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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 the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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