Using Twitter Advanced Search and Hashtags in a Jewelry Marketing Strategy

Joining Twitter or trying to find Twitter followers can be an intimidating task. Some brands that have been using Twitter since it was launched in 2006 have had a decade to cultivate a following, while others amass followers simply because they’re already popular and well known outside of social media.

Is being overwhelmed or confused by Twitter preventing you from leveraging it? In my previous post, I discussed the top three mistakes that jewelry brands make when using Twitter. However, this week, I’d like to teach you how to make use of Twitter’s Advanced Search function and hashtags.

Why am I focusing so intensely on Twitter? Well, to be honest, I’ve been focusing a lot of effort on a client’s Twitter account, so I’ve been immersed in Twitter strategies over the past couple of weeks. Using Twitter advanced search and hashtags, I’ve been able to clean up my client’s account, which had barely been used for months, and build a Twitter feed that lends itself to interaction.

Before you try the strategies I discuss in my post, I would recommend you “clean up” who you follow on Twitter, for two important reasons.

  1. You want to make sure that everyone you follow is still active on Twitter and that you’re not following abandoned accounts.
  2. You want to make sure that everyone you follow on Twitter shares content that’s useful to you and that you could potentially respond to and share.

How do you clean up a Twitter account?

My favorite method is with ManageFlitter, a browser-based tool that allows the user to bulk unfollow Twitter users. The free version of ManageFlitter provides 100 unfollows per day, which will or won’t be enough for you depending on how many people you follow.

Once I log into ManageFlitter with my Twitter account, I unfollow inactive users and then I review my “Not Following Back” list. I ask myself if every user who doesn’t follow me back shares valuable enough information that I don’t mind very little potential interaction. Usually, I limit this limit list so that it includes major players or media outlets.

Twitter Advanced Search
Twitter Advanced Search screenshot

Twitter Advanced Search (and a Third-Party Tool)

Now that you’ve primed your Twitter account for growth, you need to start finding new users to follow who will hopefully follow you back and lead to fruitful interactions. To find new users, you can start with Twitter Advanced Search.

Advanced Search will allow you to search for words and phrases in other users’ tweets. It will also help you define a target by entering a specific location or time period for the tweet.

With Twitter’s Advanced Search, you’re not necessarily seeking customers. You’re also seeking parallel content or content related to your business and industry, so that your timeline will be full of interesting items to retweet. You want to follow users who will inspire you to reply and share.

For example, my client is located in Downtown Los Angeles and specializes in bridal jewelry. As a result, I follow these types of accounts: Downtown Los Angeles events and culture, wedding planners, honeymoon destinations, Los Angeles hot spots like restaurants and bars, wedding venues, wedding service providers like photographers, wedding dress designers, and even other jewelry brands that specialize in other types of jewelry.

In addition to using Twitter Advanced Search, I also use one third-party tool called Followerwork. The free version helps users find and connect with Twitter influencers. You can search by keywords in Twitter bios, by location, and by minimum and maximum followers and following. What I like about Followerwonk is that I can sort my list by how many users the account follows. Sometimes I only want to follow users with a small following list or balanced follower/following ratio because I feel like they’ll be more likely to interact with me.

Twitter Hashtags

Most social media users understand that including a hashtag in a tweet or Instagram post will increase the post’s visibility because other users can search for those hashtags and then find the post.

However, you can also find new users to follow by knowing the most popular hashtags in your niche, especially the ones that generate a conversation among users, and then search for them using regular Twitter search.

In my quest to refresh my client’s Twitter account, I decided I wanted the account to follow more wedding-related accounts. I Googled “most popular wedding hashtags” and found a few lists that I explored and tested. I discovered some popular hashtags: #weddinghour, #weddingwednesday, and #weddingday.

When I search for a hashtag, I usually sort the results by clicking “Live” at the top of the page. “Live” will provide a real-time feed of everyone who’s using that hashtag. The advantage of the “Live” feed is that it guarantees the users displayed are active Twitter accounts.

From there, I simply click tweets that appear interesting and genuine (I usually open them in a new tab or window, so I don’t lose my place), and then I decide if the user looks like someone I’d like to follow.

Hashtags and Twitter Chats

Let’s take this one step further: some hashtags are used as prompts for Twitter chats. For example, #weddingwednesday is considered a Twitter chat because it encourages users to add the hashtag to wedding-related tweets every Wednesday. It creates a virtual meeting place for all users who want to participate.

