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BY POPULAR DEMAND, Shane O’Neill of INSTORE Marketing returns alongside INSTORE editor-in-chief Trace Shelton to talk social media, including how to craft engaging copy, which type of content triggers action, how to target the best audience for your message and what you should be spending. Social media has evolved quickly since its inception, and using the various media as advertising vehicles can be a complex proposition. O’Neill makes the case that with not a lot of effort, stores can provide engaging, personal content that clients will value, especially in the realm of video.

Over the course of the webinar, O’Neill and Shelton discuss Facebook, YouTube and Instagram (the three most recommended forms of social media for retail jewelers) and how each is best utilized. They talk about how retail jewelers should have a “social content curator” on staff to make sure that good content is generated on a regular basis — and how that curator can work with an agency to ensure that the content is placed and edited correctly. The discussion wraps up with a Q&A with viewers that addresses topics like the value of scheduled posts, how to promote a new YouTube channel, an overview of Facebook advertising, how important are “conversions,” examples of strong “content curators” and more.

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When Brockhaus Jewelry planned their move to a new location in Norman, Oklahoma, owners John Brockhaus and Brad Shipman knew exactly who to call for their moving sale: Wilkerson. "Having worked with Wilkerson before, choosing them again made perfect sense," says Shipman. "And our second partnership was even better than the first." The sale exceeded expectations, thanks to Wilkerson's strategic approach - starting with Brockhaus's existing inventory before carefully supplementing with additional pieces. "They made everything simple," Shipman adds. "From the outstanding consultant to the detailed planning, the entire process was seamless." It's why both partners enthusiastically recommend Wilkerson to fellow jewelers planning a move, remodel, or retirement sale.

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