Social Media Strategy: Holiday #JollyJewelryDays Posts
Hello November and hello holidays! Jewelers, we know just as well as you that the holidays are your busiest selling season, and for a good reason — people use jewelry to tell a story. Nothing beats receiving a gift that means something to someone, like an engagement ring, a push present, or so much more.
Your business’s social media should tell a story of your store. Especially when making those final holiday sales pushes, your Instagram needs to reflect you, your brand, and your product offering. Though, I know it’s easy for social media to exist in the back of your mind during your busiest times.
That’s why I want to help you with a little gift: a week’s worth of social media posts, ready-to-use, just for you. Leverage these posts during some of the final days of the holiday selling season! All you need to do is click and drag the photos to your desktop, then copy and paste the caption.
Personalized pieces make for the best presents for your loved ones. Gift those close to your heart with jewelry that is exclusive to them! #JollyJewelryDays
Whether you’re looking for an engagement ring for that special someone, or just wanting to get them some jewelry to add to their existing #RingStack, we’ve got all the customizable bridal goodies — just in time for Christmas. #JollyJewelryDays
The prettiest gifts come in the prettiest packages! We have tons of different styles of packaging to effortlessly hold your precious presents. #JollyJewelryDays
Looking to make the jump with the one you love the most? Look no further. We’ve got the engagement rings that are sure to make your partner fall in love all over again. #JollyJewelryDays
We’ve got a great stocking stuffer for you — stackable earrings! Stop in to pick up some last-minute stackable gifts that are sure to incite joy! #JollyJewelryDays
If you’re a fan of the stackable trend, don’t miss out on these dainty rings set with lab-grown diamonds! They make for a perfect, quick gift for others (or yourself!). #JollyJewelryDays
Christmas is Thursday! Are you prepared?
If not, no worries. We’ve got some jewelry essentials in-stock and ready to go. #JollyJewelryDays
As a bonus, here’s a good group of hashtags you can use to promote your holiday photos!
We’ll call this campaign #JollyJewelryDays, in celebration of the countdown to Christmas! I wish all of you a joyful (and lucrative) holiday season. As always, feel free to reach out to me about any social media questions here: firstname.lastname@example.org. I’m always available to help you!
Social Media Strategy Overhaul Before the Holidays
Alright jewelers, it’s time to suit up. The holidays are quickly approaching. From cleaning your cases, to stocking up on the right tools and product for those holiday projects, there are a plethora of things you can do during this time. I’m here to say this: use this time to reevaluate your social media strategy! Social media can often be put on the back-burner, especially during your busiest months, but it is important to have a good social media strategy in place for the holidays.
Follow along with me as I break down a few tips and tricks on how to revamp your social media strategy.
Monitor Your Insights
When you start looking into your insights, you’ll realize you’ve got a ton of valuable information right before your eyes. Things like demographics, which images perform better, how many people your posts are reaching, and much more are all available to you. You can use this information to inform your future posts. For example, if you notice your photos of engagement rings are performing better than all of your other posts, it’s safe to assume that your audience is interested in engagement rings, and you can push them further on social (but don’t let your posts get too saturated with one type of content!). More engaged posts mean more people see your posts, which mean more people become acquainted with your business.
See the image below. What assumptions can you make based on this data? If you notice, the links we posted didn’t perform as well as our other types of content. This might tell me to post less links and more pictures/videos!
Plan Out Your Posts
This one is a hard and tedious task, but trust me when I say that future you will thank past you, especially during the holidays! Take some time out of your day/week/month and plan. Download a monthly calendar from Google, plan which days you’ll post which content, and come up with the copy (marketing word for caption). Utilize popular jewelry hashtags by doing some research, and BAM! You have your social all set up for the next month. It’s harder said than done, but you’ll feel relief when you have a whole month’s worth of social posts done before the second week. This brings me to my next tip…
Schedule Your Posts
I’ve talked about this before and I’ll talk about it again: schedule your social media posts! Take this time to learn and get a feel for scheduling posts, and get in a habit of doing it. It becomes much easier the more you do it, and before you know it, you’ll be mindlessly scheduling months in advance! At Stuller, we use the scheduling platform Sprout Social, but we recommend either Later or Facebook, which has a publishing platform called Creator Studio that is free for you to use.
