(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!”
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.