Getting Curious About Your Jewelry MarketingLaryssa
Episode #262 – “Getting Curious About Your Jewelry Marketing”
Welcome to Episode #262. A common misconception I’ve observed among jewelry business owners is the belief in a single magical answer. They often feel that by following a specific X, Y, Z formula, they’ll achieve their sales targets seamlessly.
However, the reality is far from it. There isn’t a one-size-fits-all solution for success in the jewelry business. Through my interactions with diverse clients within this industry, I’ve realized that everyone’s journey to success is unique. The key is to navigate and discern this path, ideally sooner than later. And how do we do this? By probing, by inquiring, and not by waiting for some mystical answer to fall into our lap. It’s about mastering the art of asking the right questions, particularly when faced with the data before us.
In this episode, I want to shift our focus to the importance of curiosity and questioning, especially about data. It’s no secret that many solopreneurs in the creative field are magnetically drawn to aesthetics, whether it’s branding or intricate jewelry designs. However, the same folks might find themselves daunted by numbers, often presuming they lack the know-how. They may feel they’re missing out on some arcane formula or hidden key.
But let’s change that mindset! Instead of getting bogged down with every little data detail, embrace your inquisitiveness. Begin by asking questions, and let yourself explore freely. Embark on your journey of data discovery with an open heart and mind!
We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.
For even more of a primer on this topic, I suggest going back to Episode #233, which is all about Key Performance Indicators or KPIs.
Before we dive into our conversation with Hilary, let’s explore how you can become more inquisitive about your data. We’ll discuss what insights might emerge when you allow your curiosity to take charge and how you can take actionable steps based on this newfound knowledge—without the stress of being a data expert or having every answer.
Check out the transcript below.
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 7 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.
Laryssa Wirstiuk 0:34
Welcome to Episode #262. Let’s kick things off differently today with a thought-provoking quote. Journalist Warren Berger once remarked, “Knowing the answers will help you in school. Knowing how to question will help you in life.” A common misconception I’ve observed among jewelry business owners is the belief in a single magical answer. They often feel that by following a specific X, Y, Z formula, they’ll achieve their sales targets seamlessly. However, the reality is far from it. There isn’t a one-size-fits-all solution for success in the jewelry business. Through my interactions with diverse clients within this industry, I’ve realized that everyone’s journey to success is unique. The key is to navigate and discern this path, ideally sooner than later. And how do we do this? By probing, by inquiring, and not by waiting for some mystical answer to fall into our lap. It’s about mastering the art of asking the right questions, particularly when faced with the data before us. In this episode, I want to shift our focus to the importance of curiosity and questioning, especially about data. It’s no secret that many solopreneurs in the creative field are magnetically drawn to aesthetics, whether it’s branding or intricate jewelry designs. However, the same folks might find themselves daunted by numbers, often presuming they lack the know-how. They may feel they’re missing out on some arcane formula or hidden key. But let’s change that mindset! Instead of getting bogged down with every little data detail, embrace your inquisitiveness. Begin by asking questions, and let yourself explore freely. Embark on your journey of data discovery with an open heart and mind! We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception. For even more of a primer on this topic, I suggest going back to Episode #233, which is all about Key Performance Indicators or KPIs. Before we dive into our conversation with Hilary, let’s explore how you can become more inquisitive about your data. We’ll discuss what insights might emerge when you allow your curiosity to take charge and how you can take actionable steps based on this newfound knowledge—without the stress of being a data expert or having every answer.
Laryssa Wirstiuk 4:28
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. If you leave a review, I might read it on a future episode – please let me know what you think about this episode or about any other major takeaways you’ve had recently.
Laryssa Wirstiuk 5:00
Okay, my sparklers let’s get into today’s episode. This one is all about getting cute. Curious. So first, I want to answer the question, how can you become more inquisitive or curious about your data, even if you’re not a data expert, and even if you are a little bit intimidated by the numbers related to your marketing? Well, first, let’s talk about why this is so important to be data curious. We live in such an information rich world to the point that we are overwhelmed by information, actually probably drowning in information. So being curious about data becomes so crucial, because they can help you make better decisions, give you that competitive advantage, and ensure that you as a business owner or leader within your business, don’t get lost in that information overload. You can then be adaptable, and you can reduce risk as the world around you, consumer preferences, the marketplace changes so quickly. So let’s be curious. And let’s start to ask questions and make sense of what we’re seeing in our business.
