Handmade jewelry products are unique, original and take a lot of time and artistic vision to create. So reaching the right customers with the right message and offer is crucial to grow in this space. Luckily, it’s easier than ever to find your perfect target market for handmade jewelry!
This post is a sort of target market template which you can easily customize to match your specific audience and marketing goals.
Plus, as an added bonus, I also provide some crucial business growth points – such as building brand, retargeting and scaling – insert happy dance!
So I’m totally psyched to have you here and I hope that I can give you real, actionable value for your jewelry business!
Since this post takes advantage of Facebook and Instagram, you’ll want to first sign up for a (free) Facebook Business Manager account so you can easily follow along with the steps.
Why Facebook? Well for starters, using Facebook means using Instagram as well – two of the largest social media platforms.
And Facebook alone boasts over 2.7 billion active users!
So reaching for your ideal target – no matter who they are or where they live – just got a whole lot easier.
Now let’s dive in!
Your Perfect Target Market
Finding The Perfect Target Market For Jewelry
So let’s start this post off by answering the big question: who’s the perfect target market for handmade jewelry?
OK, so obviously this answer is going to vary from artist to artist. But I want to start things off quickly – and minimize any unnecessary fluff!
By following these simple steps below, you should be able to clearly identify your perfect audience:
Step 1: Identify Your Jewelry Type
Step 2: Identify Your Main Niche
- Sustainable material
- Millennial aged
Step 3: Dig Deeper: Layer & Identify A Secondary Niche
- Affordable pieces for the cost-conscious consumers
- Luxury branding
- Recently engaged people, newly weds
- Dog or cat-lovers
- A specific location
Step 4: Create Customized Content, Offers & Messaging
- Customized content for a specific audience is crucial
- From here, you can start promoting, trying new markets and testing new audiences
Piecing together the steps above, one example target market could be: Bamboo, travel-inspired luxury bracelets for millennials who travel to and love Asia.
Of course, we could segment even further. For example, narrowing the above group to only women, or marketing to recent newly weds (as a sort of specific campaign).
Either way, this is a rather straightforward formula for clearly identifying your perfect target market.
After all, every successful handmade jewelry business has a unique angle, story or style; the content, marketing and audience targeting should follow suit.
But if you’re still having trouble identifying your target market, no worries – that’s totally normal.
So if that’s the case, then keep on reading and let’s learn how to research, explore and build out target markets!
Recommended Read: How To Market Handmade Jewelry – And Actually Get Results
Step 1: Exploring Audiences
Exploring The Facebook Business Manager
Finding the perfect target market to sell your handmade jewelry may seem a little daunting. So as a starting point, we need to understand exactly who we want to reach – their interests, values, demographics and problems or pain points.
This information not only optimizes your targeting but also guides the finer points of your marketing campaigns overall.
For example, let’s say your handmade jewelry is ocean or boat inspired and uses organic hemp.
In this scenario, your target market would first include people who like boats and nautical things as well as jewelry and/or fashion.
However, the hemp detail would further pivot this market to people who’s values are likely environmental and relate to sustainability.
Moral of the story? Niching down and customizing to a specific target market is a strategic sweet spot for marketing. Put another way:
If you try to target everyone, you’re targeting no one
And Facebook’s Business Manager is fantastic for building highly customized target markets.
The extensive library of customer data and the ability to cheaply explore, test and layer various audiences are core strengths of social media marketing.
Plus it’s a totally free platform to use and carry out audience research!
So let’s take a quick tour around Facebook and audience targeting!
So maybe this is obvious, but most important section to focus on (for this post) would be the Audiences section.
You can locate this inside the drop-down menu of the Ads Manager.
From here you’ll want to select Create A Saved Audience.
This option will allow you to build a new target audience and explore the various targeting options relevant to your group.
You may notice that there are two more audience options: Custom Audiences and Lookalike Audiences.
These are both highly useful – but also require more advanced digital marketing strategies.
