Marketing – Fly High Media

Black Friday Statistics and Marketing Tips: A Guide to Help You Increase Sales Over Black Friday 2023

Carla Price — Fri, 20 Oct 2023 13:08:07 +0000

Carla Price

Black Friday Statistics and Marketing Tips: A Guide to Help You Increase Sales Over Black Friday 2023

October 20, 2023

Black Friday is arguably one of the most important times of the year for businesses. In 2022, Shopify store owners made $7.5 billion in global sales over the Black Friday and Cyber Monday weekend, making it vital that ecommerce businesses plan ahead to not miss out on a portion of sales in 2023.

However, with so many Black Friday campaigns likely emerging, you must ensure your business stands out from your competitors.

So, if you haven’t already, start planning your Black Friday marketing strategy now. To help you, we have included some Black Friday statistics from over the past few years, along with ten fool-proof marketing tips.

What is Black Friday?

In the UK, we only became familiar with Black Friday in 2010, when Amazon introduced us to Black Friday sales. The following years showed more retailers getting involved, helping Black Friday to keep growing.

But where does the term ‘Black Friday’ originate?

Many believe the term refers to businesses operating at a financial loss, i.e. ‘in the red’; the huge sales after Thanksgiving would put them back ‘in the black’. This theory was popular in the 1980s and was spread by retailers to help boost their sales.

But the term ‘Black Friday’ was not always linked with shopping.

For example, during the 1960s, it was used by the Philadelphia police to describe the day that tourists flocked to the city, creating pandamonium on the streets.

Also, it is said that factory managers referred to the day after Thanksgiving as Black Friday since many of their workers would call in sick.

There are possibly other theories on how this familiar term came about, likely dating much further back than we realise.

However, today, shoppers can easily relate to the ‘from red to black’ theory since bagging a Black Friday bargain contributes to putting everyone ‘back in the black’.

Black Friday Statistics

Below are some of the statistics of Black Friday, spanning 2020 to 2022.

1) More People are Shopping on Mobile

2020

In 2020, there were 400 million online sessions; 74.17% were mobile sessions.

2021

There were similar figures in 2021, with mobile sessions reaching 73.84%.

2022

In 2022, online sessions were lower overall; however, mobile sessions increased to 78%.

2) Shoppers are Buying Early

2021 and 2022

Over the last couple of years, the peak shopping time on Black Friday has been between 10 and 11 a.m.

3) People are Spending More Online

2021

Online spending reached £5.74 billion in 2021.

2022

In 2022, online sessions dipped, but people spent more individually; in fact, they spent £17.33 higher per online session compared to 2021.

Overall, the online spending on Black Friday 2022 was $40 billion.

What Can Businesses Learn From These Black Friday Statistics?

The above statistics will surely affect the Black Friday statistics in 2023, so what can we take from them?

1) Mobile Optimisation is Critical

You could lose a lot of business if people visit your website on their mobile and can’t easily navigate or buy!

So, optimise your website for mobile, such as using a responsive design, enabling it to adapt to various screens. You can also compress images to limit the file size, check the font is readable and that buttons are large enough, and ensure your site pages load quickly.

Doing the above will positively impact your Search Engine Optimisation (SEO) because Google ranks mobile-friendly websites higher in search engine results.

2) Recognise Peak Time

Conduct some research to find out the peak time to reach your target audience to ensure they see your Black Friday holiday deals in 2023.

For example, before publishing social posts, research the specific platform to discover when your audience is online, making it the optimum time to post.

3) Integrate CRO With SEO

SEO and Conversion Rate Optimisation (CRO) are essential to ensure you rank in search engines, enabling you to attract visitors to your website and convert them into customers.

Black Friday 2023

Black Friday Predictions for 2023

Customers will seek value and long-term quality due to economic reasons, i.e. the cost of living.
People will choose experiences (experiential gifting) and products that contribute to making memories over “throwaway” items.
Businesses will make an even bigger push to encourage customers to shop online.
The Black Friday sales will be over a longer period than in previous years.
More eco-friendly products are likely to make an appearance.

Black Friday Marketing Tips

Below are ten Black Friday marketing tips based on some of the predictions for Black Friday 2023. These marketing ideas also reflect the Black Friday statistics between 2020 and 2022.

If you’re considering doing an anti-Black Friday campaign, you can still perform the below activities to draw attention to your brand and boost website traffic over Black Friday. Discover more on anti-Black Friday later in this blog!

1) Create Early Campaigns.

Black Friday is no longer only a day; instead, it stretches over the whole month of November.

Businesses tend to release their Black Friday campaigns earlier and earlier each year. This being the case, you need to do the same.

However, don’t go too extreme – you don’t want your audience to have a Black Friday overload way before they are ready to buy.

Plan your campaign to go live no earlier than November 1st.

2) Implement a Black Friday Landing Page.

Create a landing page for products going into your Black Friday sale.

A specifically tailored landing page will allow you to limit the distractions for your audience and solely focus on the products, i.e. their features and benefits.

You could create the landing page as part of your early marketing efforts, teasing your website visitors with upcoming Black Friday deals.

Consider creating a landing page to build an email list. We will delve into the importance of an email list later in this blog!

3) Use Social Media Marketing.

Incorporate Black Friday content into your social media marketing.

Prepare your audience for your Black Friday deals by actively posting on social media. Again, do this early in your campaign to capture your audience’s attention or to re-engage with them if necessary.

An effective social media post, consistent with your brand and with an excellent call to action (CTA), i.e. compelling copy with power words encouraging readers to check out your Black Friday offers, will push more people to your website.

4) Install a Chatbot.

When people visit your website, they want to find all the information they need as easily as possible. Implementing FAQs on your pages will help; however, what about more specific enquiries?

This is when a chatbot on your website will be useful. This will streamline customer support within your business, providing automation over the busy period of Black Friday.

Overall, a chatbot will enhance user experience and increase the likelihood of people converting from website visitors into customers.

5) Conduct Email Campaigns.

Hopefully, due to creating a purpose-built landing page, you’ll have a long list of subscribers ready to receive your Black Friday emails.

Email marketing is a great way to ramp up the anticipation and tease your subscribers with your Black Friday deals.

There are various ways you can conduct your Black Friday email campaigns.

For example, you could give your long-time subscribers early access to deals. Alternatively, you could offer a further discount for a limited time.

If you want to continue building your email contacts list, consider offering discounts to new subscribers who spend over a certain amount.

6) Mobile-Specific Campaigns.

As mentioned, a mobile-friendly website is extremely vital since around 55% of website traffic comes from mobile devices.

When it comes to campaigns, use dark mode-friendly designs. Doing so will help reduce eye strain, which is particularly beneficial for people who work at a screen all day. Pick a black or dark grey background and ensure the text is light-coloured so it’s clear to read.

Furthermore, a dark design for a Black Friday campaign will suit the mood of the annual shopping event!

7) Promote Daily Deals.

Whether you do it via email campaigns or social media, be sure to promote daily deals over the Black Friday period.

Using scarcity marketing, i.e. slowly showing your audience juicy Black Friday deals, will help to instil fear of missing out (FOMO). Furthermore, time-sensitive deals encourage readers to decide quickly and make impulse purchases. Customers may return to your website daily to check out other deals.

8) Upsell and Cross-Sell.

Increase your customer’s individual spending by creating content to encourage upselling and cross-selling.

Upselling is when you entice your customers to buy a higher-end (and more expensive!) version of the product they plan to purchase.

Cross-selling is when you recommend products to complement the item they are already buying.

For example, you could offer a Black Friday bundle, i.e. accessories at a discounted price, and create content to promote this when the customer adds a particular product to their basket or at the checkout stage.

9) Offer Free Shipping.

Consider offering free shipping to customers who spend over a certain amount or, if you’re feeling extra generous, with no minimum order. By doing so, you will decrease cart abandonment rates.

To further instil FOMO, implement a countdown timer on your Black Friday landing page and product pages to show how long free shipping will last.

10) Opt for a Green Friday Campaign Instead.

As mentioned, we predict that many shoppers will gravitate towards sustainable products over throwaway items. So, with this in mind, why not participate in Green Friday instead of Black Friday? Depending on your business, this option may be more suitable.

Green Friday is anti-Black Friday and promotes meaningful and mindful purchases as opposed to impulse buying. It gives people the choice to reduce their carbon footprint, making more eco-conscious buying decisions.

Instead of offering huge discounts on a wide range of products, use Green Friday as an opportunity to promote environmentally friendly items. Encourage your audience to embrace sustainable options and spend time away from the shops with their family in nature. Remember, more and more people are seeking experiences over physical goods.

Are you inspired by our Black Friday marketing ideas?

Whether you go the Black Friday or Green Friday route, you’ll need an optimised website and marketing strategy to draw attention to your business.

Get in touch with Fly High Media if you require help with any areas of your online marketing. We offer various digital marketing services, such as paid search and SEO, and our expert team is committed to achieving outstanding results for our clients.

Black Friday Statistics and Marketing Tips: A Guide to Help You Increase Sales Over Black Friday 2023

The Molly Mae Effect: Understanding Her Social Media Dominance

How to Create a Compelling Call to Action

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How to Create a Compelling Call to Action

Abbie Christelow — Thu, 12 Oct 2023 10:39:26 +0000

Abbie Christelow

How to Create a Compelling Call to Action

October 12, 2023

The first few seconds visitors spend on your site is crucial. In our fast-paced digital world, a well-crafted call to action (CTA) can capture their attention and guide them towards your desired action, such as inquiring.

Remember, the ultimate goal of a business’s online presence is to gain noticeable results through enquiries, sales, downloads, or whichever action you wish to measure and promote. A call to action helps you achieve this.

Whether you are a business owner, content writer or somewhere in between, understanding CTAs and how to create them is vital for the success of your content and site.

In this blog, we explore how to create a call to action designed to increase your conversion rate and the success of your website.

Why Your Website Needs a Persuasive Call to Action

A call to action is usually, but not always, an action phrase or command, such as ‘buy now’ or ‘download’. It encourages a person to do a specific task, and professionals use them in various formats, including on websites, social media posts and email marketing. You can include multiple CTAs on one page, but too many can overwhelm your reader.

The importance of a call to action on your website is incomparable. There are various ways to optimise your conversion rate, and one way is through your call to action. As mentioned above, your CTA increases conversion rates by promoting an action to take next, such as following a hyperlink to another page. This reduces the likelihood of visitors reading a page on your site and leaving without further interactions.

Anatomy of an Effective Call to Action

We’ve established why they are essential. Now we need to determine how to write a call to action.

To create the ideal CTA, you must use action-oriented language, such as ‘buy now’, ‘add to cart’, or something else to suit your desired action. It is supposed to persuade your visitor to take a specific action, so your language must be authoritative and remove any uncertainty about that task.

Equally, ensure your call to action is clear and concise. You can’t expect your potential customers to complete an action if they don’t understand what you want them to do!

For example, specify what they’re downloading instead of saying ‘download now’. Is it a weekly newsletter? Is it a seasonal menu? Make it clear what your visitors will do and what they will gain (in this case, a weekly newsletter or a seasonal menu).

Conciseness is vital for a call to action. Effective CTAs are usually between 2-5 words long. If your call to action is too long, it can confuse your visitor or dissuade them from taking action.

Make your call to action visually appealing. This is an action you want potential clients to complete, so make it appear clickable and visible so it grabs their attention. However, don’t lose sight of your brand to make the CTA stand out. Ensure it still suits your brand online.

Strategies for Creating Engaging CTAs

Creating a good call to action is more than just using authoritative language. Take advantage of persuasive techniques to make the most of your CTA.

For example, incorporating a sense of urgency can also help reduce decision uncertainty. Make the most of the fear of missing out (FOMO) when promoting products, especially if your business holds a sale. Highlight how this offer won’t last, and your customers should get involved while they can. Using FOMO in your website’s call to action is a great marketing tactic to compel your audience to act quickly, improving your conversion rate.

