Our cost per lead from Google Ads has fallen from around £25 to £11 while the actual amount of leads has doubled. Display advertising costs have dropped from around £2.50 per click to now only £0.08 per click. Overall, our total cost per lead is down from £50 to £8 which is incredible.
Marshall Meadows Manor House is a luxury hotel, restaurant and wedding venue based in the North East of England.
The primary challenge set by Marshall Meadows was to increase the number of wedding leads that they were driving via Facebook. The target was to increase the number of wedding brochure downloads by 20% in Q3 and Q4.
There were also objectives to improve the overall clickthrough rate, increase the number of phone call clicks and drive awareness in Marshall Meadows’s local area via comments, shares and tags.
There are a number of stunning wedding venues in and around the North East of England, and competition is fierce, so it was highly important to keep Marshall Meadows Manor front of mind!
The first challenge was to ensure that the user’s journey was consistent and to do this we needed to ensure that all traffic was being driven to wedding-specific landing pages, making it easy for them to enquire about Marshall Meadow’s wedding services and download the brochure.
We optimised the campaigns towards driving the maximum number of wedding brochure downloads. Setting this up as a custom conversion meant that our campaign optimisation was specific to the objectives set by the client.
Because Marshall Meadows is based in Northumbria, we used previous data to define the geography of the users that we were most likely to convert, as shown below.
Our campaigns would target all stages throughout the marketing funnel. We would target users who were not aware of Marshall Meadows Manor, right through to recent website visitors & existing Social followers.
We had to ensure we had sufficient coverage throughout. Without driving volume at the top of the funnel, we’re suffocating the volume at the bottom! In order to achieve this, we split our campaigns out like so;
- Prospecting: Interests (Recently Engaged)
- Prospecting: Interests (Weddings, Wedding Dresses, Wedding Venue)
- Prospecting: Lookalike (Leads & Website Visitors)
- Remarketing: Website Visitors
- Remarketing: Social Engagers
Our ads had to be reflective of the client: Eye-catching, appealing & memorable!
Through the use of ‘real’ wedding imagery & actual images of the venue, it becomes easier for people to picture themselves at their own wedding. They can see how their own wedding day might look and it creates a sense of aspiration & intrigue.
Although primarily a Wedding venue, Marshall Meadows Manor also caters for ‘mini-breaks’. During summer 2022 they introduced their ‘Glamping Pods’ – this gave us a perfect opportunity to raise awareness of these stunning pods and start driving enquiries & bookings.
These additional campaigns have driven a huge amount of interest & enquiries – since going live, they have been responsible for over 390 phone calls to the client!
Paid Social Manager
The team at Digital NRG have been fantastic to work with. They worked hard with us to understand our business before providing a detailed strategy. Once implemented we saw some quick wins. The regular face to face reviews means we can continue to develop and identify opportunities. As a company they are truly one in a million.
We were first introduced to Digital NRG shortly before lockdown. The team at Digital NRG came to see us and really took time to understand our business and what we were looking for with the website and the ongoing SEO support.
In relation to the SEO, Digital NRG nailed what was required and pretty much as soon as we went live, we were getting enquiries through the website. I can’t recommend Jack and the team at Digital NRG highly enough, they really are great to work with.
The work they [DNRG] have done has been a transformation to the business. As a company we have moved online and we are continuing to grow month by month with our online sales. Having started on SEO, they now manage our Google Shopping & Ads since they are always looking to improve the way we get new customers. Year on year, we’ve seen conversion rates increase from 0.85% to 6.05% and their ongoing support and communication is exceptional.
After being introduced to Ian from Digital NRG I knew this was the guy we were looking for to advance our SEO campaign and grow our presence online. Ian and Alex have quickly proven their knowledge in their field which is 2nd to none, proving not only with huge growth in traffic but also there to help with other duties online that may require further in-depth knowledge. These guys are super easy to work with a friendly approach. They are there to support the growth of the business at hand.
A very professional and thorough service with attention to detail, Kian is very easy to work with and is constantly feeding us with information and results of our campaign. Kian goes out of his way to inform us of the latest news and recommendations wherever possible. We feel this service is a vital part of our business and would highly recommend it as a great investment
The work carried out by the DNRG Social team has certainly helped us grow as a business and they have driven an exceptional amount of leads since the campaigns went live. Andrew, Rob and the team are very easy to work with and nothing is too much effort for them.
We have been working with Digital NRG now for a number of years and they have been excellent. We recently have had a new main website built which is fantastic and a second one developed for our new home lift department. The service provided is first class and we look forward to working with you for the years to come as we grow as a business.
I’ve worked with DNRG for several years now, and I’d recommend them in a heartbeat. They manage our full digital activity, from Google Adwords and social media remarketing to SEO, CRM management and email marketing; and they do so for several other brands across our wider group of companies too. We get the majority of our leads from our work with DNRG. They work closely with us to understand our customers and our business, and they consistently keep us up to speed with the latest market insight and best practices for our website. They are experts in their field and our internal teams could never keep at the forefront of digital marketing like they do. The team are a pleasure to work with, down to earth, and explain everything in a simple but expert way. They are a trusted, critical extension of our team.
Digital NRG are fantastic to work with. They have experts in every aspect that makes up your entire digital and online world. Great team communication and very good when translating into a language and a level that us mere mortals understand. They’re very careful with your budget and very quick to react when one direction isn’t quite working. Always keen to make sure you’re getting good value for money. I can’t recommend them highly enough.
‘At The Aerial Man, we specialise in aerial and satellite installations for residential and business customers to receive Freeview and Freesat. We also now offer CCTV and Wifi installations. Working with the team at DNRG, we have established a great presence in the region and have found the best way to communicate with both our new and existing customers.
The DNRG teams are my friends and supporters. They never talk down or throw jargon at me and they are always happy to help. DNRG have some great new products on offer which should improve the way we communicate without customers that we plan on taking up, and we have a very exciting project in the works with them.’
The DNRG team has worked closely with us to understand our business and wide range of products, and this has been reflected within our keyword rankings and the growth of our organic and PPC revenue over the past year. Their communication is brilliant, and they are genuinely a lovely bunch to work with.
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