And that’s it! Get in the habit of utilizing these tips and tricks so you aren’t falling short on social during the holidays. Read up on some more of my social media blogs here to get you in the social media spirit. Godspeed!
How to Use Hashtags on Social Media to Market Your Product
Do you remember when you used your first hashtag? For me, as a Gen Zer (or “Zoomer” as I much prefer it), hashtags were always part of my life on social media. In fact, I don’t remember a time where hashtags weren’t a thing. (Don’t lose all faith in me, though – I still know the term “pound sign”, despite probably being the last of the younger generation to know this.)
Anyway, if you aren’t on the hashtag train yet, you’re essentially missing out on free social media reach. So join me as I talk about why you need some hashtags in your life.
What is a hashtag?
Let’s start with some fun history. The hashtag was actually first used by Twitter user Chris Messina. Back in 2007, Chris offered the idea of using the pound sign as a way to group people/places/things together.
Little did Chris know this simple tweet shook how we search phrases on social media forever. Now, Merriam-Webster defines hashtag as “a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet)”. Pretty cool how one tweet changed the entirety of the social media landscape, right?
While hashtags can be used on Facebook, I believe they are more useful for your Instagram (and even Twitter) strategies. Let’s talk about why.
Why should I use hashtags?
Well, first and foremost, hashtags are an easy way to show your post to more people. Jewelry industry people, ESPECIALLY bridal/engagement businesses: I’m talking to you. Brides look to social media for inspiration about their weddings, which include their dream ring. With the modern bride emerging, I’ve found that #alternativebride is an effective hashtag to add to modern bridal designs, rings set with salt and pepper diamonds, etc. And that’s just one example. Don’t you want your posts to reach more people?
You can also use hashtags to conduct content research. For example, if you search “stackable rings” in the Instagram search, you can find top performing posts with that hashtag all in one place. This can inspire you to post things that are more similar to what you see under that tag, as those posts are likely performing very well.
Another good use of hashtags is for branding purposes. Urge your customers to use a branded hashtag for your business. For instance, Stuller’s branded hashtag is #HowIStuller, 302 Fine Jewelry’s hashtag is #302onYou, and ever&ever’s hashtag is #EverAndEverBride. Branded hashtags generate a buzz in your local community. Think about it: if one of your customers posts a BEAUTIFUL pair of earrings made by you and hashtags it, their friends may be more likely to see your other work from that hashtag, or even follow you!
Which hashtags should I use?
Typically, hashtags should be relevant to the content you’re posting. However, some hashtags are more popular than others. Instagram only allows up to 30 hashtags on one post, but I’m going to give you some resources that give you popular hashtags when your search one topic.
Later is a scheduling platform (that I recommend you all get on) that has free and cheap monthly subscriptions. With Later, you can use their “suggested hashtag” feature which acts pretty similarly to all-hashtag.com, except you can use this function WHILE scheduling your posts! Disclaimer: the hashtags are a bit different due to the differing algorithms both sites are using.
I cannot recommend Later enough, and their hashtag tool is just a bonus!
And there you have it! Are you ready to start using hashtags? Let me know in the comments below.
Interested in more tips on how to shine on social media? Check out these posts that will help you on your journey to becoming a social media guru in no time.
Here’s some light reading for you before you prep for holiday: a “social media dictionary” with a breakdown of marketing terms and phrases that you may or may not have heard before.
I remember when I was still in school, someone used the word “copy” in front of me for the first time. Like, “Hannah, can you go edit that copy to better reflect the point of the Facebook post?” WHAT?! I thought a copy was just a duplicate of something. Boy, was I wrong.
Anyway, these terms can help you out in your social media discovery journey. I’m here to help you. This could be an infinitely long blog post, but I’ve narrowed it down to the most important words and phrases you’ll need to know!
Here are some social media/marketing terms that will help your future on social media!
Algorithm – a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.
B2B – business-to-business (B2B) refers to commerce between two businesses rather than to commerce between a business and an individual consumer.
B2C – business-to-consumer (B2C) refers to commerce between a business and an individual consumer.
