Industry Specific Marketing Advice
Marketing a Gemstones Retailer
Marketing a gemstones retailer can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for gemstones retailer owners and managers.
Marketing a gemstones retailer can quickly take a wrong turn if you don't have a roadmap.
Marketing increases the brand footprint of a gemstones retailer using a carefully crafted mix of techniques and tactics.
Mailings
It makes sense for gemstones retailers to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. These days, gemstones retailers are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. To maintain marketing momentum, many gemstones retailers outsource marketing to a professional firm. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
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