|Wed July 17 2013 11:12:31|
How Do You Manage 100 Storefronts? Salerno Spills Secrets
By: Julia Wilkinson
When I blogged about the results of the Multi-Channel Poll results, I was intrigued by one seller, David Salerno, who wrote, "I currently have well over 100 active storefronts, so if you need a list of alternative sites just let me know!" Salerno runs Salerno's Jewelry Stores in Summerfield, Florida, and among his online stores, his main ones are salernosjewelrystore11 on ecrater and jewelrymandave on Etsy.
I spoke with him about alternative auction sites, but I also wanted to ask about how he managed and marketed presences on so many different sites. Today he shares his tips on how he does it, and also talks more about the benefits of trying out smaller and upstart auction/selling sites.
Managing Inventory on a Zillion Sites
Salerno is old-school when it comes to record-keeping. (Hey, it hedges against computer crashes and disk rot!). "I am a black and white kinda guy, and I have to have everything in writing, " said Salerno. "No computer files here! I keep a journal listings all my merchandise, where I have it listed, amount in stock, retail price, etc." He says there are also programs you can purchase, but pen and paper seem to work well for him.
Driving Traffic to Smaller Sites: Marketing
Sellers who list on smaller sites know you can't just list it and let it sit. You have to get the word out.
Salerno uses multiple social networking sites: "I use all of them! Twitter, Facebook, Pinterest, Google Plus, LinkedIn, Manta, MySpace, Bebo, Tumblr, etc." he says.
He also uses the paper.li daily newsletter service and bufferapp to "get the word out" about new arrivals to his inventory. He also uses community sites like Ocala4sale and eBayclassifieds, Manta and Storeboard.
Which one is most effective? "Pinterest is far and away the best for driving traffic to my sites. I run a Google analytics every evening for my main store at eCrater and a typical day I will see around a thousand hits with nearly 700 of those hits coming from Pinterest alone!" He says Twitter is usually second with 50 to 100 hits, followed by Facebook with 25 to 50 hits, and Google Plus fourth at around 10 to 25 hits.
He also blogs regularly. Although he says "I am not much of a blogger," he says he tries to post at least once every morning. (I'd call that pretty regular). "Usually an informational-type blog associated with jewelry, like The History of the Citrine Stone, or The Meaning of the Infinity Symbol, something along those lines," he says.
Salerno likes the smaller sites and usually tries out the new ones, he says, because he can be a big fish in a small pond, and there is also often less competition on the newer sites. (You can visit his listing on EveryPlaceISell where he links to his main storefronts and Pinterest boards.)
I thought it was interesting he is old-school in his inventory management; I myself keep handwritten or paper receipts and keep them all in a file. Later I try to convert them to electronic in a spreadsheet or other accounting software.
How about you? Any sellers out there use paper records?
Do you use blogging and a lot of social networking sites like Dave, or stick to a few main ones? Also I'm curious if any others of you find Pinterest is the most effective site for driving traffic to your listings? Post a comment here!