Blog – a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.
Chat – the online exchange of messages in real time with one or more simultaneous users of a computer network e.g. Facebook Messenger, Snapchat, iMessage, etc.
Content – the information and experiences that are directed toward an end-user or audience (this would be your posts, statuses, etc).
Copy – anything written by you or your company which is meant to attract customers to your business.
Digital Marketing – the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital Sales – the use of virtual channels to reach out to prospects, provide education, and ultimately offer a solution that uniquely meets their needs.
Direct Messages (DM) – a private form of communication between social media users that is only visible to the sender and recipient(s).
Engagement Rate – a metric that measures the level of engagement that a piece of created content (social media post) is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and more.
Follower – someone who is tracking a particular person, group, organization, etc. on a social media website or application.
Friend – someone who is connected to a user on a social media platform, usually on Facebook.
Handle – the term used to describe one’s username on social media networks, expressed with an “@” symbol: @stullerinc
Hashtag – a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic (ex. #HowIStuller, #DiamondRing, #MetalFashion).
Impressions – a way for advertisers to keep track of the number of times an ad (or social media post) is shown.
Geotargeting – the practice of delivering content to a user based on his or her geographic location. (Tip: If you have a jewelry store in Lafayette, LA, you may not want to target people in Omaha, NE!)
Link Preview – an automatic feature that displays how links will appear once pasted into a post on social networks.
Live Streaming – the act of delivering video content on social media in real time.
Meme – rapidly shared photos or videos reflecting a relevant cultural symbol or social idea, generally meant to mimic or mock.
Mention – any social media post that mentions a person by their user name.
Newsfeed (or “feed”) – the post-login homepage for social networks that displays posts and status updates from people and pages a user is connected to.
Podcast – an audio file made available for streaming or download on a digital device.
PPC – pay-per-click (PPC) refers to a type of Internet advertising in which the advertiser pays the ad publisher when the ad is clicked. Used to drive traffic to websites.
Retargeting – an online marketing technique allowing marketers to display ads to people who have visited their websites or are part of their contact databases.
SEO – search engine optimization (SEO) refers to the process of optimizing web content so it can be indexed and found in popular search engines, such as Google, Bing, and Yahoo!
Selfie – a self-portrait typically taken using the front-facing camera of a digital photographing device, such as a smart phone, and usually shared on social media (bonus tip: did you know selfies showing off your product can produce higher engagement rates on your social channels?).
Social Media Monitoring – a routine observation of specific topics, conversations, and social media posts relevant to a business, person, or organization’s interests.
Subscribe – the action required to receive a particular user’s posts and other types of content on social media or websites.
Tagging – a special type of link connected directly to the tagged person’s page or profile, commonly used to identify social media users in photos.
The Cloud – an online data center, where users store and access information over the internet.
Troll – somebody who instigates negative activity on social media through their comments with the specific intention of provoking a reaction (Another bonus pro-tip: don’t engage with these people who are trolling your business!).
Unfollow – the act of ceasing to receive any further social media posts from a specific user.
UGC – User-generated content (UGC) is content such as photos, videos, blog posts, etc. created by users of digital media and shared on online platforms. Can include relevant hashtags. (We use #HowIStuller to track UGC!)
Viral – term used to describe photos, videos, or any other form of content circulated rapidly on the Internet.
Vlog – a blog post in video form, made popular by YouTube.
Webinar – an interactive web-based video and audio presentation, in which the host broadcasts the presentation to a group of people over the Internet. (Have you checked out our webinar series? Click here to learn more!)
Whew, that’s a lot of terms. Did I miss anything? Let me know in the comments below!
Pinterest Strategy: Back to the Basics
Over the past few months, I’ve written about different tips, tricks, and strategies for social media marketing on Facebook and Instagram. However, one of the larger social platforms doesn’t get much love when there’s talk of social media marketing, and I’m here to change that! Pinterest is a “visual discovery engine” for, well, pretty much anything! You can search all types of content on Pinterest, some of the more popular searches being recipes, workouts, travel dreams, and wedding planning.
