SAN ANSELMO, CA - MAY 09: The Facebook website is displayed on a laptop computer on May 9, 2011 in San Anselmo, California. An investigation by The Pew Research Center found that Facebook has become a player in the news industry as the popular social media site is driving an increasing amount of traffic to news web sites. (Photo Illustration by Justin Sullivan/Getty Images)

Words by David Glenwright, head of social media training at JC Social Media

If you think social media marketing is hard work, you’re in good company. Whilst posting a few pictures a week on Facebook might not seem too difficult, actually generating results that benefit your business is another matter entirely. Anyone who has invested time and energy in Facebook or Instagram understands that it’s tough to gain traction and influence people’s buying decisions.

Whether your business creates high-end, made-to-order pieces or sells affordable mass-market jewellery on an e-commerce site, there is a strategy for you.


I’ve worked with hundreds of business owners to help them generate better return on investment on social media. There are common trends amongst their frustrations and how their businesses can improve. For jewellers, visual channels such as Facebook, Pinterest and Instagram are important and could be hugely profitable for your business so it’s crucial to get them right.

In this article, we focus on making the most out of Facebook. With over 2.2 billion global users, Facebook remains the mother of social networks and the most likely place your business can find new customers. Facebook reaches around three quarters of the UK’s adult population so it’s no longer just a social network for ‘young people’. Facebook has become a marketer’s dream with businesses now able to have an online shop actually sat on their Facebook page.

Content is King
As cliché as “content is king” is, in the digital marketing world it still rings true. In order to grow your Facebook presence, build a rapport with fans, and generate sales and enquiries, your content needs to represent your brand effectively. Let’s look at the difference small improvements can make.

Steven Charles Quance is a bespoke jeweller based in Birmingham’s famous Jewellery Quarter. Steven designs and handcrafts pieces for a range of clients across the UK including royalty and people in the public eye. We helped Steve improve the quality of the content he shared by making some key changes that may help you too.

First up, Fig.1 (below) is the kind of post he would share on a regular basis from his business account. You will have seen content similar to this right across Facebook.

Fig 1.

By making some small improvements in the tone of voice and the image used, we were able to achieve dramatically improved results. Below (Fig 2) is something he shared recently. You can see the wording is simpler yet more emotive and the focus is on the meaning of the rings rather than the technical specification.

Fig 2.

Over 21,000 people saw this post, which gained 1,200 post reactions; perfect for generating brand awareness. Some media spend was also used to boost this post to a targeted audience but around 40% of the reach was organic.

This is a perfect example of how applying some expertise to your posts can generate significantly more traction and return from your efforts. Compelling imagery really is the key for most social channels because people scroll their news feeds very quickly.

There is no e-commerce element to Steven Charles Quance’s website so all enquiries come through Facebook and are directed to Steve for a call. Once Steve’s account began prioritising high-quality video and imagery, his products and craftsmanship spoke for themselves. Promoted posts, particularly engagement rings targeted at an audience in the right demographic, typically lead to several enquiries each week. It is important that these posts are kept simple, with a clear call to action if sales are the priority for that post.

Steve’s account is a perfect example of one which has become both a brand awareness and sales-generate tool.

Paid Facebook Advertising
In recent years Facebook has increasingly made it challenging for brands to reach their audience without investing in their ads programme.

They’ve done this by squeezing the organic reaches of business pages down to a bare minimum so the of majority posts will receive hardly any engagement unless you have a monster following.

Paid Facebook advertising is incredibly powerful; so much so, it earned Facebook a cool $40billion in 2017! The vast amount of information shared on the platform enables marketers to accurately target their audience with the social channel’s content.

There are essentially two ways of using paid advertising on Facebook. You can either ‘boost’ an existing post, like we did with Steven Charles Quance’s page, or you can set up adverts through Facebook’s ads manager.

Boosting posts is much easier if you’ve never run ads before.

The two important facets of boosting posts are the post itself, and the audience that is targeted. Images need to be eye-catching and compelling enough to stop people idly scrolling through their news feeds.

Audience targeting is really important to get the best results. You can target individuals based on dozens of criteria so ensure you narrow your audience appropriately. You want to avoid being so niche that there are only a few thousand people in your selected audience, but you should eradicate people who are unlikely to be interested. Don’t waste money competing for clicks from people who are unlikely to buy.

If you go the more complicated route and try Facebook’s ads manager, it’s important that you set up a range of adverts in an advert-set to see which ones perform best. Keep a close eye on them; stopping those that don’t work and iterating the ones that do.

An added bonus is that since Facebook acquired Instagram, you can use their adverts manager to push ads to Instagram too. Much of the process is exactly the same but you can reach an even wider audience.

Add Value to Your Audience
The strategies of higher and lower end jewellers will be different on social media. Higher end jewellers require a different feel to their social accounts and their advertisements must be much more refined in order to target individuals with enough budget to purchase their pieces.

More affordable jewellery has a much wider audience base but brands tend to face fiercer competition. It is important to invest in eye-catching visuals, build a strong base of followers and use paid media spend effectively.

‘Value-adding content’ should form the majority of your everyday social media content. Whilst paid media or influencer campaigns are designed to generate sales, your other content should focus on building a trusting relationship with your audience.

Constantly selling your wares will soon alienate your audience so it’s important to share products in a way that doesn’t feel like a hard sell.

Mixing up content by sharing information about the brand, its history, employees or industry-specific information helps build an affinity beyond your product lines.

If you think you’re clambering onto the social media bandwagon too late; you’re not. The immediacy of social media means brands can take up the mantle at any point and start making an impact on their online presence straight away.

Many of the principles of running a successful Facebook account relate across other channels including your own website. The images and wording that work on Facebook are likely to work across Twitter and Instagram too – so we recommend cracking Facebook first.

David Glenwright is head of social media training at JC Social Media, a specialist digital marketing agency. David has provided training and consultancy to some of the UK’s largest brands. For more info visit