Alexandria began to understand the power social media marketing could have on her business when she started to see its impact on her personal life. An avid online shopper who would also seek out Pinterest for daily inspiration, she’d also leverage Instagram Stories for market research and to engage her audience. (Related Social Media Best Practice: 8 Ways to Increase Engagement With Your Audience)
“For my jewelry line, I do a lot of polls and questions on Instagram Stories. I have my audience weigh in on the theme, colors they love, stones, size, metals, etc. Then I send the new collection to my email list to shop 24 hours in advance. That’s the majority of how I build collections, announce them, and sell out. By involving my audience in the design making phase, it makes me more creative by having to stick to the parameters they’ve given me.”
The Dune Home + Gift Shop would also grow thanks to Alexandria’s versatile success across different social media channels substantially. By combining Pinterest mood boards that work cohesively with her Instagram store, the retail shop derives much of its online traffic from social media marketing – thanks to inviting graphics, informative blogs, and visual aids that lean into Alexandria’s unparalleled artful aesthetic. (Related Social Media Best Practice: How to Increase Your Traffic Using Pinterest)
The versatility that drives the brand’s social media is funneled through Alexandria. She’s not just a jewelry expert, but she provides thoughtful shopping guides, provides her audience with trend alerts, and understands her brand well enough to engage in partnerships with generous merit return. Through PLANOLY, Alexandria schedules a lot of her content mentioned above. She uses her high level of engagement to inform brand next steps, her core offerings, forthcoming capsule collections, and forecast colors and themes for other upcoming work.
