Discover Three Things You Must Consider When Creating Your Marketing Plan
(that most companies don't)
Get the guide now ↓
Discover Three Things You Must Consider When Creating Your Marketing Plan
(that most companies don't)
Get the guide now ↓
Case Study
Carolina Marine Group is a private boat tour company based in Charleston, South Carolina founded in 2014. They provide tour experiences from romantic sunset tours and bachelor/bachelorette parties to corporate events. They also offer yacht delivery and management services.
Carolina Marine Group’s owner, Captain Dave, was frustrated watching other boat tour companies head out on the water while his calendar wasn’t fully booked. He watched them come and go while his boats sat docked. He saw a sharp uptick in conversions after a website redesign and implementing an online booking system. However, he still wasn't getting enough tours scheduled.
Dave needed more customers and needed them fast. He had 3 boats and staff, and needed to get them out on the water. He contacted us to discuss additional ways of generating more customers. Marketing efforts at the time were focused solely on SEO.
Together, we discussed Carolina Marine Group’s ideal customer, website conversion rates, KPIs, and revenue targets. We walked Dave through The Strategic Blueprint™, a process we used to uncover important details about CMG’s ideal client, their online presence, and their competition. After extensive research and examining multiple opportunities and channels, we decided that Pay-Per-Click (PPC) would be the main driver.
Since Charleston, SC is one of the top 3 tourist destinations and one of the top 5 bachelorette destinations in the US, we decided to focus on party boats and bachelorette party cruises. Both of these services are the most profitable and the tours Captain Dave enjoys most.
We deployed search campaigns, remarketing campaigns, and display ad campaigns.
The focus was on bottom funnel conversions, targeting tourists or those planning a trip to Charleston in order to generate qualified leads that had a higher chance of converting.
Within 30 days Carolina Marine Group’s leads increased by 220%. After incorporating PPC, qualified leads increased from 30 leads per month to more than 95 qualified leads in one month.
Focusing on bottom funnel qualified leads created a sharp incline in sales as well. Captain Dave’s calendar was quickly booked solid, with profitable tours, and his boats were out on the water more than they had ever been.
