Especially at the beginning of their journey, many jewelry designers and stores are so excited to share their products with the world that they fail to identify their “dream” customer.
You’re probably thinking: but wouldn’t choosing a dream customer and only marketing to him/her limit my sales? Identifying your ideal customer has a number of advantages:
You can target your marketing in a specific way and, as a result, tailor your brand’s message.
Your rate of interactions with fun, enthusiastic, and excited customers will be much higher.
The “ideal” customers you attract will be much more likely to become brand evangelists and tell others about your brand.
Focusing on attracting your ideal customer will lead to a higher rate of conversion, and you’ll waste less time with fantasy shoppers who aren’t serious about buying from you.
Your jewelry will become synonymous with a certain group of people and will be more identifiable in the marketplace.
Look at it this way: you wouldn’t spend years in medical school to become a doctor simply to graduate with a medical degree and announce to everyone, “Hey, everyone, I’m a doctor now!” With that approach, you’d be hard pressed to find new patients. On the other hand, if you specialize in dermatology, patients with a specific need for skin care will look for you.
Now, perhaps it’s time for me to be more specific.
Choosing your ideal customer is one thing. But if your target market is high-school girls who don’t have any disposable income, and you’re selling jewelry outside of their price point, you might want to change “ideal” customer to “qualified” customer. Who would you love to service who can actually afford your products?
When I first started working as a sales associate for the largest jewelry retailer in the country, I used to get annoyed when the store manager (and our monthly quotas) required us to push credit on our customers. After a few months with the company and, in hindsight, I can see why qualifying the customer as soon as you possibly can is the ultimate sales/marketing strategy.
If you know what the customer can comfortably afford and how he/she can afford it, then you can help them find the perfect piece of jewelry and really sell it to your customer in a genuine, thoughtful way. If not, the customer will not likely approach you with a budget strapped to his/her forehead. Online, the budget guessing game is even more of an issue.
If you don’t offer credit or don’t have a way to financially qualify your customers, you need to tell your brand’s story in such a way that hints at your price points, even if the customer never sees your prices.
Not only do you need to speak in your ideal customer’s language and use imagery that appeals to your ideal customer, but you also need to communicate a message that the customer’s wallet will understand. Think of some of your favorite jewelry brands and their price points – in what ways do they hint at affordability or luxury?
In what ways can you better tailor your brand’s message to not only pre-qualify your customers but also attract better customers?
In his book Tribes: We Need You to Lead Us, marketing expert Seth Godin writes, “An individual artist needs only a thousand true fans in her tribe. It’s enough.”
That’s right: a jewelry store or jewelry designer needs only 1,000 tried and true fans to help inspire success.
How is that possible?
Consider your own loyalties to your favorite brands and businesses. When you really like a local restaurant or bar, don’t you tell your friends about it? Maybe you even invite them to Happy Hour. Because of you, 10 new people will learn about the establishment and became fans themselves.
If you can convince just 1,000 people to become fans, those people will not only tell their friends and family members about your jewelry brand but they’ll also be more likely to create content that you can also share.
What do I mean? Here are five examples of how your loyal fans can create content that you can share and use as leverage for your awesome jewelry brand.
Encourage your fans to write Yelp reviews and then borrow review highlights for your own marketing efforts. Nudging someone to write a Yelp review is as easy as sending a follow-up e-mail or making a follow-up phone call to a happy customer. Most people don’t spend their days thinking about writing Yelp reviews, but a gentle reminder or even an incentive will prompt a satisfied customer to sing their praises. Once you’ve gathered some excellent Yelp reviews, share quotes from those reviews on your social media accounts.
Pro tip: I like to create “ready-to-share” graphics with solid-color backgrounds and text from the Yelp reviews.
Source guest bloggers (if you already maintain a blog). Some of your fans will love the opportunity to show others how they wear or style your jewelry. Maybe these fans already have fashion blogs or Instagram accounts of their own, and they’d like to gain more followers by leveraging your blog platform. Invite your fans to contribute guest blog posts that feature their tips for wearing your jewelry.
Cultivate the product reviews section on your e-commerce site, Etsy store, or even eBay page. Again, always encourage customers to leave product reviews. You may even want to consider providing a coupon code or contest entry as incentive for customers to write a review; after all, doesn’t a store with lots of product reviews (even lukewarm or negative reviews) appear to be more trustworthy and legitimate than a store without any cred? Share highlights from product reviews in your social media marketing.
