How Bespoke Web Development Can Improve Your SEO

Search engine optimisation (SEO) is essential for the success of a website. Every web design company worth its salt prioritizes SEO while developing business websites. But the question is, why is search engine optimisation so important, and how does it affect a company’s business?

Importance of SEO

A website can rise to the top of the results page compared to other sites in its field using search engine optimisation (SEO). Users don’t like to scroll down to find what they’re looking for. They skim through the first couple of websites and quickly decide whether or not they should continue reading.

Therefore, you must apply the correct SEO methods to improve your online visibility and user engagement. SEO increases the likelihood of a customer connecting with your business by making it easier for potential customers to locate and access your website.

The Role of Bespoke Web Development in Improving Your SEO

While working on your website’s search engine optimisation, there are many aspects to consider. However, a bespoke web design stands on its own. Let’s explore the role of bespoke web design in boosting your website’s search engine rankings.

 

bespoke web design and SEO

· Makes Your Site Faster

Have you ever wondered why your website loads so slowly? The loading time of your website is a significant component of SEO. To ensure a quick website, you should minify CSS, JavaScript, and HTML, remove render-blocking JavaScript, optimize images, and increase the server’s speed.

According to research conducted by top website designers, nearly 89% eighty-nine percent of frustrated online buyers will never return to a poorly performing website. Therefore, the speed of your website is crucial for search engine optimisation and attracting and retaining customers.

Bespoke web designs optimise your website structure for Search Engine Optimisation so your website can rank higher.

· Helps Make a Responsive Layout

People’s reliance on personal computers and tablets to access the web has diminished as new technologies have become more accessible. It’s a universal desire to have instant access to search results regardless of location.

Mobile devices now account for over 52.2% of all website traffic. This means you are already losing more than half of your consumers because your website is not mobile-friendly.

Google prefers websites with responsive bespoke web designs when determining your search engine position. Therefore, you should consult a top SEO agency in Cardiff if you want to create a competitive website design that helps you rank higher.

· Ensures a Clear Layout

Thanks to the material you’ve posted on your website, you can optimise your keyword usage and target the correct demographic for your business. It will help bring in a steady stream of new customers.

Remember that quality content is not enough. It would help if you were also to pay heed to other factors. Although it may seem daunting initially, designing a bespoke website with information that is easy to read for your visitors is relatively simple if you choose the right web designer.

The best site designs pay close attention to their text’s style, size, and colour. Additionally, they put extra effort into ensuring that their website is interesting and engaging by paying particular attention to white space, length, and additional content (such as graphics). Graphics designers and logo designers can help you in this regard.

Now that search engines have a thorough understanding of your site, they can gauge the quality of your content and the reliability of your website by analysing how users interact with it, what they click on, and how long they stay on a page.

SEO and Social Media

Most people today get their news and other information through social media sites. Therefore, bespoke website development is a powerful method for reaching out to consumers and building brand loyalty. Bespoke websites can incorporate search engine optimisation and social media capabilities right from the start, allowing for immediate deployment. It will undoubtedly affect your website’s position in search engine rankings.

If no one can find your website, it won’t do you any good in expanding your business. This highlights the importance of having a search engine-optimised website. Even though many things can affect SEO results (including, but not limited to, having extensive, informative content and using back-end SEO best practices), your website’s design will substantially affect your search rankings.

A well-designed bespoke website can boost your search engine optimisation in the following ways:

  • Using up-to-date, readable code
  • Making use of a mobile-friendly, responsive layout
  • Offering a straightforward structure for navigating the site so that users may quickly locate the content they’re looking for
  • Encouraging interaction from the user and prolonging their stay on the page.

The issues mentioned above are typically outside the scope of most do-it-yourself website creator platforms. If you choose a professional web design company, you can rest assured that these essential web design best practices will be implemented, leading to optimal SEO performance for your site.

So, Where Can You Find the Best Bespoke Web Designers in Cardiff?

