What a world we live in! Sometimes I feel like I can’t keep up with all the digital marketing available to us. Sure, we all have people that support us and help us along the way, but at times it feels like a daunting task. We are all so busy in our daily responsibilities of running a business and managing every detail so everything is perfect for our clients that I wonder how I can manage another task.
The big concern is always how to reach more customers. There is the back end of the business, of making sure our diamond stock is managed, sorted, and processed perfectly to ensure quality and that we operate internally like a well-oiled machine. There is also the front end, where we have to figure out how to let our existing clients and potential new clients know what we do and how we do it, so we can increase sales. And so the fun begins with blogging, Instagram, Facebook, print ads, SEO, post cards, mailings, and the list goes on. I feel like I can’t move fast enough, and then - oops, it’s changing again or there is something new. Should we be tweeting ? Should we be on Pinterest?
What Works for You?
So, the magic question we all ask each other in the industry is, "What works for you?" I don’t think there is one correct answer, because maybe the demographics of the person you are speaking to is different than yours - my specialty is diamond melee and the person I’m speaking with sells chains, etc. Whether you're a retailer, wholesaler, designer, or manufacturer, we all need to increase our sales. and the big question is how do we do that in the social media world?
I could probably write a book about all the things I have done and about what has been successful, but by the time I finish the book, it will all be obsolete! The one thing I know that has worked is a little bit of everything.
Fresh Web Content
Improving my website and keeping it fresh with what’s happening in the diamond industry is key. This keeps our clients well informed and gives new clients a glimpse of who we are. But that’s not enough - which is why I mentioned many different forms of digital marketing.
Instagram has been a great tool for a quick visual of what we have and to showcase the various things we offer. I am always so surprised when a client calls and says, "I had no idea that you sell 0.20 pointers, but I saw a picture on Instagram. I thought you just did melee?" We hope that after they see us on Instagram that they head over to the website to learn more about us.
One would think print is completely outdated, but it’s been a great source to have just a few key taglines to grab someone’s attention enough to reach out. Maybe our clients see our ad, and then come across us on Instagram or Google search "diamond melee" and it leads them to our website. My point here is, I think that it’s not just one thing but many different things all happening at once, and they all end up helping sales overall.
Putting yourself out there in multiple ways is the one thing that has helped. I can’t attribute our sales to only one platform or media. This is the good news and the bad news. I wish I could say one particular thing has been a huge success for how to reach more customers, but thankfully with our efforts in all areas, we cultivate clients from every direction. Grit seems to be the key word in the diamond melee business. Stay with it and be persistent in your message, no matter what platform you are on.
I would love to hear your comments and thoughts on this, so please feel free to reach out!