OnboardOnline is a comprehensive digital platform for the yachting industry worldwide, offering yacht news, features and articles from around the globe.
The key to the success of any website is driving targeted traffic to it and, being aimed at yacht crew, the OnboardOnline site appeals to a very specific audience. As a brand new site, awareness of the new resource was minimal and a solution was needed to get the word out to the community and get users to discover what OnboardOnline has to offer.
It was identified that the target audiences are tech savvy and very likely participating on various social networking sites. This offered a great opportunity to integrate social media as part of the digital marketing strategy.
An initial strategy was outlined for managing three key social community channels; these were Facebook, Twitter and Google+ as an emerging platform. Following competitor analysis and their activities on the social networks, Vibe outlined a strategy that OnboardOnline would adopt ongoing to ensure they harnessed the opportunities that social media provides.
A competition was later proposed, purpose-built on the Facebook page as an additional outreach activity publicising the launch of the new site. This competition incentivised potential fans to like the page and enabled us to carry out extra outreach surrounding the page.
The result was increased awareness of the site and the OnboardOnline brand, going from zero to over 2,000 fans in just under two months. The Facebook page now boosts traffic to the website on average of 18% and the fan base continues to grow.
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If you’d like us to work together on your next project, pick up the phone, let those fingers loose on that keyboard or feel free to pop into the office and meet the team. We love hearing about all projects – large or small – so whatever it is, we’re excited to learn more about it; we even promise to have some chocolate digestives ready and waiting for you.