Pixafusion is a digital marketing agency in Cardiff that guides you in the right direction and lets you be your boss. Here we create the best bespoke web design for your company, improving your SEO performance and bringing in more traffic, ultimately leading to higher sales.

When you work with us, you can rest assured that your next web design project will be a success. We have the expertise you need to make your website work for your business, so you can sit back, relax, and let us do our magic!

Bespoke Web Design for a New Business – Does it Help?

Bespoke web design is the need of the hour. To start a new business, you must invest in the magic of customisation and get a web design that encapsulates your company’s essence and core values. You, your clients, and your company can reap substantial rewards from investing in bespoke web design.

1. Optimising First Impression

Competition is constant for every internet venture.

Search engines like Google can generate infinite results for competing businesses in your industry and location. Your website and online presence will be virtually indistinguishable from your competition’s.

To construct a one-of-a-kind website that stands out from the crowd, you need to study your brand and competitors’ sites and develop bespoke web design so you can offer your visitors something they haven’t seen before.

2. Functionality

Bespoke web design and development ensures that your site contains all the features essential to the success of your online venture. You can provide the details your customers need and prompt them to take action, such as making a phone call or sending an email. Bespoke web design and development services can provide you with every possible option.

3. Sustainable Online Growth

There will always be limits to what can be changed on a website. However, a visionary web designer in Cardiff tends to grasp your goals and construct a scalable and adaptable site that endures even as your business develops.

Using a template site, you’re up against the most restrictions. You are limited in what you can add and change on the site and may not receive help from the template’s designers. However, bespoke web designs tend to promote sustainable online growth.

You will get the knowledge and expertise to grow and improve your online presence if you collaborate with the digital marketing agency that created your unique design.

4. Expansion

You must increase your web development and marketing efforts to expand your new company. You can use different approaches to get your new website to the top of Google search results for keywords and to increase sales through eCommerce. A bespoke website design plays a pivotal role in this regard.

5. Uniqueness and Personalisation

Many templates are highly adaptable and can be modified to suit your business’s unique needs by changing fonts, colours, and graphics. However, you are restricted to no more than what is possible within the parameters of the given template.

Many pre-built systems allow you to implement a wholly unique design on top of the platform, providing you with a measure of differentiation. However, these systems are built to be duplicated easily. The code structure is always the same; your idea won’t be original for as long as you’d like.

If you hire a good graphic designer or logo designer to build a theme on top of an existing platform, you may end up spending too much for what is, at heart, a template system. That’s only a waste of money and resources. Instead, invest in bespoke web designs to personalise your site.

6. Comparison of Responsive and Imitated Responsive

The user interface (UI) designer is the first step in developing a site that adapts to the screen size of its visitors’ various devices. The designer will seriously consider the user experience on mobile devices, such as smartphones, leaving out unnecessary content while keeping the most critical parts of the site intact. Its format may differ significantly from a standard computer screen.

responsive web design

Pre-built solutions and templates frequently apply responsive design imitations. The system automatically calculates the screen size and modifies the style and the size of other UI elements like images and fonts. The same basic layout is used but scaled to fit the available space. It’s preferable to have an emulated responsive design than to have no responsive design at all.

Be aware of what your web designer is offering you by asking if it is genuine responsive instead of just an imitation of responsive design.

7. Expertise

Modern, one-of-a-kind, scalable, and produced by the individuals responsible for the coding and not simply the design, a custom website will make it easy to make changes quickly and painlessly.

Companies with expert software engineers, user interface developers, highly skilled web designers, logo designers, and graphic designers deliver bespoke websites. You may rest assured that your website will still be around when you hire one of these organisations rather than a fly-by-night, tiny design agency.

8. The invention of Code and Modern Technology

The founder company spends a lot of money developing pre-built solutions since they are trying to make a solution that works for everyone. This means they will have to repeatedly market that solution over a long period to make a profit. Since the world of technology is constantly evolving, you must have a bespoke website built to keep up with the technology.

Looking for a Web Design Agency in Cardiff?

