.
In-store displays
The way you display your products has a big impact on conversion. Aesthetically pleasing jewellery displays will allow your customers to easily browse your selection while promoting a sense of high-end quality. The way that you organise your displays can also play into the purchasing process. You should place your most popular and striking jewellery items toward the front of the store, enticing customers to enter. Any accessories or inexpensive add-ons are best placed closer to the till, as this is where customers are most likely to make an impulse buy.
Invest in well-trained staff
Customer service is an essential part of making a sale. You must ensure that your staff is well-versed in different piercing types and the jewellery that they wear and have a sense of each customer’s style.
Whether the customer is browsing or knows exactly what they want, your staff should understand how they can guide the customers through the final steps toward a purchase. They should also be trained in the art of upselling.
Make sure that your staff are aware of any promotions, and always have them offer additional accessories before the sale is final.
4. Loyalty
The marketing funnel doesn’t end once a purchase is made. You want your customers to come back again and again. Loyal customers encourage steady business, and they’re more likely to recommend you to their friends. You must develop strategies to cultivate lasting relationships and keep customers coming back for more.
Email marketing
According to Forbes, 83% of customers are happy to share their data if it means receiving personalised experiences. With AI and various email marketing platforms, this has never been easier.
Develop a personalised email marketing strategy that makes past customers aware of new products, upcoming promotions, or by offering coupons. Sometimes, customers need a reminder that you’re around, and showing up in their inbox can be a great way to give a little nudge. Be careful; email campaigns can easily become spammy, and you don’t want to overdo it. Develop a strategy that’s helpful to your loyal customers rather than annoying.
Loyalty programmes
People love feeling like they’re getting a reward. Loyalty programmes allow you to say thanks to returning customers and make them feel special.
You can offer a points system that customers can exchange for discounts or freebies, create jewellery punch cards where they can get a free accessory after buying a certain number of jewellery pieces, exclusive sales, access to a VIP club, and more.
5. Advocacy
The final piece of the marketing funnel is advocacy. Going hand-in-hand with social proof, it enlists the help of your happiest customers to promote your brand and get your name out there. As you seek influencers to partner with, don’t shy away from microinfluencers—social media content creators that have a smaller following. Remember, it’s about the quality of their followers and not the quantity. If the influencer has a smaller following filled with your target market, it could be more impactful to your brand than an influencer with a massive following that doesn’t align with your products.
Fill your shelves with jewellery your customers love to buy
Reaching your target market can be challenging. A lot of the challenges can be alleviated by offering top-notch products that your customers love. Partnering with Acha is a fantastic solution.
We carry thousands of jewellery designs inspired by global fashion, ensuring that your jewellery store carries items that are heads and shoulders above your competition.
All of our jewellery items come with material certifications, so you know exactly what you’re selling to your clients. Furthermore, we provide streamlined customer service so that your shelves remain stocked with all the items that your customers crave.
Safety is our priority, which is why we practice the highest quality control standards.
We’ve been in this business for over 20 years and know what we’re doing, which is why we have a long list of happy customers from the UK and beyond. If you want to improve jewellery sales and grow your piercing studio, Acha can help. Contact us today to learn more.
Publication date and/or Last Updated: January 25, 2025
Author: cesar@suprank.com
Views: 514
Copyright Holder: Acha Co., Ltd.
Company info: WholesaleBodyJewellery is owned and operated by Acha, a leading manufacturer and online supplier of piercing jewellery with more than 20 years in the industry.
