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Facebook Retargeting – Useful Features For Increasing Conversions.

Facebook Retargeting – Useful Features For Increasing Conversions.

In a previous article we discussed The Power Of Google Ads Remarketing. Facebook Retargeting follows the same concept, it allows you to show ads to people who have previously visited your website but have not yet converted into a customer.

72% of online shoppers will abandon their cart before completing their order and only 8% of these visitors will return to complete their order without retargeting (statistics from Wishpond). It’s crucial to remind your previous website visitors of your products and services to convert them into full paying customers.

How does it work?

The Facebook Pixel is a piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns. Each Facebook Advertiser is given a unique Facebook Pixel, when someone visits your website and takes an action (e.g. Purchases a product, Signs-up for a newsletter, visits a specific webpage etc) the Pixel is triggered and reports this action. Here are some useful new retargeting features to help you gain more conversions from returning visitors:

Retargeting visitors via specific pages:

The pixel allows you to track specific pages visitors have engaged with, from this you can retarget those visitors with a relevant ad that matches the content of that page. For example, if you own a sportswear company you can track people who visited certain products. If people have been viewing pages selling trainers, you can then retarget to them with a display advert reminding them of the range of trainers they have viewed recently.

Retargeting visitors who nearly signed up, but didn’t complete the process:

Target visitors who landed on your sign-up page but didn’t complete the form. It can be frustrating to see a high volume of visitors landing on your sign-up/contact us page without converting but it happens a lot, for various reasons e.g. running out of time, dropped internet connection, other distractions. Retargeting to these visitors will remind them of their intentions to sign-up and provides the final push to increase conversions.

Excluding non-converting visitors:

Excluding irrelevant audiences is a cost-effective method of increasing your conversion rates from retargeting campaigns. Not everyone who visits your website will be interested in your products or services and you should avoid retargeting to those people. For example, you should exclude the visitors who spend the least amount of time on your website.

Facebook Analytics:

This is a free tool provided by Facebook which allows you to analyse statistics from the people are engaging with your website. The Facebook Analytics dashboard provides insights of a visitor’s demographics such as; gender, age, location, interests, device and predicted income as well as their page-by-page journey on your website including landing and exit pages.

Facebook Retargeting can be a cost-effective marketing tool to remind website visitors of your products and services. Using the features mentioned above you will see an increase in conversions from visitors who were previously leaving your website without converting.

At Website DNA, we professionally manage Social Media campaigns such as Facebook Remarketing to increase conversions, generate enquiries and increase your brand awareness. We offer a FREE review of your Social Media accounts, please visit our Social Media page on our website or contact us at digital@websitedna.co.uk for further details.

5 Tips For Digital Marketing Your Wedding Venue

5 Tips For Digital Marketing Your Wedding Venue

Many venues across the country are unable to fully book their venues, some event venues are unable to push into the wedding venue market further.

We’ll provide you a list of useful venue marketing tips which we’ve recommended to our wedding venue clients to help bookings grow.

Social Media marketing

Social media marketing is key to showing off the beauty of the venue and enjoyment your previous visitors have had. Many venues use social media marketing already, if you haven’t I’d recommend Facebook & Instagram as they both provide good visual posting.

Make sure your posts have lots of photos of your wedding venue and your guests – potential wedding bookers want to see your venue in use. It’s reassuring to know that previous weddings have taken place successfully.
Ask the wedding photographer if you can some of his photos for your social media. Professional photos usually look better and vibrant.

Lastly, keep the posts up to date. The last thing you want is your potential guests seeing little sign of activity at your venue. Would you use an advertised wedding venue when the last wedding hosted on Facebook was in 2014?
Up-to-date social media posting also helps resurface your venue to previous customers who follow you but may now have a friend or relative who’s planning a wedding.

Update your website!

When we were first approached by a wedding venue complaining about a lack of bookings, it didn’t take long to see a reason why.

Their website was at least 5 years old and couldn’t be used on mobiles and tablets easily. Mobile and tablet usage easily takes over 50% of Google searches, therefore 50% of your visitors will need access to a website which can be used easily on mobile and tablet.

Here’s a list of problems which I think hold back venue websites:

  • Old websites: Your venue may be old; the website should be modern as that’s what we’re used to. Old websites may have other problems such as out of date code, broken plugins and slow interface – All of which can affect user experience and Google’s opinion of where to rank your website!
  • Out of date information: Text which is not longer relevant can mislead your potential customers turning them elsewhere. If you’re renovating a certain reception room or no longer have a licence to serve alcohol after late hours, make your website-visitors aware.
  • Lacking images of the venue: Like with social media, you should provide a stream of the latest events or wedding photos.
  • Website not properly optimised for the search engines. If your website isn’t optimised for your location wedding venues, potential customers can’t seek you out.

