The Irish Dance Party - Web-Dominance

The Irish

Dance Party

About IDP (Ireland)

The Irish Dance Party is a Dublin-based entertainment company, globally recognized for arranging and selling tickets for Irish dancing shows. The company is one of the market leaders that has grown over the period of 15 years. IDP is a significant player in the Irish cultural entertainment marketplace.

Challenge

Despite being well-established, IDP faced severe deterioration in online sales due to the dual whammy of COVID-19’s impact and competition from newer market entrants who invested heavily in digital marketing. The challenge was to recover and grow their online sales by optimizing digital presence, improving user engagement, and expanding a keyword portfolio.

Solution

Website Audit & Upgrades: We kicked off with a deep audit of the IDP website, pointing to key areas that needed to be improved: user experience, technical performance, and relevance of content. The findings from this audit came in handy for further upgrade efforts geared at improving site functionality and keeping users engaged effectively.
Technical & Content Optimization: Our team implemented technical optimizations to improve site speed and structure, coupled with conversion rate optimization (CRO) strategies to enhance the user journey. We also focused on content optimization to ensure that the website effectively communicated IDP’s unique offerings.
Keyword Coverage & Local SEO: Continuing to grow the portfolio of keywords for IDP was at the core of delivering more visibility. We created a dynamic, SEO-optimized content strategy-complete with a blog-to enhance keyword rankings. We also scaled up local SEO to make IDP rank for vital searches within its target geographic region.
Link Building & PPC Campaign Management: We conducted an extensive link-building campaign to increase the site’s authority and visibility. Additionally, we managed pay-per-click (PPC) campaigns to drive targeted traffic and maximize return on ad spend (ROAS).
Digital Marketing Enhancements: Other than SEO, we improved IDP's social media presence, crafted engaging blog content, utilized influencer marketing, and deeply trained sales managers on how to track and increase sales. A CRM system was also instituted with the purpose of smoothing sales processes and enhancing customer interactions.

Results

632% Increase in Organic Traffic: The combined SEO and content strategies led to a 632% increase in organic traffic, significantly expanding IDP’s online reach.
614% Increase in Google Reviews: Our efforts to enhance the Google profile resulted in reviews increasing from 70 to over 430, with an improved rating from 4.4 to 4.8, boosting the company’s online reputation.
1200% Expansion in Keyword Portfolio: The strategic expansion of keyword coverage led to a 1200% increase in the keyword portfolio, improving visibility across search engines.
4X Increase in Monthly Sales: As a result of the comprehensive digital marketing strategy, IDP experienced a fourfold increase in monthly sales, significantly impacting their bottom line.

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