I am often asked about social media and how jewellers should use them for digital marketing. And usually they’re are after a recipe: this may celebrity posts, this many product posts and this many ‘events’ posts and WE’RE ALL SET.
It’s very very hard to explain that this isn’t exactly how it works. That you have to find your own voice and figure out how to communicate your brand values. That your business needs to have a personality. When you follow the brands that do it REALLY well, like Astley Clarke, Tiffany, Stone and Strand, you feel that they are sharing their passion with you, that you get a glimpse into their world, a insider look at who they are and what they do. And with other companies you know are being ‘marketed to’ and ‘talked at’. Shown products. I can’t explain it any better than that, and unfortunately following a recipe or worse, copying the ‘good’ ones just doesn’t work. What works for one company, might not work for another.
The absolute best example is Boden. If you know the brand, the moment I mention this name you have an image in your head: colour, fun, style, happiness, polka dots, yellow jackets.. and so on. They manage to create a ‘vibe’ and a whole ‘boden world’; someone there has an amazing ‘voice’ to put to the brand. But that style/vibe might not work for your business, if you try to copy Boden or Tiffany, it’s very obvious. Instead, you should try and tap into the core values, figure out what your brand is really about and what makes it different than any other, find a way to let the passion for what you do to speak through the social media content. And include some fun in there too, a bit of playfulness works a treat :D