Our client runs a small, boutique hotel in Bath. He had owned the hotel for ten years before we started working together and the business was popular with its guests. The client came to Exposure Ninja to try to earn more bookings through their new website. He noticed that sites like Booking.com were eating into his margins and realised he could fight that by getting bookings directly through his website.
When we started working with this client, his website was earning between 50 to 135 visitors per day. Sadly, he wasn’t tracking any conversions, so we could only guess at the number of conversions his website was making before we set up Google Analytics.
Our focus for this client was on increasing their organic traffic and conversions. We ran a multifaceted Content Marketing and SEO campaign to achieve this. We initially did SEO groundwork for the campaign by researching target keywords, fixing website errors, improving website pages, and submitting disavow files for low-quality backlinks.
When we were confident the website was in the best condition, we ramped up a large scale Content Marketing campaign. We started creating blog content that we published on his website twice a month to improve ranking local ‘Bath’ related hotel and tourism keywords. We also start writing articles for other prominent local websites to increase the authority of the hotel website. These articles weren’t promotional — but entertaining, interesting and useful for the readers.
We realised we’d have to do more to make a splash with a new business. We decided to host a blogger event and identified a number of influential local and UK-based travel bloggers and invited them to an event hosted at our client’s hotel.
We partnered with the cosmetics brand Lush and a local chocolate company. Lush sent a therapist to the event to do treatments and product demonstrations. The chocolate company sent out beautiful chocolate boxes that the bloggers enjoyed. The quirky backdrops from the hotel’s uniquely styled rooms were used for photo shoots by the influencers for their social media and blog platforms.