If you are looking for skilled web designers in Cardiff, well your search is over since we are here at your disposal! Not only will we offer excellent bespoke web designs, but will also help you flourish your new business with result-driven strategies and digital marketing services.

What is Web 3.0 and How is it Changing Web Design Trends?

Web 3.0 is powered by artificial intelligence and machine learning. It provides relevant search results based on the full context of the user’s question rather than the terms entered. It protects your data from abuse. Moreover, decentralised technologies like blockchain are at the heart of this web design.

Web 3.0’s Essential Components

New York Times writer John Markoff coined the term “Web 3.0” in 2006. The following five characteristics may help define this concept:

  • The Semantic Web identifies the meanings of words rather than just their keywords to improve web technologies’ capacity for content creation, distribution, and integration.
  • Artificial Intelligence allows computers to interpret information on a human-like level by combining natural language processing with semantic skills, allowing them to provide timely and precise solutions. They improve their IQ and foster higher patron contentment.
  • Web 3.0 sites and services heavily incorporate three-dimensional (3D) design. It can be found in many different settings, such as maps, video games, museum brochures, and more.
  • Semantic metadata improves information’s interconnectedness, leading to increased accessibility. As a result, your perceptions will shift, and you’ll be able to deepen your connections by making the most of all available information.
  • It’s decentralised, so you’re free to share or conceal information as you see fit. Because your actions occur in a decentralised environment, you have more flexibility and control over handling your data.

1. Greater Emphasis on Anonymity and Decentralisation

The decentralised web uses blockchain technology to eliminate the need for third-party administrators. It does so by relying solely on unalterable encrypted data. This would have the practical effect of removing data ownership from individual operators. You would have complete control over this data as it accompanied you to different websites.

Nowadays, every website you visit keeps track of information about you in its own database, many of which sell or otherwise profit from this data. This necessitates fundamental shifts in how designers gain access to and preserve information about their users.

2. Multiple-System Data Sources

Since people will now have control over their data, it will incorporate information from anywhere the person has gone online. This allows designers to create much more unique and memorable experiences. But now that you know this, what do you do with it?

Learning to manage data from sensors, whether from trackers, camera feeds, or infusion pump sensors helps organise the business for handling the level of data. It also helps them benefit from the insights they can provide.

Depending on what information they find valuable for improving the brand’s product or service offering, web designers will need to narrow down, prioritise, and optimise these experiences.

3. The popularity of Augmented Reality and Virtual Reality Experiences

More resource-intensive experiences like AR and VR are now possible thanks to advancements in processing power. Google even has a collection devoted to demonstrating these kinds of experiences. WebXR integrates augmented and virtual reality on the web to make them more accessible and practical.

4. Search Engine Optimisation

Web 3.0 is a more advanced version of the internet that uses machine learning to decipher digital media of all kinds. In the near future, search engines will prioritise providing accurate results on the first try, regardless of the user’s device.

However, they warn that in web 3.0, the battlegrounds for searches will be voice assistant questions, long-tail searches, and position zero results. It will become increasingly important for designers to correctly label these assets for search as systems like Amazon, Alexa, and Google Quick Answers start to display more multimedia content results.

How is Web 3.0 Changing Web Design Trends?

web design trend

Source: Navdeep Yadav, Mantra Labs

The usage of markup languages such as hypertext markup language (HTML), cascading style sheets (CSS), and JavaScript to build interactive and engaging websites is expected to increase in the future. WebGL, which allows developers to make interactive images, will become increasingly popular, as will voice control via gadgets like the Amazon Echo.

Simplifying website layouts, reducing reliance on third-party plugins, and increasing responsiveness to ensure a decent user experience across all devices are expected to become the norm soon. There has never been a better time to launch a brand-new website or improve an existing one. As time goes on, we should expect more frequent and rapid shifts in how the web works. Maintain your company’s edge in the modern digital marketplace by planning.

