Retailer Resources: Tips for Selling Engagement Rings During COVID
If you’re in the jewelry industry, you know that choosing an engagement ring is a decision that’s not taken lightly. Moving a customer through the engagement ring sales funnel is an extended process that requires a strategic approach, intentional nurturing, and building trust. Although this process requires a heavy lift, it’s worthwhile to invest the time upfront because of the lifetime value of each customer.
How can you stand out from the crowd amidst the challenging market resulting from the COVID-19 economy? It’s more important than ever before to prioritize your digital marketing efforts and connect with customers online. Let’s explore some helpful tips that will give you the tools you need to provide valuable content and, ultimately, build lasting relationships with your target buyer audience.
Start with a focus on brand awareness
When you’re trying to land a lifetime client, it only makes sense to dedicate resources and attention to the awareness stage. The end goal is not to just sell the customer an engagement ring; the end goal is to sell them the wedding band, a 25th-anniversary gift, and beyond.
One of the first steps in brand awareness is creating a clear visual identity across your digital presence. Do a sweep of your social media channels, website, e-commerce platform, email marketing, and any other elements of your digital storefront to ensure you’re staying consistent with aesthetics and messaging. If you’ve posted content in the past that is no longer on brand, you can archive posts to ensure you’re telling the right story to both new and existing customers.
Remember: Quality over quantity
Remember to focus on quality over quantity when adding products to your e-commerce website. Each product should have a thorough description and multiple, dynamic photo views. Well-known brands like Zappos have such a successful e-commerce presence because they help the customer connect with the product in every way possible outside of physically trying it on.
For example, these COACH leather boots are photographed from every angle (including a demo video). They feature a comprehensive, bullet-point description and even provide outfit suggestions to help customers envision how that product will fit their lifestyle. If Zappos relays all of that information for just a pair of boots, imagine how much more information is necessary to help a customer choose something as significant as an engagement ring!
Each of your product listings should include a description with illustrative keywords, specifications, product numbers, and pricing information based on customizations like metal and carat size. It’s worthwhile to include any information that you think would be relevant to create an in-person shopping experience. You should also provide a clear call to action for each product, but it doesn’t have to be “Add to Cart.” Direct customers to “inquire for more information” or “learn more” for an organic approach. Take a look at this product page for one of our three-stone engagement rings for inspiration as you get started.
Create helpful content
In addition to creating a quality library of products, it’s also essential to consider and proactively answer the frequently asked questions you encounter during the sales process. 90% of shoppers aren’t ready to purchase during their first visit to your store or website (via GemFind), so take the time to nurture them during this stage with valuable educational content. On your social media channels, strike a balance between 80% lifestyle or educational content and 20% sales content. This will keep your followers engaged as they advance into the consideration phase.
Blogs are another valuable tool for your customers. Businesses that blog get 67% more leads on average than those who don’t (via GemFind). Create a blog calendar with both evergreen content and seasonal/timely content. “COVID-brides” are struggling right now, so establishing a caring space for that specific group of people will create a meaningful connection right from the start. You can also create downloadable content like PDFs, e-books, or webinars that customers can access in exchange for submitting their email.
Invest in Google Ads and SEO
93% of online experiences begin with a search engine (via GemFind). Google and YouTube are the top search engines, so it’s worth investing in both Google ads and an SEO strategy to make sure you’re deliberately connecting with customers who are searching for topics related to your brand.
It’s easier to score higher in search results for long-tailed keywords than short keywords. For example, the search result for “engagement rings” is a crowded space, but the search result for “rose gold, three-stone engagement ring with a round center diamond and tapered baguette side stones” is a much more specific search that you can optimize your content for. As a best practice, we recommend creating a dedicated landing page for each keyword and then reinforcing that page with the proper Title, Tag, H1, H2, and keywords throughout the page.
You should also optimize your Google my Business page. This tool is essential for providing newsworthy updates with timely information, building credibility with customer reviews, and standing out from your competition with engaging photography. This platform has become particularly noteworthy during the pandemic as businesses make updates and communicate important time-sensitive information to customers trying to engage with their brand.
Leverage your social media audience
Social media is a great place to nurture your audience at all stages of the sales funnel. Be intentional about posting engaging content in your Stories by showing videos of rings in good lighting that demonstrate the diamond’s sparkle. Anytime you’re posting a product, remember to tag the post with links to where users can find more information about the product on your website, or at a minimum, include the product number so they can perform their own search. Posting user-generated content of past engagements or wedding anniversaries is also a thoughtful way to keep your established customer-base engaged in the years to come.
Platforms like Facebook and Instagram are inventing more and more ways for users to connect with and purchase products directly from the apps with updates like Facebook Shops and Instagram Shops. Businesses can now link a product feed directly from your website to Instagram and Facebook. Utilizing tools such as dynamic ads and the Facebook Tracking Pixel will display your product feed within the users’ feeds. You can also create a lookalike audience to continue supporting the funnel of quality traffic.
Your number one priority should be to create valuable content for your customers, with the goal being to outsmart your competition vs. outspend them on an over-the-top advertising strategy. This year has altered the way consumers behave, and the businesses that meet customer needs during this high-stakes season will be better positioned for the future of shopping.
Ready to get started? Check out our How to Take the Perfect Ring Video blog to start creating scroll-stopping content!