If you’re a retail business particularly one that sells fine jewelry, then you know that marketing is everything! Nowadays, the most important and most effective form of marketing/advertising is digital marketing. Social media plays a huge role in bringing your digital marketing strategies to life, which is why we’re talking Facebook for small businesses today!
Facebook is know-n as one of the major platforms for promoting your business and boosting your online presence. From ratings to sharing promotions and interacting with your customers, Facebook has many features that make your experience with promoting your business online more personal and innovative. Although organic reach and personal conversations are important, to reach your audience and get your content out there to more people, paying for ads is a priority. You need to make sure your brand’s voice is heard online and off. As a jewelry retailer you want to utilize the promote your posts button as well as get your self acquainted with the ads manager for sponsored advertisements.
If you are a jewelry retailer or small business utilizing Facebook as a marketing platform, check out some of the latest features that you should be utilizing to keep your page fresh, exciting, and always drawing in viewers and potential leads. Here they are:
1. NEW FACEBOOK ADS MANAGER INTERFACE
Utilizing Facebook Ads Manager is a great way to stay on top of all your advertising campaigns and keep your advertising budget low. You can spend as little as $5 or as much as $3,000 on an advertising campaign. You may want to save the big bucks for a later date when perhaps you launch a campaign for your brand or store. Still, a small budget will get you a decent amount of likes and views if you need the visibility!
So far this year Facebook has completely re-designed their ad manager interface to include new features such as automated campaign naming, a more simplified navigation, a cleaner design, and best of all, easier-to-access reporting.
Other new features include:
- Ad Inventory Monitoring so that you can better control where your ads are being published and what content is being associated with your ad
- Automatic Cost Cap Bidding which focuses on maximizing conversion volume while maintaining cost predictability
- 3-D Photo Sharing & Stories
- Augmented Reality Ads
- More in-depth Video Analytics & Reporting
- For further guidance on how to get started utilizing Facebook ads, click here.
2. UTILIZE YOUR FACEBOOK PIXEL
Facebook is a great tool that allows you to collect data about who is visiting your website and how to target the same customers again at a later date. Pixel allows you to create future campaigns targeting consumers that you know will interact with a specific campaign because of past insights. When setting up your Facebook Ad’s pixel, you can directly choose website traffic based off of how much time your consumers spend on your site. You need to make SEO optimization, tracking, and re marketing a priority when creating a successful marketing strategy.
Essentially pixel takes the work out of finding the perfect consumers. It pairs you with consumers who are similar to the ones who already look at your website. It helps you create a customized audience with the touch of a couple buttons! Save time, money, and problems later by utilizing this tool.
3. FACEBOOK MESSENGER FOR CUSTOMER SERVICE
Facebook messenger has changed the way users interact with your business. The days of your customers writing bad review because they couldn’t reach you are over! Encouraging customers to reach out through social media will effectively eliminate the waiting process. It may seem like a lot of work and monitoring but in the long run it takes the burden off sporadic responding and your customers will be much happier! Another perk? You can gain insight into what the common questions are and set auto responders, or take it a step further and create content that answers those questions to eliminate the amount of frequently asked questions.
Are you having a sale on a specific jewelry line – they can send any questions they might have through the Facebook messenger portal. They again will feel like they are personally interacting with you which will make for a better consumer and brand relationship. Go beyond creating and posting an ad; make it an ideal place for consumers to feel like they can get all their questions answered quickly and effectively. BONUS TIP: The quicker you respond, the more Facebook likes you!
4. CAROUSEL ADS
Do you ever visit a retail website just to find that when you return to your Facebook feed, there’s a whole row dedicated to advertising that specific brand? These are known as carousel ads. While they may not be the newest ad feature from Facebook, they are often under-utilized and are incredibly effective for marketing jewelry products on Facebook.
Want to showcase more than one engagement ring? Perhaps you want to promote your variety of jewelry, like rings, pendants, and earrings. With carousel ads, you can post up to 10 images or videos and they will be presented as one big, continuous ad.
What’s great about carousel ads is their flexibility and freedom of expression capabilities. You can highlight different products or sales, and each carousel card can have its respective headline and link. According to Facebook, campaigns with this type of ad had higher click through rates, lower cost-per-conversion, and lower cost-per-click than a traditional one-image ad (Source: Social Report).
5. FACEBOOK LIVE & STORY ADS
Want to thrive in the social media world? Start with Videos, Live feeds, and Stories! Interactive content is where its at and if you’re not utilizing it you are missing out on growing your audience. We’re talking videos, “stories”, anything that has some animation and motion element. Similar to Instagram Stories, Facebook came out with its own “stories” feature that allows you to post snippets of content to your page. This is a great feature all jewelry marketers should be using because you can show how much the diamond sparkles in real time.
Pictures aren’t always enough when advertising fine jewelry. With video or stories, you can take a quick close-up video of a ring on your hand so your audience gets a real feel for how it looks on! They’ll love getting to see the actual product in person and feel special for being given a “behind-the-scenes” look into your store.
Take a live video of you explaining different jewelry styles, talk to your audience as if they’re right there in your store. Many social media users research products and pour through online reviews before visiting the store. Showing them via Facebook what they’re looking for will help build your presence online and add a personal touch to your brand by showing that you care about your customers and will go the extra mile to display your products. Take it a step further with Facebook’s latest addition to stories, story ads!
As jewelry marketers, we have the freedom to directly display gorgeous products to a broad and interested audience. Facebook—let alone, social media—offers us so many opportunities to grow our businesses through innovative marketing and advertising tools. It’s about time we start using them to our advantage and take the online world by storm!
Credits: Facebook Marketing Tips
**Disclaimer: Facebook and all Facebook features mentioned in this article such as Ads Manager, Pixel, and Carousel ads belong to Facebook and were merely advertised here for marketing purposes. Sylvie Jewelry does not own or claim any rights to Facebook Ads, Pixel, or Carousel ads.
For more information on finding the perfect diamond engagement ring, subscribe to our newsletter, or find a retailer near you.
Looking for fashion trends, advice, and more? Follow us on Facebook, Twitter, Pinterest and Instagram!