When constructing your call to action, use language that evokes enthusiasm or emotion from the reader. For example, having a boring call to action is less likely to encourage your online audience towards action than an exciting or enthusiastic CTA. An exclamation mark is a great way to promote these feelings.

Another technique is to focus on the value coming from the desired action. How will that action benefit your audience? How does buying your product better their circumstances? What value do they gain from signing up for your course? Give them a reason to follow your call to action.

Of course, writing a call to action for social media will be different to a CTA for a blog post or email marketing campaign. Your language should suit the platform through which you present your call to action.

Testing and Refining Your CTAs

Finding the best way to create your call to action can take time, so experiment with them and test what works with your online audience.

You can use A/B testing to establish which CTAs work for your customers and clients, making you more effective over time. A/B testing presents two versions of something, such as an advert or website, to establish which works better to gain your desired result.

To do this, half your website’s visitors will see one version of your call to action, and the other half will see the other. The CTA a visitor sees is randomly established. After a certain amount of time, you can measure which call to action has the higher conversion rate and, therefore, which one you should use going forward.

Creating a compelling call to action relies on authoritative, persuasive language to encourage your customers to take a specific action. You must make your CTA concise and clear to avoid confusion, use emotive language and focus on value to convince your audience that your call to action benefits them.

Your call to action impacts your conversion rate, so use this information to influence your online strategy and create meaningful interactions with your potential customers and clients.

If you need help with your marketing strategy or conversion rate optimisation, Fly High Media offer bespoke solutions to help your business generate revenue and increase brand visibility. We are results-driven and passionate about our work, giving you impressive results and peace of mind.

Black Friday Statistics and Marketing Tips: A Guide to Help You Increase Sales Over Black Friday 2023

The Molly Mae Effect: Understanding Her Social Media Dominance

How to Create a Compelling Call to Action

Contact Us

Cheshire (Head Office)

Manchester

Get in touch

Let’s find the best solution for your business

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Name

Website URL

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" >

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What would you like to achieve?

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I consent to receiving communication from Fly High Media in regards to this enquiry via email.

10 Ways Wedding Venues Can Increase Their Bookings

Lucy Hughes — Thu, 05 Oct 2023 14:43:00 +0000

Lucy Hughes

10 Ways Wedding Venues Can Increase Their Bookings

October 5, 2023

Every wedding venue holds the possibility of unlocking an engaged couple’s dream. Each couple will have their heart set on a type of venue, whether it be in the UK or abroad, they know what they are looking for.

As of August 2023, there are 7,850 wedding venues in the UK alone. So, in a bustling and dense industry, how can wedding venues take a step forward and shine amongst the rest?

Newly engaged couples will spend hours scouring the internet for ideas on where to hold their nuptials: whether using a bridal comparison website like Bridebook or simply using a search engine like Google to find the perfect venue for their dream wedding.

With this in mind, how can your wedding venue utilise marketing to attract newly engaged couples?

Whether you’re a seasoned wedding venue owner or a newbie to the wedding industry, we will provide a list of ways to improve your wedding bookings!

1. Stunning Visuals

Photography is one of the most powerful tools a wedding venue owner can use. You want to capture the essence of what your venue stands for and any impressive features.

In a sector dominated by visual aesthetics, you need to stand out among the crowd. Prospective brides and grooms will more than likely make their judgement on the first few images they see of a wedding venue.

Did you know 62% of couples will view less than five venues before finding the ‘one’?

You should take time to research professional photographers to capture the beauty of your venue in the best possible light.

Highlight any unique and special parts of your wedding venue, which couples will find irresistible to learn more about. For example, an impressive, grand staircase that brides can envision themselves walking down, or a long driveway with pruned gardens.

Display images of the exterior of your wedding venue in different seasons. Whether covered in crisp, white snow or glistening in the warm summer sun, showcasing your venue can help couples know what to expect if they book a tour.

Make use of past wedding photos. Reach out to previous brides and grooms to ask if you can use their professional photos on your website and social media accounts. Having real-life images can help prospective couples imagine themselves in your venue.

For example, we can use Old Palace in Chester. From the incredible videography on the home page to the impeccable photography displayed on their weddings page; this is what attracts couples to book with a wedding venue.

However, we noticed that Poulton Hall could see an increase in wedding tours and bookings if they updated their photos on their website to showcase what a stunning venue it is. Below, you can see their current website layout and images (October 2023).

We found lots of user-generated images on the platform Instagram, which could easily be integrated with Poulton Hall’s website to showcase its astounding features.

2. Responsive Website

It’s the 21st century, and technology reigns supreme. Your wedding venue needs a well-designed website to showcase its potential.

We live in a world where mobile traffic is increasing. Brides and grooms are utilising mobile devices to search for wedding suppliers on the go and submit enquiries with prospective venues.

A responsive website will ensure content adapts to the user’s screen size, displaying all valuable information and CTA buttons.

Normally, your website is the first point of contact a couple will experience with your venue, so you want it to provide a positive experience.

Again, we can use Poulton Hall as an example. There is no change in the website layout when switching from desktop to mobile view. See below for a comparison of these two screen sizes.

When viewing the website on mobile, the right side of the text cuts off whilst the navigation bar is too small to see. Often, websites turn their navigation bars into ‘hamburger’ bars, where it is hidden out of sight, making the most of the valuable mobile screen space.

An excellent example of a wedding venue website responsive design is Soughton Hall. They have effortlessly optimised their website for mobile users. Below, you can see the design of their mobile view.

In the top-right corner, you can see the ‘hamburger’ menu icon. The images have been resized for mobile, and the text is big enough to be able to read, which is especially important as ‘Find Out More’ is a call to action.

3. Positive Reviews

Emotions run deep and expectations soar high in the wedding industry, which is why you must build credibility with brides and grooms-to-be.

In a world where word of mouth and reputation are important, online and offline reviews are what counts.

Real reviews from past newlyweds are unbiased and can be more persuasive to browsing couples than marketing materials ever can be. For example, if the content on your website describes your venue as ‘picturesque’ and ‘impressive’, but online reviews describe it as ‘underwhelming’ and ‘run-down’, something is amiss!

Reviews also play a significant part in your website’s online visibility. Search engines, like Google, take into account positive reviews making it more likely for your website to appear higher in organic rankings.

On the flip side, you can utilise any negative feedback to make adjustments to your venue or wedding process.

Always remember, you shouldn’t just read online reviews about your venue. You should actively reply and engage with them. Thank couples for their kind words about their wedding day, suggest any steps you will take to resolve any negative reviews and demonstrate your commitment to customer satisfaction.

To gain positive reviews, try emailing newlyweds who have gotten married at your venue to ask for a review (whilst they are still in the marriage bubble!). You can even offer incentives like a discount on an anniversary stay to those couples who do leave a review! If you’re thinking of emailing newlyweds, make it as easy as possible for them. Provide them with a link to leave a review directly, instead of instructions on how to do it. Remember, their review might be enough for couples to book with you, generating your income!

For example, Old Palace in Chester has only been open since 2020 as an exclusive wedding venue but has managed to amass 117 4.5 stars and over reviews on Google. This is very impressive! This type of online review could sway a couple to book with Old Palace rather than another venue in the area.

4. Social Media Presence

Engaging in all social media platforms is no longer just an option for wedding venues; it’s a necessity.

Social media platforms like Instagram, Pinterest and Facebook provide wedding day inspiration for couples.

Create your social media posts through repurposing content. For example, you could take a piece of content from your website and create it into an infographic, or turn your videography into a YouTube video to reach a different audience.

By utilising the tip from above, you can showcase your positive reviews on social media, just like Nunsmere Hall does regularly on their Facebook page.

Couples regularly turn to social media for wedding inspiration and to stay updated on the latest wedding go-to trends. By posting about your hacks, tips or even screenshots of positive reviews, you can become a source of information for brides and grooms-to-be.

The more content you post on social media, the more streams of audiences you create and the possibilities for couples to find your venue.

Social media messaging, like Facebook Messenger, offers direct contact between yourself and the prospective couple. Take the time to read through any comments on social media posts or answer any questions sent directly to you. Try to cultivate relationships with your followers online.

Try and maintain a consistent posting schedule. If you haven’t posted for months, users may think you have either closed or are taking a break from trading. Couples like to know what’s going on at your venue.

5. SEO

When couples begin their search for a wedding venue, it more than likely starts by typing into Google ‘wedding venues near me’. The result will populate a list of venues within a certain radius to them, along with photos and addresses. These venues are optimised for local SEO.

Local SEO is a strategy that allows a business to be more visible in local search results on Google.

For example, if we type into Google ‘wedding venues near Hooton’, this is the result:

Above, you can see the list of venues within a stone-throwing distance from Hooton, along with a map.

Local SEO makes it more accessible to couples looking to find a wedding venue near them.

To adopt a local SEO strategy, you will need access to your Google Business Profile. This profile allows you to enter your address, opening times, and services and, most importantly, gain any reviews left by couples.

To start with your Google My Business profile, you should:

Complete all of the fields in the ‘information’ section
Add at least 15-20 images of your wedding venue

You can even ask other suppliers you have worked with previously to leave you a positive review to build credibility!

You should also research the types of keywords you should target on your website. These keywords will determine the most likely phrases you will rank for in organic search results. For example, if you are a country manor based in Cheshire, like Merrydale Manor, you would target the following keywords:

Luxury wedding venues Cheshire
Best wedding venues Cheshire
Wedding venues in Cheshire
Manor wedding Venues Cheshire
Exclusive wedding venues in Cheshire

Based on the above, you would create content based on these keywords and strategically place them in your copy. Which is exactly what Merrydale Manor has done:

Above, you can see that Merrydale Manor has placed the keyword ‘luxury Cheshire wedding venue’ in a prominent place on their homepage.

When ranking in search engine results pages, you want to think about your metadata for your landing pages. This is a short description of the page the user will land on if they click on your listing. It should display any unique selling points, and special offers and contain clickbait to entice the user to explore further into your website.

Let’s take The Chester Fields as an example. It is a stunning wedding venue and restaurant in the heart of the Cheshire countryside. Their wedding website has this metadata:

They have tried to utilise the keyword ‘wedding venue near Chester’ but have forgotten to add the name of their venue to the information. If we were to rewrite this metadata to encourage clickbait and stay within Google’s strict metadata guidelines, it would read something like this:

There is a stark difference between the two. The bottom utilises the wedding venue’s features and awards, drawing the user in. Whereas, the top offers no valuable information to make the user click on this business in search engine results.

The user experience of a website also falls under the category of SEO. If couples have a negative experience with your website, they will feel inclined to leave and not place an enquiry or book a tour.

An issue we found, at the time of writing, with the Leverhulme Hotel & Spa website is its very slow page speed. They failed the core vitals assessment and were unable to score on Page Speed Insights, which flags a vital error on their website. This may bring other user experience issues on their website.

6. Email Marketing

This type of marketing not only focuses on sending the occasional newsletter but also encompasses email as a tool to nurture relationships with potential couples and suppliers.

Email marketing allows you to utilise your already existing email database to send reminders, newsletters, invites and more to prospective couples looking for a wedding venue.

Take this email as an example. I received this email from Thornton Hotel & Spa when I was in the wedding planning process looking for a venue.

I signed up for their newsletter whilst on the hunt for my perfect wedding venue, and Thornton Hall utilised my email to notify me of their upcoming wedding open evening. Even if some recipients have already chosen their wedding venue, they can still attend and engage with the attending suppliers.

In this email marketing campaign, they utilised phrases which would capture the recipients’ attention, like ‘free entry!’.

Wedding venues can also utilise email marketing to showcase their current wedding promotions. For example, if they have a selected number of dates available for the rest of the year, venues often sell these at a discounted rate to fill the gaps. For example, Broadoaks Country House sent me this email showcasing an active wedding offer.

When wedding venues showcase their wedding promotional offers, it encourages engaged couples to feel a sense of urgency to book a tour or even book their wedding venue. However, regarding the above email, it would be beneficial for Broadoaks Country House to include high-quality photography in their email campaigns to remind the recipients what their wedding venue looks like.

