Marketing With Laryssa

Episode #303 - "How to Leverage "Micro Moments" in Jewelry Marketing"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #303. I want to talk about micro-moments in marketing! In marketing, "micro-moments" refer to the small instances when consumers turn to their devices to act on a need, whether it's to learn something, do something, discover something, watch something, or buy something.

These micro-moments provide opportunities for a jewelry brand to engage with customers by being present with relevant, helpful content or offers at the exact time they're needed.

As a jewelry brand, it's crucial to be present during micro-moments because these customers have a clear intention. Instead of interrupting them, you're connecting with them right where they are.

In this episode, I'll share examples of micro-moments and offer guidance on how you can tailor them to your brand and storytelling. This approach will help you connect with your ideal customers where they are, offering them more than just a product—providing real value and fostering an emotional connection.

In our "Gold Mine" segment, I want to talk about the importance of kindness and humility in business and how these qualities can take you further than you might expect.

Transcript: https://joyjoya.com/micro-moments-in-jewelry-marketing

00:00 Start 3:53 Primary Episode Content 15:15 The Gold Mine

Episode #302 - "How to Pivot Jewelry Marketing For Rising Gold Prices"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #302. I want to talk about gold prices! As I'm recording this episode, the price of gold is over $2,500 per ounce. With gold prices continuing to soar, fine jewelry designers and small brands are finding themselves at a crossroads.

Do you stick to your roots, crafting luxurious pieces in the traditional solid gold your customers love, or do you pivot to keep your creations accessible and your business thriving?

The good news is, there's no need to choose just one path. In fact, the rise in gold prices is the perfect opportunity to flex your creative muscles, offering fresh, innovative solutions that not only meet the market's demands but also elevate your brand's allure.

Imagine transforming the challenge of rising costs into a golden opportunity—literally! By embracing out-of-the-box marketing and merchandising strategies, you can continue to dazzle your customers with the magic of gold, all while staying true to your brand's unique identity.

Whether it's mixing metals, introducing new materials, or simply reimagining how you tell your brand's story, the possibilities are as limitless as your creativity. So in this episode, I'm going to dive into some fun and inventive ways to navigate these golden waters and come out shining brighter than ever.

In our "Gold Mine" segment, I just want to share some fun things that have been happening on JoyDeck this month - and how you can join our new jewelry marketing support platform if you're interested.

Transcript: https://joyjoya.com/how-to-pivot-jewelry-marketing-for-rising-gold-prices

00:00 Start 4:29 Primary Episode Content 18:30 The Gold Mine

Episode #301 - "Jewelry Marketing Lessons From the Summer Olympics"

Learn more about JOYDECK: https://myjoydeck.com/

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #301. This episode is airing on the same day as the closing ceremony of the 2024 Summer Olympics, and I wanted to share some thoughts on the intersection of jewelry, tradition, and marketing. If you think of a medal as a piece of jewelry, then Olympic medals are arguably among the most coveted pieces of jewelry in history.

I recently watched a video segment about this year's medals, which were designed and crafted by Chaumet. With this design, Chaumet has made history as the first jeweler ever to design the medals for the Olympic and Paralympic Games. This is truly a significant moment for the world of jewelry.

It got me thinking—nobody is born with a love for jewelry. There's always a reason behind it. Whether it's for nostalgia, accomplishment, self-expression, or even just a tactile connection, jewelry holds personal meaning. The Olympics this year have highlighted how deeply symbolic and significant jewelry can be, and these insights can definitely inform your marketing strategies.

By understanding the emotional and symbolic reasons why people are drawn to jewelry, you can craft marketing that truly resonates. Just as Olympic medals symbolize achievement and history, your jewelry can connect with customers on a deep, personal level.

In our "Gold Mine" segment, I'll also be reflecting on my experiences at the NYC trade shows this year, including NY Now, Melee, and Meghan Patrice Riley's "Spotlight Designer Jewelry Presentation." If we crossed paths there, it was great to see you!

Transcript: https://joyjoya.com/jewelry-marketing-lessons-olympics

00:00 Start 4:28 Primary Episode Content 17:31 The Gold Mine

Episode #300 - "Introducing Our New Jewelry Marketing Support Platform: JoyDeck (and the Joy Joya Grant Winner!)"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #300. Yes, it's a milestone one, so I'm making it special! Side note - did you know I published my first episode in November 2018 and have pretty much added new episodes weekly since then? But please don't go back into the archive that far; I don't even want to know what's back there. I'm coming up on six years this November! And yes, this will be relevant when you hear the topic of this week's Gold Mine segment.

