Episode #274 – “2 Essential Phases of Marketing for Jewelry Businesses”

Welcome to Episode #274. In this episode, we’re diving into the essential stages of marketing for jewelry brands and why it’s crucial to understand their distinctions.

I’ve noticed that many new jewelry business owners might not have a clear grasp of what marketing really involves, and that’s perfectly fine! I’m here to provide some clarity. First and foremost, let’s clarify that marketing is distinct from public relations and sales. While marketing can certainly support these functions, it operates differently. And if you want more on that, an entire chapter actually, check out my book Jewelry Marketing Joy.

But today on the podcast, I’ll explore the two primary types of marketing you’ll be engaged in for your jewelry business in the long run.

The first type is “Audience Building” Marketing. These are the marketing activities aimed at getting people to notice your brand. Imagine sending an email campaign to an empty subscriber list or posting on Instagram with zero followers – it wouldn’t yield much, would it? To make the second type of marketing, “Customer Relationship Building” Marketing, effective, you also need to be actively involved in”Audience Building Marketing.”

If you’re launching a new jewelry brand, you’ll likely dedicate most of your efforts to the first type because you need to attract those initial eyeballs and interest. Even if you’re an established jewelry business, you can’t afford to neglect “Audience Building” Marketing. You should continue to focus on attracting new audiences while nurturing relationships with those who are already interested.

Ready to understand marketing on a deeper level? Keep listening or watching as I explore the differences between Audience Building” Marketing and “Customer Relationship Building” Marketing. I’ll provide examples of both types and delve into why “Audience Building” Marketing can be super challenging, as well as what results to anticipate from your efforts.

Transcript: https://joyjoya.com/phases-marketing-jewelry

00:00 Start
3:39 Primary Episode Content
15:50 The Gold Mine

Episode #273 – “Email Marketing Design for Jewelry Businesses”

Welcome to Episode #273. In this episode, I want to discuss effective email marketing design strategies tailored specifically for jewelry brands. When we mention “graphic design” or the design aspect of digital materials, it’s common to associate it with aesthetics and making things visually appealing. However, in the context of email marketing, it’s less about making the email visually pleasing and more about designing it in a way that ensures successful email delivery, along with clear and swift presentation of essential information.

The primary goal is not only to secure a place in the recipient’s inbox but also to effectively communicate all the crucial details. According to a 2022 study conducted by Litmus, the average time people spend on an email is just nine seconds. This research revealed that approximately 30% of emails receive less than two seconds of attention, 41% are looked at for a duration of two to eight seconds, and only 29% are viewed for more than eight seconds. In essence, your email design needs to make a significant impact within the first two seconds of viewing.

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. This is actually our last podcast episode with Hilary as a guest! If you’ve enjoyed hearing the interviews from Hilary and would like more designer interviews in the future, let me know in a YouTube comment or podcast review. If you’re new to this series with Hilary, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, I’d like to discuss the constraints of email marketing design and explain why it’s not feasible or advisable to treat your emails as pieces of art. Additionally, I’ll delve into the current best practices for email marketing design in 2024 and cover other related topics.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Other Links From the Episode:
https://www.businessoffashion.com/case-studies/beauty/hero-product-franchise-tarte-nars-too-faced-shape-tape-concealer-orgasm-blush-better-than-sex-mascara/

Transcript: https://joyjoya.com/email-marketing-design-jewelry

00:00 Start
4:38 Primary Episode Content
16:47 Interview
28:57 The Gold Mine

Episode #272 – “Email Marketing List Health for Jewelry Businesses”

Welcome to Episode #272. In this episode, I’m excited to share one of my favorite jewelry marketing activities to kick off the new year – giving your email subscriber list a check-up!

In the world of jewelry marketing, the email list is like a lively and ever-evolving companion that needs some TLC from time to time. Just how often you should pamper it depends on its size – the bigger ones require more frequent spa days, while the smaller ones can enjoy a more casual check-in now and then. So, let’s dive into the world of email subscriber list rejuvenation!

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let’s talk about what it means to have a healthy email list, how to regularly manage email list health, and what actions you can take to improve list health if it’s looking a little under the weather.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Transcript: https://joyjoya.com/email-marketing-list-jewelry

00:00 Start
4:00 Primary Episode Content
19:13 Interview
31:38 The Gold Mine

Episode #271 – “3 Unconventional Pricing Strategies For Jewelry Marketing”

Welcome to Episode #271. As we enter the new year, I’d like to discuss unconventional pricing strategies that you might want to explore in 2024 and beyond. Many jewelry businesses tend to adhere to established pricing norms, and that’s perfectly fine. Some offer discounts, while others maintain fixed prices – whatever suits your business model.

