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www.castleford.com.au
ROUTE 66CASE STUDY: LEAD GENERATION & SOCIAL MEDIA
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P 03 | Opportunity
P 06 | Solution
P 10 | Results
P 13 | Resources
CONTENTS
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ROUTE 66
Route 66 offers tours with the famous ‘Route 66’ being the focal point. They primarily offer fully guided, self-drive tours meaning
they provide a road trip itinerary that allows people to take a trip without having to worry about the details. Route 66 offers
specific tours for spring, summer, and fall (autumn) which vary based on the seasonal conditions.
Castleford has worked continually with Route 66 since early 2017, including a recent campaign focusing on summer and fall
tours. This case study will look at this campaign.
Castleford’s editorial, social, and strategy teams worked with Route 66 on this campaign in order to drive the best possible
results.
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GOALS
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12 3GET IN TOUCH
BOOKING TOURS
DOWNLOAD ITINERARY
We worked with Route 66 to identify these goals and provide a service closely tied to achieving them. All goals ultimately
aimed to drive tour bookings, but softer goals allowed us to nurture those leads.
SOLUTION
Tailored content marketing for Route 66
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STRATEGISE, CREATE, AMPLIFY
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At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. Achieving the
goals set out for Route 66 involved contributions from our editorial team, strategy team, and our social media team.
Our unique Unit pricing structure allows us to remain flexible, adjusting the strategy as required.
WORDSEDITORIAL FEATURES
SOCIAL MEDIA CAMPAIGNS
DOWNLOADABLE CONTENT
WEB PAGE MOCK-UPS
EMAIL CAMPAIGNS & EDITORIAL FEATURES
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Editorial Features were written as a main SEO driver for this strategy. These blog articles would aim to
drive relevant traffic to the Route 66 website with the purpose of converting as many visitors into leads
or customers.
WORDSEDITORIAL FEATURES
SOCIAL MEDIA CAMPAIGNS The Route 66 offering is something very well suited to social media promotion, particularly Facebook.
Our social media team created ads which aimed to drive traffic to the itinerary and other parts of the
website.
CASE STUDIES & WHITEPAPER CONTENT
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DOWNLOADABLE CONTENT
WEB PAGE MOCK-UPS
Castleford’s editorial and graphics teams combined to create the downloadable itinerary which was
placed behind a lead capture form. Not only was this a key part of turning leads into customers,
creating these attractive and professional-looking assets was a great brand development exercise.
Castleford’s graphics and website development teams worked together to mock up and develop the
landing page that the itinerary download lived on. Following design best practice ensured a higher
conversion rate of visitors completing the form on this page.
WHAT THE NUMBERS SAID
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BLOG ENTRANCES
During this campaign, the blog
was able to drive 705% more
entrances vs. the same period prior to the campaign
FACEBOOK CONVERSIONS
This campaign saw a Facebook
conversion rate that was nearly
double the industry average (4.9% vs.
2.82%)
+74%
FACEBOOK CLICKS
As the Facebook campaign
progressed, the CPC dropped
enough to see a 200% increase in
clicks for the same dollar spend
200% -147%705%
BLOG EXIT RATE
The exit rate of the blog dropped 147% (23% vs. 58%) vs. the same period prior to the campaign
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WHAT THE CLIENT SAID
Castleford have taken over the SEO for Route 66 Tours and I have been very happy with the progress. The relief I feel knowing that our Website, Facebook & Instagram are all being looked after is substantial. We are seeing more customer enquiries and interest in our tours. We know that our company is prominent in search engines, and the results are looking good. We look forward to working with Castleford into the future.
Dale ButelOwner, Route 66 Tours
RESOURCES
Downloadable Whitepapers on topics covered by this Case Study
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WHITEPAPERS & EBOOKS
This is a selection of our Downloadable Whitepapers and Ebooks on a broad range of content marketing topics.
You can read about how content marketing works here, and browse more of our downloads here.
You can also subscribe to our fortnightly ‘Content Marketing Highlights’ newsletter, and find more valuable content in our Resource Library.
FACEBOOK MARKETING 50 tips and tricks to help you get Facebook marketing working for your business
SEO AND CONTENT MARKETINGThe leading roles both SEO and content marketing play in the digital marketing mix
INBOUND MARKETING BEST PRACTICESHow to generate higher-quality leads with inbound marketing best practices
THE FUTURE OF CONTENT MARKETINGYour guide on how to keep up with the ever- increasing rates at which content marketing evolves
USING SOCIAL ADS FOR LEAD GENMaximise your content marketing reach and generate leads through social media advertising
GOOGLE ANALYTICS GOALS How to use Google Analytics goals to tell you which content turns visitors into leads, and how much value that represents to your brand
LINKEDIN MARKETING 50 tips to help leverage LinkedIn marketing to build awareness and generate leads
WEBSITE REBUILDS50 key tips when creating your new site from a content marketing perspective
CONTENT MARKETING ROIThe essentials of content marketing ROI and how to drive bottom lIne results for your business
WEBSITE USER EXPERIENCE 60 actionable UX tips make life easier for your visitors and increase your chances of converting more of them into customers
WHITEPAPERS EBOOKS
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We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
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