Technology

The PR Adviser: Turning Staff into Influencers, Part III

TechnologyOct 01, 2019

The PR Adviser: Turning Staff into Influencers, Part III

In the final installment of her series on internal influencers, Lilian Raji shares tips for gaining more Instagram followers organically.

Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

Hello, my dear readers! Please forgive my absence. I’ve spent the summer laboring over my first e-book, “Influencer Fraud: Weeding Out the Fakers, Liars and the Delusional.”

Given that influencer fraud is now a $1.3 billion racket, I’m certain you’ll forgive me once you’ve picked up your free copy. Identifying influencer fraud is too immense a topic to cover in this column, so use this e-book with my compliments to protect yourself from scammers.

Now, back to our regularly scheduled column already in progress, as we finish our three-part series on turning one of your staff members into a super influencer, whom we’ve dubbed “Anastasia.”

In case you need a refresher, below is the original question and here are links to Part I and Part II.

Q. Dear Lilian,
Rather than paying influencers to help promote our business, how can I turn my staff into influencers?

Signed,
Keeping the Bacon at Home

A. How’s your hashtag strategy now that you’ve learned how to do it correctly? Have you been dazzling the 2,300 people who want to know #howtoaccessorize? What about the 35,000 who must know your jewelry #goeswitheverything?

If you’ve never considered hashtags like these, you’re not stretching your creative mind far enough. Our favorite grand dame, Patricia Faber, knows what we’re talking about here.

To promote Aaron Faber Gallery’s Barbara Heinrich collection, Patricia used #personalstyle, #putaringonit, #loveisallyouneed, #letmechoose and #powerofthering. Altogether, these five hashtags exposed Aaron Faber to more than 3 million Instagrammers.

More kudos to Patricia for choosing hashtags with a broad range of followers.

While #personalstyle has 2.6 million uses, #powerofthering only has 233. I assure you, however, those 233 followers are serious about the power of the ring. All 233 are more likely to see your post than all #personalstyle’s 2.6 million. Since Instagram allows up to 30 hashtags for posts and 10 for stories, there’s no reason not to diversify your selections.

Next, do you know how I landed Beth Farber’s jewelry in the recently concluded TV crime drama “Gotham?”

Simple; I asked. And that’s what you must do.

Email your customers an invitation to follow Anastasia’s Instagram account. Answer that ever-important question, “What’s in it for me?” with, “If you follow the account within the next seven days, you’ll receive a $50 gift certificate off your next purchase of $250 or more.”

Every few weeks, Anastasia will host an Instagram contest. Send out emails announcing

this contest, making it clear they must follow Anastasia for a chance to win. She’ll pick the winner of a sparkling, new fill-in-the-blank from her followers.

While you’ll announce the winner on Instagram, also send an email featuring the winner’s Instagram profile so you can instigate FOMO. (That’s fear of missing out, for all my non-millennials.)

(Also, just to let you know, I pick accounts to feature in this column from my Instagram followers. Make sure you’re following me to be on my radar.)

See how easy that was?

Need contest ideas?

How about hosting an “Accessorize Your Style” contest? Followers post pictures of themselves wearing a perfect outfit that could be made even more perfect with something from your store. They tag Anastasia to get her attention, and Anastasia, in turn, re-grams (or re-posts to her account) the picture. Whoever gets the most “likes” wins. Competitive followers will tag friends to encourage likes; those friends will then be inspired to follow you.

Find other jewelry, fashion or style-related accounts with 25,000-plus followers and take a peek at their followers. Now, follow those followers who are aggressive on Instagram. If they’re already fans of, say, Chopard, why wouldn’t they be fans of yours? Following them puts you on their radar and encourages them to follow you back.

One thing that’s absolutely necessary—a link from your website to your Instagram page. Bonus points if your website shows your Instagram feed in real time. Make it easy for customers to follow you without having to leave the “add to cart” button on your website.

Also, be consistent in your posting schedule. If you can’t post every day, commit to at least four days per week. The easiest way to do this? Schedule your posts in advance.