Laryssa Wirstiuk 6:12
There are a lot of misconceptions that you have to be a data expert in order to understand and utilize information effectively. So these are just some misconceptions that I hear from jewelry business owners first, that it’s very complex, many believe that data is just complex. So they come to it already shut down. They don’t want to understand it, they can’t understand it. It’s beyond them. That is a misconception. There’s also this idea that you need, like exclusive, secret, expensive tools. That’s wrong, we can get data from some tools that we’re already using in our business, or if not, we can find free sources or even low cost sources that are available to the normal business owner not just to data experts, then there are people who say I’m just not a numbers person. Listen, I am guilty of this, I have said these words in my life. But when you do continue to say that you pigeonhole yourself, and you think that you’re just not naturally inclined toward understanding the data side of your business and your marketing. And you need to just step out of that mindset. Because if you went to elementary school and learn basic math, you can recognize patterns in your marketing, it does not require an advanced degree or advanced knowledge. The other thing is people get scared of data because they find it to be impersonal, that it’s disconnected from human experience, that it’s just so numbers driven, that it kind of overlooks the qualitative or subjective aspects of your business. That doesn’t have to be true, we can look at data in the context of what we know, intuitively about our businesses, and about our customers. And then some people think that data is just for corporations. So you probably believe, as a small business owner, or solopreneur, that I don’t have to pay attention to data, because only big organizations operate with data. And that is simply not true. So you if you can challenge these misconceptions, then you can really empower yourself and the people you work with, to engage more with data and leverage that for business growth.
Laryssa Wirstiuk 8:50
So how can you get more curious? I want you to adopt a learner’s mindset to know that when it comes to data in marketing, it’s okay to not know everything. Again, we are in data overload. The world is very complex. There is no one on this planet who knows all the things. So don’t hold that standard up to yourself, because you’re not going to know all the things. And most importantly, I want you to embrace questions. There’s so much value in asking, why, how? What if? Why is this happening? What does this mean? Get comfortable with asking questions, it doesn’t mean that you’re dumb or that you don’t know anything, it actually means that you’re smart and curious and inquisitive and that you’re noticing things about your business, and that is really the beginning place from which you can improve and make positive change. Also get comfortable with engaging with different data sources. Yes, of course, a thing like Google Analytics is very important, your social media analytics, very important. But there are so many other sources. Your customer feedback is a data point, let’s look at that, in the context of all other things, let’s take a really holistic view of your data. So don’t get caught up in your data just being like your Shopify dashboard, because there’s so much more beyond that, that you can be looking at. And there are so many online courses and workshops, even free ones, Google has a ton of resources to understand their analytics, even Shopify, your email marketing platform, you can even look at Meta, invest a few hours into yourself and into your business to understand how data works, even at the most basic level, and if you truly have no time, or no money to invest in such a thing, then work with a pro who can set up a data dashboard for you and at least point out which key performance indicators or KPIs are the most important for you to be looking at. So that at least you have some kind of like narrow view of what you can pay attention to, rather than trying to learn it yourself.
Laryssa Wirstiuk 11:19
So what are the insights that might emerge when you really let your curiosity take charge of how you approach change in your business and improvement in your business? I would say data is just like a big mine of gems. There’s so much hidden narratives and emerging trends waiting to be uncovered. They’re just as if you were going to look for like diamonds in a mine. And when you analyze that data with curiosity, it reveals insights that can help you with decision making, and even forecasting in the future. So to tap into that curiosity, I want you to just pick a single data point, let’s just start there and see what is it telling you. So in the interview with Hilary that’s coming in just a few minutes, one of the things that I looked at with her was her most viewed product categories over the past 12 months. So when I say product categories, I mean, like necklaces, bracelets, earrings, rings, etc. We want to understand, and this is not sales, this is just views on her ecommerce website over the past year, which product categories had the most views, the least views? And what is the order of that? Knowing that not only helps us understand how to present those product categories, not only on the website, but in email marketing campaigns, on social media. But it also brings up curiosity, me as an outside consultant helping Hilary approaching Hillary and asking her if what I’m seeing in the data matches her own experience with interacting with customers, if it matches the sales reports. So for example, if there was a big disconnect between what was most viewed and what was most sold, we would have to ask a lot of questions about that and see why is that happening? If there was a big disconnect between what was most viewed on the website, versus what gets the most engagement on Instagram? Again, we would have to get super curious about that. And wonder, well, that’s kind of interesting. Why is this happening? So just looking at the data. I’m not doing any crazy math formulas here. I’m not laying, you know, coming up with any sort of like projections. We’re just getting curious, trying to see patterns, having a conversation about whether this makes sense based on what we know, and what we can do with this information. And you’ll hear more about that when we talk to Hillary in a few minutes.
