There’s no denying the North of Boston area is one of the state’s gems with its beautiful beaches, delicious seafood shacks, castle-like estates, theatres, nature reserves, and quaint shops. Cities like Salem (the Witch City) and Gloucester (the oldest seaport in America) have shaped our country’s history and remain popular destinations for locals and tourists.
With this area offering so much, it is challenging to properly market everything. That’s where the North of Boston Convention & Visitors Bureau helps. Since 1955, this membership-based nonprofit has effectively promoted the North of Boston region as a top travel destination.
To increase membership and entice more visitors to visit Massachusetts’ Essex County, we partnered with North of Boston to revamp their marketing.
The first step was doing a makeover to their website. By adding more visuals and implementing an easier, more user-intuitive navigation, we were able to make North of Boston’s website look less like a directory and more like a virtual travel guide.
After developing North of Boston’s new website, we didn’t stop there.
With hundreds of listing pages, group tours & guides, and so much more, we strategically crafted on-site SEO page optimizations to help boost organic traffic.
From 2018 to 2019, they have had a 73% increase in organic search traffic.
In order to achieve one of North of Boston’s main objectives, we strategically implemented an arsenal of paid campaigns in display ads, paid search, and Facebook ads. These ads focused on getting more visitors to the website and users downloading their travel guide.
In 2019, we were able to achieve 1,150,316 impressions on boston.com and 938,582 impressions on bostonglobe.com. That’s not counting other prominent news websites such as bostonherald.com, weather.com, or nytimes.com.
Last year, our paid search campaign that focused on the guide resulted in 32,432 impressions, 4,119 clicks, a strong click-through rate of 12.7%, and a total of 841 submissions for their guide.
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