Last updateTue, 14 Jan 2020 10pm

Brad Simon

Internet Marketing Strategies: Follow your customer’s lead - text them!

Mobile phones are used by your customers for text messaging more than voice phone calls and Internet access combined.  There are now over 276 million mobile wireless subscribers in the U.S., which is more than 89% of the population.  The latest Forrester Research statistics show that more than 2.2 trillion text messages are sent in the U.S. every year.  That equates to over six billion text messages sent every day, in the United States alone.

Texting Is Cross-Generational

Texting is a teenager’s most common form of communication. Pew Internet Research reports that 75% of teenagers in the U. S. text, and on average they each text 60 messages a day.  That is more than social networks, phone calls, and face-to-face communication combined.

Americans ages 20-29 are the most frequent text messagers.  They send and receive an average of nearly 88 text messages per day, compared to only 17 daily phone calls.  The 45 to 64 age demographic is the fastest growing text messagers with the largest increase in text messages sent over last year.

While it’s true that the number of text messages decline with older demographics (as well as overall frequency of all communication), texting is still the most frequently used communication avenue.  Those over 65 text 4.7 times more frequently than calling. A recent TIME Mobility Poll revealed that 32% of all respondents over 65 even prefer to communicate by text rather than phone with people they know very well.

How Does this Affect Small Business Owners?

Mobile Text Message Marketing for small business owners is the fastest growing advertising medium today.  Newspapers are in decline, radio stations are hurting, direct mail does not produce returns as in the past, and Yellow Pages are almost extinct.  They are not producing advertising results like they used to because consumers today are using their smart phones and other mobile devices all day long, every day.  You know that to reach your customers you must advertise to them where they are, at that moment.  Text messaging allows direct and instant contact with your customers and potential customers and, more importantly, will produce increased sales.

The Mobile Marketing Association states that more than half of all national brands had shifted their focus from advertising with traditional media to mobile marketing in 2012 and many more plan to do so this year.  Over 40% have already started text messaging, and 2013 marketing budgets include up to 25% for mobile with many of these national brands. 

Now you can do more than just endure the national chains in your market area who work hard to take away your customers.  You can take them on head to head, leveling the playing field.  You now have the ability to get your customers on a list and entice them to remain your loyal customer with rewards and great offers.

The cost of text marketing has dropped significantly over the last few years, so you will not have to invest 25% of your marketing budget on mobile to compete.  You can start a mobile marketing campaign for less than $40 per month with text message marketing companies like Mobile 4 Jewelers.

Welcome to Text Message Marketing: The New ROI Generation Machine

All jewelry store owners want the same thing from their marketing. They want to establish a great brand in their company name, entice more consumers to visit their jewelry store and develop a loyal customer base for repeat business. While websites, social media and traditional marketing are helpful, consumer behaviors have evolved to the point that these tactics simply do not generate the ROI they once did.

Text Message Marketing is successful for numerous reasons. Consider that Text Messages are:

  • Permission Based - Customers want to receive text messages and show that by opting in. They prove they are interested in you and are waiting to receive value based messages from you, whether it’s an announcement of new jewelry, a discount coupon or other informative message.
  • Prompt - 98% of people will open their text messages within 3 minutes of receiving it, which helps to increase your engagement. This is the only marketing tool that encourages immediate action.
  • Proficient - The redemption rate for Mobile Coupons is 10 times higher than traditional coupons. 50% of consumers receiving text messages from retailers have made a purchase based on messages received. There is not a more effective marketing media today.
  • Proven - An American Express study found 84% of small businesses that implemented text marketing have seen a resulting increase in new business activity.
  • Personal - When customers agree to receive your company’s texts, they are welcoming you into their personal circle normally reserved for friends and family. This creates a sense that your company is friendly and trustworthy rather than a cold corporation. Use this to your advantage when writing your messages so that they come across in a pleasant personal manner.
  • Preferred - Consumers now use their mobile phone for text messages more than voice and Internet access combined. 66% of U.S. mobile customers say they prefer offers from stores they do business with by text message rather than any other media.
  • Profitable - At 3 to 5 cents per contact, Text Messaging services offer one of the least expensive forms of advertising.  And when the high response rate is factored in, Text Messages produce the lowest cost per sale.

