I use my supervisor role at The Black Dog to subsidise my freelance projects but the role also includes taking ownership of the marketing responsibilities for the pub and soon to be operational brewery.
When optimising the website for The Black Dog Beer House, Brentford, we were a completely new business therefore our SEO was the top priority.
Keywords; in content, metadata, titles & alt text
Google Apps; analytics, business & search console
Social Media Links
Regular updates of menus & images
Ensuring ease of user experience & mobile-friendly optimisation
50% of our traffic now comes from search engines compared to how most of our traffic came from social media for the first six weeks.
Using Squarespace’s analytics tool, I was able to take note of peaks in our online traffic. The first of which correlated with a Sunday Roasts social media post linking to the menu.
The other was from referral traffic from The Guardian and their article on why to move to Brentford.
Our highest traffic record so far was 4,000 unique visitors in the first month the pub & website were up and running.
Our success mainly comes from our consistent interaction with our community.
We’ll chat with them online just as you would when serving them at the bar, relaxed and colloquially.
I aim for a weekly re-gram of customer content to showcase their positive experience and to encourage others to do the same.
+ Brand presentation (similar warming effect on all images)
+ Hashtags, location check-ins
+ Caption to encourage post engagement
I’ll use analytics from each social platform to guide me on the best day & time to schedule posts for our audience.
I shall also check our engagement rates to see which posts advanced our strategy so I can create similarly productive content in the future.