Host a social-media-based contest that requires entrants to post something related to your brand. Maybe entrants must post a photo of themselves wearing your jewelry or submit a design idea for a future piece. Either way, they’ll be entering your contest but also sharing their creativity and your brand name with all their followers.
Host a blogger or influencer event.In a previous post, I discussed the advantages of hosting such an event and how an exciting event can encourage influencers to share their thoughts about your brand. The event can take place in your physical showroom/studio, or it can be completely virtual. Definitely make it worth your attendees’ while to attend.
Which one of these ideas would best work for your jewelry brand? How will you begin to implement these strategies? Share your thoughts in the comments below.
Jewelry can be so easy to copy; some swindling entrepreneurs attend trade shows just to peep other designers’ works. Then, they decide how they can manufacture the designs with cheaper materials. Ultimately, they try to sell their knock-off pieces at lower prices.
Even worse, many consumers don’t understand the true value of diamonds, precious metals, and skilled craftsmanship, so they can’t comprehend why one skilled designer who sources high-quality materials charges so much more money than a shady pop-up shop that’s making the same style in base metal and glass stones.
The more time I spend on Instagram, the more I realize that many accounts simply steal photos from true jewelry designers’ accounts without giving proper attribution. Overall, I don’t support reposting content on Instagram – not only is reposted content boring, but it also demonstrates a lack of creativity. Even worse, when the original poster isn’t credited, the practice of reposting is downright despicable and ultimately won’t help the reposter’s reputation.
So how can you, as a talented and creative jewelry designer or retailer, ensure that no one steals your photos? Surely, you don’t have time to monitor who’s copying or ripping off your work. Well, you can watermark your photographs and/or make sure that your name or logo is incorporated into every image.
What’s a watermark? It’s an image or text on your photograph that deters other people from copying your photo and claiming it as their own. If you position the watermark effectively, someone will have to do more Photoshop work that it’s worth to remove a watermark.
Not only will a watermark protect your designs and beautiful photographs (though it’s not a foolproof method of protection), it will also build brand awareness. Your current followers and new potential customers who are discovering your website and/or social media accounts will begin to associate your images with your logo and name.
How can you add watermarks to your photos without ruining the integrity of your image?
Hire your original logo designer to create a watermark version of your logo and ask him or her to teach your how to add the watermark to your images. If you designed your own logo, read how to make a transparent version of it, which you’ll be able to add as a new layer to any image.
If you don’t like the idea of adding a watermark to your images, consider posting photos of your jewelry alongside or in packaging that has your logo or name on it.
Have your images or designs ever been stolen by a shady jewelry-related social media account or even a cheap copy-cat manufacturer? What actions did you take to remedy the situation? Do you currently use watermarks or other identifiers in your images? Please share in the comments below.
I love Etsy, the online marketplace for handmade goods. When I’m looking for something unique at an affordable price point, I know I’ll be able to find the perfect item, made with love, on Etsy.
I’ve purchased lots of jewelry and findings on Etsy: a custom copper pendant that I incorporated into a bracelet; a faceted tourmaline stone; mint green glass stud earrings; a sterling silver locket; and a small silver charm.
As a jewelry marketing specialist who also loves and admires Etsy, I have many ideas about how jewelry designers and artisans can increase their presence on Etsy and direct customers to their Etsy pages. Are you an Etsy vendor who’s struggling to get their jewelry products seen by ideal customers?
Below are five suggestions that will help you distinguish yourself from the competition, establish you as a professional, and boost visibility for your jewelry.
1. Experiment with new versions of product photography. If you take your own photos, try taking different versions for the same product: different color/texture background, new angles, and various types of light.
Then, conduct your own marketing focus group and ask a trusted group of friend or loyal customers which photos they like the best and think are the most effective for selling the product. The photos that you like the best might not be the best ones for attracting customers.
2. Showcase your items on your own proprietary website. Don’t only showcase your items on your Etsy store page! Establish yourself as a true professional by embedding your Etsy store into your own proprietary website with a branded URL address like “YourStoreName.com.”