The following are a few ways in which Web 3.0 will affect web design:

  • Practical and user-friendly web development is on the horizon.
  • User immersion can be improved with CSS, JS, and HTML.
  • WebGL/canvas technology-based, graphically-rich illustrations.
  • The rise of voice-activated devices
  • Websites may eventually become more reactive and less dependent on plugins.
  • Websites that use HTML5, CSS3, and JS rather than Flash or Silverlight perform better.
  • Users with fewer plugins for online games may have a more satisfying experience.

There will likely be a shift toward a more minimalistic web design with fewer graphics to ensure they render correctly on all devices and platforms without hogging too much bandwidth.

Conclusion

Web 3.0 is a reality for today’s young demographic targets, including millennials and Generation Z. Technology is the centre of their universe. They’re looking for something more cerebral. The customer experience (CX) in the Web 3.0 age is predicated on user recommendations, autonomous chatbots, and advanced search results that use machine learning, enhanced connection, etc.

A Guide to Mastering Bespoke Web Design

Most people decide within 50 milliseconds if they want to explore a website.

Websites with good bespoke web design provide benefits beyond their visual appeal. They use various cues, including visuals, text, and interactions, to entice site visitors and educate them about the product, business, and branding. This means you should have a clear purpose for each part of your website.

Mastering Bespoke Web Design

Follow the instructions given below to master bespoke web designing:

Get Familiar with HTML

HTML defines the structure of a website. Even if you’re utilising a visual design platform like Webflow, it’s helpful to have at least a basic understanding of HTML.

A browser follows the instructions provided by HTML tags to create a website. You can format your document using these tags with headings, paragraphs, links, and images. To organise content, you should pay close attention to using header tags like H1, H2, and H3. When it comes to organic search rankings, header tags aren’t just significant because of how they affect the layout structure but also because of how they affect how web crawlers categorise a design.

Learn CSS

CSS, short for cascading style sheets, specifies how a given HTML element should look and how any additional formatting should be handled. You can apply typefaces, add padding, establish orientation, select colours, and even create grids with CSS. If you learn CSS, you’ll be able to make a bespoke web design and modify current templates to suit your needs.

Get Familiar with UX Design Fundamentals

UX (user experience) can transform a website from a collection of inanimate pieces into an interactive, emotional journey for the user. Accuracy and generating emotions are essential in user experience design. It provides a pleasant experience and helps users feel more connected to the organisation behind the website.

  • Understanding the relationships between websites and visitors is essential if you want to master a bespoke website design. Web designers must put themselves in the shoes of their target audience. You need to educate yourself on user research and develop user personas.
  • People will become disoriented and leave if there is no prominent structure. Information architecture and content mapping serve as a road map for the website, outlining how its many components will collaborate to facilitate a seamless user experience.

Incorporate Sitemap and Wireframe

Consider how it accurately depicts page hierarchy. The sitemap is the backbone of every well-designed website. It clarifies the connections between the website’s various pages and content sections. Web development without a sitemap is like home construction without plans. There’s usually not a good outcome when that happens.

A wireframe is a rough draught of a website that serves as a blueprint for the completed product. It can also model how other components should be laid out. Wireframes can be made with slick tools like Balsamiq or Webflow, which some designers use.

Learn Prototyping

Prototypes are representations of a functional web design and can range in how realistic they are. They are made at various stages of the development process to collect user feedback and make adjustments.

Study the Fundamentals of User Interface Design

A user interface (UI) is the means through which a technological tool is used. A user interface is the ATM keypad, where you enter your identification number. In the same way, as buttons and other physical mechanisms on machines allow humans to engage with them, the user interface elements on a website allow humans to initiate processes.

  • How users interact and engage with a website must be regular and predictable. A website’s navigational systems should be intuitively apparent to visitors at first sight.
  • The entire purpose of user interface design is to make things as simple as possible. The controls must be intuitive, and their purpose must be immediately apparent.

Visual Identity

Now that the site’s content has been established, it’s time to give it a visual identity. Existing branding elements, colour preferences, and logos, if any, provided by the client may frequently guide this stage of the design process. However, this is also the point at which a talented web designer can show off their skills.

