Jeweller - September 2020

DIGITAL
DIRECTIVES
1. Quality over
quantity is key
when it comes
to content – but
ensure you are
posting regularly
and at the
optimum time
2. Convert
browsers into
buyers by creating
urgency through
spot sales
3. Foster brand
loyalty by
featuring usergenerated
content
– this will also
save you time and
money on creating
your own content
4. Go beyond
your existing
base using
trending topics
and hashtags, or
partnering with
other brands on a
campaign
5. The old rules
still apply –
customers expect
the same great
service online as
they do offline
5. Provide stellar customer service
In both online and offline retail, the element
that will truly give brownie points to your
brand is the customer service you provide.
Your duty doesn’t end once your product is
sold; in fact, it starts when customers begin
using the product.
Customer service plays a massive role when
it comes to shaping purchase decisions, so
make use of various low- or no-cost digital
tools that can help you monitor and respond
quickly to requests.
6. Highlight the perks
Customers love it when they can gain
additional perks along with products/
services. Highlight any perks you provide on
all social-media pages and websites, such
as free shipping, your loyalty program, or
a gift with purchase.
This will boost awareness and possibly
stimulate user-generated content online.
7. Be original and creative
There’s no sugarcoating for this one:
retaining new customers is even harder
than gaining them. For that, you need to
keep producing original and creative content
that keeps followers engaged and updated.
To help keep the flow of content going,
create a weekly content calendar and jot
down any post ideas in there first.
You don’t need to post 10 times a day; it’s
better to post less frequently but be sure
that each post is perfectly designed to create
an impact.
As you can see, you don’t have to spend
thousands on marketing your business and
attracting new customers. All you need to
engage customers is the correct strategy
that will work for your business.
Incorporate these seven elements into
your plan and soon your content will be
flowing in the right direction. Once you feel
like you have made a footing, you can keep
experimenting, measuring and tweaking
your strategy.
F V J E W E L L E R Y
A v i b r a n t c o l l i s i o n o f
p r e c i o u s s t o n e s , p e a r l s ,
& s t e r l i n g s i l v e r .
Maariaa
W W W . F A B U L E U X V O U S . C O M
HARSH AJMERA is the founder of Digital
Insights, a website exploring social media
platforms, tools and strategies.
Visit: blog.digitalinsights.in