Ep. 7: Striking Gold in the Jewelry Industry: Georgia Humbert Shares Smoothie London Jewelry's Marketing Playbook
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Summary of the Episode:
After years of buying throwaway earrings that would turn her ears green, Georgia Humbert was tired of the never-ending cycle of buying boring, easily tarnished earrings. So, after searching for quality, stylish earrings that didn’t break the bank and not finding anything, she decided to start her own brand.
Enter Smoothie London, a brand specializing in huggy hoop earrings that has expanded into more over the years.
Throughout the episode, Georgia shares her marketing successes and failures, highlighting the strategies that drive each stage of their marketing funnel, from using TikTok for brand awareness to email for sales conversions.
Actionable Tips You’ll Walk Away With:
How to utilize each social media platform for different goals, like TikTok for building awareness and Instagram for customer engagement
The secrets to gathering emails to grow your list
What types of emails to send for more sales and reviews
Where to find great UGC creators and influencers
How to overcome fear and embarrassment of showing up on social as a founder
Timestamps:
00:41 The beginning of Smoothie London
02:30 Marketing strategies in the early days
04:07 The content strategy behind their TikTok virality
06:11 Converting content
07:29 Not everyone buys right away. Here’s why that’s okay
08:58 How to sell as a brand that doesn’t “solve a problem”
11:10 What marketing strategies didn’t work
12:22 How they’re present on multiple social platforms
13:04 Email list growth strategies
15:33 Their email welcome sequence
17:12 The key to more reviews
18:34 The power of the founder’s presence in a brand’s marketing
22:05 Overcoming the fear of showing your face on social media
24:03 The difference in giving it your all in your content vs playing small
27:02 Marketing your product with UGC vs influencers
28:46 Effective guidelines for UGC creators
32:14 Finding great UGC creators and influencers
35:50 Georgia’s favorite marketing tip for new brands
36:34 Georgia and Smoothie London’s info
Connect with Georgia and Smoothie London:
Follow Smoothie London on Instagram
Connect with Smoothie London on TikTok
Learn from Georgia on her TikTok
Connect with Lindsay and LC Creative:
Let's be Insta friends
If you're more of a TikTok fan, connect with us there
For More Resources:
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Related Episodes:
More About the Behind the Label Podcast:
After years of listening to podcasts targeted toward service businesses, we noticed there weren’t many shows helping brands that sell physical products like jewelry, home goods, clothing, and more.
And while some marketing advice is used universally, there are differences between marketing a product vs a service.
Which is why we made a podcast dedicated to helping product-based brands with their marketing based on real-world experiences.
We talk about things like:
Creating a marketing strategy that works for you
Honing in on your ideal customer profile
Email, social media, and website best practices
And so much more
You’ll learn straight from other successful product-based business owners and industry experts.
And at the end of each episode, you’ll walk away with actionable tips to revolutionize your marketing and cultivate a community of brand-loyal customers.