Between your website, local newspaper, direct mail, radio ads, billboard, social media, and word of mouth, it's difficult to calculate exactly how your customers are finding you and what ultimately convinced them to make a purchase. What was once an easy task of calculating the ROI for an individual ad is now impossible because of so many different ways a customer can engage with you online.
"Attribution modeling" is the modern process of analyzing and assig... 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
Every time internet technology changes, there is a chance that consumer expectations will change along with it. I often say that expectations change every time someone upgrades their smartphone. Unlike a desktop computer that we hold on to for 4 or 5 years, we each have the option to upgrade our smartphones at least every 24 months. The recent smartphone upgrade I did gave me faster processing speed, which means my apps, camera, and video editing run faster, but my internet speed is still controlled by my carrier. ... VIEW FULL GOLD NUGGET
Many small businesses, not just retail jewelers, are caught in a tight monthly financial cycle. Those businesses teeter on financial ruin because the only thing needed to send them over the edge is a bad week of sales, unexpected loss of the star salesperson, tax penalties, medical bills, or the wrong choices of inventory. Each of these could be an unrecoverable setback.
According to the Jewelers Board of Trade, there was a total of VIEW FULL GOLD NUGGET
Happy Holidays! There are only a few hours left in the 2016 holiday shopping season as I write this. Those still doing their last minute shopping are probably thinking a little outside the normal box in order to find something good for their loved ones.
For this week's website review, I will work through a search scenario in hope to illustrate how your customers use the internet and why it's so important for you to build out your online identity much further than you might imagine. For many businesses, this is the make-or-brea... VIEW FULL GOLD NUGGET
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.
Customer Life Cycle
There are specific steps that every customer must travel throug... VIEW FULL GOLD NUGGET
I realize that over the last 12 months, I've spent most of my time talking about Google to the exclusion of the other search engines. Many SEO professionals, myself included, feel that if you can achieve high ranking in Google then you should easily be able to achieve high ranking in any search engine. It seems only natural since Google is the de facto search engine, right?
While Google might be the most popular search engine in the U.S., it's not the most popul... VIEW FULL GOLD NUGGET
I've previously estimated and explained that the customer cost of acquisition for a retail jeweler is somewhere around $75. You can calculate this number by summing up your advertising expense for a campaign and dividing that by the number of new customers you've acquired during that period.
One month ago today, I introduced the 2015 Holiday Run-Up with the premise that this year you could create several specialized marketing campaigns, or micro-campaigns, focused on singles products or groupings of products. Implementing the micro campaigns would require lots of product photography, correctly targeting your customers, writing lots of product content, sharing that product content to social media, coordinating... VIEW FULL GOLD NUGGET
For today's edition of #ThrowbackThursday, I want to jump back to a Nugget from November 2013. In it, I gave ideas on how to use gift certificates as a reputation management tool. That idea, which is still very viable today, is to donate a gift certificate to your local charity in exchange for asking them to write an online review.VIEW FULL GOLD NUGGET
"...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