Laryssa Wirstiuk 14:19
I want you to explore patterns. You’re in the jewelry industry. You know what patterns are we have visual patterns, you can see patterns. I believe that’s true. So look at the numbers and say, or ask yourself, are there recurring trends, anomalies? You don’t have to be a data expert to see a pattern. You have to be a visual thinker, which I know you are. So pay attention to patterns in your business, and then see: are those patterns that we want to keep up? Or are those patterns that we want to break because they’re not actually serving our business? And then you want to try your best to draw connections. So how does one data point relate to another? And I’ll just give you one example of what I mean. So looking at your analytics, either through Google Analytics or even in your Shopify dashboard, you can see the average time that a visitor spends on your site. Okay, maybe it’s like two minutes, over the past 12 months, the average time is two minutes, and then look at the average order value or purchase amount. Do you see that those two have a correlation? Or are they not related? So maybe the longer or the higher your average time spent on site, you may see an increase in your average order value, or you may not, it’s really going to vary from one business to another. But those are the types of things where you can see relationships between one data point and another data point.
Laryssa Wirstiuk 16:01
So once you start getting curious and you feel comfortable about at least asking questions being inquisitive, how can you then take actionable steps based on what you find? Again, without stressing over the fact like, I’m not a data expert? I don’t have any, every answer, how can I move forward? It’s totally possible, you want to try your best to interpret what you find, again, you don’t have to be a data expert, you don’t have to be a marketing expert, just ask to the best of your ability. What does this mean for my business? And answer in a way that is just intuitive for you, if you’re noticing something, but you’re not able to draw a conclusion for it, just put a pin in that it might make sense later, once you have more information. Or if it’s really nagging you, then that’s a thing that you bring in an expert to help you with. And also with all the insights that you find you want to prioritize it. So is there something that feels like it needs immediate attention? Because it’s very concerning, or very confusing? Or is it just a curiosity that maybe you want to circle back to, but it doesn’t seem very important, it doesn’t seem to be negatively impacting your business. So make a priorities list of all the insights that you find. Once you know your priorities, you want to develop strategies, put action behind the things that you want to change, even small changes can lead to really big impacts. So again, just being curious, let’s say that we noticed that necklaces are our most viewed product category by a lot. But on our website, we’ve kind of buried necklaces in the navigation, it seems like it’s a little bit difficult to find necklaces, perhaps this small change, maybe moving it higher up or in a more obvious place and the navigation, highlighting it more prominently on the homepage, because that is what it seems that visitors want to see a small change like that could potentially make a big impact.
Laryssa Wirstiuk 18:20
But you need to remember, you’re not just going to make that change and forget about it, you’re going to see over time, if your curiosity, the small changes that you make, are actually leading to results. So it’s important to kind of track and monitor these things that you find in the actions that you take based on them. And please try to overcome your analysis paralysis. So again, you don’t need all the answers to make a decision. So much of marketing is about making kind of like a best guess, based on what you see. It’s not just a gut decision. But you have to kind of keep moving the needle to make progress in your business. So small changes again, like I said, trial and error in a data driven way.
Laryssa Wirstiuk 19:10
Coming up in our chat with Hilary, we’ll get curious about some of Hilary’s data and discuss how these insights and observations can potentially impact her marketing.
Laryssa Wirstiuk 19:22
Hey, Hilary, thanks for meeting today I’m excited to talk about kind of some more data based things around your business and how knowing the numbers like how it makes you feel or intuitively how it compares with like what you know about your customers.
Hilary Finck 19:37
Laryssa Wirstiuk 19:37
Let’s get started. Okay, so the first thing I was looking back at the past year, so over the past 12 months, one thing that I noticed was the most viewed product category on your website was necklaces. And I don’t know why I was surprised by that. Maybe it’s because I just you know, see your earrings or your rings on Instagram but it kind of surprised me and I was curious. if that was something you already know, and how does it match up with your sales data?
Hilary Finck 20:06
I was not surprised by that. Because I do every year or just periodically throughout the year I go ahead and like, you know, have QuickBooks put out a report for me that does show like the percentages of what my categories are selling. And necklaces are always the highest. And I think it has a lot to do with the orb necklaces. And then I just checked this morning on what it is to date, and necklaces in terms are over half of my sales.
