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How To Create A Digital Marketing Strategy?

Embarking on the journey of digital marketing can be daunting, especially for small business owners who are just getting started!

We've just helped a network 'friendy' develop their e-commerce website to help take their business to new heights by expanding their reach, and opening up to the possibilities that Digital Marketing holds for their business.

House Of Scott, launched in 2010, and has since then successfully sold exquisite jewellery designs and pieces to people all over the world.

Their range of products include necklaces, neck pieces, ear-rings, handbags and more.

Scott, the inspiration and designer at the heart of House Of Scott, felt that it was time to grow the business and decided that digital was the route to go - And of course it was! We couldn't agree any more!

And so this led us to developing a nifty little starter e-commerce website to get started.

Now that the website is in place, the next step for House Of Scott is to start marketing themselves. But HOW?

Well, to start off, what's needed to help answer this question, is a digital strategy!

WHY? Well, your digital marketing strategy sets the foundation to your business's online success, and provides a roadmap of the process to develop, build, and grow your business online.

It also establishes your goals, which in turn helps you to gauge whether your efforts are actually working and paying off.

And so with that, and as part of our Digital Marketing content series, we thought that Scott's jewellery brand would be a great example to use!

So! Let's take that dive into how you can create your own digital marketing strategy.

What You Will Learn From 'How To Create A Digital Marketing Strategy'?

  • The detailed steps to create a digital marketing strategy for your brand.

  • Real-life application of these steps.

  • Techniques for defining objectives, understanding audiences, choosing channels, and more.

  • Practical tips and examples to enhance your digital marketing efforts.

Right! Shall we get started then?


The global e-commerce market is projected to grow more than 50 per cent through 2025 to reach over $8 trillion in transaction value, according to a new report released today from financial technology leader FIS.

Step 1: Set Clear Objectives

Define Your Goals

For a burgeoning jewellery brand, setting clear and achievable goals is a critical first step in creating a successful digital marketing strategy.

Objectives like generating brand awareness, expanding audience reach, increasing subscriber count, and boosting sales are paramount.

However, these objectives need to be defined in a way that they are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Let’s break down these objectives with more specific examples, including conversion rates and sales goals:

Increase Website Traffic

Aim to increase website traffic by 30% over the next three months. This is a specific and measurable goal, and by utilising tools like Google Analytics, you can track your progress. This metric directly impacts brand awareness and audience growth.

Grow Social Media Following

Boost Email Subscribers

Improve Conversion Rates

Drive Sales

Each of these goals ties back into the overall objectives of the brand and is measurable, which is crucial for assessing performance.

To gauge the effectiveness of your digital marketing efforts, it’s essential to review these metrics on a monthly basis.

This regular assessment allows you to understand if your strategies are working, what adjustments need to be made, and how close you are to achieving your set objectives.

By analyzing these metrics monthly, you gain valuable insights into the health of your marketing initiatives.

For example, if your website traffic has increased but your conversion rate remains stagnant, you may need to revise your website’s user experience or the messaging of your marketing materials. On the other hand, if you notice a spike in sales following a particular marketing campaign, this could indicate a successful strategy that can be replicated or scaled.

Step 2: Understand Your Target Audience

Audience Segmentation

In the realm of digital marketing, particularly for a jewellery brand, understanding and segmenting your target audience is vital. It's not just about reaching people; it's about reaching the right people.

Let’s delve into additional audience segments and how these can be leveraged in your social media and paid media campaigns.

Jewellery Enthusiasts

This group includes individuals who have a keen interest in jewellery, perhaps collectors or those who appreciate artisan craftsmanship. They might be looking for unique, high-quality pieces that stand out.

Gift Shoppers

Fashion-Forward Individuals

Bridal Market

Luxury Shoppers

Eco-Conscious Consumers

Now that you have an understanding of audience segments, and what these may possibly be for your business, it's time to ideate and create your buyer personas!

Creating Buyer Personas

Creating detailed buyer personas for each of these segments can help in tailoring your marketing strategies effectively. For instance, a persona for the bridal market might be “Sarah, a 28-year-old who values custom designs and personal stories behind the jewellery she chooses for her wedding day.”

