Case Study - Dunja
Building an audience for a voice
“This is the voice!”: you know the tune. Along with some 900.000 fellow viewers, I settle down on Friday evenings, hoping for that one goosebump moment.
Dunja gave us a several of these goosebump moments in the 2014 edition of The Voice. Today she’s a professional singer who combines a career as a wedding and event singer with an artistic path where she brings her own material. To fund the latter, she needs bookings for the first. And that’s where Brandtag comes in. Our mission is a simple as it is challenging: put Dunja the wedding and event singer on the map and get as many bookings as possible.
Putting a wedding singer on the map
The strategy was no rocket-science. Unless you’re called Liz Taylor or Norman Mailer, you don’t need a wedding singer on a regular basis. Chances are you’re going to search for a wedding singer on Google. And you may ask your friends about it.
Obviously, Search Engine Optimisation (SEO) was in order to tackle the Google challenge. We used the Yoast plugin for her existing Wordpress website, filled out the metatags, optimised the copy and changed the layout of some of the templates to have a website that was as Google friendly as possible. After one month, we moved from page 7 on Google to page 2. Three months later, Dunja appeared on the first page. Nowadays, she appears within the first three results on relevant queries, such as ‘wedding event singer’ or ‘event singer’.
After one month, we moved from page 7 on Google to page 2. Three months later, Dunja appeared on the first page. Nowadays, she appears within the first three results on relevant queries, such as ‘wedding event singer’ or ‘event singer’.
We didn’t kid ourselves. Nobody makes a booking after a first-time visit - especially for such a life-altering event as a wedding.
From being found to getting booked
Once we could fairly assume that you would find Dunja if you were in the market for a wedding or event singer, we had to convert our visitors into actual bookers. Of course optimised the User Experience by putting all the necessary call-to-actions in obvious places, but we didn’t kid ourselves. Nearly nobody makes a booking after a first-time visit - especially for such a life-altering event as a wedding (again: if you’re not Mrs. Taylor).
So we invited our users to subscribe to our newsletter to stay updated on the latest news: new concerts, recordings, adapted formulas and a look behind the scenes. A simple Mailchimp setup with an integration of the subscription form in the website did the trick.
Results
Building organic traffic from day 1
The SEO effort brought organic traffic to the website from day one. Traffic increased steadily with an average growth of 25% per month since the launch of the website.
An astonishing 19% of the visitors subscribes to the newsletter.
4,4% of the website visitors actually contacted Dunja for a booking.
If you want to know more about how we can help you, why not drop us a line?
Building organic Traffic from day one.