How Three Channels Built Kalon Surf’s Booking Pipeline
Kalon Surf aims to be the premier surf school and resort in the world. Work hard, play hard is at the center of what they do, and through that ideology they created the best surf experience they always wanted to have. Kalon Surf reached out to Online Marketing Gurus in January 2020 for an integrated…
164%
Increased Social Ads conversion rate
1,073%
Increased PPC conversion rate
67%
Increase in organic conversion rate YoY
Services
Industries
- Hospitality
Challenges
- A need to translate authoritative, trusted offline reputation into a thriving digital presence.
- Kalon Surf already gets booked out year-round but wanted digital to get booked out further in advance.
- Planning to open a second location, so they needed digital to enable that key business expansion.
Our Approach
- Custom PPC and Social Media campaigns, painstakingly tailored to capture ready-to-book customers.
- Comprehensive onpage and technical SEO to catapult their website to the top of relevant rankings.
- Detailed gap analysis and competitor research to map online opportunity for quick wins.
The goal? Diving into digital the right way with a genuinely multichannel approach.
Strategy & Execution
- Granular audience targeting, reaching the right people at the right time with hyper-effective PPC and Social Media campaigns.
- Profitable keyword focus, optimising their site to only rank for the most relevant and profitable keywords.
- Structured link acquisition, monthly target anchors and URLs mapped to priority blog and booking content.
Key Results
SEO results within 12 months:
- Increased organic conversion rate by 67% (from 1.7% to 3.4%)
- Increased organic conversions by 144% (from 23 to 142)
- Increased organic visits by 105% (from 1,163 to 3,716)
PPC results within 12 months:
- Increased PPC conversions by 87% YoY
- Decreased PPC cost per conversion by 37% YoY
- Increased PPC conversion rate by 1,073% YoY
Social advertising results within 12 months:
- Increased Social Ads conversion rate by 164% YoY
- Decreased Social Ads cost per lead by 50% YoY
- Increased Social Ads leads generated by 200% YoY
Priority keyword ranking wins:
- Increased keywords in spots 1-3 by 124% in 6 months (from 17 to 38)
- #2 for ‘luxury surf camps’ – search volume: 40 (baseline 6)
- #1 for ‘costa rica surf vacation’ – search volume: 260 (baseline 7)
- #2 for ‘surf resort’ – search volume: 590 (baseline 10)
- #3 for ‘costa rica surf trips all inclusive’ – search volume: 10 (baseline 11)
- #4 for ‘costa rica surf resort family’ – search volume: 10 (baseline 11)
Further activity included:
- Increased, conversions for Adwords by 87% YoY
- Increased, conversion rate for Adwords by 1,073% YoY
- Increased, leads from Social Advertising by 196% YoY
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