Tie, socks, cards, tools, and gadgets—if we’re in Family Feud and Steve asks for the top five Father’s Day gifts during the past decade, I have no doubts that one of these (or maybe all of them) is going to be on the list.
This 2021, it’s time to break the norm! Here’s how you can introduce men’s jewelry as quirky yet memorable gifts for Pop’s special day.
Design Facebook Ads to Target Women
Yes, you’ve read that right.
Research suggests that women put more effort into choosing the best gifts for dads than their male counterparts. (No offense to the sons out there)
On this note, it is but strategical to start your Father’s Day campaign with Facebook Ads that target women subtly. Again, the key here is being subtle in your ads. Do not blatantly tell the target market to buy men’s jewelry from your shop. Instead, show them why they should buy their Father’s Day present from your jewelry store.
Once you’ve finally decided what kind of advertisements to post, find out where women usually hang out on Facebook. It’s high time you convince the daughters to consider men’s jewelry as an excellent and thoughtful gift on Dad’s Day.
Well, you could only guess where the doting daughters are online. Good thing, Facebook Ad Manager tool is there to help. This tool spares you from doing comprehensive research by reviewing user’s search activities in its analytics.
With just some clicks on its dashboard, you may now be able to select your audience and make your jewelry ads visible.
Update on Social Media Accounts Regularly
While your Facebook Ads campaign is ongoing, keep posting about men’s jewelry on your social media accounts to raise awareness about your business.
Plan and schedule your updates accordingly. As a rule of thumb, post no less than two times per week to gain more followers on social media. Remember, you can never go wrong with consistency.
Meanwhile, if you were one of those entrepreneurs who wished all your social media accounts are found in one place or dashboard, then worry not. Hootsuite is there for you.
Take advantage of the available online applications as you see fit to save on time, resources, and of course, costs. You’ll be amazed at how these tools can put your Father’s Day campaign in order.
Sprinkle Keywords on Your Father’s Day Buying Guides (with Love)
Prepare a Father’s Day gift buying guide to help customers choose the best jewelry they could give to the father figures in their lives. Don’t forget to use the appropriate number of keywords when doing so.
You may also use location-based keywords to attract nearby clients to your jewelry store.
If you’re unsure which keywords rank well on Google, you may seek the opinion of a Search Engine Optimization (SEO) expert. But, for best results, always target organic Father’s Day keywords or those searches that are typically done only for the occasion.
For instance, if you’re buying a gift for your own dad, you might end up searching for “gifts for Father’s Day”. In that case, as a jewelry retailer, your job is to predict similar search activities and select keywords you think will rank high on Father’s Day season.
Optimize Content for Google My Business
Aside from social media platforms, Google my Business (GMB) is also a great way to promote your Father’s Day jewelry campaign to Google users.
After all, unless you’re living under a rock, who doesn’t use Google nowadays?
With that, your goal should be to land on Google’s search results. (Not just anywhere on Google results, but on the first page!)
Secure a spot on the Google map pack as well. The google map pack is the box containing the top three local jewelry stores on the search results, and being listed on that box is your insurance to better sales.
One you have already claimed and verified your GMB account, post something about men’s jewelry on your Google My Business page at least twice a week prior to Father’s day.
PRO-TIP: Be consistent with your posts’ regularity, just like how you do it with your social media accounts.
Get Ready for a Father’s Day Email News Blast
Some customers do not use social media platforms as much. In this case, try building a rapport with them by including them on a Father’s Day email list.
While it’s tempting to buy a ready-made email list and just hit send, do not do that. Such practice may cause more harm than good to your jewelry store. Instead, build your email list ahead of time by setting up your website’s landing page or utilizing some email list marketing hacks.
Don’t forget to send clients at least three to five emails regarding your campaign weeks before Father’s day. This way, your patrons will never forget your jewelry shop on Dad’s Day.
BONUS TIP: Consider Direct Mail Marketing
What’s the best thing about online shopping? It’s coming home and surprising yourself with a package waiting for you.
Direct mail marketing or sending physical mails creates the same impression.
For your Father’s Day campaign, surprise patrons with a list of men’s jewelry curated just for dads delivered straight to their mailboxes. Include an unforgettable postcard or note that will evokes nostalgia in time for the big event.
They say men are the hardest to please when it comes to gifts. That’s because we keep choosing stereotypes. Show your patrons that jewelry pieces can also be unique alternatives to the usual presents we give, not just for dads but men in general.
Who knows, this 2021 Father’s Day campaign might be the springboard to selling more jewelry on the upcoming wedding and graduation seasons?
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