If you’re a wedding venue owner considering adopting an email marketing strategy, it’s important to adhere to email marketing regulations and best practices. You need explicit permission from the recipients to send them marketing emails, as well as provide an easy way for them to unsubscribe.

7. Local Advertising

You must capture engaged couples in your local area. You should note that over 80% of couples marry in, or close to, their hometown. So, targeting couples in the same area as your wedding venue is important.

Couples often prioritise convenience when searching for a wedding venue. For example, locations which are a short drive away so they are accessible to friends and family. You should emphasise the geographical location of your wedding venue as this can be a unique selling point.

For example, Brook Hall Hotel in Childer Thornton has added an ‘Out and About‘ page to its website, showcasing its distance to local attractions and landmarks.

Above, you can see how they have laid this out, depicting locations users will recognise to gauge the location of the venue. It is a good way of describing your location to prospective couples.

In a competitive market, wedding venues should stand out from nearby competitors by utilising local advertising strategies.

In addition to the above, you should try to establish partnerships with local suppliers in your area. For example, work with venue dressers, florists, entertainment companies and any other additional service that couples may desire, but at a discounted price.

One wedding venue that could improve on its local advertising strategy is Crabwall Manor Hotel and Spa. This wedding venue is impressive, with its landscaped gardens and castle-like building. However, they fail to make use of their convenient location for prospective couples.

Crabwall Manor is close to the M56, allowing for an easy journey for the majority of couples. In addition to this, it is near major shopping parks like Cheshire Oaks Designer Outlet and attractions like Chester Zoo.

We would suggest that Crabwall Manor take advantage of their ideal location!

8. Content Marketing

As a wedding venue owner, you will have valuable insight into what couples are looking for or helpful advice you can offer to prospective couples.

Content marketing is a strategic approach to creating and distributing valuable content to attract and engage your target audience.

A good way of producing content is in the form of blog posts. To do this, you will need to have a blog page on your website.

Sandhole Oak Barn has a good content posting schedule. Their blog page offers valuable insight into the wedding planning process and even features guides about their venue, which is useful for couples in the research stage.

Their blog ‘10 Reasons to Have a Winter Wedding‘ is an example of content which would rank well in organic search, enabling you to be discovered by a wider online audience. However, we recommend implementing header titles into the post, helping search engines to read your content better!

An example of a blog which could benefit from content marketing is West Tower. At the moment, they post on average every three months. You should be posting once a week! They do have some forms of blog posts which are insightful but are mainly case studies of previous weddings. A few examples of blog titles which would engage your target audience are:

10 Reasons to Book a Wedding Venue in Ormskirk

When is the Best Month to Book a Wedding?

10 Exciting Wedding Centre Piece Ideas to Wow Your Guests

If you are looking for more ideas for content, we have more advice to offer!

We also noticed that Leasowe Castle doesn’t appear to have a dedicated blog page to post content and wedding insights! They could be missing out on valuable custom and footfall into their venue.

Content marketing is a great way to showcase real weddings that have recently taken place at your wedding venue. Display how your venue can be transformed in different styles, themes and colour palettes.

By utilising content marketing techniques, wedding venues can increase their bookings by connecting with couples who otherwise wouldn’t have discovered their venue. By consistently sharing valuable content, you can inspire, engage and guide couples towards choosing your venue over the competition.

9. Virtual Tours

Offering the ability for users to view your wedding venue online is an effective way to showcase your offerings.

Virtual tours provide a highly immersive and interactive experience that allows potential clients to explore your wedding venue from the comfort of their own homes.

Colshaw Hall offers the option for couples to view their wedding venue online using a virtual show, including tours in a range of seasons.

Offering a virtual tour breaks down the geographical barriers between your venue and clients. Couples can feel as though they are walking through your venue, taking in every detail and capturing their attention. They can gain a real sense of the space, layout and ambience.

For couples in the early stages of planning, visiting numerous venues can take a lot of time out of their busy schedules. Virtual tours allow them to narrow their choices quickly and efficiently, making your venue more appealing for consideration.

Some types of virtual tours allow for interactive elements, like clickable hotspots displaying important information about the venue. You can customise these features to explain information about catering options, and in-depth detail about unique features or preferred suppliers.

Virtual tours are available round the clock, allowing couples to explore at a time that suits them.

A wedding venue that could benefit from implementing a virtual tour feature is Inglewood Manor. This impressive wedding venue spans numerous rooms and has historical features for couples to take note of. If they adopted a virtual tour strategy, they could see an increase in couples who book their wedding with them.

10. Answer FAQs

Newly engaged couples will be newbies into the wedding world, with numerous questions going through their heads about what to ask each supplier.

Wedding venues can help couples along in this process by featuring a dedicated FAQ section at the bottom of landing pages.

We haven’t found any wedding venue websites currently adopting this strategy to gain more bookings. But, Delamere Manor would benefit from doing so.

On their dedicated Weddings page, it would be really useful to users if they answered the most asked questions to streamline the booking process. If users can find out everything they need to know about a wedding venue instead of contacting them, they will be more inclined to book a meeting in person!

We would recommend placing the FAQs here, along with the FAQ schema:

For example, some FAQs that every wedding venue should have as standard are:

How much do you charge per head for a wedding breakfast?
Is there a price difference in each season?
Where are you located?
Do you work with other wedding suppliers in the area?

Make your wedding venue stand out among the crowd by adopting this wide range of marketing strategies. It is essential to leverage every tool at your disposal.

At Fly High Media, we are ready to work with wedding venues looking to increase bookings, revenue and online visibility. We are a trusted Google Partner with vast knowledge of SEO, PPC, content creation and social media management.

Soar above the competition by contacting us today!

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Consistency is Key, But How Do We Achieve It?

Abbie Christelow — Wed, 04 Oct 2023 12:28:28 +0000

Abbie Christelow

Consistency is Key, But How Do We Achieve It?

October 4, 2023

Businesses, content creators and social media marketers have more in common than you think. They all primarily want to engage and connect with their respective target audiences. However, with the ever-evolving internet and digital tendencies, capturing and retaining audience attention can be a struggle.

So, how do we reach our target audience? How do we keep that attention and increase our brand awareness?

In this situation, consistency is key.

Consistent content can help your business flourish instead of falling behind online and provides various advantages you can benefit from, including user trust. Sporadic posting won’t help you here; a steady flow of content is much more effective in achieving this visibility.

In this article, we explore how to create consistent content to help you reach your target audience.

The Power of Consistent Content: Boosting Your Business and Engaging Your Audience

Why Consistency Matters for Your Business

Producing consistent content impacts your company in numerous ways. One way is through brand trust and recognition online. Releasing content more frequently establishes your brand’s identity for your audience and fosters trust in that brand. By doing this, your organisation becomes more memorable for your target audience.

People are also more likely to engage with frequent content. If your users know when you release your content, they are more inclined to engage with it, such as interacting with the post or sharing it with their friends. It can keep them returning for more, introducing a sense of community and loyalty to your service users. This can also boost your social media reach, helping with brand visibility.

However, for this to work, you must ensure your content is reliable and accurate. If you can present your business as a reliable source of information, you can position your brand as an expert and, therefore, an authority in your respective industry. Being a source of authority can positively impact your ranking in search engines.

Content consistency provides educational value for your audience, enabling them to solve their problems using your information. For example, if you have a skincare company, you can offer a step-by-step skincare routine or a list of recommended products or ingredients for a specific skin type.

Not only do you support your audience with their struggles, but you also help them learn new things about your area of expertise and stay informed about the current industry trends.

More content also impacts your search engine optimisation (SEO). The regular updates signal that your website is not only active but also relevant. This combination makes your website more likely to improve its search engine results page (SERP) positioning, meaning there is a better chance of increased website traffic.

Crafting a Content Strategy for Consistency: Tips and Techniques

Understanding Your Audience

Before you start creating content, you must understand your audience. There is no point in creating content if you don’t know who you’re trying to reach, as this can result in your final piece being irrelevant or something that gains little traction.

To tailor your content to your target audience, create detailed audience personas to understand who they are. Doing so enables you to form content attuned to their preferences and needs.

Also, determine their content preferences using user data. Analysing this information lets you decide which content your audience engages with the most. For example, if your audience favours blog posts over social media updates, focus more on blog posts.

Get feedback from your audience! They are the ones you want to engage with, so pay attention to their opinions and adjust your content strategy accordingly. This alteration helps your content remain relevant.

Content Brainstorming and Planning

After understanding your audience, you must establish the content you want to publish and when.

Find a balance between evergreen and timely content and release them appropriately. Finding the right balance between the two can help your content remain fresh and engaging for your audience.

For example, Elon Musk purchasing X (formerly Twitter) is no longer relevant as he has owned the social media platform for a while, so producing content around this is no longer needed. Content about this topic is timely.

Timely content is when you create your work around current events or trends. On the other hand, evergreen content is timeless; you can release it at any point. For example, a blog post on how to edit written content is an evergreen topic.

You may need to adjust your content strategy if a trend or event arises. Don’t ignore it to stick to your original strategy. Instead, you can publish an evergreen post later to stay current with your digital marketing.

Also, create your content in batches. This method helps streamline your workload, so creating consistent content isn’t a constant pressure you have to face. Instead, you can form the content you wish to publish within the next month, for example, and all you have to worry about is releasing it on time.

Batches of content have another benefit. Workloads have varying intensities during different times, and you must accommodate that when creating content. Forming multiple pieces means you can still provide consistent content in the busier periods when you may not have the time to make the post from scratch.

To help establish your content, create a calendar! This calendar can outline your topics and formats, such as whether your global warming content is a LinkedIn post or an X (formerly known as a Tweet). Also, use it to lay out when you want to publish your content to ensure it remains consistent throughout the week, month or year (whichever timeframe you wish to use).

Repurposing and Repackaging

Sometimes, you can’t think of fresh ideas, but you can still create content. Repurposing and repackaging previous content can provide new insights to your audience and help promote your brand over multiple channels.

If you want to recycle previous content, consider repurposing it into another format. This process isn’t about duplicating the original piece but adjusting it to suit its new format, platform and audience.

Repurposing content enables you to reach a wider audience, as you can engage with people through different channels and maximise the value of the original post.

For example, you can repurpose your blog content into a social media update, summarising the key points you established in the original article. This is particularly useful for members of your audience who only follow some of your social media accounts, such as Instagram and not LinkedIn.

You can also upcycle previous content to make it more relevant. Refresh it and ensure the information is still accurate to elongate its lifespan. Upcycling content can also bring SEO benefits to your site.

Additionally, take advantage of your multiple platforms and cross-promote your work! If you publish a blog post, create content around it on your social media platforms. Tailor this content to the respective platforms to achieve maximum results, but keep the message consistent across the posts.

Navigating Social Media Platforms for Consistent Content Delivery

Platform Selection and Strategy

For consistent content creation to have the maximum impact, choose a relevant platform to post it. Since establishing your audience, you know which platforms align with their preferences and demographics, so use this information to your advantage.

For example, if your target audience for a specific topic uses Facebook, create Facebook content for that topic. Equally, if your audience doesn’t engage with an issue on TikTok, create less TikTok content for that subject.

Also, optimise your content for the platform you want to use. Incorporate the eye-catching visuals, captions and hashtags your platform offers and use the features available to broaden brand awareness.

This point is where you establish your posting frequency (which you can note in the content calendar mentioned above). Determine the optimal posting frequencies for your platforms and use them to your benefit.

However, don’t release too much content at once. You need to publish consistent content without overwhelming your audience or yourself. If you commit to too many articles or posts in a short timeframe, the consistency will drop as you won’t have the time or ideas to create enough content.

Automation and Scheduling

After creating your content, you need to publish it. Using tools like Hootsuite means you can plan, schedule and automate your social media posts in advance, so you can continue working whilst knowing your content is published consistently.

Just as you created batches of content, you can schedule them in batches too. Schedule multiple posts in one sitting to ensure your content remains consistent, and it is especially helpful if you know your business will become busy later.