Photos are playing a more significant part in web design than ever before. High-quality photographs help establish credibility by looking professional and conveying the intended message, and they also work well on mobile devices.

Clicks, engagement, and sales can benefit from having images included. Nonetheless, visuals are essential to a website’s success. Images not only break up the monotony of a wall of text and make the page easier to take in but may also provide crucial information to the viewer without them even having to read a word.

Graphic design serves as a means of expression and attraction for the site’s audience. This part can seriously affect the site’s popularity if you get this part wrong. People will see your website as another random URL if you mess up.

Educate Yourself on Typography

Typography serves multiple functions in bespoke web design. The font you use can impact the way something reads and the mood it conveys. The most practical benefit is that it improves readability. Moreover, it has the potential to generate feelings and atmosphere. Learning about typography is crucial if you want to master the art of bespoke web designing.

Final Word

When potential client visits your website, they should immediately know that they have arrived at the correct place. Your site’s search engine rankings and conversion rates can benefit from customising content for each visitor. Therefore, it’s essential to invest in a bespoke web design built from the ground up with your target audience in mind.

10 reasons why you need a new website

Having a website is putting a face to your brand and you want to make sure your website perfectly reflects your business. Your website does not need to have millions of pages and content, but keeping it up to date and showcasing what your business offers are the priority. Take a look at your website and ask yourself when was the last time you updated it? Your website is the star of your business and for many customers, your website will be the first interaction they will have with you. 

Here are our top 10 reasons why you need a new website: 

  1. A website provides a professional presence and focal point for your business. 

The initiation of any business relationship with the customer begins when the customer searches for a product or service. While you do not need a website to get discovered on a search engine, what consumers want to find is your website. 

Directory listings provide very little information about your business other than a brief overview, hours of operation, and contact details. Internet users want more detailed information about your products and services that only a website can provide. Only if you have a website, can you truly attract the 95% of consumers who search online. 

  1. It works 24/7/ 365 days as many prospective clients will research out of hours. 

Even when the office closes at the end of the day, the company website is here to stay 24/7. You can access all the information you need through a website without having to contact a member of the team! Many clients conduct due diligence before making contact, not having a website may mean you miss out on opportunities as a website makes customers more confident of your abilities. 

  1. A website is an opportunity for you to demonstrate your knowledge & expertise and showcase your products and services in more detail than you can on social media only. 

Utilising social media to help promote your business is a great way to get your name out there and share new products/services. When using social media, it only allows you to dive into detail about a product/service to a certain extent whereas a website gives you endless opportunities to showcase your business.

  1. A website can be used to build long terms relationships. 

Websites are used to help build relationships with customers right from the start of their customer journey. In fact, many websites also provide useful tools for their customers like cost calculators, product finders, etc. These are all powerful techniques used on websites to let customers know that a business understands their needs and can deliver the right solutions. This helps build relationships that not only increase the likelihood of a sale but that the customer will stay loyal to in the long run. 

  1. A website helps a business stay relevant. 

Customer experience is now the main area of competition between companies. Consumers are willing to pay more for a great customer experience and appreciate it more than the product or the price. A website is a key part of delivering an exceptional customer experience by enabling customers to find, discover and purchase products and services quickly, easily and conveniently. Having a website helps a business stay relevant to the needs of modern consumers and stay competitive with competing businesses. 

  1. A website makes your business look professional. 

When scouting a company to assist you in achieving your goals, a website is the best way to get a feel for what they do. Having a website that is attractive and has good functionality is the first step in setting your business apart from the competition. Without a website, potential customers may question the legitimacy of your business and opt to use a competitor. 

  1. SEO and content. 

Search engines like updated content. When an update is made to your site, Google and other search engines index your pages, resulting in a change in your ranking. Ensuring you be consistent with updating good quality content will help you increase your chances of being noticed on search engines. 

  1. Your website does not integrate with social media.

Your website and social media go hand in hand to promote your business, having easy access to your social media profiles is a great way to get customers engaged. Your social media profiles should be linked on your website, either in the header, footer or using a sticky tab. 

