Facebook For Jewelers Part 1: Starting Your Facebook Marketing The Right Way

In this ongoing series, we'll teach jewelers a clear step by step game plan to help get their Facebook marketing off to a good start.

I have a feeling that this Facebook series is going to be wildly popular. After all, “Facebook” has been the buzzword for the past many years. Though. many jewelers still think that spamming their page with discounts and cute photos is an intelligent Facebook strategy.

I say it all the time – using your Facebook business page as if it’s a personal page just isn’t a strategy that’s going to drive sales. There are legitimate techniques to use to get your Facebook plan off to a solid start. I’ll cover it all in this ongoing weekly series.

What Makes A Good Facebook Strategy?

Well, to start, we need to use proper Inbound principles. This will be the next series. Inbound Marketing is – at least in my opinion – what separates the people “doing OK” online from the people “doing great” online. Inbound Marketing is the principle of sharing worthwhile, great content to your audience instead of slamming them with blatant ads. We’ll delve deeper into this in the next series as I said. For now, just know that you need to be creating content that people will actually want to click.

Second, we need to use ads. If you’re stubborn about paying Facebook to advertise, you’re not alone. Some jewelers just don’t think its fair to have to pay to reach their audience. Interesting they’re not complaining about paying to run a newpaper ad, though. I encourage you to read THIS ARTICLE where I explain why you really need to be running some ads.

The Proper Starting Point

There are a few things that every jewelry store, brand, designer, and manufacturer should do immediately to jump start their Facebook success. I consider each of these three strategies the starting point for any Facebook page I’d manage.

  1. Custom Audiences
  2. Pixel Audiences (a specific kind of Custom Audience)
  3. Lookalike Audiences

I’m going to cover each of these things in their own article as part of this series. Today we’ll review the basics of custom audiences, and next week I’ll show you how to create a custom audiences campaign.

Custom Audiences

Did you know you could upload your own contacts/customer list into your Facebook page? You can, and they’re called Custom Audiences. This is an extremely, extremely powerful thing. You upload your customer list and Facebook tries to match as many of them as possible with Facebook profiles.

Sure, you can reach your customers through email and other methods – so why try to reach the same people on Facebook? Simple – because when they see an ad or post on Facebook, all they have to do is click it to get to your site. Its very easy for them to click the ad and go to your page. Uploading your customers list to Facebook enables you to fine-tune your ads and reach the people you already know buy your product. Again, you may be reaching the same people in your newsletter list, but reaching them on Facebook gives them a much easier way to click through.

Secondly, custom audiences always seem to cost much less money. Facebook ads are very inexpensive to begin with, but custom audiences are my favorite. As an example, we ran a series of ads with a minimal budget in different formats to different groups so that we could test which types of ads and audience combinations get the most clicks to our site. Check it out below:

As you can see, both ads had the same exact content. We only changed who we targeted. The top ad was promoted to the people who already like our Facebook page. The bottom ad was targeted to our custom audience. THE CUSTOM AUDIENCE AD got 5x more visibility, 3x more link clicks, and was HALF THE PRICE!

And its not just this test where I’ve seen it. This is a pretty consistent thing I’ve seen with many, many clients. Custom audiences are fantastic.

How Should You Be Using Your Custom Audiences

Well, that’s entirely up to you and your creativity. But I’ll give you a couple solid starting points.

Idea 1: Target “Like Our Page” ads to your custom audience. Remember, your custom audience is your newsletter/customer list that you uploaded. There are probably many of them who like your business but who don’t follow you on social media yet. This is a good way to get these people to follow your page

Idea 2: Ad Targeting is going to be easier now that you have a custom audience. You need to make sure that you’re producing content for customers in each phase of their journey. For example, you’ll want to publish blog articles for people that are completely unfamiliar with your audience, as well as produce content for those who already know about your business or who are in shopping mode. Now you’ll be able to target different audiences based on what your goal is for that campaign.

Idea 3: You can really target your ads further. For example, you can use a custom audience for ANYTHING – it doesn’t have to be your full customer list. Maybe you’ll decide to upload a list of contacts who purchased something from your store during Christmas last year, so that you can target them for Christmas again this year. As you can see, you can use custom audiences to segment your marketing aim.


  1. How to create Custom Audiences – a step by step
  2. Custom Pixel Audiences – review and implementation
  3. Lookalike Audiences

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