Lime Venue Portfolio is a national network of over 90 venues including Twickenham Stadium, The Oval, HMS Belfast and Beaulieu Motor Museum. Our goal was originally to support the launch of a new website, which became an ongoing month retainer for SEO work. After a successful first year of delivering SEO, we are now also supporting Lime Venue Portfolio with PPC services and some additional social media community building. Our KPIs were increasing enquiries from the website by generating more organic traffic through the full range of SEO techniques supported by content marketing.
We were very proud to have generated a 273% increase in organic traffic year on year, culminating in the best month in 8 years in terms of website traffic across all metrics: unique users, sessions and page views of the website. In addition to generating an increased volume of traffic we were also very happy that in our first 12 months of delivering SEO, it delivered the best return on investment of any marketing channel, including PPC delivered by an external agency and email and social from the internal marketing team.
Over a period of 18 months we have successfully increased organic traffic for the site by almost 300% via a combination of the right on page and off page SEO techniques. One of the most important parts of the project was to focus our time on creating the right landing pages with the best content to ensure we could rank for an increasingly broad range of keywords. Identifying the best return on investment keywords allowed us to not sink resources into landing pages which wouldn’t deliver users with thee right intent. We’ve now reached the point where over 95% of organic traffic comes from cold, non-brand searches.
Award Winning Marketing
We’re very proud of the awards we’ve won for our work with Lime Venue Portfolio. The first was the Hirespace award for Venue Portfolio Marketing and was awarded for “A venue group that’s excelled across various marketing elements and used them successfully as a whole to gain enquiries, while projecting a positive brand image for the group.” The second award that Lime Venue Portfolio won was the MIMA Award for “Best Website.” This award is presented to someone for “recently launching a new website or web campaign that you’re proud of and achieved great results, traffic or revenue.”
Thanks to our in-house content creation team, we’ve been able to support our search engine optimisation with content marketing through a variety of formats. Although we have done copy writing for landing pages and link building, one of our best success stories come for our award-nominated Unusual Market Report. An interactive webpage offering animations, video, research and interviews.
We were set a specific goal of supporting social media with community and follower building. Twitter was chosen as the best platform to focus on where we could identify quality followers already engaged with competitors. Since launch we have added an additional 400 followers each month to Lime Venue Portfolio’s Twitter account.
The most recent service we’ve provided for Lime Portfolio, we took over from a previous agency, 12 months after launching our SEO campaign. Although early days for the project, we have already reduced the cost per click from Adwords campaigns by 40%.