Batch scheduling also helps to save time, so you don’t have to publish content individually.

Despite this, maintain real-time engagement with your audience. Engaging with users online can foster meaningful interactions and discussions, encouraging trust amongst your followers.

For example, micro-influencers interact with their followers and create a sense of community online, meaning their audience is more inclined to follow their advice or purchase their products.

Analysing and Adapting

Once you’ve published your content, track its performance and regularly analyse the results. Using analytics tools on each platform can offer you this information so you can find what content your audience engages with. You can then alter your content strategy as needed.

Also, incorporate A/B testing into your strategy. Experiment with posting times, headlines and formats to discover what works best for your audience. You can then use these findings to optimise your content and refine your approach. Once you find the best features, include them in your consistent content to make an impact on your audience.

Ensure you remain aware of current industry trends and the changes to social media platforms. These changes, such as algorithm or preference alterations, can change how your content performs online, so adapting your content to suit is key to your success.

Establishing your brand identity and online presence is crucial for your business, and producing consistent content is vital to help it thrive. Releasing frequent posts improves brand awareness and recognition, and it can build trust amongst your followers and target audience.

To create the best consistent content, ensure you experiment with approaches and refine your strategies so you stay relevant and influential within your industry. You want to remain a reliable source of information and draw your audience’s attention so they know you can offer them solutions.

If you need your own solutions to your digital marketing problems, Fly High Media are here to help. As a passionate team of experts, we use a client-focused, results-driven approach to achieve the best results for your business. Whether you need social media support, content marketing or PPC, we’re here to help.

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Marketing Tricks & Tweaks To Boost Your Sales This Halloween (2023)

Carla Price — Fri, 22 Sep 2023 14:40:12 +0000

Carla Price

Marketing Tricks & Tweaks To Boost Your Sales This Halloween (2023)

September 22, 2023

Halloween provides a huge opportunity for you as a business to scream about your products/services, so you must prepare for it!

People from all around the world love celebrating Halloween. In the UK alone, spending over the spooky season has consistently risen, reaching well over £600 million in 2022.

Mortals tend to make impulse purchases as they plan for dark and silent nights, ones broken only by the glowing features of pumpkins and the sound of the little running feet of trick-or-treaters.

This makes it a perfect chance to update your website with several marketing tricks and tweaks to appeal to those searching for the uncanny, increasing your online sales and brand visibility.

Discover how you can effectively prepare your business for Halloween, from exorcising your content to creating hair-raising campaigns and using spellbinding search engine optimisation (SEO).

Create Captivating Copy That Chills

When coming up with Halloween content ideas, be fun and creative.

Encapsulate Halloween in your marketing efforts, including blogs, landing pages, social media posts, and email campaigns.

Don’t be afraid to use Halloween puns! Even if your products/services are unrelated to the spooky season, you can still manifest to your audience that you’re embracing the magical and mysterious, the grim and the ghoulish. Matching people’s moods will help to nurture their shopping spirit!

Hypnotise your audience with your insightful stories, imaginatively expressing how your products/services can improve their life, particularly as the nights grow darker.

Use real-life case studies, reviews, and testimonials to prove your expertise, but don’t forget to clinch the segment with a compelling call to action (CTA) specifically created for Halloween.

A sure way to increase sales this Halloween is by offering some of your products/services at a temporarily reduced price during the weeks leading up to the 31st of October.

Create landing pages dedicated to your Halloween offers, helping people discover your deals.

By using a concoction of power words on a landing page, you can effectively coax your visitors to click ‘buy now’ or ‘order today’, which will boost your sales and help your audience have a howling good month.

Trick

Ramp up the fear factor when creating your CTAs. Create a sense of urgency, putting a timeline on your sales to generate fear of missing out (FOMO) in your audience.

For example, you could implement a timer next to one of your Halloween deals, counting the days to Halloween and when the promotion ends. This will be sure to get your website visitors quaking in their boots!

Exorcise Dead Copy

Don’t let old, outdated copy drag your website down this Halloween. Your audience demands fresh, relevant, and authoritative content and will look elsewhere if you don’t have it. This applies any time of the year!

Outdated advice and discontinued products/services on your website will repel your visitors, giving them vibes that you are not current, reliable, or trust-worthy – they may even think you’re no longer operating.

Equally, time-sensitive content, such as a campaign for summer during the spooky season, will give your readers chills, but not in a good way!

Even article headings that include a date from a decade ago will frustrate your website visitors and push them to go to other websites instead. Your business might offer great products or services, but if you don’t have the content to back them up or you’re not meeting your audience’s needs, they will likely buy from your competitors instead of you.

So, drop the hocus pocus and remove content that falls under any of the above, or, even better, revive it (more on this at the end of this section)!

Reviving content will not only improve user experience (UX) but will also help with SEO.

How is SEO affected by outdated content?

Well, Google may punish your website if your content is no longer relevant or up to date, classifying it as low quality. If the search engine considers your website to have low authority, it will be more challenging to rank.

RIP to dead content!

Tweak

As mentioned, revive your existing content, specifically old or dead content. Enhance articles, blogs, product pages, and more by adding better infographics, expanding the word count, and updating any statistics. Don’t forget to implement relevant keywords, too, after conducting keyword research to discover what people are searching for (more on this later!).

You should also think about reviving your marketing campaigns.

For example, since 2012, Twix has heavily promoted the left and right sides of their chocolates. Instead of ditching this idea entirely for Halloween, they adapted it to suit the spooky celebrations – “The spirits have decided. Left or right, either is a good decision.”

Dress Up Your Website And Social Media Platforms

When putting together your Halloween marketing ideas, pick a theme to suit the ominous occasion.

Whether based around clowns, ghosts, monsters, vampires, witches, or simply autumnal magic, your theme should be appropriate to your business and target audience.

Decide if you’re aiming your campaign at adults or children. However, if you cater your products or services to people of various ages, target specific audiences and tailor your content accordingly.

Whatever your theme, stick to it and run with it!

Things to consider when creating a Halloween theme

A colour scheme

Pick a colour that creates Halloween vibes, like Orange, black, red, purple, yellow and green. These colours are traditionally connected with Halloween; however, over recent years, other colours have entered the mix, such as pink, so don’t be afraid to experiment!

Choosing a Halloween colour doesn’t mean changing your brand; instead, create Halloween-coloured banners for the important pages on your website, such as your homepage, product pages, and contact page.

Also, create landing pages with your Halloween hues; you should dedicate these pages to your Halloween offers.

Photos

Update the photos on your website. This doesn’t have to be for your products (although you could add some spooky aesthetics to ones that are part of your Halloween promotion); you could simply upload some royalty-free Halloween-inspired photos, such as pumpkins and haunted mansions, to the most-visited pages on your website.

Also, if your employees are on board, conduct a mini Halloween photoshoot. Encourage your team to dress up in scary costumes, ideally, ones linked to your theme and chosen Halloween colours. Once you have some excellent spine-tingling shots, upload them to your website. Don’t forget to share them on your business’s social media platforms, too!

Trick

Consistency is key – use your chosen Halloween theme across all your online platforms, including your website, with the same colours, graphics, images, etc. This will help your business look more organised, professional, and omnipresent and trigger memory recall in your audience, enabling them to connect better with your brand.

Choose Spellbinding Keywords And Hashtags

Before putting together Halloween campaign ideas, research what your target audience is looking for online.

Use tools like Google Trends to find out the popularity of topics, and use SEMrush to discover top keywords, i.e. words and phrases people type into their search engines.

Once you have a list of appropriate keywords, i.e. ones that are relevant to your business and ones that relate to Halloween, use them within your Halloween content.

For example, implement your research-backed keywords when creating new blogs and landing pages on your website.

The right keywords will help your content be seen by your target audience instead of merely being an apparition!

Also, implement your Halloween keywords into existing content where appropriate.

You can reach new audiences by updating your content with new keywords relating to Halloween, top trends, and what you offer, helping people discover your brand.

You should include keywords in your Halloween social media posts, too, increasing website visibility even further to help drive engagement.

As well as keywords, utilise hashtags. Conduct research to find the popular ones amongst your target audience and pop some of these on your posts.

Furthermore, add spooky emojis to bring a bit of fun to your social media posts – try and align them with your chosen theme, i.e. if you’ve picked a ghost theme, then go with the ghost emoji!

If you haven’t done it already, create an account for your business on TikTok and Instagram.

Promoting your business on TikTok and Instagram is particularly vital if your target audience mainly consists of Gen Zs. This is because these social media platforms are extremely popular amongst people born between 1996 and 2010.

So, get on TikTok and Instagram and create a coven for your brand!

Tweak

Try to create your own hashtag. A trending hashtag will encourage people to share more about your brand and help build a community around it, like how a hashtag did to promote the Barbie movie.

Inspirit User-Generated Content

User-generated content is a form of marketing that many modern businesses rely on to boost sales.

So, what is user-generated content?

User-generated content (UGC) is original, brand-related content created by customers, influencers, and advocates, which they then share on social media.

When a person creates content, such as an image, video, or review around a product they have bought and then shares it on TikTok, this is just one example of UGC.

This content is authentic, and authenticity is what buyers are looking for more and more; there are so many brands fighting to be seen online, making consumers more selective, astute, and determined to go with brands they trust.

Ultimately, UGC influences engagement, leading to higher conversion rates.

So, for Halloween 2023, incorporate UGC into your Halloween business ideas. Encourage your audience to unleash their creativity and interact with your brand.

As mentioned, there are a lot of Halloween lovers out there just waiting to be spellbound in the run-up to Hallow’s Eve.

Below are some examples of how you can inspirit your audience to create UGC:

Hold a pumpkin carving competition, encouraging people to relate their design to your brand.

Entice your customers to get creative and share creepy photos of any purchases they’ve made from your business.

Ask your social media followers to post a 10-word spooky story to include your brand’s name.

Create a Halloween template for people to frame their petrifying photos.

What you can do to get your audience into a feverish excitement to create Halloween UGC is endless.

Trick

Use influencers to spread news on your brand. They will have a substantial following, which means they should already have gained their trust.

Pick influencers with a following that matches your target audience, making any user-generated content they do for your business relevant.

Their following will become your following, too, haunting social media with your brand.

If you find updating your website a nightmare or don’t know where to start when it comes to content marketing and creating compelling copy, we can help.

At Fly High Media, we have a dedicated team of content creation and SEO experts. We are 100% client-focused, meaning we are committed to understanding our client’s needs, enabling us to create bespoke solutions to ensure outstanding results.

Contact Fly High Media today to learn how we can improve SEO to increase your website visitors, sales, and overall conversions.

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Trending Travel’s Journey to Success

Taylor Hughes — Wed, 20 Sep 2023 14:44:29 +0000

Taylor Hughes

Trending Travel’s Journey to Success

September 20, 2023

Trending Travel is a digital-only travel agency that leverages social media to promote its wide range of available destinations and holiday deals.

The company was launched in 2020, at a time when the travel industry was in decline and the idea of a holiday was a much-needed escape from lockdowns, isolation and social distancing.

They operate on two fronts: business-to-business (B2B) and business-to-consumer (B2C).

On the B2B side, they collaborate with various airlines and hotels, such as Virgin Voyages, forging partnerships that allow them to offer the best travel experiences. B2C; they present these travel packages to their audience.

In just 3 years, they’ve gained over 664k followers on Instagram and almost 2 million likes on TikTok.

How? Let’s break it down…

The Brand

Trending Travel’s brand identity is a fusion of minimalist aesthetics and visual examples of their holidays.

Both their website and logo are exemplars of simplicity, crafting an elegant and uncluttered digital environment.

The logo is simple but creative; two interlocking T’s, one inverted, forming the universal hand gesture for taking a picture or a photo frame.

It serves as a visual representation of capturing and sharing travel memories, like on social media, aligning seamlessly with the brand.

Target Audience

Trending Travel caters to social media users. These individuals are drawn to the sorts of luxury travel that they see online, seeking the most lavish and memorable adventures, but for a good price.

