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2-6 February 2020

COVID-19 Advice Series from Retail Jeweller: Six ways to increase your online presence

13 May 2020

This content is produced by Retail Jeweller who partner with JWF. Visit Retail Jeweller here for more on their COVID-19 Advice Series: https://www.retail-jeweller.com/ 

Amad Tababa, digital director at Midlands brand agency Champions (UK) plc, shares six ways to increase your online presence during the crisis.

‘Covid-19 continues to cause disruption and businesses across all sectors are facing adversity. As high street shopping is currently on hold, it’s now more important than ever for brands to increase their online presence.

Many jewellers rely on their customers enjoying an in-store experience, giving them a valuable touchpoint. But with that physical connection now impossible, retailers urgently need to consider how to use their online activity in order to retain and attract business.

Produce engaging content

Creating high-quality, informative and engaging content is a great way to build brand awareness. As sales are difficult for everyone at the moment, there’s an opportunity to focus on building your brand instead.

If you're expecting a dip in sales, consider reallocating resources into making content for your own website or social channels that can be used to increase audience engagement. While people have more time to sit and interact, now is the ideal time to let your creativity flow with some fun and light-hearted content.

Outreach and guest post opportunities are also great ways to use content to reach wider audiences, raising your profile and creating brand awareness.

Consider on-going optimisation (SEO)

Now is the perfect time to review how well your website performs organically and to start making those all-important steps to get your ranking to the top for when things do eventually go back to normal.

Take the time to fix any technical issues on the website, optimise your product and category pages, ensure your schema is set up correctly, improve site speed and create lots of high quality and evergreen content. Focus on the keywords which are always well-searched and do a thorough audit of your blogs to cut off underperforming pages.

Persistent PPC Marketing

If increasing online sales is your objective, pay-per-click advertising can help you generate a quick spike in transactions. Although PPC can be expensive, at a time where many companies are closed or cutting expenditure, it is common for there to be a drop in the cost per click. Additionally, if your competitors are quiet at the moment for these reasons, it’s a great time for you to be vocal and seen.

There are also ways to strategically use your budget to maximise conversions and return on investment.

For example, retarget ads to show to people who have engaged with your product - this can ensure you remain prominent in the minds of these consumers.

People will still want to buy gifts, even if they can no longer get to the shops, so explore how you can offer a safe and secure delivery service. Many consumers are also expecting companies to be having sales or promotional offers so are more open to the idea of purchasing something new or more considered.

PPC advertising can also be used to boost content – if you invest time in creating some really insightful, data-led content, you should amplify it and get it out there as a brand awareness exercise.

Recently, we've seen an increase in people using brand-related searches or quite broad terms. This is good for companies who sell branded products as it gives you an opportunity to leverage this and run a branded ad campaign across Google Shopping, Display and social channels.

Businesses should also explore running Google Shopping campaigns to capture customers that are at the start of the funnel using those much broader search terms as this can expose your brand to new potential customers and they will have no loyalty to existing companies so can be persuaded to buy on factors such as delivery time, stock levels and cost.

Use email marketing methods

Email marketing is a great way to reach consumers who are already involved with your brand. Consumers are feeling just as uncertain as businesses in the current climate, so emails can communicate important updates as well as reminders that you are still taking online orders.

Exclusive offers, coupon codes and abandoned cart reminders can also be sent straight to inboxes and used to encourage online sales. However, with so many emails flying around at the moment, ensure yours offers something unique and meaningful to improve your open rate and prevent your emails from being seen as spam.

Effective and appropriate calls to action

If you decide to refocus efforts on the above, ensure you use effective and appropriate calls to action across all your platforms. It's great to be pushing out blogs and emails but there must be a clear purpose for them. Whether you want to drive people to your website, complete a sale or sign them up to your mailing list, include a call to action that makes it as easy as possible for your audience to complete the action you want them to.

Strengthen your social media presence

Consumers undoubtedly have more time on their hands, much of which will be spent scrolling through social media. Therefore, now is a great time to invest in your social media content, utilising features such as stories and live videos to boost engagement and raise brand awareness.

Not only should you be promoting your own products, but try to post relatable and useful content which consumers can really engage with. If you’re stuck for ideas, there are plenty of challenges, trends and hashtags to get involved in.

These are no doubt challenging times for us all. However, it’s important to focus on the things we can control and to consider the opportunities we have in front of us, rather than getting lost amid all the adversity and panic. We hope these tips can help to see you through this uncertain period and help you plan ahead for future times.’

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