Laryssa Wirstiuk 20:34
Yeah. Okay. Well, that makes sense. Yeah. Yeah, I guess maybe it’s just because of what I see from you on Instagram. But do you find that those things also get a good amount of engagement? Or necklaces? I mean, do you find that they get a good amount of engagement on social media? Or is it other products that tend to get more?
Hilary Finck 20:54
The orbs get, usually really great engagement. Yeah. And then like the diamond necklace that I posted a while ago, that gets good engagement. It’s more like people really, like, clear or like more like translucent or transparent types of pictures. And so I think that’s why the orbs blends so nicely to Instagram, because they just kind of set up perfectly.
Laryssa Wirstiuk 21:18
That makes a lot of sense. Okay, well, I’m glad it’s all it all matches up. Yeah, um, another thing that I thought was interesting in terms of website traffic, that the silver pieces get slightly higher views than just the gold collection. And I was kind of curious about how that compares with, like, what you’re promoting versus what actually is happening on the site?
Hilary Finck 21:40
Um, yeah, I mean, that was a little bit of a surprise to me, because I am going in a more fine route over the last year or two. And I feel like the majority of my pieces are with gold. But I have been hearing from a few clients lately that they’re really excited when I put out silver and that they would like some more silver pieces, just because it’s more in their price range. So I’ve definitely taken that into account. And I’m happy to make pieces and silver. So I just I think it’s I think it’s great feedback, because I want to make sure that people can own a piece of my jewelry if they want to.
Laryssa Wirstiuk 22:19
Definitely, yeah, that makes sense. And then from the all the collection pages on your website, the one with the most average time. So like how much time people are spending looking at the page it looks like captured was the one people spend the most time on, which is one of your two collections. And I was curious what you think about that,
Hilary Finck 22:40
that’s definitely less surprising. That’s the captured collection is my main. I mean, that’s, I think that’s how people know me. And that’s why people know my jewelry. And that is the bulk of my sales come from that collection. So that makes a lot of sense. And I promote it more anyway.
Laryssa Wirstiuk 23:01
So the thing that’s usually surprising to clients is when they find out which product has the most views, because it’s not often the one that like sells quickly or sells the most if you have more than one of them. And the one that it happened to be was captured Moonstone or charm had the most names and I’m curious what you thought about that.
Hilary Finck 23:23
Yeah, that is, that’s surprising, just because it’s it’s just one of many, you know, I mean, it’s so beautiful. But then I was thinking oh, right, I had a few of them in stock a while ago and so I created a banner for them on my website, you know, is one of the like main pictures that comes up when you first go to my site, and it was promoting the moonstone orbs and I had that up for two or three months. So I mean, I’m guessing that that’s what drove those numbers up. There was a pretty specific banner, I don’t usually do those banners for such a specific item.
Laryssa Wirstiuk 24:00
Right? That makes sense. We were also talking to Hillary today in our meeting about how looking at traffic and what people are viewing can also help guide like a product creation in the future. So maybe Moonstone is the thing you want to consider more of.
Hilary Finck 24:19
People do love those don’t and I do too and I do have a good Moonstone lapidary artists in India who I get them from and he can cut them for me most of the most of the time he I don’t know he’s funny about some cuts. It’s like kind of one of those things where like if he wants to, you know, which I totally if I totally understand that because I just want to make things that I want to make.
Laryssa Wirstiuk 24:45
But yeah, I could definitely get some more of those. One thing we were also talking to Hillary about was on her ecommerce site in the main navigation menu we were thinking through maybe we should have a shop by gemstone option because Her work is so focused, or at least the captured collection is so focused on like the beauty of the gems themselves themselves. So looking, thinking through that we wanted to look through what are the most popular gems that people are at least looking at. I don’t know if this matches like the purchase behavior. But what we saw is was Opal and then tourmaline. And I was kind of curious if that was like, surprising to you.
Hilary Finck 25:28
Opals, definitely not. And terminalling kind of sort of not that big of a surprise. I do a decent amount of custom work with tourmaline. When I get some nice tourmalines in I usually like put up pictures on Instagram and say, Hey, does anybody want some custom work, but then there are some that are left and I just make them for like, you know, my drops with my captured collection. But opals, no doubt people are still in love with opals. I hope they stay in love with opals, because I think they’re fabulous. And terminalling and Opal, and especially Opal are the stones that I plan on looking for when I go to the Tucson gem show this January.
