Maximising what your location has to offer
As our BID is located in the south of London, one of our biggest challenges we face is to capture our target audience. They already have unlimited access to a wealth of local online information – so how do we invite and keep them coming back for more? How can we set ourselves apart?
Of course, getting the fundamentals right from the get-go is a no brainer, including:
So, we may have the basics nailed, but now the challenge is to stand out from the rest, look at ways to really drive traffic, boost page views and convince our audience that our website is THE destination for all things local.
And that’s where the power of offers comes in.
On our website – visitclaphamjunction.com – user intent related to offers is particularly high which, we’ve found, results in an extremely low bounce rate. One of our key priorities has been to seek out engaging and attractive offers; be that through direct contact with BID businesses, sourcing from relevant social media posts or encouraging feedback from businesses via regular email campaigns.
Harvesting the right offer information is an important task which can often be overlooked due to time constraints. It’s vital to ensure the content is frequently refreshed and to present a good mix of offers, representing different sectors including retail, entertainment, food and drink, and health and beauty services.
In our experience, the offer types which attract the highest level of engagement include:
Content is key - make sure the content explains exactly how the offer works, where it’s available and how long it lasts, with clear calls to action and links to relevant external websites if appropriate, plus internal website links i.e., the business directory listing.
Work together - where possible, work with a local business to create an offer which is exclusive to your destination website, generating a unique discount code for your audience. We all love a good bargain, and this creates a perfect opportunity to attract newsletter subscribers and visitors who enjoy exclusive deals.
Keep it simple - keep the content simple, easy to digest and remove unnecessary click through layers. And don’t forget the importance of good imagery – if the offer is from a local takeaway, an image of a mouth-watering dish reinforces why this is an offer not to be missed!
Save the date - a content calendar is a great reminder to source offers which tap into key dates and seasons throughout the year – e.g., Valentine’s Day, Mothering Sunday, St Patrick’s Day, National Curry Week etc – when consumers will be actively searching for deals.
Now we have our offers, we need to spread the word and build on existing organic website visits and page views using an integrated approach:
Creating engaging offer content and keeping it relevant and current takes time and effort, but it really is an area of a destination website which can reap significant rewards.
And don’t forget, after all the hard work of sourcing these great offers and building the content, be sure to share visitor and page view stats with your BID businesses. Demonstrating customer interaction with an offer and how it impacts a business will help you source more great content for the future, further confirming your destination website as the go-to source for all things local.