Helping Authors Connect With Readers Through Film Trailers
Learn how we helped Film 14 introduce their services to a widely expanded audience.
CHALLENGE
Digital Delane took on developing Film 14’s SEO optimization with the goal of increasing website traffic, conversions, and brand awareness. One of several related objectives was to drive authors to Film 14’s website in a tightly competitive market. We planned to implement various SEO optimization strategies to capture more users who were searching for book trailers or other promotional assistance.
To make Film 14 a well-known resource in the publishing industry, we also worked to ensure our keyword optimization only reached searchers who were looking for book promotion aids. We would accomplish this if we attained a significant increase in website traffic, conversions, and keywords ranking.
DISCOVERY
As we began work on the project, we discovered several critical issues we needed to overcome to effectively increase traffic from authors.
Key Issues Summary
- • Building brand awareness for Film 14 and establishing its role as the go-to book trailer provider in the market
- • Increasing website traffic through SEO optimization and paid search
- • Developing a strong digital CRM designed to increase conversions
- • Improving conversion rate by evaluation of customer satisfaction drivers
These digital marketing strategies gave us the opportunity to study current performance in website traffic and conversions, revealing opportunities for growth.
SOLUTION
On-page Optimization
Organic traffic
To improve website traffic and conversions, it’s essential for brands like Film 14 that target a niche market (authors) to focus on growing organic traffic consistently.
We identified what sets Film 14 apart from the competition. We identified who they want to reach and what these people usually search for in terms of book marketing. Then, we figured out how to position Film 14 in the competitive author services market.
With these results, we created a brand identity that says— ”Let’s share your story with the world!” Being a writer is about communicating the story you want to tell to your audience. We worked to help authors find that audience with cinematic-quality book trailers.
As part of our SEO campaign, we assisted Film 14 to reach a 1441.51% increase in traffic over a 9-month period.
Off-page Optimization
Our approach to SEO optimization includes continual analysis of keywords. First we identified current and potential keywords, then A/B tested them to determine which were the most effective. Every week, we carefully analyzed the results and made necessary adjustments to enhance the search strategy for Film 14.
By utilizing multiple SEO tactics, including “Evergreen” options, we assisted Film 14 to see a 445.60% increase in keywords ranking within the top 100 search results.
Inner Linking
CRM Development & Email Marketing
We then improved Film 14’s CRM and launched an email marketing strategy to streamline communications between clients and Film 14 using a free e-book strategy.
When a potential client visits the website, the FREE GUIDE tab implores them to subscribe to Film 14’s email list in exchange for a free e-book on How to Make Your Own Book Trailer. While some may find this counterintuitive, the book is an excellent sales tool in multiple ways.
First, reading the book gives the author an idea of how difficult making a trailer is, and in particular, how challenging it is to create a professional-quality trailer. Many authors who were considering making their own decide to reconsider engaging a professional to create this essential marketing tool.
Second, by subscribing to the email list, they will receive emails with news about new book trailers, promotional tips, and other information to remind them of the importance of creating a book trailer, and Film 14’s ability to provide a high-quality trailer. Because authors are often busy with other tasks like writing, editing, marketing, and sometimes even cover design, this email drip campaign provides them with reminders of why and how to create a professional book trailer.
This two-pronged approach allowed Film 14 to make the most of their newly improved traffic numbers.
Using proprietary tools and data analysis to understand which pieces of content require extra SEO optimization.
Web Development
Our team built a compelling, user-friendly political website from scratch, offering visitors a comprehensive understanding of Lamar’s mission, key issues, and campaign progress.
Backlink Profile
Our marketing team focused on placing content in authoritative domains, which helped us gain valuable backlinks for the Film 14 website. The more high-quality backlinks a site has, the better its ranking in Google’s algorithms. (“High-quality” is the key phrase here, as poor-quality backlinks can actually lower search ranking.) Our SEO experts created high-quality backlinks to drive traffic to the Film 14 site.
SEO Optimized Content Development
We proceeded to promote organic growth and engagement for the Film 14 social channels by creating and sharing social content and communications as part of our content marketing strategy. This also helped increase website traffic and engagement on social media platforms.
As with our other efforts, we continued weekly analysis and adjustments as needed to constantly optimize our strategies.
