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Use Social Media to Bond with Customers Stay in Touch Digitally While Promoting Your Brand

If you are genuine and stay away from generic posts, social media users can quickly develop a bond with your brand that increases trust.

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(PRESS RELEASE)Social media interaction is now woven throughout most Americans’ daily lives. 90% of Millennials, 77% of Gen X, and 48% of Baby Boomers are active social media users, some may spend on an average three hours per day scrolling and messaging.

The images, articles, and ads that users scroll past on Facebook, Instagram, and Twitter inform buying decisions more than ever. This is true even, or especially, for higher price and luxury purchases, as consumers research everything from couches to cars online.

Independent jewelers must take advantage of social media to get in front of prospects and guide their decisions, even without paid advertising. The key is to use your feeds to show the human face of your brand.

Showcase Your Values and Personality

The content you create for social media should be different from content for your website or newsletter because you can share posts up to multiple times a day. This gives you an opportunity to get highly personal, specific, and creative with your messaging.

When visitors come to your social media profile, what would you like them to learn about you? Think beyond products and promotions to the values of your business and personality of your team, then communicate these through attention-grabbing images and captions.

For example, rather than sharing a generic photo of a diamond ring and writing “We have the best deals,” share a photo of an excited customer flashing her new engagement ring and write “We live to put smiles like these on every customer’s face!”

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Don’t assume online retailers have the upperhand with social media marketing. If you are genuine and stay away from generic posts, social media users can quickly develop a bond with your brand that increases trust.

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SPONSORED VIDEO

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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