And here’s a little fun fact for you: did you know that Pinterest is the number two driver of traffic to Stuller.com, right behind Facebook? Basically, more people click on links that bring them to Stuller.com from Pinterest as opposed to Instagram. Pretty cool, right? And if that wasn’t enough to convince you, check out this cool infographic about Pinterest discovery habits here (and read the full write-up about Pinterest Statistics in 2020 here):
Time to get started. Let’s talk about a Pinterest strategy!
Make a Pinterest Business Account
It’s important to be sure you have a business account for your Pinterest so you have access to analytics. Make sure when you are creating your profile, you adhere to all of your brand standards. Upload your logo as a profile image, make sure your business’s name is listed, and fill out your bio (think of it as an About Me for your business).
Remember, this page will act as a middleman from your product to your business, so be sure to sell yourself as best as you can on your profile!
Determine Board Ideas and Pins for Each Board
Think of Pinterest as a time to get creative! Create boards with an overarching them, such as “sterling silver jewelry”, “engagement rings”, or “Mother’s Day gifts”. Fill these boards with appropriate products from your ecommerce website (download the Pinterest Chrome extension for the most efficient uploading experience, watch this informative video here) and even sprinkle in some inspiration pins or photography that helps stretch the content! When creating a pin from a product from your site, you can edit the title and description of that pin to better describe it to those searching for it (fit as many keywords in as you can!). You can also put a link in the pin that brings someone straight to your product page when they click on the photo.
Stuller has about 16 Pinterest boards, but take a look at our two featured boards (boards that pop up first when you visit our Pinterest profile):
Happy Birthday is a board with multiple sections (one per month) where we feature birthstone jewelry, sprinkled with beauty shots of the corresponding birthstone, and even facts about the stones! Pretty in Platinum is a board all about platinum bridal designs, with some beauties and infographics that I’ve found from others’ boards on Pinterest.
Put 1 and 2 together and… bam! You’ve got yourself a good Pinterest strategy for starting out. While the Pinterest algorithm is a lot different than Instagram and Facebook, it benefits you to have the most products out in the Pinterestverse as possible. So, get posting!
Do you market your business on Pinterest? Let me know some of your strategies below!
Use the Summer Months to Strengthen your Social Strategy
Ahh, sweet summertime has arrived. It’s hot, kids are out of school, and people are exhausted. That being said, summertime in the jewelry industry is typically a slower season. There are not many peak selling holidays and folks are just trying to save money during the hot months.
While you may have a bit more free time on your hands, summer is the perfect time to perform a deep-dive of your social media strategy. What are you doing right? What can you improve? Luckily for you, I’ve compiled a list of three things you can do to work on your social strategy.
Check out these easy ways to strengthen your social media strategy this summer.
Monitor your insights
The dreaded summer slow season is a perfect time to pick up your phone or sit at your computer and analyze those insights. Don’t know how to do that? Read our blog all about Facebook insights as well as Instagram insights.
Basically, when analyzing your insights, you are gathering data about your social audience. This allows you to better adjust the content you’ll be posting, the time you post, your tone (how to word your message), and much more.
Resources like Buffer provide insight into the importance of tracking your posts. Here are some analytics you can look for in your insights to adjust your social strategy accordingly.
Plan out your posts
I know it’s boring and can also be difficult. But trust me when I say MAKE A SOCIAL CALENDAR! Plan out your posts weeks–or even months–in advance! A simple Google search for “monthly calendar” is all you need to plan out those posts.
Utilize popular hashtags like #WeddingWednesday, #RingStack, or #EarCandy to get some creative ideas for posts when you don’t have anything else to post. Use the data from your insights to draw inferences as to what your audience likes to see – if your posts about birthstone jewelry get significantly more love than others, it’s safe to say your followers would probably like to see more birthstone pieces!
Schedule, schedule, schedule
If you’ve spoken to me before about social media, you’ll think I sound like a broken record. But I’ll say it again: SCHEDULE YOUR POSTS in advance! And take this time to get in the habit of scheduling out posts weekly or monthly. Before you know it, it’ll take you little to no time to schedule out a whole month’s worth of social media, and everything will be ready to go for busy season.
Not sure how to schedule posts? Check out my previous blog post where I walk you through the whats, hows, and whys of social media scheduling.
