I’m Rachel Lake, the founder and creative director at Rachel Beth Jewellery based in Sydney. I’ve been a jeweller for over 20 years and have been running my own business, crafting custom engagement and wedding rings, as well as other bespoke jewellery pieces, for over five years. To ensure my brand stays top-of-mind, we use the following strategies:
Community Building
Building a vibrant community around Rachel Beth Jewellery has been incredibly rewarding. Social media platforms have been pivotal in showcasing our jewellery and connecting with our audience on a personal level. Leveraging high-quality visuals and storytelling on Instagram, we consistently post engaging content that has helped us attract a loyal following. Running targeted ads has also been key in reaching a broader audience. Additionally, our podcast serves as a unique platform to build a deeper connection with our listeners, sharing insights and stories that resonate with our community.
Email Marketing
Email marketing has proven powerful as well. Regular newsletters with exclusive offers and new collection previews keep our customers informed and engaged. This approach has not only driven sales but also strengthened our relationship with our customers.
SEO
Optimising our website and social media profiles for search engines increases our visibility. By focusing on relevant keywords and ensuring our content is SEO-friendly, we can attract more organic traffic.
Social Media Advertising
We use targeted ads on platforms like Facebook and Instagram to expand our reach. These ads help us connect with potential customers who are likely to be interested in our unique jewellery pieces.
Customer Testimonials and Reviews
We encourage our customers to provide reviews and testimonials. These not only build trust but also showcase our work in real-life scenarios, helping potential customers feel more confident in their decision to choose Rachel Beth Jewellery.
Creating Engaging Content
Engaging content is key to maintaining an active and interested audience. Here are some types of content that have worked well for me:
• Behind-the-Scenes Posts: Share the process of creating your jewellery pieces. This not only highlights the craftsmanship but also builds a connection with your audience.
• Customer Stories: Feature testimonials and photos from satisfied customers. This builds trust and showcases your work in real-life scenarios.
• Educational Content: Share tips on how to care for jewellery,or the significance of different gemstones.
Leveraging Visual Platforms
For a jewellery business, platforms like Instagram and Pinterest are invaluable due to their visual nature. High-quality photos and videos can showcase the beauty and intricacy of your pieces.
• Instagram: Use Instagram Stories and Reels to share quick, engaging content.
• Pinterest: Create boards that not only feature your jewellery but also inspire your audience. For example, you can create boards for different types of jewellery, wedding inspiration, or style tips.
The Power of Brand Storytelling
Every piece of jewellery at Rachel Beth Jewellery has a story. Whether it’s the story of the couple getting engaged or the journey of sourcing a unique gemstone, sharing these stories helps to build a strong connection with your audience.
Measuring Success with Social Media Metrics
It’s important to track our social media efforts to understand what works and what doesn’t.
• Engagement Rates: I review likes, comments, and shares to gauge how engaging my content is.
• Website Traffic: Use tools like Google Analytics to see how much traffic social media is driving to your website.
Scheduling for Consistency
Consistency is key to building a strong social media presence.
• Content Calendar: Plan your posts in advance to ensure a steady stream of content. This also helps you to balance different types of posts (new stock, promotional, educational, and behind the scenes).
• Canva: Fantastic for creating visually appealing marketing materials and social media posts without needing extensive graphic design skills. Canva helps me maintain a professional and cohesive brand presence online.
Conclusion
By focusing on community building, email marketing, SEO, social media advertising, customer testimonials, and consistent engagement, we effectively connect with our audience, build strong relationships, and convert leads into loyal customers. Social media is a powerful tool for connecting with your audience and growing your business. I hope these tips and hacks help you to achieve the same success that I’ve experienced with Rachel Beth Jewellery.
