What Is a Marketing Strategy, Really? (And Why You Need One for Your Jewelry Business)
Episode #322 – What Is a Marketing Strategy, Really? (And Why You Need One for Your Jewelry Business)
You’ve probably heard the term “marketing strategy” before, but what does it actually mean? It’s one of those vague buzzwords that gets thrown around a lot—so today, we’re breaking it down.
In this episode, we’ll explore:
✨ What a marketing strategy really is (without the jargon)
✨ Why it’s essential for your jewelry business—even if you’d rather be at your bench creating
✨ How a simple SWOT analysis can give you instant clarity on what’s working, what’s not, and where you should focus your efforts
✨ Real-life examples of jewelry brands that transformed their marketing by working smarter, not harder
Plus, in The Gold Mine, I’m sharing a behind-the-scenes look at my own content strategy process, including how I reevaluate my approach each year to keep things fresh and avoid burnout.
If you’ve ever felt lost in your marketing or unsure where to start, this episode will give you the roadmap you need to move forward with confidence.
🔗 Join JoyDeck’s FREE 30-Day ‘Perfect Your Jewelry Brand’ Challenge: https://myjoydeck.com
Let’s get strategic! 🚀
Transcript
[00:00:00] You've probably heard the term marketing strategy before, but what is a marketing strategy anyway? It's kind of a vague term, right? Today, I'm going to break it down—what does it actually look like, and how do you get from Point A to Point B in your jewelry business?
I'm Laryssa Wirstiuk, and for the last eight years, my women-run marketing agency, Joy Joya, has been helping jewelry brands thrive. I'm here to help you toss aside the one-size-fits-all playbook and create a unique marketing strategy so your brand can shine in a Sea of Sparkle.
Alright, let's jump in, Sparklers!
What Is a Marketing Strategy?
[00:00:47] Strategy can sound as mysterious as those corporate buzzwords we all kind of hate—like "synergy," anyone?
In simpler terms, a marketing strategy is your brand's compass for:
✔️ Finding the right customers
✔️ Sharing your unique story
✔️ Boosting sales and loyalty
It's your guiding light—and fortunately (or unfortunately), you, as the business owner and visionary, are uniquely qualified to create it.
Sure, we’re all marketing something, but jewelry is ultra-visual, emotionally driven, and often considered a big investment—because let’s face it, it’s not an everyday “essential” purchase for most people.
That’s why your strategy must highlight:
✨ Sparkle – The unique beauty of your pieces.
💖 Sentiment – The emotional connection jewelry holds.
🤝 Trust – Building customer confidence in your brand.
Why You Need a Strategy—Even if You're "Just a Creative"
[00:01:47] If you’d rather be at your bench all day designing and making jewelry, you might balk at the idea of strategic planning.
But that very reluctance is what can hold your business back. When you have a strategy, you gain:
✔️ Consistency in Brand Messaging
No more random posts or promotions—your storytelling, visuals, and messaging line up seamlessly across every platform. Customers know what to expect from you and develop a strong emotional connection.
✔️ Efficiency in Budgeting
Marketing can eat up resources fast if you're not sure where you're heading. A strategy helps you spend wisely by directing funds (and energy) to the channels that actually resonate with your audience.
✔️ Clarity in Reaching Your Ideal Customers
Without clarity, you’re just broadcasting to the world without truly connecting. A focused strategy pinpoints your audience—those most likely to appreciate your artistry—and tailors your messaging to speak directly to them.
Tangible Results: What Strategy Actually Changes
[00:03:19] The benefits of having a marketing strategy go far beyond just feeling "organized":
✅ Fewer, but more impactful marketing campaigns
✅ Cutting out wasted spending on initiatives that don’t align
✅ More time to focus on designing and selling jewelry
We see this happen every day with our clients.
Take, for example, a jewelry brand that let us develop a social media strategy for them. Within just one month, we doubled their reach and boosted engagement—all while cutting the amount of content they were posting in half.
Sounds like magic, right? But it’s really just about:
📊 Analyzing data
📌 Assessing brand strengths
🎯 Clarifying goals
📝 Taking a measured, systematic approach
When you have a well-defined strategy, you’re not just doing marketing—you’re shaping your brand’s story, connecting with the right customers, and setting yourself up for sustainable growth.
Where to Start: SWOT Analysis
[00:04:52] If you're wondering, “Where do I even start?”, my go-to starting point is SWOT analysis—a simple yet powerful tool that ensures you’re not staring at a blank page.
SWOT stands for:
✔️ Strengths – What sets you apart? (e.g., unique design, loyal customers)
✔️ Weaknesses – Where are you struggling? (e.g., inconsistent branding, lack of engagement)
✔️ Opportunities – What external factors can help you grow? (e.g., new trends, upcoming holidays)
✔️ Threats – What external challenges should you be aware of? (e.g., rising material costs, algorithm changes)
If you don’t know your email open rates, that’s a weakness—because missing data = missing opportunities for improvement.
How SWOT Helps You Take Action
[00:07:32] The beauty of SWOT is that it naturally sparks ideas for next steps.
For every weakness, you’ll think:
💡 “How can I fix this?”
For every opportunity, you’ll note:
💡 “I should explore this further.”
By the end, you’ll have a list of actionable tasks, prioritized by their impact on your business.
📌 Example: A Mini SWOT for Email Marketing
Strengths:
✔️ Engaged email list
✔️ Compelling storytelling
Weaknesses:
❌ No segmentation
❌ Inconsistent design
Opportunities:
✔️ Targeted campaigns for specific shoppers
✔️ Personalized email experiences
Threats:
❌ Competitors offering exclusive perks
❌ Changing email regulations
💡 From this, clear action items emerge:
📌 Segment your list
📌 Refresh your email templates
📌 Stay up-to-date on best practices
Core Elements of a Jewelry Marketing Strategy
[00:10:19] Think of your marketing holistically—it’s an ecosystem where all pieces must work together.
The four key elements:
1️⃣ Brand Identity & Positioning – The DNA of your business (boho-chic? High-end bridal?)
2️⃣ Target Audience & Persona – Beyond demographics—what lifestyle, values, and emotions drive their purchases?
3️⃣ Storytelling & Messaging – The “why” behind your pieces—because jewelry is an emotional purchase.
4️⃣ Marketing Channels – The platforms you use to connect (Instagram, TikTok, email, in-person events).
Common Myths About Marketing Strategy
[00:13:51] MYTH #1: "Marketing strategy is only for big brands."
✅ TRUTH: Small, indie brands need it more than anyone to stand out in a Sea of Sparkle.
MYTH #2: "Posting on Instagram when I feel like it is enough."
✅ TRUTH: Inconsistent efforts = inconsistent results. Strategy keeps you on track.
MYTH #3: "Strategy stifles creativity."
✅ TRUTH: A clear framework frees up your creative energy because you know where you’re headed.
Final Takeaway
[00:14:37] Your marketing strategy is a treasure map for your brand.
With the right plan, you’re going to find your ideal customers and watch your business grow.
💡 Have you mapped out your marketing? What’s working (or not working) for you? Let me know!
📢 Enjoying this podcast?
✔️ Subscribe & leave a review on Apple Podcasts
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🔗 Learn more about digital marketing: Get my book Jewelry Marketing Joy at joyjoya.com/book