Laryssa Wirstiuk 26:10
It must be nice to feel like you have some like guidance in in your shopping rather than just like, I don’t know what to pick what looks pretty.
Hilary Finck 26:19
Yeah, there’s guidance, but there. Oh, boy, you definitely do get sucked into what looks pretty too.
Laryssa Wirstiuk 26:25
I can see that. Yeah, I could totally see that. And there, that shouldn’t be a thing, because then that leaves you open to having some more like exclusive or limited edition stuff beyond like what you know, is going to be popular or any. Yeah. So we were also looking at demographics of website visitors. And I was very curious to know your reactions of. So 65% of people are from the US, that’s probably not too surprising. But Hillary gets a lot of global traffic, mostly from the UK, Canada, Australia, France, Germany, Italy. So I was wondering like what you thought about that?
Hilary Finck 27:07
I guess I’m surprised that from the US it’s, it’s not higher, I’m surprised that 35% is global. That seems like a lot to me. But maybe that’s maybe it’s not, I’ve never really looked at those numbers before. I do have some very good collectors in Australia and in the UK. So those two countries aren’t much of a surprise. And I’ve shipped to Italy, and then I shipped to Singapore and Mexico. And then I shipped to some Eastern European countries, but I the fret, the fact that like Germany and France comes up is a little surprising because I’ve SARS I can remember I don’t have any purchasing clients from those countries yet. But a lot of times when I put out a what do you put out a newsletter and then you can go on to Shopify, and it shows you real time views. And it’s it is fun to see, like who’s been on your site from around the world. So that is something that I look at from time to time.
Laryssa Wirstiuk 28:10
Yeah, it’s always cool to see that you have that global influence with your jewelry.
Hilary Finck 28:15
And that’s all Instagram. I mean, that’s just from people. I think that’s just from people finding me on Instagram. It’s such a, it’s just such a blessing.
Laryssa Wirstiuk 28:24
So one thing I was definitely surprised about, but it might actually connect to what you just said about Instagram is that most users to your site are between the ages of 25 and 34, which I thought was on the low end.
Hilary Finck 28:39
Laryssa Wirstiuk 28:41
And then 35 to 44 was the second highest and even that seemed low. You can tell me what your target audiences.
Hilary Finck 28:51
I mean, I just always thought it was like 40 and up 40 to 55. And so yeah, and it makes me now I just want to know so badly like, I wish I knew the ages of my customers. I mean, obviously it’s not something you can ask. But um Oh, and I’m just so curious now because you know, a lot of these people purchase from my site and I don’t I don’t know who they are like maybe they’re people that I chat with from Instagram, but so many I’ve never met I have no idea who they are. And I especially my repeat clients, I want to know, I want to know more about them. But yeah, the age. The age really surprises me.
Laryssa Wirstiuk 29:31
Yeah, it was surprising to me to I had to like do a double take when I saw those numbers because it wasn’t what I was expecting. I didn’t think no low
Hilary Finck 29:41
Why do you think the age is so low? Do you think it’s just no, no, that age surfs the internet a lot, or or? Because I’m not sure.
Laryssa Wirstiuk 29:48
Yeah, I’d have to kind of compare it with the demo of your Instagram followers. My guess is like you know, Instagram users tend to be older Gen Z millennial maybe people are finding you on Instagram and going to your website. It’s kind of hard to know. But that’s a hunch that I would have about it. And then also 71% are female. What did you think about that?
Hilary Finck 30:16
I think that’s great that there’s 30% Are men that also surprise me that there’s that many men searching for my jewelry? I think that’s great.
Laryssa Wirstiuk 30:26
Yeah. And that’s why Hilary needs to release some men’s stuff.
Hilary Finck 30:30
Yes, I mean, I’ve been I’ve had cufflinks on my list for like two years now. And well, I guess it’s time.
Laryssa Wirstiuk 30:38
Yeah. And then another thing Google breaks down, which this is kind of, it’s not like hyper accurate, but it does give you an idea of like, what people’s interests are like what else they’re browsing on the internet. And the interests of her website, visitors are media and entertainment, and movie lovers. And then food and dining and cooking enthusiast. And then third was home and garden and home decor, which I thought was kind of interesting.
