At DirectLync, our goal is to give our customers the tools they need to achieve their business goals. Whether your goal is to better connect with customers, build a digital presence, drive more sales, or all of the above, we are here to help.
To reflect on how DirectLync is helping our clients achieve their goals, we sat down with the Digital Marketing Manager of Smak Parlour, Sierra Carter Gordon. Our Head of Marketing, Christine, talked to Sierra about why she loves marketing, the strategies they are using at Smak Parlour, and advice she has for other small businesses.
Watch the interview here or read the summary below.
About Smak Parlour
Before we get into all the details and knowledge that Sierra brings us about being a Digital Marketer for a small business, here’s a quick background on Smak Parlour.
Smak Parlour is a Philadelphia women’s boutique and apparel brand specializing in contemporary fashion with a retro flare.
Smak Parlour was embarking on a new initiative to drive more traffic to their website via digital marketing. They were seeking an email marketing tool to support this new omnichannel strategy. It was necessary for the tool to not only be easy to use but also for it to be able to scale as their database continued to grow.
DirectLync was the perfect fit. Smak Parlour has now been a client of DirectLync’s for three years.
"After implementing DirectLync's email marketing module into our channel strategy, Smak Parlour more than doubled traffic to our website, and increased our online revenue by more than 600%" – Sierra Carter Gordon, Marketing Manager, Smak Parlour
Smak Parlour uses DirectLync to segment their extensive email list, maintain a consistent email marketing schedule, and easily craft beautifully designed emails, all while receiving informed insights and reporting to guide their marketing decisions.
Now, let’s hear more about Sierra!
Christine: Let’s hear a little about you, Sierra, and how you got started at Smak Parlour.
Sierra: I started at Smak Parlour 6 years ago, helping the owner with photoshoots, which eventually turned into an internship, and then a part-time job. I decided to take a full-time position with the store after I graduated. That’s when I started as the Digital Marketing Manager.
Christine: What’s your day-in-the-life like marketing for a clothing store?
Sierra: As a Digital Marketing Manager, I have many responsibilities. Every day is different, but we manage to keep our calendar and plans very structured. One day I can be working from my laptop, creating emails and social media pieces. And other days, I can be running around Old City to shoot content for social, the website, and ads.
Digital marketers never have the same day or routine, content is continually changing, or new strategies are coming together. Each day is a new surprise, but that's what makes the marketing game entertaining and vigorous.
Christine: What is your favorite part of working as a marketer at Smak Parlour?
Sierra: Since working at a small business, I have a wide range of flexibility when it comes to creativity, as well as the freedom to test new material. You usually you don’t get that in larger corporations; they are more managed and structured.
At Smak Parlour, a few other girls and I give it the structure it needs. They have the opportunity to bounce new ideas off of each other, try new things, and learn new strategies to keep the content fresh. Being able to have the flexibility and freedom, I grasped a feeling of that entrepreneurial experience in the job every day. You have to be a self-starter and self-motivated to stay on top of this kind of job.
Christine: What is the biggest challenge of being a marketer at a small business?
Sierra: Trial and error! We put a lot of time and effort into something, not knowing if it is going to push those conversions, drive people to the website, or spark a lot of sales that week. You have to do it and wait to see if it works. If it does, double down; if it doesn’t, move on with the next thing.
Marketing consists of a lot of pivoting. Always trying new things to see what worked, what didn't, and so on. As a marketer, you are always learning and experimenting, but the hardest part is not letting it get you down when something doesn’t work. Don’t look at the numbers and let it affect you, just keeping moving.
Christine: Do you have any advice to small business marketers on how to build brand awareness?
Sierra: Never say, no! Take every opportunity. With competition, it's hard to break through. Take advantage of all the opportunities that you are given. Each opportunity is a marketable opportunity. It gives you a chance to generate brand awareness around your name. To help your business grow, give everything a shot. Don't shoot down an idea because you aren't sure about how it will benefit your business. You never know, it could be a moneymaker.
There you have it!
Every small business faces challenges. It’s important that you have the right mindset and strategy. As a small business, you are limited to what you can do, but like Sierra said, “Never say no!” You may not be able to afford all the ads in the world, but if you see an opportunity, take it. Whether it’s to attend an event, appear on a podcast, or to collaborate with another business, say yes! You will walk away having learned something or with a new customer. Either one is a win.
Start winning in your industry by saying YES to a free trial with DirectLync today.