#293 7 Ways to Use Video Marketing in Your Jewelry Business

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Have you been scrolling through your Instagram feed and come across a video from your favorite brand, promoting a new product?


Or how about a video testimonial on a homepage that influenced you into buying something?


Any video that serves to promote a company, whether directly or indirectly, is considered video marketing.


It’s become non-negotiable for brands who want to stay ahead of the noise and connect with their audience online.



And I can’t think of anyone better to consult about video marketing than Alison Haselden


Not only is she our amazing Marketing Director here at Flourish & Thrive Academy, but she’s also an actor! She knows a thing or two about showing up on camera with confidence.


Alison and I invite you to keep an open mind for this episode. Being on camera may feel waaay out of your comfort zone, but it can open doors for your business that can’t be opened any other way.


Soak in this information, take some notes, and get ready to start brainstorming your next video marketing project.


#293 7 Ways to Use Video Marketing in Your Jewelry Business

The cool thing about live video is that it really gives your audience that direct access to you to ask questions to get to know you to see you in that raw, unedited reality, right?

Welcome to Thrive by Design, the podcast for ambitious independent jewelry brands, looking to profit from their products, get ready to make more and sell more doing what you love, without spending every single waking minute doing it. Hey, and if you're a creative fashion or product-based business, I want to welcome you to the show. I'll be dropping big tips on launching, growing, and scaling your business. Spend more of your precious time using your creativity to make you ready. All right, let's do this.

Tracy: Welcome to The thrive by Design podcast episode 293. Hey there, it's Tracy Matthews, Chief Visionary Officer of Flourish and Thrive Academy. And I'm super excited today to introduce my guest host for the day. We've got Alison Haselden, rocking all things video on the show today. And the reason why I wanted to bring Alison on is pretty, you know, specific, not only is she the marketing manager over here at Flourish and Thrive, one of the things that she has done in her previous career in the agency world is learn how to leverage marketing in a variety of ways using it for social in a variety of different platforms. 

So today she's going to walk you through seven ways to use video marketing in your jewelry business. And if you have another type of product that you sell, or another type of business, you could still use these tips, which is super awesome. Plus, the thing I love about having Alison on the show, not only is she our marketing manager over here at Flourish and Thrive, but it's pretty amazing because she's an actress. Also in her career, she was a child actress, she's still acting, she also mentors actors. And so she knows a thing or two about showing up on camera and having that confidence. 

So I'm sure some of that is going to exude through here as well. And one of the other things that I actually love about video is that you can use video as your anchor content. And what I mean by that, it could be the core piece of content that you create. And then from that video, you can create shorter clips for your social media, you can transcribe it and turn it into a blog post, you can use the information in that video to write social media captions, there's just so many things that you can do, it's like you do create one piece of content, you can leverage it in a bunch of different ways. And so we're gonna jump right in with Alison. But I want to share with you another reason why 

I'm excited, we are looking for some brands to help and I would love to help you. In fact, here's the thing, every single year, we host this workshop is called the Train Your Customers to buy from you online workshop. And it delivers exactly what it sounds like. And the fun part about this workshop is that we dive right into helping you get immediate results. So it's sort of like an intensive or an interactive experience where we teach you a concept. And then you go ahead and implement it, we give you feedback, and you start making sales right away. So I'm super, super excited. 

Over the course of the 12 weeks, we're going to walk you through our favorite strategies that are simple, they don't cost them a lot of money to pull off. And they actually have a great impact. In fact, one of the first trainings that I teach I'm actually the teacher for that training is something that we call a grassroots marketing strategy. And over the years, I'm going to show you how to leverage it in a couple of different ways. We've worked with students who within that first week start getting consistent sales, daily sales on their website, which is super awesome. In fact, we had an event a couple of years ago for our Momentum program, when we were still meeting in person in San Francisco. And we challenged the designers to actually do this method at the event. And within 48 hours, we ended up making over $36,235 as a group, which is amazing. And so my point being here is that we are hosting the TYC. 

