Are you frustrated by the Instagram algorithm? I know the answer to that question is “yes”. If you’re like most jewelry brands, then you’re probably wondering why your posts are getting seen and liked by so few people. I understand that it’s super frustrating to plan and create awesome content that doesn’t get noticed.

You may already know that the best way to boost your engagement (your number of likes, comments, shares, and new followers) is to be an active member of the platform. In order to boost your engagement, you also have to be engaging and engage with other users as well.

According to a recent blog post from Later about how the Instagram algorithm works in 2021, “consistently showing up on Instagram is so important.
It sends positive signals to the Instagram algorithm – and gives your audience more opportunities to interact with your content.” Okay, but what does that really mean? I’ve had a few different clients ask me this same question over the past few weeks, so I thought I would share my answer in a new episode. Watch for more information.

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.

Who doesn’t like free stuff? I can guarantee that your customers would surely appreciate it. In honor of the upcoming Thanksgiving holiday, we’d like to celebrate the spirit of giving. When was the last time you gave back to your followers and customers as a way of showing your appreciation? Hosting a giveaway can be one way to demonstrate your thanks. Watch this video to find out how to do it successfully.

In branding and marketing, color is so important because it can trigger powerful emotions and help solidify memories. When used strategically and with great care, color can also encourage certain behaviors; for example, red can captivate someone’s attention, but it can also incite a negative reaction. In this video podcast episode, we’ll be discussing how you can use color to your benefit in jewelry marketing.

According to data from Campaign Monitor, more than 116 million emails get sent on Black Friday alone. Can you remember Black Friday 2019 and how many emails you received from brands you follow? Today’s consumers are bombarded by emails not only on Black Friday but every day. Even if you’re not planning to participate in traditional Black Friday and Cyber Monday promotions this year, you’re still going to need to differentiate yourself through email.

Did you know that nearly 50% of subscribers decide to open a message based on the subject line (https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/)? The first step to getting a subscriber to read your email is to get that subscriber to open your email. Otherwise, nothing else matters: forget your amazing coupon code and say goodbye to the time you spent crafting amazing copywriting and calls to action. Arguably, your subject line matters more than any other aspect of your email campaign.

Watch this episode to discover how to write the best subject lines ever.

In celebration of the Halloween holiday, I’m shocking you with something spooky: the worst jewelry marketing vampires of all. They drain you of all your time and money, even when you think you’re doing all the right things with your marketing. These vampires can eventually make you lose faith in marketing, so you think twice before trying new marketing initiatives in the future.

Once you’re aware of these vampires and know how to identify their energy-sucking power, you can take steps to avoid them and use your marketing budget and your time more efficiently. You won’t need garlic or a wooden stake, but you will need a vision and a plan. You’ll also need the confidence and fortitude to stand up to them as you face all the challenges associated with growing your jewelry business.