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Do you want to start a jewelry blog for your business but don’t know how to start?
Make your downtime count by business blogging!
A jewelry blog is another marketing tactic that works to make your jewelry business gain an increased online visibility and brand awareness. More than these, it also connects you with your existing and potential customers as blogs not only facilitate buyer education but more so invite feedback, comments, and constructive criticisms. This form of customer feedback strategy, when studied and implemented thoroughly, could be your business’s holy grail. With consistency, it will improve your brand quality and increase your online traffic and potentially, foot traffic. Truly, a game changer!
According to OptinMonster, a lead generation software company, blogs are the fifth most trustworthy source for gathering online information; hence, it’s not surprising that 409 million people view over 20 billion blog pages every month. Imagine the amount of traffic that you could convert into quality leads!
Now, not all jewelers are online wizards, especially small-business owners who have gone into the jewelry business out of their love for handcrafting. If you’re one of those jewelers who have thought of creating a jewelry blog for your business or one of those artisans with passion but with blogging apprehension, stick with us and we’ll tell you how you can jumpstart your business blog.
Create Your Jewelry Blog in 4 Easy Steps!
1. The set-up process
The first step to setting up the jewelry blog could be the most confusing for jewelers who are not very familiar with this terrain. You will encounter terms that you probably have never heard before or have heard already but you’re not really sure what they mean. Terms like self-hosted platforms, domains, and hosting, among many others could magnify confusion leading to an overwhelmed jeweler.
Don’t let your apprehension stop you. Once you get over these sub-steps, you’re done with the most confusing part of the job. Let’s break them down into more manageable pieces.
- Choose a blogging platform
Your first task is to choose a blogging platform where you would want to publish your content/posts. It oversees formatting – texts, images, and videos. There are many blogging platforms to choose from such as Blogger, Medium, Jekyll, Typepad, and of course, WordPress. Each platform has its strengths and weaknesses.
For example, while Blogger is free and easy-to-use, as your jewelry blog grows, you’ll find that it would be difficult to transition to other platforms. On the other hand, WordPress is commonly used by businesses because of the expert support it provides to its users. It is also easy to use and has powerful options that would allow you to tinker with your blog as you grow.
WordPress has a free tier option; however, we don’t recommend it for commercial blogs.
- Free vs self-hosted blogging platform
As a jeweler turning to blogging to grow your business, it’s important to choose one above the other. Fundamentally, the difference lies on where your blog is hosted. Blog hosting tells where your files are stored.
Take a look at the ways they differ from one another
|All your files and other blog data are stored on the servers of your blogging platform.||All your files and other blog data are stored on the external servers of your choice.|
|Some of the free-hosted blogging platforms are Blogger, WordPress.com, and Medium.||WordPress.org|
|Your URL uses the subdomain of your blogging platform.|
For example: www.picupmedia.wordpress.com
|Your URL is your own domain|
For example: www.picupmedia.com
|Since it is free, you simply just have to sign up, select your preferred layout and theme, choose your domain name, and you’re all set.||Here, you have to purchase a domain name from a domain registration service, sign up on your chosen blogging platform, and install it on your web hosting account. Server setup is required.|
|Less control over advertising and monetization||Full control|
|No security maintenance and updates required.||Security maintenance and updates required.|
|Very limited access to features and customization options.||Full access to customization options and features.|
Judging from the information above, you can say that a self-hosted blog requires more work and additional costs to your business; however, these are nothing compared to the advantage of having full control over your files and your blog as a whole; thereby, making it more appropriate for commercial use.
- Pick a domain name
Picking a domain name should be easy for you since you already have your business name. In the event that it’s already taken as a domain, choose a name that aligns with your branding.
Your domain name is your unique online address. Online users who know your domain name can find you online by directly typing it in the address bar of their browser. They can also find you through search engines like Bing and Google. Either way, if you already have an established brand, the best way for you to go is to choose a branding domain, so they can easily identify your business on the internet. It’s SEO friendly!
A good domain name should be short, easy to understand and remember, and brandable. If you decide on a domain name other than your business name, make sure it still aligns with your brand or business. For example, if it’s about jewelry, your domain name should reflect that or relate to that, for example, Pandora’s blog, theartofpandora.
