What If You Have More Than One Type of Target Customer For Your Jewelry Business?

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 #290. In today’s episode, I want to tackle the question: what if you have more than one audience and target customer? Not every jewelry business’ target customer fits neatly into one box. Oftentimes, you’ll be speaking to customers who span multiple demographics, even if you serve a very specific niche. Crafting marketing messages that resonate across age groups, cultures, and preferences is both a challenge and an opportunity. Our goal as business owners and marketers in the jewelry industry is to recognize and value the differences among members of our target audience, bridging connections through understanding and respect. In this episode, I’ll be exploring strategies to segment your audience, craft universal yet personalized narratives, and utilize platforms effectively to reach varied demographics. You’ll learn how to ensure your brand’s voice is heard, understood, and cherished across the spectrum.

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!

Okay, let’s get into today’s episode, my Sparklers! If you’ve struggled to hone in on your marketing message because you have a few different categories of customers, then this episode is for you. How do you speak to multiple demographics and customer personas at the same time without losing sight of your brand identity? I’ll be tackling all that in this episode. Move beyond assumptions First thing’s first: when it comes to marketing to multiple audiences at the same time, moving beyond assumptions is necessary. Of course, it’s going to feel tempting to lean on preconceived notions about your target customer profiles, but doing so will often lead you astray. Instead, you’re going to want to directly engage with your audience and connect with customers who represent each of the different categories of your audience. Through avenues such as surveys, focus groups, and feedback channels, actively listen to their voices, gaining insights into their preferences, purchasing habits, and expectations.

Your audience is not one monolithic entity, and assuming that can get in the way of your brand being able to authentically connect with them on a personal level. I see jewelry business owners making a lot of assumptions when it comes to their marketing, for example: I don’t look at my email marketing, so none of my customers look at their email marketing. OR I don’t use social media much, so social media marketing isn’t necessary for reaching our audience. I only read emails on desktop, so my customers only read their emails on desktop. Since I don’t have any issues with accessibility, then my customers certainly aren’t using features like dark mode on their smartphones. I see a lot of sales around Valentine’s Day and Christmas, so there’s no need to push marketing at other times of the year. I love the luxury look and feel of our products, so all our marketing should target high-income customers only. I think discounts cheapen the brand, so our customers must be willing to pay full price all the time.

The common thread here is that many business owners make assumptions based on their own habits and preferences, and that can really get you in trouble and lead to a disconnect. And I just want to make a side note about ADA compliance, since I mentioned accessibility. Optimizing for diverse devices as well as user-friendliness reflects not only your commitment to inclusivity but also expands your reach to a wider audience, including those with limitations and/or disabilities.

Be authentic and intentional Authenticity should be at the heart of your efforts to speak to multiple audiences at the same time. It’s not enough for reaching each audience to be a checkbox on the agenda; it must permeate every facet of your marketing efforts. By authentically representing the myriad identities within our audience, then you can forge genuine connections that resonate on a deeper, more meaningful level.

Cultural awareness can also serve as a guiding principle in your marketing strategy. By acknowledging and celebrating holidays, observances, and traditions that hold significance for our audience, you demonstrate respect and deepen your connection with them. This awareness of what’s important to your audience should extend beyond surface-level recognition; it can involve actively engaging with and learning from diverse perspectives, enriching your understanding and enhancing your ability to connect authentically.

Leveraging events, sponsorships, and partnerships can provide you with invaluable opportunities to introduce our brand to diverse groups in meaningful ways. By collaborating with organizations that reflect the various audiences you aim to embrace, you not only broaden your reach but also deepen your impact, fostering genuine connections and amplifying your message in many different communities.

