Promoting your handmade jewellery can be hard, especially when you’re on a budget.
What if you could get a trusted voice to recommend your jewellery, in front of potentially thousands of people? Influencer marketing has become a popular strategy to help build brand awareness and generate leads - so what are you waiting for?
Let's find out how you can connect with influencers to help get your handmade jewellery out into the world...
An influencer is a person who can add value to your brand, by promoting a product or service online.
Many influencers have a particular niche, with an engaged following which is a great way to target a particular audience and get your jewellery noticed.
If an influencer shares a photo of your jewellery alongside a positive review or mention, this can have a brilliant impact on your business. An influencer is a trusted voice among their audience.
Rather than creating an advert to feature in a magazine, an honest recommendation from a person on social media is more real and engaging - plus it will cost you less!
By an influencer posting a photo of your handmade jewellery, you are more likely to gain followers, build your brand awareness and reach a whole new audience who could potentially become new customers.
With so many influencers out there, it’s important that you choose influencers to work with who would work well alongside your brand.
Find influencers who wear the same style of jewellery you make or those who have an interest in fashion. A good place to start is by simply Googling ‘fashion blogger’ where you will be able to browse blogs which may be the perfect fit.
You could also look on social media under the hashtags #fashionblogger, #bloggers, #jewellery #ootd. You will be able to find accounts and see how many followers they have and the level of engagement they receive.
Another simple way to find influencers is to put out a message on your social media. Twitter is a great place to do this, where you can ask whether anyone would be interested in doing a gift review.
Although it’s great if an influencer has lots of followers, it’s sometimes better to look for quality over quantity. Look at their engagement rate and whether people are interacting with posts and make sure the influencer and their followers are a good match for your brand.
There are many ways you can work with influencers and one of the most popular forms is gifting. By gifting a piece of your handmade jewellery to an influencer, you are giving them the opportunity to share a photo of the jewellery to their followers which will then create a conversation about your business. Unfortunately with gifting, you cannot guarantee the influencer will post a photo so it’s important you build a good relationship with them first.
To ensure that you get the most out of collaborating with an influencer, you may be interested in doing a sponsored post. These can range from paying for a blog post on their blog or paying to feature on their social media. With sponsored posts, you have more control over what content you’d like them to share. The influencer will need to provide a disclaimer that the post is sponsored or an item has been gifted, to be transparent with their followers.
Affiliate marketing is where the influencer will receive a commission for sales generated from them promoting the product. This is great if you want to build an ongoing relationship with an influencer, with ongoing campaigns.
Another way to work with influencers is for them to host a giveaway for you. This is a great way to create a buzz around your business, increase engagement and gain some followers interested in your jewellery!
A great way to engage people is by providing an offer alongside the promotion. By giving an influencer a discount code to offer their followers, this encourages their audience to take action and find out more about your business. You could give 10% off, offer a free gift or maybe give them free delivery.
Interact with influencers on social media and start to build a relationship with them. Or why not jump straight in with a friendly email to introduce yourself and tell them that you’d love to collaborate with them! If you would like to do a gift review, ask them whether they would like to be sent a particular item and that you would love it if they shared it with your followers.