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Reply To: I own and manage an independent gift and homewares retail store on Waiheke Island – islanddesign.co.nz – It was an existing business that I took over in 2017 and have since evolved to completely refresh the brand.  I had already added an ecommerce offer to our bricks and mortar store prior to COVID as part of a strategy to grow local trade and reduce the reliance on tourism – something that is more important than ever now!I’ve focused effort during the lockdown on updating and promoting our website through our social channels, as well as increasing the frequency of posts and varying the content (Facebook – @islandwaiheke / Insta – @islanddesignwaiheke).  However, I’m still struggling with conversion to sales. Facebook insights showed our recent ad reached more than 27,000 people, but got only 16 link clicks.  Despite using location, demographic and behaviour targeting, no one we know or canvassed could say that they saw the ad. How can I make our marketing more effective without increasing the investment? Is spend on Facebook worth the investment, or is there more I can do to improve organic reach? I’m doing everything myself at the moment and learning as I go with our social channels, but it can be somewhat overwhelming.  Without any income and the prospect of no tourism to Waiheke for the foreseeable future, I don’t have the money to spend on outsourcing this aspect of the business so any advice is greatly appreciated.  Thank you!

Hi – I have been officially “hustled” by Andy and am very happy to help.

The advice from Claire is spot on – you 100% need the Facebook pixel setup. This must be installed on your website and separately installed on your shopping cart. Once you have done this you will be able to better track sales from Facebook and especially important is showing FB who bought since this helps them to optimise for sales.

I agree that you need conversion campaigns and you can only do this once you have the pixel installed on your cart. What I also recommend is spending at least 30-50% of your ads budget on value add content that asks for nothing – informative, educational, humourous, etc – whatever matches your brand. Run targeted ads on this kind of content for engagement and traffic (facebook campaign objectives). Then, set up a custom audience in Facebook that includes everyone who has a) engaged on FB or Insta b) watched a video c) visited your website d) bought something in the past. This warm audience is the one to promote your conversion campaigns to.

To summarise.. show value-adding content to cold audiences using targeted ads, build warm and engaged audiences, then run conversion campaigns to sell to those warm audiences.

This might sound hard but only because you are learning it from scratch. The Facebook Blueprint course is a fabulous place to start and all of this would seem easy once you do that.

I hope it helps and good luck!