The Smart Lab: 7 Ways Social Media Impacts Your Jewelry Business
Columnist Emmanuel Raheb outlines the benefits of what he says is one of the most important channels in digital marketing.
![Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com. 2021_Emmanuel-Raheb.jpg](https://uploads.nationaljeweler.com/uploads/0d04aaa307287416c13c7f51ea9c863a.jpg)
Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.
You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.
Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.
1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.
You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.
You can publicize store events or run special promotions.
Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.
2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.
If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.
Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.
3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.
Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.
This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.
4. Engage With Your Audience
Social media allows you to interact with your audience on a deep and personal level. They can like, comment and share your posts, as well as ask any jewelry-related questions they might have.
You get to see who your audience is and can tailor your content directly to what they’re interested in. You learn about them as they learn about you.
5. Boost Your Brand Loyalty
People buy from businesses they know, like and trust.
To win in the jewelry business you must stay relevant and remain top-of-mind when the time comes for someone to purchase a gift or buy an engagement ring.
Social media gives you the opportunity to always remain in front of your audience. And when the time comes to buy, they’ll remember you! That’s brand loyalty.
Social media is also a window into your competitors’ business strategies.
Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?
Use this competitor intelligence to grow your business, as these are all clues to their success.
7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.
Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.
Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.
You have the perfect focus group with social media; they’ll tell you exactly what they want.
Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.
The Latest
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It’s the Signet-owned banner’s first location in Georgia.
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Commemorate “brat summer” with these green hoops.
![The skyline of downtown Providence, Rhode Island. Jewelers of America held one of its Multifacted Learning Workshops there on July 17 and National Jeweler Editor-in-Chief Michelle Graff tagged along. Stock image of Providence, Rhode Island, skyline](https://uploads.nationaljeweler.com/uploads/4ec5b02d4cbaaaa2283bdcf6820950a4.jpg)
Editor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
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As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Sponsored by Gemological Institute of America
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Earlier this month, online giant Amazon and the Better Business Bureau filed a joint federal lawsuit against ReviewServiceUSA.com for allegedly selling fake reviews, both positive and negative. Amazon package outside door](https://uploads.nationaljeweler.com/uploads/27fce4225a38900d54a5536ce523a22d.jpg)
They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
![A shot of the Venetia diamond mine in South Africa, owned by De Beers Group. The diamond miner and marketer saw revenue drop 21 percent and rough diamond sales decline 20 percent in a “weak” market for diamonds. De Beers’ Venetia diamond mine](https://uploads.nationaljeweler.com/uploads/a1f16ceaaba662e80385166060d192a7.jpg)
Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
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GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
![A malachite and diamond bracelet from Pomellato’s “Pom Pom Dot” collection, launched earlier this year. Pomellato and Boucheron were bright spots for Kering in an otherwise underwhelming first half of the year. Pomellato Malachite Pom Pom Dot bracelet](https://uploads.nationaljeweler.com/uploads/3c237b62e009742fc52487097daf3c5a.jpg)
The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
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The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
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Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
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The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
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Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
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Los Angeles-based Bradlei Smith was selected for this year’s award.
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The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
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The giveaway is part of the New England jeweler’s summer bridal event.
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The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
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The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
![Ghazi Osta, better known as Gus, was the owner and president of Volusia Gold & Diamond, a store he and his wife, Leigh Osta, opened in 1986. He was shot and killed inside the store Friday afternoon after a brief argument with a regular customer. (Photo courtesy of Volusia Gold & Diamond Facebook page) Ghazi “Gus” Michel Osta](https://uploads.nationaljeweler.com/uploads/c8c1fa3df746cbd364915a98dcac9d21.jpg)
Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
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The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
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Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
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Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
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The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
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Dance all night long with the “So Move Max” set’s necklace.
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Luxury giant LVMH is reshuffling the leadership in its watches division.
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Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.