The best campaign for any brand is the one that can wow its audience, compelling them to turn heads. Anybody can influence the brain, but if something touches our hearts, we know we won’t ever forget that. That’s what a Creative Digital Marketing Campaign aims for: to draw both love & laurels for the brand from the fanbase. Thus, it’s these wow moments that make brands a big success.

On the completion of 20 memorable years of Tanishq, the brand invited people to walk down the memory lane, and share their most memorable moments with Tanishq. With the help of influencers, the brand further encouraged people to share their Tanishq story using #20YearsOfTanishq. Following are some of these tweets:

Congratulations @TanishqJewelry on #20YearsOfTanishq Best exchange value for gold precious stones. Love the Tanishq experience
— Surabhi Aj. (@surabhi_diva) December 8, 2017
Well Shopping from @Tanishqjewelry has always been a great experience glad its #20YearsOfTanishq
— Shrey S. Somani (@shrey_RCBian) December 8, 2017

In its latest ad campaign titled #WOMENOFGOLD, Tanishq continues its path-breaking tradition of stereotypes & challenging societal norms, an ideology in which the brand has always believed in. As a brand that has always celebrated women, Tanishq’s newest film continues its tradition, yet again emphasizing that women of today refuse to be let down by age, circumstances, or let their families make decisions for them.

Speaking about this film, Deepika Sabharwal Tewari, associate vice president, says, “With this film, we target progressive, career-oriented women who have achieved something in their life by following their heart, doing things which they really want to do. A Tanishq Solitaire is a marker of their success for everything they’ve achieved, and still, keep going.
Rajesh Ramaswamy, executive director, Lowe Lintas remarked, “It takes great courage to change the course of your life after a certain point, but we’re noticing a lot of women doing it. After all, ambition has no age, and this film is an ode to every such woman, who’s slowly and steadily turning into the woman she’s always wanted to be.”

So now you know why every jewelry today needs a brand story & a belief. It’s here the Marketing Agencies can help you build your brand like never before, by following these foolproof strategies:

1. A CUSTOMER-BIASED JEWELRY WEBSITE

“The most precious jewels are not made of stone, but of flesh.” , says Robert Ludium.

Jewelry is not just an investment, it’s about love, identity & eternity. It’s a way of keeping memories alive. It’s like a love-at-first-sight. But preserving & nurturing such range of delicate sentiments of people, who are the most coveted jewelry for every business, is by no means a cakewalk. Thus, to hit a mark, a strategically dedicated team is as important as the sixth sense to perceive such emotions. This is what the Digital Marketers do – they step not only in the shoes of their customers, but also their hearts.

It’s important that every jewelry breathes a brand story, that not only defines its brand & its motto but also how it adds value & love for its customers. Digital Marketing helps jewelers weave such an impactful story for their brand, and lends reasons to customers why their brand is worth the latter’s money. So it’s extremely important that every jewelry website provides such ample data that can capture its audience, both emotionally & technically.

An aesthetically appealing, a crisp, clean & uncluttered web design & an easy-to-navigate website is a first step & a pre-requisite for jewelers to sustain in today’s Digital Age. It must beautifully showcase the products with high-quality images, multiple views, compelling captions & out-of-the-box product descriptions, updates on the recently launched collections, its USP, its belief & a lot more.

Apart from these, what’s the real blood & bones of a website is its customer stories. People love authentic stories that tug at their heartstrings. So, let your website be a celebration of not just your brand, but also of your customers, by letting them recount of what your jewelry means to them –such moments when your stones melted their hearts, say for, anniversaries, weddings, etc. You can inspire your potential customers for purchase by posting the images & videos of your previous clients, with their prior permission.

