Marketing for Ferndale Guesthouse and Restaurant
Posted by Chris B. Kerndter on Juli 15, 2009, under SEO.
Since summer last year we have been working on the Ferndale Guesthouse & Restaurant Page.
The First Step was to bring the page up to technical standards, at the same time, we gave the page a new look, with the option of switching the design, when the restaurant interior is changed about four times a year. At this time, we built a static page, as we did not expect many changes. The traffic over last year’s season was not bad, with most traffic coming from Achill Tourism. At that stage there were not many search engine referrals.
Over the wintertime, we did a little adwords campaign, which brought a bit of traffic, but not with a very high conversion.
In spring of this year, we started to transform the Website into a blog and began an extensive marketing campaign, including a regular newsletter. All print material was updated to the design of the web page, including flyer’s, business cards, menus and ads in different publications.
We sent the first newsletter for the May Bank Holiday and got a fabulous response. We achieved a 42.8% opening rate, which is about double the industry average for restaurant newsletters. The click-rate was 9.2% which was about 250% above the industry average. With the second newsletter send out for the Achill Marathon, we were able to increase the click rate even further. The newsletter was designed to give a good mixture of story, information (activities, recipes, wine recommendations) and offers, which proved very successful.
At the same time we started to build a recipe database, with the possibility of downloading the recipes as pdf. So far different recipes have been downloaded over 220 times in six weeks. Through the newsletter, the new content to the web page and the regular publication of blog articles we were able to increase the number or visitors to the web page by over 50% compared to summer of last year. Of course the conversion rate as suffered a bit, as people looking for recipes will not implicitly come to dine or stay, so at the moment we are working at the exposure.
Lately we have made some usability improvements through simplifying and renaming the contact & enquiry form, as we found out that people seemed to use the contact form less and ring instead. People using the Contact & Enquiry Form now have the possibility of ticking a box for a callback service.
After finding out that the search term “achill hotel” is searched after about 4.5 times more often then “achill guest house”, we registered the domain achill-hotel.com and set-up an specially keyword-optimised landing page, to get some of that traffic too.
If you have any questions regarding the optimisation of your own business page, please feel free to contact us.
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