By 2025 half of all retail sales will be ecommerce driven. Because of Covid the move to selling online has sped up even more. If you don’t know how to use social media marketing and ecommerce, you may be left behind.
“Omnichannel.” Customers expect to engage with you through all channels at the same time – website, social media, phone, text, email, in store. They may see a ring on Instagram or Pinterest that sparks their interest. Next, they may search for local jewelers online (you do have a website, don’t you?) to find your hours and location, give you a call, or live chat via your website. (Tip: Put your phone number prominently at the top of the page. Have a chat box “bot” pop up as soon as visitors click on your website). They may visit your store to check out what you have to offer while continuing to comparison shop online. You may close the sale over the phone, through email or text, or at your store. You must be active and proficient across the spectrum to engage your customers where they are or you will miss them.
Some Social Media Marketing Tips to “up your game”:
Stand out! Grab attention. Don’t be boring. Customers are exposed to thousands of images and ads daily on Facebook and Instagram feeds. It’s not enough to post a picture of a nice piece of jewelry. Take a striking photo, preferably video, both on a live model and showing close up detail of the piece from several angles. Photo quality and lighting should be very good (lots of light), but not look too “professional” or slick. Take pictures of your staff or customers (with their permission, or course) modeling the jewelry. (Tip: They don’t have to have bought it already! As they’re trying on a pair of earrings, compliment them. “These look so fantastic on you. Do you mind if I snap a photo and post on Facebook?” Encourage them to share with their friends for feedback.)
Headline is key. Take a tip from YouTube, another platform where you can also be regularly posting videos (for example, showing a custom ring being made). The thumbnail photo and headline are crucial. “Click bait” is the term for making the headline so compelling browsers have to click! Try a controversial statement (“Diamonds are NOT a girl’s best friend! Want to know why?….”), humor, an inspiring quote, or a confession (“I must confess, I rarely shop in jewelry stores…BUT…”) Tap into current trending topics (Search Google trends). Appeal to emotion. Tell a story.
Define your “avatar,” your key client profile. Who is your target customer? The better you understand them, the better you can appeal to them on social media. Are they Millennials? Gen Z? What’s their approximate income and price point? Are they self-purchasers? What’s their style – casual, street style, traditional? What are their hobbies? (outdoor adventures, yoga, cooking?) How important is socially responsible sourcing to them? Facebook appeals to an older demographic. For Instagram, tune into key “influencers” and take clues from their most popular posts.
Give value up front. The online counterpart to a free ring cleaning. Offer something of real value that establishes yourself as an authority. Give a free webinar that customers have to preregister for (you keep their email addresses) on “How to choose an engagement ring” or “The lore and lure of precious gems” or “How to care for pearls and precious gem jewelry.” Offer a free download of a paper ring sizer or chart of birthstones and traditional anniversary gifts.
Testimonials are gold. Collect quotes from happy customers (with permission to use them). Offer $100 credit to your top 20 customers for them to make a 15 second testimonial video you can post on social media.
Find a problem. Fix it. Help identify your customer’s problem and offer a solution. Are they overwhelmed with the prospect of finding an engagement ring and don’t know where to begin? Appealing to an underlying fear or anxiety and offering a simple, clear positive solution is a winning strategy.
Sales funnels. Social media offers millions of potential new customers. Reach out to a new larger base. (Tip: You’re not limited to your local area. Target a new national or international market). Funnel prospective customers through the steps of the purchasing process via targeted ads on Facebook and Instagram, leading them directly to a landing page with a specific unbeatable offer ($19.99 pearl earrings Black Friday special) where they can complete the sale with a few clicks. Gather data, especially emails and text phone numbers so you can regularly follow up with new leads generated.
Next time: Clinching the sale online through ecommerce. Websites and more!
