Executive summary: An organization needed to grow their organic engagement in order to increase awareness and overall traffic to website.
About Company: A large tourism organization dedicated to promoting a vacation destination.
Challenges: After assessing the primary purpose of the client’s social presence, we identified two key areas of improvement. Those included building a more engaged and dedicated social following and developing social media into a lead generation tool.
The biggest challenge was finding and developing engaging content for their social community. Each community has its unique facets that engage with the content and you have to figure out what that is because they aren’t all the same.
Another challenge we discovered, the company did not have content directed towards a specific target market.
How We Helped: We helped by focusing our efforts on building and fostering a dedicated organic social community by using several different social media channels. After establishing an organic community of followers, we then were able to use paid social targeting. By using this paid technique, it allowed us to help target users that are more relevant.
After using external data from Google Analytics, we were able to see what target market was interested after diving into Audience insights, more specifically Geo Location data and demographics. Then we were able to use this data to refine social media posts and advertising.
Results: We were able to increase social engagement across all social media channels by almost 3 times the industry average. We also increased email signups, by promoting specials and other exclusive news. This email signup tactic allowed us to increase email conversions by 65%.
The client doubled in organic engagement, again that was by creating several social media channels, which generated the organic traffic.
