The importance for visual marketing is even bigger than the importance for the quality of your content. If you are planning to cut through the clutter, you need to think how to strategically plan to use your visual content to drive some desired results - get visitors to your website or to a particular page on your website (your new collection, for example), get people to subscribe to your blog, get followers to interact with you on your social media channels (your Facebook page or on your Instagram profile, for example), get people to buy your art, make more sales.
Here are 5 elements required to drive action through visual content:
1. Data that is reputable and recent:
Creating fresh, shareable content is the key.
"Business blogs are the most cost effective way to boost your organic traffic," says Lisa Chu, owner, Black N Bianco Children's Formal Wear. "Google loves original and valuable content. By [creating] informative articles, not only will Google reward your site, but people will organically start sharing your blog posts. [Just] remember: Write for your target audience not for Google."
"Create interesting videos [and graphics with your target audience in mind] and share them across all of your social media profiles," suggests Hannah Diamond, marketing coordinator, UrbanGirl Office Supply. "Offer something fresh and unique [that speaks] to your company," without it coming across as an ad.
You as a jewelry artist may also want to check out and follow some of the most influential jewelry blogs: TOP 12 JEWELRY BLOGS.
And you may ask: "Why should I follow these people?" Well, imagine that one of these influencers promote jewelry style similar to what you create. It is a good idea to contact the blog owner and see if they can write an article or promote jewelry by some creative way. You never know. As a friend of mine says: "If you do not ask, you will not know (will they help you or not). One way to approach influencers and well known bloggers in the jewelry industry is to send them some samples of your jewelry. Most bloggers will be happy to take your free sample and review it on their blog. Once their review (blog) goes up, they will provide a link directly to your site. That link will drive traffic to your site.
Here is a great example by Astley Clarke about how you can spread the word promoting the lovely gem bracelets they design - Blog: "Friendship Bracelets Through The Ages":
2. A compelling story:
Does your new jewelry have a story to tell? What made you create this new collection? What inspired you to create your new collection? What have you written on your "About" page?
On the Internet, the “About” page is one of the most important elements of any website. It is one of the top 5 pages that people visit on your website. It’s where people go to locate themselves in your story and to decide if there’s something of relevance for them on your website. This is core to building a brand. And since you’re probably the creative genius behind your artistic creations, your About section needs to capture your personal story with flair. Here is some bullets to help you write a compelling story about you and your jewelry:
3. A clever message:
What is your message for the rest of the world? Here is my message:
"I help jewelry artists to double and triple their sales by targeted online marketing."
Here is a little trick. Open Google and search for some of your competitors. Scroll down the paid ads and the images. What is the text you see beneath their website link?
4. Beautiful images:
Be sure to have colorful, eye-catching and on focus images.
Include your logo or website on each image you post.
Name each image so it is connected with your brand and collection. For example, most of the images on my pages contain the name of my brand - BBK Consultants.
See if your website platform will allow you to include relevant keywords, alt text the image.
There are plenty of online and in person course that teach you how to take the right photography of your jewelry. There is a lot of science behind each jewelry image that you see on the magazines (light angle, white balance, dept of field and focus, avoiding shadows and reflections on the jewelry - especially for shiny metal jewelry, positioning the jewelry - props vs no props, giving extra sparkle to your jewelry - for the ones who work with diamonds, precious, semi-precious stones and Swarovski crystals).
Rather than that I would like to talk about your vision of how you want your jewelry to look on an image. When I first started to photograph my jewelry for my own website, I went through a very extensive research in order to figure out what exactly style of photography I like for my jewelry. I went crazy over Pinterest. Through the years I've created many Boards that I used for inspiration any time I needed to photograph different types of jewelry or any other art.
Other source of image hunting can be Google. For example, search for "jewelry ads". I like to use the Image option of the navigation bar right beneath the phrase you search for. Click IMAGES and you will see an "army" of different styles of jewelry images. Pick one and stick with it.
What I also found very inspiring not only for image hunting but for designing new collections, is jewelry ads in magazines. For many years, I would collect magazines (there are some free in the airports, just in case you didnt know about it) just for the purpose to rip off pages that contain jewelry ads that I love and admire. This can give you an idea how you want to photograph your jewelry when it comes to advertising your new collection or an event.
The more times people see your jewelry, the more inclined they are to remember you and buy from you when they have an occasion or just because they want to have a piece of your collection. Get your art and your name publicly on as many occasions as possible. People love to share beautiful images on their Facebook wall and Pinterest boards.
If possible, get your jewelry pictured or featured on websites different than yours. See if there are other jewelry artists you can share and promote each other's arts. Or you can simply find a way to collaborate with others in industries such as; fashion, entertainment (Red carpet events), political galas and other events that have media exposure. Caterina Jewelry company, for example, introduced their new collection during the Hollywood Weekly Pre-Grammy Awards Gift Suite in collaboration with the multi-talented performer Shevyn Roberts. See it on the news.
I am curious to know what methods and practices you use for making your jewelry business more visible. Feel free to share your experience below.