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How Jewelers Can Get the Most Bang for Their Social Media Buck June 10, 2018 (0 comments)
This article will be the first in a series of Do and Don’t tips from Smart Age Solutions created to inform jewelers about the best practices within the digital space.
Ensuring you get optimal results from your digital marketing efforts is not as simple as pouring money into Facebook or Google Ads. Money is important for visibility in the digital space, but there is some groundwork that must be done to ensure you are getting the most value for every penny you put into social. Your goal is to create high-quality social media pages that will entice customers to buy from you. To that end, content is king. Quality social media content and clear calls to action are what drive traffic from your social media pages to your website or store. From Smart Age’s experience in testing what works and what doesn’t, we are excited to bring you one important thing you should do and one important thing you shouldn’t do to make sure you’re optimizing your social spend.
Do – Allow Time to Understand Your Audience
When you begin marketing in the digital space, it’s important to allow some time to acquaint yourself with your audience. You can blindly run an ad campaign in the first month and generate a lot of engagement, but you need to be able to replicate those results consistently. Creating quality content while keeping up to date with changing audience trends is a daily assignment. You want to make sure your efforts and money aren’t wasted on blind campaigns. For the first three months of social media marketing, learn about your audience. Digital marketing is far more targeted than traditional marketing which means that your digital marketing efforts can attract more qualified customers. The only way to take full advantage of this powerful targeting tool is to continually gather information on your audience.
In an agency, information gathering is typically the first step in any successful campaign. Strategists inform the Social Media team about the brands you carry, and the Social Media team then designs content incorporating those brands. Multiple versions of each post are created and then A/B tested for efficiency. The information gathered during this stage is crucial to designing content and running effective campaigns moving forward. If you learn from your audience and design content around what they respond to best, you can drive your acquisition cost per customer down and reduce instances where you acquire visitors not interested in buying. The more time you allow for this preliminary stage, the better your results will be.
Don’t – Rely Solely on Organic Growth to Grow Your Brand
Growing a page organically means growing a page without spending money to gain visibility. With the new changes to Facebook’s algorithm, it has grown more difficult for marketers to reach their audiences without spending. Facebook is now showing users content that they would find meaningful. That’s exactly what you, the jeweler, need to provide if you want to appear on their radar. Once you or your agency creates this stellar content, you need to set a budget that will get you the visibility you’re looking for. Putting more money to promote quality content will supercharge your results. Not setting a high enough budget can decrease the potential visibility your content has.
The results from increasing marketing spend can be dramatic. With some of our clients we’ve seen as much as a 3,300% increase in engagement. Time and effort spent trying to grow organically is far better spent creating engaging, meaningful content for your audiences. Higher quality ads are shown more and average lower costs per result. As a rule of thumb, your ad budget will get you viewership, but the quality of your content will get you loyal customers.