Social media interaction is now woven throughout most Americans’ daily lives. 90% of Millennials, 77% of Gen X, and 48% of Baby Boomers are active social media users. Some spend an average of three hours per day scrolling and messaging.
The images, articles, and ads that users scroll past on Facebook, Instagram, and Twitter inform buying decisions more than ever. This is true even, or especially, for higher price and luxury purchases, as consumers research everything from couches to cars online.
Independent jewelers must take advantage of social media to get in front of prospects and guide their decisions, even without paid advertising. The key is to use your feeds to show the human face of your brand.
Showcase Your Values and Personality
The content you create for social media should be different from content for your website or newsletter because you can share posts up to multiple times a day. This gives you an opportunity to get highly personal, specific and creative with your messaging.
When visitors come to your social media profile, what would you like them to learn about you? Think beyond products and promotions to the values of your business and personality of your team, then communicate these through attention-grabbing images and captions.
For example, rather than sharing a generic photo of a diamond ring and writing: “We have the best deals,” share a photo of an excited customer flashing her new engagement ring and write: “We live to put smiles like these on every customer’s face!”
Don’t assume online retailers have the upper hand with social media marketing. If you are genuine and stay away from generic posts, social media users can quickly develop a bond with your brand that increases trust.
Gain a Social Assist with GN Diamond
“GN Diamond is dedicated to helping independent jewelers reach customers where they’re at, not just in-store,” says Asaf Herskovitz, CEO GN Diamond. “Our experts offer the latest sales and marketing training and support year-round to thousands of successful businesses across the country.”
Learn more about how the GN Diamond platform can help you expand your reach and close more sales at www.gndiamond.com, and speak to a representative 7 days a week at sales@gndiamond.com or 800-724-8810.
