The Smart Lab: 7 Ways Social Media Impacts Your Jewelry Business

Columnist Emmanuel Raheb outlines the benefits of what he says is one of the most important channels in digital marketing.

Emmanuel Raheb eraheb@smartagesolutions.com

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.

Social media has totally transformed the jewelry business. It’s become one of the most important channels in digital marketing.

Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.

You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.

Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.

1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.

You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.

You can publicize store events or run special promotions.

Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.

2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.

If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.

Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.

3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.

Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.

This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.

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4. Engage With Your Audience
Social media allows you to interact with your audience on a deep and personal level. They can like, comment and share your posts, as well as ask any jewelry-related questions they might have.

You get to see who your audience is and can tailor your content directly to what they’re interested in. You learn about them as they learn about you.

5. Boost Your Brand Loyalty
People buy from businesses they know, like and trust.

To win in the jewelry business you must stay relevant and remain top-of-mind when the time comes for someone to purchase a gift or buy an engagement ring.

Social media gives you the opportunity to always remain in front of your audience. And when the time comes to buy, they’ll remember you! That’s brand loyalty.

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6. Track Your Competitors
Social media is also a window into your competitors’ business strategies.

Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?

Use this competitor intelligence to grow your business, as these are all clues to their success.

7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.

Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.

Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.

You have the perfect focus group with social media; they’ll tell you exactly what they want.

Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.