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Shane Articles Tag

Marketing strategies

Marketing Strategies for the Sub $1.5M Jeweler

by Shane O'Neill, Vice President Let’s face it, marketing dollars are a precious commodity and it’s difficult to compete with larger jewelers who have larger budgets. So, what’s a smaller jeweler to do? Embrace change. When it comes to developing a marketing budget, one must consider multiple advertising avenues. Compounded by the rise in digital marketing and...

SEO and Paid Search

The Yin & Yang of Digital Marketing

by Shane O'Neill, Vice President Doing business in 2018 and beyond is only increasing, anchored by your website. I know, I know…another article about how important your website is. So, I won’t regurgitate why your website is key to driving sales. You can only lead a horse to water so many times. Instead, let’s talk about the...

Marketing Apocalypse

The Four Horsemen of the Marketing Apocalypse

by Shane O'Neill, Vice President Let’s be honest. Today’s jewelry market is hyper-competitive. The rise of digital marketing and the proliferation of mobile devices has completely changed how the consumer shops. It has also presented numerous new ways to reach and connect with potential customers. The result is the continued fragmentation of marketing channels and confusion as...

Make Your Website Your Business

How To Make Your Website The Cornerstone of Your Business

by Shane O'Neill, Vice President So, you’ve finally invested in your future and developed a fantastic website with full e-commerce capability. It’s a pretty little beast, web responsive, beautiful product images, wish lists, opt-in forms and so on. Yet, what has it done for your business? Probably not much if consumers don’t find it. You’ve bought the...

Avoid Digital Marketing Pitfalls

How to Avoid Digital Marketing Pitfalls

by Shane O'Neill, Vice President Digital Marketing - talk about a buzzword! Everyone’s an “expert”, yet most are not. The problem is that anyone can pretty easily launch digital marketing campaigns or even start a business. So it has been these last few years with “digital media companies” popping up everywhere. It seems that everyone offers digital...

The Resurgence of SEO

The Resurgence of SEO

by Shane O’Neill, Vice President The Relevance of SEO in the Jewelry Industry Not long-ago, SEO, for independent jewelers, wasn’t often recommended or needed. This was primarily due to budget restraints and the lack of sophisticated competition (digitally speaking) on a local level. That is to say, five years ago, most independent retailers had poor website experiences. So,...

Digital Marketing Gone Stupid

Digital marketing; the greatest marketing disrupter in decades is stupid. It’s a ridiculous waste of money and no one ever comes in the store because they saw a post on Facebook. It’s all one big smoke and mirrors scam with a bunch of gobbledygook industry jargon like CPM, CPC, CTR and so on. Yet, everyday businesses...