Month: August 2020

Creating and developing advertising on social media can be a minefield. When you get it right, great things can happen. But, if you get it wrong it can cost you a lot of money.

Gil David, Founder of Run DMG, has spent over 13 years in sales, marketing, and business management, as well as over five years running social media adverts for a wide range of clients, including beauty chains and ecommerce stores, online coaches, and nationwide fitness franchises. 

As someone who has worked with social media advertising budgets from a few hundred pounds to £150,000 plus, Gil has a wealth of experience and tips to share.

Gil delivered an insightful session on Facebook and Instagram advertising at a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District).

Gil’s first point may come as a bit of a surprise to many, he said: “One thing I won’t focus on in this session is targeting. It’s talked about a lot but it’s pretty straightforward to do and it isn’t as important as some of the other elements. 

“If you have a smaller budget, targeting might be more important, or if your product or service is much more niche. But if your product or service would interest a wide range of people and your main market is within Northern Ireland, the actual size of the market is too small to overly benefit from very specific targeting. 

“For example, in comparison with running advertising campaigns in America where there are millions more people.”

With that out of the way, Gil went on to explain some of his key tips and tricks to running successful Instagram and Facebook adverts. 

1. Get the Facebook pixel installed on your website

Gil explained: “This is a simple piece of code that you may be able to install yourself using a plugin or app, but if not, your web developer should be able to do this for you very quickly. The pixel is good not just for monitoring your ad performance but also for optimising adverts.”

To comply with the General Data Protection Regulations (GDPR) you should have a cookie policy on your website anyway, but if you install the Facebook pixel make sure to update this, along with any other Privacy Notices, so your website users know what data you are collecting and how you plan to use it. 

2. Don’t jump straight to the sales pitch

This is especially so if you aren’t a well known brand, consumers go through a process before making a purchase – they need to know who you are, they need to like you, they need to trust you, then they’ll make the decision to buy. 

“This process fits nicely into a sales funnel where your adverts aim to increase awareness of your brand in the first instance, then to encourage interest in your products and services, before leading to a prospective customer making a purchase” said Gil, adding: “From there you can retarget customers for more sales, or to cross-sell other products and services.”

It’s unlikely that you will achieve significant sales the first time you run adverts on social media. Potential customers should first become familiar with your company and understand the benefits that your product or service will offer them, before they make the decision to purchase. 

3. Get the creative right

When it comes to adverts on social media, it is estimated that the creative (or imagery) element used contributes 47% to the overall sales contribution (targeting is 9%). The image or still (if using video) needs to be eye-catching, with videos of 30 seconds duration generally being viewed as ideal. This depends on the complexity of the product or service you offer and the needs of your target audience. 

Square 1:1 ratio (1080×1080) or tall 4:5 ratio (1080×1350) works best on Facebook and Instagram and remember to include text or captions in the video because most people tend to watch with the sound off. 

4. Entice with good copy.

Gil said: “Your offer should state who you are, what you do, and give customers a reason for them to purchase.”

And he gave these examples:

• Bad Offer – We are NI’s biggest bed store. 20% off today!
• Better Offer – The widest range of beds in NI. 20% off today. 
• Best Offer – Say goodbye to sore backs and enjoy a great night’s sleep every time with our Snooze Guarantee. NI’s widest range of beds. Get 20% off when you shop today at Sleepys. 

5. Always be testing

Gil revealed: “Test as many versions of your advert as your budget allows for. Around seven out of ten ads fail. Check on your ad results regularly. You should know within 2,000 to 3,000 impressions if the ad is successful or not. Aim for a 1% click through rate, and around £1 cost per click. Though this can depend a lot on your product or service. Stop those ads that aren’t working and double down on those that are.”

Check out Gil’s full Lunchtime Learning on the Cathedral Quarter website: https://www.cathedralquarterbelfast.com/whats-on/lunchtime-learning-facebook-instagram-ads-doing-the-basic-well

To see more Lunchtime Learning sessions go to: https://www.cathedralquarterbelfast.com/lunchtime-learning 

Armagh County Museum, Market Place Theatre and Brownlow House follow Navan Centre & Fort and FE McWilliam Gallery in opening their doors

Several more of Armagh’s top visitor attractions will reopen their doors in August, including Armagh County Museum, Brownlow House and the Market Place Theatre, it was confirmed today.

FE McWilliam Gallery in Banbridge and Armagh’s Navan Fort & Centre reopened this week.

With new safety measures introduced which adhere to government and public and health guidance, Armagh Country Museum opens on Wednesday 12 August from 10am until 4pm and admission is free.

The oldest county museum on the island of Ireland and set in Armagh City’s beautiful tree-lined Mall, its collections capture centuries of stories relating to the people who lived, worked and had connections with this famous city and historic county. With collections ranging from local history and fine art to archaeology and natural history, this is the ideal place to experience a flavour of the famous ‘orchard county’.