However, today, I won’t be addressing these common pricing approaches. Instead, I’d like to focus on pricing as it relates to attracting new customers and enhancing your marketing efforts. You can continue selling your jewelry at the prices you’ve determined to be suitable, but I’ll show you how to leverage those prices strategically to benefit your business.

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let’s discuss some unconventional pricing strategies that you might not have thought about yet and explore how they can boost your marketing efforts this year.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

“17 Questions That Changed My Life” By Tim Ferriss
https://tim.blog/wp-content/uploads/2020/01/17-Questions-That-Changed-My-Life.pdf

Transcript: https://joyjoya.com/pricing-strategies-jewelry-marketing

00:00 Start
4:01 Primary Episode Content
20:52 Interview
38:43 The Gold Mine

Episode #270 – “Do These 3 Things for Jewelry Marketing Success in 2024”

Welcome to Episode #270. I’m excited to share some handy tips and insights to kickstart your year on a high note and keep that energy going strong! Last year, my episode #223, “Do These 3 Things for Jewelry Marketing Success in 2023,” was a hit, one of the most downloaded episodes I’ve released!

In this episode, I’ll quickly recap those three valuable tips because they’re still relevant. Plus, I’ll throw in three new ones that I believe are perfect for this year, especially with the upcoming marketing trends that are expected to pop up along the way. I’m here to set you up for success!

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we dive into our chat with Hilary, let’s quickly revisit the “3 Things” I suggested for marketing success in 2023 from episode #223. We’ll discuss why they’re still applicable, outline 3 top strategies for achieving marketing success in 2024, and explore how you can stay committed to your marketing efforts.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Transcript: https://joyjoya.com/jewelry-marketing-success-2024

00:00 Start
4:21 Primary Episode Content
17:28 Interview
34:48 The Gold Mine

Happy holidays and happy new year! I’m taking some time off, but I’ll be back with a new episode on January 7th. I hope you get some time to relax and make memories with loved ones!

TWO ANNOUNCEMENTS:

1. Joy Joya 2024 “Name Your Price” Emerging Jewelry Brand Incubator

Are you an emerging, independent jewelry brand looking for strategic digital marketing from Joy Joya? But you’re also worried that you simply can’t afford professional marketing support?

In 2024, we’re launching an “Emerging Jewelry Brand Incubator” for just 10 brands that will have the opportunity to “Name Their Price” for professional marketing services! We’re determined to make marketing support more accessible.

Nope, this is not a joke, and there’s no “catch”. We’re serious!

This initiative reflects our sincere dedication to making a significant impact – it’s our method for assisting your emerging brand in realizing its full potential and shining brighter than ever before. Applications close January 31st!

For more info, visit https://jewelrybrandincubator.com/.

2. Ticket giveaway to Halstead’s Jewelry Business Forum

Halstead’s Jewelry Business Forum is a digital conference created to empower small jewelry business owners. In a live webinar format, attendees will receive professional development in marketing and business skills while being inspired for the New Year. The dates are Monday 1/15-Thursday 1/18.

To enter to win your free ticket, visit the @joyjoyamarketing Instagram (https://www.instagram.com/joyjoyamarketing/), find the post for the giveaway, which should be posted right around the time this episode goes live, and follow the instructions there. To learn more about the forum, visit @halsteadjewelrysupplies (https://www.instagram.com/halsteadjewelrysupplies/) on Instagram.

Episode #269 – “Add This to Your 2024 Jewelry Marketing Strategy”

Welcome to Episode #269. Today, I want to talk about the power of events for jewelry marketing, and how figuring out your event strategy should be a major priority in 2024, if it’s not already on your radar. But before I talk about events, I also want to stress my special passion for email marketing and how it ties into this discussion.

The latest data reveals that email marketing delivers impressive results, boasting an average ROI of $45 for every dollar invested in Retail, Ecommerce, and Consumer Goods/Services. This holiday season, I’ve witnessed firsthand with my clients who have robust email lists just how dominant email can be in converting sales.

But how does this connect back to events, you might wonder? Well, to maximize the effectiveness of your email marketing endeavors, you need a robust subscriber list. Acquiring and nurturing this list isn’t a simple task. One effective approach is to venture out into the real world and participate in events. This way, your future fans can meet you in person, providing an opportunity to share their contact information with you. Whether or not they make a purchase at the event, they become valuable additions to your email list, enabling you to cultivate a lasting relationship with them over time.