2. SEO HACKS FOR JEWELERS

In today’s digital age, almost every process – right from buying a bracelet that matches your attire to deciding which is the perfect solitaire you’ve always dreamt for your ring finger – begins with a simple Google search. So every business today needs to be on toes to keep shifting the sails of its marketing strategy in the direction of Google’s Digital Winds.
A detailed keyword research and competitors’ analysis funneled into a perfect SEO campaign, to know what your target audience is searching for is a good way to understand what type of content works for your business. You need a well-balanced SEO campaign to increase the chances of your product getting spotted through social media and search engines.
Strategies for successful on-page SEO include the use of meta tag keywords, meta tag descriptions, title tags, heading tags. Successful off-page SEO includes the use of social media, blogging, video marketing, and setting up RSS feeds.

3. E-MAIL MARKETING TO CREATE A BOOM

E-mail marketing is one of the best ways to digitally market your jewelry. Apart from the benefits of automation in scheduling e-mails at our comfort, this marketing strategy also offers a host of lucrative benefits. Like, it’s absolutely free except for the costs of gathering customers’ contracts, customer support, user-friendliness, the use of statistical and analytical tools to understand consumers’ behavior and a fast and easy way to connect directly with your buyers and potential customers.

But beware! Never indulge in purchasing an e-mail list. Though it may see a shortcut, it can lead to legal hassles. Moreover, whoever you’re mailing, without being asked, would most likely mark it a spam / delete it. Instead, have a newsletter signup sheet in the jewelry shop and on your website – like what all you’ll offer them through e-mails, how often, what’s that of any use to them, etc.

Now the question arises: what should you send in the emails? Ranging from related topics (like clothing or accessories that match certain jewelry), special offers, customer reviews & photos, you can add fun & flavor to it by featuring data like a “jewel of the month”, gift hampers, etc. Thus, e-mail marketing is a powerful marketing strategy, as it provides the customer his needs even before he looks outside for it.

4. BLOGGING – A FOREVER JEWEL

A blog page increases the chances of a website, getting indexed for its pages, by 434%. Indexing is proof that Google has recognized those pages, making ranking easier. Thus, this can lead to your improved chances of appearing on Google Page One. Thus, every jewelry brand needs to be regularly posting compelling & engaging content about its products, latest tie-ups, themes, collections, etc.

SEO without content is like an ice-cream cone without ice-cream.

So it’s important that you fill this cone with the fun & the flavors, preferring the first-love of your customers to the first-love of search engines. Publish such content that makes you stand out & establishes you as an expert jeweler. Blogging also helps promote your products by posting links that will redirect readers back to your main web page. Regular blogging will hike your traffic, thus leading to a higher turnover rate & a competitive edge.

You can base your blogs on all what your customers want to know: bridal jewelry for a contemporary bride to how to do purchase your first diamond etc. Jewellers today need to take the services of a trusted Digital Marketing Agency to go an extra mile in terms of creativity & innovation with – blogs that are informative & yet have a spark & a beauty that directly knocks at the customer’s heart, captivating videos of jewellery & the aura it manifests, intriguing images etc.

Festivities are also an occasion where you can launch theme-driven jewelry collections & those can be publicized through amazing blog posts & tempting videos. For instance, look below at a blog post of Malabar Gold & Diamond, featured during Valentine, the Season of Love. This lead to an engagement of a whopping 150 million followers to the page!

Such themed & timed content if employed with a digitally-driven marketing strategy, is bound to make an impact.

5. USE OF SOCIAL MEDIA: SHARING YOUR BLING

Bigger is always better, especially if it’s one of the closest memories of the like wedding. And that was certainly the case for our favorite bride of 2017 — Anushka Sharma, one of the most celebrated Sabyasachi brides. Who can forget the big fat & the dreamiest wedding ever of India’s most favorite &the cutest love-birds, Virat Kohli & Anushka Sharma, on December 11, 2017, in Tuscany, Italy?

WhatsApp, Facebook, Twitter, Instagram, in fact, every social media platform was flooded, not only with scintillating & adorable snapshots from the fairytale wedding but also with the social media shares by Sabyasachi Mukherjee, of the jaw-dropping & statement-making jewelry in which Anushka Sharma dazzled in her wedding rites & rituals.