But I’ll give you a quick overview of how they work.
Essentially, custom audiences are created from existing information such as current ads (retargeting), email lists or other data such as video views, website visitors or completed lead generation forms.
Next, lookalike audiences are basically new audiences that Facebook can create using data from existing saved audiences.
This can be extremely useful.
For example, let’s say one of your saved audiences is performing extremely well (converting at a nice ROI).
Well, you can essentially tell Facebook to go out and “copy” that group, creating a similar, new look-a-like audience that you can then go out and use or test.
These audiences tend to perform very well.
But again, these strategies require a little more marketing finesse and technical know-how, so if you’d like to read more, check out this useful resource here as a nice starting point!
$$ Tip Jar
Audience size is an important metric to keep an eye on. An audience that’s too small can be just as limiting as an audience that’s too large.
As a general rule of thumb, try to aim for an audience size between 500,000-3,000,000.
Although, this rule also has its caveats.
For example, if you’re focusing on people within a 25-mile radius of a small town, then reaching 500,000 people probably isn’t possible.
So researching audience data is great. We can better understand our market opportunities as well as our ideal customer.
Once we have that data – and a more exact idea of who we want to reach – we can actually start building our audiences.
So let’s move on to step 2 and talk more about how to do just that.
(Also, I’ll be giving you some great targeting ideas you can use for your own handmade jewelry business!)
Step 2: Building Audiences
Building Audiences For A Handmade Jewelry Business
Now that we have some different targeting plans, we can start to build and save those audiences for later use.
In fact, you can create as many audiences as you’d like, which is incredibly useful for testing and optimizing your online marketing (no worries, we’ll cover this more in step 4).
So first you’ll want to head inside your Facebook Ads Manager and select the Audiences page.
Then select the Create Saved Audience.
You’ll notice a variety of fields to fill out. Most are self-explanatory (i.e., naming the audience and selecting their locaiton).
But what I want to focus on is the Detailed Targeting (if you scroll down).
Here is where you can start building and exploring different targeting parameters based on your customer’s interests and/or demographics.
I like to start with a core targeting point (such as “jewelry”), then use the Suggestions button for more ideas.
Spend some time in here playing around and getting ideas!
Once you’re done, simply scroll down and hit the Create Saved Audience button towards the bottom to finish up.
Now you can start creating more new saved audiences with fresh targeting details.
Remember, all of these will be saved to your account and available to use at any point within future campaigns.
Alright, now let’s talk about some great targeting options for a handmade jewelry business!
Consider targeting people interested in:
- Handmade jewelry
- Art jewelry
- Fashion accessories
- Specific piece interests
- Necklaces, bracelets, earrings, etc.
- Engaged shoppers
- i.e., people who are known to buy something online, and therefore more likely to convert
- Pendants & Gemstones
- Specific brands similar to your style
- Tiffany & Co., Cartier, etc.
- Interests related to your jewelry niche
- Such as ocean or beach-inspired, runner-inspired, environmental, travel, regional/local pride, etc.
- Newly engaged couples
- Bride & Groom
Recommended Read: Search Engine Ranking & Understanding SEO
$$ Tip Jar
It’s crucial to clearly identify your brand and your unique story or angle. This is your competitive edge and your differentiating factor.
Remember, people want to connect with brands they can relate to, who understand their values and their interests or community.
In this way, strive to align your targeting with your messaging, brand and values.
Read more about building brand as an artist here!
Step 3: Layering Audiences
Narrowing Your Audience, Using Suggestions & Layering
After establishing some initial targeting parameters, we can further narrow down our audiences by layering interests on top of each other and excluding certain people or interests.
Conversely, we can also expand our targeting and audience size by adding in more relevant targeting details.
Remember that nautical-themed, hemp-made bracelets audience from step 1? Well, this is a great example of layering your targeting.
Here, the layers include:
- Layer 1: People interested in ocean-themed products and things
- Layer 2: People interested in jewelry, fashion and/or design
- Layer 3: People interested in sustainability and the environment
Layering these details on top of each other is niching down and making your audience targeting specific and customized.
