There can be some negativity around email newsletters; we all receive too many of them and yes, some can become tedious and often ignored. However, don’t be too quick to dismiss newsletters as being wrong for your business – when done well they can be very effective at bringing high quality traffic to your website. High quality traffic that wants to buy from you.
Firstly, consider that you are talking to an audience who has already told you they want to receive news from you. These people have admitted they are interested in your product or service. At Tomahawk we often see healthy website traffic from newsletters on our clients’ Google Analytics accounts – low bounce rates and a high amount of time spent on the website. So, whilst there will always be a percentage who don’t...
Over the past month Google has changed the way Adwords is displayed on desktop search results. Have you noticed the difference yet? Here's how the changes may affect your business.
No more text ads shown on the right-hand side.
Up to four ads are now shown above organic (natural) search results – when previously the maximum was three.
Three ads are also now shown at the bottom of the page.
This means the number of maximum text ads has been reduced to seven whereas before there could be 11.
Why did it change?
Many people will say the answer is money, but by removing the ads on the right, Google has created a cleaner user experience that is more consistent with how mobile search is displayed. The right-hand space is also now used for other...
The Twitter community is buzzing this morning with ground-breaking news - a new set-up for the timeline has rolled out to a limited audience.
This change is to a relevancy-based feed, as opposed to the time-based feed that we’re used to. An algorithm determines this on the back end of the platform. The “instant” feed made Twitter unique, gave voices equal weight (visibility) and helped establish the platform as a premier news source.
An algorithm feed will prioritise tweets with higher reactions and “better” content, similar to Facebook. This is good news for advertisers, allowing brands to compete for relevancy and followers. It may be a problem for small businesses to have a voice however, in an increasingly noisy space, when timely posts may no longer be visible to the...
Learn how to recapture visitors who have abandoned your website and turn them into bookings!
Introducing New and Returning Traffic
There are two types of traffic that comes to your website: “new” and “returning”. If you have the chance, login to Google Analytics and take a look under Audience > Behaviour. How does your new and returning traffic compare?
Commonly, you’ll find your returning traffic stays on your website longer, viewing more pages. This is because the people who have come back for another look are those who are more interested in your product or service. Hence, your chances of converting returning traffic into a lead or sale is higher than with new traffic.
Therefore it makes sense to increase your returning traffic by encouraging more visitors back...
Facebook is making a need-to-know update to the News Feed, announced this week, that will affect the owners of business pages. This update will place a high priority on quality content to the News Feed. Posts that “feel” like ads or click-bait will be penalized. It may sound like a small change, but the effects on post reach will be significant.
This is good news for users, as it will ensure the posts you see are more interesting and relevant to you. For businesses, however, they will need to refrain from making posts asking for Likes and emphasizing the need to “click” on the post to force engagement. Software engineers from Facebook have recommended that businesses do not ask people to take specific actions (click on the post or links) or business will see “negative changes to...
Shoulder Season.Definition: Noun. The time of year right before and after high season when the weather is still favourable and tourism operators worldwide want more bookings. (Also: shoulder period)
With some forward planning and tactics before your shoulder season starts, there are tried and true strategies to stretch out the peak season and boost bookings.
1. Create a New Inclusive Package
Offering the ability to have an “easy to book in one click”, all-inclusive package motivates bookings. Create a multiple day stay with tickets to a local event, or negotiate a favourable rate with a local activity and/or restaurant.
Besides adding the package to your website and booking engine, add it to your business listing on TripAdvisor and be sure to promote on all online...