Blogging is a fantastic way to share your thoughts, influence and inform others. If done correctly you can also turn a blog into a business, getting paid to write about things you love isn’t a bad way to make a living!
If you are reading this article then you are planning to start a blog about jewellery but you are not sure where to start? That is where I can help, since building my first WordPress blog in 2015, I have built numerous blog websites, including the one you are reading right now.
I started this website as I want to help others on their journey and avoid some of the costly (in terms of time and money) mistakes that I made. In this article I am going to through the steps you need to take in order to start a successful jewellery blog.
Step 1: Identify Your Niche
You probably already have a good idea of the things you want to blog about. But if you are just thinking about jewellery in general, then it is worth narrowing that down to a specific niche such as:
- Costume Jewellery
- Fashion Jewellery (Pandora, Micheal Kors, Thomas Sabo etc)
- Fine Jewellery
- Luxury Jewellery (Graff, Harry Winston, Cartier etc)
- Mens Jewellery
- Bridal Jewellery
- How to make Jewellery
Those are just a few off the top of my head. The reason why I say to focus on a niche is that to start with, it will be easier to get readers, followers and subscribers in a small niche than it will by trying to cover the whole industry. By being specialised, you will create a more loyal following who trust your judgement and authority in that specific niche.
Take this website for example, I could have easily made it into a site about building general ecommerce, business and blog websites but I would have struggled to gain much traction because there are so many other websites out there doing the same thing. This means ranking the site and building an audience would have been difficult. Instead I focused on helping the jewellery trade because:
- It is a specialised niche so easier to rank for
- Building websites and the jewellery trade are both things I know about
- Everything I write about is something I have experience in which builds trust with my audience
So spend some time identifying what you want to write about, you can always expand into other niches within the industry at a later date.
Step 2: Your Name and Brand
Branding is an important part of any business and your blog is no different. It is a really useful mindset to think of your blog as a business from day 1. When thinking of your blog name, you want to consider a few things:
- Is it easy to remember, you want your visitors to keep coming back to you so having a name that is easy to remember will increase the likely hood of the happening.
- Is the domain name for the name you want available?
- Are the social media accounts available? Ideally you want your domain name and social media accounts to be the same, it just aids continuity. namecheckr.com is a great tool for this.
Another thing you can do that is useful when it comes to branding is to create a logo. You can then use this on social media as well as your website. I always found it easier to start with thinking of a domain name and then checking availability of social media accounts when creating a new name.
Helpful Article: How to Choose the Perfect Domain Name
Step 3: Creating a Website
This is the part that scares people the most but it is much easier to create a website than people think. A lot of people seem to start using free blogs from wordpress.com, wix or squarespace. With the free blogs you will not be using your own domain name, instead you will using a sub-domain of their website, for example if this site would be thehaywoodlife.wordpress.com if it was on a free WordPress blog.
While this may seem like a good way to test the market to see if you can build an audience, it is actually false economy. Because when your site starts gaining traction, moving from a free blog to a proper website will cause you a few headaches. It is much better to start with a proper website and it should cost you no more than £15 a month. There are two options for building websites:
Option 1: ‘Easy’ Web Builders
You have probably seen a few adverts, especially if you watch YouTube regularly of sites such as wix.com saying how quick and easy it is to build a website with them. Don’t be fooled, as with any program or software there is a learning curve and it will take you some time before you really start to understand the software so that you can get the most from your website.
There are some advantages to the types of hosted platforms, they take care of all the technical aspects for you and depending on your plan, you do have access to support. However they aren’t all rosy, you are often limited to how much customisation you can do in terms of design, which can be frustrating if you know how you want your website to look. For me the main disadvantage is that your website is tied to that platform, if you are not happy with the platform or service, you cannot just move the site to another platform. If you want to move, you need to create a complete new website on another platform. This upheaval can cause havoc with your search rankings, which is not something you want happening. That is why I recommend option 2.
