Hot Spot Tanning had experienced what we call “marketing musical chairs” for several years. Multiple companies and agencies worked on the brand and business, which left inconsistencies and a lack of results. After going from agency to agency, Hot Spot Tanning was left with:
• A non-mobile responsive website
• No foundation for search marketing
• No map listings
• An inconsistent brand
The owner knew that she had to make a positive and lasting change, but she was frustrated with her previous experiences. She was promised the world, but ultimately all of her marketing relationships under delivered. We knew we would need to take it one step at a time in order to provide the best results and lasting marketing relationship.
Titan Web Marketing Solutions proposed and executed the following tactics:
Branding – The client needed a vector logo to accomplish her website design and marketing goals. We took the opportunity to update and refresh the logo while aligning our design with the established brand guidelines. The brand is widely recognized throughout the Middle Tennessee region and simply needed an updated look.
Website Redesign – To help Hot Spot Tanning attract new users and rank higher on popular search engines, their website needed to be responsive on a variety of mobile devices. With this goal, the new site website enhanced the user experience by:
• Effectively organizing all website content to clearly direct users down a specific path towards conversion
• Ensuring the brand was displayed properly throughout the entire website and all graphics, videos, and content.
• Highlighting strong competitive advantages and offerings
• Optimizing the website for search marketing goals
• Added unparalleled website security measures
• Improved website speed across all devices
To combat the lack of an online presence and search rankings, our search marketing team went to work claiming the proper listings and directories on Google, Bing, Yahoo!, Yelp, and dozens of other prominent online listings for each Hot Spot Tanning location in Middle Tennessee.
This extensive and consistent process took months to accomplish, but paid off by improving online rankings and website traffic. In addition, it took the cooperation of each Hot Spot Tanning store manager to help verify listings via phone calls and/or postcards. Each listing also contained optimized content and imagery to attract users.
To improve online rankings and visibility on search engines, specific and competitive keywords were strategically implemented throughout the website. Blog posts with dynamic and evergreen content were also created on a regular basis to assist with user education, search rankings, and marketing strategy goals. As a result, Hot Spot Tanning boasts the most prominent online presence amongst local and regional competitors.
To attract the attention of new and current customers, we implemented an email marketing campaign with educational content and promotional opportunities. The new website provides users the ability to sign up for the email newsletter easily. Over time, the subscriber list grew to several thousand, and custom designed emails are delivered on a regular basis.
Over the years, we have developed a strong relationship with the Hot Spot Tanning Team. By refreshing their brand and providing tangible results, we have helped their business prosper in the Middle Tennessee community.