3. Don’t autotweet your listings! I’m always rolling eyes at the number of Twitter accounts run that are simply a collection of automated tweets about new Etsy product listings. The tweets lack imagination and engagement – they’re basically bland advertisements for every product, and very few customers are going to be motivated by a canned promotion.
Instead, say something creative about your products. Feature them in a new way or offer some exclusive content (a video, a new photo) that isn’t already located on the Etsy product description page. Interact with your followers and play down the attachment to Etsy. Etsy should simply be the engine running your business, not the focus of it.
4. Keep in touch with past and potential customers. Opt your customers into an e-mail marketing list and send out regular updates about your shop like special promotions, new products, product spotlights, in-person events and appearances, etc. Note: you can’t simply add your customers to your e-mail list – they have to agree to be there! But you can let people know about your e-mail list by writing about it on your website or blog or adding a link to it on your seller “about” page. Here are some additional tips.
5. Partner with fashion/accessory bloggers and influencers. Find the bloggers and social media influencers you think would most enjoy your products and reach out to them. Tell them about your product and ask them if they’d appreciate a complimentary gift. You can also trade with other fashion/accessories Etsy vendors and feature their work on your social media accounts and/or blog. This way, your potential customers can see your products featured on real people and, in turn, imagine themselves wearing the jewelry.
Are you a successful Etsy jewelry seller? What techniques have you used to boost your Etsy business?
These days, most jewelry designers work on a shoestring budget, reinvesting whatever profit they make into creating new pieces for their collections. Furthermore, jewelry store owners are wary of spending money on advertising because they can’t predict its effectiveness and what its return on investment will be.
Through advertising in the late 1940s, diamond brand DeBeers coined the phrase “A Diamond Is Forever.” Their ads dramatically changed the course of the bridal jewelry industry. But today’s consumers have more choices, and they’re happy to exercise their freedom of choice. As a result, they’re not as singlemindedly swayed by a brilliant ad slogan.
In general, unless you’re a jewelry brand with a dedicated budget for advertising (money you won’t miss by allocating it solely for advertising), you shouldn’t try to scrape together money you might need for something else.
You’re probably scratching your head and wondering: How, in this day and age, can I put myself in front of potential customers without shouting over my competitors? Don’t I need to buy expensive, fancy advertising to legitimize myself?
The answer is: definitely not, at least not at the beginning. Have you ever heard of a brand called “Starbucks”? Let me tell you how they were able to do it so that you can follow their example.
Starbucks is a successful, global brand that was founded in 1971 and didn’t start advertising on television until 1997. I can still remember feeling stunned when I saw a Starbucks TV commercial for the first time because I was so used to NOT seeing them on TV and so used to them just being there. Everywhere.
Sure, Starbucks’ competitors like Dunkin’ Donuts have had success with more traditional advertising campaigns in print, on the radio, and on television; I’m not trying to convince you that advertising is a terrible strategy for increasing brand awareness. What I’m trying to say is that you don’t have to spend the money until you have it.
While born in 1971, Starbucks could be seen as belonging to the club of whole-experience brands exemplified by companies that launched or came of age after the digital revolution—think Google and Zappos. These are companies known for product, customer service, overall ethos and voice, and whose brands aren’t heavily associated with advertising. As a brand built more on a word-of-mouth approach, your Starbucks associations are more likely tied to its staff, its stores, and its products than its ads. – Fast Company
How did Starbucks get away with not advertising for so long and still grow the brand at a rapid pace?
They focused instead on building a solid brand with all the qualities mentioned in the Fast Company quote above: a desirable product with consistency across all store locations, exceptional customer service, and an identifiable and distinct image supported by an unwavering mission. No amount of glossy, high-budget advertising can convince a customer to become a loyal fan of a brand that lacks any of the aforementioned qualities.
Follow Starbucks’ example by working on the following:
Product development: Make sure your jewelry is wearable and desirable. Revise your designs and inventory until they match the image you want to portray to customers. Offer a quality product that will make potential customers drool and inspire them to add your jewelry to their wish lists.
Customer service: In most cases, jewelry is not an insignificant purchase, and customers want to feel like the seller actually cares about his or her dollar. Focus on hiring the best and most talented customer service associates and standardize the process of handling customer complaints and issues. Be aware of how your customers are feeling and do everything you can to keep them happy.
