20-20: the term for perfect vision. Well, this year has no way been perfect, but it’s certainly been one we’ll look back on with clarity for quite some time; until eventually, as with all things, the details will become part of our shared history.
From a business perspective, digital marketing obviously took priority for many months as firms relied on online trading to replace their physical business. For some, this meant tentatively turning to social media for the first time, while for others, it was an increase in the time and effort dedicated to promoting themselves via Facebook, Instagram, Twitter – even LinkedIn, which is not usually a storefront.
The world is different now, which is why it’s really important to have a robust marketing strategy in place as we approach 2021. It’s a time for refreshing old habits and setting out a way to make your business prominent, whether or not you’ll be able to trade face-to-face (mask-to-mask?) or solely online.
One brilliant example of a switch from physical trading to online marketing can be witnessed in the skills of silversmith Jill Bell, one of my favourite jewellers. I met Jill a few years ago at a business expo in Spitalfields where we were each displaying our wares. My display consisted of a pop up banner and a bunch of leaflets explaining how I help clients to manage their social media more effectively. Jill, on the other hand, had a table covered with gorgeous pieces of handmade silver jewellery, many of which were sold that day.
Throughout lockdown, much of my business revolved around coaching people to improve their LinkedIn profiles. I always stress that LinkedIn is a person-to-person platform – it’s very much about letting other people ‘meet’ you, and see your skills, expertise, personality etc. It’s not a place for hard sells and it’s definitely not a shop.
What Jill does is this… She photographs a piece of exquisite jewellery then writes about its background, influences and anything relevant and interesting to the design or materials used. No mention of price. Nothing to say it’s for sale. Just a snapshot of something she’s created and is proud of. Simple as that.
When she displayed a stunning moonstone necklace with a couple of sprigs of hammered silver mistletoe, and wrote about the magical properties of the moonstones and a description of the historical symbolism of mistletoe, I couldn’t resist. It’s now hanging nicely around my neck.
(Jill’s also on Instagram.)
If you’d like some guidance on making the most of LinkedIn, please get in touch. I’m fully booked until the new year, but happy to take bookings from mid January onwards.
Wishing you a Christmas that’s happy, healthy, peaceful and full of as much fun as possible under the circumstances!