For example, collaborating with nonprofits that focus on social causes, such as women’s empowerment or environmental sustainability, can help a jewelry brand align its values with those of its customers, deepening emotional connections and enhancing brand loyalty. Thinking outside the box with collaborations can also yield surprising results. Partnering with businesses that cater well to audiences you’ve traditionally struggled to reach can open new doors and foster innovative approaches to marketing. Another example might involve partnering with artists from diverse backgrounds to create limited-edition pieces. This can attract their followers who might not have considered your brand otherwise. Such a collaboration can also highlight cultural stories or symbols that resonate deeply with different audiences. By embracing unconventional partnerships and exploring untapped markets, you expand your horizons and pave the way for inclusive, impactful marketing initiatives. Know that different members of your audience engage with content and platforms differently Recognizing the variety of channels through which different demographics engage with our content is crucial. Whether it’s social media platforms, traditional marketing channels, or emerging digital spaces, your approach must be adaptable.

For instance, while some members of our target audience may prefer Instagram, others may gravitate towards Pinterest. Understanding the unique strengths of each platform and the preferences of our audience on each is essential for tailoring our strategy effectively. You may also cater to individuals who may not engage heavily with social media at all. In such cases, adjust your approach by utilizing alternative channels such as email, print, or event marketing to ensure you reach and engage with them effectively. Which brands struggle the most? Heritage brands especially face unique challenges in staying relevant while honoring their legacy. Tiffany has notoriously struggled with this for years, trying to attract new customers without alienating their existing ones. In 2021, Tiffany’s “Not Your Mother’s Tiffany” campaign aimed to attract younger demographics but ended up offending older women by alienating them and failing to appeal to the intended younger audience, highlighting the challenges of multi-generational marketing in the luxury goods sector. Traditionally, luxury buyers were older, established individuals, but with Millennials and Gen Z showing a strong interest in luxury goods at earlier stages of their lives, brands now face the dilemma of creating messages that resonate across different age groups without being too generic or disrespectful. The backlash Tiffany faced underscores the importance of thoughtful marketing strategies that appeal directly to targeted demographics while maintaining brand appreciation among wider audiences.

So as a lesson to you, when you’re speaking to multiple audiences, it’s so important not to alienate one audience in favor of another. Again, this isn’t so hard when you’re a newer brand because you’re not fighting to stay relevant after many many years of being in business, but it’s still something to consider. Be careful about how a message of one segment of your target audience may land with another. Marketing to multiple audiences doesn’t mean marketing to everyone It’s important to understand that marketing to multiple audiences doesn’t mean you’re trying to market to everyone. Rather than casting a wide net just for the sake of it, your approach should still be thoughtful and targeted. Although you might initially focus on specific groups, you may find that your target audience naturally expands to include more than one type of customer over time. The ability to market to multiple audiences lies in genuinely understanding and embracing the diverse needs and desires of your audience. It will require continuous learning, adaptation, and empathy. As you strive to connect, resonate, and engage with the full spectrum of your audience, you’ll embark on a path of growth and innovation in the ever-evolving landscape of marketing. By embracing diversity, fostering inclusion, and amplifying authentic voices, you’ll not only create more impactful marketing strategies but also contribute to a more equitable and empathetic society. So what do you think? Do you struggle with speaking to multiple audiences at the same time? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

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 offer a gentle reminder to help guide your jewelry brand towards its unique essence. Often, I hear jewelry business owners expressing desires like, “I want to emulate X jewelry brand more” or “I wish my marketing resembled Y jewelry brand.” It can be puzzling because those brands are vastly different from theirs, and honestly, it’s unclear if those strategies they’re hoping to borrow even yield success. While drawing inspiration from others can sometimes be valuable, I advise against modeling your jewelry brand and your approach to marketing after industry peers. Especially considering how crowded the industry already is, it’s more beneficial to carve out your own path. Instead of fixating on others, focus on amplifying what makes your brand distinctive. Personally, I find it helpful to disconnect from similar businesses and media for a while. Don’t spend time looking at other jewelry brands on Instagram. By quieting the noise, you can tap into the essence of your brand, separate from any envy or comparison. Remember, customers won’t choose your jewelry because it mimics another brand. They’ll be drawn to you because of your uniqueness and the resonance of your mission and vision. Achieving this authenticity requires staying true to your core identity without diluting your message or straying from your purpose. I just wanted to share this brief reminder to encourage you to embrace your brand’s individuality wholeheartedly. The world needs more originals and less copy-cats. So how can you be doing more of that? Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts!

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And 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