Posted: Wed 27th Sep 2023
When I’m working with clients, the questions that crop up time and again are – what to do, what to say, and how to promote themselves on social media.
This is a new era of marketing that we simply didn't have to navigate just a short time ago, about five years ago. Back then, marketing your brand and increasing brand visibility involved strategies like exhibiting at trade shows, advertising in the media, placing signage in stores, and, for larger brands, exploring sponsorship opportunities.
However, in 2023, we have these traditional tools at our disposal, along with the bonus of being able to directly engage with our customers through social media platforms such as Instagram, Pinterest and TikTok.
So, what are the specific benefits of this added layer of marketing for our jewellery brands? How does it offer added value in terms of time to create versus brand visibility, customer engagement, and overall business growth?
In 2023, the way people shop has changed. A potential customer may see your product in a store, or in Vogue, or a wholesale client may come across an article about your brand in Retail Jeweller. One of the first things they will do is check out your profile on Instagram.
Having a strong presence on social media has become essential for a true direct-to-consumer brand. There is no option to get away from being on social media, and it can be your greatest tool in showcasing the value of your brand.
Customers will look at your images to see if they align with the brands they aspire to buy from. They want to see who wears your product, how your jewellery is made, and the story behind it.
This information helps customers make informed decisions about purchasing from your brand, making social media an integral part of your overall marketing strategy.
Watch this webinar to learn the five pillars of effective social media:
Six tips for promoting your jewellery business online
To help give yourself the strongest possible social media presence, here are six jewellery-specific tips for your next Instagram posts:
1. Create a carousel
A carousel of images showcasing your latest collection will provide styling inspiration. Encourage engagement by asking your audience: "What is your favourite piece?"
2. Create a reel
Create a reel where you talk about the upcoming styles that will be dropping in the next season. Build anticipation and generate excitement among your followers.
3. Behind the scenes
Take your audience behind the scenes with a 'Step into the studio with X' series, introducing the person making the jewellery. Share a 20-second bird's eye view video clip of a part of the production process, giving your audience a glimpse of the craftsmanship involved.
4. Refresh and reshoot
Refresh your core collection by reshooting pieces against new coloured backgrounds that align with your brand and the current season. By mixing up backgrounds and props, you keep things fresh and inspire your audience with new ideas.
Remember, customers may need to see a product a number of times before they make the decision to buy.
5. Trip to the stockist
Show a 20-second video clip of you visiting one of your stockists and finding your jewellery looking amazing. Take this opportunity to discuss the piece and engage your audience with the story behind it.
6. Unboxing experience
Provide a sneak peek into the unboxing experience by showing a video clip of your product being taken out of its packaging. Focus on the lovely box and pouch, allowing customers to see how their product will arrive and consider it for gifting.
By incorporating these tips into your social media strategy, you can enhance brand visibility, increase customer engagement, and ultimately drive business growth. Social media platforms offer unique opportunities to showcase your jewellery brand and connect directly with your target audience, so make the most of it.
Remember, promoting your jewellery brand confidently on social media requires consistent effort and experimentation.
Use these tips as a starting point, adapt them to fit your brand's unique style, and stay open to learning and evolving your approach. With dedication and strategic execution, your social media presence can become a powerful asset for your jewellery brand's success.