How to Work Smarter (Not Harder) on 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 #298. In today’s episode, I want to have a heart-to-heart about the time you spend on your marketing efforts. Many jewelry solopreneurs, like yourself, may not be dedicating as much time as they could to working on their businesses, especially when it comes to marketing.

It’s not because you don’t know what to do—often, the challenge is figuring out where to start. Marketing can feel overwhelming, leaving you unsure about the best way to spend your time. This can lead to spending very little time on marketing, simply because it’s tough to decide where to begin.

I could remind you endlessly to spend more time on your marketing, but that’s not what I’m here to do. Instead, I want you to work smarter, not harder. This episode is all about maximizing your marketing efforts so you don’t spend endless hours reinventing the wheel each time you engage in a marketing activity. Intrigued? Keep listening or watching for the details.

In the GOLD MINE segment, we’ll tackle the topic of gatekeeping, its prevalence in the industry, and why it doesn’t have to be that way. If you find it difficult to access valuable information about starting and growing a business, stay tuned for this segment near the end.

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!

Before I jump into the main content of this episode, I want to tell you about our new FREE masterclass available only for a limited time. This masterclass will give you valuable insights into our: Flow: Master the rhythm of creating compelling content. Process: Understand the creative strategies used by the Joy Joya team. Speed: Accelerate your content creation process. By the end of the masterclass, you’ll have: A Simple Content Plan: For an entire month. One Full-Length Blog Post: Optimized for SEO. Four Email Campaigns: Inspired by the blog post. Twelve Social Media Posts: Repurposed from the blog post and emails. Feeling overwhelmed with content creation for your jewelry brand? Want to know how to save time and work smarter, not longer? Learn how to repurpose content efficiently and confidently using my proven methods. Don’t miss out! Visit myjoydeck.com/masterclass to access the masterclass now. The link will also be in the show notes. Get ready to transform your content creation game! But again, this is only available for a limited time.

Okay, let’s get into today’s episode, my Sparklers! Who wants to work smarter rather than putting in longer hours? I know that sounds good to me! I’d rather be playing with my dog or cooking a delicious meal than burning hours on marketing that can be done more efficiently. Can you relate to that?

The marketing landscape is vast, and there are so many things you know you should be doing: optimizing your ecommerce website, sending regular email campaigns, posting on social media, building your audience and brand awareness—the list goes on. To make matters more complex, there’s technology like AI that promises shortcuts but often feels overwhelming, right? At Joy Joya, my team and I have had to figure this out out of necessity. We don’t just have one jewelry business to worry about but many. Our attention is spread across multiple clients, each one deserving our full dedication. We have to work smart and can’t afford to spin our wheels. Efficiency and impact are key, focusing on the marketing activities that matter the most.

So where do you start? I know you might not want to hear it, but it all comes down to planning. That’s the foundation of working smarter rather than longer. You’ll need to invest some time upfront by thinking through your calendar for the next six months—or as far out as you can go. But having a plan, even one that might change, allows you to get more done and be more creative. We see the direct benefits of this every day in our agency. Clients who are decisive and work with us to get ahead of the calendar get better results, period. It seems simple, but when we know what’s coming, we have ample time to strategize and work efficiently. Conversely, clients who are more last-minute with their marketing tend to take longer and achieve less favorable results because decisions are made in the 11th hour. So the first step is having clarity about your business’s future and being super decisive. Take action sooner than you think you need to.

Next, you need to prioritize high-impact activities. This one’s tough because high-impact tasks often require more thought, intention, and sometimes risk-taking. For example, spending four hours on one Instagram Reel is low-impact. In contrast, implementing your Welcome Series for email marketing is high-impact because it leaves a positive first impression on new subscribers and remains in place for months. Working on low-impact activities rather than high-impact ones is often a form of procrastination for the work you know needs to be done, so try to push through that feeling when it arises. Content repurposing is a major part of our strategy.

At Joy Joya, we understand that content creation and storytelling can be time-consuming. You’re wasting time if you’re sitting around with writer’s block or unsure of what to say. We focus on creating one master piece of content and then repurposing it in multiple ways. We start with a well-written, detailed blog post based on a theme or story. If you’re not a natural writer, AI can help you outline your ideas. From there, you can create at least one email campaign and multiple social media posts—up to a dozen! You can even reuse the same images and graphics, ensuring your audience has a cohesive experience driven by story. If you want to know exactly how we do this, check out our new Content Repurposing Masterclass. It’s free and comprehensive because we want to empower you with all the tools you need. Visit myjoydeck.com/masterclass to access it now. The link will also be in the show notes. Batch your tasks If you’re someone who knows what you should be doing, or you’ve even figured out how to make repurposing work, but it always gets pushed aside or forgotten, batch your tasks! Task batching is the practice of grouping similar tasks together and completing them in one dedicated time block, rather than switching between different types of tasks throughout the day. Benefits: Increased Focus: By concentrating on one type of task at a time, you minimize distractions and the mental effort required to switch between different activities. Time Savings: Reduces the downtime associated with task switching, allowing you to complete similar tasks more quickly and efficiently. Consistency: Helps maintain a consistent output and quality of work, as you’re in the right mindset for the specific type of task you’re performing. Stress Reduction: Decreases the feeling of being overwhelmed by breaking down large tasks into manageable chunks and tackling them systematically. Examples of Task Batching in Marketing Content Creation: Dedicate a specific block of time to create multiple pieces of content at once. This could include blog posts, social media updates, email newsletters, videos, and more. Steps: Plan Topics: Outline the topics and key points for each piece of content in advance. Benefits: Allows for a continuous flow of creativity and consistency in your messaging. What do you think? Ready to work smarter, not longer? Let me know in a comment on YouTube or DM me on Instagram if this resonates with you.

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 talk about gatekeeping. If you’re not familiar with the term, gatekeeping refers to controlling access to information, resources, or opportunities, often by a select group. If you’re new to the industry, you might feel like valuable insights and best practices are kept within established circles, making it hard to gain competitive knowledge. Specialized training and certifications can also be expensive and often available only to those with connections. I see this happen often, not because people are intentionally mean, but because the industry is highly competitive. Those who have access or information are often afraid of losing what they’ve worked hard to gain, leading to a scarcity mentality in some areas. I’ve been thinking a lot about gatekeeping lately. While I’m not an expert in all areas of the industry, I’m committed to sharing everything I know about marketing. Consider this the anti-gatekeeping podcast! I’m an open book and want to share as much as possible with you. I’ll be honest and give advice that I follow myself. We aim to welcome you into our world, where consistency, strategy, intention, and storytelling always win over shortcuts and quick fixes. It’s important to me not to gatekeep because there are so many marketing gurus out there who promise quick riches if you buy their programs, claiming to have all the secrets. This is not only a form of gatekeeping but also deception. While there may be exceptions, 99% of people won’t achieve the promised success, much like buying a lottery ticket doesn’t guarantee you’ll win big. So, I hope this podcast is your anti-gatekeeping safe place. Have questions? Drop them in a YouTube comment or DM me on Instagram. I’m an open book! While I might not have all the answers, I’ll never withhold information. I’d love to hear your thoughts!

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 for a limited time, and by the end of the masterclass, you’ll have: A Simple Content Plan: For an entire month. One Full-Length Blog Post: Optimized for SEO. Four Email Campaigns: Inspired by the blog post. Twelve Social Media Posts: Repurposed from the blog post and emails. 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