How to Take Back Control of Your 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 #297. In today’s episode, I want to remind you that you are in control of your marketing. This message was inspired by a recent Instagram post highlighting some common frustrations faced by jewelry business owners, such as: Customers complaining about high prices Retailers operating on a consignment basis Algorithms limiting your reach Influencers asking for freebies These challenges, while annoying, do not define your business. Remember, you are in charge of your messaging and business decisions. You are not a victim. As a business owner, you have the power to shape your path. If something isn’t working for you, change it. Focus on what matters and aligns with your goals. Ignore the distractions and stay committed to your vision. Embrace the freedom and control that come with being a business owner. In this episode, I want to talk about some ways you can take back control of your business and marketing, even if you feel like all the “powers that be” are making that seem impossible. And in the GOLD MINE segment, I’ll chat about why getting in a groove is not necessarily a good thing, at least when it comes to your marketing.

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!

Applications for the Joy Joya Emerging Jewelry Brand Incubator Grant have officially closed! We’re thrilled to announce that this is our third grant cycle, and we’ve received a record number of submissions. A huge thank you to everyone who applied! We are currently reviewing all the applications, and six finalists will be selected for a Zoom interview with me. Notifications will go out by July 19th. Every applicant will also receive three months of free entry-level access to JoyDeck. If you missed the chance to apply or are curious about our innovative marketing approach with the new JoyDeck platform, don’t worry! We have a FREE masterclass available 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. Feeling overwhelmed with content creation for your jewelry brand? 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!

Okay, let’s get into today’s episode, my Sparklers! This topic is very personal to me because I used to feel extremely anxious about my business, especially in the early years. I constantly worried that everything could fall apart at any moment and that I might lose my business overnight if clients suddenly stopped coming. Then, in 2022, I watched an interview on Jay Clouse’s YouTube channel with Miss Excel, a TikTok content creator who teaches about Excel. She said something profound: as long as she believes in herself wholeheartedly, she never has to feel anxious about her journey. She emphasized that she is in control and that if she stops believing in herself, it’s all over. However, as long as she keeps believing in herself and consistently puts in the work every day, she remains in the driver’s seat. This mindset shift helped me realize that I am in control of my business’s success, and by maintaining self-belief and dedication, I can overcome anxiety and steer my business in the right direction. I recently came across an Instagram post ranting about the challenges jewelry business owners face. The comments were filled with people agreeing about how tough it is. I totally get it—being a business owner is hard. I’ve shared on this podcast before that having my own business is the most difficult thing I’ve willingly chosen to do. It challenges your mindset and can trigger deep insecurities. But at the end of the day, complaining won’t help you reach your goals—taking control will.

This weekend, I was inspired by an email marketing campaign from a goldsmith I follow. She has a personal, letter-writing style in her emails. She shared that she wasn’t accepted into a show she’s participated in for years because they wanted to give new people a chance. Instead of complaining, she viewed it as an opportunity to pivot. She informed her followers about the situation and proposed a new pop-up event, asking her subscribers where they’d like to see her. This proactive approach is a great example of steering the ship rather than lamenting setbacks. So what are some ways you can take back control with your marketing?

Get More Personal with Your Audience: Reach Out to Them One-on-One Send personalized thank-you notes or emails to customers after their purchase. Mail them a unique postcard a couple of times of year with a photo of your jewelry on the front Regularly check in with loyal customers to ask about their experiences and preferences. Ask for direct feedback on new designs or collections to make them feel valued and involved. Offer exclusive previews or early access to new collections for your top customers. Remember and celebrate customers’ birthdays, anniversaries, or other special occasions with personalized messages and offers.

Engage in Social Media Marketing on Your Terms Above all, do it in a way that doesn’t make you hate it – because that will come through. Create a content calendar that aligns with your brand’s voice and values, ensuring consistency and control. Use scheduling tools to plan your posts in advance, giving you control over timing and frequency. Engage authentically with your audience by responding to comments, messages, and mentions in a way that reflects your brand’s personality. Encourage customers to share photos of themselves wearing your jewelry, and feature these on your social media channels. Share behind-the-scenes content, stories about your design process, and insights into your brand to build a deeper connection with your audience. Practice Talking About Your Jewelry, Whether In Person or Virtually Develop and refine a concise, compelling “elevator pitch” that highlights the unique aspects of your jewelry. Host virtual trunk shows or live streaming events to showcase new collections and interact with customers in real time. Offer online workshops or webinars on jewelry care, styling tips, or the inspiration behind your designs. Attend industry events, both virtual and in-person, to practice talking about your jewelry and making connections. Look for opportunities to speak at events, podcasts, or webinars to build confidence and establish yourself as an authority in the jewelry industry.

Launch a Loyalty Program Design a tiered rewards system that offers increasing benefits based on customer spending or engagement levels. Provide loyalty program members with exclusive discounts, early access to sales, and special gifts. Offer additional rewards for customers who refer friends or family to your brand. Personalize the program with special offers tailored to individual customers’ purchasing habits and preferences. Keep members informed about their points, rewards, and upcoming exclusive events through regular emails or app notifications. Partner with an Individual or Brand for an Unexpected Collaboration Identify Partners: Look for potential partners outside the jewelry industry that align with your brand values and target audience. Unique Product Lines: Collaborate to create a limited-edition product line that combines elements of both brands. Joint Marketing Campaigns: Plan and execute joint marketing campaigns to leverage each other’s audiences and increase reach. Co-Hosted Events: Organize co-hosted events, whether virtual or in-person, to introduce the collaboration to both audiences. Storytelling: Share the story behind the collaboration through blog posts, social media, and press releases to generate buzz and interest. What do you think? How are you taking back control of your marketing? If you feel frustrated, it’s fine to vent every once in a while, but make sure you’re not getting caught up in that drama. You always want to keep moving forward in a positive way. 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 discuss mindset and staying on a positive path. One thing I often see is jewelry business owners getting into a groove with their marketing. While a groove can feel good, it can also lead to missed opportunities. Monthly reporting is crucial. Reviewing your email marketing, social media, and website metrics can reveal if something’s off or if unusual patterns are emerging. For instance, one of our clients recently experienced a steady decline in Instagram Reach. It wasn’t drastic but noticeable. We suggested a small tweak in her content, and she responded, “Oh, good catch! I forgot about that on Instagram because I was so in the flow of how I usually do my posts.” She is now adjusting her strategy, and we’ll monitor the impact. It’s easy to get caught up in daily routines and forget there are other ways to do things. Relying solely on old habits can cause marketing efforts to stagnate. It’s important to regularly assess and adjust your strategies to ensure they still align with your goals. So, what have you been doing for too long that needs a refresh? Now’s the perfect time to try something new, especially with the busy holiday season approaching. 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