Customer Texting Etiquette

Text messaging has grown from a niche form of communication to a powerful tool to connect with customers regardless of their age group.  You now have the ability to reach hundreds or even thousands of customers quickly and easily through mass messages called Text Blast.  However, the ease of text programs to send mass communications should be tempered with good etiquette and respect for your customers. 

Clear Opting-In

You know that first impressions are very important, and it is especially important when texting your customers.  Texting from businesses still evokes apprehension in some people and you don’t want to catch them off guard.  Be certain your customers have specifically opted in to your texting program. 

If your customer has given you their cell phone number for other reasons, such as to notify them their jewelry repair is finished, do not assume you can start texting them regularly with your offers.  Doing so may irritate them and damage their trust in you.  Additionally they could report you causing your account to be closed and possibly incur hefty fines.

Set Your Boundaries

You should advise your customers of what they can expect when they opt in to your list.  You can do this at the time of sign up or with your first text.  You will alleviate any worries of being flooded with messages they don’t want by telling them your plans.  Being up front may even make them excited for your next message.  Don’t be too specific; give yourself a margin for error.

Be Respectful

Text messages are opened when they are received. One of the fastest ways to upset customers and have them unsubscribe is to send them messages at the wrong time. Wake them up at 2 am to share a coupon and not only will they unsubscribe, but you may loose them as a customer!  The most appropriate time to send texts are between 10am and 8pm.  However, avoid rush-hour.  You don’t want your customers trying to read your message while driving.

Think Beyond Advertising

You want your text messaging to have an incentive for your customer to read them.  If all you do is advertise, you are not rewarding your customer for signing up.  Proper etiquette rewards your customer for trusting you with their information and allowing you to send messages to them.  Sending a coupon or exclusive offer unavailable by other means on a regular basis is one example.  When people know they will get special incentives it encourages sign-ups and improves retention.  Plus, they will actually be drawn to your jewelry store to make a purchase.

Provide Exit Strategies

You must make opting out simple.  Anti-spam regulations require clear opt out information in every bulk text message you send. More importantly, people become aggravated when they cannot figure out how to unsubscribe.  When you offer clear instructions to unsubscribe it shows your customer that they are your first priority.  It sends a message about your integrity.  Easy unsubscribe is more than good etiquette, it’s good business.

For all those jewelry store owners and marketers who use text messaging as part of their marketing campaign, great for you! You already know how your customers prefer to receive valuable offers and information regarding their favorite jeweler. You know that you are more likely to see success and more sales. If you don’t already use Text Messaging I encourage you to visit Mobile4Jewelers.com and explore ways to add it into your marketing campaign today.

Join us for a free, informative webinar The Power of Text Messaging sponsored by Southern Jewelry News on Thursday June 28th.  For more information see page 4 of this issue.

Brad Simon is co-owner of Internet 4 Jewelers offering Internet Marketing services for retail jewelry stores.  Their services include Local Search Marketing, Social Networking, and Mobile Marketing.  You can contact Brad at This email address is being protected from spambots. You need JavaScript enabled to view it. or call him at 864-680-4416.


Internet Marketing Strategies: Mobile coupons

Mobile Coupons are an extremely affordable and effective marketing tool. According to recent studies by Mobile Commerce Daily, 66% of consumers would like to receive text offers from retail stores with which they do business, and those numbers are expected to rise rapidly over the next year.  However, only 23% of consumers have actually received an offer from a store on their phones.  Why? Because retailers are falling far short of consumer expectations.

Internet Marketing Strategies: Why people don’t “like” you? Part 2

Last month we looked at reasons why Facebook users don’t like your page, or once they liked your page will unlike it later.  This month we will continue the discussions with issues concerning your Status Updates.