Wedding Venue Directories

Entering your wedding venue on popular ‘wedding venue directories’ such as Hitched, Wedding-venues.co.uk and Guides For Brides can be useful for marketing your venue to people searching in your local county.

Be warned that there’s usually an associated fee with posting your venue on these websites.

I would personally recommend using these as a booking-filler after trying our other tips. Preferably, customers should find your website directly as you can build your brand and target your audience directly.

Pay Per Click campaigns for Wedding Venues

If you don’t know what pay-per-click advertising is, I shall explain it briefly. You pay to place an advert on somewhere like Google or Facebook, when someone clicks on the advert you pay a small fee.

When it comes to wedding venues, you can target people within 10 miles of your venue searching for ‘wedding venues’ on Google and appear at the top for free. You only pay when the searcher clicks on your advert.

Given that we manage a few wedding venues’ pay per click campaigns, from our experience we achieved a healthy return on their advertising spend.

You can consider trying pay per click for the wedding venue industry as we’ve had proven results – Just make sure you target your advertising correctly or hire the right digital marketing agency to do it for you.

Search Engine Optimisation (SEO) on Wedding Venue websites

Having a nice wedding venue website is nice only if you’re being found. Search Engine Optimisation (SEO) is used to make sure your website appears on Google searches for ‘wedding venues *your location*’ or ‘manor house wedding venue’.

Without search engine optimisation your website may not easily appear on the first page of Google – Appearing for your brand, manor or building name usually isn’t enough.

Many searchers won’t know your wedding venue exists until they find it in Google – showing for just ‘Bob’s Barn Wedding Venue’ is important but appearing for more generic searches is key to further bookings.

How to get SEO on your website? For dealing with competitive terms you generally should rely on the expertise of a professional digital marketing agency. Optionally you can learn yourself, check beginner guides to learn some of the SEO factors.

In summary, consider these five factors to improve your wedding venue marketing. Consider getting in touch with us – we have had success in the past with marketing wedding venues and may be able to help your venue.

Facebook Retargeting – Useful Features For Increasing Conversions.

Why Is Social Media Not a Strategy?

I recently attended a digital marketing event in Milton Keynes and got into an interesting conversation with a person from a Social Media marketing company and a director from a food manufacturing company. The food manufacturing person had a website but did no digital marketing and was interested in whether he should use Social Media as he had heard it was one of the latest “trends”.

To the Social Media person, he was in his element, he quickly explained that using a Social Media Strategy was the best form of digital marketing that a company could have. He soon lost the food manufacturing person who looked on bemused as the jargon went over his head, whilst the Social Media person was in full flow and didn’t appear to notice.

After 3 to 4 minutes, although it felt like longer, the food manufacturing person asked me for my view on a Social Media Strategy. In reply I asked him “Do you have a Telephone Strategy? Not understanding my point, he asked could I explain. The Social Media person also looked unsure.

I went on to explain that Social Media wasn’t a strategy for a company to use for its marketing. What it represented was just another communications channel that could be used, just like a telephone could be used for communicating with a prospective customer.

The use of Social Media by companies, with it being relatively new and receiving significant hype, always draws significant interest as no company wants to miss out. Especially at a time when many Social Media companies are appearing on the scene with experts (as they have their own personal Twitter and Facebook personal accounts they see themselves as experts).

Social Media should be recognised for what it is and integrated into a digital marketing strategy. It can be an excellent means of communicating with existing and prospective clients whether it is used for marketing, customer support, PR or brand awareness. However, it is not a standalone form of marketing and operating in isolation may not be cost effective.

A website can serve many purposes for a company but if it can’t be found in the search engines it becomes ineffective. Search Engine Optimisation (SEO) and Managed PPC (e.g. Google AdWords) can be very important in delivering prospective clients to a website who can then go on to contact the company or buy online. However, SEO or PPC cannot operate in isolation, just like Social Media, because if the prospective customer arrives at a poor website they will just leave.

Only when each form, whether it is the website, SEO, PPC, social media, email, videos, etc. is used correctly in combination with other communication channels can it be successful. Each has its strengths and weaknesses and what will work for one sector or company may not work for another.

As a result, using 1 form of digital marketing will not work, just like using 1 company offering just 1 digital service. What a company needs is a digital marketing strategy that incorporates various forms of digital communication working in combination and in an optimised and cost effective form.

The food manufacturer director appreciated the information, took my business card and said he would be in touch. The Social Media expert happened to receive a phone call and wandered away obviously using his “telephony strategy”.