But anyway, in today's episode, I'll be announcing the winner and finalists of the Joy Joya Summer 2024 Emerging Jewelry Brand grant!

I also want to introduce our new JoyDeck jewelry marketing support platform, which is officially launching this week. This platform has been over a year in the making since I first conceived of the idea, and I'm thrilled to share that it's finally live. I want to tell you all about it and how it can benefit you—I think many of you will love it!

In the Gold Mine segment, I'll share tips on how you can put yourself on the hook for generating jewelry marketing content ideas over and over and over for the long haul. If you often feel like you can't come up with good ideas, this might change your perspective.

Joy Joya Summer 2024 Grant Winner And Finalists WINNER Twyla Dill - https://www.twyladill.com/ Blossom and Shine - https://www.blossomandshine.com/ Delphine Leymarie Jewelry - https://delphineleymarie.com/ Kate Winternitz Jewelry - https://www.katewinternitzjewelry.com/ CinnamonSticks Designs - https://www.cinnamonsticksdesigns.com/ Elisha Marie Jewelry - https://elisha-marie.com/

Transcript: https://joyjoya.com/introducing-joydeck-jewelry-marketing

00:00 Start 4:44 Grant Winner Announcement 8:04 Primary Episode Content 22:34 The Gold Mine

Episode #299 - "How to Cope With - and Communicate - Change in Your Jewelry Business"

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #299. In today's episode, I want to discuss a challenging topic: change. If you've been in business long enough, you'll inevitably face change. It's crucial to manage it not only for yourself but also to effectively communicate it to your customers. I found an interesting statistic about change from the "Change Perception Index": 1 in 3 people would avoid change if they could.

The reality is that people aren't afraid of change itself but rather the emotions that come with it. Feelings of losing control, having to learn something new, or feeling unsettled are common. One of my favorite quotes about resistance to change is from Harvard Business Review: "Change is resisted when it makes people feel stupid." It's a powerful reminder of why change can be so challenging.

So, how do you navigate change as a business owner and communicate it to your audience and customers? This episode is all about embracing change gracefully and guiding your customers through a smooth transition, so they don't feel lost. Change is uncomfortable, but we're going to tackle it head-on.

In the GOLD MINE segment, I'll share my personal experiences with change in my business. I have a persistent fear of making someone angry, even unintentionally (a topic for a therapy session!), but change often brings uncertainty, and it's inevitable that something might go wrong, upsetting someone along the way. I'll share my strategies for coping with this fear and managing change effectively.

And just to keep you in the loop, I'll be announcing the grant winner and the runners-up on next week's episode! I can't wait to share the results of the summer marketing grant. As I mentioned, we had a record number of applications, so it's been such a tough challenge going through all of them!

Transcript: https://joyjoya.com/manage-change-jewelry-business

NYC Meetup With Liz Kantner, Robin Kramer and Me: Sunday, August 4th from 6:30-8pm HOWN Cocina & Cocktails 518 W. 27th Street, NYC

00:00 Start 6:23 Primary Episode Content 20:09 The Gold Mine

Episode #298 - "How to Work Smarter (Not Harder) on Jewelry Marketing"

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #298. In today's episode, I want to have a heart-to-heart about the time you spend on your marketing efforts. Many jewelry solopreneurs, like yourself, may not be dedicating as much time as they could to working on their businesses, especially when it comes to marketing.

It's not because you don't know what to do—often, the challenge is figuring out where to start. Marketing can feel overwhelming, leaving you unsure about the best way to spend your time. This can lead to spending very little time on marketing, simply because it's tough to decide where to begin.

I could remind you endlessly to spend more time on your marketing, but that's not what I'm here to do. Instead, I want you to work smarter, not harder. This episode is all about maximizing your marketing efforts so you don't spend endless hours reinventing the wheel each time you engage in a marketing activity. Intrigued? Keep listening or watching for the details.

In the GOLD MINE segment, we'll tackle the topic of gatekeeping, its prevalence in the industry, and why it doesn't have to be that way. If you find it difficult to access valuable information about starting and growing a business, stay tuned for this segment near the end.