Utilizing Segments in Marketing

With these segments defined, you can tailor your social media and paid media campaigns to directly speak to these audiences. For instance:

  • Social Media: On platforms like Instagram or Pinterest, you can create posts that resonate with different segments. Posts about sustainable practices in jewellery making can attract eco-conscious consumers, while showcasing your latest bridal collection can engage the bridal market.

  • Paid Media Campaigns: When setting up paid ads, especially on platforms like Facebook or Google, you can use these segments for precise targeting. For example, target gift shoppers with ads during peak gifting seasons like Christmas or Valentine’s Day.

Optimisation Through Audience Targeting

One critical aspect of digital marketing is the continuous optimisation of your campaigns. If you notice that the audience you are reaching is not converting to sales, revisiting and refining your audience targeting is necessary.

This could mean adjusting your messaging to better resonate with your intended audience or even re-evaluating the platforms you are using to ensure they align with where your target segments are most active.

For instance, if luxury shoppers are a key segment but are not engaging with your current campaigns, consider platforms like LinkedIn for a more professional audience or use more refined targeting options in your Facebook campaigns to reach higher income brackets.

Understanding and segmenting your target audience is a dynamic and ongoing process. It's essential to keep evaluating the effectiveness of your targeting and be ready to adjust your strategies based on performance data.

This approach ensures that your marketing efforts are not only reaching the right audience but are also converting them into loyal customers for your jewellery brand.

Step 3: Select the Right Digital Marketing Channels

Selecting the Right Digital Marketing Channels

For a jewellery brand, especially one that's visually appealing and unique, choosing the right channels for digital marketing is crucial.

The goal is to select platforms that not only showcase your products effectively but also reach your target audience where they are most engaged.

Let’s expand on some of the key channels that can be highly effective for a jewellery brand.

Instagram: This visually-driven platform is ideal for showcasing the beauty and intricacy of jewellery. With features like Instagram Stories, Reels, and Shopping, you can create engaging content and directly link it to your product pages.

Example: Use high-quality images and videos to showcase new collections. Utilize Instagram Stories to offer sneak peeks or behind-the-scenes looks at how your jewellery is made.

Pinterest: As a visual search engine, Pinterest is perfect for reaching people who are looking for style inspiration and ideas. Pins can be linked directly to your product pages, driving traffic to your website.

Example: Create themed boards for different types of jewellery or style guides, ensuring that your Pins are well-categorized and searchable.

Email Marketing: This channel is invaluable for nurturing relationships with your customers and growing your subscriber list. Email marketing can be used for sending out newsletters, exclusive offers, and updates about new collections.

Example: Send out monthly newsletters featuring new arrivals, customer testimonials, and exclusive discounts for subscribers.

Search Engine Optimization (SEO): Optimizing your website for search engines is crucial to increase visibility and drive organic traffic. This involves using the right keywords, optimizing website content, and ensuring a mobile-friendly site.

Example: Conduct keyword research to understand what terms potential customers use when searching for jewellery and incorporate these into your website content.

Pay-Per-Click (PPC) Campaigns: PPC campaigns, especially on platforms like Google Ads, can be effective in driving targeted traffic to your website. This is particularly useful for reaching customers who are ready to buy.

Example: Use Google Ads to target specific keywords related to your jewellery, ensuring your ads appear to potential buyers who are actively searching for products like yours.

Choosing Channels Based on Your Audience

It's important to remember that the choice of channels should be influenced by your audience segmentation.

For example, if your target audience includes a significant number of millennials, Instagram and Pinterest are likely to be more effective.

If your audience is broader, or includes an older demographic, channels like Facebook and email marketing might be more appropriate.

Continuous Optimisation

Just as with audience targeting, the choice of channels should be reviewed and optimized regularly.

If certain channels are not performing as expected, analyze why and adjust your strategy accordingly.

Also, keep an eye on emerging platforms and trends. The digital landscape is always evolving, and being adaptive can give you an edge over competitors.

Step 4: Develop a Content Strategy

Crafting Engaging Content

In digital marketing, content is more than just information; it’s a way to connect with your audience, build trust, and establish your brand’s voice.

For a jewellery brand, a content strategy should focus on creating material that not only showcases your products but also engages, educates, and inspires your audience.

Let’s delve into different types of content and how they can be effectively used.