Company mission and brand voice: Define yourself and be sure that everything you make public – your products, your photos, your written communications, your conversations with customers and business partners – matches that definition. The same way that you can anticipate your experience no matter what Starbucks you enter, anywhere in the world, your brand should be that predictable, but never in a boring way.
What will you earn as a result? You’ll develop a solid brand that will thrive on word-of-mouth marketing from satisfied customers. Your products will also easily lend themselves to social media marketing (free!) because they’ll have a clearly defined focus with an obvious story attached to them.
When you’ve grown your business and finally have the budget for more traditional advertising, you will have done the difficult work of thinking through the image you want to project to customers. As a result, you’ll have a more clear vision of how you want to present your brand visually and be able to communicate that vision to advertising agencies or third-party collaborators.
Have you spent money on advertising? What was the result?
Most shoppers crave a point of view; they want to understand how an article of clothing or a piece of jewelry like a bold necklace can fit into their lives and how they should wear those items. Otherwise, they’d be overwhelmed by too many choices.
At the height of print media, fashion magazine editors were the style curators, showcasing clothing and accessories they loved and that matched their publication’s aesthetic.
These days, anyone can curate a digital fashion and accessories collection based on categories like season, color, mood, and occasion. Pinterest and Polyvore, among other tools, allow anyone with an Internet connection to showcase a point of view.
Instead of shopping in a brick-and-mortar retail store, we might shop an Instagram post styled by a highly trafficked fashion blogger.
As a jewelry brand, you may find that some bloggers and social media users will add your pieces to their own curated Pinterest boards. Why not follow their lead and curate your own merchandise by organizing your jewelry offerings into manageable and “shoppable” collections?
Too often, I see jewelry stores with displays that lack focus. Most jewelers, especially those who sell bridal jewelry, cast as wide a net as possible when it comes to merchandising. Who can blame them? They believe the more styles they offer, the more customers they’ll attract. In reality, the lack of focus is overwhelming.
Online, the issue seems to be even more widespread. No physical jewelry case is limiting any one retailer from posting as many products as possible. The temptation to sell everything may be great, but marketing your curated jewelry brand will always win as the most effective strategy.
As an example, let’s view the Tiffany & Co. e-commerce website. In the “Engagement Ring” category, a user can shop by style or by collection. The collections have names like “Harmony” and “Soleste” and are divided into manageable groups that have been curated by a common design element like a pave diamond shank.
Someone who hasn’t done much engagement ring shopping or “dreaming” might not know where to begin in terms of style, but the person might have a positive visceral response to a collection’s overall mood. A collection can help focus and alleviate the anxiety of the subsequent buying decision.
Furthermore, creating collections within your brand’s jewelry inventory allows you to tell a story about your merchandise. In the highly competitive world of e-commerce retail, where you may never meet your customers face to face, you must distinguish yourself with a story that contains strong emotional elements.
When you curate your own collection, you can assign it and the items within it, names, and the product descriptions can be more than a simple rundown of the technical details. Instead, the item can become a character in the larger story of the collection.
Do you already use collections as part of your jewelry marketing strategy? If so, how do you decide which items to group together in a collection? Do you tell a visual and/or written story about the collection? Comment below with your thoughts.
Recently, I had the chance to meet my new friend Jilienne – jewelry connoisseur and jewelry marketing/PR extraordinaire – for coffee, and we chatted about social media marketing for jewelry brands.
At some point, a stranger interrupted our conversation and added his thoughts about buying likes (and taking “desperate selfies,” but that’s a topic for another post). Apparently, the stranger is a social media marketing expert, so he’s always trying to talk clients out of buying likes.
If you’re not aware of the practice, anyone with as little as $3 can buy likes for Facebook, Twitter, and Instagram. These days, likes can be purchased in bulk from companies that generate very believable-looking accounts with real profile photos and descriptions. In some cases, likes come from real people in other countries. A simple Google search and a credit card number can get you as many likes as your heart desires.
Buying likes can be tempting, especially for brands that are just beginning their social media journey and are having trouble gaining traction. Most days, social media can feel like a popularity contest. And no one can deny the theory of “social proof,” which posits that brands with more likes generate even more likes.
If it’s so easy to buy likes, why shouldn’t you buy likes? Here are three reasons:
1. Social media shouldn’t be a popularity contest. Instead, media like Facebook, Twitter, and Instagram should encourage engagement and interaction. And bots won’t interact with brands or buy their products.
