It’s time to up your game.
Are you ready to up your game on social media and your website?
Try video.
Why?
People are four times more likely to view video than to read text, says Todd Hartley, a digital marketing expert from WireBuzz and a speaker at last week’s American Gem Society Conclave in Hollywood. Shoppers are 144 times more likely to buy something after watching a product video, according to research from Mark Zuckerberg.
It’s important to use very high-quality, professionally made video for what Hartley refers to as “non-perishable” videos: the “About Us” page on your website, your maintenance promise, or a message from your founder, for example. The kind of content that will stick around for a while and is worth spending money on.
However, you don’t have to go pro for every use of video.
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You can use your own phone to send quick video messages to customers: letting them know when a new jewelry line comes in that you know they’re interested in, or when you’d like to announce an event, or when a customer’s anniversary is coming up and you’d like to suggest a gift. Just film yourself talking about it, show some video of gift ideas and send it in an email.
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.