Hilary Finck 31:10
This second to make sense to me, because I feel like people who are into food and dining, I feel like that means they have like expendable income, right. And same with home garden and home decor. If you’re into those things, you probably have a little bit of extra money to throw around from time to time. So then you can do it with for jewelry two. Plus, I love to garden and I have a vegetable garden and I have roses in my backyard. And I post those pretty regularly in my stories. And I do have like some conversations with some other people that love to garden that we kind of like, all follow each other and comment on each other’s you know, flowers and things like that. But the first category I was like, but media and entertainment and movie lovers like how everyone does it.
Laryssa Wirstiuk 31:59
Ya know? That seems like a cop out.
Hilary Finck 32:05
Yeah, that was funny to me.
Laryssa Wirstiuk 32:06
Just talking to you today. I’m like, Hmm, maybe we need to do like a customer survey or something of like your top collectors just so we could actually learn more about them, you know.
Hilary Finck 32:19
Would love to know more about them. And I, I’ve always wanted to, but I think what I’ve heard from just different people I’ve talked to is that it’s really hard to get a good number of responses to have the data mean anything. But sometimes it’s nice, we’ll maybe even just like five people fill it out. And then I just know more about those five clients.
Laryssa Wirstiuk 32:41
I agree, it could be hard to get a good, like average kind of sample. But even just to your point, knowing even a five of your clients better would help you understand a little bit more in general, because I’m sure they share some kind of characteristics with like other people who are attracted to your jewelry.
Hilary Finck 33:01
Yeah, and the clients that I do know, I have to say it’s really, I don’t know how it is for other types of industries. But I think it’s really, really fun to know your jewelry clients just because jewelry is so personal and so meaningful. And it’s really fun for me like when I was just in Santa Fe Ann’s house a few weeks ago for my birthday, one of my collectors who listened to house she had us over for brunch. And I had never met her that we only like message email or Instagram and it was just like, it was so lovely to have that closer connection with one of my clients. So I love I love getting to know my clients.
Laryssa Wirstiuk 33:40
What a cool experience. I like that.
Hilary Finck 33:43
It was really.
Laryssa Wirstiuk 33:45
So basically if you’re one of Hilary’s clients and you’re listening to this you should invite her to brunch.
Hilary Finck 33:55
Hey, you know, I’ll travel wherever it’s all travel expenses. Yeah, exactly.
Laryssa Wirstiuk 33:59
Write it off for the well, being salary was fun going through some of these interesting facts. And it definitely gave me some new ideas also.
Hilary Finck 34:11
Yeah, I thought it was really really interesting finding this this information. Yeah, it’s pretty cool.
Laryssa Wirstiuk 34:16
What did you think about the interview? Are you excited to follow Hilary on this journey? I highly encourage you to check out Hilary’s website hilaryfinck.com and follow her on Instagram @hilaryfinckjewelry. Link in the show notes as well. Let me know in a podcast review or YouTube comment what you think about this new journey. Okay, let’s get into THE GOLD MINE. 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. Let’s get into this week’s GOLD MINE! I recently had the privilege to attend the Istanbul Jewelry Show in Turkey, where I moderated a panel on “Secrets to Success In Social Media and Digitalization in The Jewelry Industry”. This panel featured five distinguished influencers from diverse jewelry niches globally and the CEO of Arpas. I’ll put the links to all their social media handles in the show notes if you’re interested in checking out their content. Throughout my career, I’ve interacted with many jewelry influencers, but sharing a stage with five of them was a unique experience. What struck me was their fervor and professionalism in representing brands and ensuring they resonated with their followers. These individuals are not merely dabbling in social media; they are dedicated professionals who understand their audience’s pulse. Their commitment is evident in how meticulously they curate content and uphold best practices. During our discussions, I realized the irreplaceable role influencers play in today’s digital age. While the term “influencer” often carries negative connotations due to inauthenticity and various controversies, these professionals exemplify the authentic and positive impact influencers can make. In the jewelry domain, they weave narratives and evoke desires in ways many brands can’t. Their audiences eagerly await their content, a testament to the passion they infuse even on digital platforms like Instagram. There’s a wealth of insights we can glean from them, irrespective of our stance on influencer marketing – and whether or not you choose to partner with influencers in your marketing strategy. Reflect on this: Who influences you? What captivates you about them? Can you channel some of that allure in your own branding? Perhaps it’s time to be the influencer of your own brand’s narrative. What did you think? Let me know in an Instagram DM, podcast review or YouTube comment.
Laryssa Wirstiuk 41:02
Did you have any questions about today’s episode? You can always email me Laryssa at firstname.lastname@example.org. 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