Jeweller - November 2020
• Saving Pandora: how a jewellery juggernaut shrugged off the pandemic panic • Clocked and loaded: why perfecting ecommerce is key to improving watch sales • Christmas tips: prepare to make your holiday season sales sparkle
• Saving Pandora: how a jewellery juggernaut shrugged off the pandemic panic
• Clocked and loaded: why perfecting ecommerce is key to improving watch sales
• Christmas tips: prepare to make your holiday season sales sparkle
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RULES OF<br />
ENGAGEMENT<br />
1. Share your<br />
business’ story<br />
to build a personal<br />
connection with<br />
your audience<br />
of potential<br />
customers<br />
2. Open a dialogue<br />
by asking<br />
questions and<br />
commenting on<br />
others’ posts<br />
3. Build credibility<br />
by participating<br />
in online groups<br />
and forums<br />
related to your<br />
industry<br />
4. Make it easy<br />
to share your<br />
content by<br />
encouraging<br />
‘likes’, adding<br />
links in blog<br />
posts, and<br />
including a ‘share’<br />
button<br />
5. Acknowledge<br />
your audience –<br />
respond to their<br />
comments and<br />
questions<br />
post articles and thoughts, never responding<br />
to someone else’s blog posts and<br />
Facebook posts, then why should anyone<br />
communicate with it?<br />
While it can be difficult for retailers to<br />
engage in conversations with consumers,<br />
there’s nothing wrong with contributing to<br />
other industry group forums.<br />
This helps to build credibility amongst<br />
peers and also provides an opportunity to<br />
learn from others. Who knows? Retailers<br />
may then receive comments from industry<br />
stakeholders on their own content.<br />
Ask and you shall receive<br />
Remember to ask questions. Instead of<br />
simply saying, “Look at this new pearl<br />
necklace that landed in store,’ consider<br />
phrasing it as, “What do you think of this<br />
new pearl necklace that landed in store?”<br />
This invites responses and comments.<br />
Engagement isn’t always vocal<br />
In addition to making comments,<br />
engagement can involve liking, sharing<br />
and clicking. If using a blog, be sure to<br />
add links in blog posts to other related<br />
posts. Someone reading a blog post<br />
and then clicking on a link is showing<br />
engagement too.<br />
Remember to include ‘sharing’ buttons on<br />
blogs so readers can engage by sharing<br />
content with others. On social media,<br />
actively encourage others to share posts by<br />
including a ‘please share’ message.<br />
Respond back<br />
This may seem obvious but it doesn’t hurt<br />
to be reminded. When someone comments<br />
upon a blog post or social media post,<br />
please acknowledge it by providing a prompt<br />
response. Those engaging in conversation<br />
need to know they have been heard.<br />
Retailers who embrace this advice should be<br />
well on their way to improving their lurker<br />
ratio and consumer engagement; however,<br />
if the business’ lurker ratio is still 100:1, take<br />
heart as it still means that there are people<br />
reading what has been written.<br />
Bear Grylls Survival<br />
3740 Master series<br />
More on luminox.com.au<br />
KARYN GREENSTREET is president<br />
of Passion for Business, specialists<br />
in small business consulting. Visit:<br />
passionforbusiness.com<br />
Proudly distributed by<br />
02 9417 0177 | www.dgau.com.au
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