Glebe House Cottages
Client sector: Tourism / Hospitality
Glebe House Cottages is a collection of eight self-catering holiday cottages located near to Bude on the Devon / Cornwall border.
McQueenie Mulholland have been employed on a retained basis for just over a year to look after all elements of the business website and its search engine optimization (SEO).
The client knew that in addition to this ongoing SEO work, there was more that they could do to reach out to potential customers and asked us for help with this.
Having clearly identified the profile (demography, geography and behaviour) of Glebe House Cottages guests, we recommended they embraced influencer marketing as a means to reach further and wider than they had previously been able to do so.
By undertaking research in to which influencers were likely to be a good fit for Glebe House, we drew up a short list of relevant and credible influencers which we then put to the client. It was important to choose somebody with a strong enough following. That said, as well as number of followers, we were also looking at loyalty, levels of influence and engagement.
The client decided chose an influencer from the short list that they were already familiar with. On the client’s behalf, we approached the influencer, offering them (and their family) a free weekend in one of the cottages, to be taken at their convenience. The influencer accepted the offer and stayed at Glebe House for a long weekend in January 2019.
The influencers posted regularly during their stay and tagged Glebe House Cottages in all posts (using their Facebook and Instagram platforms) with various ‘swipe up’ options so that their followers (of which there are, between three social media accounts, a combined total of over 600,000) could be taken straight to the Glebe House Cottages website. Following their stay, they also wrote a full review of their break.
The posts and review led to an overwhelming results for the client. Website users increased by more than 1000% in a month, with sessions up by nearly 750%. This increase in website traffic led to numerous customer enquiries and, importantly, an uplift in bookings for the client too.