7 WAYS JEWELRY BRANDS CAN USE INFLUENCER MARKETING
Out of all the industries, who uses influencer partnership marketing the most? Fashion and accessories brands, including jewelry. Companies like Daniel Wellington, Glossier, and Mejuri have basically built their brands on the back of influencers, with some of them dedicating ALL of their marketing efforts to influencers. With all the buzz around influencer marketing, you may be wondering how you can use influencers to grow your jewelry brand. We’ve outlined our 7 favorite ways to shape influencer campaigns.
BUILD MORE BRAND AWARENESSThis is one of the most popular ways that jewelry brands choose to use influencers as part of their marketing strategy. Working with influencers undoubtedly will expand your reach and promote brand awareness. If you are looking to build top of funnel traffic and drive traffic to your social platforms and website, influencers are one of the best ways to do that.
INCREASE SALESIncreasing your overall reach is nice, but let’s be real, any online retailer’s bottom line is sales. If you want to utilize influencers to drive more sales to your online store, simply handing out free bracelets is not going to cut it. We’ve found one of the best ways to drive consistent sales is to build long term relationships with influencers and develop unique campaigns. This means not having one-off giftings, but using influencers over the course of months or even years through multiple campaigns. This allows the influencer’s audience to become familiar with and educated on your jewelry brand, thus resulting in higher purchase conversions.
REACH NEW AUDIENCESSimilar to building brand awareness, you can also utilize influencers in your marketing strategy to reach new audiences. Let’s say you have a new jewelry line specifically geared towards moms. Your audience is comprised of mostly females, but with this new line, you want to get even more granular and target moms. Who better to do that than a trending momfluencer?! Forming a relationship with a well known mom blogger can help you dial into an extremely targeted audience you might otherwise not have been able to reach.
DIVERSIFY MARKETING EFFORTS
You’ve heard it before… don’t put all your eggs in one basket or in this case don’t put all your diamonds in one jewelry box. This principle should apply to your overall marketing strategy as well and influencer marketing is a way for your brand to mix up your marketing channels.
IMPROVE BRAND ADVOCACY
Consumers are 56% more likely to buy a product after seeing it in a positive or relatable light on social media. Influencers help spread brand advocacy and can be your brand’s biggest cheerleaders. Not only can they show how jewelry looks IRL, but they can share WHY they love your brand so much and what it means to them, thus helping promote a positive brand image.
HAVE SUCCESSFUL PRODUCT LAUNCHES
Launching a new product or jewelry line? What better way to build buzz than by engaging influencers. Not only will influencers help to increase awareness of the launch and sales, but they can also provide your brand with reviews BEFORE you even launch, making consumers even more excited to buy when they see all the positive feedback on your site.
Not everything your brand does with influencers needs to be on a major scale. Don’t forget about the power of brand ambassadors or micro influencers. Not only does including them in your marketing campaigns engage some of your biggest supporters in a unique way, micro influencers also tend to have some of the best engagement and highest ROI.