Again, I thought last year was going to be the last year my team begged me to bring it back. We had a bunch of designers in our community asking for it. We are filling up fast and I would love to invite you to join the TYC workshop starts in April. And it's since it's 12 weeks it ends in July. And it is timed and positioned perfectly to help set you up so you start building momentum before the holiday season because we want you to roll into the end of the summer and September. With a good footing behind you and all these strategies under your belt. We talk, we do everything from video marketing email marketing strategy. We talk about turning offline customers into online shoppers, we walk you through all our favorite video marketing strategies, our branding, and website conversion goddess Erin is going to show you how to create a high converting website so that you're increasing your conversion rates. And there's so much more I have a limited time here. So I don't want to ramble on too long. 

So if you're interested in getting help, and learning more about the TYC and applying for it, it is 100% free to apply. So there's literally no risk, you can go check it out by heading over to https://www.flourishthriveacademy.com/tyc consult the application there, it takes about you know, seven to seven to 12 minutes-ish, depending on how fast you type, and you can get through it. This is for people or designers, makers, who are trying to get consistent monthly sales online, we want you to already have an existing business. So this is not great for people who don't have a website or startup, you actually need a website to work on this. 

You want to have a more leveraged business model and you're tired of having a single point of failure in your business. And what I mean by that is that all of your money is just coming from one source like wholesale you are or wholesale or live events. This is really important because I know a lot of people have been really struggling with live events, art shows pop ups, retail pop ups canceled, you already have sales coming in, in your business. So you might be selling in other ways or even online. So you have some sales coming in already, and your website is ready to roll. your type of business model doesn't really matter. That type of jewelry doesn't really matter. This is all about building a desired brand and getting those customers trained to actually buy from you online. So if you're interested in learning more, head on over to https://www.flourishthriveacademy.com/tyc fill out your application.

Alison: Once you do, you're going to book a call with our business accelerator specialist, Natasha. She'll jump on the phone with you. She's going to talk a little bit more about your business. You guys will decide together if it's a good fit, and then she'll share with you the next steps to join the TYC. It's awesome head on over tohttps://www.flourishthriveacademy.com/tyc for more information. Now let's dive into today's episode with Aliison where she shares a little bit more about how to use video marketing or where to use video marketing in your business.

Hey there, I'm Alison Haselden and I am the marketing manager at flourish and thrive Academy. I'm so excited to be joining you all again for another amazing episode of The Thrive by Design podcast, I am so excited to share some hot tips and tricks with you today about video marketing. It has become one of the biggest and best strategies in the marketing world. And at this point is kind of a non negotiable for brands in all industries who want to stay on top of what is happening now. And connecting with their audience in a completely different and powerful way. 

So today, we're going to be talking about what video marketing is why it's important for your business, and seven ways to utilize video marketing in your jewelry business. And now I want you to keep an open mind here, right? I know that video marketing for a lot of people sounds kind of scary or daunting or way out of their comfort zone. But I am here to tell you that every single business has an opportunity to use video marketing, it might not look exactly the same as everyone else. But that's okay. I want you to soak in all this information, take some notes, and then brainstorm afterwards to figure out the right path for you. 

Now that could be using all of these ideas, it could be using one or maybe you'll hear some of these ideas and be inspired by one of your own. Whatever you decide to do, I hope that you will be brave and dip your toes into the video marketing world to see how it can make a huge difference for your brand. So are you ready to dive in? Let's do it. Let's start with a little bit about what exactly is video marketing. So I want you to think back to experiences you might have had with video marketing, and maybe you weren't really acutely aware of what was going on or why. But I bet you can think about some times when you have been personally impacted as a consumer from video marketing. So maybe you were scrolling through your Instagram feed and came across a really cool video from your favorite brand sharing one of their new products. Or maybe there was a video testimonial on a homepage of a website that really influenced you into buying those new workout leggings, right.

