Canadian Jewellery Businesses Using Clever Tactics to Market Their New E-commerce Websites Amid The COVID-19 Pandemic

While the Canadian government has started lifting COVID-19 restrictions across the country, many people are still afraid to go to public places, and it will take a while for brick and mortar businesses to start receiving the number of customers that they used to get in the pre-COVID days. Like most other businesses, jewellery shops have realized that setting up an e-commerce website is the best way to cope with the new normal and ensure that they stay in business until COVID-19 is dealt with, whether it takes months or years. However, building an online store is the easy part; to get potential customers to visit the website, jewellery businesses must come up with a well-designed marketing plan. 

Providing clear photos of the products 

When it comes to buying jewellery, customers love to give the products a thorough visual inspection before choosing the one that best meets their needs. This does not change when shopping online; businesses have a better chance of making an online sale if they can show the customers exactly what they are buying and what it looks like from all possible angles. As such, businesses must ensure that they provide clear, high-quality photos alongside each product, whether this means hiring a professional photographer or honing their photography skills. 

Social media marketing 

Over the past four months, social media usage has increased by 61 percent over normal usage rates, with people in lockdown looking for ways to pass time and connect with the world. This has made social media marketing a great tool for online businesses to get the word out about their products and services, and the best part is it's totally free. Jewellery businesses can set up accounts on popular social media platforms such as Facebook, Twitter, Instagram and TikTok, where they can share product details and interact with their existing customers. Businesses can also find new customers easily on social media by using hashtags and posting on topics or pages that people interested in buying jewellery are likely to see. For example, posting on a wedding planning Facebook page can attract website visits from people that are interested in buying engagement rings, particularly if this is paired with guidance to help with their ring search. For even better results, businesses can take advantage of paid advertising on social media, where ads are shown to users in their target group, increasing their chances of getting a buyer. 

Search engine optimization (SEO) 

Every website owner wants to appear on top of organic search results, or at least on the first page, when a potential customer searches anything remotely related to what their business is about. SEO aims to achieve just that by making the website seem more friendly and trustworthy to users as well as search engines. There are many SEO tactics businesses can try, including optimizing page speeds, ensuring that the website is mobile-friendly, and creating quality content with well-placed keywords. If SEO seems like too much work or takes too long, businesses can always pay search engines and appear as ads on top of search engine results. However, most people ignore ads and scroll down to organic search results, which is why SEO is vital, even for businesses that pay for ads. 

Establishing an online presence where customers and prospects are spending most of their time is like setting up a booth in a gigantic trade show. When done correctly, some jewellery businesses could even end up abandoning their brick and mortar locations and moving their products and services online after the pandemic is over.