2. Generate jewelry blog post ideas and start writing your first post
Now that you’re all set, it’s time to generate jewelry blog topics that you will write about now and in the future. While this is less confusing than the first step, you’ll realize that it can be challenging to come up with a consistent weekly content without a list of ideas you plan to take on.
Brainstorming blog ideas with your team could be time-consuming if you don’t come up with a list in advance. If at one point, you find yourself short of ideas, you can try different brainstorming ideas like reading a book about jewelry, asking people you know in parallel industry, using Google’s suggested queries, reading the latest about the industry, or simply lurking in industry-related online communities to look for ideas and inspiration.
Other times, you don’t need to look for external inspiration. For example, you can use your blog to write about your brand story, the jewelry events you previously attended, or your best -selling piece. Re-introduce yourself as a brand using your jewelry blog, only this time deeper and more meaningful.
Finally, there’s no rule as to how often you should blog as it depends on what you deemed best for your business and customers. However, HubSpot reported that small businesses have found success in posting one to four times weekly while other large businesses post on a daily basis.
Whichever frequency you found comfortable, aim for quality over quantity as high quantity without quality could hurt your site ranking.
3. Create a content calendar
Remember that consistency is the key to persuasion and a consistent blog update spells your dedication not only to creating content but importantly to delivering intangible value to your existing and potential customers. A content calendar coupled with automation can help you become consistent , especially on busy days. It will keep your content production organized and yourself or your team accountable to deadlines.
When creating a content calendar, be conscious of special events. For example, if you’re launching a new jewelry collection in a month’s time, block those dates and dedicate it to promotional content. Additionally, be familiar with all the holidays of the year and align your calendar and content strategy with them, so you can maximize the sales opportunities.
Lastly, an effective content calendar composes of the following elements:
- Due dates
- Publish dates
- The title of each blog post
- Your target keyword/s
- The status of each post, whether it is still “in progress”, “for approval”, or “published”.
Key Dates Every Jeweler Should Know for 2020
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4. Optimize your blog and promote it
Once you have built a healthy writing routine and ensured compliance with your content calendar, there is one thing left for you to do – OPTIMIZATION! After all, you don’t want all your efforts in building and maintaining a blog go to waste.
To optimize your blog for search engine optimization, watch out for the following:
- Focus on long-tail keywords that align with the intent of your potential readers. Long-tail keywords are three to four keyword phrases that match the intent of your target niche. For example, “jewelry trends 2020”.
When a reader searches for articles using that key phrase, Google will show him/her all search results containing the said key phrase. If you ranked on the first page of Google, it means you’re highly visible, which could mean more traffic to your page.
To optimize your blog for search engine optimization, watch out for the following:
- Don’t forget to include your keywords in your post but do not overstuff to the point that it diminishes the quality of your content.
- Ensure that your blog is mobile responsive so that when the reader opens your page from his/her mobile, the experience will still be good.
- Focus on creating evergreen content than seasonal ones because the former has a long-lasting value while the relevancy of the latter expires after a certain period of time.
- Use internal and external links in your posts
- Consistently update your old content
- Remember to optimize your meta-description and use all 160 characters if possible. Avoid writing long meta-descriptions as Google truncates snippets to allowable length only.
- When using images in your posts, don’t forget to add alt-text containing your targeted keywords.
- Always add Call-to-Actions (CTAs)
SEO is complicated for most people, especially that it keeps changing rapidly so you always have to be up to date with the latest. If you wish to learn more about SEO, feel free to check Google’s SEO Starter Guide.
Lastly, don’t forget to promote your jewelry blog, especially every time you have a new post. You can promote your blog via email or through your social media pages. Further, you can use social media automation tools, like HubSpot, to automate your social media postings and shareable content as this task could be time-consuming as you would find out eventually. Finally, allow your customers and readers to subscribe to your blog so you can build a list of your readers, which could help you in your lead generation strategy.
Just do it!
Forget about your apprehension, just do it! Everyone has to start somewhere. In your case, you just have to build a habit of writing, publishing, and sharing.
If you’re still unsure how blogging can help your brand, read these five powerful benefits of blogging for your jewelry business.