Video Marketing is essentially any and all of those things, any video that serves to promote a company whether directly or indirectly. And that's something that's really important to think about, right? Not all video marketing has to be a traditional ad or commercial on TV right. That is one example of video marketing but there are many other kinds of video marketing that are way less direct and in your face, but can help build that connection with your fans and followers. And ultimately build up the brand loyalty, understanding or provide value to your audience and create that trust that will then lead them to buy down the road. So sometimes, yes, we want to use video for direct marketing. But sometimes, you can also use video marketing for indirect marketing. So that's something to keep in mind. 

And I want you to start thinking about all the different video marketing that you've consumed yourself from various channels on social media, on email, on TV, and so on and so forth. So, here's a few fun facts for you. If you're still not convinced that video is the way to go. I have these facts and data that might convince you otherwise. So here's the thing. 85% of internet users within the United States alone, consume video content online 85% of people with the internet and by making video content, you're going to be going directly to where your potential audiences are, right. And that's what's really important to realize is that for most of us, I mean, unless you for some reason, have a case to say that you have an audience that fits that 15% that's not consuming video content. Your audience is watching videos, and they love videos and they want to see more videos. 

So if you already know for a fact that 85% of people who have the internet in the United States are consuming video content, I can bet that your dream audience falls into it, and you want to go where they're hanging out. And that's a video. Video Marketing is also essential when it comes to standing out and staying competitive. Because here's the thing, as of 2020 86% of businesses have been taking advantage of video marketing. And that means that there's a good chance that your direct competition is already creating video content for their marketing plan. So if you're not, you're already falling behind, like I said, 86% of businesses, and in 2020 we're taking advantage of video marketing tactics. So that means that you know, this has already been established for a long time as being a key component of marketing campaigns. So if your competitors are doing it, that's probably a good idea that it's a strategy that you should explore for your business as well. 

So we know why video marketing is so important for your business and your brand. But now we're going to talk a little bit more specifically about seven ways to utilize video marketing. So these first three ways are mainly centered around places that you can use video marketing and how to do so. And then for the last four tips, I'm going to dive into the nitty gritty, giving you four specific things that you can try for your business. Tip number one, you should be using video marketing on your website. And a really easy way to do this, if this seems kind of vague, is to create a welcome video, right? 

It can be really simple just you talking straight into the camera, and sharing a bit about your brand story, who you are your history with in the jewelry industry, how you came to be, how you created your business, why it's so important to the world, your mission, your values, and maybe a bit about your company's approach to design and craftsmanship. To show off the special features of what sets your brand apart. 

This can be right at the front on your homepage, or it could be on your about page or even your contact page. There's a lot of different places that this video can live depending on the layout of your website. But it is a really awesome way to put a voice and a face to the brand and help your customers feel connected to you as a person and not just as your products. So that is a really great thing you can do. And you can also repurpose a welcome video on your website on other platforms as well like social media or YouTube and so on and so forth. 

Tip number two social media that leads right in from our last one. And here's the thing. A lot of our social media platforms these days are video oriented. Specifically Instagram, Facebook and Tiktok. They are all built around the concept of visuals. While yes, some of those do include options for just still images. They are begging all the algorithms all the data is pointing to video content performing better than just images. So on Instagram, Facebook and Tiktok, you have the perfect stage set up to share that video content. The cool thing about social media is that by design, social media is meant to be social right so it can be a little bit more organic, a little bit more natural personal, less professionally produced then on your site right? This is a great space for you to show off your personality. Who your brand is and, and kind of show a little peek behind the curtain right? So not everything has to be done professionally in a studio with, you know, professional camera or anything like that. 

There's a lot of things you can do on social media straight from your cell phone, that works great and is really strategic to connect with your audience. So you can use short videos like 15 seconds or less in stories, or reels or Tiktoks. And you can use longer videos, such as igtv on Instagram, or live streams on Instagram, Facebook, and Tiktok So you have a lot of options and opportunities to play around with video marketing on social media. 

The third tip I have for you today is to leverage the power of email marketing with video, right. So it's a really powerful way to mix things up from the typical text only emails, right? So many of us are nailing it with those text based emails. But sometimes it's really nice to break up all of those words with some visuals. And a video can not only achieve that, but can also help you deliver that information and a more engaging way to think about next time. If you're thinking about writing a, a long email with a lot of information, consider maybe instead recording a video with that same information and directing people to click the link to watch the video instead of having to read, we have a lot of data around the fact that, you know, people are less inclined to read a lot of copy these days if they have the option of consuming the same information in a video format. 

So instead of plugging in a link to your homepage, or directly to a product page, you know, you can also just include a button or a link out to check out a video that shows all the features of a new product as well. So there's a lot of different ways that you can harness the power of video to get brand messages across that you'd normally would send in your email. And, as always, don't forget to enter their email with a strong CTA that takes them back to your site and links it back to the key purpose of that email.

So now that you've heard about three main areas that you can use video marketing content on your website, social media and email, let's dive into a few specific types of video marketing that your brand can definitely benefit from. And we're going to start off with testimonials. So who better to tell people about your great jewelry than happy customers, right? 

They are the best sales people that you could ever dream of right? Because they have gone through that whole customer journey with you. And they are now thrilled with the result of the product that they purchased from you. So video testimonials are really special, because they give your shoppers a chance to connect with someone just like them, right. So if you're a customer and you're browsing a website, and you see a video testimonial from a previous customer, that immediately puts you a little bit more at ease, right because you know, oh, they don't work for this brand. They're just a regular person just like me, who once upon a time was just like me shopping online, checking out these options. And they ended up really happy and so that you can hear that feedback live from another customer. 

That's just like you, and that helps create that trust. So you can get a video testimonial. It's a really, really great way to increase the chances of making a sale. In fact, we have data around this 66% of people are more likely to purchase after seeing a positive video testimonial. So this is an awesome thing especially to have on your website because it's right there next to your shopping cart. You can also repurpose these testimonials on social media and in your emails as well. 

Tip number five, another awesome idea for video marketing content is behind the scene videos. And this is really fun. And this is more based around creating a connection with your audience and kind of guiding them along the buyer's journey, right. So you want to give them a little look behind the scenes with video content. And this can look a lot of different ways depending on your personal processes and how you're running your business, as well as the information that you know about your dream customers and what they want to see from you. But start taking video of you as you're working as you're designing as you're creating that new collection from A to Z as you're coming up with the idea for the collection as you're actually working on the designs, and so on and so forth. And it's a really fun way to let your viewers feel like they're part of your business and part of your brand. And watching that piece of jewelry that they're now wearing come to life on the screen in front of them right. And so it's a really great way to show off that personality and let your customers come into The heart of your business. And again, this is another awesome example of video content that can be used on your website. on social media and emails, with just a few tweaks and edits, you can make it appropriate for each of those three platforms. Tip number six is product videos. 

So this is something that is really awesome, particularly if you have a type of jewelry or creative product that you know could use some explaining. And this could be explaining, you know how to use the product. But it can also be breaking down the different elements of the product, and how you created them, Why you created them in a certain way, where you source the materials from, all of those sorts of things can be awesome for the product videos, and you can show the quality, you can show the uniqueness. And it's a really great way to help your customers get a better clearer idea not only of what they're buying and how to use it, but also provides a deeper meaning to the piece and lets them know about the true quality, the artistic nature of how and why you designed it the way you did. 

So it's a really special way that you can add more value to your customers and can help push them over the edge when they're deciding if it's the right thing for them that they want to buy. So again, this could be a great thing to have on that product page to to give them that extra little bump of information and insight into the piece that can push them over to the edge to buy. And you can also use this on social media, you can put it in your email, and so many more places. So product videos, there's a lot of creative ways you can do this to to like really let your brand colors and personality shine through.

And tip number seven last but certainly not least, our live video content. And here's the cool thing. Most social media platforms these days offer a live video option. So there's Instagram Live, you can go live on Tiktok, you can go live on Facebook. And those are the primary live platforms. And they're really accessible for every single brand, every jewelry designer, maker or retailer can harness the power of live video, it just takes a little bit of practice and being brave enough to go for it. And the cool thing about live video is that it really gives your audience that direct access to you to ask questions to get to know you to see you in that raw, unedited reality, right. And that's something that, you know, we've been seeing a lot of consumers really wanting right, it's really nice to see, like I mentioned at the beginning of this episode, it's so cool to see a really polished, clean cut commercial on TV. But that doesn't always make you feel a deep connection to the person behind that brand. 

To live video is a really cool way to do this to engage with your audience, have real conversations with them, and also promote your brand at the same time, right. So the thing to remember about live video is that you do want to have a little plan or outline of why you're doing the video, and what your main talking points might be. And what that main CTA is at the end where you're going to be directing people to engage with you after the live video is over. 

This could be for a launch of your collection, it could be to get people on your email list. It could be to direct them to a new piece of content that you've posted a new blog post, it could be any CTA, you want to have that mapped out in advance so that you have those notes nearby to guide you. And you also want to make sure that you let people know that you're going live, especially if you're doing it for the first time, you could share a post on social media or through email to let folks know, hey, I'm gonna be doing a live session. Here's a little synopsis of what we're going to talk about. And we're going to have a q&a session. So bring your questions. I can't wait to see you there, just to make sure that people know that you're doing the live so that they can plan to attend. And that's a really nice way to help give yourself a little boost, especially with your confidence before you get on the live. 

So guys, that is it. Those are my top seven tips for ways to use video marketing in your jewelry business. There are so many opportunities and possibilities with video marketing. And once you get a handle on these seven basics, you can then let your imagination soar and get really creative with how you're using video marketing. There's so many opportunities for video marketing that haven't even really been solidified yet. That's the beauty of the platform. There's always new things that you can try and test and play around with. And so I highly encourage you to give it a go to give it a try and figure out what works best for your brand and your audiences.

Tracy: Thank you so much for listening to the show today. Can we give Alison a big round of applause? She is so fantastic. Anyway, I'm super pumped because video marketing is one of my favorite things. And I love creating videos and one of my favorite strategies that we teach In our TYC , Train Your Customers workshop is how to actually create videos that sell. So I give you the entire framework we get to practice, I give you feedback on how to shoot the videos and create them. And it's awesome. In fact, our videos, the video marketing workshop is one of my favorite ones. And the best part about it is that people start getting they start feeling more confident in front of the video and using it a lot more and that ends up creating a bigger connection or a stronger connection with their customers and so much more. 

So, if you want to uplevel your online marketing game, and start making sales from your marketing right away. Join us for the TYC workshop and apply head on over to https://www.flourishthriveacademy.com/tyc  to get your application in today. Once again, this is Tracy Matthews, signing off. Thanks for listening to this show today. Have a good one. 

Click here to download the show notes


On Your Website


You might not think of your website as prime real estate for video content, but the truth is a well-placed video can elevate the user experience.


A welcome video or maker video that tells your story and introduces your brand helps customers connect with you as a designer.


The beautiful thing about a video like this is it can be repurposed in 100 different ways. Cut it into shorter clips for social media, have the audio transcribed and turned into a blog post, use it as inspiration for emails and captions.


A welcome video is a phenomenal piece of anchor content.


Behind the Scenes


You may know your creative process like the back of your hand, but a lot of people have no idea what goes into making jewelry.


Give your audience a look behind the scenes at how raw materials are transformed into their next favorite necklace.


With behind-the-scenes videos, you can create quality social content that showcases your creation process and helps give your brand even more of a voice.


Plus, it’s a great way to build hype around an upcoming collection or product drop.


Go Live


Most social platforms have the option to “go live” now, making live video marketing a lucrative possibility for any brand. 


Live video is the best for engaging with your audience in an authentic, unedited way. You can answer questions, hold conversations, and indirectly promote your brand while simultaneously forming closer relationships with your customers.


Be sure to promote your live video session ahead of time to maximize viewership!


To hear four more ways to use video marketing in your jewelry business, listen to the full episode above!


xo, Tracy


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