2 Websites against a well funded competition
This family business has been providing luxury services for 20 years. The business is complex, with a diverse set of activities.
After changes in the leadership team, new ambitious goals were set.
The performance of the 2 main websites had to catch up with a well funded competition.
The business is B2C, seasonal and multilingual, operating globally. First languages to grow are english and french.
Goals
- Increase total revenue (with sub-goals for 2 main activities)
- Increase average deal size by adjusting positionning
Existing Resources – Team
Before our SEO service started, the resources were:
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- an offshore agency for acquisition and website development, on the verge of of being fired
- a new offshore web development agency, taking over
- apprentice or interns for marketing assistance tasks
- freelance sales representatives specialized in the business vertical
SEO and Inbound Results
Traffic growth on the 2 websites
Our intervention started in December of 2019.
Lead growth despite COVID pandemic
SEO is not just for vanity traffic metrics.
Our work on lead magnets, qualified traffic generation and other CRO activities translated in doubling the amount marketing qualified leads.
Revenue Growth
Trailing Twelve Month revenue shrinking was contained during the pandemic, despite the industry being nearly totally halted.
Growth quickly restarted as the crisis was receding.
This was extremely challenging to achieve due to capacity being taken by cancelled trips being rescheduled.
At the beginning of Q4 2022 we beat the ambitious TTM goals set by the founding team.
SEO Work Conducted on the 2 websites
1. SEO Audits
To kickstart the outsourcing process, a series of SEO audits allowed us to identify the main areas for improvement and to list all the technical elements to be improved.
Action items were recorded, prioritized tracked and reviewed in the purpose-built tool jikko.co so no item slips through the cracks.
2. SEO Assistant
To support the internal team a part-time SEO Assistants conducts continuos improvement and implement the audit recommendations:
- SEO research (keywords, SERP benchmarks…)
- SEO and content briefs and outlines
- SEO Data analysis, retrospective of past experiments
- On-Page optimization, best practices enforcement
3. Content Writing
A Junior Assistant & Content writer subscription covers the following tasks, based on SEO assistant’s briefs:
- SEO article writing,
- Inbound / editorial article writing,
- Lead magnet creation,
- management of CTAs (Call to Action)
4. Growth Tempo™, Data Driven Coaching & Consulting
This unique blend of coaching and consulting agilifies the whole company
- cross-channel team coordination
- ideation of growth experiments
- ideation of B2C inbound marketing funnels (from contents to lead magnets to “tripwire” offers)
- maintaining a customer centric mindset
- build a modern marketing culture:
- test & learn action items, with constant review & retrospective
- a data driven habit, with a continuously improving dashboard and monthly reviews of the KPIs to feed the assistants
- sprint based for a paced energy and understanding the power of iterations
- monitoring of budget vs goals
As the months go by, the speed of execution increases, and the leadership team gets more sophisticate.
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Other Work Conducted
5. Branding / UX Design / Web Design / CRO
In collaboration with the existing web agency and using the GDD (growth driven design) approach we redesigned the brand identity, the website
6. Senior Acquisition (SEA / PPC) and SMA Remarketing
In parallel of SEO efforts, SEA and remarketing expand the acquisition process and provide real time data. CPLs of either channels are monitored and compared to optimize budget allocation in a data-driven way.
Challenges
Covid – Pandemic
1 quarter after starting the retainer, the covid 19 pandemic hit the tourism industry.
Borders closed, cruises got banned.
Our Agile management and the flexibility of outsourcing resources allowed the business to go through this crisis smoother than expected.
Marketing and Process
The team, family owned, and just out of a deep reorganization, had no direct experience in digital marketing.
The organization and processes needed modernization and structure.
