I’ve been reviewing the world diamond situation, as well my own challenges, and came to the realization, that sometimes you can do everything right, and things still go wrong. And there’s an answer for this situation. The World Diamond Market It’s weak. Very weak. But I believe that the industry as a whole is doing
A special thanks to Kevin’s Fine Jewelers for sending this months featured ring!
There has been no improvement in the sentiment of the industry’s mid-stream. There is little to no profitability in rough manufacturing, and polished prices continue to be under pressure in a number of ranges.
by Charles Pobee-Mensah, Director of Digital Marketing at Fruchtman Marketing
Every jeweler goes through a phase when they’re obsessed with Google. It dawns on them that everyone uses Google for everything. But they have to dig to find their own site after trying a search. A blog isn’t just a way to address this. It’s a certified marketing machine.
Earlier this month, Google wrote a blog post that included tips about how to rank well. They used the word “content” 45 times. A typical jewelry website has a page for each type of jewelry sold and maybe a few more pages covering related topics like diamond education. You might have one or two dozen pages that probably don’t have all that much text on them. Contrast that with a blog, that easily racks up 52 pages just by posting once a week for a year. That’s two to four times as much content as what most jewelry sites rely on year after year.
Blogs are powerful marketing machines for SEO. They give Google lots of new content on a variety of topics. A single blog post on a jeweler’s site probably won’t rank for general terms with lots of search like “engagement rings”. It can rank, however, for a bunch of specific terms with less search like “best places to propose in [name your city]”. We’ve seen a jeweler get good traffic from a blog post on that topic. This is an easier way to introduce your brand to the exact same customer.
Jewelry store blogs have the ability to cover lots of different topics; topics that a future customer might search for during different stages along their path to buying. This way you’re introducing your store and brand to future customers earlier in the process. By the time they’re ready to buy, they already know who you are and have found your website helpful.
Having lots of great content regularly posted on your site is a dream scenario for marketing. Every blog post that goes up is a new opportunity to talk to your customers. You can share the new post on social media and send an email to your list too. With regular blogging, you’ll find that some of the same customers will come back week after week to see what’s new in the blog. This is a fantastic way to stay top of mind and encourage sales.
This month’s selection is the FirePrincess 3.12 H VVS2.
A special thank you to J. Brooks Jewelers for sending this month’s choice!
This month’s featured diamond is part of our Forevermark Black Label Round Collection. We are currently the #1 supplier of Black Label rounds over 1 carat. Contact us to order now. Your browser doesn’t support iframes
The mood in mid-stream has continued to deteriorate over the last couple of weeks despite a significant tightening of rough supply and a recent adjustment in rough prices. Two trade shows – in Las Vegas and Hong Kong – could have changed the atmosphere had they been positive. Ultimately, the former was only moderate and
Not before September. And if the mining companies keep pushing rough onto the market, it may take a lot longer. The only way to stabilization is to have new rough come to the market through an eye dropper, or not at all, allowing cutters to unload existing stock without the pressure of buying lots of
by Charles Pobee-Mensah, Director of Digital Marketing at Fruchtman Marketing As a marketing agency, we get more than our fair share of suggestions from clients. But some ideas are distractions. Our clients rely on us to sort the wheat from the chaff. And that’s what we’re going to do for you today as well. Don’t
