2 websites against well-funded competition
This family business in the luxury travel industry has been providing services for 20 years.
The business is complex, with a diverse range of activities. Following changes in the management team, ambitious new targets were set. The performance of the two main websites had to catch up with that of a well-funded competitor. This is a B2C, seasonal and multilingual business, operating on a global scale. The first languages to be developed were English and French.
Objectives
- Increase total revenue (with sub-targets for the 2 main activities)
- Increase average transaction size by adjusting positioning
Pre-existing Resources
Before the launch of our support, the resources were as follows:
- An offshore agency for the acquisition and development of websites, on the verge of being laid off.
- A new offshore agency for website development, taking over.
- Apprentices or interns for marketing assistance tasks.
- Freelance sales representatives specialized in the relevant industry sector.
SEO and Inbound Marketing Results
Trafic growth on 2 websites
Our intervention began in December 2019.
x4,5
x3,5
Lead growth despite COVID pandemic
SEO isn't just about boosting "vanity metrics" of traffic.
Our efforts on lead magnets, generating qualified traffic, and other CRO activities have resulted in doubling the quantity of qualified leads (MQL).
Revenue Growth
The contraction of revenues over a rolling twelve-month period was contained during the pandemic, even though the travel and tourism sector was almost completely halted.
Growth quickly resumed once the crisis subsided. Achieving this result was extremely challenging due to the capacity blocked by canceled and rescheduled travel.
At the beginning of the fourth quarter of 2022, we exceeded the ambitious year-to-date (TTM) targets set by the founding team.
Travail de référencement effectué sur les 2 sites web
1. SEO Audits
To initiate the outsourcing process, a series of SEO audits allowed us to identify key areas for improvement and list all technical elements needing enhancement.
Actions to be taken were recorded, prioritized, tracked, and reviewed in the specially designed tool jikko.co, ensuring that no detail was overlooked.
2. SEO Assistants
To support the in-house team, a part-time SEO assistant is responsible for ongoing improvements and implementing audit recommendations, covering:
- SEO research (keywords, benchmarks SERP...)
- SEO content and strategy development
- SEO data analysis and retrospective from past experiences
- On-Page optimization and application of best practices, all for 2 sites in both French and English.
3. Content Creation
A subscription of a junior assistant and content writer covers tasks based on the SEO assistant's briefs, including:
- Writing SEO-focused articles
- Creating informative articles
- Developing lead magnets
- Managing Call to Action (CTA) elements.
4. Growth Tempo™, Coaching, and Data-Driven Guidance
This unique blend of coaching and consulting streamlines the entire company, including:
- Coordination of the cross-channel team
- Ideation of growth experiences
- Creation of B2C inbound marketing funnels (from content to lead magnets to tripwire offers)
- Fostering a customer-centric mindset
- Building a modern marketing culture: testing and learning actions, with ongoing review and retrospectives
- A data-focused approach, with a continually improving dashboard and monthly key performance indicator (KPI) reviews to empower the assistants
- Sprint-based for a rhythmic energy and understanding the power of iterations
- Budget tracking against objectives.
Over time, execution speed increases, and the leadership team becomes more sophisticated.
Other Work Undertaken
5. Branding / UX Design / Web Design / CRO
In collaboration with the existing web agency and using the Growth-Driven Design (GDD) approach, we redesigned the brand identity, website, and communication tools.
6. Senior Acquisition (SEA / PPC) and SMA Remarketing
In parallel with SEO efforts, senior acquisition through Search Engine Advertising (SEA) and Pay-Per-Click (PPC), along with Social Media Advertising (SMA) remarketing, expanded the acquisition process and provided real-time data.
Cost Per Lead (CPL) from both channels were monitored and compared to optimize budget allocation in a data-driven manner.
Challenges
Covid-19 Pandemic
One quarter into the contract, the COVID-19 pandemic hit the tourism sector hard.
Borders closed, and cruises were banned.
Our agile management and the flexibility of outsourcing resources allowed the company to navigate this crisis more smoothly than expected.
Marketing and Processes
The team, which was family-based and undergoing a significant reorganization, had no direct experience in digital marketing.
The organization and processes needed to be modernized and structured.
