EM360 Digital Blog

27 Oct 2016
Image of two woman wearing jewelry on the beach. Marketing ideas for jewelry stores concept.

Social Media and Marketing Strategies for Your Jewelry Store

Get­ting start­ed as a jew­el­ry brand is won­der­ful­ly excit­ing! Jew­el­ry store mar­ket­ing options are end­less and col­ored well with char­ac­ter. One thing you must com­mit to from the begin­ning is defin­ing your brand and remain­ing loy­al to this iden­ti­ty through­out all of your mar­ket­ing endeav­ors.

Let’s take a look at the top tips for all small jew­el­ry busi­ness­es to ensure the most suc­cess for your brand.

  • Iden­ti­ty. Defin­ing your brand is pos­si­bly the most impor­tant task you will take on in the start­up of your busi­ness. Find your niche. Don’t go after every­one who has ever browsed a glass case with dia­monds on the inside. What do you offer and to whom does it speak? Is it turquoise that a 1960s junkie wants to remind them of the decade’s spir­it­ed aes­thet­ic? Or clean sil­ver lines that speak to the mod­ern min­i­mal­ist? Brand­ing is a sci­ence. Com­pile what you sell and who buys it, and build the sto­ry around these start­ing points.
  • Be Social. Social media in Detroit has a nature of its own. If there’s one thing we’ve learned about our city, it’s our need to con­nect and to share. Remain active on your social pages- this means Insta­gram, Snapchat, Pin­ter­est and Face­book at least. Iden­ti­fy where your cus­tomers like to chat the most, and start up the con­ver­sa­tion there.
  • Cus­tomer-focused. Include cus­tomer con­tent when­ev­er pos­si­ble. This might look like post­ing one of their pho­tos on your feed or fea­tur­ing a loy­al con­sumer in a blog post. Post­ing real pho­tos of real con­sumers in is an awe­some way to keep your mar­ket­ing authen­tic, too.
  • Cre­ate a mem­o­rable hash­tag. Hash­tag­ging has pret­ty much rede­fined com­mu­ni­ca­tion, link­ing everyone’s pho­tos and mes­sages to one anoth­er with just a string of let­ters. Craft a tag that embod­ies your brand vibe, but that is catchy enough for con­sumers to remem­ber and to want to use in their pho­tos.
  • Gath­er influ­encers. Social media influ­encers are your best friend. Browse oth­er brands’ influ­encers, and see if you can part­ner with them, their friends, their fol­low­ers or with the peo­ple whom they engage with the most. Per­haps you have a few fol­low­ers who are the most loy­al to your brand – com­ment­ing on and lik­ing every­thing you put up. Ask them to sup­port you and be an ambas­sador; they already love you!
  • Keep it fresh. Refresh your social media pages at least once a month. Cus­tomers appre­ci­ate see­ing new designs and what you’re up to behind the scenes (espe­cial­ly in the off-sea­son if you have one).
  • Stay rel­e­vant. Even though ongo­ings of the world in the news do not always direct­ly influ­ence your brand, it’s impor­tant to stay rel­e­vant in the con­ver­sa­tion. Curate a feed that makes it easy for you to receive dai­ly news. Choose when a sto­ry is inter­est­ing enough to share with your fol­low­ers. They’ll appre­ci­ate you stay­ing up to date and respect you for shar­ing con­tent that is reflec­tive of your brand’s inter­ests.
  • Con­sid­er pay­ing. Adver­tis­ing on Pin­ter­est is espe­cial­ly reward­ing for jew­el­ry brands. The audi­ence is vir­tu­al­ly built in for you, mak­ing the adver­tis­ing con­tent seam­less. If you are con­sid­er­ing Face­book, it is imper­a­tive that you selec­tive­ly hone in on a Face­book tar­get audi­ence. This will gen­er­ate the newest fol­low­ers, and in turn, give you the most bang for your buck. An Insta­gram adver­tis­ing cam­paign is anoth­er valu­able invest­ment. You will con­nect with oth­er, like-mind­ed brands, find new ambas­sadors and a ton of new brand enthu­si­asts and loy­al­ists.

If you want to hire a social media ser­vice to sup­ple­ment your jew­el­ry mar­ket­ing, get in touch with the team at EM360. We spe­cial­ize in bring­ing small busi­ness­es up to the big leagues and would love to help you get on your feet in this social-cen­tric mar­ket­ing age. 

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