Ambition
Semetrical began working with Golf Travel Centre in September 2017. The initial focus of our work was to completely redesign and build a new website for Golf Travel Centre. In January 2018, the new website launched and with this our social media activity began.
Our expertise in social media marketing has driven substantial growth for Golf Travel Centre, our primary objective was to promote the launch of the new Golf Travel Centre website.
Secondary objectives included to generate enquiries, grow the online community, increase brand awareness and boost engagement metrics.
We launched a Valentine’s Day competition two weeks after the website launch to increase brand reach, engagement, interactions and drive increased traffic to the website.
The work of Semetrical through the launch of our new website has created a springboard for us to grow. In particular the attention to detail regarding the user experience and various journeys has allowed us to showcase our product in a way that has never been seen before in our industry.
Strategy
Our strategy to drive website traffic, social engagements and community growth heavily utilised social media advertising.
Our strategy for the first month of the website launch was to promote the new Golf Travel Centre website, using social media advertising to drive traffic to the new site as an initial traffic source before our SEO work began. In order to successfully engage with interested demographics we began by identifying target personas and audiences who express specific interests in golf, golf holidays and golf travel – alongside the use of Facebook’s custom and lookalike audience targeting mechanisms.
Valentine’s Competition – This competition was created in a survey format in order for us to gather in-depth data on each of the entrants, which would then inform our future remarketing strategies. The competition offered entrants the chance to win a weekend away for four to a luxury and world-renowned golf hotel in Scotland.
Social media was the primary focus for the competition, with Facebook and Instagram advertising heavily utilised. We created a competition landing page on the Golf Travel Centre blog to host the competition, so that each entrant was required to visit the site to complete the competition entry process.
Two campaigns were created – one focused upon driving traffic to the website through link click advertisements, the other focused on driving engagements, followers and competition entries. Multiple ad sets and ad creatives were built to target these defined audiences.
Results
The initial website launch paid promotion generated exceptional results for Golf Travel Centre. With a total spend of £2k, generating over 36k clicks, 43k post engagements and a reach of over 200k users.
The Valentine’s competition was a success, with over 10.5k people entering at a 53% completion rate. Social media advertising generated 48k post engagements, 43k website clicks, 449k reach at a cost per engagement of £0.03p.
80%Total web traffic from social media Jan - Feb 2018
32%Increase in Facebook likes
10.5kCompetition entries
This has been combined with a fully structured social media campaign that has allowed us to see instant results. The key indicator of the success of their work has been our Valentines Day competition, that campaign in particular generated astounding levels of engagement across multiple platforms.
