How Our Deplatforming Strategy Sparked Growth
I expected the Social Media Mastery class to improve my social media skills, but it also changed the way I approach marketing. The priority became a more sustainable, direct way to connect with potential customers. That’s why I have built a deplatforming strategy, as a foundation for converting social media to customers.
Now, I am capturing leads, nurturing them, and guiding them toward their dream ring and I have barely begun to implement social media strategies.
1. Landing Pages + Premium Content: A Path to Deeper Engagement
Instead of directing traffic to our homepage, I built three strategic landing pages to capture emails in exchange for valuable content.
• The Lover’s Guide to Engagement Ring Styles educates shoppers about ring styles, and the choices they will make when selecting a ring.
• Expert Insights on Diamonds educates shoppers on diamonds.
• The Ultimate Guide to Choosing the Perfect Wedding Band (launched 2 weeks ago) helps couples choose the perfect ring to complement their engagement ring.
These guides, developed in Gamma with the help of ChatGPT, are designed to position us as experts, keep potential customers engaged, and encourage scheduling an appointment through an automated Klaviyo email flow.
2. Interactive Quizzes: Personalized Shopping Made Easy
We took engagement a step further by launching two interactive quizzes:
1. “The Engagement Ring Style Quiz” – Recommends ring styles based on preferences, lifestyle, and personality.
2. “Wedding Ring Quiz” – Just launched, this quiz helps couples find the best wedding band to match their engagement ring.
These quizzes trigger follow-up Klaviyo flows that:
✔️ Deliver personalized results
✔️ Educate shoppers on their options
✔️ Encourage them to book an appointment or browse collections
3. ManyChat for Automated Social Media Lead Capture
To seamlessly connect social media engagement with my new funnels, I added ManyChat automation. Social media users will be guided to the right landing page or quiz—turning a casual DM into a lead.
4. The Proposee Landing Page: Connecting Couples & Future Sales
Typically, the proposee shops on social media and is engaged through the guides and quizzes to select a ring style for the proposer to purchase. The challenge is connecting the couples in our database. We created a third landing page specifically for the proposee (the one receiving the ring). This page:
✔️ Captures their contact info
✔️ Connects them with their partner’s purchase
✔️ Asks for their wedding date—a crucial detail for marketing wedding bands & future anniversary gifts
The Results:
These efforts have been under development since July 2025, but I am already seeing an impact:
• 71% increase in revenue in 2025 compared to 2024
• 40% increase in revenue year to date over the same period in 2024
• 23% contact database growth
• 400 quiz takers and 265 shoppers “dropping a hint” to their partner
• A predictable, owned marketing funnel
What’s Next?
With these foundations in place, I am beginning social media to tell stories of our couples and share styling ideas to build community and drive traffic to the landing pages and quizzes. The goal? Move leads from social media → education → appointment → engagement ring purchase → wedding band purchase→ anniversary and other gift purchases—creating customers for life. This is just the beginning.
I expected the Social Media Mastery class to improve my social media skills, but it also changed the way I approach marketing. The priority became a more sustainable, direct way to connect with potential customers. That’s why I have built a deplatforming strategy, as a foundation for converting social media to customers.
Now, I am capturing leads, nurturing them, and guiding them toward their dream ring and I have barely begun to implement social media strategies.
1. Landing Pages + Premium Content: A Path to Deeper Engagement
Instead of directing traffic to our homepage, I built three strategic landing pages to capture emails in exchange for valuable content.
• The Lover’s Guide to Engagement Ring Styles educates shoppers about ring styles, and the choices they will make when selecting a ring.
• Expert Insights on Diamonds educates shoppers on diamonds.
• The Ultimate Guide to Choosing the Perfect Wedding Band (launched 2 weeks ago) helps couples choose the perfect ring to complement their engagement ring.
These guides, developed in Gamma with the help of ChatGPT, are designed to position us as experts, keep potential customers engaged, and encourage scheduling an appointment through an automated Klaviyo email flow.
2. Interactive Quizzes: Personalized Shopping Made Easy
We took engagement a step further by launching two interactive quizzes:
1. “The Engagement Ring Style Quiz” – Recommends ring styles based on preferences, lifestyle, and personality.
2. “Wedding Ring Quiz” – Just launched, this quiz helps couples find the best wedding band to match their engagement ring.
These quizzes trigger follow-up Klaviyo flows that:
✔️ Deliver personalized results
✔️ Educate shoppers on their options
✔️ Encourage them to book an appointment or browse collections
3. ManyChat for Automated Social Media Lead Capture
To seamlessly connect social media engagement with my new funnels, I added ManyChat automation. Social media users will be guided to the right landing page or quiz—turning a casual DM into a lead.
4. The Proposee Landing Page: Connecting Couples & Future Sales
Typically, the proposee shops on social media and is engaged through the guides and quizzes to select a ring style for the proposer to purchase. The challenge is connecting the couples in our database. We created a third landing page specifically for the proposee (the one receiving the ring). This page:
✔️ Captures their contact info
✔️ Connects them with their partner’s purchase
✔️ Asks for their wedding date—a crucial detail for marketing wedding bands & future anniversary gifts
The Results:
These efforts have been under development since July 2025, but I am already seeing an impact:
• 71% increase in revenue in 2025 compared to 2024
• 40% increase in revenue year to date over the same period in 2024
• 23% contact database growth
• 400 quiz takers and 265 shoppers “dropping a hint” to their partner
• A predictable, owned marketing funnel
What’s Next?
With these foundations in place, I am beginning social media to tell stories of our couples and share styling ideas to build community and drive traffic to the landing pages and quizzes. The goal? Move leads from social media → education → appointment → engagement ring purchase → wedding band purchase→ anniversary and other gift purchases—creating customers for life. This is just the beginning.