We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I want to talk about the types of events you should be trying in 2024, how to collect email subscribers, and then what to do with those email subscribers once you’ve added them to your list.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

https://www.thisoldmarketing.com/will-gemini-be-googles-search-savior-405/

Transcript: https://joyjoya.com/events-jewelry-marketing-2024

00:00 Start
3:49 Primary Episode Content
17:13 Interview
31:56 The Gold Mine

Episode #268 – “How to Set Jewelry Marketing Goals for 2024”

Welcome to Episode #268. Today, I want to encourage you to begin setting goals for 2024, if you haven’t already started. This episode is designed to remind you that goal-setting in business should encompass more than just revenue targets. It’s about adopting a holistic approach to growth, focusing on various aspects of your business to ensure long-term sustainability.

Many business owners tend to set a financial goal and stop there, without a clear plan to achieve it or breaking it down into manageable steps. This approach can lead to frustration and disappointment. Success in business isn’t solely measured by financial gains; it’s also about building a sustainable, well-rounded organization. By overlooking goals unrelated to revenue, business owners might miss out on key opportunities for growth and fulfillment.

We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I’ll delve into the importance of setting business goals that aren’t solely focused on revenue. We’ll explore various examples of such non-revenue-related goals and provide guidance on how to select the right areas to focus on for your 2024 objectives. This will help you understand how a broader range of goals can contribute to the overall success and sustainability of your business.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/jewelry-marketing-goals-2024

00:00 Start
2:56 Primary Episode Content
17:23 Interview
33:16 The Gold Mine

Episode #267 – “Boost Instagram Engagement for Your Jewelry Brand”

Welcome to Episode #267. Today, I want to talk about how you can use Instagram as a customer experience channel. Using Instagram in this way is like turning the popular social media platform into a digital space where your business can interact with fans and customers in various engaging and friendly ways.

Imagine Instagram as a lively market where businesses set up colorful stalls (their Instagram profiles) to display their products and interact with people walking by (their followers and potential customers).

Unfortunately, many businesses use Instagram to simply broadcast their messages to people. They have a specific goal, usually selling a product, and expect that everyone who sees their post will be eager to purchase it. However, prioritizing customer experience involves taking the time to interact with customers and actively build relationships with them. The way people engage with Instagram is evolving; with an increasing emphasis on video content, it’s becoming more of an entertainment platform than a traditional social media platform. As a result, your content might be viewed by people who don’t necessarily like or comment on it. This shift requires a smarter approach to crafting a customer experience. Use Instagram not just as an endpoint, but as a starting point to encourage people to connect with your brand in various ways.

We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I’ll discuss when it makes sense for a jewelry brand to shift their focus to boosting customer experience on Instagram, some ideas for doing so, and how to use Instagram as a springboard for other marketing efforts.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/improve-instagram-engagement-jewelry

00:00 Start
3:37 Primary Episode Content
18:37 Interview
34:38 The Gold Mine

Episode #266 – “How to Filter and Prioritize Jewelry Marketing Ideas”

Welcome to Episode #266. Today, I want to dive into the process of sifting through your jewelry marketing ideas and zeroing in on those with the most potential to positively impact your business.

In Episode #265, we explored the importance of consistency in marketing. Consistency isn’t just about being regular; it requires focused effort, dedication, and strong belief in your approach. It’s common to feel enthusiastic about a multitude of ideas, eager to try them all. However, it’s crucial to recognize that attempting everything isn’t practical or beneficial for your business.

After you’ve brainstormed your marketing plans for 2024, I encourage you to revisit this episode repeatedly. It will guide you in carefully selecting and concentrating on a few well-chosen ideas, ensuring you execute them to the best of your ability.

We’ll be looking at this topic through the lens of Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I’ll discuss how to evaluate the risks and potential benefits of various marketing ideas. I’ll provide a detailed, step-by-step method to sift through these ideas, helping you prioritize effectively. Additionally, we’ll look at how you can continually refine your strategy and maintain its brilliance using all the great ideas you have.

Links From the Episode:
https://hilaryfinck.com/
https://www.instagram.com/hilaryfinckjewelry/

https://marketoonist.com/2023/11/break-through-the-clutter.html

Transcript: https://joyjoya.com/filter-jewelry-marketing-ideas

00:00 Start
2:51 Primary Episode Content
15:35 Interview
31:55 The Gold Mine