  1. Mobile-Friendly 

Have you ever entered a website on your phone/tablet and could not read the content? Ensuring your website is optimized for more than the desktop experience is progressively important. According to Google, nearly 75% of users prefer a mobile-friendly site, so this is a huge market your business does not want to miss. 

  1. Website design affects the impression that customers get from your business. 

Building a website is creating an identity for your business. Your website will determine whether or not the customer will want to use your business or go elsewhere. Selecting the right design, colour scheme and content will allow your business to develop a personality and be the reason why customers choose your business.

A Website is Supposed to Perform, Isn’t It?

A Website is Supposed to Perform Isn’t It?

Building websites is a real passion for us, so much so that it does not feel like work but a website on its own is not going to find you visitors and ultimately customers. Once established it’s going to need some consistent help and support to achieve that. Why consistent, well we feel that marketing is a journey, and you need to continue that journey every day.

So, going back to your website, you have spent good money on it, and you think it looks great and the journey the customer has on the site seems to you to be flawless, but nothing is happening, little or no visitors are coming, no enquiries and orders?

What do you do?

Firstly, don’t panic, think of your website on these terms:

“You have bought a sportscar, it looks great, it sounds great, it drives great but if you keep it in the garage who is going to see it unless you tell people where it is, or you park it somewhere where everyone can view and admire it”

OK, I get it so where do I need to park my website to get it seen for starters?

Well, let’s start with SEO = Search Engine Optimisation

SEO stands for “search engine optimisation.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to gain attention and attract prospective and existing customers to your business.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyse pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

Put simply, when someone is searching for a product or service that you offer, the higher you are in the rankings the better your chance of being found. So of course, everyone wants to be on the first page. This can be achieved over time but requires consistency of either your time or investing in experts to maintain it for you after all how much free parking is around these days?

Why is SEO important for marketing?

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with the intent to find information about products and services with a view to making a purchase and this has increased dramatically during the pandemic. Search is often the primary source of digital traffic for businesses and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a real impact on your bottom line.

Is there a cost?

Well, if you have the time to learn the skills and the monitoring tools then you can do this yourself, but it does require discipline and consistency. If not, then we can take care of this for you.

Next time…Lets talking about other things you can do to help your website deliver what you are looking for.

In the meantime, want to learn more about SEO, reach out to us at [email protected]

 

Digital Marketing in the Year of Covid-19

During this year, businesses have become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases, it has been the deciding factor in whether they make it through the tough times now and the months ahead.

The unprecedented, almost-total disappearance of all channels related to live events and conferences, and the increasing barriers to face-to-face business, pose an enormous challenge. The key to resilience is the development of ongoing contingencies to mitigate this loss.

B2B companies have relied on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies.

For smaller businesses, especially, those used to getting new customers through word-of-mouth referrals or on the strength of a hard-won reputation, their loss is coming as a shock.

Larger companies are also now finding themselves in the position of having potentially lost millions through cancelled activities and events and cannot claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies will leave them with a marketing budget to reassign.

Digital is the clear winner here, and companies including ones that may not so much as had a Facebook page before will need to move into social marketing, content marketing, SEO and influencer-led campaigns.

Of course, this means there are opportunities out there for the taking if you are a B2B supplier in an industry that has been slow to adapt to digital marketing. A key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over the web or social media platforms where introductions are made and relationships are fostered.

In the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no one really has any idea how long this will last and whether this will lead to longer-term change.

Being confined to the office or even the home rather than on the road on sales visits or at events, means marketers have more time to develop digital strategies. This means researching where your customers can be found online and how different approaches and tactics might impact your success. If your organisation previously put token efforts into digital channels because like a lot of other businesses, you had built your networks offline and that had always seemed to work now is the time to revisit them.

That could be as simple as giving your website and social pages a refresh, or a more innovative approach. It’s undoubtedly true that the coming weeks, or months or however long this situation lasts will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost.

