March 27, 2025 Centurion Magazine
Green Bay, WI–A jeweler’s social media can be more than a marketing tool, it can be a sales engine. Below I’ve outlined some simple ways you can train your staff to use social platforms to drive foot traffic, boost in-store purchases, and strengthen brand loyalty.
Let’s start off with showcasing new, exciting jewelry. Don’t just post a picture of it, give us the story of how you got it, where you found it. Give us the stuff that stops our scrolls with behind-the-scenes moments videos with your people. Just go to Whitestone Jewelry with George and Haley Poe or Mills Jewelers with George Fritz to see how these masters engage their customers.
Posts that garner the most engagement are:
- Product Spotlights: Short videos or photos featuring best-sellers or new arrivals with personal recommendations. The key here is a picture or video of you or your team.
- Staff Picks: Video posts where employees highlight their favorite items and explain why they love them.
- Behind-the-Scenes Content: Candid video moments showing store setups, inventory arrivals, or a “day in the life” at the shop.
- Customer Features: Share photos (with permission) of happy customers with their purchases or participating in in-store events.
- Interactive Posts: Polls, quizzes or “this or that” product comparisons engage followers and boost algorithm visibility.
We often drop the ball when we are expected to come up with ideas daily. Set yourself up for success by actually creating a calendar of ideas for posts. Do this in a brainstorming meeting where everyone has their phones and can offer ideas for existing content that they love.
Finally, just like garnering reviews, reward your team for creating great content. Have fun with its creation and celebrate it with your team. AND THEN POST IT. By empowering your team to be digital ambassadors, you not only expand your store’s reach but also foster a stronger connection between your brand and its community.