Case Study: Salford Court Farm Log Cabins
A Bit About Salford Court Farm
Salford Court Farm offers beautiful lakeside log cabins and pods with hot tubs, nestled in the heart of the Worcestershire countryside. With a serene lake stocked full of specimen carp, people can also enjoy direct lakeside fishing, all located on a family-run, working farm.
The Strategy
Salford Court Farm came to Every Trick using a third-party booking system, which although was doing a good job at reaching people, wasn’t always reaching the intended target audience, meaning they weren’t getting as many bookings as they wanted to. The main area of focus in terms of reaching an audience was the fishing side of things. We created a comprehensive plan to increase brand visibility and in turn, generate more bookings for them.
The approach we decided to take to benefit the client most was as follows:
- A Landing Page Build – Creating the landing page design, then building and launching it after client approval to help track traffic and channel bookings through to the third-party booking system.
- Social Media Reach – Improve engagement/followers on social media through strategic paid advertising.
- Persona Builder – For the client to fill out to assist with targeting the desired audience and ensure we reach those people.
- Meta Ads – A targeted campaign, a remarketing campaign and a lookalike audience campaign.
The Project
Strategic Paid Advertising
In terms of campaign strategy, our plan started with producing a targeted campaign, that targeted specific, relevant interests, including fishing, frequent travellers within the UK and outdoor activities. Whilst working with a lower budget overall, the aim of this campaign was to funnel prospecting customers, and previous engagers/visitors into bookings. We used effective imagery directed straight to the landing page and engaging video content that showcases the accommodation and fishing.
We then produced a remarketing campaign running at a reduced budget to get previous engagers over the past 30 days back to the landing page to book. The audience we targeted for this campaign were Facebook engagers past 30 days, Instagram engagers past 30 days, and landing page visitors past 30 days. Again, we used effective imagery and engaging video content to show the cabins, pods and the fishing lake.
The last campaign we produced was a lookalike audience campaign. This campaign was set up to target the top 1% of people who look like the desired target audience, so people who have viewed similar accommodation, or have similar target interests etc. This was based on the persona information provided by the client. Once again, we used engaging imagery and video content.
Landing Page Build
The client came to us with no website, which we knew needed addressing immediately. We designed and built a relevant landing page to help boost brand awareness and authenticity and track traffic and channel bookings through to their booking system. After drafting this landing page we sent it over to them for approval, then launched it. They already had a Facebook page which they were posting regularly on and had the relevant links to the third-party booking system, but it was not effectively working to bring in bookings.
The Results
After just a few weeks of running the campaigns, we’ve seen some great results.
Overall, with clear data, we consistently see a strong number of link clicks come through and a very low CPC (cost per click). Likewise, we’ve had direct client feedback, seeing an increase in bookings and more enquiries coming through that are messaging the client directly. The campaigns are effectively reaching the target audience and generating interest on a daily basis.
If your business is in a similar situation and you want to see great results like these, don’t hesitate to contact our team to see how we can help!
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