Time, money and generally not caring much about it are all the main excuses small businesses use when questioned why they have neglected their online marketing. We live in a digital age, where roughly one in four people make at least one online purchase every week. A customer journey starts when they are sitting on their sofa at home searching for inspiration.
Customers no longer wait to window shop, but instead turn to the internet to discover where to go and what to buy. But shopping is not the only reason why people are online, instead being online creates a variety of different avenues for small businesses to gain visibility amongst potential consumers.
One entrepreneur understood the importance of online, turning his love for watchmaking into an £8.5m a year business. Andrew Jennings, co-founder of Larsson & Jennings spotted a gap in the market for elegant, high-quality Swiss-made watches that are affordable. By creating minimalistic watch stores which ooze cool now open in London, NYC and soon to be around the world - Jennings has made purchasing your timepiece a retail experience.
Since launching in 2012, the brand has grown organically, with its main key to success being its website. Prior to opening their first store two years later its website generated impressive sales allowing its watches to be sold on the global market, not restricting it to only physical retailers.
Another success of Larsson & Jennings is its Social Selling. For those of you who think of social media, Instagram probably isn’t the first platform which springs to mind. We’ve previously spoken about the importance of your social media strategy and presence, but it is crucial that Instagram is not over-looked. The main fact being that as it is a visual platform it already makes it prime for marketing. It can be used to give potential customers a behind the scenes access to how or where their purchases were made and who the actual people are that generates them.
Particularly, for those entrepreneurs and small businesses who design, create and aim to sell – Instagram should be effectively used as your brands ‘Look Book’. Giving you the opportunity to show off your products for the sake of promoting your brand, without directly selling.
Larsson & Jennings have mastered the art of social media; their Instagram account displays its collections as artistic shots alongside some expert photography. The images used highlight their flawless designs and the sheer quality of its Swiss watchmaking.
Lets finish with words of wisdom from Jennings himself to other aspiring entrepreneurs:
“Stay focused. Too many entrepreneurs have great ideas but do not have the focus to create a successful business from them, or they have great products but diversify or dilute the customer experience too quickly.
I am also a big advocate for taking considered risks. I believe a bad decision is better than no decision at all. If you do make a mistake then at least you gave it a go and learnt something from it - if you play it safe then you are not progressing.
I have failed plenty of times and I will fail plenty more but as long as I learn from my mistakes then I am moving forward - the road to success starts with failure.”
We are living in a digitally connected era where if you are not online you will finish last. Entrepreneurs its time to step up your game, take your online marketing seriously and start making sales.