Digital Marketing Strategy Revamp
Elevating the online profile of a beloved wedding venue
The Task
Leverage data-driven insights, analytics and research to optimize marketing impact and return on investment.
Client
The Parlour at Manns Chapel
https://theparlourchapel.com
Delivery Time
Two months
A LITTLE
Context
The Parlour at Manns Chapel is a distinguished wedding venue known for its intimate events and unique vintage charm. The team at The Parlour has worked hard to define their brand and delight their customers, and they have a great website, active social media, and 5-star reviews to show for it.
Despite this, the team wanted to better understand the data behind their marketing strategy, to know what levers to pull to increase visibility, discoverability, and event bookings. The goal was to invest more deeply into the business, streamline marketing operations, and improve the return on investment using data-driven strategies.
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- Conducted audits for all marketing channels including social media, Google and Facebook ads, Flodesk email campaigns, and sponsored blog content.
- Completed an SEO website audit, including technical SEO, local SEO, and keyword analysis.
- Performed comprehensive market research and competitive analysis, looking at demographics, pricing, venue selection criteria, trends, and other facets.
- Identified baseline marketing performance and pinpointed strategy gaps.
- Optimized marketing tools in use and pinpointed new lead-generation opportunities.
- Provided actionable, easy-to-implement marketing strategies for the team.
- 22-page website audit covering Google Search Console metrics, technical and on-page SEO suggestions, and keyword research.
- 29-page marketing channels report reviewing social media, Google and Facebook ads, Google Business Profile, and Flodesk email campaigns.
- 32-page market research report with local demographics, pricing, competitive analysis, and Porter’s Five Forces Analysis.
THE FINAL
Result
In this project, I provided The Parlour at Manns Chapel with clear strategies to boost their visibility, engagement and conversions (in this case event bookings) in the Durham-Chapel Hill area.
I conducted a comprehensive audit of The Parlour's website, analyzing Google Search Console data, evaluating backlinks, assessing mobile performance, and reviewing content for SEO effectiveness. The audit of marketing channels highlighted robust performance in social media ads and engagement, pinpointed opportunities to refine search engine advertising, and recommended adopting a more cohesive and content-rich marketing strategy. My market research uncovered a target demographic of young, affluent clients seeking personalized wedding experiences in the area, with customer reviews underscoring the critical role of exceptional service and venue aesthetics in achieving high satisfaction levels.
By meticulously auditing marketing channels and the website, I identified crucial areas for enhancement. Implementing these specific recommendations significantly boosted site health, performance, and online visibility.
Below is a concise summary of the measurable results achieved:
- Technical SEO Improvements:
- A 9% increase in overall site health as per SemRush, reflecting a healthier, more search-engine-friendly website.
- Reduced total SEO issues by 26%, dropping from 124 to 112, streamlining site functionality and user experience.
- Local SEO Success:
- Quadrupled "Local Pack" appearances in SERP results from 1 to 4, significantly enhancing local search presence and engagement in the Durham-Chapel Hill area.
- Website Performance Enhancements:
- Achieved a 17% improvement in desktop site performance and a 16% increase in mobile performance, enhancing user experience and accessibility.
- Organic Traffic Growth:
- Implemented SEO audit recommendations led to a 4.7% increase in monthly organic traffic, from an average of 710 visits to 743.5 visits, improving online visibility and user engagement.