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Through a comprehensive digital strategy, we've helped the Tabor Group to increase the number of online wedding bookings they receive for their beautiful venues.
Digital Account Manager
Natural Search SpecialistFollow @JasonClicky
Digital Marketing ExecutiveFollow @NicolaClicky
Digital Marketing AssistantFollow @ShannonClicky
The Tabor Group has been hosting weddings, functions and corporate events for over 20 years and now comprises four prestigious venues. Tabor’s ethos is to fulfil the aspirations of their clients by providing flawless service at their unique venues.
The overall aim for the Tabor Group has been to increase the number of enquiries for weddings and events year on year. We looked to achieve this goal by implementing a full-service digital strategy, whilst also aiming to intelligently improve the website through CRO and ProSupport. On top of the regular ongoing activity, we’ve worked with them on one-off campaigns to further improve their profile.
We began a long-term goal of improving and optimising search listings through organic search, to ensure branded traffic was being directed through organic results. Put simply, we tried to improve not just where the Tabor venues were appearing within Google search results, but also how they looked when they were displayed. Through on-page optimisation, as well as the improvements we have made to the listings themselves, we have ensured that the Tabor venues are displaying for key terms and that their listings are attractive for their users. Beyond this, we also revised and improved Google Map listings, and undertook a process of targeting and audience expansion, as we tried to ensure more and more people were discovering the Tabor venues through organic search.
With SEO focusing on acquiring as much branded traffic as possible, this freed up Tabor’s PPC budget to be spent on the more competitive areas of paid search. Our goal here was to identify, and then target, medium and longer tail search queries, whilst avoiding broader terms in what is undeniably quite a competitive industry. By targeting longer search queries, we were able to put Tabor venue ads in front of the users who they were most relevant for, for a considerably cheaper investment than could be acquired through targeting broader traffic.
Our expert front-end web development service, ProSupport, was crucial in achieving the overall strategic results for the Tabor Group. Although we do often liaise with client’s internal development teams, ProSupport allows our SEO and PPC teams to work directly with the developers who are working on the site, ensuring that the work completed is all geared towards ensuring the same goal. Throughout the strategy, our ProSupport developers have been working on the Tabor venue sites to ensure they are the best they can be for the audiences we are directing to them.
Throughout this strategy, our CRO team have been identifying, testing, and ultimately improving any areas or elements of the sites that could have been disrupting the user’s journey. By gaining a comprehensive and thorough understanding of both Tabor and its clients, our CRO team were able to effectively plan and test the user journey; from landing on the page, browsing the gallery, viewing pricing structures, right through to downloading brochures, and ultimately enquiring with Tabor’s sales teams.
Whilst relatively straightforward on the surface, the intelligence and research that went into this strategy was crucial to achieving the results detailed below. The acquisition of branded search traffic between SEO and PPC is a very fine balance to strike, and we were fortunate that Tabor trusted us with the time and resource to focus on a long term strategy we believed we could achieve.
We work on websites for three of Tabor’s wedding venues, Fennes, Quendon Hall and Warwick House. Whilst the overarching strategy may be the same for each, the work is unique, leading to excellent results across the board. Each of the results shown is from 1st March 2016-17 compared to the same period 2015-16.
Web & Marketing