Dee Bee Zumba

CARA PR Case Study: Dee Bee Zumba

Challenge:

Dee Bee Zumba was a small Zumba fitness class operating out of Manly Village Public School with very little visibility. It had no online presence, no Google Business Profile, and no SEO or backlinks. There were no listings on other platforms to inform people in Sydney or the Northern Beaches that a fun Zumba class was just a short drive, bus ride, or ferry trip away. Dee Bee Zumba faced the significant challenge of expanding its reach and attracting more participants. The long-term viability of the class, especially through and after the COVID-19 pandemic, depended on building a stronger presence. Specific challenges included:

• Establishing a basic online presence.

• Improving local search rankings.

• Increasing client engagement and interaction.

• Showcasing the energy and appeal of Dee Bee Zumba classes online.

• Effectively managing and leveraging online reviews.

• Creating partnerships and event listings to broaden awareness.

Solution:

CARA PR was engaged to elevate Dee Bee Zumba's online presence and implement strategies to address these challenges. CARA PR's approach included:

• Google Business Profile Optimisation:

  • Comprehensive optimisation of Dee Bee Zumba's Google Business Profile.

  • Ensuring accuracy and completeness of all information, including business name, address, phone number, website, class schedules, and service offerings.

  • Strategic use of relevant keywords, such as "Zumba Sydney," "Zumba Manly," and "Zumba fitness classes," to improve local search visibility.

  • Uploading high-quality photos and videos showcasing the lively and fun atmosphere of Dee Bee Zumba classes.

  • Actively managing and responding to client reviews to demonstrate engagement and build trust.

• Local SEO Strategy:

  • Implementation of local SEO best practices to improve Dee Bee Zumba's ranking in local search results.

  • Ensuring consistent NAP (Name, Address, Phone Number) information across all online directories and platforms.

  • Building local citations to enhance online presence and credibility.

• Social Media Enhancement:

  • Developing a content strategy for social media platforms (e.g., Facebook, Instagram) to showcase the energy and community of Dee Bee Zumba.

  • Creating engaging content, including class videos, client testimonials, and promotional updates.

  • Utilising relevant hashtags (e.g., #zumbafitness, #zumbasydney, #manlyfitness) and geotagging to reach a wider audience.

  • Encouraging client interaction through contests, challenges, and live sessions.

• Reputation Management:

  • Developing a strategy to encourage more online reviews.

  • Promptly responding to all reviews, both positive and negative, to show that Dee Bee Zumba values client feedback.

  • Highlighting positive reviews in marketing materials and on social media.

• Partnerships and Event Listings

  • Identifying and pursuing partnerships with local businesses, community organisations, and fitness centres to cross-promote Dee Bee Zumba classes.

  • Creating and managing event listings on relevant online platforms and community calendars to increase awareness of class schedules and special events.

  • Collaborating with partners on joint promotions and events to expand reach.

Results:

CARA PR's strategies delivered significant improvements in Dee Bee Zumba's online presence and client engagement. Key results, based on the provided Google Business Profile data, include:

• Increased Visibility:

  • 2,104 Business Profile Views: A substantial increase in the number of people viewing Dee Bee Zumba's profile.

  • Platform and Device Breakdown:

    • 1,331 (63%) Google Search – mobile: Demonstrates the dominance of mobile search in discovering Dee Bee Zumba.

    • 408 (19%) Google Maps – mobile: Highlights the importance of Google Maps for local discovery.

    • 264 (13%) Google Search – desktop: Shows that desktop search also contributed to profile views.

    • 101 (5%) Google Maps – desktop: Indicates some visibility through desktop map searches.

• Increased Engagement:

  • 236 Direction Requests: Shows that potential clients are using the Business Profile to find Dee Bee Zumba's location.

  • 309 Website Clicks: Indicates a high level of interest in Dee Bee Zumba, with users clicking through to the website for more information.

  • 37 Reviews: With an average rating of 5 stars, this demonstrates a high level of client satisfaction.

Conclusion:

CARA PR's comprehensive approach, encompassing Google Business Profile optimisation, local SEO, social media enhancement, reputation management, and the creation of strategic partnerships and event listings, significantly improved Dee Bee Zumba's online visibility, engagement, and reputation. The initial challenge of having no online presence was overcome through targeted strategies that broadened awareness and attracted new participants. The increased number of profile views, direction requests, and website clicks indicates that more potential clients are finding and showing interest in Dee Bee Zumba. The high volume of positive reviews reinforces the practice's strong reputation and client satisfaction. By optimising its online presence, actively engaging with clients, and building community connections, Dee Bee Zumba is well-positioned to attract new participants and ensure long-term success.