CLIENT: GUIDE LONDON
Services: Digital Marketing Strategy + Website Optimisation + Search Engine Optimisation + Content Marketing + Email Marketing + Social Media Management + Pay Per Click (PPC) via Facebook
Guide London represents the membership of the Association of Professional Tourist Guides. Specifically, 500+ qualified and knowledgeable London Blue Badge Tourist Guides offering tours of London and beyond in over 30 different languages.
After a competitive process, Guide London hired Moxee Marketing in the summer of 2014 as their website was underperforming. In fact, they had no real sense of the number of leads being secured. Also, the website traffic was stagnant, and there was little to no social media presence — only 146 Twitter fans.
After throughout review of the website, competitors, etc., the following changes were implemented:
- Tweaks to improve the visual presentation and usability of the website
- Added a blog as well as social buttons to encourage sharing
- Repurposed existing content as well as wrote new articles
- Added call to action buttons throughout the site including the launch of GuideMatch service to recommend Blue Badge Tourist Guides to potential clients based on tour, date, language, mode of transportation, etc.
- Launched Facebook, Instagram & Pinterest social media channels
- Launched and managed Facebook advertisement campaigns
- Launched quarterly (now monthly) newsletter
- Set up tracking onsite as well as via Google Analytics
Results from this plan of action were:
- 116% growth in year on year unique website visitors
- 4 figure qualified leads generated
- 23K+ social media fans/followers across Facebook, Twitter, Instagram and Pinterest
- 100K+ monthly reach for Facebook posts targeted at international travelers with an interest in visiting London
- 7,500+ email subscribers
Based on this success, approval was given for a new website that was launched on May 16th, 2016.
Have a similar marketing challenge and want to take things to the next level? If yes, get in touch with Moxee Marketing.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.