Trending Travel recognises the power of social media. They understand that 92% of customers rely on content posted by fellow travellers over conventional ads. As a result, their offerings are not just about exploring destinations; they’re about crafting experiences that are perfect for sharing on platforms like Instagram.

These luxury seekers and social media enthusiasts find a brand that not only understands their aspirations, but transforms them into a reality worth sharing with the world.

Social Media Presence

In the ever-evolving landscape of digital marketing, social media marketing has become a non-negotiable. Businesses need to be using social media strategically for maximum success, making it a huge part of their marketing strategy.

In the travel industry, where sparking adventure and reaching potential travellers are essential, Trending Travel is a great example of how using social media well can make a brand incredibly successful.

Instagram

Trending Travel has leveraged Instagram to create a presence online and to connect more effectively with its target audience.

Images and videos of some of their popular destinations and hotels are featured on Instagram highlights. For example, Hyatt Dubai and Mexico.

The platform’s visual appeal, coupled with Trending Travel’s unique voice, allows them to effectively connect with their target audience, igniting their want for travel.

The visual appeal of Instagram is perfectly complemented by Trending Travel’s distinctive brand voice. It’s not just about displaying stunning landscapes and luxurious hotels; it’s about crafting compelling narratives that resonate with the adventurous spirit of their audience.

They do this through video content and reels, such as POV’s. These help their followers to picture themselves in the particular hotel or destination:

https://www.instagram.com/p/CxDwebeNVt3/

They also directly address their audience, using phrases like “imagine,” and offering solutions for common travel queries and problems that their audience may have, like an affordable family holiday, as above.

This approach creates a connection and sense of community, where travel enthusiasts can come together to share their passion for exploration.

TikTok

One of their standout TikTok strategies involves user-generated content. They encourage their followers to share their travel experiences using specific hashtags. This engages the community and showcases authentic travel experiences that resonate deeply with viewers.

Being the first digital-only and influencer-led travel agency, Trending Travel is an example of how any type of business can gain success when starting on social media.

They don’t just promote holidays; they inspire people with dreams, hopes, and the idea of amazing adventures. They understand what their audience loves, and this passion for travel keeps their followers excited and eager to plan their own journeys.

In today’s digital world, everything is just a click away.

Influencer Marketing

Trending Travel recognises the significance of influencer marketing in the current digital landscape.

They understand that people are more inclined to click on something featuring a familiar name or face. This popular approach has led them to collaborate with influential figures on social media, such as Saffron Barker.

Saffron posted on Instagram, tagging Trending Travel, and showing off her holiday in Europe:

She also posted pictures and videos on her story, which Trending Travel re-posted and made into a highlight on their profile.

Saffron has collaborated with them more than once, and you are able to shop her holidays on the Trending Travel website:

Influencers become the embodiment of the adventures Trending Travel offers, making the dream destinations feel within reach.

Influencers provide invaluable insights into the heart of Trending Travel’s offerings, posting on their personal social media accounts.

Their endorsements act as trust and social proof, assuring potential travellers that these experiences are good. Influencers share their authentic and relatable experiences, showcasing the value of Trending Travel’s holiday packages.

Trending Travel’s influencer partnerships strongly resonate with millennials who value authenticity amongst a crowd of fake and misleading content that they see on social media daily.

82% of millennials are likely to try products recommended by influencers. By teaming up with influencers who share their genuine experiences, Trending Travel effectively engages an audience keen to have a holiday just like their favourite social media influencer.

Their strategic use of social media, creative branding, collaboration, and influencer partnerships has redefined how the travel industry markets.

Since their launch, and with their growing success, other travel companies, such as VIBE by Jet2, have started using influencers to promote their holidays and services.

Perhaps we’ll see a lot more of this in the coming years.

Does your business need help with social media marketing? Contact us for a tailored strategy.

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5 Considerations For Your Google Lead Generation Campaign

Lucy Hughes — Mon, 18 Sep 2023 08:35:48 +0000

Lucy Hughes

5 Considerations For Your Google Lead Generation Campaign

September 18, 2023

Lead generation is one of the most important strategies a business can undertake to grow and survive the test of time.

In today’s digital age, generating leads by using search engine paid ads is a crucial aspect of any business.

Lead generation requires careful planning and research to create a well-thought-out road map to success. This is the process of attracting and converting users into potential customers by utilising marketing channels and strategies.

But, what considerations do you have to take into account before actioning a Google lead generation campaign?

Consideration 1: Understand Your Target Audience

The most crucial step when planning a Google lead generation campaign is defining and understanding your target audience.

Creating a segment in your target audience of who is most likely to convert or buy your products is important.

Put yourself in the shoes of your target audience and ask yourself these questions:

What are the demographics of my current customers?
What are my audience’s buying behaviours and habits?
What do my customers purchase the most?

From here, you can gather further insight into your target audience by carrying out market research, surveys and digital footprint analysis.

The deeper you go into researching your audience, the more you will understand about them. Moreover, this will help your Google lead generation campaign a success.

Consideration 2: Create Compelling Ad Copy

Ad copy in search engine results pages, like Google, should be compelling enough for users to click at their first opportunity.

You need to grab the user’s attention with engaging and relevant content that fails to get lost in the noise of competitors’ ads.

Below you can see an example of Fly High Media’s ad copy in search engine results paid ads.

We have used site extensions to our advantage by showcasing our two popular services – SEO and PPC, along with a link to our ‘Case Studies‘ for users to explore our previous work to gain confidence in our expertise.

In addition to this, our ad copy contains information about our services about the results the user can expect by working with us. E.g. ‘elevating your brand’, ‘getting noticed by the right audience’ and ‘generate leads’.

Convey your unique business proposition and what sets you apart from your competition. Why should users pick you over your competitors?

Does your lead generation campaign copy align with your target keywords? Google rewards highly relevant ad copy by assigning higher quality scores. This can lower advertising costs and improve your ad placement. However, failing to utilise your target keywords effectively can result in reduced click-through rates and a higher cost per click.

Also, a straight-to-the-point CTA can work wonders in a Google lead generation campaign. Tell your users the desired action you wish for them to take. For example, if you offer a service, tell your audience to contact you today to learn more!

Consideration 3: Choose The Correct Keywords

Selecting the correct keywords is the basic foundation of a successful lead generation campaign on Google.

Ensure your chosen keywords are related directly to the product or service you are offering to the user. If you use irrelevant keywords, this can cause your ad to be seen by the wrong audience, wasting your ad spend and generating low-quality leads.

Learn about the intent behind your keywords. Is your audience looking for more information, a comparison of products and services or are they ready to commit and make a purchase or enquiry?

For example, the keyword ‘what is ecommerce SEO has an informational intent as the user doesn’t know what this is and needs to learn more about it before enquiring. On the other hand, ‘ecommerce SEO’ has a commercial intent, meaning the user is ready to make a purchase.

For lead generation campaigns, you wouldn’t use an informational intent keyword. You are spending money each time a user clicks on your ad, so you want to generate as many leads as possible from that one campaign. Try to target commercial intent keywords to create a higher ROAS.

In addition to this, research into what your competitors are targeting. What ad copy are they creating for their users? Can you make your ad copy one better?

As important as targeting the right keywords is, utilising the negative keywords feature is equally as crucial. Negative keywords are the terms which are not relevant to your business. Choose which keywords you do not want to rank for, making your ad budget stretch further and filter our unwanted traffic.

Do you know the difference between keyword match types? Keyword match types decide how closely your target keyword needs to match with the user’s search query. The different match types are:

Broad Match: Ads may show on searches that relate to your chosen keyword.

The correct notation for inserting broad match keywords into ad copy is as normal.

Phrase Match: Ads may show on searches that include the meaning of your keyword.

The correct notation for inserting phrase-match keywords into ad copy is “keyword”.

Exact Match: Ads may show on searches that are the exact meaning of your keyword.

The correct notation for inserting exact match keywords into ad copy is [keyword].

Selecting the correct keywords for your lead generation campaign requires extensive research and ongoing optimisation.

Consideration 4: Design High-Quality Landing Pages

Your landing page is the first interaction a user has with your website when coming from a lead generation campaign.

A well-designed landing page can instantly convey professionalism and credibility, making visitors more likely to engage with your business and leave a point of contact.

Your landing page should align seamlessly with the message that is laid out in your ad copy. For example, if you mention ‘free delivery’ in your copy, make sure this is the main message on your landing page to convert the maximum amount of users.

With a large proportion of web traffic coming from a mobile source, your landing page must be optimised for mobile users. Having a responsive design can ensure your page functions correctly on screens of all sizes, catering to a broader audience and maximising your lead potential.

An effective landing page contains a clear CTA. Whether this be a contact form, downloading a resource or making a purchase, every lead is a win. You need to help guide your audience in the right direction and make the CTA obvious to them.

A slow loading speed of a landing page can deter potential leads from converting if they are not willing to wait until the whole page has finished loading. This can also affect your Quality Score.

Consideration 5: Implement Conversion Tracking Metrics

Tracking your conversion metrics is like a compass for your Google lead generation campaign, showing you which is the best direction to go in in terms of keywords and ad copy.

Conversion tracking allows you to measure how effective your campaign is at turning into clicks and high-quality leads. Without tracking these metrics, how will you know which ads work best and which needs improving?

If you implement conversion tracking, you will uncover an insight into which keywords, ads and audience segments are driving the most conversions. This enables you to hone in even further on your target audience, tailoring your campaign and making the best use of your ad budget.

Learning more about your target audience also helps you to understand the behaviour behind your leads. How long do they spend on your landing page before converting? Which pages have they visited? What actions did they take before converting?

To work out if your ad is worth spending money on once implemented compared to the revenue you will generate, you will need to calculate the return on investment (ROI). This information is essential to determine whether your campaign is getting the desired results and enables you to adjust your lead generation campaign accordingly.

Fly High Media can help you to devise successful Google lead generation campaigns. Contact us today for Google Ads help!

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Marketing in Luxury Fashion: The Jacquemus Way

Taylor Hughes — Thu, 24 Aug 2023 14:47:51 +0000

Taylor Hughes

Marketing in Luxury Fashion: The Jacquemus Way

August 24, 2023

The fashion brand, Jacquemus, is known for its creative, minimalistic designs, and innovative marketing. Unlike traditional Parisian design, Jacqeumus combines simple, minimal class with childish playfulness, often using bold patterns and colours in a tasteful and fresh way.

Jacquemus was launched in 2009 by French designer Simon Porte Jacquemus. He wanted to create something more than clothes; an ode to his late mother.

He had a vision and he made it come to life.

As his designs began to be noticed in the Parisian fashion world, in 2012 he was offered a small slot in Paris Fashion Week. Whilst designing for his runway show, he worked as a sales assistant for Comme Des Garcons, whose influence you can see in some of his later designs.

Years after his Paris Fashion Week debut, he released ‘La Bamba,’ a playful yet sophisticated collection that featured in vogue and picked up by Selfridges. This collection caught the eye of various influential celebrities, such as Kim Kardashian and Rihanna. This sparked the turning point in the success of the fashion brand. By 2018, everyone in fashion knew his name.

The fashion brand is now worth over €200 million and is on track to double this by 2025. Wondering how he did it?

The Jacqeumus Marketing Strategy

Brand Identity and Storytelling

A brand identity is the unique personality and visual representation that sets a brand apart. It encompasses its values, messaging, aesthetics, and core, serving as a way for the brand to communicate its distinctive qualities and make them recognisable to the world.

Jacqeumus’ brand extends far beyond just fashion. A huge part of Jacqeumus’ success is down to their ability to evoke emotion. Jacquemus “wanted to create something: To tell a story.”

Each collection has a story and takes influence from Simon’s life and rural upbringing. His past can sometimes be seen in his designs; some early works have a modern spin on romantic French folklore.

Telling a story through fashion makes the brand more authentic. Blending artistry with storytelling creates an identity beyond bags and clothes, making each piece a container for emotions, experiences, and memories.

He treats each collection as a canvas for feelings, transitioning from neutral, elegant designs to bold abstract brights whilst never losing brand identity.