To join a Twitter chat, you first need to find one that’s related to your specific jewelry niche. Google is a great way to find lists of Twitter chats. Many of them happen at a predetermined time every week, and you can join a conversation and interact with other users by watching the live hashtag feed.

Now, decide what you’d like to see in your Twitter feed and how you’ll leverage the new content to increase your interactions and followers. Do you think these techniques will add to your jewelry digital marketing strategy?

Featured photo by Petit Louis

Top 3 Twitter Mistakes in Jewelry Marketing Efforts

As someone who spends a fair amount of time using Twitter to search for jewelry designers and retailers, I’ve read hundreds of feeds and have seen many approaches to using Twitter for business.

You might feel confused by Twitter, and maybe you’re not sure how to plan a Twitter social media strategy. In this post, I’m going to share three mistakes that jewelry designers and retailers make on Twitter, why these mistakes can sabotage a social media marketing strategy, and how you can avoid making these same mistakes.

In order to use Twitter effectively, you do need to spend time with it daily: about 30 minutes. As someone who manages more than one Twitter account, I try to make posting and interacting fun, and I do it during down time, like when I’m riding my indoor exercise bike!

Your ultimate goal during those 30 minutes is to post interesting content that captures your brand’s voice and to interact and engage with other Twitter users. Few rules exist (you have license to be fully creative), but you should avoid the following Twitter mistakes:

1. Inconsistent posting schedule: Personally, I avoid following Twitter accounts that haven’t posted in more than a week, and I definitely won’t follow an account that hasn’t posted for a month or more. Why would I waste a follow on someone who doesn’t seem to enjoy participating? Furthermore, I can’t expect that account to follow me back if the person managing the account is hardly ever viewing the timeline.

I use the phrase “posting schedule” because it does help to maintain some sort of schedule, especially when you’re maintaining an account for business. By visiting Twitter at the same time each day, you’ll get in the habit of looking at your feed and engaging with other accounts. You should also try to stagger your postings (you can schedule tweets with a service like Hootsuite) so that you remain visible in your followers’ timelines.

2. Keeping to yourself: Too often I see Twitter accounts that simply tweet links to articles, product photos and promos, or information about the brand. However, the accounts never interact with any other user, and the person managing the account never retweets other posted content.

I tend to avoid following accounts that keep to themselves because I can be fairly certain that they will never interact with me. And that’s no fun! I want to meet and connect with people on Twitter, and you should want that too.

3. Using Twitter exclusively as a reposting service for your other social media accounts: Many social media account managers link other accounts – like Instagram and Facebook – so that the media they post on those platforms automatically posts to Twitter. In general, cross-posting media is a positive action that can encourage you followers from one social media platform to follow you on another social media platform.

However, too often I notice that one account’s feed is simply a reposting of Instagram photos. I definitely won’t follow accounts with feeds made exclusively of Instagram and Facebook reposts because I can be very certain that the account manager isn’t even checking the brand’s Twitter account. As a result, he or she is not interacting with anyone.

Have you been guilty of any of the above Twitter mistakes in your jewelry marketing campaign? Have you seen any other brands committing terrible Twitter mistakes?

How Superstition Can Guide Your Jewelry Marketing Strategies

Black cats, Friday the 13th, or walking under a ladder may produce negative outcomes. On the other hand, an itchy palm, a four-leaf clover, or a heads-up penny can inspire something favorable, depending on who you ask. Either way, all are examples of superstitions. What are some that you believe?

I recently stumbled upon an article that made me reconsider the role of superstitions as they relate to jewelry marketing. In “Understanding superstition could get you a great deal on an engagement ring,” the author provides consumers with advice about how they might be able to score a bargain by using logic and capitalizing on other people’s emotion-driven superstitions.

But I’m more interested in how jewelry retailers can provide better products and services based on their potential customers’ most stubborn (and often inevitable) convictions. In this post, I’d like to make you aware how some customers’ superstitions might impact their willingness to buy your jewelry.

Researcher Anne Bowers studied nearly 15,000 rings on eBay and then conducted her own experiment with a simple engagement ring that she auctioned in three separate listings, with different histories.

