Columnists

Top Social Selling Tips: A 2020 Year-End Review

ColumnistsDec 15, 2020

Top Social Selling Tips: A 2020 Year-End Review

Duvall O’Steen and Jen Cullen Williams are making a list of the best advice from this year’s Creative Connecting columns.

Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
As this unprecedented, perilous year comes to a close, a look back shows there were certainly some silver linings that have pushed the jewelry industry forward into the digital age.

We know consumer shopping behaviors and supply chains have been forever changed and that technology will continue to shape the future of retail.

We found out the brands that truly won the social media landscape in difficult times were the ones that led with purposeful, authentic storytelling content, compassion, empathy, and a focus on community.

The companies that were willing to learn, listen and find new ways to connect with their customers have been able to pivot and weather the pandemic storm.

As we look back on the past few months, we wanted to highlight a few of the biggest takeaways from our Creative Connecting articles, from TikTok to virtual selling and everything in between.

From May: TikTok Tips

Short how-to videos about the many creative ways to wear a piece of jewelry could really resonate. Think outside the box, such as brooches on hats or necklaces down the back.

Danielle Miele of Gem Gossip offers more ideas: “Post videos of ‘top five’ items weekly, using music that is popular on TikTok (‘Sounds’ function), post jewelry-related how-to videos that are quick and catchy, or jewelry styling videos showing layering of rings/necklaces/earrings/bracelets.”

You can also feature the industry standard video close-ups of product, using voiceover to educate viewers about the origin of the gemstones or the inspiration behind the design.

Other fun ideas for hashtag challenges include #howtowearit.

Everyone has access to a strand of pearls in their own wardrobe or in mom’s jewelry box. Offer a prize to the TikToker who shows the most creative ways to wear a simple strand of pearls (as a belt a la Penelope Cruz at the 2020 Oscars, entwined in a scarf a la Kendall Jenner for Versace or in the hair or on your shoes).

Or try a #neckmess challenge, encouraging followers to post videos of their favorite layered necklace looks.

From June: Hashtag Hacks

For an Instagram post, try to find more specific hashtags to target more effectively.

As an example, use #marquisediamond instead of #diamond, or #tahitianpearl instead of #pearl or, better yet, #tahitianpearlearrings.

Emmanuel Raheb, founder and CEO of SmartAge Solutions, said: “We find the best thing to do is look for trending ‘locally based’ hashtags, such as a local anthem, theme, 
sports mantra, etc., but always keeping it relevant to your brand.”

From July: Selling in a Virtual World

Counter to normal public speaking and in-person presentations, virtual presentations demolish the old rule of saving the best for last.

In our fast-paced digital world, attention spans are short, making it important to start strong and keep up the pace to avoid losing your audience’s interest.

Prepare to pack a powerful punch right at the beginning. Start with your strongest designs or best-selling collections.

Helena Krodel, partner at David Alan, advises choosing your seven best pieces and having seven more ready and/or reachable right off-camera.

Be sure to polish the pieces in advance as the camera catches every little scratch and/or fingerprint.

Some influencers use mirrors very effectively in their jewelry product videos. Bebe Bakhshi of @champagnegem has several examples.

The mirror increases the three-dimensional nature of a design with less screen time, making it quicker to show both the front and back of a design.

From August: Make Your Social Media Bio Stand Out

Including a hashtag in your bio makes it a clickable link so people can explore and follow the hashtag instantly.

This gives new customers a chance to see user-generated content where your customers may have posted using your hashtag. As an example, Staples bio reads, “We make it easy to #MakeMoreHappen.”

Be sure to use the contact buttons on your Instagram profile as well, but note that these are only shown in the app view, not the web view.

Many brands ignore them, but the contact buttons can make you more accessible to new customers, as well as guide customers to your preferred method of contact.

For example, if you are a wholesale brand, you can include an email address and/or a phone number (but avoid the physical address since you do not sell directly).

