(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: taking a crash course in social media advertising.)
Investing a couple of hours in truly understanding how social media advertising works could save you time and money.
Morgan Nicki Saatchi of SVS Fine Jewelry in Oceanside, NY, admits that Facebook advertising was “Greek to her” until she spent a couple of weeks listening to experts presenting webinars on the topic. Now, Facebook has replaced traditional media as the company’s advertising of choice.
“We target ads to an age demographic who have an interest in the particular product or event,” Saatchi says. The store has about 20,000 followers, and online sales are up to 15 percent of total sales.
Online purchase price points are generally less than $1,000.
Using bitly has helped Saatchi track online sales that come via Facebook ads. The website provides detailed analytics that show where the traffic and the purchase came from.
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For more on making social media work for you, check out our recent stories on the most engaging types of content best time to post.
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