Option 2: WordPress
Just to clear up any confusion, there are two types of WordPress:
- wordpress.com is a hosted platform similar to wix and squarespace and I don’t advise using this one
- wordpress.org is for self hosted websites and is the better option
With self hosted WordPress, you find a good web host such as krystal.co.uk and then install the WordPress software. This might sound daunting but I would recommend learning how to do this than investing your time in a platform such as Wix. The reason for this is that you have far more control over your website. With a self hosted WordPress site, you keep the site the same even if you decide to move to a new web host. When it comes to design and functionality there is also much more you can do and it give you opportunities for business expansion in the future. For more information on how to build a WordPress website, please take a look at the article linked to below.
Helpful Article: How to Build a WordPress Website
Step 4: Create Content
That is what blogs are all about, the content you produce. Once your website is built, this is what you want to be focusing on. When writing a blog post, you need to:
- plan out what you are going to write
- do keyword research so that search engines and readers know what it is about
- structure your posts correctly so that it is easy to read and makes sense
Once you have done this a couple of times you will develop a work flow for creating content for your site which makes life easier. Learn as much as you can about how SEO works as this is an important factor when getting your website ranked with search engines.
Once you start getting traffic to your site, you will start to understand the type of content that attracts visitors. You can then use then start refining the kind of content you produce. By doing this you will begin to increase the number of visitors you get.
Step 5: Promote Your Website
Helpful Article: Simple SEO Guide your Online Jewellery Business
I know I talked about getting traffic to your website in Step 4 but it can take time to rank well in search engines. 4-18 months is not an uncommon time period before you start getting organic traffic. The reason why there is such a big time difference is because there are so many factors when it comes to ranking a website.
Things like how competitive your niche is, how much time you spend on your sites SEO and how much content you have all impact on how well and quickly your site will rank.
How do I get visitors before my site gets ranked?
Helpful Article: Social Media Marketing for your Online Jewellery Business
You need to start leveraging the power of social media. If you can build an audience or following on Facebook, Twitter, Instagram, Pinterest or any social media, you can drive this traffic towards your website. In the early days, this will probably be your main source of traffic.
Similar to the way you will refine the content you produce, you will soon start to see where most of your traffic is coming from. For example, this website gets more traffic from Pinterest and Twitter so I put my effort into these when it comes to social media marketing.
Marketing is all about trying new things, seeing what works and then maximising what yields the best results.
There are also other strategy’s you can use. Some of these can also build back links when done correctly will help your site ranking.
- Answer questions on sites such as Reddit or Quora. While this does not generate back links, by answering questions and leaving links to relevant posts you have wrote, you will get traffic.
- Comment on other blog posts. This has to be done correctly or your comment just looks like spam. When posting a comment on another post, you want to add value to that post and add a relevant link to your website. By putting an informative comment, readers of that post will be more inclined to click the link to your website. This can also generates back links to your site.
- Get involved in relevant Facebook groups. Once again don’t be spammy, instead get involved answer questions and help the community. Only when you have a post that is relevant should you post it. Another bonus of this method is that you might end up getting recommended by others in the group.
- Guest blogging. If you produce good content, you can do guest posts on other blogs and in return you will get good quality links to your site. To do this, contact other blog owners and ask them if they would be interested in having you do a post for them.
These methods are still useful even when you start getting organic traffic, especially when you write new content.
Monetise Your Site
I haven’t included this as a step because this is something you want to do once your site starts getting good, consistent traffic. Once you are getting traffic and would like to start making money from your blog, you could consider:
- Affiliate Marketing, where you promote other businesses products or services and earn a commission for any sale you generate. For example, if you have a website about bridal jewellery, you could partner with a jewellery business who makes bridal jewellery.
- Sponsored Posts. This is where a company sponsors you to write a post about their product or service. You get a one off fee for writing the post and will generally include links to the business.
- Your own products. Maybe you want to create your own line of jewellery, if so, you already have an audience who would be interested in buying it.
- Website Ads. Most commonly google adsense. I would avoid this one personally as you don’t have control over who’s ads you are showing. The earning potential is much lower than the others listed.
When it comes to making money from your website, be careful who you partner with. If you partner with companies who have a bad reputation, then this reflects on you. My rule is, don’t partner with or promote anyone who you wouldn’t deal with personally. One or two bad partnerships can quickly undo all the hard work you have put in building your brand.