If you’re looking to market your jewelry store on Instagram (and if you aren’t, you definitely should be), influencers are one of the best ways to quickly grow your brand and get greater exposure and reach with ideal clients. But how do you find and approach them? We’ve got the inside scoop.
Understanding Influencer Marketing
Influencer marketing, for those new to the world of Instagram, is a form of marketing where one individual, who consistently makes quality posts about a certain topic will start to form a little community or clique of their own as people seek them out for advice and recommendations. These people are influencers, and naturally, brands want to work with them in order to highlight their new products, upcoming sales or events and much more.
Finding Jewelry Influencers
There are lots of jewelry influencers on Instagram, many with their own devoted communities are formed around very specific types of jewelry like diamonds or watches. Here’s how to find them and evaluate whether or not they’d be a good fit for your jewelry store, step-by-step:
- Look at who has engaged with your jewelry store brand on Instagram - Some people may have already commented on your posts or otherwise engaged with your content and would likely love to connect with you.
- Spy on the competition - Who are some other brands you admire that work with influencers? It’s not a bad idea to ask if the influencer would like to work with a similar brand or niche as your style of jewelry is also along the lines of what they like.
- How well do they perform - You can take a look at the kind of reach and engagement the influencer gets with their post and monitor them over time to see how much it has grown, even if that particular influencer isn’t right for your jewelry business right this moment.
- Leverage Instagram’s fantastic search - Instagram offers a fully-featured search that lets you drill down into specific interests based on your search criteria. Make use of it to find great influencers to follow!
Reaching Out and Connecting with Influencers
Now that you’ve found them, the next step to connecting with influencers for your jewelry store is to reach out to them. If they’re making a living as influencers, they likely get lots of emails, phone calls and DMs (Direct Messages).
Ideally on Instagram, you want to build and nurture a relationship in the same way you would with a potential client. Rather than just blasting out an email to anyone and everyone, you’d get to know them first. Comment on their posts. Show interest in what they have to share. Ask questions and get to know them.
Then, when you're ready, approach them and share what you have to offer to make promoting your brand worth their time and effort. In addition, and we cannot stress this enough, don’t expect them to work for free or to do so out of the goodness of their hearts. Being an influencer means doing business and if you’re expecting some free exposure, don’t be surprised if they not only say no, but make an example out of you for everyone else.
But even if you can’t afford their fees, that doesn’t mean all is lost. There are still many “micro-influencers” you can follow and get to know who may not have an audience as large and expansive as the influencer you’re targeting, but can still have meaningful reach.
Use An Influencer Marketing Platform
If you're not having luck finding influencers organically, there are many platforms out there that can help you find the right people for the job. These platforms are really built for you if you plan on being aggressive with your influencer marketing as they are typically paid services. The good thing about these services is that you can search by the topics, location and number of followers.
Some options for you to explore would be:
Make Your Brand Worth Sharing!
Partnering with a social media influencer for your jewelry brand is a two-way street, in that you also want to make them look good! The way to do that is with a professionally-designed, easy-to-navigate website that showcases your products in the best possible light. If you need a website revamp or you need to update your social media strategy, it’s worth reaching out to the experts who have served the jewelry industry for over 20 years: GemFind Digital Solutions.
Contact us today to learn more about our extensive range of services and let’s work together to help build your brand on social and find the right kinds of influencers for your campaign!