The stranger who interrupted the conversation I was having with Jilienne made a great point: if you’re an actor or model who needs to prove”social worth” to an agent, then maybe buying likes will work in your favor: on the surface, you’ll appear popular and well liked. However, if you’re a brand interested in using social media to generate a loyal following, then buying likes definitely won’t work for you.
2. The metric that should matter to you – your engagement rate – will suffer. Social media marketing experts don’t necessarily worry about likes; they worry about ratios.
Let’s pretend that you have a million followers, and 1,000 people like your photo. A thousand like might seem impressive, but why aren’t your other 999,000 followers also participating? Why aren’t they liking your photo? Given the likes-to-follower ratio, 1,000 likes isn’t impressive at all.
According to Socialdraft, a healthy engagement rate is about 4 to 12%. They use the following formula to determine rate of engagement:
Engagement rate = # of likes + # of comments / # of followers x 100
Personally, I would say that a 10% rate of engagement is fantastic and should be your goal for every post. If you’re buying followers, you likely won’t achieve this ratio, and if you’re buying likes, you’ll be spending lots of money to maintain a “healthy” albeit fake rate of engagement for every post.
3. Your notifications feeds will eventually start to annoy you. I’ve noticed that fake followers tend to leave spammy comments, which damage the appearance and reputation of your posts.
Reading those spammy comments and being bombarded with likes by boring, fake profiles gets old after a while. Managing a social media account with fake followers and likes can be a lonely practice. The fun of social media is connecting with new people and moving that connection from digital to analog as swiftly as possible. Here’s a fun fact: Jilienne and I met on Twitter! Real engagement is possible and exciting.
Have you ever bought followers? If so, did you have a positive or negative experience? If not, would you ever consider buying followers?
Maybe you’re a jewelry designer or brand who’s been wary of spending money on traditional advertising. You’re not sure if you’ll receive a return on your investment.
I don’t blame you – some of the ad industry’s most vocal critics believe that “selling” is no longer an effective strategy and that, instead, creating entertaining and engaging content is a preferred method for generating brand interest and loyalty. However, you might not be sure how to generate buzz in a unique way that will be seen and heard by your targeted audience.
In this post, I’ll explain why you should consider hosting a blogger or influencer event for your jewelry brand or store and also how you can execute it successfully.
I’ve been thinking about how this new era of product-driven content created by fashion bloggers and influencers compares with content published by “gatekeepers” in print fashion magazines. If you read a fashion magazine, you can very clearly distinguish between sponsored content and public-relations-fueled magazine journalism: for example, jewelry worn by a celebrity in a red-carpet photo or a product mention in a round up of on-trend engagement rings.
Which do you trust more – an advertisement or a non-sponsored recommendation?
These days, brands are frequently approaching highly-trafficked bloggers and social media influencers with hundreds of thousands to millions of followers. If an influencer agrees to collaborate with a brand, he or she will receive free products, services and/or payment in exchange for exposure: a sponsored blog post, a hosted giveaway, or prominent product placement in a photo or video.
The Federal Trade Commission (FTC) doesn’t necessarily monitor bloggers, but they do strongly recommend that bloggers and other digital influencers disclose sponsored content to uphold “truth in advertising.”
Finding Bloggers and Influencers to Invite
At this point, you’re probably wondering, who are these magical unicorns making a living by photographing themselves wearing beautiful items that companies send them for free?
With a small time investment and some free tools, you can find the influencers in your niche, whether that be bridal jewelry or vintage brooches. You can see who they’re wearing and what brands are paying them to be spokespeople.
Here are some tools I like to use (all have free versions or free trials) to find influencers:
Followerwork: With Followerwonk, you can search Twitter bios and timelines for keywords related to your niche and then sort results based on how many Twitter followers the user has. More Twitter followers usually (but not always) means the person is influential in his or her field.
Buzzsumo: Type any keyword, and your results (limited with free version) will include a list of influencers in that field.
Bluenod: Bluenod is a very visual platform that displays influencers based on connections and number of followers. Results are presented in a web format that displays a community revolving around your chosen niche and the most influential people within it.
Or, you can simply try a few Google searches to find new blogs.
Why Should You Consider Hosting a Blogger/Influencer Event?