Beautiful Product Photography: High-quality images are essential in jewellery marketing. They should capture the detail, craftsmanship, and beauty of your pieces.

Example: Create a series of themed photoshoots that showcase your jewellery in various settings, like casual day out, formal events, or weddings, and share these images across your social media and website.

Blog Posts: Your blog can be a valuable tool for driving traffic to your website and improving SEO. Topics could range from fashion trends and style guides to the stories behind your collections.

Example: Write blog posts like “The Ultimate Guide to Accessorising for Every Occasion” or “The Story Behind Our Signature Collection.” Use SEO-friendly keywords to improve search rankings.

Care Tips and Guides: Providing valuable information about jewellery care can help establish your brand as a knowledgeable and trustworthy source.

Example: Create blog posts or videos on topics like “How to Keep Your Jewellery Sparkling” or “The Best Ways to Store Your Jewellery.”

Customer Testimonials and Stories: Sharing customer experiences and stories can be a powerful way to build trust and credibility.

Example: Feature customer reviews and stories in a dedicated section on your website or as part of your social media content.

Seasonal Content: Align your content with seasons, holidays, and events to stay relevant and timely.

Example: Write a blog post titled “5 Must-Have Jewellery Pieces for Your Summer Wardrobe” or create a holiday gift guide.

Educational Content: Share knowledge about different materials, gemstones, or the jewellery-making process. This type of content can position your brand as an expert in the field.

Example: Create an infographic about different types of gemstones and their meanings or a video showing the process of crafting a piece of jewellery.

Tailoring Content to Channels

Each piece of content should be tailored to the platform it’s being shared on.

For instance, Instagram is ideal for visually appealing photos and short videos, while longer form content like blog posts is more suited for your website or LinkedIn.

A well-developed content strategy should be a core component of your digital marketing efforts.

It’s about creating a mix of content that not only showcases your products but also tells your brand’s story, educates your audience, and keeps them engaged and coming back for more.

Regular assessment and adaptation of your content strategy ensure that your marketing remains fresh, relevant, and effective in achieving your business objectives.

Step 5: Implement Your Strategy

Action Plan

Implementing your digital marketing strategy is where your planning and preparation come to life. This phase involves actively managing and executing the tactics you've laid out in your strategy. For a jewellery brand, implementation might include several key activities. Let's explore how to effectively put these into action.

Scheduling Regular Social Media Posts

  • Action: Use social media management tools like Hootsuite or Buffer to schedule posts across platforms like Instagram, Pinterest, and Facebook.

  • Example: Plan a mix of content including product showcases, behind-the-scenes glimpses, customer testimonials, and educational posts. Ensure that the content aligns with your brand voice and audience interests.

Optimizing the Website for SEO

  • Action: Implement on-page SEO tactics such as optimizing title tags, meta descriptions, and content with relevant keywords. Also, ensure your website’s design is mobile-friendly and has fast loading times.

  • Example: Regularly update your website with SEO-optimized blog posts about jewellery trends, care tips, and style guides. Use tools like Google Analytics and Search Console to monitor your website’s performance and make necessary adjustments.

Sending Monthly Newsletters

  • Action: Utilize email marketing platforms like Mailchimp or Constant Contact to create and send newsletters to your subscriber list.

  • Example: Design newsletters that include updates about new collections, exclusive offers for subscribers, and content from your blog. Segment your email list to ensure the content is relevant to different subscriber groups, like new customers, frequent buyers, or those who showed interest but haven’t purchased yet.

Running Paid Advertising Campaigns

  • Action: If your strategy includes PPC campaigns, set these up through Google Ads or social media advertising platforms. Focus on targeting based on your audience segmentation and use compelling visuals and copy.

  • Example: Create ad campaigns targeting specific audience segments, like bridal jewellery ads for engaged couples, or seasonal promotions for holiday gift-giving.

Engaging with Your Audience

  • Action: Regularly interact with your audience on social media. Respond to comments, engage with user-generated content, and participate in relevant conversations.

  • Example: Host a Q&A session on Instagram Stories about jewellery selection or care, encouraging audience interaction and building a community feel.

Consistency is Key

Consistency in both the frequency and quality of your content and interactions is crucial. This helps in building a loyal following and improving your brand’s visibility and credibility.

