How to Leverage "Micro Moments" in Jewelry Marketing

Laryssa Wirstiuk 0:00
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 8 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

Welcome to Episode #303. I want to talk about micro-moments in marketing! In marketing, “micro-moments” refer to the small instances when consumers turn to their devices to act on a need, whether it’s to learn something, do something, discover something, watch something, or buy something. These micro-moments provide opportunities for a jewelry brand to engage with customers by being present with relevant, helpful content or offers at the exact time they’re needed. As a jewelry brand, it’s crucial to be present during micro-moments because these customers have a clear intention. Instead of interrupting them, you’re connecting with them right where they are. In this episode, I’ll share examples of micro-moments and offer guidance on how you can tailor them to your brand and storytelling. This approach will help you connect with your ideal customers where they are, offering them more than just a product—providing real value and fostering an emotional connection. In our “Gold Mine” segment, I want to talk about the importance of kindness and humility in business and how these qualities can take you further than you might expect.

But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. Also, if you didn’t know, I co-host another podcast called “Success With Jewelry” with my friend Liz Kantner, who’s also a jewelry marketer and the founder of the Stay Gold Collective. We have a free version of the podcast, available everywhere you listen to podcasts and on YouTube as well as a membership community with extended episodes and additional resources. I invite you to check it out if you’re hungry for more content!

And one more reminder, it’s the last chance to access our free content repurposing masterclass. It will only be available through the end of August. With this masterclass, you’ll walk away with a simple content plan for an entire month, one full length SEO optimized blog post, four email campaigns and 12 social media posts repurposed from the blog post and emails. Joy, joy of fam Laura shared her feedback. She said, I just finished watching the master class, so good. I can’t wait to brainstorm blog topics and start to implement the strategies you showed for repurposing a single blog post into multiple pieces of content. So are you feeling overwhelmed with content creation for your jewelry brand? Learn how to save time and work smarter, not longer, by repurposing content efficiently and confidently using my proven methods. So don’t miss out. Visit myjoyclass to access it now, and that link is in the show notes as well.

Okay, let’s get into today’s episode, my Sparklers! This episode is all about “micro-moments.” It’s a funny name, isn’t it? It kind of reminds me of a Hallmark movie, where the two main characters share a beautiful micro-moment at the end. And honestly, it’s not too far off! While you might not be cuddling with your customer at a Christmas tree farm in a Hallmark holiday movie, in a micro-moment, you’re creating an emotional connection—something that sticks with them in the long run. Think about the real-life micro-moments you experience, even with near strangers. For example, there’s a coffee shop in my neighborhood that I like to visit when I feel like going out for a cup of coffee rather than making it at home, and one barista there is always so cheerful and remembers my name. They’re always so pleasant, and when I see them working, I feel relieved and happy. That emotional reaction is built on all the micro-moments we’ve shared, even though I barely know anything about them beyond their first name and where they work. In the same way, you want to create micro-moments with your own customers. The main difference is that most of you will be doing this over digital platforms, and maybe sometimes in person—but it’s rare these days to only do it in person. So, you need to learn how to adapt these moments to digital platforms.

So again, what are micro-moments? As I mentioned in the intro of this episode, a micro-moment is a brief, yet impactful, instance when a customer turns to their device to act on a need—whether it’s to learn something, do something, discover something, or make a purchase. These moments are opportunities for you to connect with your audience right when they’re looking for information or making decisions. Just as a side note, I did not coin the term “micro-moment”. The term “micro-moment” and the related concepts I’ll be sharing more about today were originally coined by Google. Google introduced the idea of micro-moments as part of their effort to understand and describe how consumer behavior was changing in the mobile era. They recognized that people increasingly turn to their smartphones for quick, on-the-go answers, and these brief instances were identified as micro-moments—critical touchpoints where decisions are made and preferences are shaped.

Many business owners mistakenly view marketing as the act of shouting at someone, trying to interrupt their day to get them to pay attention and make a purchase, even when that person is focused on something else. And yes, marketing can involve some of that. But in 2024, with so much noise, competition, and distraction, efforts to interrupt your ideal audience’s day are increasingly futile. You’ll only end up more frustrated as you struggle to capture their attention. A micro-moment is fundamentally different from the traditional approach of interrupting a customer’s day because it focuses on meeting the customer exactly where they are, rather than trying to divert their attention. In a micro-moment, you’re tapping into a specific need or intention the customer already has—whether they’re looking to learn, do, discover, or buy something. Instead of being a disruptive force, you’re providing value in real-time, offering the right information or solution at the precise moment it’s needed. This approach is better suited for the future of commerce because it aligns with how consumers now interact with brands. In an era where people are bombarded with information and distractions, micro-moments cut through the noise by being relevant and timely, creating a more meaningful and impactful connection with your audience. This leads to stronger relationships and, ultimately, greater loyalty and trust.

So now that you know what a micro-moment is and how it’s different, what are some examples of how you can create micro-moments? Again, as I said Google coined the terms for these categories of micro-moments as well, and I just like them so much that I have to share them and give examples of how you can adapt each one for your own jewelry brand. I-Want-to-Know Moments: “Best gemstone for an engagement ring”: Deliver: Create detailed blog posts, guides, or videos comparing different gemstones for engagement rings. Include information on durability, symbolism, and price points. Adapt: Offer a free downloadable guide or a quiz on your website that helps customers choose the perfect gemstone for their engagement ring. This can also be promoted through your social media channels.