In one description, she stated, “Due to a divorce, I am auctioning this gorgeous .70 carat diamond ring…Since my ex and I split up I don’t wear it anymore, but someone else should!” In another she claimed “I am still happily married—I am selling the ring because I prefer to wear only a wedding band because I work with my hands.” In the third, the “seller” was simply a store with an overstock of new rings.

The ring from the “divorce” sold for $550, while the ring from the “marriage” sold for $740, and the ring from the “store” sold for $820. Are you surprised? I certainly wasn’t. We attach so much emotional weight to jewelry that an accompanying negative history might affect a ring’s value as much physical damage to it.

If you’re a jewelry retailer selling products that contain recycled or pre-owned elements, always emphasize a story that will overpower the superstition. These days, environmentally-conscious consumers are seeking jewelry made from recycled elements like reclaimed diamonds and repurposed gold and platinum.

Though it’s important for you to disclose the recycled nature of these materials, you don’t have to focus on “ghost” part of the story. Instead, stress the environmental benefits rather than dwelling on the energy from owners past.

Innovative bridal jewelry retailer Brilliant Earth is the first Google search result for “recycled diamonds and gold,” and the copywriting on their Recycled Gold information page is…brilliant: “Dirty gold mining has a history of civil war, labor abuses, and environmental devastation.” They’re able to turn the reader’s attention away from the emotional baggage of recycled gold by directing the focus on the history of the gold mining industry.

But superstitions don’t just apply to pre-owned jewelry. 

Pay attention to numbers. In 2013, the Harvard Business Review published an interesting piece about “bad-luck numbers” and how they might cause a customer to have second-thoughts about purchasing an item from your business. Avoid “cursed” numbers like 13 and 666 in pricing, addresses, product descriptions, and phone numbers.

Designate your own lucky charm. You don’t literally need to sell charms in order to try this tactic. Maybe one of your pieces means something special to you or was inspired by a unique moment in your life. Pass that energy along to your customers by setting that piece apart with its own story.

I always remember a bead store I once visited outside of Chicago, where the owner sold astrology-inspired beaded jewelry. Each piece was hand-infused with an intention during a very specific time of day, according to astrological charts, which the owner had studied.

Encourage the customer feel like it’s “meant to be.” I’m personally more inclined to make a purchase, especially an impulse purchase, when I feel like it’s “meant to be,” or that the item has found me in some way.

The right side of my brain knows that this is silly. Rationally, I know the “meant to be” feeling is a result of a welcoming and personalized shopping experience. The retailer has gone to great lengths to understand the target customer and to tailor every aspect of that shopping experience to what that customer would enjoy and appreciate. Think about how you can make your customer feel like she + your jewelry = something she can’t possibly ignore.

Whether or not you’re superstitious, you have to respect and honor the fact that many people do believe in superstitions. Have you encountered superstitious customers, and what have you done to counter their fears and hesitations?

Featured photo by Chris Yarzab

Boomerang and Instagram Video in Social Media Marketing for Jewelry

One of the most difficult aspects of photographing jewelry is capturing its “sparkle,” especially the brilliance, fire, and scintillation of a beautiful diamond. In the jewelry industry, sharing a beautiful product photo on your website or via your social media accounts is the most effective way to entice a customer who isn’t able to see your jewelry in person.

Product photography could well be the single most important design aspect of any e-commerce website. – Smashing Magazine

If you’re a jewelry designer or jewelry business owner who has ever tried photographing your jewelry yourself, without outsourcing it to a professional, you probably know that producing the perfect product photo requires ideal light, proper equipment, lots of trial and error, and more than a basic knowledge of Photoshop.

If you don’t have time to learn how to photograph jewelry, or you can’t afford to hire a jewelry photographer, don’t worry: you do have other options, especially when it comes to posting on Instagram.

What most people know about Instagram is that it’s a social media platform where users can share square-shaped photos altered with filters. Many jewelry brands have been very successful with sharing still photos on Instagram.

Check out #showmeyourrings for some examples of rings on Instagram.

But lately, I’ve been noticing that many jewelry brands are incorporating Boomerang and video into their regular, still Instagram postings. What are Boomerang and Instagram video, you ask? First, you should be aware that Instagram will, by default, display video “views” rather than “likes.” To see actual likes, just click the number of views for more information.

Boomerang: In late 2015, Instagram announced the launch of Boomerang, an app that allows users to create a one-second mini video from a quick burst of photos.

Below is an example of a Boomerang for a double-halo diamond engagement ring.

