Earlier this year, I explained why Instagram should be your primary marketing channel and how to use photography and hashtags to build a following. If you're struggling with Facebook marketing for your business, then you should really go back and look at that previous post of mine.
Although I explained Instagram photography, I did intentionally exclude details about Instagram Storie... VIEW FULL GOLD NUGGET
Way back on April 10, 2017, Facebook announced that they'd be cleaning up the News Feed to deliver the right content to the right people at the right time.
Their goal was to cut back on the amount of spammy content that is published by Pages that deliberately try to game the Facebook algorithm. Their algorithm measures the popularity of a post by the number of likes, comments, and shares it gets an... VIEW FULL GOLD NUGGET
Your online reputation is now part of your marketing. The results that people see in search help formulate the first impression that someone has of your business and whether or not they will purchase from you.
Managing your online reputation through reviews that appear on Facebook, Google Reviews, and Yelp is vital for your future business health. Savvy consumers are referring to what other people say in these online reviews and other consumer generated co... VIEW FULL GOLD NUGGET
The digital screen on my bathroom scale has been on the fritz more and more every day, and I finally decided to do something about it today. I've owned different wearable devices over the past 7 years to monitor my health and daily activity, but I didn't yet have a smart bathroom scale to monitor my BMI or other health factors. Today was the day I would finally get one.
I contemplated buying one off Amazon.com but decided that I'd rather compare models ... VIEW FULL GOLD NUGGET
Website review and analysis are part of my everyday job. I've been actively analyzing and making suggestions on improving traffic acquisition, user flow, SEO, and usability for several years. I've shared this analysis process and the tips for improvement in my writings for the last few years to provide an insight into how you could do it yourself.
Today, I'll share 6 of the most frequently broken or missing website features that I have seen over and over again, and provide some suggestions for maki... VIEW FULL GOLD NUGGET
Every week, usually on Friday, I write a website review. This week, I'm publishing my review a couple days early because I have something special planned for Friday. The goal of my website reviews is to dissect the online efforts for a random local retail jeweler. I don't bother reviewing the websites for chain stores because I want to illustrate how a local jeweler can improve a similar site like their own.
I find my website candidates by searching Google using the Chrome browser set to incognito mode. Incognito mode is good to use whe... VIEW FULL GOLD NUGGET
Back when jWAG was formed in 2010, the common mantra touted by many online marketers was that "the money is in the list." The list, at the time, was a reference to the number of people on your email list. Since then, we now have the ability to reach customers through many other list methods, including Facebook retargeting lists, Google AdWords remarketing lists, and even push notifications through custom apps that people download. So many online marketing opportunities exist now tha... VIEW FULL GOLD NUGGET
When it comes to social media photographs, it's easy to forget that every person has a legal right to prevent you from posting a photo of their face online. Paid photographers and media companies are very aware of your legal rights, and they require people to sign a model release form.
Those release forms grant ownership and permission to use the photos for any purpose, even to sell the photos or use in promotions to sell a product. A quick Google search for "sample mode... VIEW FULL GOLD NUGGET
There was a lot of marketing buzz around QR codes when they appeared in the USA in 2009 and 2010. Marketers thought they would be a hot sensation for smartphone users and started slapping them on all their ads. Even though QR codes began to appear everywhere, their usefulness and marketing success rates were small. What marketers didn't realize was that QR codes must be utilitarian, but most were gimmicky. I wrote this Nugget about... VIEW FULL GOLD NUGGET
Your success on social media is related to the amount of time you spend engaging with your customers. I like to think of social media as the online version of a business networking event. Plenty of people attend business networking events with grand notions of meeting new business partners only to get there and stand on the sidelines, or quietly sit at a table without working the room.
Social media marketing is quite frustrating. The rules seem to change every time you think you understand the right methods of how and when to share to social media. Most internet marketers will lead you to believe that business success will come if you can get 10,000 or more fans following you on every network, when in reality it takes a bit more than just growing your social fan base.
Somehow those social media fans have to be converted into sales as shown in this diagram:
Social media is required for business--all businesses. It ties all your other advertising together: every ad you place in your local community, whether it's on TV, radio, on billboards, in all of your direct mail, for newspaper ads, or everything else you do on other social networks. Social media ties all your marketing together in such a way to support your customer life cycle.
Once upon a time, Facebook was the social network for college friends only. Then it was opened up to anyone to join. It was a free-for-all of friends keeping in touch without any special filtering getting in the way of seeing your friend's status updates.
When they let businesses join, there was a sudden surge of unwanted solicitations and plenty of users complaining that they were seeing too many business posts in their news feed. As is all things internet related, businesses viewed Facebook as t... VIEW FULL GOLD NUGGET
I've often said that a website needs to provide customer service features that mimic the service that you offer in a store. Today, I'm going to specifically explain one of those feature you should strive for.
In-Store Customer Service
Think about the following scenarios for a moment.
Scenario 1: A customer is shopping in your store and tells your sales associate that they like the way you've recently remodeled the store.