Thanks to Social Media, that Sabyasachi’s bridal as well as non-bridal collection, is the first love of every Indian girl’s bucket list! When people search online for Sabyasachi’s bridal collection, they hunt for the ‘Anushka Look‘ or the ‘Deepika Look‘ first, because its beauty & dazzle is still afresh in their hearts !!

What else thus remains to prove the power & dynamics of social media? Except for the fact that today a social media account is no less powerful than a bank account. It’s an interface where you can educate, promote, and engage with your customers, create a charm & hype of your brand stories and generate excitement with followers & drive followers to your stores & e-commerce platforms to continue the rich experience.

6. VIDEOS

If I’ve to tell a million stories together, I’ll make a video. A video helps your audience develop a bond of familiarity with you. Videos help weave a brand story with melody & mania, stunning images, a compelling script dipped in colors, beauty & all fun & magic, for sure no heart can dare to flee from. The impact of a video is thus reverberative & hypnotizing.

7. INFLUENCER MARKETING

Influencer Marketing is just a synonym of Celebrity Endorsement. When the so-called BIGGIES of the industry flaunt your jewelry on their social media handles, you immediately become a talk of the town. Looking at the creative, appealing & aesthetic aura & buzz that surrounds the jewelry sector, marketers have a huge potential to tap the bloggers and lifestyle influencers.
It’s here the Digital Marketers come into play. Backed by an in-depth industry experience, Digital Marketers can with their penetrating insights select influencers, who resonate with your brand and can appeal to your target audience in a seamless and a hassle-free manner. The influencers replying to their followers at social media too grand the eyeballs, communicating in the language and tone that reflect the image of the brand, sky-rockets your online reputation &drives unbelievable conversions.
This is what the ever-gorgeous Deepika Padukone said for the leading Indian Jewellery Brand Tanishq on being roped in, which obviously added more followers for Tanishq, which titled the Marketing Theme as “QUEEN OF HEARTS“, which aptly described its brand ambassador too :

“My relationship with Tanishq goes back many years to when I used to visit the Tanishq store in Bangalore with my family. I’m happy to say that by shopping at Tanishq over the years we have celebrated a great relationship and now with this association, it is truly a marriage,” she added.

8. PAY-PER-CLICK (PPC) ADVERTISING

It’s promising because it promotes your brand at various reaches catering to a variety of brands. But obviously, it’s worth investing, because it doesn’t demand any initial investment. The advertiser is charged only when his ad gets clicked.
Thus, a killer PPC Campaign is what your brand needs to fetch more & more clicks.

9. GMB LISTINGS FOR A DIGITAL BOOST

You can drive visits to your brick-and-mortar store by posting your store on Google My Business Listings, even if you don’t sell your brand online. This listing launches your store for a Google Search & thus drives traffic to your website. Not only it displays your contact details & directions to reach your store via a Google Map but also facilitates the featuring of images & reviews which in turn will drive more store visits and higher revenue.
Since most numbers of searches today are local in nature, an informative GMB listing, can help pitch the potential customers in a better way, and once impressed here, they’ll log in to your website for purchase.

10. ONLINE-ADS FOR HIGHER SALES

If it’s about reaching the emotions & expectations of your target audience & driving traffic, Digital Ads are the most appealing. So it’s important that these ads put up such a show that, your jewelry introduces you, even before you speak. And is thus perhaps rightly said that, Diamonds speak louder than words.

Ranging from WhatsApp, YouTube, Facebook, Instagram, etc., you can choose your marketing platform based on your objective and target audience. And if your brand is for sale at e-shopping portals like Amazon, Flipkart, Myntra, etc., you can also run ads there & drive more & more relevant traffic. Shopping ads are also a good investment to ensure 8 to 10X return on ad spends. Shopping ads run on a combination of optimization, monitoring, and bidding, with a keen focus on the increasing average.

Out of sight is out of mind. Thus, it’s important you keep crossing the way of your customers using ad spends, and inspire them to travel the distance from ‘My Wishlist’ to ‘My Orders’.

With a keen focus on increasing average, shopping adds cover many processes like monitoring, bidding & optimization.