Do you often find yourself deciding on your jewelry brand’s social media post content the day that you’re going to post it? If you’re currently following this approach, then you’re likely experiencing one of two common problems: either your feed looks unplanned and lacks visual cohesiveness, or you’re missing out on opportunities to connect your social media strategy back to your overarching business and marketing strategies. To squeeze the best results from your social media marketing efforts, you’ll need to be planning your posts at least two weeks but ideally one month ahead of time. Watch this episode to discover how to get your planning under control.

After a rather abysmal, confusing, and challenging year, most jewelry business owners have high hopes for 2021. They’re starting the new year with bright eyes and a renewed commitment to their digital marketing strategies.

What can we expect from the coming year? Where should you be investing your marketing dollars, and how should you be redistributing your budget? Based on industry trends and our own experience, we’ve put together five jewelry marketing predictions for 2021. Watch this episode for more information.

I recently stumbled upon a really interesting quote by Josh Hayes from Liftoff, a company that helps ecommerce brands optimize their mobile apps. In a blog post, Josh says, “Creatives aren’t a beauty contest, so let performance drive your ad appearance decisions. Oftentimes, the best performing creatives run counter intuitive to what we might think because they aren’t necessarily the most aesthetic. We see this time and time again.” (Source: https://liftoff.io/blog/4-quick-wins-improving-mobile-marketing-campaign-performance/)

I completely agree with Josh’s assertion about “creatives”, which are the photos and videos that brands use in their Facebook and Instagram ads. When I build an advertising campaign for a client, I’m not necessarily looking for the client’s most beautiful photo and video assets. In fact, the beautiful photos are usually the ones that perform the worst in advertisements. They tend to look too polished. Listen to this episode for more information about why jewelry marketing is not a beauty contest.

A hot-of-the-presses report titled “Adobe Analytics Holiday Forecast 2020” predicts that 42% of shopping will be done from smartphones this holiday season. Furthermore, the report states that “smartphone shopping dollars will grow by 55% YoY this season” and that “$28.1B more will be spent on smartphones this year”.

If your jewelry brand’s website isn’t optimized for an ideal mobile browsing and shopping experience, then you could potentially be missing out on critical sales. If your website is built on Shopify, then you’re likely ahead of the game, since many Shopify themes are fully responsive, meaning they adjust for any screen size or resolution. It may be too late in the year to completely overhaul your website, but you can make some small changes that will immediately improve the mobile experience. Watch for tips.

In conversations with my clients, I often use the phrase “customer touchpoints”, but I realize that “touchpoints” is a vague, catch-all term that could probably use some clarification. What are customer touchpoints exactly, and why is it important for your jewelry brand to remain consistent across all of them? In this video, I’ll explain where to find touchpoints and why they matter.