location-based services
Nightlife & Lifestyle Brand: Rebuilding Momentum After a Relocation, Online and In Store
How a coordinated social, local search, and e-commerce optimization strategy restored visibility for an entertainment venue and turned its companion online store around.
+275%
Engagement
Increase in monthly clicks from Google Business Profile to the venue’s website
+100%
Conversions
Increase in Google Ads conversion rate for the e-commerce store
5%
Discovered conversions
Identified from single weekly social product posts, the insight that shaped a full content calendar strategy
Platform:
Shopify, Google Ads, Meta
Tools:
SemRush, Ahrefs, Google Business Profile, Google Search Console, Google Analytics, Excel
Location:
Latin America
Scope:
Social media optimization, local SEO, paid social advertising, e-commerce UX redesign, email marketing, content strategy
Company Size:
5-10
The Client
An entertainment venue with a companion e-commerce store selling clothing and accessories to its audience. The venue runs themed events on a rotating monthly basis, with events held Friday and Saturday nights alongside regular weekly programming, and serves a Spanish-speaking audience. The venue recently relocated, and marketing activity had been scaled back during the transition, affecting both event attendance and store sales.
The Challenge
01
Reduced visibility after a location change
A recent relocation had pulled marketing attention away from day-to-day promotion, leaving existing and prospective patrons without clear, current information about the venue’s new location and event schedule. This had a direct impact on walk-in traffic and ticket sales.
02
An online store generating traffic but not converting
The Shopify store’s Google Ads account was in place but converting at only around 1%. The store’s site structure and browsing experience weren’t set up to guide visitors toward a purchase.
03
Underused social channels
The venue’s Facebook page wasn’t reflecting current events, and the store’s Instagram presence showed early signs of strong customer interest in product recommendations , but that content was only being posted once a week.
The Approach
Phase 1
Re-establish the venue’s local and social presence
Rebuilt out the Facebook page with monthly event-themed banner graphics and complete business information to strengthen local citation signals. Began consistently listing events in the Facebook Events section, which surfaced the venue’s reopened location to past patrons and enabled RSVP activity that hadn’t been happening before.
Designed and ran Facebook ads for club events multiple days a week to build on that momentum. In parallel, optimized the Google Business Profile listing and began posting event photos and updates regularly, which directly increased click-through from the profile to the venue’s website.
Phase 2
Diagnose and fix the store’s conversion problem
Conducted keyword research and launched new Google Search ads, which increased traffic to the storefront but did not immediately move conversions. Implemented heatmap analytics to study on-site user behavior, then used those findings to redesign the Shopify store’s UI/UX, restructuring product categories into clearer, more intuitive groupings that created a stronger shopping narrative between related items.
Optimized product display pages, and worked directly with the client’s staff to improve product photography and rewrite product descriptions. Built new dedicated landing pages to pair with the Google Ads campaigns.
Phase 3
Build lifecycle marketing around real customer data
Segmented customers based on Shopify purchase history and wrote targeted email campaigns for each segment.
Phase 4
Turn a promising signal into a repeatable content strategy
Noticed that e-commerce sales rose measurably whenever product recommendation content was posted to Instagram, despite that happening only once a week. Built a full content calendar strategy around product recommendations and product pairings, then extended the same strategy to a new Twitter account to open an additional traffic channel to the store.
The Result
Local engagement rebuilt from the ground up.
Profile activity reconnected the venue with its existing audience following the relocation, restoring RSVP activity and store visibility.
+275% increase in referral traffic
Growing monthly clicks to the website as a direct result of consistent GBP event posting and optimization.
+100% increase in e-commerce CVR
Conversions driven by the combination of a heatmap-informed UX redesign, restructured product categories, improved product content, and dedicated ad landing pages.
Map Pack: Better rankings.
Beyond the 85-page content overhaul, the rebuild gave the client a clean, SEO-ready foundation and more coverage in the Google map pack.
A data-backed content strategy replacing guesswork.
Identifying a 5% conversion rate on infrequent product-recommendation posts led to a structured content calendar across social media channels, turning an occasional bright spot into a consistent, repeatable traffic channel.
Lifecycle marketing built on real customer segments.
Purchase-history-based email segmentation gave the client a repeatable way to re-engage existing customers, rather than relying solely on new traffic acquisition.
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