As a new entrant into the Costa Rican tourism market, they had their work cut out. They sought to establish a strong and credible online presence that would help them find new customers and grow their business. Digital marketing was identified as one of the key means to achieve that level of visibility in the US and Canadian markets.
Keyword Research and Competitor Analysis
We started off by doing keyword research that would serve as a road map for building the website and for developing content. Keyword research was carried out meticulously by our team using trusted and effective tools to determine the top keywords that the client should be targeting.
We performed a high level market research to understand the competitive landscape and also checked out the top keywords that the competitors were targeting. Relevant keywords to be included in our digital marketing initiatives were identified and shortlisted.
To develop our client’s business, a digital marketing plan was created, which included website development, search engine optimization, social media management, content marketing, paid advertising, and website analytics.
Our team created visually appealing designs including:
- Website design & logo
- Marketing brochures
Selecting a suitable WordPress theme, we created a responsive website for them that would help their prospects find them easily on the web, know more about the services offered, and get in touch with them. Being a WordPress-based site, the client’s team could easily make updates to the website content.
WordPress plugins were utilized to cater to specific features that our client requested. For example, website visitors had the option to book their vacation rental and choose specific client services they wanted to avail using a form. This feature was implemented with the help of a WordPress plugin.
Salesforce CRM was integrated with the website to help track and manage the leads generated via rental booking form and website inquiry form.
Search Engine Optimization
When developing the website, we ensured that all necessary on-page SEO techniques were accurately implemented to ensure its web pages rank higher in organic searches. Local search optimization was also done to provide high visibility for the website in local searches.
SEO performance reports were prepared at regular intervals to measure the effectiveness of the optimization efforts. Based on the reports, we were able to evaluate and modify our SEO efforts for better performance.
Social Media Management
We set up a presence on all major social media platforms - Facebook, Twitter, Instagram, Pinterest, YouTube, Google+ and Vimeo to promote brand awareness among users. Our team regularly updated all the platforms with timely and interesting content. Each social media post was chosen with much deliberation to ensure it appealed to users and engaged them.
Keyword research done initially served as a useful guideline when developing content for the client. Our content marketers carefully crafted topically optimized content for the website and social media pages.
Relevant and timely blog posts were created after a detailed research. Almost all the blog posts added were season-specific and relevant to the month that they were posted. Post snippets were shared on third-party sites such as Quora, Medium, and Disqus ensuring a wider reach for their blog.
Email marketing was also done to help our client stay connected with their customers. Monthly newsletters were sent out featuring latest deals and offers.
Google, Facebook, and Instagram ads were created to increase brand awareness and to promote specific client services. Target keywords were chosen based on the best combination of relevant keywords having low competition and high monthly search volume. Ad content was optimized to drive conversions and monthly ad campaign performance reports were generated and shared with the client for evaluation.
Using Google web analytics and social media analytics, we regularly measured the results of the digital marketing initiatives. The results were analyzed carefully and existing strategies modified and new strategies developed to drive a continuous improvement in business.
Anyone who is reading this must take a look at the collateral available at our website to see the quality of work QBurst did. You’ll get the impression that this fabulous piece of work is created by someone who lived their entire life in Costa Rica. But the reality is that they are a product by the content management and design team of QBurst sitting in India who have done a thorough research about Costa Rica.
Owner, New York