We provided a complete digital strategy with actionable suggestions, so they could better engage relevant audiences within proximity of the museum. We also provided creative examples on how they could evolve their brand look and feel to engage new audiences on-and-off-line.
We were given access to Brooklands’ Google Analytics as well as using our own digital marketing analytics tools to review both SEO fundamentals (Keywords, SERP results, landing pages, backlinks, referral domains) and core website statistics (website traffic, channel acquisition volume/split, website behaviour) – comparing results year-on-year to understand the performance of the museum’s own digital marketing efforts over the past 5 years.
The research included:
We looked in detail in to their content marketing efforts across social media – Facebook, Instagram, YouTube and Twitter (currently they don’t use Tik Tok). We reviewed frequency of posts, content themes, most popular posts, least popular posts, average engagement, increases in followers, video content versus static photography, look and feel of their timelines, breakdown of audience/followers (demographics) and compared the results to both the website traffic and our initial thoughts of the content themes we thought they should be creating to engage the different audiences that should be enjoying the museum.
We brainstormed other content ideas and themes that the museum could create on an ongoing basis, as well as suggesting social media growth strategies to grow their following.
We started by gathering insights from the thorough investigation in to their analytics, which we cross-referenced against other museums – both motorsport-related and generic. We examined the split between branded keyword search traffic and generic-discovery based searches. We found that 83% of the museum’s total organic search traffic on Google was from brand-specific search terms which meant that their online traffic was predominantly from users who had already heard about the museum in some form before searching on Google.
Less than 0.5% of their total search traffic was from generic-discovery based searches in the local area. However, the total website traffic generated within 1.5 hours of the museum was incredible and the local website traffic within Weybridge and Surrey was also much higher than expected.
The results showed that there wasn’t necessarily a problem with awareness in Surrey but there was a big opportunity to generate even more awareness from audiences outside of those who were already advocates of the museum.
We made recommendations with regard to the museum’s advertising and gave examples to bring the strategy to life.