Experiential and Immersive Campaigns

Jacquemus are known for their immersive and creative marketing campaigns. They are the talk of the marketing world at the minute, sparking various conversations on LinkedIn, with each campaign even more creative and eccentric than the last.

They have released a branded ice cream truck in Nice, France, in the shape of a bag from their latest collection, Le Chouchou:

A branded ice cream truck not only attracts attention and foot traffic but also creates a memorable and positive association with the brand, enhancing its visibility and drawing potential customers to engage with the brand. It also creates a fun photo opportunity, potentially expanding reach on social media.

CGI

With the rise of AI, brands have been using CGI to create 3D, real-life-looking campaigns. Their CGI campaigns have excited conversations on social media, with people questioning if it’s real. This leads to interaction, shares and, as a result, expanded reach.

“Bags on Wheels” went viral in April this year, and their inflatable bag most recently.

Car bags in Paris: https://www.instagram.com/p/CqqCfr-uovy/
Inflatable bag in the sea: https://www.instagram.com/p/CwLJBhCMxeB/

Falling Lemons teased a later confirmed beach club collab with Indie Beach Pampelonne, “When life gives you lemon…” The creativity of this post left nearly 1000 comments on the post, again creating a conversation and promoting the brand without actually showing any of their products.

https://www.instagram.com/p/Cu4kQEgLU0w/

To promote their newly opened store in Lake Como in May, they showed a huge, boat sized bag in the ocean: ‘We just arrived in Como’

https://www.instagram.com/p/CsEZC70O8y_/

Pop-ups

Jacquemus’ pop-up stores offer users a unique experience that is more fun than a usual store or online purchase. This once again adds to the playfulness and creativity of the brand’s identity.

Images via Instagram

In December 2021, 24/7 pink vending machines were introduced to the streets of Paris. These vending machines were targeted at Millennials and Gen Zs, known for their love of Instagrammable photo opportunities. This interactive platform showcased the new Le Bambino Long bag colour while also creating a surge of social media interaction.

Opposing Stereotypes

Jacquemus often have a fresh and urban approach to marketing their collections.

To campaign their Spring 2022 collection, Le Splash, Jacquemus collaborated with Puerto Rican rapper, Bad Bunny. His bold character aligns with the collection and the brand.

Image via Instagram

This campaign goes against the norms of fashion, promoting modern masculinity in the media.

Within fashion, modern masculinity is an evolving concept that embraces a diverse range of styles that defy traditional gender norms.

It encourages self-expression and creativity, and rejects rigid stereotypes. It allows men to confidently explore clothing that may not be seen as “men’s” fashion. It has become more popular in recent years among celebrities such as Harry Styles.

Simon Jaquemus has never conformed to the norms of society, having dropped out of Paris fashion school within months due to there being too many rules. With no formal fashion education or experience in design, he created an influential multi-million-euro brand in less than a decade.

Social Media Presence

Their social media platforms reflect the brand’s creative and minimalistic aesthetic. Their Instagram acts as a gallery of art, fashion, emotion and life. Each post is more than just an image.

They showcase their minimalist yet emotionally resonant designs through captivating posts, ensuring a consistent and distinctive brand identity across platforms.

Jacquemus doesn’t just promote products; they share narratives, providing glimpses into the founder’s personal journey and inspirations.

Simon has created a personal brand that aligns with Jacquemus. For example, the brand’s Instagram page has photos of Simon, suggesting that he runs the page. This adds, as previously mentioned, to the brand’s authenticity.

Photo dumps of Simon and friends are posted titled as a location, for example, “Ibiza” where they show random pictures, including some items from their new collection.

Posting pictures from different places, such as Nice, Marseille, and Capri, shows off the brand in a more natural and usable way, whilst also adding a personal aspect.

They get creative with their social posts, just as they do their marketing campaigns. Le Chouchou, Jacquemus’ most recent collection, is subtly promoted on Instagram:

https://www.instagram.com/p/CvsHI_ouA4p/

The audience is being addressed (‘Someone know the name of this tree?’) and there’s no mention of their products. However, you can’t miss the red bags hanging on the tree. The location, Provence, also reflects the brand identity and its story.

They also share all of their campaigns and insights into the brand, such as pictures and videos from their runway shows.

Beyond aesthetics, Jacquemus actively engages its audience through interactive features. From captivating stories that provide behind-the-scenes insights, to direct address that involves followers in decision-making, the brand promotes an inclusive and participatory community.

Influencer Collaborations and User-Generated Content

They’ve also embraced influencer marketing, strategically partnering with individuals whose style aligns with the brand’s ethos, effectively expanding their reach.

These influencers, through their curated content, embody the identity of the brand, showcasing how Jacquemus integrates into their lives and personal styles. Influencers are a great marketing tool to make your brand more desirable. For example, if a Rihanna fan sees Rihanna wearing a Jacquemus bag, they want a Jacquemus bag.

Paying influencers to wear and promote your products has the same effect: Their followers look up to them and trust their style, which, depending on their follower count, results in greater reach, demand and sales.

They encourage their audience to engage with their content, by asking rhetorical questions and making their content sharable. This portrays a friendly and transparent brand, mirroring their values.

Their social media presence makes the brand seem more approachable, unlike other high-end fashion brands, such as Chanel, who continue to present themselves as unreachable.

Sustainability

When it comes to sustainability, the brand centres around transparency, mindful practices, and communication. The brand emphasises its commitment to responsible sourcing, ethical production, and reduced environmental impact.

Their leather goods make up almost 20% of their products, which aren’t sustainable. However, in 2019, Jacquemus vowed to do what he can for a more sustainable brand. He announced that he’d revert to a co-ed fashion year, meaning he’d only have two collections a year (the usual is four).

In his F/W 2020-21 collection he used sustainable fabric, launching the collection with only 10 fabrics rather than his usual 100.

By highlighting materials’ origins and showcasing his eco-friendly choices, Jacquemus aims to resonate with environmentally conscious consumers.

This not only appeals to a growing eco-aware audience but also aligns the brand with ethical values, creating a deeper and more meaningful connection with consumers who value both style and sustainability.

Emotional Connection

Simon’s designs are often seen as a modern spin on traditional French style. Old and new blend recognisable design elements and evoke a sense of comfort and freshness, connecting with people who may remember and recognise the elements of classic style.

As Simon said himself, he doesn’t want to just sell clothes, he wants to tell a story. The stories behind his designs allow people to see into his life. This, alongside his personalisation of the brand’s Instagram, shows that he wants to create that important emotional connection with his audience. It’s the brand that sells.

The new Jacquemus collection draws profound inspiration from Princess Diana. This could evoke a sense of nostalgia and admiration, with the shared appreciation for Diana’s iconic style and personal stories.

Through familiar design elements from Diana’s wardrobe, like polka dots, voluminous designs, lace, and balloon sleeves, the collection could elicit sentimentality, creating an emotional link for those who cherish her lasting influence.

Runway Shows and Media Relations

Simon Jacquemus has made his brand famous for its stunning and widely talked-about runway shows, as unique and creative as their marketing campaigns.

The shows align with Jacquemus’s image of modernity and creativity, reinforcing its identity and attracting a younger, trend-conscious audience.

After previous shows in places like Rio de Janeiro on unique landscapes like salt marshes and lavender fields, the latest show was at the Palace of Versailles near Paris for the Fall 2023 “LE CHOUCHOU” collection.

“I was so inspired by this historical place during the design process that it led me to explore many new creative possibilities, different from my past shows, but still very Jacquemus.”- Simon Porte

This distinctive approach generates media coverage, social media shares, and conversations, expanding the brand’s reach.

High-end supermodels such as Gigi Hadid and Kendall Jenner walked the show. Guests included influential celebrities such as The Beckhams and EmRata. These personalities help with media coverage.

https://www.instagram.com/p/CuB8j9brwvE/

The brand’s ability to consistently surprise and innovate in its runway presentations keeps the audience engaged and eager to see what’s next. This anticipation leads to sustained interest and excitement around their collections, supporting brand loyalty and driving sales.

The Jacquemus way illustrates that effective marketing extends beyond product displays; it involves compelling stories that establish emotional bonds with the audience. By giving life to narratives through creative collections and campaigns, storytelling has the potential to transform a brand from mere transactions. A story gives your customers the chance to feel like they are a part of something.

In the ever-evolving landscape of luxury fashion, Jacquemus emerges as an example of innovation and creativity in its marketing approach. They offer a fresh stance on Parisian fashion, making them stand out.

It’s been 13 years since Jacquemus launched, a small one-man brand, unknowing of its success today. Its popularity and creativity continue to grow worldwide.

Simon has made it clear that Jacquemus is here to stay.

Whatever your digital marketing needs, we at Fly High Media are ready to help your business grow! Get in touch for a free consultation.

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10 Things Businesses Can Learn From Barbie’s Content Marketing

Carla Price — Wed, 09 Aug 2023 12:19:04 +0000

Carla Price

10 Things Businesses Can Learn From Barbie’s Content Marketing

August 9, 2023

We’re all currently living in a Barbie world.

This is thanks to the overwhelming success of the Barbie movie and the marketing team at Warner Bros responsible for promoting it.

So, what can other businesses learn from Barbie’s content marketing campaign?

In this blog, we delve into the marketing strategies used to help the Barbie movie become a huge success. Furthermore, for each marketing tip, we suggest how you can incorporate it into your business.

Barbie’s marketing tips are not just for entertainment businesses; you can use them within any industry to help your business achieve outstanding results.

So if you’re wondering how to grow your business or looking for content marketing tips, keep reading to discover what Barbie did to promote her movie!

1. Scarcity Marketing

Undoubtedly, the teaser trailers of the Barbie movie effectively piqued global interest.

Each brilliantly-timed snippet helped build anticipation ahead of the movie’s release, ensuring people were buzzing with excitement by the time cinemas showed it.

With the early teaser trailers, the cast of Barbie 2023 was slowly revealed, creating a frenzy on social media. The hashtag #BarbieTheMovie generated 7.5 million engagements the day the second teaser trailer was released.

Feeding bits of juicy information at strategic intervals to align with product launches and events is known as scarcity marketing.

Scarcity marketing helped to maintain an element of mystery around the Barbie movie.

This sense of mystery, further strengthened by other content, created intrigue from fans and the fear of missing out (FOMO) from others, i.e. those who may not have initially considered themselves fans but most certainly do now!

Tip 1:

Adopt scarcity marketing for your business by identifying crucial points in your marketing campaigns. Create a peak moment around a product launch or event, and use resources at these points to help capture your target audience’s attention.

Strategically coordinate multiple marketing elements, such as PPC, social media campaigns, and content, to widen your reach, making your message omnipresent and building momentum.

A concentrated approach similar to this will help your audience fully immerse themselves in your concept.

Theatres, museums, theme parks, and other businesses in the entertainment industry can effectively use scarcity marketing ahead of a show, exhibition, or festival.

Fun Fact:

So, how old is Barbie? Barbie’s birthday is March 9, 1959, because this is the day she was unveiled during the New York Toy Fair!

2. Audience Segmentation

With the movie’s launch, Barbie has successfully expanded her audience, appealing to everyone of all ages, not just children, who were her initial target audience.

To understand why her audience has widened, we need to rewind and look at the history surrounding the iconic doll.

Mattel, the toy company responsible for Barbie, introduced her in 1959. Mattel created other toys before Barbie, but they were far from as successful.

However, the company faced struggles in recent years, not least because children’s play patterns shifted; phone usage rose, and online gaming became a popular pastime for kids.

So what did Mattel do?

They used a marketing strategy known as audience segmentation.

The team behind the Barbie movie identified different subgroups of an audience so they could strategically tailor their messages to resonate with them specifically.

For example, to reach their adult audience, they focused on the nostalgic factor, honing in on those who grew up with Barbie to bring to mind their fond memories of playing with the doll.

We dive further into the effectiveness of nostalgia marketing later in the blog!

Barbie has not only chosen to target everyone of all ages, but she’s resonating with people of all genders worldwide.

