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Jewelry Marketing Metrics for Ecommerce Goals

Episode #280 – “Jewelry Marketing Metrics for Ecommerce Goals”

Welcome to Episode #280. Today, I’d like to share some strategies to help ease the pressure of meeting your ecommerce sales goals by instead zeroing in on more digestible metrics that can be tackled in bite-sized pieces.

I stumbled upon this method of achieving sales targets back in 2014, thanks to an article on BigCommerce’s blog. Sadly, the article is no longer available, but I managed to save the ecommerce formula that they share. Over the years, I’ve revisited this formula countless times because of its straightforwardness and its effectiveness in demystifying online sales.

Consider this: you probably have a clear income goal in mind. But have you broken down what that goal means in terms of website visitors needed, conversion rates to aim for, and the average order value you should target?

The essence of what I’m sharing today is this: if you’re selling jewelry online, it’s crucial to stay informed about your key ecommerce metrics. This doesn’t mean you need to be an expert in Google Analytics or a data guru. In fact, we’re going to keep things simple. Our focus will be on the most impactful metrics, devising marketing strategies that directly influence those metrics.

Transcript: https://joyjoya.com/jewelry-metrics-ecommerce-goals

00:00 Start
2:23 Primary Episode Content
16:50 The Gold Mine

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Jewelry Storytelling: Get Your Audience to STOP and Pay Attention

Episode #279 – “Jewelry Storytelling: Get Your Audience to STOP and Pay Attention”

Welcome to Episode #279. Today, I’m revisiting the topic of brand storytelling for what must be the thousandth time, simply because I can’t seem to emphasize its importance enough.

Recently, I stumbled upon a small business grant sponsored by a global bank, which understandably attracts a vast number of applicants. A unique aspect of this application process is the requirement to submit a 500-word essay detailing your business’s journey and how it has navigated the current economic landscape. However, there’s a catch: your story must be shared publicly, as all submissions are compiled on a single webpage for open viewing.

Curiosity got the better of me, and I found myself diving into the narratives of fellow entrepreneurs. With every page refresh, a flood of new entries appeared, signaling thousands of applications from business owners nationwide, including those from the jewelry sector. Intriguingly, the use of AI for crafting or refining these stories was prohibited, placing the onus on the applicant’s innate storytelling abilities to compellingly answer the prompt within the tight word limit.

As I read some of the submissions, I couldn’t help but marvel at the monumental task awaiting the judges: selecting finalists from such a rich tapestry of stories. It’s clear that each business owner would greatly benefit from the grant.

This leads to the pressing question: In a sea of narratives, how does one capture attention? Whether it’s in a grant application or communicating with customers, standing out is crucial. Stay tuned for my insights on how to make people STOP AND PAY ATTENTION to your story!

Transcript: https://joyjoya.com/jewelry-storytelling-tips-jewelry-brands

00:00 Start
3:27 Primary Episode Content
19:01 The Gold Mine

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The Role of Production in Jewelry Marketing

Episode #278 – “The Role of Production in Jewelry Marketing”

Welcome to Episode #278. Today, I’d like to discuss a common challenge many jewelry business owners face when it comes to planning their marketing content. Surprisingly, it’s not about their marketing skills or knowledge, but rather about production; yes, about the actual designing and making of their products.

When we help our clients organize their content calendars, typically looking six months ahead, we sometimes hit a roadblock: not knowing the production schedule. Together, between us and the business owner, we have no shortage of good and interesting ideas. But if the production calendar hasn’t been fleshed out, we can’t plan marketing effectively.

I understand that production can be complicated, especially if you’re not making everything yourself. Even if you are, relying on suppliers and delivery times can be tricky. But even business owners who handle everything sometimes struggle to plan ahead because they prioritize creativity over sticking to a schedule.

While being creative is amazing and important, it’s important to realize that running a solid business powered by effective marketing needs some insight into production. Without it, planning can really become chaotic, which isn’t ideal for running a jewelry business.

So, how can you make sure your production and marketing align better? Stay tuned for some advice.

Transcript: https://joyjoya.com/production-jewelry-marketing

00:00 Start
3:36 Primary Episode Content
19:41 The Gold Mine

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What “Works” in Jewelry Marketing

Episode #277 – “What ‘Works’ in Jewelry Marketing”

Welcome to Episode #277. Today, I’m diving into the topic of when marketing actually “works”. Sometimes, marketing seems like a big mystery. Is it all about posting on social media? Sending out emails? Is there a magical formula for boosting sales? And when exactly does marketing start to show results? If you’re fairly new to the business world, these might be some of the burning questions on your mind, making it tough to see how marketing could genuinely benefit your business and what signs indicate that it’s hitting its mark.

