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How To Create A Social Media Content Calendar For Your Jewelry Business

The most successful jewelers plan ahead. On social media, they know exactly what they’re going to post online and which styles they’ll promote. A social media content calendar is a must-have for any serious digital marketer. Without a calendar of upcoming posts, you’re simply flying blind.
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 In this article, we’ll explain exactly what you need to be successful on social media and ensure that your content gets results.

What Is A Social Media Calendar?

A social media calendar is a full view of your content for the next 3 to 6 months, or longer.  It shows you what type of jewelry you’ll be promoting, lists specific styles, specifies what type of copy and creative is needed, tags to include, notes the date and time the content will be posted, and on which social media network.  Everything is all in one place!  Even having just a 1 month calendar can make a huge difference to your jewelry business.

Why Every Jeweler Needs A Social Media Calendar

According to a recent survey, over 72 percent of the US population uses at least one social media platform on a daily basis.  This makes social media one of your most important digital marketing channels and can’t be ignored.  It’s where your local audience lives online and is one of the best ways  to reach them.

A social media calendar has many benefits.  It saves you time and reduces errors.  It also helps you to create a more cohesive campaign and a stronger brand identity for your jewelry store.  With a well-planned calendar you can create timely sales promotions and holiday campaigns, tracking your performance more accurately.  It’s easy to get started if you break it down.

Preparing The Ultimate Social Media Calendar

Here are five easy steps to create the ultimate social media calendar.

Step 1: Set Clear Goals

For every piece of content you post on social media, you want to have a clear and compelling reason.  Why are you posting on your social media channel?  Do you want to generate brand awareness or a direct sale?  What do you want your audience to do when they see your post?  Is your goal to get a like, comment or  share?  Or, is it to drive traffic to your website?  For some jewelers, their main purpose is to gain followers and build up their audience.  

As you can see, every post on social media can produce many types of results.  You want to make sure that your posts are producing the result that you want—which is a result that meets your business goals.   This is what determines the strategy for your social media calendar.

Step 2: Outline And Prepare Your Content

The next step is to outline and prepare your content.  This is often the most difficult and time-consuming part of having a successful social media calendar.  

As you design your content calendar, you’ll want to consider what type of jewelry you want to promote.  Will it be bridal or fashion?  Which styles do you want to feature?  Will it be a necklace, ring, bracelet or pair of earrings?  With hundreds of choices in your showcase, you need to be selective about what you want to show your audience.

When creating content, it’s also important to consider if it will be a product shot or a shot with a model.  Video content typically performs better than static photos or carousel posts (multiple photos), but you need a good mix of both.

Aside from promoting jewelry styles, your content calendar should be used to cross-promote your blog posts, highlight upcoming events and announcements, special promotions, and even user-generated content (UGC) from your fans and followers.  

Step 3: Capitalize On Special Events And Occasions

Seasonal holidays such as Valentine’s Day, Mother’s Day, Father’s Day, and the Summer Wedding Season, are all areas you can build social media content around.  Of course, two of the most important times of the year for jewelry retailers are Black Friday and Cyber Monday.  You’ll want to start promoting these events at least a few weeks ahead of time to build anticipation and grow sales.  It’s the perfect opportunity to get in front of your audience because consumers are on the lookout for special deals and expect to spend money every year around this time.  To be successful, a social media calendar needs many types of content to remain relevant to your audience.

Step 4: Determine Your Post Frequency

How often you post is determined by how aggressive you want to be and what your resources allow.  At a minimum, you should be posting at least 2 to 3 times a week, but preferably much more.  The most successful jewelers post fresh content on a daily basis.  They also usually have a dedicated marketing person in-house or work with a digital agency or outside team to help produce the content they need to engage with their fans and followers.  With increasing short attention spans and consumers checking social media throughout the day, there’s no reason why you can’t post more.  The only limit is your creativity.

Step 5: Track Your Social Media Results

Of course, none of this matters unless you track your results.  How else will you know that your social media content calendar is working?  It’s important to use Google Analytics and check your social media reports inside each channel’s control panel.   You want to see how each post performs as well as how much traffic it drives to your jewelry website.  Your KPI’s are: total post reach, user engagement (likes, comments and shares), followers gained, and sales conversions.  Measure everything to see what’s working and what’s not.  You can use this feedback to adjust your content and improve your results.

In summary, a social media calendar is your map to a successful digital marketing strategy.  By spending just a few moments to plan ahead, it can dramatically increase your jewelry sales.    If you need any help creating an effective content calendar for your jewelry business, don’t hesitate to contact us at hello@smartagesolutions.com

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