As long as businesses approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency strategy but could carry on providing long-term value when the world eventually gets back to normal. And of course, it would make companies more resilient to deal with any future pandemics.

Retargeting and Remarketing

Retargeting in today’s social climate is absolutely critical. If you’re already doing it, you’ll know so. If you’re not, this is something quick and easy to implement, that can have a colossal impact on your business. Generally, retargeting can increase your inflow by 15%+.

Retargeting is a separate form of marketing that’s exclusive to people that have already seen an offer of yours, been to your website, subscribed to a list, engaged with your page, anyone that’s taken any form of action whatsoever. Retargeting can be used across the internet but for now, we’re going to stick with an example for Facebook retargeting.

Let’s say you’re selling an amazing new shampoo. You have 1,000 website visits last month. Putting sales aside, let’s say 250 out of those 1,000-people added your shampoo to their cart, but they didn’t complete their purchase. With retargeting, you could then show ads specifically to those people on Facebook, reminding them about their cart, and even offering them a discount code AND/OR with the people that visited but didn’t add to cart, you can have a separate campaign “hey thanks for visiting our site! We’d love to have you back, use code OFFER20 at checkout for a 20% discount on your order, shipping is free too! Look forward to the best smelling hair in town”.

You can do this with people on your email list, people that liked a particular post on your page, watched a particular video on your website, it’s the most accurate form of marketing around, and because you’re targeting such a small set of people, it’s cheap too!

When you have your FB pixel installed, it tracks all your website visitors, meaning you can set up specific campaigns targeting certain people. FB Pixel Aside from the data gathering is the super intelligent beast behind Facebook ads. The pixel is both tracking code you install on your website/sales funnels/pages, and it is also the hub where Facebook stores your advertising data.

Your pixel is unique to your ad account, and it has a number of different triggers that can be fired, like “visit” “purchase” or “sign up”. When someone visits a website with a pixel installed, it will fire as a “visit” from that person, and a “purchase” should they buy anything.

Facebook ads (or Instagram/LinkedIn/Youtube), is interruption marketing. You’re appearing in a news feed, in between video content, or wherever else, and trying to grab their attention, build their interest, and encourage them to take an action. It’s more common for impulse purchases, viral content, or broader offerings. Google Adwords is very different, it’s search traffic, so people are specifically looking for what you’re offering. Although you can also appear in other places if you’re smart.

With certain products/services, you’ll find you can have a higher ROI with Adwords. It’s typically the case with higher-ticket products/services, niche offerings, or anything B2B. For example, let’s say you’re a company that builds exhibition stands for businesses. In this instance, Adwords will be more effective because you’re going to be appearing when people search for terms like “exhibition stand builders or “bespoke exhibitions stands”. Whereas on Facebook, it would be difficult to narrow down your audience.

A combination of Adwords and Facebook retargeting is often a highly effective approach for B2B and higher ticket products/services. The skill in Adwords is knowing what terms to bid for, whether to be broad or exact and optimising the campaign with the data you get, ensuring your ROI is as strong as possible.

Youtube ads run from within the Google Adwords platform and is arguably the hottest platform right now. With Youtube ads a) most of the time watchers will have the volume switched on, and b) it’s compulsory to watch the initial part of the ad before they can skip it. So, you have a pretty sizeable window to get their attention and capture their interest. Youtube is also highly targeted, not only can you show up on specific videos and channels, but you can target people based on the specific websites they have visited…

Finally, LinkedIn functions VERY similar to Facebook ads, but it’s more suited to professionals and the B2B market. Another aspect of LinkedIn that isn’t available on FB is “Inmail” marketing. This is guaranteed delivered and read emails, so it can be really effective when used well.

Are Facebook ads applicable to my Business

We’ve lost count of the number of times we’ve seen certain products or services smashing it on Facebook, whilst we’ve been watching thinking “I can’t believe anyone is buying this, let alone from seeing a Facebook ad!”. You can test any idea on Facebook, and can usually tell within the first spend whether the campaign will be successful of not.

