Digital marketing strategyLimo SFO Airport

Natalie NassrJuly 2017

Overview

1. Introduction

2. Customer Persona

3. Objectives and KPIs

4. Strategy & Tactics

5. Measuring Success

About Limo SFO AirportLimo SFO Airport offers transportation

services in the San Francisco Bay Area for an

affordable price.

Services: SFO and San Jose airport

transportation, wine country tours, hourly car

services.

Fleets: Executive Sedan, SUV, Sprinter and

Limo.

Business Model

Company makes money by providing transportation services to travellers across San Francisco bay area. Revenue streams are sales and tips. Prices are fixed, based on calculation miles and hours.

Customer PersonaDavid is a financial consultant, who works for a big company and travels on business weekly or biweekly within the US.

Since David travels often he doesn’t want to be overwhelmed by worrying about how to get to the airport on time. He finds a solution to book a car rides in advance together with airplane tickets. He knows that if his flight arrives earlier or later than scheduled, the driver will track it and arrive on time.

David definitely likes that he rides in a neat new car, that is driven by a professional driver and has a bottled water inside.

He likes to be on time in his point of destination and hates to wait.

David

Gender: MaleAge: Under 40Lives: In the cityStatus: Single

What customers are saying?“On time, most importantly communicates very well and knows our flight information whether early or late before we do. Great experience”

Derek

“Prompt with great communication and customer service. Comfortably traveled with a family of 4 with 6 large bags and baby gear. Will definitely use again”

Jung

“I have been using this company for around two years and have always had such a pleasant experience! The car is always beautiful and the driver professional and friendly. Great rates for executive transport”

Mando

“Impeccable service. Always reliable. Will get you to your destination safely and comfortably”

Thomas

Marketing Landscape - April 2017● A basic website, not optimized for SEO and no analytics

installed.

● Company does not have Facebook & Twitter accounts.

● Adwords account is not linked with Analytics.

● Email addresses are being collected but no email marketing campaigns have taken place.

Marketing Objective:To increase number of car service bookings through the website from 110 to 300 in order to exceed revenue of $20,000.

KPIs:● Conversions (number of car service bookings)● Sales bookings● ROI

StrategyIncrease brand awareness among San Francisco bay area travelers who are searching for executive car service to/from airport.

Tactics:Search Engine Optimization (SEO)Social media (owned)Paid Search (SEM)Email

Index StatusLimo SFO Airport - Before

Pages are not indexedNot ranked for any keywords

SEO

Search Engine OptimizationKeywords: Avg. Monthly Search Volume

Airport transportation 260Car service 1,300

Wins:

● Title Tags● Description● Headlines● Robots.txt● Sitemap.xml

Title:Limo SFO Airport: San Francisco Airport Car Service | California

Description:Limo SFO Airport exceeds expectations in SFO airport car service. Get to SFO on time in a black executive Sedan or SUV. Book your SFO Airport Transfer Today!

Headline:San Francisco Airport Car Service

Robots.txtModified to allow search engines to index the site

Sitemap.xmlAdded sitemap to help with indexation

Limo SFO Airport - After

The website is shown during an organic search and ranked for 65 keywords.

Organic Search Traffic

Organic Search Traffic increased 90% post SEO efforts.

Social Media MarketingChannels: Facebook, Twitter

Strategy: create social media presence.

Tactics:

● Create 3 posts / week (about the company & special offers)

● Like and share posts from travel groups & communities

Paid Search Limo SFO Airport Adwords campaign - Before

● Campaign type: Search Network only● Networks: Google search, Search partners● Devices: All (mobile devices +10%)

Weaknesses:● Adwords account is not linked with Google Analytics● Ads don’t have any extensions

Paid Search (Adwords) OptimizationAdded extensions:

1. Sitelinks extensions, each leads to different landing page

● airport rates leads to price page● book now to booking form ● fleet to page where listed available vehicle● contact us to page with contact information

Linkes are optimized for mobile devices.

2. Phone number extension.

3. Callout extensions to highlight strong sides of Limo SFO Airport.

4. Structured snippet extensions, which include services that Limo SFO Airport provide.

5. Price extensions to some cities.

Here is how an actual ad might look

Results of campaign improvementAdwords campaign before (03/05/17 - 04/30/17)

Adwords campaign after (05/01/17 - 06/26/17)

•Impressions 132•Clicks 52•CTR 7%•Avg. CPC 2.36%

Limo SFO Airport Email Marketing on different stages of customer journey

Advocacy

Share your experience with others

Loyalty

Promotional email about special offers and promotions

Conversion

Confirmation email after customer made a car service booking

Promotional Email

Measuring Success 05/01/17 - 06/26/17

Goal: to increase number of car service bookings through the website from 110 to 300 in order to drive revenue of $20,000.

KPIs:● Conversions (number of car service bookings)● Sales bookings● ROI

Conversions 05/01/17 - 06/26/17

Conversions (number of car bookings) = 207 69% of goal reached

Sales Bookings = $13970 69% of goal reached 05/01/17 - 06/26/17

ROI05/01/17 - 06/26/17

( (Gross Profit – Marketing Investment) / Marketing Investment) x 100 = 724% Every $1 spent on marketing campaigns brings $7.24 in revenue.

Thank you!