Jewelers Suite JHJ Magazine

Connecting the Dots: 3 quick keys to marketing to your customers online

written by Rick Arnemann, Harmon CEO

This past year has intensified a reliance on online marketing to reach your customer
base, and the importance of making that marketing fresh, original and ever changing has never been stronger. But in an endless world of online content, how do you make your brand stand out, let alone show it to the right customers?

We have you covered. Here are the 3 keys you need to connect with your customers
and put your best online marketing foot forward.

Connect with Customers on the Right Platform
When trying to reach your customers, it’s important to find out where in the digital world they actually are. Are you marketing to men, women, or both? Baby Boomers,
Millennials, or Gen Z? Choosing the right platform is key to making the connection. For example, Forbes reports that among Instagrammers, 51% are women, while 57% of LinkedIn users are men. If you’re leaning towards a female-focused B2C marketing plan, Instagram will be your better choice.

Meanwhile, 84% of users falling in the 50+ age bracket have a Facebook account. So, if your business serves the Baby Boomer generation, Facebook would likely grant a great ROI for your marketing buck.

Retarget Customers
Just because someone clicks on an ad and makes it all the way to your website, doesn’t necessarily mean they’re ready to bite. However, that doesn’t mean you should give up on that user. Social retargeting can offer the purchaser a promotion for products they’re already interested in, and give them incentive go back to your site for a second look. When a potential customer clicks on a product or adds something to their cart, a cookie is dropped to report this action by your retargeting partner. This cookie then tells you when that potential customer visits another site, like a social media platform or possibly one of your competitors. An ad will then be presented to that customer based on their previous activity or engagement. The more the customer engages with your site, the better curated your retargeting partner will be at making sure your ads appear in the right places and at the right times.

Give Customers Content They’ll Engage with
Your customers need to know who you are, and brand awareness is key to establishing that connection. When you’re marketing on social media, there are ways to get familiar with your target market that don’t feel like a hard-core sales push. Curate content that engages your target market, and stay-up-to-date with the latest trends. Catchy language, humor, hashtags, emojis (used sparingly), and of course, beautiful photography, can all make a customer stop scrolling and get them to engage, whether it’s through a like, comment, or share.

Generate more sales by using call-to-action oriented posts and including buttons when possible, which make it easy for viewers to click through to message, call, buy, or book an appointment. However, don’t clutter up every post with sales language. You’ll turn off potential customers from your content, and never get them back.

Need retargeting help? Want new content to show your customers on social? Not sure if you should be reaching your customers on Instagram, Facebook, Pinterest, or all three?

Give us a shout at

About Rick
Rick Arnemann is the CEO of Harmon, a creative and strategic marketing agency.
There are a variety of ways to work with Harmon, from strategy and planning, to
creative and production, to marketing implementation and execution. For assistance
with any 2021 marketing needs, connect with Harmon at 615-256-3393 or