How Seattle’s Premier Nightclub Destination Worked with Vox Social to Stand Out
Revenues for the bar, tavern, and nightclub business exceeded twenty-nine billion dollars in 2015. With over sixty-five thousand individual venues located across the country, fully nineteen million of us visited one in the last year alone. Nightlife and entertainment represents one of the biggest small business sectors in America and the industry grows more competitive by the day.
Despite today’s digital economy, word-of-mouth remains the single biggest influencer on consumer’s decision to eat, drink, or play at these venues. Leveraging the digital ecosystem to amplify that social buzz with tools like Local SEO, reputation management, digital optimization, and social media is a powerful first step in helping reach your potential. It is often under utilized by small business owners, who get overwhelmed with trying to stay on top of every digital change in addition to running their venues however.
Aston Manor, is one of the most stunning nightclub venues in the country. At 16,500 sq. feet, the prohibition-era themed dance hall is decked out from floor to ceiling in custom 1920’s stylized decor. It houses state-of-the-art sound and lighting displays, three full bars, stunning VIP access, and more. Lines outside the club form early as guests from Seattle, and around the West Coast, flock to experience Aston’s well known DJ’s, fire breathers, aerialists, and more.
The venue, as with many like it, depends on traffic to its website, not only as a space for building reservations and guest list but to drive the social engine that acts as the cornerstone of its marketing efforts. Generating buzz is critical and building critical mass is one of the most important functions Out of town guests regularly land there in an effort to get more information about the venue and its events.
When Vox teamed up with Aston Manor, the nightclub wanted, first and foremost, to help gain a greater understanding of how it could optimize its digital footprint to be more easily discovered across the web by these potential customers. This included how to earn the earn the top spot for organic searches like “Seattle Nightclub” and “Places to Dance”. Beyond just being found, the Aston Manor team wanted to do a better job of making itself sharable. Since so much of the venue’s traffic depended on social interaction, having easily sharable content that looked great across any platform was key.
Vox got started by scoping a comprehensive marketing strategy designed to transition the business’ disorganized digital footprint into a high functioning network of digital properties. Our first step was to overhaul Aston Manors’ website. This included:
- Full website redesign
- Migrated sited to branded URL
- Reorg of existing content around known search patterns
- Addition of a dual onsite content engines
- Instituted major improvements to site markup
- Added analytics integration
After rebuilding the company’s website, we went to work ensuring that the club’s meta data and content was consistent with showing search engines that it was an active nightlife spot and people were interacting with it.
We optimized the business’ social media accounts so that they were interlinked and verified through Google, Bing an other search engines. Vox added a “My Business” account along with other third party listings to help with local search. We also installed other tools, like tag manager, so that the Aston Manor team could see what marketing efforts were driving the best results.
The Look Back
Aston Manor just celebrated their third and busiest year yet. The venue now places first page for both organic and local search results and has booked more than two thousand reservations through its new website. Visitor regularly share the club’s events through social media, helping to build critical mass and digital word-of-mouth.
Vox can help improve the online visibility of your bar, nightclub, or tavern to. Please contact us for an initial consultation.