You Never Post

A Facebook Business page has minimal SEO (search engine optimization) value.  Adding relevant content to your page and making regular status updates does increase the SEO value.  However, the main purpose of having a Facebook page is to engage with and build relationships with your clients and potential customers.  If you don’t post often to your page, you will not make those connections.

If someone visits your Facebook page and does not see any current content, they will not be enticed to like your page and become a Fan.  Worse yet is an empty business page looks like a store out of business.

You Post Too Often

Facebook users want to stay connected with the businesses they like, but they don’t want their Newsfeed filled with your store’s information.  If a potential Fan visits your page and sees that you post numerous times a day, they may choose to not like your page.  If they do like your page, constantly seeing your multiple posts in their Newsfeed is a top reason to unlike your page.

How Often to Post to YourFacebook Page

The two points above raise the question: how often should you make status updates to your Facebook Page?  The answer is that it varies from store to store.  At a minimum you want to post once a day 7 days a week.  Most Facebook users do not log on to Facebook every day.  If you do not post on the day they login, they may never see status updates from you.  Posting at least once a day gives you the greatest opportunity to reach your entire Fanbase.

If someone unlikes your page because they think once a day posts are too often, one of two problems exist:

  1. They are not that interested in jewelry or your store and will not be a good Fan for you to have - so don’t worry about these.
  2. You are posting the wrong kind of content and driving them away.  In this case read through and study the points below and improve on the content you add to your Facebook page and the Status Updates you make.

I would suggest that you start out posting once a day for a total of 7 Status Updates a week.  Once you start building engagement (likes, comments and shares) on your Status Updates try increasing your Updates to two or three on a few days a week.  Monitor the engagement on your posts carefully and if it remains about the same or increases you can safely post this often.  If your engagement drops off or you see an increase in unlikes, cut back to once a day.

Time of day is also important in reaching your Fanbase and creating engagement.  More Facebook users log on to Facebook and are more active in the evening hours and on weekends.  To be successful on Facebook you need to be posting during these times and not just during business hours.

Your Posts are Too Long

Short posts receive the most engagement.  If the majority of your status updates are lengthy articles Facebook users will not take the time to read them and may unlike your page.  This type of content is best for Blog posts.  Short, easy to read status updates with pictures are the best for Facebook.  If you have lengthy content you want to get out to your audience, post it on your blog and make a Facebook status update linking to the blog post.

Your Content is all Sales Related

Facebook is a marketing tool and can be used effectively to drive customers into your jewelry store.  If you are not using Facebook to increase sales then it is not a business activity and just a hobby.

However, Social Networking (and Facebook in particular) is about engagement and building relationships.  People do not want to be sold to.  If someone visits your Facebook page and all they see are sales pitches and calls to actions to come into your store, they will be turned off and many will not like your page.  If they do like your page, many Fans will grow tired of your self-promoting posts and unlike your page.

Your Content is Unrelated to the Jewelry Industry orYour Store

People who like your page do so because they either love jewelry or they love your store (or both).  They do not like your page to receive daily jokes or to read about the latest movies, interesting books, or cute pictures.  They want information about your store and about jewelry - not unrelated inspirational quotes or the latest humorous picture.

Keep your content relevant, but don’t sound like a university text book.  Personalize your information and occasionally include human interest subjects.  Facebook Marketing is about building relationships.  You need to connect with people, but do so in a professional, businesslike manner.

The best option to post a non-jewelry related personalized status update is by relating it to the store in some way.  Pets are a popular topic on Facebook and many businesses, including jewelry stores, try to build engagement by posting a question for fans to comment on their pet preference - Dogs or Cats?  These informal polls are so overused on Facebook that many people ignore them and Fans are left wondering why a jewelry store is talking about pets!