Transcript: https://joyjoya.com/how-to-work-smarter-not-harder-on-jewelry-marketing

00:00 Start 4:11 Primary Episode Content 14:50 The Gold Mine

Episode #297 - "How to Take Back Control of Your Jewelry Marketing"

Welcome to Episode #297. In today's episode, I want to remind you that you are in control of your marketing. This message was inspired by a recent Instagram post highlighting some common frustrations faced by jewelry business owners, such as:

• Customers complaining about high prices

• Retailers operating on a consignment basis

• Algorithms limiting your reach

• Influencers asking for freebies

These challenges, while annoying, do not define your business. Remember, you are in charge of your messaging and business decisions. You are not a victim. As a business owner, you have the power to shape your path. If something isn't working for you, change it. Focus on what matters and aligns with your goals. Ignore the distractions and stay committed to your vision. Embrace the freedom and control that come with being a business owner.

In this episode, I want to talk about some ways you can take back control of your business and marketing, even if you feel like all the "powers that be" are making that seem impossible. And in the GOLD MINE segment, I'll chat about why getting in a groove is not necessarily a good thing, at least when it comes to your marketing.

Transcript: https://joyjoya.com/take-control-jewelry-marketing

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

00:00 Start 4:58 Primary Episode Content 16:55 The Gold Mine

Episode #296 - "What's It Like Having Marketing Support For Your Jewelry Business?"

Welcome to Episode #296. In today's episode, I want to paint a picture of what it's like to have marketing support in your business because it can feel abstract and nebulous until you experience it. Most of our clients come in with a specific idea of what the journey will look like. However, by the end of six months, they realize it's nothing like what they had imagined—they really don't know what they don't know.

I can totally relate to this feeling. Recently, I had a call with a tax strategist and felt completely out of my depth. Like, it was kind of embarrassing how much I didn't know, but that's life - it's a constant journey of discovering and learning. And it's incredible how working with an expert can open up a whole new world you didn't even know existed.

There's a quote by the late writer David Foster Wallace, from a commencement speech he gave called "This Is Water", and I think it sums this up perfectly:

"There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says "Morning, boys. How's the water?" And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes "What the hell is water?"

And that's what this episode is all about. Keep listening or watching to find out what I mean.

Transcript: https://joyjoya.com/marketing-support-for-your-jewelry-business

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 4:10 Grant Announcement 5:49 Primary Episode Content 17:25 The Gold Mine

Episode #295 - "How AI Is Impacting SEO For Jewelry Businesses"

Welcome to Episode #295. In today's episode, I want to talk about the future of SEO for jewelry businesses! This is an area of jewelry marketing that's evolving very quickly, with AI-created content becoming more and more prevalent and search engines like Google adjusting their algorithms to account for the future of how people will be using the Internet and searching for useful content.

If Google search is a primary way that your target audience discovers your brand, or you're interested in driving more traffic through Google search, then you definitely need to check out this episode to understand what the future holds.

I've done many episodes about SEO before if you want to reference them for the basics, which I won't cover here in this episode. So if you're completely new to SEO, I'd recommend you go back to episodes #238, #239, and #240 for a deep dive into those basics.

When you search something on Google, you're probably already noticing that one of the first search results is an AI Overview. AI Overviews provide links to resources that back up the information in the snapshot and delve deeper into the topic. This feature helps users explore and uncover a wide variety of content from various sources, including publishers, creators, retailers, and businesses, enabling them to use the gathered information to further their tasks.

So keep listening to this episode to find out what these changes mean for you and your jewelry business - and how you can adapt to changes in Google search as well as to changes in how your customers are searching for you and your products.

Transcript: https://joyjoya.com/how-ai-is-impacting-seo-for-jewelry-businesses

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 3:22 Grant Announcement 5:23 Primary Episode Content 19:14 The Gold Mine

Episode #294 - "All About Calls to Action For Jewelry Marketing"

Welcome to Episode #294. In today's episode, I'm diving back into jewelry marketing basics with a focus on the unsung hero of effective marketing: Calls to Action, or CTAs. It's surprising I haven't dedicated an episode to this before! While I've mentioned CTAs in past episodes, I've never fully explored their importance and how to use them effectively.

In this episode, we'll break down what CTAs are and why they're crucial for jewelry marketing. We'll discuss general best practices, how to tailor CTAs to your specific audience, and how psychological principles can guide your CTA strategies. Plus, I'll share tips on keeping your CTAs fresh and engaging.

In our "Gold Mine" segment, I'll also share some recent observations about standout social media content and how you can apply these insights to your own posts. Tune in to get inspired and take your jewelry marketing to the next level!

Transcript: https://joyjoya.com/jewelry-marketing-calls-to-action

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 2:25 Grant Announcement 4:47 Primary Episode Content 17:14 The Gold Mine