“Meaning of birthstones”: Deliver: Develop a content series (blogs, infographics, social media posts) explaining the meanings and history behind each birthstone, perhaps tied to monthly promotions. Adapt: Introduce a personalized birthstone collection, where customers can select jewelry featuring their own or a loved one’s birthstone. Promote this as a thoughtful gift option.

I-Want-to-Go Moments: Some people like experiences and/or something fun to do in their community, and they’re frequently seeking out opportunities to do an activity where they can experience something new or meet new people Organize a pop-up event or trunk show in a popular location within your target market, such as a trendy boutique, a local market, or a well-known event space. Promote the event through local search ads, social media, and email marketing, ensuring that the event details (date, time, location) are easy to find.

I-Want-to-Do Moments: “How to clean gold jewelry at home”: Deliver: Create a step-by-step video or a downloadable guide on how to properly clean gold jewelry using common household items. Adapt: Offer a free jewelry cleaning kit with purchases over a certain amount or as part of a loyalty program. You could also host a live Q&A session on social media to answer questions about jewelry care.

“How to layer necklaces” Deliver: Publish a video tutorial or a blog post showcasing different necklace layering styles using your products. Include tips on matching lengths, colors, and designs. Adapt: Launch a curated necklace layering set, where customers can purchase pre-matched pieces, and offer styling suggestions on your product pages or through email marketing.

I-Want-to-Buy Moments: “Buy gold earrings online”: Deliver: Ensure your website’s product pages for gold earrings are optimized with clear, high-quality images, detailed descriptions, and easy-to-navigate purchase options. Adapt: Use retargeting ads to show the specific gold earrings the customer viewed on social media or your website. You could also offer a limited-time discount or free shipping to encourage the purchase

5. I-Want-to-Discover Moments: “Latest jewelry trends 2024”: Deliver: Publish trend reports or lookbooks featuring your products and how they align with upcoming jewelry trends. Use Pinterest to create mood boards that inspire customers. Adapt: Host a virtual fashion show or webinar where you discuss upcoming trends and showcase your products. You can also collaborate with influencers to create trend-focused content.

6. I-Want-to-Compare Moments “Comparison between platinum and white gold”: Deliver: Develop a comparison guide or video that outlines the differences between platinum and white gold, including aspects like price, durability, and appearance. Adapt: Include a comparison tool on your product pages, where customers can easily compare different metals or gemstones. Offer personalized consultations to help them make informed decisions.

7. I-Want-to-Save-Money Moments Example: Exit-Intent Coupon or Retargeting Offer “Customer has viewed a product and expressed interest”: Deliver: If a customer has viewed a product on your website multiple times or added it to their cart but hasn’t completed the purchase, you can trigger an exit-intent pop-up as they are about to leave the site. This pop-up could offer a limited-time discount, such as “Get 10% off your purchase if you complete your order now!” or “Use code SAVE10 at checkout for a special discount on your favorite piece.” Adapt: Follow up with a personalized email or retargeting ad if they still don’t complete the purchase. The email could remind them of the item they were interested in, along with the discount code, and create a sense of urgency by mentioning that the offer expires soon. You could also include customer reviews or testimonials for that specific product to reinforce the value and encourage them to take action.

What do you think? Are you already having micro-moments with your customers, or could you be adding more of them into your marketing mix? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to help!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart. In this week’s GOLD MINE, I want to discuss why kindness and humility can actually take you very far in business. Many people believe that being tough and hard is what’s necessary to succeed as a business owner, but in my opinion, the softer skills—those that require bravery and vulnerability—are even more important.

This came to mind after returning from the NY Now Trade show, where I was telling Liz and Robin how incredibly pleasant every jewelry business owner in their Curated trade show exhibit was. It’s rare to be among a group of people where everyone is so genuinely nice to talk to. Liz mentioned that they considered the demeanor of each participant when selecting them, knowing they’d be working closely with them for several months. They clearly wanted to avoid working with people who are rude, egotistical, demanding, or unpleasant to be around. In the jewelry industry, where business is heavily relationship-based, you simply can’t afford to be anything but kind and pleasant. Even though it’s a large industry, it’s also small and familial in the sense that people talk to each other. Relationships are everything, so if you’re unkind or leave a bad impression, it will catch up with you.

Another underrated aspect of kindness is honesty and humility. Often, we tell people what they want to hear to keep the peace. While there are times when it’s best to avoid confrontation, there are also many situations where being honest and forthcoming is the kinder route, especially if you anticipate a long-term business relationship. This means being direct and expressing your thoughts in a transparent and respectful way. Humility is also a form of kindness. It’s crucial to approach business with the mindset that you don’t know everything. Even in a position of leadership, it’s important to acknowledge that you’re not all-knowing and to give others the benefit of the doubt. You can learn something from everyone, even those who aren’t directly serving your business interests or those who might be “below” you.

I know many of you who listen to this podcast are already incredibly kind—I’ve met you, and your energy is amazing. So, you don’t need this reminder. But if someone in the industry is being unkind or disrespectful to you, trust your gut and know it has nothing to do with you. Let’s all promote a culture of doing business with people who bring honesty and humility to the table. We need more of that. What do you think? Let me know in an Instagram DM or YouTube comment.

Did you have any questions about today’s episode? Don’t forget to check out our new FREE Content Repurposing Masterclass, which you can access by visiting myjoydeck.com/masterclass. It’s only available through the end of August. If you want to reach out, you can always email me Laryssa at laryssa@joyjoya.com. And if you loved this podcast, please share it with a friend who’d appreciate it. Don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you’ll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai