However, implementing a digital marketing strategy with a focus on traffic growth has proven to be a challenge for TravelingMom. Corralling the efforts of over 60 extremely busy contributors is no small task; which is where we came in!
What is TravelingMom?
Founded by Kim Orlando, TravelingMom acts as a one-stop resource for families planning vacations. TravelingMom has earned a reputation of trust among its demographic. As a result, the overall strength of the dynamic network of contributors has flourished.
Like other large publishing sites, TMOM boasts a thriving network of dozens of writers. However, it is distinct in that each writer focuses on a unique niche, i.e., Camping Traveling Mom, Traveling Mom with Teens, Vegetarian Traveling Mom, Military Traveling Mom, etc.
Naturally, the varied interests, styles, and experiences of the moms rarely overlapped. So, since April of 2015, WASP has been working to unify the direction of the site, as well as set and meet the network’s overall goals.
So far, they’ve been paying off! In less than six months, monthly page views have grown an incredible…
Are you ready for this?
…225%!!!
In addition TravelingMom’s Facebook and Pinterest reach, following, and engagement have skyrocketed. While a lot of work, specifying SEO, content, and social strategies have paid off in a major way.
Here’s how we did it:
Organic Growth Strategy
We divided TravelingMom’s digital marketing strategy into three focal points. First up was a detailed SEO audit.
In order to help the network generate more search-engine friendly posts, we introduced them to resources like Google’s Keyword Planner, and showed them how to recognize and capitalize on current trends. Understanding that it is the world wide “web,” we mandated strict requirements on the number and type of links included in their content. The number of outbound links that took readers away from the TravelingMom website shrunk while on-site content links increased.
Additionally, WASP suggested implementing trending topics– and specific and relevant content based around them. These efforts helped result in a dramatic increase in organic traffic to the site.
Content Creation and Marketing Strategy
With the basics covered in the digital marketing plan, next up was a deep dive into the actual content being created by network members.
Production requirements were increased, and niches were expanded upon. Knowing that long-form is some of the most shareable content around, we also asked for more in-depth articles and stories. Since enacting these suggestions, TravelingMom has experienced a substantial increase in the amount, diversity, and quality of content being regularly published.
Not only have we suggested shareable and tending topics for the writers to use to create new content, we have also joined in on the process and have wrote our own TravelingMom content. Doing so, we have been able to show the network members how to effectively expand on the type, topic and voice of content that was originally being created – as well as how to write content specifically for social media.
Social Media Strategy
The final phase of our digital marketing plan was an engaging social media strategy. When we were first introduced, the TMOMs were heavily reliant upon Twitter and Pinterest for traffic. Unfortunately, they were all but ignoring Facebook.
WASP devised a targeted Like campaign, selectively boosted popular posts, and helped to optimize headlines, photos and preview texts. In less than six months, Facebook followers have grown massively! It’s even hard for us to believe that TravelingMom has 6X more Facebook followers than when we started, taking the total from just under 6,000 to over 37,000; and in the process the social media platform is now TravelingMom’s largest traffic driver!
Total page likes as of 9/16/2015.
Despite the immense progress, we’re far from finished. The TravelingMom site and every single one of its contributors knows there is still so much that can be done – which is why in the coming months, we’ve set our goals even higher. Even though these moms are well-versed in airline travel, the sky is the limit for them!
