In today's world, jewelry businesses come up against seemingly insurmountable obstacles. With social media, there are affordable, effective methods to advertise your jewelry business.

1. 7 Steps to Succeed
on Social Media for
Jewelers
With Dave Ganulin
Director of Marketing,
@LikeableLocal
#LikeableWebinar

2. SOCIAL MEDIA =
THE NEW WORD OF MOUTH
90% of people trust
business
recommendations from
someone they know.
People are 4x more
likely to buy when
referred by a friend
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3. SOCIAL ADS HAVE BUILT
IN ENDORSEMENTS
FROM FRIENDS.
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4. THE REALITIES OF SOCIAL MEDIA
•$8.5 billion was spent on social in 2015.
•$14 billion will be spent in 2018.
BUT
•Social media will NOT bring you immediate
results.
•Social media cannot make up for a bad
product or service.
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5. SOCIAL MEDIA IS YOUR
MARKETING WEAPON
•There are 1.44 billion Facebook
users.
•71% of people trust services they
find on social media.
•The average user logs into social
networks 1.72 hours per day.
•That’s 28% of all online activity!
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6. Potential sales are out there on
social media!
Arm yourself with the knowledge to
defeat anxiety about social!
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7. 7 Questions We Hear a Lot About
Social Media
•Why isn’t anyone seeing my content?
•Will people engage with a sales pitch on
social?
•Do I have to constantly think of new
content?
•What if I get a bad reputation online?
•How do respond to online comments?
•Does everybody else already have a head
start on social media if I’m starting now?
•Does anybody click ads online?
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8. 7 Steps to Succeed on Social Media
for Jewelers
•Overcoming the Facebook Reachageddon
•Sell without selling
•Use, reuse, and recycle great content
•Incentivize referrals, respond to reviews,
and surprise and delight
•Customer service is on social media now
•Educate yourself
•Show personality and be Likeable, even in
paid advertising
#LikeableWebinar

9. 1. Overcoming the
Facebook Reachageddon
“Obstacles don't have to stop you. If you run into a
wall, don't turn around and give up. Figure out
how to climb it, go through it, or work around it.”
- Michael Jordan

10. Facebook Reachageddon
“Facebook
Reachageddon”
means businesses
now have to pay to
play to get their
content seen”
= The End of Organic Reach.
If you aren’t paying to boost your
posts, only 1-2% of your fans will
see your posts organically

11. A FEW YEARS AGO IT
HAPPENED TO BIG BRANDS
.03% of
their
following
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12. NOW IT’S HAPPENED TO SMALL
BUSINESSES
… LIKE YOU
.006% of
their
following
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13. SOLUTION: Advertise Smarter
✓Set Goals
✓Reach The Right People
✓Scale Smarter
3 Pillars of Ad Success

14. SET S.M.A.R.T GOALS FOR
YOUR SOCIAL ADS
Specific
Measureable
Attainable
Relevant
Time Bound
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15. REACH THE RIGHT PEOPLE
Use Hypertargeting & Nanotargeting
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16. Let the Algorithm Help You Out:
Custom & Lookalike Audiences
✓ Get more business and referrals from current customers
✓ Attract people similar to your current customers
✓ Get already-interested prospects closer to buying
✓ Retarget “cold-feet” visitors

17. TURBOPOST™

18. 2. Sell Without Selling
“The best marketing doesn’t feel like marketing.”
- Tom Fishburne

19. The 4-1-1 Rule (Guideline)
For every 6 pieces of content…
• 4 Pieces of Curated Content
• 1 Piece of Unique Business-Specific Content
• 1 Piece of High-Value, Lead Generation/Sales Content
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Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique

20. Curated Content
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21. Unique Business-Specific Content
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22. High Value Content
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23. 3. Use, Reuse, and Recycle
Great Content
“Traditional marketing talks at people. Content
marketing talks with them.”
- Doug Kessler

24. Follow the 10 Commandments
of Content Creation
~From our Free eBook SocialContentEBook.com ~
-Give your followers a reason to engage
-Think positive
-Remember to K-I-S-S (Keep It Simple, Stupid!)
-Have a Conversation
-Ask Yourself: Is it Shareable?
-Know How to Properly Curate
-Be Mindful of the 4-1-1 Rule
-Keep It Timely
-Use Visuals To Enhance Your Message
-Tell a Story
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25. Recycling Content Works
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26. #LikeableWebinar

27. #LikeableWebinar
“It’s your responsibility to
share and re-share great
content.”
-Dave Kerpen

28. Rework Your Content to Make It Fit Every
Social Network
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29. 4. Building an Online Reputation
“A story to me means a plot where there is some
surprise. Because that is how life is - full of surprises.”
- Isaac Bashevis Singer

30. You Never Get What You
Don’t Ask For

31. Referrals:
Incentivize and Ask
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32. Reviews: Don’t Be Afraid To Ask For Them!
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33. #LikeableWebinar
Show some
<3

34. 5. Social Media: The New
Customer Service
"There are no traffic jams along the extra mile."
- Roger Staubach

35. How to Respond on Social Media
Do Not Delete
• This tells your customer you don’t care.
• There are a few exceptions. Feel free to get rid of
obscene comments or private information.
No response is a response
• Tells your customer their opinion doesn’t matter
• Ignoring a comment = putting someone on hold and never
getting back to them
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36. How to Respond on Social Media
When responding to a negative comment
• Respond quickly and publically, then respond to the
customer privately
• ALWAYS apologize
• Don’t forget to also respond to the positive comments
• Thank you’s go a long way!
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37. How to Respond on Social Media
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38. 6. Educate Yourself
“Education is the most powerful weapon which you
can use to change the world.”
-Nelson Mandela

39. Free Online Materials =
Education is Possible for Everyone!
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What else can you post to sell without
selling?
~Check out our Free eBook SocialContentEBook.com
~

40. Why Offer Your
Followers Freebies?
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41. 7. Show Your Personality,
Be Likeable
"I would maintain that thanks are the highest form of
thought; and that gratitude is happiness doubled by
wonder."
- G.K. Chesterton

42. Use Your Unique Brand Voice
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43. Use your brand to tell stories!
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44. Say Thank You!
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45. NOW LET’S REGROUP…
#LikeableWebinar
•Overcoming the Facebook Reachageddon
•Sell without selling
•Use, reuse, and recycle great content
•Incentivize referrals, respond to reviews,
and surprise and delight
•Customer service is on social media now
•Educate yourself
•Show personality and be Likeable, even in
paid advertising

46. THANK YOU / QUESTIONS
Connect with me:
@LikeableLocal
contact@likeablelocal.com
(212) 359-4347
@dganulin
davidg@likeablelocal.com
Grow your business
at LikeableDemo.
com
Mention #LikeableWebinar to
save!
“How dare you settle for less when the world has made it so
easy for you to be remarkable?” - Seth Godin
GRAND PRIZE!