Welcome to the #ThrowbackThursday edition of the Daily Golden Nugget. Today, I'm jumping back to one of my early posts about location based services and checking-in on Facebook.
It was all the rage during the summer of 2010 to have a check-in app on your smartphone check-in everywhere. Gowalla, Foursquare, Whrrl, and Loopt were competing heavily when Facebook tried getting into the game. Facebook's initial eff... VIEW FULL GOLD NUGGET
This is part 2 of a 3-part series on Time Management. I have to thank Rod Worley with Four Grainer: Inside the Jewelry Trade Radio Show for motivating me to write this series. While I was on his podcast show, he asked me the following question: "Where are they supposed to find the time?"
Instead of writing simple direction to explain how to get things done, I decided to dive deep... VIEW FULL GOLD NUGGET
A "conversion" refers to some type of customer interaction that results in the capture of the customer's identity, usually their email address. E-commerce sites also measure conversions according to the number of online sales they have. VIEW FULL GOLD NUGGET
When you consider the time it takes to be involved with Facebook, Twitter, Pinterest, Instagram, Google+ and so many social networks, it's no wonder so many people live their lives carrying their smartphone in their hand all day. So many people have traded everyday verbal conversations for terse text conversations and deluges of selfies.
Those who have chosen a smartphone-tethered life, now find it second nature to use social network as a way to keep their friends and family in... VIEW FULL GOLD NUGGET
Thanks to The EDGE Retail Academy, attendees of JCK 2015 were able to witness two presentations from Terry Hawkins, bestselling author, well-established business woman, and President of the training company People In Progress Global. I had the fortune of attending her JCK Talk titled "The Retail Revolution" on Thursday, May 28, 2015.
Terry is certainly a dynamic speaker that keeps the audience entertained and engaged while also sharing valuable infor... VIEW FULL GOLD NUGGET
QR Codes have been a hot topic for several years. In this #ThrowbackThursday Daily Golden Nugget, I'd like to jump all the way back to my second Nugget ever, which was on QR Codes. That was July 27, 2010!
That Nugget was the number one most popular post I had ever made, until I started writing about screen resolution and setup directions for Google M Business. It has since d... VIEW FULL GOLD NUGGET
Many retail jewelers still struggle managing the time it takes to promote themselves on social media. Unfortunately, even though you can hire an agency to manage your social accounts, the best way to engage your customers is to establish your brand's own online identity.
It's difficult to allocate the time needed to engage on social media amidst the daily routine needed to run a jewelry store. Instead of doing it all yourself, you could allow your employees to engage soc... VIEW FULL GOLD NUGGET
In yesterday's Daily Golden Nugget, I proposed a few scenarios on how you could create content needed to attract customers to, and convert customers on your website.
Content marketing is a large part of the modern day business strategy, but the creation process is so long and expensive, that many business owners are ready to give up after t... VIEW FULL GOLD NUGGET
I've been sharing a lot of my secret tips recently and today I'd like to share another. This one's about understanding your customer's intent.
One of the biggest mistakes I've noticed many retail store owners, not just jewelers, make is that they set up their store, create advertisements, and design their website based on what they believe their customers will like, without truly trying to understand what their customer's intent is.
Small business owners always seem to struggle trying to balance the time they spend working in their store, managing back office paperwork, and growing the business. It's very difficult to achieve the perfect balance of spending time with each of these tasks if no one showed you how to do it correctly in the first place.
Occasionally, you will find a small business success story in the news, and perhaps you wonder how they achieved their success. From my own personal experience,... VIEW FULL GOLD NUGGET
Blogging is such an important part of website content. Using your blog, you can add real content that Google loves to index and use in the search.
You blog is a forum for so many different things. One day you can use it to showcase a new line of jewelry in your store, and the next you can use it to talk about your sponsorship of the local Little League.
Everything you post in your blog will feed Google's ability to bring you traffic. But what if you would rather have people share your blog posts on Facebook or Twitter? How can you get them to do that?
Google is a machine, programmed to do what it does and it doesn't care if your content is boring. It only cares if your content matches a search query.
To get interest from real people, you need to make your blog posts interesting. Give people a reason to b... VIEW FULL GOLD NUGGET
The Frequently Asked Questions (FAQ) page of your website is a great place to post all the typical questions you get from customers that visit your store.
Can you quickly recite the popular questions the people have asked you through the years? All of those popular questions belong on your FAQ page of your website.
But what about the not-so-popular questions?
People love to see you care about your customers and are willing to take the extra time to provide customer service. Answering specific questions on your website is a great way to prove you care. Here's how you can do it.
1. Put an "Ask the Jeweler" form on your website. 2. Post the questions and the answers to your website. 3. Email the "asker" the URL of the answer.
"...articles are easy to follow and seem to have information one can use right away." -Ann, Gallery 4, Hamden CT
"...serious kudos to you. We love your straight talk, pertinent information and plain language. I don't know how many industries have something of jWAG's caliber available, but I learn from the emails every day. Really, really nice work, and very appreciated." -Cheryl Herrick, Global Pathways Jewelry