In-person and ready to get back to business, the Atlanta Jewelry Show welcomed the jewelry industry back to a live event on March 5-6, 2022. The AJS has always prided itself on bringing industry experts together to celebrate and advance the jewelry industry. And this year was no exception as they partnered with Technology Therapy Group for a 1-Day Digital Marketing Intensive featuring TTG President and Lead Trainer Jennifer Shaheen. For over 20 years, her supportive and growth-oriented approach has encouraged and inspired audiences to make meaningful, profitable changes for their small businesses in the evolving world of digital marketing.
An experienced instructor and engaging speaker, Jennifer lent her expertise to the importance of virtual selling in the jewelry industry. “Virtual selling is online shopping.” There is a need in the jewelry industry to bridge the gap between online and in-store purchases and bring that personal connection to eCommerce. As Jennifer explains, “Virtual selling has gone mainstream,” and retailers need to give their customers an authentic personalized experience. Every cloud has a silver lining. Due to the pandemic, shopping online is becoming easier by the day, and luxury items like jewelry that have typically been difficult to access, have discovered a novel way to reach a wider public.
We all know where people are spending most of their time. The answer is social media platforms. Jennifer discusses harnessing the power of social media platforms to generate more leads. She explainsthat social selling is the process of using tools like Facebook, Instagram, and Google My Business to create relationships and deliver value to shoppers. “Social media selling establishes two-way conversations and private chats where jewelry retailers can engage shoppers by posting a picture of a piece and then selling it directly to them.” This process shortens the sales cycles, increases brand visibility, and improves customer rapport.
Improving Sales with Videos
When it comes to jewelry purchases, shoppers not only want to see the piece, but they also want to know its scale, and posting video content can be highly effective. Amping up your video marketing strategy can set your jewelry business apart from the competition. As Jennifer explains, video content means using videos for promoting and telling people about your product. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium. “It doesn’t have to be a professional videographer either; jewelry stores have the best lighting.” Having a sales associate try on the piece and explain what it is can resonate with the customer and provide a call-to-action to encourage viewers to purchase.