Barbie has something for everyone from Burger King to Fossil and Airbnb to Funko Pop.

Tip 2:

Don’t just target one type of audience with your marketing campaigns.

Conduct audience segmentation. You should adopt this strategy for all of your marketing efforts, not just your email campaigns.

Break your audience into subgroups based on age, gender, location, or even behaviour. Once you have your segments, research each audience type thoroughly – this step should not be missed!

Find out the platforms each audience uses, the marketing content they react with, and what they expect from brands in your industry. This information will help you reach and resonate with your audience.

Effective audience segmentation will help your business foster long-lasting connections, which, in turn, will build loyalty to your brand.

Fun Fact:

Barbie’s full name is Barbara Millicent Roberts. Ruth Handler named Barbie after her daughter, Barbara, and Ken after her son, Kenneth.

3. Mixed Content

The Barbie marketing team opted for creative and diverse content instead of pouring resources into a sole campaign.

Not everyone likes the same thing, so creating unique content for different platforms, venues, cities, countries, and so on helped Barbie to “speak” to numerous audiences, evoking different emotions and encouraging individuals to interact at various touchpoints.

In Dubai, a giant-sized 3D model of Barbie was placed in front of the world’s tallest skyscraper. This marketing stunt didn’t go down with everyone, but some loved it! From a marketing perspective, it was certainly inventive.

Whether you loved or hated it, Barbie’s content sparked conversations, driving organic growth.

Tip 3:

Don’t pour your resources into a single campaign; instead, cast a wide net, entertaining different audiences at multiple stages by creating diverse content.

Think outside the box. Be innovative to bring something new to your audience and get people talking.

Research your audience’s online activity to understand their interests and behaviours. This will help you to create content that resonates with them.

Some audiences want to be entertained, while others want to be inspired or educated.

Remember, don’t just create one type of content. Combine multiple content to make an event out of the lead-up to your main event.

Fun Fact:

Barbie launched her first video blog (vlog) on YouTube in 2015.

4. Nostalgic Factor

Nostalgia is a powerful emotion that triggers many other emotions, such as happiness, longing, and maybe even sadness. Multiple marketing campaigns, including the one surrounding the Barbie movie, tap into this emotion.

The Barbie marketing team recognised that people who fall into the Generation X (those born between 1965 and 1980), Millennial (1981 to 1996), or Generation Z (1997 to 2012) categories have an affinity towards pop culture references to the 70s, 80s, 90s and 00s.

So, the team identified their core demographic, namely those who grew up playing with Barbie.

The doll evokes a sense of familiarity, and people subconsciously find comfort in the familiar. In fact, many individuals have a rosy retrospection when reminiscing about their childhood.

Furthermore, when people have shared memories, i.e. ones of playing with Barbie, they are likely to connect, which has helped build a worldwide Barbie community.

Tip 4:

Identify your core demographic and research their historical background. Next, find similarities with your business’s history to create a story your target audience can relate to.

You can incorporate your business’s history into your marketing by revising and reusing previously successful campaigns. Trends change quickly, so ensure that you adapt your campaign to meet modern audiences without losing the nostalgic essence of your message.

Also, identify key historical moments that align with your target audience’s past, then create campaigns that spark their recognition, triggering a flood of rose-tinted memories.

Fun Fact:

Barbie’s first appearance was in her iconic black-and-white striped swimsuit (portrayed brilliantly in the Barbie movie!).

5. Consistent Brand Building

Barbie’s brand is instantly recognisable: a vibrant pink (the hotter, the better!) and, whilst it has slightly evolved over the years before reverting to its original, the Barbie logo.

It is a noticeable aesthetic that appeals to many, helping to build a fan base.

For example, #barbiecore was a trending hashtag whilst the Barbie movie was in production. This trend doesn’t just centre on the colour pink but also embodies luxurious, whimsical, and fun elements, which many people are all too happy to embrace.

With an eye-catching and familiar brand, Barbie can effectively be universal, helping to build an omnipresent illusion, which undoubtedly helped boost the movie.

Tip 5:

So what can you take from Barbie’s approach to personal branding?

Your business should have a core colour palette and an instantly recognisable logo. These are necessary to establish an identity in the public eye.

An identity will help your target audience connect with your business. Your brand will be at the forefront of your audience’s mind, strengthening brand name recall.

Furthermore, a recognisable brand will ensure you stand out from the crowd, i.e. your competitors!

Fun Fact:

Barbie’s signature pink is possibly Earth’s oldest organic colour. A 2018 study suggests that pink pigments appeared on the rocks beneath the Sahara desert 1.1 billion years ago.

6. Encourage Interaction

The Barbie movie has certainly gotten many people interested in watching it. Growing intrigue in the film has been further helped by user-generated content and challenges enticing people to get involved.

The team behind Barbie built interactive content to encourage people to engage with the campaign, i.e. sharing, commenting, and liking, which all helped it go viral.

For example, the Barbie Selfie Generator entices people to convert a selfie photo to a personalised Barbie movie poster. Also, individuals can opt for a Barbie filter and template to create their Barbie-themed image before sharing it on social media, such as TikTok and Instagram.

Again, this marketing strategy helped to build a Barbie community.

Tip 6:

If you want your audience to notice your business’s online presence, get them involved with your marketing campaigns.

For example, if your business is hosting an event and would like to promote it to a wide audience, you could design an online game for your younger audience and a photo tool for your older segment.

Many businesses wish to know how to grow Instagram followers organically – well, following Barbie’s approach to social media content, i.e. creating interactive content that people of all ages can engage with, is a step in the right direction!

Fun Fact:

@barbiestyle is one of the fastest-growing fashion channels on Instagram, with over 2.5 million followers.

7. Merchandising and Partnerships

One reason it feels like we’re living in a Barbie world now is because of all the Barbie merch and partnerships that Mattel have made.

Below are just a few of the Barbie-esque items currently on the market and companies Mattel has partnered with to promote the movie:

Microsoft, with their pink Barbie Xbox.

Ulta Beauty has a collection of hot pink beauty tools and accessories, including electric toothbrushes.

Crocs have fashioned bright pink shoes and fun charms.

FUNBOY has a range of Barbie pool floats and other beachy items.

BEIS is selling Barbie luggage, including cases and wallets.

Uno cards (not exactly a partnership since Mattel owns Uno!).

JOYBIRD has sofas, beds, chairs, and other pieces of glamorous furniture that enable fans to style their entire house just like Barbie’s!

The above-mentioned Barbie partnerships and merchandise clearly indicate that Mattel wants to reach a wide target audience, catering to all ages.

Barbie is no longer just about being a doll for young girls – the range of Barbie items enables fans to live like Barbie, too!

Tip 7:

Admittedly, most businesses do not have the budget or the connections to create merchandise to the extent that Mattel has. However, if your company has a strong brand, use the Barbie merchandise as inspiration to create your own branded merch.

For example, if you own a production company or dance school, branded t-shirts flashing your business logo and colours are a great starting point! They will help spread the word about your business and bring your team together, making them feel like a unit.

Additionally, nothing is stopping you from partnering with industry-related businesses that are on a similar level to yours. An ecommerce bundle is a retail trend of 2023, where products of two retailers are combined to create a bundle that people can purchase at a reduced price.

Lastly, consider influencer marketing. An established influencer can effectively promote your services/products on social media. Before you approach an influencer, research to ensure you choose one popular with your target audience.

Fun Fact:

The National Barbie Doll Collectors Convention, the biggest doll convention in the world, has been driven by doll clubs for over 25 years, proving that Barbie really does have fans of all ages!

8. Female Leadership

Barbie’s vision has always been to empower women, and although Mattel’s approach hasn’t always succeeded, the team behind the Barbie movie have made it evident that empowering women is still her goal.

Greta Gerwig, the director of Barbie, explores issues felt by women worldwide. She exposes sexism and holds a mirror up to the world, which is validating and highly-charged. Gerwig has labelled Barbie as ‘most certainly a feminist film’, and it couldn’t have come about at a better time.

Empowerment for young girls and women is just as important today as ever, and Mattel has recognised this. Gerwig realised this when she gave us a star-studded cast of diverse women in influential roles.

The pink movement, i.e. the marketing campaign behind the Barbie movie, signals Mattel’s commitment to equality. Their content directly speaks to females, resonating with their fears and desires, which has helped to build a strong fanbase.

Tip 8:

Consider your commitment to equality whenever you create a campaign.

Ensure your marketing messages effectively speak to your female audience by hiring more women.

Females of diverse backgrounds and cultures will add depth and authenticity to your marketing efforts, helping your audience relate to your business.

Fun Fact:

Barbie has had over 250 inspirational careers, including astronaut, firefighter, dentist, tennis player, pilot, journalist, and entrepreneur, to name a few.

9. Authentic Storytelling

As mentioned, the marketing campaign behind the Barbie movie has been an event in itself.

Each piece of content has worked to bring people into Barbie’s world, successfully piquing their interest and drawing them closer to the movie.

The teaser trailers, social media challenges, collaborations with other businesses, and, of course, the movie all work cohesively to create a story.

Furthermore, Barbie’s history, spanning 64 years, precedes the recent marketing campaign. With its highs and lows, her history brings authenticity to the movie, which is essential since the film mirrors much of Barbie’s past and present.

Tip 9:

Wondering how to create content that sells? Make cohesive campaigns, working together to tell a story.

Whatever your story is, ensure it aligns with your business values and that you remain consistent.

Most of all, understand the aim of your story.

Are you creating it to inspire, educate, persuade, or entertain? If you have a clear understanding of your story’s objective, you’ll be more likely to create content that pieces together to support it, providing a transparent and satisfactory narrative to your audience.

Fun Fact:

Before the Barbie movie was released, the term “Barbie” hit over 10M searches on Google.

10. Embrace Changes and Adapt

Whilst Mattel aims to inspire children, Barbie has faced much criticism over the years, some of it due to promoting unrealistic body standards, i.e. thin waist, pale skin, and blonde hair. Pretty much since her birth, Barbie has upheld these characteristics as social norms for females, leading to young girls and women having unhealthy views of their bodies.

“Barbie’s body was never designed to be realistic. She was designed for girls to easily dress and undress …”- Kim Culmone (Head of Design at Mattel).

To try and stay current, embrace diversity, and promote body positivity, Mattel has had to evolve with the world.

In 2016, the toy company introduced new lines to include diverse body types, which had been long awaited; however, Mattel still experienced a decline in sales between 2013 and 2018.

Of course, the new Barbie movie has been an enormous success. It is a welcome throwback for females who grew up with the doll, particularly since the film featured different Barbies from over the years (showcasing her different careers, cultures, and body types!).

Overall, the box office hit is the very essence of Barbie, with its whimsy, glamour, and sweetness – and maybe because it is very, very pink!

But pink, alone, was never going to cut it with today’s modern woman — the movie had to reach female consumers in other revolutionary ways.

The Barbie movie is subversive, showing the world in its true colours. It presents to us what many females already feel inside.

The story also focuses on big dreams and discovering who we really are.

For these reasons, the Barbie movie is empowering and eye-opening to many individuals. People leave the cinema feeling heard and inspired and can’t help but talk about it to those who haven’t seen it yet.

Word of mouth is a powerful tool and is a considerable part of Barbie’s organic marketing strategy.

Tip 10:

So how can you and your business follow Barbie’s lead?

Accept that the world moves and changes. That’s how brands grow. Things that were current last year may not be so now. Keep on top of the trends and move with them – even better, get ahead of them! Ensure that your business is fluid, not static!

Whilst the core values of your business should remain (but only if they still make sense in today’s world!) and your brand should be consistent, you must be willing to adapt.

As Gloria says in Barbie, ‘That’s life. It’s all change.’

Fun Fact:

In 1965, Miss Astronaut Barbie arrived, two years after Valentina Tereshkova became the first woman to fly in space and four years before Neil Armstrong walked on the moon.

To conclude, enhance your marketing strategy to help get people talking about your business by following these Barbie marketing tips.