If you’re following me on Instagram (as you should be), you know that every Sunday at 12 p.m., you’ll be voting on your favorite of three different jewelry selections, each chosen from my jewelry show archives. Note: I’m not on Instagram every Sunday at noon, but my followers still show up to vote. Scheduling is your best friend.

Also, absolutely, positively, without fail, reply to every comment with a thoughtful, engaging response. Who doesn’t like being acknowledged for sharing their thoughts? Doing so encourages others to engage with you.

Engagement yields relationships, which breeds new customers. Never forget this.

Don’t worry about how long it takes to reach 50,000 followers. Your followers are arriving organically; they’re authentically interested in what you have to offer.

When the time eventually comes to buy jewelry, they’ll remember how you inspired them, like how these amethyst earrings from Martha Seely are inspiring me to hand Martha my Amex.

Your homework: Grab my new, free e-book, “Influencer Fraud: Weeding Out the Fakes, Liars and the Delusional.” I’ve included the original Influencer Marketing Toolkit in the appendix for your convenience.

Get a head start on learning how to identify fraudulent influencers because in my next column, we’ll be discussing the contractual terms of a relationship with outside influencers.

As always, my calendar is here if you need personal attention before then.

Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. Learn more at LilianRaji.com. Submit questions for Lilian to answer here and connect with her on Facebook, Twitter, Instagram and Pinterest.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

ColumnistsSep 27, 2022
Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

From a “whodunnit” murder mystery to a permanent jewelry party, Duvall O’Steen and Jen Cullen Williams share a wealth of suggestions.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Weekly QuizSep 22, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

GradingSep 23, 2022
GIA Career Fair Returns to Carlsbad

The Gemological Institute of America also announced plans for events in New York and London in 2023.

SourcingSep 23, 2022
See the Items in Gem Legacy’s 4th Anniversary Benefit Auction

One hundred percent of proceeds will benefit the nonprofit’s silicosis prevention initiative.

CollectionsSep 23, 2022
Piece of the Week: Emily Weld Collins’ Amulet

Inspired by antique coins, it depicts a “hippocamp” from Greek mythology.

EditorsSep 22, 2022
4 Things Seen and Heard at the 2022 HardRock Summit

Gemstones Editor Brecken Branstrator dishes on the latest color to trend, the show floor buzz, and more from Denver.

TrendsSep 22, 2022
There’s a New Book on Tiffany & Co.

Written by historian Vivienne Becker, it accompanies this summer’s Tiffany jewelry exhibition at London’s Saatchi Gallery.

Supplier BulletinSep 22, 2022
Using Commerce Data to Outshine the Competition in the Jewelry Industry

Sponsored by Bloomreach

SourcingSep 22, 2022
First Diamond Recovered From Burgundy’s Ellendale Restart

Burgundy also announced the retail launch of its diamond brand, Maison Mazerea.

Events & AwardsSep 22, 2022
JCK Industry Fund Now Accepting Applications

Organizations with a project or initiative aimed at bettering the jewelry industry are encouraged to apply.

Lab-GrownSep 21, 2022
An Updated Look at the Lab-Grown Diamond Market: Size, Pricing, and More

As the end of 2022 draws near, National Jeweler offers another deep dive into lab-grown diamond market data.

TrendsSep 21, 2022
These Are the Diamond Jewels to Stock for the Holidays

These trending-yet-timeless pieces are no-brainers for customers in search of the perfect gift.

SourcingSep 21, 2022
A Day in the Life: Daniel Namdar, Fancy Color Diamond Specialist

Namdar joins a long line of diamond experts, but his love of the trade was learned rather than inherited.

Lab-GrownSep 21, 2022
Looking Ahead: 4 Factors That Could Shape Lab-Grown Diamonds’ Future

Growing supply and falling prices likely will make differentiation a necessity and a reality, according to analyst Paul Zimnisky.

AuctionsSep 21, 2022
Egyptomania at Sotheby’s: See the Egyptian Revival Jewels Heading to Auction

The auction house is celebrating 100 years since the discovery of King Tut’s tomb.

MajorsSep 21, 2022
Claire’s Expands Walmart Partnership

The chain’s jewelry and accessories are now available in 2,500 Walmart locations.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy