Marketing tips & trends from GN Diamond
Imagine that you’re shopping for a new mattress but you’re worried about being pressured by an in-store salesperson. You research extensively online so you can walk in informed and prepared. Every website you visit tells you their mattress is the best, so you turn to social media for more insight.
Finally, you find a brand with a friendly, responsive social media persona, an active following, images of satisfied customers, and glowing comments. You’ve made your decision: If all these people like this mattress, it must be the best.
It’s no different for diamonds and jewelry. From Boomers to Gen Z, consumers are vetting their purchases online by investigating brands and reading reviews. Which is why it’s critical for independent jewelers to build an active social media following.
Maximize Your Social Proof
More than generating a buzz, the marketing power of social media lies in its unique ability to generate trust in your brand. More powerful than advertisements and website copy, of which consumers are automatically suspect, social media can reveal what real people think of you. When followers are engaging positively with your posts, it sends a signal to others that your words can be believed.
This is the magic of social proof – the phenomenon where people do what they see others doing. While social proof might conjure images of lemmings in your mind, it’s actually part of humans’ highly evolved ability to determine what is trustworthy. If everyone else is buying that product, it’s fairly safe to assume it’s good.
A consistent social media presence automatically increases your social proof simply by showing that you are authentic. You can maximize your social proof by:
- Following and interacting with other users
- Responding quickly to comments and messages
- Sharing images of happy customers
- Highlighting positive reviews
Independent Jewelers Can Thrive Online
Don’t stress if you don’t have thousands of followers. Leverage the loyal customers and rave reviews you currently have to make other shoppers take notice. And, fortunately, there’s even more you can do to compete with online retailers.
GN Diamond offers convenient online training and support for brick and mortar jewelers to improve their marketing strategy. Learn how GN Diamond equips independent jewelers to compete with internet vendors at www.gndiamond.com and speak to a representative 7 days a week at firstname.lastname@example.org or 800-724-8810.