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Trade alert: Help customers get to know you and drive sales organically

Jewellery buyers will already know the importance of showcasing great new products to their customers - but showing their own face a little more could result in higher sales and even organic marketing.

Speaking to Marketing Dive, National Geographic's chief marketing officer Jill Cress explained that there is a new trend right now for braver marketing campaigns that help brands really get across who they are and what they stand for.

She explained that Nike is a great example of this following the reaction to the sports brand's ads featuring NFL quarterback Colin Kaepernick, showing that even issues such as civil rights shouldn't be out of bounds when it comes to great marketing.

Ms Cress pointed out that if brands show their customers how they are changing the world as well as benefiting themselves, they could convert people who are already fans into a sort of micro-influencer - and that sort of free publicity is really the Holy Grail for any business.

So, how can costume jewellery retailers use these tips and implement them for their own company? Obviously, most will have nowhere near Nike's budget, but that doesn't mean it's impossible to put across a great public-facing image thanks to portals like social media, websites and blog posts.

Here are a few of our top tips for retailers of fashion accessories when it comes to really showing off who you are and what you're about:

1. Information pages

It's essential to have information on your website, but it may be that any landing pages you have lack personality. Try re-writing them and injecting some of your business's ethos into each paragraph - feel free to be humorous if you think it's appropriate. As long as you get the necessary information across, this is a platform to demonstrate your values.

2. Advice pages

People who are buying costume jewellery are going to be interested in fashion and how to wear their new items, so ensure your website features blog posts or links to social media that show them exactly how to look great. This type of content is easily shareable and could help you stand out in a crowded marketplace.

3. Company insight

Everyone loves a peek behind the scenes of their favourite brands, so provide this for your own customers. Make the most of Instagram to post pictures of your employees doing everyday tasks, but also include things like charitable events they might be participating in. You should also be adding Stories, which really help to engage viewers and make them feel part of your business.

There are a number of other ways that you can help your company to really show its true colours, but these will be an ideal start. By implementing them, you should hopefully find that your customers feel more involved with you and - hopefully - become the first brand they turn to when they need something new.