Instead you could relate the post to your store by featuring one of your employees who loves pets.  For example your post could state; “Did you know that Sally is an avid cat lover?  She has two cats named Kitty and Whiskers.  Do you favor cats like Sally or are you a dog lover?  Tell us about your pets in the comments below and next time you are in the store, Sally loves to discuss pet stories while showing the latest jewelry designs.”  When you make the post be sure to include a picture of Sally with her cats.

This last example personalizes your Facebook post with a human interest topic while still keeping it related to your store.  By connecting the subject of the post to an employee of your store, it personalizes the post further and Sally can comment on the post with her own pet story and respond to customers who comment.  This not only builds engagement with your Facebook page but also stronger ties to your store.  In addition, the post invites fans to come into the store in a non-sales manner.

Rule of Thumb

A general Rule of Thumb for content for Facebook Business Pages is for every 10 posts you make:

  • 7-8 should be informational posts establishing you as an industry expert.
  • 1-2 should be personalized human interest stories.
  • 1-2 should be sales related inviting Fans to come into the store.
  • All 10 posts should be relevant to the jewelry industry and/or your store.

Jewelers are fortunate in that we have a wealth of interesting information about jewelry with which to engage our Facebook Fans.

Topics of interest include:

  • Jewelry trends and the latest styles
  • Fun facts and folklore about gemstones and diamonds
  • History of famous diamonds and jewelry
  • Jewelry care tips (can include a subtle call to action to come in to have their jewelry professionally inspected, cleaned and/or appraised)
  • Stories about the jewelry designers you carry
  • Information about the precious metals used in jewelry
  • Jewelry news (don’t post news about jewelry robberies as this has a negative effect on the desire to buy additional jewelry)
  • Gift ideas during gift-giving holiday seasons

Building a strong Facebook page community takes time and effort, but it pays off.  Once you have an engaging Fanbase and start to build momentum you will see increased business in your store.  In addition, your Facebook Page will become an easy method to share announcements about in-store events and sales, new products, and other information about your store.

To learn more about Facebook and how to use it to market your jewelry store, Brad and Debbie Simon of Internet 4 Jewelers have developed a training website “Facebook for Jewelers” at www.FBforJewelers.com. This website contains step-by-step video tutorials, a library of training articles, webinars, and more.  It’s everything you want to know about Facebook but did not know who to ask!

In addition, they provide affordable Internet Marketing Services exclusively for retail jewelry stores including Facebook and other Social Media Marketing.  For more information contact Brad Simon at This email address is being protected from spambots. You need JavaScript enabled to view it. or call 864-680-4416.


Internet Marketing Strategies - Why people don’t “like” you? Part 1

You worked hard on your Facebook page and expect to see rapid growth in your Fanbase.  After all, your store carries the finest jewelry and watches in the area and your service is unparalleled.  With Facebook having over 1 billion users, surely your pages should have thousands of fans.

Unfortunately there are reasons you don’t get the likes you think you deserve.  In this article we will explore some of the major reasons why people do not like your page and why if they have liked you in the past they unlike you now.

Internet Marketing Strategies: Internet offers Part II

Last month we took a look at a new method to use the Internet to drive consumers into your store.  We then discussed the popularity of this method as well as creating and designing the Internet Offer.  This month we will continue with the important details of publishing and promoting your Internet Offers.

Internet Marketing Strategies: Internet offers Part 1


If you are a regular reader of my column, you know that Internet Marketing is constantly changing.  What worked last year may not work now. Learning about and taking advantage of new methods to reach consumers on the Internet and more importantly get them to come into your store is an ongoing challenge.

Internet Marketing Strategies: Customer Appreciation Sale

The ultimate marketing sin is taking your customers’ loyalty for granted

A Customer Appreciation Sale is just what it sounds like.  It’s giving your clients something to show that you really do appreciate their business.  Your customers are the most important thing to your company (you’d be out of business without them), so let them know it.  Leading up to Christmas, we have the perfect opportunity to do this, and that’s at Thanksgiving.  Here are suggestions to hold a Customer Appreciation Sale at your store.