Client: Holistic Holiday at Sea
Successful online marketing requires a comprehensive campaign, which includes SEO, social media, and online advertising and PR. When a business develops an integrative Internet marketing campaign it is possible to achieve excellent results and to create a long-term comparison of these results. This kind of comprehensive approach can generate large overall increases in website traffic, as well as conversions. It is an approach best used by companies with a marketing plan focused on the Internet and a company website.
Internet Marketing Results
There are five graphs included in this case study.
Graph 1 – Increase of Total Website Traffic
The first graph shows an overview of the visitors to the website between March and December of 2011. Over the course of these 9 months you can see a comprehensive online marketing strategy has increased overall site traffic from under 3000 Visitors per week to 6000 Visitors per week. This is more than a doubling of site traffic in less than one year.
Graph 2 – Increase Organic in Search Engine Traffic
The second graph shows the increase in organic search engine traffic from March to December of 2011. The Internet marketing campaign executed during this time frame focused on content development for SEO. The creation of keyword targeted content on the website for both general keyword terms and “long tail” or niche keyword terms. Organic search engine traffic was increased by 100% over the course of nine months. This organic search traffic was increased by targeting multiple, specific keyword terms capable of attracting qualified website visitors.
Graph 3 – Increase of Traffic from Referring Sites, Online PR and Link Building
The third graph shows the effects of online public relations, link building and banner ads. The online campaign executed between March and December of 2011 focused on increasing the number of backlinks to the company website via online PR, link building and valuable banner ad campaigns on specifically chosen websites. These combined efforts increased the number of referring sites to the company website, and therefore the number of visitors being referred to the website increased as well. Taking a “quality over quantity” approach to link building ensures the backlinks created have the highest value to the search engines and therefore the most powerful, long-term effects. Over the course of nine months the traffic generated by referring sites doubled some weeks and the increase of highly qualified traffic has resulted in increased sales.
Graph 4 – Improving Google Adwords Performance
The fourth graph shows the effects of a well researched, tested, and executed Google Adwords campaign. Paid search strategies can generate leads, as well as closed sales, quickly and efficiently when Google Adwords set up, management, regular evaluations and campaign adjustments are handled properly. Until the Google Adwords campaign was reviewed and one – proper keywords were added, two – ad calls to action were developed, three – the highest priority website entry pages were identified, and four – average cost per click was analyzed the campaign did not produce. After these steps were taken, the paid search traffic doubled.
Graph 5 – Improving Social Media Performance
The fifth graph shows the results of social media efforts between March and December of 2011 executed as part of the comprehensive online marketing campaign.
