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.

2019_Lilian_Raji_NEW.jpg
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

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Crowd of people in a shopping mall
SurveysJul 30, 2025
Consumer Confidence Ticks Up in July

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Tacori bezel-set diamond bands
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LA

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

×

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