Digital Marketing Case Study: Island Inn Sanibel
Established in 1895, Island Inn began as the home of Will and Harriet Matthews who traded the harsher climate of the north for the more temperate, year round weather of Sanibel Island. After years of entertaining friends and family, the Matthews decided to turn their home into a boarding house. From this grew the gracious tradition of the historic Island Inn that now hosts families and friends from around the world.
Island Inn started to experience an increase in competition from third party booking websites. In addition, increased marketing efforts by competitor hotels decreased Island Inn click through rates, and increased the average cost per click. Notably, local competition started mimicking Island Inn’s local and digital marketing strategies. Island Inn needed a marketing strategy designed to spotlight their most unique features in order to convert pageviews into bookings.
InteractOne focused on increasing overall marketing efforts and established budgets specifically to get the highest Return On Investment (ROI) through pay-per-click (PPC). For Island Inn, the goal is to maximize the number of direct bookings at their inn for the assigned PPC budget and related tactics.
We started by switching email marketing platforms from Constant Contact to the marketing automation platform, SharpSpring. The switch allowed us to create a system to track users coming to the site via PPC as well as their actions on the website. We also remarket to subscribing visitors based on actions performed on-site. This helped to leverage the unique parts of the website, such as Island Inn’s beach cam feature, which has frequent direct traffic, but few conversions. When users want to catch a glimpse of the breathtaking views via the beach cam, a follow-up email is triggered through SharpSpring with content geared toward the weather and offers exclusive rates.
Finally, we utilized Google Tag Manager for better event tracking. Through better event tracking, we are able to focus the marketing budget to higher-value visitors, and report the ROI of each tactic to continually improve our strategy.
Island Inn saw vast improvement in their traffic year over year based on the above tactics. With continued optimization of the PPC initiative, even during slower travel seasons, Island Inn has a 17% lower cost per acquisition. The improvement came about by learning which key phrases and adwords copy garnered higher quality traffic that would convert into bookings. As a result, Island Inn’s on-site bookings and phone reservations have increased. Additionally, their social and referral traffic has seen a 96% increase, new visitors have increased 86%, and a there has been a 64% increase in pageviews per session.
If you are interested in learning more about how InteractOne can help you introduce and build your brand, break into eCommerce or market to your targeted audience, please contact us or call 513-469-3361.