Photo by SOCIAL.CUT on Unsplash
And that’s it! I know these tasks can be tedious, and nobody likes homework, but trust me when I say future you will thank your past self for reevaluating your social audience and getting into good habits for the future.
What do you like to do to spruce up your social channels? Let me know in the comments below!
Utilize Scheduling to Amp Up Your Social Media Strategy
It’s a given that managing your business’s social media platform is hard, especially when you have more important things to do (like run a business). But did you know that in 2019, at least 90% of U.S. businesses used social media for marketing purposes? That’s why it’s important to stay ahead of the curve and optimize your social media strategy to benefit you, your time at work, and your business.
What is scheduling on social media?
Scheduling your posts on social media is essentially just creating your posts at an earlier date and using a scheduling tool to post on a designated date and time. I recommend putting some time aside each week (or even each month) to create the posts that you’d like to schedule in the future. Making a social media calendar is so beneficial, and it will make your life easier. I promise! All you need to do is find a monthly calendar online, and start filling it in. Here is an example of the calendar overview I use as Stuller.
Why should I schedule my social media posts?
It is important to consistently post on your social channels. As far as frequency of posting, I don’t think there is a magic number of posts per day or per week that you should be putting out. My advice is to just be consistent. If you can dedicate one post a day, that’s great! If you want to post Mondays, Wednesdays, and Fridays–awesome! Just remember consistency is key.
How do I schedule?
At Stuller, we use the social media management platform Later to schedule posts on Instagram and Twitter. There is a free plan, but the paid subscriptions are as cheap as $9/month. Later supports scheduling on Facebook, Instagram, Twitter, and Pinterest.
Facebook has a tool called Creator Studio that allows you to schedule Facebook and Instagram posts. You can do things like schedule, post, backdate, or even save posts as drafts through Creator Studio. Facebook recently moved all of its scheduling abilities to Creator Studio, and it’s fairly easy to use. So get used to it and have fun!
Watch my Facebook Live Learning Series webinar on the basics of social media here to learn more about scheduling as well as other tips for getting started on Facebook!
We previously published a blog on our Metal Clean Scrap Program. During this time of uncertainty, it is so important for any and all businesses to make the most out of their inventory. So, today I want to take a minute to talk about diamond clean scrap — and how our program can benefit you.
Our program is as simple as you sending in your diamond scrap, and us paying you fair market value.
Why you should process your diamond scrap with Stuller
Hassle-Free Payment Options
We’ll give you 100% payout in your choice of settlement options: Stuller account credit; electronic, check, or wire payment; or 50/50 (account credit/electronic or check). You can also choose to apply your settlement to your Stuller bill.
We offer reasonable payout for your scrap, so you can be assured that you get the most of your inventory. And for only $50 per submission, you are making money off of product you may deem unusable.
Once we receive your diamond scrap, our diamond experts work fast to analyze your product and send you an offer. A Diamond Sales Specialist will contact you with the offer within five business days of receiving. The best part — you decide if you want to take the offer or not!
Tips for maximizing your payout
We suggest a minimum of 10 total carats of clean, unmounted diamond melee scrap
Melee sizes under 1/5 carat are best for scrap (we are also happy to make an offer on any size or shape of diamond if you contact us)
Include a fully completed packing slip with your shipment
Click the video below to learn more about our Diamond Clean Scrap Program
Have you ever taken advantage of our Clean Scrap Program? Let us know about your experience in the comments below!
Meet Michael Nashef: The 2020 March Bridal Madness Champion
The 2020 March Bridal Madness Champion is Michael Nashef, owner of Intersecting Heartsin Portage, Michigan
Michael, Congratulations on your well-earned title of 2020 March Bridal Madness Champion. Can you tell us a little about yourself?
I discovered design as a teenager, learning about leatherwork with my brother when I was 14. As I got older I began creating woodwork and jewelry. In 2006 I became the first graduate with a BFA of the Metal/Jewelry design program at Kendall College of Art and Design in Grand Rapids, Michigan, later getting an MFA in Jewelry Design at Bowling Green State University in Ohio. I always love to incorporate elements of travel, nature, and architecture into my work, creating one-of-a-kind pieces with gold, silver, and unique gemstones.