Check out the sparkle on this cushion-cut, double halo ring! How many heads do you think you’d turn?

A video posted by DIAMOND MANSION (@diamondmansion) on

Instagram video: In 2013, Instagram launched a video feature that allows users to post 15-second videos, which can then be altered with one of Instagram’s filters.

Below is an example of an Instagram video featuring multiple ring stacks.

Boomerang vs. Instagram Video

You might think that not much can happen in a second, but one second could be just the right amount of time to showcase a moment of sparkle.

Boomerang is a perfect choice when you want to capture polish, fire, or scintillation, and a still image isn’t doing your jewelry justice. When using Boomerang, you’ll find that the app’s photo bursts happen quickly, and you might need to do a few takes in order to achieve your desired effect.

What I like most about Instagram video is that 15 seconds can offer a potential customer a brief glance into how it might look and feel to wear your jewelry. Few people are likely to get bored in 15 seconds, so you’ll be able to pique viewers’ interest without losing their attention.

In one of my favorite examples of Instagram video used for jewelry marketing, jewelry brand Mark Broumand enlisted a hand model wearing a 3.56 carat double-halo oval engagement ring to visit Los Angeles restaurant and gourmet market Bottega Louie.

In the video below, you can see the model admiring a window display full of cakes and colorful macarons while wearing her show-stopping ring. To date, the video has received more than 55,000 views.

Do you already utilize Boomerang and Instagram video? If so, how do you decide when to use a still image or a video? If not, do you think your Instagram account would benefit from some moving images?

What Ear Piercing Can Teach Us About Jewelry Marketing

So you’re wondering: what the heck does poking a needle through my ear lobe have to do with marketing my jewelry brand?

In this post I’ll show you what ear piercing can teach you about increasing your jewelry brand’s strength and presence.

I recently stumbled across a fascinating history of ear piercing, focusing mostly on the Western cultural relevance of basic earlobe piercing from the 1990s to today. Though not as comprehensive as it could be, the article shed light on the fashion jewelry store Claire’s, an American shopping mall mainstay that nearly any American girl would recognize.

You know Claire’s too. Walk into any Claire’s location today and receive free ear piercing services (a.k.a. get your lobes clamped by a teen wielding a staple gun) with the purchase of a pair of starter earrings.

Here a few interesting facts about Claire’s:

  • Claire’s “has been in the ear piercing business since 1978”
  • “The chain does 3 million piercings a year, and its global piercing number recently hit 94 million.”

And here’s the most important one…

  • “So famous is Claire’s for its ear piercing that the accessories retailer historically hasn’t done much to promote the service…”

What? Imagine being so famous for your jewelry or jewelry-related service that you don’t even need to do anything to promote yourself.

Theoretically, a person can get an ear piercing at a number of places: a clinical ear piercing business, a doctor’s office, a tattoo/piercing shop, in your friend’s bathroom during a sleepover (not recommended), or a mall fashion jewelry store like Claire’s or Piercing Pagoda.

Why Claire’s?!

Claire’s discovered how to make a near-mythical rite of passage accessible to the audience undergoing that rite of passage, mostly 10-year-old girls. No 10-year-old girl wants to visit her doctor or a tattoo/piercing shop, and I’m sure few parents want to bring her to the latter. 

But Claire’s? At Claire’s the 10-year-old can choose from hundreds of bright, happy, playful starter earrings, and she can flaunt her newfound maturity to anyone who happens to be browsing the store or gawking through the window.

Sure, 10-year-olds aren’t Claire’s only audience. But the same principles apply to everyone else: the process is easy. You don’t need to know any special lingo or mentally prepare yourself for the ear piercing process.

Getting pierced at Claire’s is transparent, literally. For former CEO Beatrice Lafon to assert that the company hasn’t done much to promote the process is completely untrue. The thrilled little girl getting pierced in the store window is all the promotion Claire’s ever needed.

So what can ear piercing teach you about marketing your jewelry brand? Ask yourself:

  • What intimidates my target customer about the jewelry-buying process?
  • What can I do to make the experience more breezy for them?
  • How can I simplify the experience so that they walk into my store or enter my website without any fear and with the knowledge they’ll leave feeling transformed?

Now that we’ve gotten that out of the way, go ahead and tell me about your first piercing experience in the comments below.

Featured photo by William Rafti