Objective

The goal of the 3up digital overhaul was to increase the number of sales meetings booked with potential clients by optimizing the company’s online presence through Search Engine Marketing (SEM), Search Engine Optimization (SEO), and Pay-Per-Click (PPC) advertising strategies.

Challenges

1. Low Online Visibility: The company had limited visibility on search engines, making it difficult for potential clients to find them when searching for corporate retreat services.
2. Unfocused PPC Campaigns: Existing PPC campaigns were not targeted effectively, leading to high costs with minimal return in terms of booked meetings.
3. Lack of Lead Generation: The website was not optimized for lead generation, with a complicated booking process and low conversion rates on landing pages.

Strategy

1. Search Engine Optimization (SEO)

• Comprehensive Keyword Research:
  • Target Keywords: Identified high-intent keywords specific to corporate retreats, such as “California corporate retreat,” “team-building retreats,” and “executive retreat planning.”
  • Content Strategy: Developed a content calendar that included blog posts, case studies, and guides on planning corporate retreats, incorporating targeted keywords to improve organic rankings.
• On-Page Optimization:
  • Technical SEO: Improved site speed, mobile responsiveness, and fixed any existing technical issues that could affect search engine rankings.
  • Meta Tags and Descriptions: Optimized title tags, meta descriptions, and header tags across key pages to improve click-through rates (CTR) from organic search results.
• Link Building:
  • High-Quality Backlinks: Engaged in strategic outreach to secure backlinks from reputable websites in the business, travel, and event planning sectors, boosting domain authority and search rankings.
  • Local SEO: Optimized Google My Business listings and built citations on local directories to enhance visibility in local search results.

2. Search Engine Marketing (SEM)

• Strategic Ad Placement:
  • Targeted Campaigns: Created targeted Google Ads campaigns focusing on the most profitable keywords identified during the SEO research. Ads were designed to reach decision-makers in HR, operations, and executive roles.
  • Ad Extensions: Utilized ad extensions to provide additional information, such as direct links to booking pages, contact details, and customer reviews, enhancing ad relevance and CTR.
• A/B Testing and Optimization:
  • Ad Copy Testing: Conducted A/B testing on ad headlines, descriptions, and CTAs to identify the most effective messaging. The winning combinations emphasized unique selling points like customizable retreat packages and expert event planning.
  • Bid Adjustments: Used automated bidding strategies such as Target CPA (Cost Per Acquisition) and manual adjustments based on time, location, and device to maximize ad spend efficiency.

3. Pay-Per-Click (PPC) Advertising

• Retargeting Campaigns:
  • Dynamic Retargeting: Implemented dynamic retargeting ads that displayed specific retreat options and activities users had previously viewed, encouraging them to return and book a meeting.
  • Lead Magnet: Created a lead magnet, such as a downloadable “Corporate Retreat Planning Guide,” offered through PPC ads to capture email addresses and nurture leads through email marketing.
• Landing Page Optimization:
  • Simplified Booking Process: Redesigned landing pages with clear CTAs, simplified forms, and persuasive copy that emphasized the benefits of booking a corporate retreat with the company.
  • Conversion Tracking: Set up advanced conversion tracking to monitor the effectiveness of each landing page, ad group, and keyword, allowing for continuous optimization.

Results

• 4x Increase in Sales Meetings: The integrated SEM, SEO, and PPC campaign led to a 300% increase in the number of sales meetings booked, significantly boosting the company’s lead pipeline.
• Improved Organic Rankings: The client’s website moved to the first page of Google for several high-intent keywords, leading to a 44% increase in organic traffic.
• Enhanced PPC Performance: The optimized PPC campaigns resulted in a 31% reduction in cost per lead and a 36% increase in click-through rates, making the ad spend much more efficient.
• Higher Conversion Rates: The improved landing pages saw a 68% increase in conversion rates, meaning more visitors were taking the desired action of booking a sales meeting.

‍