You can also enjoy the museum’s newest exhibition, Troubles Art, which continues until October and which draws from the art collection at National Museums Northern Ireland featuring artists’ response to the troubles and border counties. Part of the Making the Future project, a cross-border cultural heritage programme funded through the PEACE IV Programme, managed by the Special EU Programmes Body (SEUPB), it’s definitely worth a visit.

Another place to explore this summer is Armagh’s much-loved Market Place Theatre – just a short stroll from the Mall – and is preparing to reopen safely for visitors from Friday 7 August. This flagship venue will be open from Thursday to Saturday every week from 10am to 4pm, welcoming visitors to view a fantastic photographic exhibition by Vincent Loughran in its spacious gallery.

The Market Place Theatre’s hugely popular interactive workshop programme will also resume on Saturdays throughout August. Places are still available for creating your own Macramé Plant Holder on 15 August. Unfortunately all other workshops are sold out. Booking for the Macramé workshop and further information is available by contacting the box office during its opening hours on 028 3752 1821 or through www.visitarmagh.com/marketplacetheatre.

Meanwhile, the grand Elizabethan Brownlow House safely reopens to visitors on Monday 4 August in Lurgan Park, Northern Ireland’s largest and most beautiful urban park. Built in age of grandeur and cultured tastes, Lurgan Castle as it’s known locally is an imposing building situated just a few minutes’ walk from the Lurgan town centre. Built in 1833, this Grade A listed destination should be on everyone’s itinerary this summer.

Visitor safety is a priority across all reopening venues and new measures are firmly in place for the everyone’s health and wellbeing.

For more information and ideas on things to do, places to visit, eat, drink and enjoy, www.visitarmagh.com.

Belfast’s First Citizen, the Right Honourable, the Lord Mayor, Councillor Frank McCoubrey gave his seal of approval as Titanic Belfast re-opened its doors, offering free admission for NHS health workers.

Belfast’s First Citizen was the first official visitor to the world-class experience since it closed due to the COVID-19 outbreak on 18th March 2020. At the sneak preview, he experienced Titanic Belfast’s one-way, self-guided themed tour throughout the galleries and SS Nomadic, which from the 1st – 31st August 2020 can be enjoyed for free by NHS workers as a thank you for their work during the pandemic.

Judith Owens, Chief Executive of Titanic Belfast commented, “We are absolutely delighted to open our doors again. Welcoming visitors, telling stories and creating experiences is what we do best. Now more than ever, we need the support of our city and Northern Ireland, and we’ve been working away behind the scenes to ensure that those who come to visit have a truly memorable Titanic experience. For us, home is where the heart is and this has never been more apparent. As one of Belfast’s iconic symbols, we are always keen to play our part and reflect the city’s spirit. While everyone in Northern Ireland has done their bit, our NHS staff, from emergency services to healthcare workers, were are on the front line dealing with the spread of coronavirus and this is our way of saying thank you to our local heroes for their hard work and bravery.”

Throughout the pandemic, Titanic Belfast was a symbol of Northern Ireland’s spirit and sported a colourful rainbow illumination at night as a display of positivity and hope and lit up blue for Clap for Carers as a gesture of its appreciation to the NHS.

The Lord Mayor of Belfast, Alderman Frank McCoubrey commented, “Titanic Belfast is synonymous with Belfast, it is an inspiring testament to RMS Titanic and our city. As First citizen, it was a privilege to be its first official visitor and experience the enhancements it has made for locals this year. There is no doubt that discovering the world-famous story on our doorstep evokes a sense of civic pride and I would encourage locals to support the world-leading attraction by visiting this summer.”

In addition to its one-way, self-guided themed tour, visitors will be able to experience its award-winning outdoor Discovery Tour, Titanic Foundation’s Out of Stores Exhibition and its new Maritime Mile Treasure Trail, which will be launched in August.

Kerrie Sweeney, Chief Executive of Titanic Foundation Limited, the charity that owns the iconic building, explained “Together with Titanic Belfast, we wanted to offer more for our visitors. That’s why we have opened our archives for the ‘Out of Stores’ Exhibition in Titanic Belfast’s Andrews Gallery for those who want to learn more about the men who built the ship and will be launching our new Maritime Mile Treasure Trail so that local people and visitors can discover the history ingrained in this area whilst enjoying this expansive outdoor space in the heart of the city.”

Titanic Belfast is ‘We’re Good to Go’ registered and its Galley Café will be taking part in the ‘Eat Out to Help Out’ Initiative. It will be accepting pre-bookings only and operating on a reduced capacity to allow for physical distancing. It has also implemented stringent protocol around hygiene, while staff will be practicing and encouraging physical distancing measures at all times. For those NHS frontline workers that would like to avail of the free admission must claim their ticket before their visit by phoning Titanic Belfast in advance. For more information visit titanicbelfast.com.