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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 there, I absolutely agree with Claire and Nick, get that pixel on your website as fast as you can, noting that the sooner you get it going, the more data you’ll have to draw on when you need it. I also note that your Instagram is really on brand and showcases your product well, but when I click through on my mobile to shop, some of the pieces are a little hard to find. Check that your product tags are updated and make the home page really clean with a nice big ‘Shop Now’ button. On my mobile phone your Covid message is taking up all of the real estate. It should be really obvious where I need to click in order to purchase something. When I hover over a product title can it highlight so I know to click it? You’ve got a great business there, and with the support I am seeing above I am sure things will improve in no time.