What’s the story behind your store’s clever name?
When I was researching symbols of love when I was gearing up to propose to my wife, I kept seeing the same motif: the heart shape. The concept of Intersecting Hearts was born from that idea of two overlapping hearts because to me, that creates a symbolism of the harmonies two people bring to a relationship. Just like my wife and I, every couple has their own story, and I wanted to be able to represent that with a unique, simple design.
What’s the story behind your winning design?
For this specific ring, my customer wanted to use a genuine purple sapphire, which I purchased from Stuller, and wanted to have a wide band. So I took one of my designs, Deco, and put two bands with diamonds on each side to make it wider.
Where did you find inspiration for this design?
This is an Art Deco-inspired ring, with the Intersecting Hearts symbol nestled between the scrollwork containing small side diamonds.
Can you tell us all about your creative design process?
I always love to incorporate elements of travel, nature, and architecture into my work, creating one-of-a-kind pieces with gold, silver, and unique gemstones. This piece fell right within that wheelhouse.
Throughout your career, what’s something that sticks out as a high point?
Creating my MFA thesis work, which can be seen on my website.
What impact has custom design software had on your business?
It has a tremendous impact on my career and business. Using software, specifically Matrix 9.0, allowed me to bring my design to life without incurring big expenses in production. It allowed me to showcase designs to customers and bring their designs and ideas to life without the labor-intensive of wax carving and manufacturing, until the customer is ready to move forward after seeing the renders.
How did you come to learn about and use Stuller as a resource in your business?
As a person who started as a bench jeweler, Stuller is one of the most essential companies to have an account/business with because they have everything under one roof, including all of the knowledge everyone has!
Outside of work, what are your interests and hobbies?
I love woodworking, gardening, and creating birthday cakes for my daughter!
Another huge Congrats to Michael and a huge thank you to everyone who participated in this year’s challenge!
Count Down With These 7 Mother’s Day Social Media Posts
Mother’s Day is fast approaching and we couldn’t be more excited! Moms are a vital member of every family — they are truly the glue that keep us together. Moms wear many hats, and we need to show our appreciation for all the things they do.
Mother’s Day is a busy time for you and your business, and while that’s great for you, that means it’s easy to put things like social media on the back burner.
I’m here to help. I’ve got one week’s worth of Mother’s Day social media posts that are ready for you to share.
Here are 7 Mother’s Day social media posts for you to use to count down to the big day!
All you need to do is click and drag the photos to your desktop, then copy and paste the caption.
What’s more classic than pearl jewelry? Show Mom you love her with some timeless staples! #MothersDay #StullerLovesMoms
With personalized jewelry, Mom can tell the story of her family. Let her show off the people she cares about the most with gemstones and engraving! #MothersDay #StullerLovesMoms
Moms are amazing, extraordinary, beautiful people. They have loved us since birth, and a mother’s love will forever remain unmatched. Gift her with something she can hold onto forever! #MothersDay #StullerLovesMoms
Mother’s Day is coming up, and customizable jewelry might be the best gift. Give Mom something that makes her think of you by utilizing birthstone fashion and engravable pieces. These create something she will cherish forever. #MothersDay #StullerLovesMoms
Show moms-to-be some love this Mother’s Day! Gift all the future mothers in your life jewelry that will forever represent her journey to and through motherhood. #MothersDay #StullerLovesMoms
Just like a mother’s love, diamonds are forever! #MothersDay #StullerLovesMoms
We’ve got matching mother-daughter gifts! Wear your love for each other always. #MothersDay #StullerLovesMoms
Again, just copy and paste the captions and drag the photos to your desktop, and you’re ready to go.
I remember, about five years ago, my mom took my brother and I into a jewelry store and asked us to pick out a band as our gift to her. We found one that reminded us of her, and still, to this day, she wears that ring more than any other piece of jewelry she owns. It’s a special symbol of our love for her, and it makes her smile every time she thinks about it.
Do you have a special memory involving your mom and jewelry? Let us know in the comments below! And if you use any of these Mother’s Day social media posts in your marketing, use #StullerLovesMoms so we can see!