In this episode, I’m going to unpack what effective marketing can really look like for you and what it means for marketing to truly “work”. I think you might find my insights surprising, but in the best possible way! I’m going to let you in on some behind-the-scenes of what it looks like for our clients when we’ve uncovered a way for their marketing to really do what it can do best.

Transcript: https://joyjoya.com/what-works-jewelry-marketing

Links From the Episode:
“The Confidence Podcast” https://www.trishblackwell.com/podcasts/

00:00 Start
2:09 Primary Episode Content
20:28 The Gold Mine

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How to Roll Out New Jewelry Marketing Ideas

Episode #276 – “How to Roll Out New Jewelry Marketing Ideas”

Welcome to Episode #276. In this episode, I’ll delve into the significance of empathizing with your customers and share strategies on how to do so effectively. Recently, during a client call, we were bouncing ideas back and forth about the direction of their business and which products or collections to prioritize in upcoming campaigns – as well as which types of products would be interesting to develop for the sake of attracting customer attention and interest.

Despite our extensive brainstorming session, we hit a roadblock when it came to making any final decisions. Why? Because, in the end, our opinions are pretty much close to irrelevant. What truly matters is understanding what resonates with the customers and how they’ll respond.

So, instead of continuing our endless brainstorm, we narrowed down our ideas to a few favorites. We decided to gradually introduce and test these ideas to gauge customer reactions before fully committing to any one direction. This way, we ensure that our marketing efforts align closely with what our customers truly love. Being too convinced of how your audience will respond to something is a sure-fire way to set yourself up for disappointment.

Keep listening to understand how to slowly roll out your new ideas to your customers, how to understand whether or not they’re worth pursuing, and then what to do once you’ve found that your customers are responding positively – for maximum impact.

Transcript: https://joyjoya.com/new-jewelry-marketing-ideas

00:00 Start
2:51 Primary Episode Content
16:13 The Gold Mine

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How Your Jewelry Business Can Gain Organic Traffic and Build Trust

Episode #275 – “How Your Jewelry Business Can Gain Organic Traffic and Build Trust”

Welcome to Episode #275. In this episode, I want to talk about why blog posts could still be relevant for your jewelry business in 2024 (notice I said “could be” and not “are relevant”) and how to actually write a great blog post for your ecommerce site.

While the term “blogging” may seem a bit old-fashioned, like we just stepped back to the year 2000, it’s essential to recognize that well-crafted written content remains a cornerstone for your business in 2024.

In an era where artificial intelligence can generate articles at lightning speed, the challenge lies in sustaining the trust of your audience. Genuine and reliable written content can distinguish your business, leading to a direct influence on your brand storytelling, customer relationships, discoverability, sales, and overall growth.

Keep listening or watching to find out whether or not your jewelry business is a good candidate for having a blog, what it takes to write an amazing blog post, and what you can expect from your efforts over time.

Transcript: https://joyjoya.com/phases-marketing-jewelry

Other Links From the Episode:
Episode #238 – https://youtu.be/uN-KeiHnef0
Episode #239 – https://youtu.be/hU-K6OlaKOU
Episode #240 – https://youtu.be/Vdfri0o7648

00:00 Start
2:25 Primary Episode Content
20:54 The Gold Mine

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2 Essential Phases of Marketing for Jewelry Businesses

Episode #274 – “2 Essential Phases of Marketing for Jewelry Businesses”

Welcome to Episode #274. In this episode, we’re diving into the essential stages of marketing for jewelry brands and why it’s crucial to understand their distinctions.

I’ve noticed that many new jewelry business owners might not have a clear grasp of what marketing really involves, and that’s perfectly fine! I’m here to provide some clarity. First and foremost, let’s clarify that marketing is distinct from public relations and sales. While marketing can certainly support these functions, it operates differently. And if you want more on that, an entire chapter actually, check out my book Jewelry Marketing Joy.

But today on the podcast, I’ll explore the two primary types of marketing you’ll be engaged in for your jewelry business in the long run.

The first type is “Audience Building” Marketing. These are the marketing activities aimed at getting people to notice your brand. Imagine sending an email campaign to an empty subscriber list or posting on Instagram with zero followers – it wouldn’t yield much, would it? To make the second type of marketing, “Customer Relationship Building” Marketing, effective, you also need to be actively involved in”Audience Building Marketing.”