Retailers should always use their physical location so they come up in local searches.

From September: Social Media Ethics

Harvard Business Review recently published research showing how companies make the best of bad reviews and can even turn them to their advantage.

The authors suggest embracing bad reviews in creative ways, giving examples of how one company took an obviously biased review and cleverly used it in an ad campaign.

Interestingly, they recommend sharing employee spotlights (“meet our employee of the month” or “get to know your jeweler/designer”) because putting a human face to the brand makes it less likely to be targeted.

Christina Fumia, president and CEO of Avant-Garde Marketing & Communications, recommends full transparency.

“Old-school strategy used to say that you should ask the customer to send you more information via email or in a more private space. But the brands winning the reputation management trophy these days are the ones who show full transparency. People want to see exactly how the issue was resolved.”

From October: Video in a Virtual World

Another way to make video more engaging is to use text in the first few seconds.

Instagram Reels and TikTok offer easy editing tools to help you add headline-style text. This gives the viewer an instant idea of what the video is about and stops the scroll long enough to grab their interest.

Be sure to record and save all the video content you produce because you can also post it on your YouTube channel, Facebook business page and Instagram Story Highlights.

YouTube content improves your SEO, so be sure to use keywords and tags in describing the videos when posting to your YouTube channel.

If you record a virtual event with a designer on Zoom, you can share that video with a customer who missed the event.

You can also show limited edition trunk show pieces or “sold” items to customers who may be looking for something similar and then place a special order with your vendor.

From November: Selling on Instagram

In a Q&A, Katerina Perez noted: “Instagram shoppers are spoiled, and their attention span is minimal … They don’t want to have to make too many actions to buy something … That’s why it is so important for every jewelry brand to have content that catches the eye and sparks interest, as well as key features like shoppable tags in stories, retargeting campaigns, shipping calculator, etc., that make it easy to shop.”

Also, remember to always be mindful of Federal Trade Commission disclosure guidelines when posting product for sale on Instagram. The Jewelers Vigilance Committee has a clear, easy and downloadable guide here.

To close out our final article for 2020, we want to send our gratitude to the National Jeweler team, especially our brilliant editor Michelle Graff, and all the experts who have shared their knowledge with all of us. 

And, most importantly, we want to say our most humble thank you to all the readers. 

We look forward to continuing to contribute in 2021! 

If there’s a topic on communications, social media or digital marketing you want to learn more about, please reach out to us. 

We will strive to bring additional articles with relevant and actionable takeaways to increase your business. We wish you all a joyous and healthy holiday season, and cheers to the new opportunities ahead of us. 
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.
Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Policies & IssuesJul 01, 2022
U.S. Expands Sanctions to Russian Gold

The U.K, Canada, and Japan have also banned the import of gold originating from Russia.

Recorded WebinarsJul 01, 2022
Watch: What to Know About Livestream Shopping

Jewelry marketing expert Laryssa Wirstiuk shares her tips and tricks for hosting a livestream shopping session.

SourcingJul 01, 2022
De Beers, Botswana Extend Sales Agreement for Third Time

The current agreement, originally set to expire in 2020, will now go through June 2023.

Brought to you by
Preparing for Proposal Season with High-Quality, A.I.-Graded Natural Diamonds

Rare & Forever is helping to create an enjoyable diamond buying experience for the millions of newly-engaged couples.

CollectionsJul 01, 2022
Piece of the Week: Brent Neale x Edie Parker Pendant

The brands have collaborated on a fine jewelry ode to cannabis.

Weekly QuizJun 30, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinJun 30, 2022
Here’s Where You’ll Find The Best Online Jewelry Auctions

Sponsored by HiBid

CrimeJun 30, 2022
What JSA’s Annual Report Tells Us About Jewelry Crime in 2021

Plus, JSA President John Kennedy talks about the trajectory of industry crime over the last 20 years.

