Online Marketing – New Website, SEO, & PPC
History
Challenge
When Frank came to us for assistance he didn’t even have a brand, so we needed to help him develop a full branding strategy that would separate him from his competitors. Some of Frank’s competitors had a long history behind their websites, social media campaigns and PPC campaigns so we had to be aggressive with our online strategies. Frank was starting with a brand new URL with no history behind it so it would take a solid campaign to get his website ranked. His competitors were also spending a moderate budget on their PPC campaigns. Since he was starting a brand new company he would need to establish trust with his online audience to convey a quality experience that was worth the price of admission.
Process
We first performed competitive reconnaissance to determine what Frank’s online competitors were doing well, as well as gaps in their strategies that would allow us to infiltrate and capitalize. We worked closely with Frank to learn what his audience would expect to see and learn when they arrive on a kayak tour website and researched other similar websites around the world.
To supplement his online efforts we also designed accompanying rack cards Frank could distribute to local hotels, resorts and tourist attractions as well as water-proof business cards for his cross-media marketing efforts.
Results
Within 4 months of launch the Adventure Kayak Outfitters website had reached a page 1 ranking in Google and the website was receiving over 70 visitors a day. Approximately 10% of his traffic was coming from his social media sites, 25% coming from organic search, 35% coming from his PPC campaigns, and the Remaining 30% from referring sites and other Outbound Marketing. As his PPC campaign quality scores and landing pages were continually optimized, he saw his Cost Per Click decrease over a $1.00 per click even though he was still consistently placed above his competitors in the sponsored areas.