City CVB
Working with the Convention and Visitor's Bureau this City the entire goal of their social media and brand is to help promote tourism and inform visitors of places and things to do throughout their city. With their biggest audience on Facebook, I wanted to help them grow their Instagram audience and take advantage of the audience that is on that platform. My main goals working with this client were to: start implementing social stories & social highlights, to use and promote the link.in bio feature to help drive web traffic, enforce hashtags on all posts to have a maximum reach on every post, and create a friendlier overall tone to make travel more approachable through our accounts.
During the time that I worked with this client from 2020 to 2022, we felt the impact of COVID-19 in our social media numbers. Since this client's income is driven by tourism and the Hotel Occupancy Tax (HOT), we had our budgets cut for a couple of months due to budget restraints from the client's end. That being said, even with the social media budget cut I still was able to positively impact this City CVB's social accounts during my time working with them.
Audience Growth
From January 2020 to May 2022 we had consistent growth in our social channels, with the biggest increase in our Instagram, where we grew by 236%. You can see where the big spike is in March of 2021 due to an Instagram campaign we ran which will be explained in the next paragraph.
Instagram Campaign
In the above graphics, you can see the growth in the Instagram impressions, 281.5%, and engagements, 209.7%. The month of March 2021 was an overly successful month on Instagram with higher than normal numbers due to an opportunity we offered our followers to be an extra in a movie that was being filmed in Conroe if they followed us and tagged a friend.
Content Planning
Using social rhythms to show off different aspects of our client we made sure to dip into leisure, adventure, and weddings. Whenever choosing photos to post I would look for images that were:
Aesthetically Pleasing
Colorful
Clear and sharp
Inviting
Seasonal
Social Story Campaign
One of the ways I helped to grow their Instagram is by creating an Instagram highlight of all the events going on in the city every month. I made to sure incorporate the brand colors and aspects of the logo within the stories, along with making sure to include relevant information so our audience can easily be able to send the event to other users. I also made sure to tag businesses that were hosting the event to make sure we were building relationships with the businesses in our community to grow our reach even more. In every story, I would also add and hide hashtags so that we were having maximum reach there as well.
Facebook Ads Campaign
With this particular client, the use of our Facebook Ads Manager was to increase post engagement on our Facebook Page and link clicks to the website. The reason I chose post engagement for our monthly campaigns is that it allows the maximum amount of reach on every post, plus the use of the "Add Button" for a call to action on the ads aided in driving web traffic to a particular webpage I wanted to promote while also helping us get the most out of every post in terms of reach and engagement. In August 2020 we were able to start running monthly video campaigns that were short, evergreen videos highlighting this city's biggest tourism drivers: the outdoors, live music, food & drinks, and its history. These were videos that we would change out every couple of months so that we weren't oversaturating their audiences.
Website Traffic
Within the span of two and a half years, the website traffic has increased by 140.9%. Even though we had our ad spending budget cut for a while due to COVID-19, this increase in website traffic can be attributed to a multitude of things during my time working with this client listed below.
I started using the link.in bio feature on Instagram
I implemented more use of the "Add Button" within Meta's Facebook Ads Manager to help promote and drive website traffic
We had several Facebook Ad Campaigns using videos that drove web traffic to blogs written
Google SEO Campaigns assisted in driving more leisure travel to this city due to new offerings that have grown within the city
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