A product is more than just an object; it's an experience. Nothing illustrates this fact more than jewellery. When you think of jewelry brand, so many experiences spring to mind, like engagements, fashion, anniversaries, and holidays. You can find a design and gemstone for anything; the Birthstone jewelry brand is a popular example.
Thinking about your own needs as a consumer is the first step to crafting a customer-focused jewelry brand Marketing strategy.
How do you create these experiences with marketing? Visual storytelling is a game changer. Learn more in this creative marketer's guide!
Leverage the Marketing Power Of Instagram
Traditionally, jewelry consumers preferred in-store marketing experiences. Customers need time to browse and choose jewelry with intent. This involves interacting with sales associates and taking a close look at jewelry selections.
There isn't a substitute for in-person jewelry experiences, but you can optimize your jewelry marketing with social media marketing. After all, the online jewelry market is valued at over $36 billion. Thus, you can't grow your jewelry business without Internet marketing.
Jewelry translates best on image-based platforms like Instagram. Here, you can facilitate visual storytelling through compelling photos, video reels, and even live events like jewelry shows.
If you switch to an Instagram business account, users can purchase jewelry directly from your Instagram page.
The platform offers a pay-per-click payment model for small businesses. Users set a budget and pay per every impression and click.
You can also reach out to social Media influencers interested in brand ambassadorships. Bringing influencers into your brand story makes your brand more accessible.
Change Is Good In Visual Storytelling
Jewelry allows you to take creative chances. Craft jewelry marketing campaigns for holidays, anniversaries, and weddings.
For example, for the holidays, you could craft a story set in a snowy Aspen-like winter resort. Models wearing your jewelry brand could be seen interacting by a warm fire, exchanging presents under a Christmas tree, or taking a snowy walk.
Summer is the perfect time to showcase your summer waterproof watch collection, gold heart chains, and chunky yellow gemstone rings. You could tell a seaside story through photos and videos, inspiring people to treat themselves with a new bracelet and a vacation by the beach.
A Current Of Consistency
You don't want your brand to get lost in the story. Your storytelling must reflect your brand's vibe and messaging. A brand story can help here. You want consumers to connect with your brand's journey; consider weaving this journey into your Instagram's storytelling campaign.
For example, you could show your jewelry being made in the studio, introducing the team behind the craftsmanship.
Make sure you have a simple logo that consumers instantly recognize. If you're a new business, incorporate design elements that will make your brand more memorable.
Create a pathway to conversion in your story. For example, if you want to sell a new collection of emerald jewelry, you'll need to include a call to action in your content to buy premium emerald rings.
Help Your Jewelry Shine With the Right Story
Visual storytelling should be in every jewelry brand marketer's toolbox. Take note of these ideas, including social media marketing, brand consistency, and seasonal stories.
You can find even more creative tips and tricks in the blog.
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