Set a realistic schedule that you can adhere to and ensure that all your marketing efforts are cohesive and reflect your brand’s message and values.

Regular Review and Adaptation

Implementing your strategy isn’t a set-it-and-forget-it process. Regularly review the performance of your activities.

  • Are your social media posts driving engagement?

  • Is your website attracting more organic traffic?

  • Are your newsletters leading to increased sales?

Use the insights from these reviews to refine and adjust your strategy for better results.

The implementation of your digital marketing strategy is a dynamic process. It requires attention to detail, a commitment to consistency, and a willingness to adapt based on performance and feedback.

By effectively executing your planned activities, you can ensure that your jewellery brand not only reaches but resonates with your target audience, driving growth and success.

Step 6: Measure and Adapt

Analyzing Performance

Measuring and analyzing the performance of your digital marketing activities is a crucial step in ensuring the effectiveness of your strategy.

It's about understanding what works, what doesn't, and making informed decisions to optimize your efforts.

Let's explore how to effectively measure and adapt your strategy for a jewellery brand.

Using Analytics Tools

  • Action: Implement tools like Google Analytics for your website and use built-in analytics features on social media platforms.

  • Example: With Google Analytics, track metrics such as website traffic, user behavior, conversion rates, and the source of your traffic. On social media, monitor engagement rates, follower growth, and the performance of individual posts.

Engagement Rate Analysis

  • Action: Regularly review the engagement on your social media posts. This includes likes, comments, shares, and overall reach.

  • Example: If you notice that Instagram posts featuring customer stories or behind-the-scenes content receive higher engagement, consider producing more of this type of content.

Conversion Tracking

  • Action: Use conversion tracking in Google Analytics to understand how well your website is converting visitors into customers.

  • Example: Identify which pages on your website are most effective at converting visitors and analyze what they have in common. This might be the quality of images, the clarity of product descriptions, or the ease of navigation.

Email Campaign Performance

  • Action: Review the performance of your email campaigns, focusing on open rates, click-through rates, and conversions.

  • Example: If certain types of email content, such as exclusive offers or new collection announcements, have higher open rates, make them a more regular feature of your email strategy.

Continuous Improvement

The digital marketing landscape is dynamic, and so should be your strategy. Continuously improving your approach based on data is key to staying relevant and effective.

Adapting to Trends

  • Action: Stay updated with the latest trends in digital marketing and jewellery fashion. Adapt your content and strategy to align with these trends.

  • Example: If minimalist jewellery becomes a trend, highlight your minimalist pieces in your marketing materials and adjust your SEO strategy to include relevant keywords.

Product Focus Adjustments

  • Action: Based on sales data and website analytics, adjust the focus on specific products or collections.

  • Example: If a particular line of jewellery is performing exceptionally well online, feature it more prominently on your homepage and create specific marketing campaigns around it.

Refining Audience Targeting

  • Action: Continuously refine your audience targeting based on performance data and feedback.

  • Example: If you find that a specific demographic is more engaged or more likely to purchase, adjust your social media ad targeting to focus more on this group.

Testing and Learning

  • Action: Regularly test different aspects of your marketing strategy, from email subject lines to ad creatives.

  • Example: Run A/B tests on your email campaigns to see which designs or calls-to-action yield better results.

Measuring and adapting your strategy is an ongoing process that requires attention to detail and a willingness to change course when necessary.

By regularly analyzing your performance and being open to continuous improvement, you can ensure that your digital marketing efforts are as effective as possible, helping your jewellery brand to thrive in a competitive online landscape.

In Summary

  • Setting clear, realistic goals is vital for a successful digital marketing strategy.

  • Understanding your audience allows for more targeted and effective marketing.

  • Choosing the right digital channels is crucial for reaching your target audience.

  • A thoughtful content strategy can engage and convert your audience.

  • Budgeting should be aligned with your marketing goals and resources.

  • Regularly measure your strategy's performance and be ready to adapt for better results.

Righty! I hope that this article provides you with motivation and enough information to at least get your mind working in the right direction.

Take a moment, grab a pen and paper, and write down the ideas that came to mind while reading the post. Revisit some of the points that you thought were most useful to you, and then get to work on fleshing out your own strategy.

You can do it!

Alternatively get in touch with us and we can work with you in developing your digital marketing strategy!

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