Jewellers, if you’re not utilizing social media to its full potential, you should be!
Your target market is hanging around on social media, particularly Facebook, Instagram, and even Pinterest.
These are great platforms to showcase your premium products and high-end brands, and forge engaging connections with your audiences.
But what kind of content could you post on social media to help do this?
Here are five quick content ideas for jewellers:
1. Story-telling
I’ve said this before, but I’ll say it again: Humans love a good story. Actually, all great marketing involves some form of story telling! So what better than showcase the love stories behind the jewellery you have sold? i.e. the engagement stories, wedding stories, and even anniversary stories. How did the happy couple meet? How did they feel when presented with the ring? Do you have long-term customers who have been with you from the very beginning?
2. Share your jeweller expertise
One way to forge a loyal following on social media is to create content that helps you become the “authority” or go-to business in your industry/niche. One way jewellers could do this is to talk about the trends with jewellery. What’s ‘in’ right now? What are you seeing more of? What do you see becoming popular in the future? What makes your diamonds the highest quality? Any topic that shares your expertise with your audience!
3. Make it personal
Who is the face behind the store? If you’re a smaller jeweller (I’m not talking about Pascoe’s or Swarovski here), let your audience get to know YOU. Jewellery can be a very expensive investment, so who is the person who could be making this significant investment? This will help to build trust between your audience and your brand. Think about Michael Hill Jeweller: that is a huge well-known brand, but it’s made very personal because Michael Hill is the face of it. All of us kiwis (even those who aren’t customers) feel like they know ‘Uncle’ Michael to some extent. That is personalisation in action!
4. Collaborations
If a large portion of your sales are in wedding and engagement rings, think about doing a collaboration or giveaway on social media with another high-end business that could be related. For example, team up with a hotel, a restaurant, a wedding gown store, a photographer, or winery! Get creative. A collaboration can mutually benefit both businesses (and their social media followings!)
5. Testimonials
This goes without saying, but particularly if you’re doing custom orders, make sure you get testimonials from your happy clients and showcase them on your social media channels. A good idea is to turn them into an engaging, visually appealing graphic. Need to do some enticing? Give them a small reward for leaving a review on your Google Business page or emailing you a paragraph!
There you have it, five social media content ideas to get the ball rolling. Let me know if these helped!