Brought to you by
Discover The Extraordinary Italian Jewelry In Las Vegas!

Experience all the Italian Jewelry market has to offer in Las Vegas.

CrimeJun 30, 2022
Smash-and-Grab Robbers Hit Booth at TEFAF: Watch the Video

The fair was evacuated temporarily Tuesday after four suspects smashed a showcase and stole jewelry from British jeweler Symbolic & Chase.

Events & AwardsJun 30, 2022
Nominations Are Open for Gem Awards 2023

The 21st annual awards show and gala will take place in New York City next March.

Events & AwardsJun 30, 2022
Registration Open for JIS Fall in Miami

The jewelry trade show is scheduled for Sept. 30-Oct. 3 at the Miami Beach Convention Center.

AuctionsJun 29, 2022
Bonhams Expands Again with Purchase of Paris Auction House

It is the fifth acquisition under the ownership of private equity firm Epiris, which bought Bonhams in 2018.

MajorsJun 29, 2022
Zales Has a New Diamond Cut

The “Celebration Infinite” diamond has more than three times the number of facets in a traditional brilliant-cut diamond, the retailer said.

WatchesJun 29, 2022
Bulova Introduces New Frank Sinatra Watches

The brand again partnered with the Frank Sinatra School of the Arts High School to celebrate the launch of the “Summer Wind” watches.

SurveysJun 29, 2022
U.S. Platinum Jewelry Demand Starts 2022 on a Strong Note

Retail ounce sales were up 23 percent year-over-year in Q1, according to the recent Platinum Jewellery Business Review.

Events & AwardsJun 29, 2022
Registration Is Now Open for the HardRock Summit 2022

Scheduled for Sept. 8-11, the event will comprise more than 310,000 square feet of show floor, exhibits, and education space.

IndependentsJun 28, 2022
This Jeweler Is Celebrating 40 Years With 40 Days of Giveaways

Continental Diamond in Minneapolis is awarding a total of $25,000 in prizes via daily sweepstakes.

CollectionsJun 28, 2022
Melissa Kaye’s New Collection Doubles the Color

“Lenox” marks the designer’s foray into bespoke jewels and large colored gemstones.

Events & AwardsJun 28, 2022
Second AGS Virtual Education Conference Is All About Negotiation Skills

“Confluence” is happening in August.

MajorsJun 27, 2022
George Holmes, Longtime Head Editor of JCK Magazine, Dies at 93

He first took a job at then Philadelphia-based Jewelers’ Circular-Keystone in 1963 and retired in 1996.

MajorsJun 27, 2022
Mayors, Analog:Shift Team Up With Goop

The lifestyle platform will stock fine jewelry and watches from the retailers on its website and in store.

CrimeJun 27, 2022
JSA Warns of ‘Pandemic’ of Distraction Thefts Nationwide

It cited two recent cases in California, plus incidents in Florida, Kansas, and Illinois.

IndependentsJun 27, 2022
Lewis Jewelers Set to Open New Ann Arbor Store This Summer

The 10,000-square-foot location allows for expanded collections from design partners while continuing custom design and other services.

CollectionsJun 27, 2022
This Designer Has Found a New Way to Bring Gemstones to Life

Svetlana Lazar’s “Wishing Well” collection utilizes an innovative component to mimic the movement of water beneath them.

Supplier BulletinJun 24, 2022
AGTA GemFair™ Denver is the Place to Be in September!

Sponsored by AGTA

Recorded WebinarsJun 24, 2022
Vegas Jewelry Recap: The Editors Weigh In

Watch the webinar in which National Jeweler’s editors talk about jewelry market week trends and their predictions for the rest of 2022.

MajorsJun 24, 2022
Banter by Piercing Pagoda Celebrates Pride with ‘SayGay’ Necklace

All proceeds up to $25,000 will benefit the It Gets Better Project, a nonprofit that supports LGBTQ+ youth.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy