Consumer and retail businesses tend not to look to LinkedIn for their social media marketing, but I think it’s an opportunity most are missing.

In this blog, I’d like to unpack how a jewelry store, and the people who work there, could use LinkedIn to good effect.

A high-end jewelry store sells to professionals and business-people. These people are active on LinkedIn. I promise.

By using LinkedIn as outlined below, you as a jewelry salesperson, can forge relationships with clients, develop familiarity and trust over time, and ensure repeat business.

Before we get into the details, I’d like to set the scene:

• The business: a high-end jewelry store selling gold & diamond jewelry, located in a busy shopping mall
• The staff: you’re a senior, experienced and knowledgeable sales person who is paid commission on sales
• The clients: engaged and married couples who live within driving distance of the store

Buying jewelry is a very personal experience, usually linked to a special occasion such as an engagement, wedding, birthday, wedding anniversary, Christmas etc.

Your clients choose your store based on the experience they get while buying there, and they will choose YOU if you add value to the buying experience.

The customer experience is everything.

What happens after the sale leads into the next sale. This is where using a platform like LinkedIn to reconnect with your clients comes into play.

Use LinkedIn as a platform on which to nurture your relationship with the client, so that he or she comes back to you when they are shopping again, and to get them to recommend you to their friends and family.

Using LinkedIn to keep your clients coming back

1. Make sure your profile reflects your professional persona.
   Your profile photo and banner image should make it clear what you do – you sell jewelry right? Also make sure you’ve aligned your profile with your company’s LinkedIn page. For your clients to trust you, you need to show them that you are an expert in your field. It also helps to have recommendations from past clients in your profile as social proof of how awesome you are.
2. Make sure you connect with each and every client.
   Within 24 hours of your first sale with each client, search for them on LinkedIn, and if they’re active on the platform, send them a request to connect. Use a personal note to re-introduce yourself, thank them for buying from you, and tell them you’d like to connect.
3. Connect with prospective clients.
   Connect with other people who look like your existing clients. Business people in your city.
4. Make yourself visible.
   You have hundreds of pieces of jewelry in your store – this means you have hundreds of pieces of social media content at your fingertips. Post interesting, informative pieces of content on a regular basis, and your clients will passively see your name often, and it’ll be impossible to forget you. You can post photos of new items available in your store. You can go into detail about how the pieces are made, or feature the monthly birthstones used in your pieces, or write about gift ideas for various special occasions. The ideas are endless.
5. Do. Not. Sell.
   Just don’t. People don’t want to be sold to, especially not on social media. Use your content to inform and delight.
6. Rinse and repeat.
   In just minutes each day, you can touch the lives of your customers and give them many reasons to visit your store again in the future.

If you and your colleagues follow this basic framework, you’ll stick out like a sore thumb (in a good way) and your clients will always have a reason to do business with you.

Your content, if posted in a way which resonates with your connections, will drive people to your profile, then to your LinkedIn company page, and then to your website and your store. After the clients have followed this journey, and ended up in your physical or online store, they’ll be ready to buy with confidence.

It’s important to note that this isn’t a quick-fix or short-term strategy.

If jewelry sales is your career, follow this framework. If you run a jewelry store or a chain of stores, you should try this approach.

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