One of my mentors, best-selling author Roy H. Williams, says marketing has one rule that cannot be broken: “The company that gets the most time from the customer gets the money.”
Why this rule especially applies to jewelers:
Buying jewelry is an emotional decision. People want to buy the right thing, the thing that says exactly what they want to say. Maybe it’s “I love you.” Or “I want to marry you.” Or even “I’d marry you all over again.”
And when the stakes are high emotionally, you want help from someone you trust. Someone you’ve bonded with. Not the cheapest thing you can find. When it comes to jewelry, this usually means finding the jeweler you’ve paid the most attention to or spent the most time with.
The best way to get more attention
What are some ways customers give you their attention? Sometimes it’s meeting them face-to-face around the community or in your showroom. More commonly, it’s through your marketing. They see or hear your ads, watch your videos, read your emails, look at your merchandise or interact with you on social media.
Now, social media is a bit of a sore spot for many jewelers I talk to. You work hard to take nice photography and post on social media. But outside of a few close friends, family, and customers, no one seems to care. And no one seems to like, comment, or share. You’re not alone.
Getting good reach organically on social media has become nearly impossible for businesses these days. The answer? Run ads. No, not boosted posts. Ads. Ads with a real budget. Ads with real reach and frequency. Ads for engagement rings, fashion rings, diamond studs, bracelets and all the other great stuff you offer.
And those ads can’t just be the merchandise. They need to communicate what you stand for. What you believe. That’s because people bond with brands that share their beliefs. And, people bond with businesses by interacting with their content.
That’s why we love social media advertising for jewelers. It does everything you think social media should do. Just not organically.
The secret power of jewelry ads on social media
If you’ve ever run a marketing campaign on radio or TV without putting enough budget into it, you’ve had the same problem most jewelers have on social media today. The organic reach of your social media posts is just about zero. Meaning you’re spending all this time to create content on social media that no one sees. It’s like running a radio campaign on a station no one listens to – in the middle of the night, once a week. In other words, you’re not getting enough reach and frequency.
Running ads on social media solves this problem. It amplifies the number of people who see your message. In a nutshell, it provides reach and frequency on two of the most powerful platforms in the world – Facebook and Instagram.
You can reach large numbers of people with a variety of customized messages often enough so they think of you when they’re finally ready to buy something. You can bring them back to your website over and over again until they’re finally ready to get in touch. And, you can advertise to people on your email list with new merchandise and special offers.
Ramping up your reach and frequency on social media goes a long way to getting customers to spend more time with you. And remember, the more time customers spend with you, the more likely they are to make their purchase with you when the time comes.