Speaking broadly, B2C generally does far better on Facebook than B2B. That doesn’t mean to say B2B isn’t effective; you can target pretty much anyone on Facebook.

Is your target audience active on Facebook? Chances are, the answer is yes, as most of the population is active on Facebook. It all comes down to your approach and how you speak to them. Physical items do extremely well on Facebook, as do events, and anything else people can share and tag friends/family in. Some things are harder to market than others on FB, and some things are more suitable for Google Adwords, rather than Facebook marketing. Generating leads on Facebook is something we swear blind by, as well as retargeting.

Facebook gathers a lot of data on its users, from location and gender to more specific things like interests and certain behaviours E.G. Interested in horses or buys luxury brands.

This information can be used to your advantage when running a marketing campaign from the Facebook ads manager, which you can find on your Facebook business account. You create this by going to business.facebook.com. Free, quick and easy to set up.

When you’re running you can choose who exactly it goes in front of, and you can optimise your campaign for the result you want. Once you know who you want your ad to go in front of (we’ll get into the when and where later), you then need to determine what you want them to do. You can optimise your Facebook campaign for a variety of different objectives:

  • Website visits
  • Purchases
  • Messages to your Facebook page
  • Video views
  • Downloads
  • Opt-ins
  • Appointments
  • Phone Calls

Facebook will then show your ad to the people in the audience you’ve specified. It will spend your money wisely when doing this and will aim to complete your objective for as little cash as possible. The more pixel data you have, the more accurate your ads will be (more on that later too).

So where do your ads show up?

  • In the news feed on mobile and/or desktop (you’ve likely seen these before, they look like any other post but have “sponsored” in little grey text in the top left corner)
  • In the sidebar (those little-classified ads style ones you see)
  • Between video content (a bit like a TV advert)
  • Instagram, in the form of posts in the feed, or between Instagram stories.
  • Facebook audience network (a variety of banners and other things across the web, most people switch this one off, always)

So there you have it, the main components of how a Facebook ad works. There are tonnes of other things we could mention but we hope this simple explanation will suffice for now! Furthermore, the Instagram platform is synonymous with Facebook, so you can run ads on Instagram as well as Facebook.

Marketing Myth Busters!

Myths are common surrounding marketing and SMEs so this blog is going to be all about getting facts straight and improving your marketing strategy! When you are running small to medium-sized businesses, you’ll often feel like you are juggling countless concerns and responsibilities. As a result, it can be easy to let tasks slide down your list of priorities and usually the buck stops at marketing. There are a few common misconceptions that are leading business owners to think that marketing isn’t as vital as it really is.

1- Social media is easy to attract customers…

Social media has been hailed as a great leveller for SMEs as it offers a very affordable way forthem to boost their brand visibility and compete with competitors. But having simple pagesonline isn’t really enough. As with any other marketing platform you have to have a clear andeffective way of utilising them. Be selective with your posts, don’t just post for the sake of it or‘spam’ post which will irritate your followers and potentially even lead to unfollowing. Makesure you analyse the metrics and establish which posts are getting the most likes and views.Reply to people’s comments, this boosts your online visibility and allows you to learn first-handmore about your client base!

2- Marketing is working… I don’t need to change it!

Marketing is forever adapting and changing to fit modern technologies and trends. You can’t afford to stand still and stay the same when your competitors will be changing. You may haveprocesses in place that have worked very well, but will they always continue to pay off? Probablynot. Customer tastes and preferences are changing all the time and you need to be open-mindedwhen it comes to learning what is on trend in your industry otherwise you may risk becomingirrelevant or outdated.

3- The larger audience reached the better.

If you focus on reaching a large audience rather than specialising toward a specific target market you could really miss out on making a real impression on certain customers. A mass marketing campaign will not reach the specific kind of person you are looking for and is therefore a waste of time and money. Brands should understand what makes the customers tick and engage with them in a more personal way for the most effective results!

Make sure you are not swayed by misconceptions when it comes to marketing because it could lead to a detrimental effect on your success. If you have any questions about your own marketing strategy, please get in touch today!