Warren Knight on using social media to find and win new customers

Warren Knight on using social media to find and win new customers

72% of ALL internet users are now using social channels and with 26% of sales coming from recommendations on social media, what are you doing to stay ahead of your competitors?

Social Media is a minefield, and one which most jewellery business owners struggle to navigate. The biggest problem you will face is getting your jewellery brand to stand out from all of the ‘noise’ that happens inside of each social network.

I have over seven years of experience in social media, and 25+ years experience in sales and marketing, so I know what will work online, and what won’t.

I want to first share with you my 7-step process to social media success…

1. Know Your Business

The first step to social media, is not social media. Before you turn to social media marketing, you first need to understand your business. For example; you are in a lift with Richard Branson. He turns to you and says ‘what do you do?’. You have less than 30 seconds to describe what your business does. What would you say?

2. Know Your Customer

The next step in my 7 step process is understanding your target customer. This is all about researching your target audience and defining what they look like. Give your ideal customer a name. Define where they live, their gender, interests, age, beliefs, passions, where they shop, what car they drive and whether they are single, or married with children. This will help you build a picture, so you know exactly how to market to them.

3. Creating The Perfect Content

There are so many amazing tools out there that will help you find and curate content that is relevant to your business, whilst also interesting for your audience. Just talking about yourself and your business will no longer work. You have to talk around this, and the best way to do this is by using a tool like Feedly. Feedly compiles news feeds from a variety of online sources for the you to customise and easily manage in one central place.

4. Twitter, Facebook & Hashtags

Step 4 is all about diving into the two biggest social networks, and truly understanding how each of them works, along with how you can use hashtags. Part of this, is staying brand consistent and making sure your Twitter account has the correct information, and that you do have a Facebook Business Page. When looking at hashtags, you need to do your research using tools like TagBoard to delve deeper into the world of jewellery, and understand what your target audience are looking for online.

5. Pinterest, Instagram & Google+

Next, we look at Pinterest, Instagram and Google+. As a jewellery business, your brand will be extremely visual, so Pinterest and Instagram is a must. Both networks are extremely powerful once you truly understand how they work. Google+ on the other hand is powerful in terms of SEO.

6. Have A Plan

Now that you know your business, target customer and the 5 key social networks, you now need to design a plan. For this to work for your business, you need to understand when the best time of day is for posting and where your audience will be most engaged. Once you know this, you then need to decide how often you are going to post on each social network. I would suggest 5 times a day on Twitter, once a day on Facebook, Google+ and Instagram, and as often as you can on Pinterest.

7. Take Action

Now that you have a plan, you need to take action. To do this, you will need a management tool like Hootsuite which allows you to schedule in advance all of your content. This will save you time, and as a jewellery business owner, time is precious. To schedule your content for Instagram, check out Schedugram, and to schedule your content for Pinterest, check out Viralwoot.

Find out more about Warren Knight’s complimentary webinar in partnership with International Jewellery London on 13th September here

Image credit: iStock


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