If you’re launching a new jewelry brand, you’ll likely dedicate most of your efforts to the first type because you need to attract those initial eyeballs and interest. Even if you’re an established jewelry business, you can’t afford to neglect “Audience Building” Marketing. You should continue to focus on attracting new audiences while nurturing relationships with those who are already interested.

Ready to understand marketing on a deeper level? Keep listening or watching as I explore the differences between Audience Building” Marketing and “Customer Relationship Building” Marketing. I’ll provide examples of both types and delve into why “Audience Building” Marketing can be super challenging, as well as what results to anticipate from your efforts.

Transcript: https://joyjoya.com/phases-marketing-jewelry

00:00 Start
3:39 Primary Episode Content
15:50 The Gold Mine

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Email Marketing Design for Jewelry Businesses

Episode #273 – “Email Marketing Design for Jewelry Businesses”

Welcome to Episode #273. In this episode, I want to discuss effective email marketing design strategies tailored specifically for jewelry brands. When we mention “graphic design” or the design aspect of digital materials, it’s common to associate it with aesthetics and making things visually appealing. However, in the context of email marketing, it’s less about making the email visually pleasing and more about designing it in a way that ensures successful email delivery, along with clear and swift presentation of essential information.

The primary goal is not only to secure a place in the recipient’s inbox but also to effectively communicate all the crucial details. According to a 2022 study conducted by Litmus, the average time people spend on an email is just nine seconds. This research revealed that approximately 30% of emails receive less than two seconds of attention, 41% are looked at for a duration of two to eight seconds, and only 29% are viewed for more than eight seconds. In essence, your email design needs to make a significant impact within the first two seconds of viewing.

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. This is actually our last podcast episode with Hilary as a guest! If you’ve enjoyed hearing the interviews from Hilary and would like more designer interviews in the future, let me know in a YouTube comment or podcast review. If you’re new to this series with Hilary, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, I’d like to discuss the constraints of email marketing design and explain why it’s not feasible or advisable to treat your emails as pieces of art. Additionally, I’ll delve into the current best practices for email marketing design in 2024 and cover other related topics.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Other Links From the Episode:
https://www.businessoffashion.com/case-studies/beauty/hero-product-franchise-tarte-nars-too-faced-shape-tape-concealer-orgasm-blush-better-than-sex-mascara/

Transcript: https://joyjoya.com/email-marketing-design-jewelry

00:00 Start
4:38 Primary Episode Content
16:47 Interview
28:57 The Gold Mine

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Email Marketing List Health for Jewelry Businesses

Episode #272 – “Email Marketing List Health for Jewelry Businesses”

Welcome to Episode #272. In this episode, I’m excited to share one of my favorite jewelry marketing activities to kick off the new year – giving your email subscriber list a check-up!

In the world of jewelry marketing, the email list is like a lively and ever-evolving companion that needs some TLC from time to time. Just how often you should pamper it depends on its size – the bigger ones require more frequent spa days, while the smaller ones can enjoy a more casual check-in now and then. So, let’s dive into the world of email subscriber list rejuvenation!

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let’s talk about what it means to have a healthy email list, how to regularly manage email list health, and what actions you can take to improve list health if it’s looking a little under the weather.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Transcript: https://joyjoya.com/email-marketing-list-jewelry

00:00 Start
4:00 Primary Episode Content
19:13 Interview
31:38 The Gold Mine

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3 Unconventional Pricing Strategies For Jewelry Marketing

Episode #271 – “3 Unconventional Pricing Strategies For Jewelry Marketing”

Welcome to Episode #271. As we enter the new year, I’d like to discuss unconventional pricing strategies that you might want to explore in 2024 and beyond. Many jewelry businesses tend to adhere to established pricing norms, and that’s perfectly fine. Some offer discounts, while others maintain fixed prices – whatever suits your business model.

However, today, I won’t be addressing these common pricing approaches. Instead, I’d like to focus on pricing as it relates to attracting new customers and enhancing your marketing efforts. You can continue selling your jewelry at the prices you’ve determined to be suitable, but I’ll show you how to leverage those prices strategically to benefit your business.

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let’s discuss some unconventional pricing strategies that you might not have thought about yet and explore how they can boost your marketing efforts this year.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

“17 Questions That Changed My Life” By Tim Ferriss
https://tim.blog/wp-content/uploads/2020/01/17-Questions-That-Changed-My-Life.pdf

Transcript: https://joyjoya.com/pricing-strategies-jewelry-marketing

00:00 Start
4:01 Primary Episode Content
20:52 Interview
38:43 The Gold Mine

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