Upgrading Online Presence for Increased Visibility
Opportunity:
A boutique event center in the Albuquerque area, wanting to push for increased visibility, asked us to review and rebuild their website which had gotten stale and outdated. In addition, they wanted to add social media strategies to their marketing mix.
Strategy:
To update their look, Breakthru oversaw the development of a new logo, and completely rebuilt the website, giving it a fresh, appealing look, and updated the SEO including inbound linking. We set up a general Facebook page and two targeted pages (one for weddings and one for Quinceañeras—a special coming-of-age event for an Hispanic girl’s 15th birthday, which is celebrated in many locations in the Southwest US), and also set up an updating program to note public events and news as well as engage “likers” in conversations about topics surrounding events and event planning. We listed the website and business in local and national event and wedding sites. In addition, Breakthru developed an email newsletter, designed to look similar to the website, in keeping with the branding. Newsletters were delivered to subscribers once a month with news, tips and articles of interest. The newsletters linked to the website, Facebook and Twitter pages and to the owners’ LinkedIn page. Using a social media managing platform (HootSuite) we managed all the content.
Results:
The new site was well received and visited regularly. According to the event planner on site, interactions from web hits increased more than three-fold. The event center received a much larger number of qualified leads from a variety of online feeder venues: the website request for information page, replies to the newsletter, and hits from the many event and wedding websites. The Facebook page grew to 200+ “likes” very quickly, and generated interest via Twitter. The bottom line was that the event center got the visibility they sought and began to fill up their calendar with events.