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Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in. And this can be used for jewelers to generate more customers! Inbound marketing for jewelers is different running ads and just trying to sell. This is because with inbound marketing you are not focused on selling. You are actually going to be focused on providing value to potential customers. Providing this value can come in many different types. Including: entertaining content, educational content and more.

In terms of digital marketing, this means using a combination of marketing channels. These are most commonly: content marketing, search engine optimization (SEO), and social media. The aim of a successful inbound marketing campaign for jewelers is to increase reach and drive quality traffic, engagement and conversions using ‘earned’ and ‘owned’ media.

Inbound marketing software provider HubSpot coined the phrase ‘inbound marketing’ back in 2006. HubSpot defines inbound marketing as the process of attracting, converting, closing and delighting customers. Through using various types of content at different stages of the buying cycle. The ‘inbound methodology’ is “the best way to turn strangers into customers and promoters of your business.”

Want to learn more about inbound marketing? Download our 2019 Jewelry Store Marketing Guide!

Inbound Marketing For Jewelers vs Outbound Marketing For Jewelers

The clue to understanding the differences between inbound and outbound marketing is in the name. Inbound marketing focuses on drawing potential customers in. While outbound marketing is about outwardly pushing a business’s offering. And Inbound marketing is about earning attention, while outbound typically involves buying it.

Inbound Marketing For Jewelers: Owned And Earned Media

Owned and earned media are used to engage potential customers in creative ways.

  • Owned media are those channels that a business has control over. For example, your website, blog, brand social media profiles, product landing pages and YouTube channel. You choose what to publish, how to publish it, and when.
  • Earned media is the coverage you earn as a result your hard work. Offline, this includes traditional coverage in newspapers and magazines. Online, it’s things such as coverage on news sites, social media, hashtags, online forums, and online reviews. You have less control over earned media, but it should be a reward for the work you’ve put into your inbound marketing campaign.

Outbound Marketing For Jewelers: Paid Media

On the other hand, outbound marketing is more readily associated with paid media. This could be traditional offline advertising, PPC and display advertising, or paid emails.

Paid media also encompasses social media advertising. For example, Facebook advertising or Twitter promoted posts.

Although typically associated with outbound marketing, it’s worth noting that social media advertising is often an effective way to boost the performance. Advertising on Facebook, for example, allows you to promote your content and campaign to your target audience.

Benefits Of Inbound Marketing For Jewelers

Reach the right audience in the right place

By focusing your inbound marketing strategy on reaching the right audiences in the right places, you can attract your target customers.. This is instead of spending money attracting traffic from people who are unlikely to ever convert.

Increase trust

Inbound marketing is all about giving potential customers the information they are looking for. Even if they don’t know it! But don’t for get to do it in a creative and engaging way. It’s not about pushing unwanted sales at every opportunity. By using inbound marketing as a way to present your brand as a useful and reliable resource. So that they’ll come to you when the time to purchase does arise.

Protect from over-reliance on one channel

By pursuing quality traffic from a variety of sources. Such as, organic search, social media referrals, referrals from other websites. With this, you reduce the reliance on one channel alone, and therefore the associated risk.

Examples Of Inbound Marketing For Jewelers

A great example of inbound marketing for the jewelry industry is to create a piece of content. For example, an engagement ring buyer’s guide! This can provide value to your customer over a set period of time. 

During this period, your customer should be entered into a sequence. You can do this using an email marketing platform. This sequence will have them receive periodic emails and additional pieces of content to further assist them on their buyer’s journey. The goal here is to nurture these potential customers (or “leads”). So that they will eventually become actual customers. While also, positioning your jewelry store as a thought leader in your market.

Inbound Marketing Infographic:

Inbound Marketing For Jewelers

Get in touch with GemFind Digital Solutions today! We can help you with all of your inbound marketing for jewelers needs!