The most influential bloggers and social media stars write about products like it’s their day job – because for many of them it is. They’ve become accustomed to companies approaching them, and they often execute their content in a predetermined format to satisfy their contract terms. Furthermore, readers become accustomed to the sponsored nature of the content, and that content may, over time, cease to influence buying decisions.
Furthermore, these days nearly every blog post, Instagram photo, or tweet by a highly influential fashion blogger has most likely been funded in some way by a clothing or accessories brand. Customers might see a sponsored post and think, “Oh, that necklace is cute,” but chances are that they won’t remember the brand, unless they go out of the way to read the caption and click through some links. Unless the influencer is an official and exclusive spokesperson for a brand, that brand’s product might only appear once or twice among hundreds of posts.
Here’s an idea: what if a blogger or influencer found herself excited and genuinely enthusiastic about sharing her thoughts in regard to your brand because you provided him or her with a unique, unforgettable experience?
Talented and skilled public relations experts strive to surprise and delight influencers by sending samples, hosting events, following up, speaking their brand’s language, and striving ultimately for product placement without spending any more money than the cost of samples and party incidentals.
Approaching brand development with a public relations mindset and making relationship building your goal will excite influencers and help you create long-lasting connections with raving fans who’ll most likely stick around for a while.
Plan Your Event
Now that you’ve found some influencers you’d like at your event, you need to invite them. When you reach out to your designated bloggers/influencers, definitely personalize the e-mail message by noting why you’ve chosen this particular person and emphasizing what he/she will gain from the experience. Be specific and courteous.
Next, you’ll need to decide what form the party will take: will it happen at a physical location or virtually? If all your influencers live within traveling distance of your physical showroom or chosen event space, you can host them individually or as a group! During the planning process, you’ll want to constantly ask yourself: What will the influencer gain from this experience that will make it worth the time?
When it comes to planning a physical event, the sky’s the limit, but here are some tips to consider:
Provide a VIP experience, whatever that means in regard to your brand
Pay or reimburse for transportation
Give a special gift, whether that be free product or something special related to your brand
Create a photo-op-worthy space, so that your influencer can’t help but take photos of your event and share them online
Visit a local craft store (with coupons) to search for interesting props and gift-bag accessories
Follow up with a generous “thank you”
Planning a digital event is more challenging than planning a physical one because some bloggers and influencers might wonder why you’re inviting them to an “event” rather than simply paying them to produce content.
However, a few intrigued influencers might choose to participate in your digital event for the novelty and fun of it. Here are some ideas for planning a digital event:
Send more than one influencer free product and host an Instagram styling contest
Ask them to preview new products and provide exclusive feedback – tech companies that launch new apps do this all the time!
Create a contest and invite them to help you design a new product or feature that will ultimately bear their name
Set Realistic Expectations
When hosting a blogger/influencer event for your jewelry brand, you need to remember: set realistic expectations. You’ll be investing time in preparing for your event, but you can’t expect all your guests to be enchanted by your brand or feature you in some way on their digital channels.
The only way you can guarantee exposure is by paying the blogger or influencer to generate content about you.
Regardless, a blogger event can be the first step in creating long-term relationships with talented, well-respected individuals who take notice of how much you want to please your potential customers. A relationship created at one of these events can lead to a long-term partnership that might transcend one a blogger forms with a brand that hasn’t gone to such great lengths to charm and impress.
So What Can You Expect?
Results will definitely vary. Recently, I hosted an influential fashion blogger for one of my clients. Our goal was to make her feel like a princess for a day, and the result was that she shared numerous photos and videos from her visit on her Snapchat account.
Furthermore, after the event, we published a blog post on my client’s blog about the blogger’s visit. The post contained photos we took during her visit, and it explained why my client was so excited to host her and show her jewelry.
Overall, I believe the post added to my client’s image, which is built on hospitality and customer care. In addition, we were able to use that content for our social media channels, and the blogger retweeted our post to her Twitter followers.
The majority of bloggers and social media influencers are very professional and absolutely deserve to be paid for their work. However, you can also create relationships with these talented individuals without immediately offering them money. At the end of the day, the influencers in your niche are potential customers too.
Have you ever hosted this type of event before? If not, what type of event could you imagine hosting for your jewelry brand or store?
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?
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 Reviewpublished 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?