Additionally, great content needs effective SEO (search engine optimisation) so that it gets seen by your target audience.

Need help with SEO? Consider a digital marketing agency like Fly High Media; we offer various services, such as SEO and content marketing, to boost the online presence of numerous businesses.

Contact us today. Our bespoke solutions are results-driven, so your business can rank on Google, increasing visitors to your website and overall conversions.

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Cracking The Code of CompareTheMarket’s Winning SEO Strategy

Lucy Hughes — Thu, 03 Aug 2023 12:17:28 +0000

Lucy Hughes

Cracking The Code of CompareTheMarket’s Winning SEO Strategy

August 3, 2023

Have you ever wondered how websites dominate search engines for specific keywords? Maintaining a strong online presence is key for businesses of all sizes. One company you will have most likely heard of or even used is CompareTheMarket.

CompareTheMarket is a well-known insurance comparison site, who have managed to make a real name for itself in the insurance industry. Their company name resonates with millions of consumers in the UK. They have successfully cracked the code by achieving the ultimate SEO marketing strategy to drive organic and paid traffic to their website.

In this post, we will delve into the secrets behind this incredible SEO strategy. From keyword implementation to link building, we will uncover the tactics and techniques that have boosted CompareTheMarket’s online presence.

Whether you are an aspiring marketer looking to learn more about successful SEO strategies or simply curious, come along on the journey to unlock the mysteries behind CompareTheMarket’s SEO triumphs.

See how you too can create a winning financial SEO strategy!

CompareTheMarket’s Basic SEO Metrics

For this analysis, we will be using SEMrush.

From the image above, you can see that CompareTheMarket has an authority score of 73. Normally, we don’t measure a website through this metric, but we can use it in this analysis as a comparative tool.

Domain authority on SEMRush is calculated by using link power, the amount of organic traffic and a website’s natural profile. The result is a number from 0-100, with the latter being the best authority score a website can achieve. Please note, that this is not a Google ranking factor!

With 5 million monthly organic users landing on this website through over 266.7k UK keywords, it’s no shock that CompareTheMarket is steaming ahead in SEO for insurance companies.

With 11.9 million backlinks from over 21.5k domains, they have generated relevant and authoritative content that other websites want to link to. We will discuss this in detail further in the blog.

Keyword Implementation

CompareTheMarket utilises a wide range of keywords targeting different stages of the funnel. Below, you can see a brief keyword overview of their SEO strategy.

In total, CompareTheMarket is ranking for 267.9k keywords. In this, 261.9k are unbranded, meaning users can find their website without using their brand name in the search query.

They manage to attract a large audience by utilising non-branded keywords. This audience reaches 5,100,000 users per month through organic search. If these users were generated through PPC means, it would cost roughly $17.6m per month to develop the same kind of traffic that their SEO has resulted in.

CompareTheMarket strategically implements its main focus keywords. Their H1 titles are optimised so they are not the biggest titles on the page, which would be the norm.

Instead, on main pages like their Home Insurance landing page, the H1 titles are the smallest. See below the screenshot:

Above, you can see the H1 title circled. ‘Home Insurance’ has been placed in a prime position at the top of the page so the user can see they are still on the correct page. However, they have made the CTA the biggest feature on the page, attracting more users to perform an online quotation for home insurance. The main focus keyword being the H1 title is helping the page to rank for home insurance keywords, and the enlarged CTA is converting these users into customers.

As well as using keywords in the titles and content, CompareTheMarket have included an FAQ section at the bottom of each landing page. We will use the home insurance landing page for an example again.

As you can see from the screenshot above, the FAQs included are questions that users would type in a search engine, like Google.

Answering questions like these can improve visibility in search engines, via featured snippets. After all, featured snippets account for 35.1% of all clicks on search engine results pages.

Their Backlink Profile Explained

With CompareTheMarket amassing a massive 11.4m backlinks on their website from 20.6k referring domains, it’s no surprise that this contributes to their successful SEO strategy.

Below is a graph showing their backlink profile since the website started. As you can see, there seems to have been a huge effort in terms of gaining backlinks to their website between January 2021 and March 2022. This led to an increase in backlinks of 261.17%.

Let’s take a closer look at the previous year.

Recently, CompareTheMarket seems to have had a drop off in backlinks. This could be down to removing toxic backlinks by disavowing them or part of their overall SEO strategy.

From March 2023 to July 2023, there has been a decrease of 18% in the number of backlinks on the CompareTheMarket website.

Upon closer inspection, this decrease in the number of backlinks is the result of ComparetheMarket removing backlinks. For example, one referring domain, a used car dealership based in the UK, lost 549 links to CompareTheMarket’s website between March 2023 and July 2023. Removing these links could have been due to an issue with the referring website at the time like 404 pages.

This backlink disavowal process will refine the users further who land on their website, improving the conversion rate.

Website Vitals

The page speed for CompareTheMarket is a little hit-and-miss. Whether it be on mobile or desktop, it is incredibly important to optimise websites to improve page speed. A few common issues which slows down page speed are:

Unoptimised images
Excessive HTTP requests
Unclean code
JavaScript issues
Not utilising caching techniques

Page speed is one of the key factors Google considers in their latest algorithm, which can affect rankings in search results.

Let’s analyse the top 5 landing page URLs on CompareTheMarket to look at their page speed and any opportunities which may help improve speed.

URL	Mobile Speed	Desktop Speed	Opportunities
Car insurance landing page	75	98	Reduce unused JavaScript and eliminate render-blocking resources
Home insurance landing page	82	92	Reduce unused JavaScript and eliminate render-blocking resources
Broadband landing page	78	92	Reduce unused JavaScript, serve images in next-gen formats, properly size images, defer offscreen images and preload largest paint image
Travel insurance landing page	72	97	Reduce unused JavaScript and defer offscreen images
Energy landing page	72	97	Reduce unused JavaScript

From the table above, the page speed on mobile is slower than on desktop. As of July 2023, 58% of organic website visits are made using a mobile device. Although the mobile speed isn’t awful, it can cause users to leave a website if it takes too long to load, increasing the bounce rate. The core vitals of a website directly impact the user experience of a website, impacting search engine rankings. Google prioritises websites that provide their users with a positive experience, allowing these websites to appear higher in rankings. CompareTheMarket have implemented lazy loading and compressed every image on their website to improve page speed, improving their SEO success. Users won’t stay on a page which takes a long time to load!

The Use of Structured Data

Structured data is coding which is implemented so search engines can understand your website content easier, and display this information in a rich or featured snippet. Using structured data is important to any industry, especially if you rely on organic search to generate leads and enquiries. As an example, we will use ComapreTheMarket’s travel insurance landing page. This page is currently utilising different types of structured data, such as:

Comment
FAQPage
BreadcrumbList
FinancialProduct
WebPage

The most important part of this structured data which will attribute to CompareTheMarket’s strategy is the FAQs on this landing page. Below you can see a screenshot showing one of the FAQs on the travel insurance landing page, and the associated featured snippet on Google formed using structured data. This would direct vast amounts of organic traffic to this landing page, increasing the number of conversions and sales. With CompareTheMarket also being a well-known brand now for comparing different types of insurance, the user would be more likely to click on this snippet as they trust this brand. Just to put a number on the success of this landing page from ComapreTheMarket, 300k organic users visit this page per month. Scroll down to see how we think CompareTheMarket can improve its use of structured data!

E-E-A-T and YMYL Considerations

YMYL stands for ‘Your Money or Your Life’ and covers anything that affects the health, well-being, safety and financial security of the target audience of pieces of content. In addition to this, EEAT stands for ‘Experience, Expertise, Authoritativeness and Trustworthiness’. You need to know that EEAT is not a ranking factor in Google, but a component of Google’s Search Quality Rater Guidelines to assess the expertise of content. CompareTheMarket regularly publishes written content in the form of guides and blog posts for users to find via search engines. However, instead of having one main blog page, they are separated into categories which can be found on the navigation bar under each insurance type. Anyone aged from 17 to 70 years and over may need to, at one stage, seek advice or help from CompareTheMarket, so their content needs to feel relevant and authoritative to audiences of different ages.

E-E-A-T – Experience

CompareTheMarket releases written content about personal experiences from their content team. This provides unique insights into their opinions. Take the page ‘Meet The Experts‘ as an example. These experts provide insight into their knowledge of the background of CompareTheMarket and their relevant past jobs, giving the users confidence that these guides are coming from knowledgeable sources.

E-E-A-T – Expertise

The authors of the guides and blog posts on CompareTheMarket must know their stuff to be published. For example, Felicity Hannah who is a Finance Expert, regularly publishes articles on CompareTheMarket’s website. In her author bio, she explains her past jobs working as a personal finance reporter for radio stations and on television. This bio also lists her impressive awards, such as ‘Household Money Journalist of the Year’. Users trust articles written by expert sources. This type of content can offer value to searchers and performs well under Google’s E-E-A-T.

E-E-A-T – Authoritativeness

The authoritative section refers to the overall reputation of the relevant industry. Google’s quality raters are told to review the authoritativeness of the content creator and the website overall. Take the article ‘Can I take out a joint home insurance policy?‘ as an example. This is:

Featured on the home insurance content page
Written by an insurance comparison expert
Reviewed by an insurance and money expert
Posted on a leading insurance comparison website

See below how this information is set out on their website:

E-E-A-T – Trustworthiness

This is the most important part of Google’s E-E-A-T SEO. The Google quality raters must take into account the creator, content and website. CompareTheMarket uses trustworthy original research in their content and opinions from industry experts, increasing the amount of trust users have in their content and their brand. For example, take the post ‘How the rise in living cost is impacting the adoption of electric vehicles – a data-driven guide‘. This concerns sensitive subjects that the user may be experiencing, such as the cost of living crisis. For this to rank in Google, it must be deemed trustworthy by the search engine and contain factual information at the time of writing.

Metadata Tactics

For users to click on CompareTheMarket in organic search results, they must have an enticing metadata strategy in place. Let’s use the most well-known type of insurance they compare – car insurance. The metadata for this page looks like this: The top shows what the metadata looks like in a Chrome extension, and the bottom shows what a user would see in organic search results. Notice how they include the price a user could save, not what the price starts at? That’s got to be attractive to a user. They strategically think about how they can adopt a user’s train of thought in what matters most to them when purchasing car insurance – cost. They also use their target keyword in both the meta title and description. In this case, it would be ‘compare cheap car insurance’, which is what the user would search for. Let’s look at how they adopt metadata strategies with blog posts with their ‘Annual vs Single Trip Insurance‘ post. Their meta title and description, again, both include a target keyword for the blog. In this case, it is ‘annual vs single tip travel insurance’ and ‘annual multi-trip or single-trip travel insurance’. The meta description is short and straight to the point for the user, containing a hook too. The hook makes it more likely for a user to click on their website in organic search results to find out more about the blog.

How Can CompareTheMarket Improve Their Winning SEO Strategy Even Further?

1. Ensure All Relevant Schema Is Used

Upon further research of landing pages, it seems as though some are missing some valuable schema opportunities. Take their Buildings Insurance landing page as an example. When researching this URL, it is missing FAQ schema to help Google understand their FAQ answers in more detail. This page currently has comment, aggregate rating, breadcrumb, product and webpage schema, but not FAQ schema. CompareTheMarket – take note!

2. Redirect Removed Blog Posts

When researching popular written content, we came across the post ‘How far can you drive once the fuel light comes on?‘, which leads to a 404 page. This is not good from a user perspective, especially if users are still finding this guide on the car insurance guides landing page! Below you can see where we found this link on the car insurance content page. CompareTheMarket, how are you going to keep users on your website if selected guides don’t work? The image above shows where this post is located on their website. A well-thought-out and planned SEO strategy can change your business. How can you adopt CompareTheMarket’s SEO strategy?

Contact Fly High Media today for assistance with SEO for your financial business!

Black Friday Statistics and Marketing Tips: A Guide to Help You Increase Sales Over Black Friday 2023

The Molly Mae Effect: Understanding Her Social Media Dominance

How to Create a Compelling Call to Action

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