weddingcoupleThe Millennial Buying Experience

“Improve your online marketing with a Total Online Presence Audit”

If you own a jewelry store or small business, then the following content will be very helpful to your business.

I recently attending the RJO Tradeshow in Minneapolis, Mn. It was well-attended, full of educational content and the tradeshow floor was loaded with exquisite jewelry.

The best breakout session I attended was one presented by Nikki Spangler from The Knot.

The title of the session was “The Millennial Buying Experience”.

This piqued my curiosity as I help manage the online marketing for a 116-year-old independently owned family jewelry store.

Millennials are their ideal client for buying their engagement and wedding rings. I knew this session would be very important in furthering the store’s legacy and revenue.

The Knot says the following 5 tips will help your store connect with more of today’s couples. I agree.

  1. Do an online audit (your website must be 100% mobile and fast) the average time spent ring shopping is 3.5 months.
  2. Change your pronouns (them not him) 70% were involved in shopping for the ring together.
  3. Share your couples’ proposal stories and use #theknotrings. 79% shared their engagement ring on social within 3 days.
  4. Infuse keywords and popular styles into your website and in social. Oval shapes are on the rise, but 52% of couples still choose a round stone.
  5. Think customization at every turn! 45% had their ring customized and bought at a local independent jeweler.

Millennials, like Baby Boomers, Gen X’ers, etc., demand and expect a business to have a strong online presence. If you don’t they won’t be able to find your business when they are looking for your type of products and services from their mobile device. Yes, mobile devices have overtaken laptop computers as the preferred choice of people browsing and shopping online.

Be seen online and you will get their attention. Get their attention and you have a great opportunity to get them to visit or call your store, with the ultimate goal of them buying your product and/or service.

At the core of a business’ online presence is their website.

Your website is the online hub for your business and where your prospects will ideally land from your social media posts, online properties, paid advertising, SEO, and basically, all forms of marketing.

Like a phone number and getting calls to your business, your website is for clicks and orders and IS lifeblood for your business.

Your website educates, has great images, videos, tells your business story and captures testimonials and social proof of people that love doing business with you. Your website leads its visitors down the customer journey path and helps convert prospects into buyers, leading to more revenue for your business.

The Knot’s #1 item on their “5 tips to connect with more of today’s couples” is this:

Do an online audit (Your website must be 100% mobile and fast).


We wholeheartedly agree and want to help you better understand the “why” of this critical item.

Like many business owners/marketers you may be wondering why your prospects don’t find you on Google? Why your website doesn’t generate traffic and leads like you thought it would? Why your competitors seem to show up for coveted keywords?

With an online audit and the subsequent plan of action, you’ll have a complete picture of your current online presence and a roadmap to help you do the things you need to do to dominate your market.

Online marketing isn’t that complex, but it isn’t simple either.

There are multiple parts to an effective online audit. They include:

  1. Complete review of your website
  2. Analysis of your current SEO
  3. Current keyword ranking data
  4. Analysis of your content effectiveness
  5. Social media presence
  6. Competitive landscape

But don’t stop there, your audit should also include an action plan of recommendations for improved:

  1. Website structure and conversion
  2. On page and off page SEO
  3. Local SEO and reputation management
  4. Keyword rich editorial plan
  5. Social media marketing

So, there you have it. If you want to connect with more Millennial buyers and reach a deeper, more meaningful connection with them, you must increase your online exposure.

It all starts with a Total Online Presence Audit. You can do it yourself (the steps are laid out above) or you can hire a consultant or certified agency to do this for you.  Someone with knowledge in the jewelry industry would be ideal.

If you would like us to perform a Total Online Presence Audit for your jewelry store, order your audit at