From here, we can add more related targeting details to each layer to increase the audience size (if it’s too small).
Layering can be done using the Narrow Audience, Exclude People and Suggestions options when building a saved audience in Facebook.
As you can see, building numerous audiences and playing around with the layering gives us virtually endless targeting possibilities.
Recommended Read: How To Market Handmade Jewelry [+ Actually Get Results]
Step 4: Testing Audiences & Scaling
Testing Audiences & Scaling The Best Ones
Testing is essential to truly understand what works and what doesn’t. It’s the foundation to optimizing your campaigns, budget and marketing as a whole.
So what does testing target markets really entail?
Well, first we would create multiple audiences all within a single campaign.
Then we would further customize those audiences at the visual level. That is, changing creatives (like video VS image), using different copy or messaging and trying different calls to action.
The simplest way to do this is by first creating each target audience you’d like to test (by building saved audiences like we did above).
From here, you’ll create a new campaign and select one of the audiences to start with.
You’ll then move forward and create the ad itself by selecting the creative(s), writing the copy and deciding on a call to action (such as “Learn More” or “Shop Now”).
From here, simply go the ad set level within your Facebook Business Manager, hover over the audience and select the duplicate option that shows.
Within that pop-up screen, make sure to assign the duplication to the same campaign, which will keep things nice and organized.
Then, you’ll want to open this newly created ad set, scroll down to the audiences section and simply swap out the current audience with your next test market.
Everything else (including the ad creatives, messaging and campaign objective) will remain the same. So the only thing we’re doing here would be changing the audience for testing purposes.
If you’d like to test the creatives, we’d follow the same protocol, but instead of swapping the audience out, we’d do the same for whatever other variable we’d like to test.
Now, once your campaigns are live, the Facebook algorithm will go out and test each of these variables and ad sets to find the best performing one(s).
It’s good to wait at least 3 days after initially launching a new campaign before making any changes.
This way, the algorithm has enough time to really go out, and gather data to test and optimize.
This is when you can start pausing the under-performing audiences (or ad variables) and scaling the winning ad sets (by increasing their daily ad spend/budget).
This is essentially scaling and optimizing Facebook ads in a nutshell.
Of course, if you’re new to online advertising and social media marketing, some of this may be overwhelming.
So if you have any questions at all, feel free to leave a comment or reach out directly, I’d be more than happy to help answer any questions!
Finally, before we wrap up here, I’d like to lay out some more general – but crucial – things to keep in mind for growing your business, brand and audience loyalty.
Business, Brand & Audience Growth Hacks:
- Understand your target audience(s) exactly
- Always be testing, researching and asking for feedback, either directly or with polls and quizzes
- Have a content/marketing plan that consistently brings value (not a take, sell-first approach)
- Value can be something educational, entertaining and/or inspiring
- Focus on building brand identity, trust and authority
- The strongest differentiating factor is brand
- What’s your unique story, business angle or business/product aspect?
- Use compelling, customized offers
- Understand and use retargeting strategies
- The rule of 7 indicates that it can take up to 7 points of contact before a new prospects converts into a qualified lead or sale!
- This means any target markets that are unfamiliar with your brand likely will not buy from you after the first point of contact
- Read more about how to use remarketing here!
- Use modern marketing tools and audience research resources
Recommended Read: 5 Keys To Building Brand As An Artist
This post reviewed practical and actionable strategies for finding your perfect target market for handmade jewelry.
We discussed how to build saved audiences, test different markets and scale campaigns.
Although digital marketing strategies can get pretty advanced and technical at times, staying grounded with the simple less is more mindset helps to keep things in perspective.
Just remember, always be adding value to your end consumer and focus on starting/strengthening relationships and building brand.
Online success is a marathon, not a 400-meter dash.
Let me know in the comments, what’s the hardest part about selling handmade jewelry online?