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Airport marketing consultant reports organic growth but board presses for SEO, domain and paid-ad details
Summary
A marketing consultant told the Laredo Airport Advisory Board that the airport’s web and social activity is growing organically—about 4,000 monthly website users and new followers across Facebook, Instagram and LinkedIn—but board members pressed for clearer SEO metadata, domain ownership and a plan for paid digital advertising.
Aron, the airport’s marketing consultant, told the Laredo Airport Advisory Board on March 1 that “everything happening on digital actions for the airport is organic,” and presented monthly website and social-media metrics for February.
The consultant said the airport’s channels added roughly 72 new social followers in February (50 on Facebook, 29 on Instagram and 28 on LinkedIn) and reported about 4,000 website users for the month with an average site session of roughly 48 seconds. “We create 16 content [pieces] every month,” the consultant said, listing reels, videos and graphics for Instagram, Facebook and LinkedIn.
Board members followed with technical questions and requests. One board member asked whether the consultant’s scope included search-engine optimization (SEO) and specific metadata. The consultant said metadata and title tags would require follow-up with the site programmer. A board member warned the board that a site scan shows “various errors” and that the airport’s site is “not being performed [for SEO] to its maximum.”
The board also discussed domain ownership and access to social accounts. A board member asked why the airport appears at two domains (flylaredo.com and flylaredotexas.com) and noted the account for X (formerly Twitter) could not be recovered; the consultant said previous managers had left credentials behind, complicating recovery. The consultant recommended the city secure additional domains such as laredointernationalairport.com for protection and redirecting traffic.
Board members requested details the consultant did not present in the packet: the site’s title tags, descriptions and schema markup; whether the consultant’s contract includes blog content; and whether the airport’s Google Business Profile is managed. The consultant said some items are in scope but required technical follow-up with the programmer and with airport staff.
Several board members urged the airport to begin targeted paid campaigns. “We can target a certain demographic, you can target professionals, you can target moms, you can target families,” one board member said, urging a breakdown of advertising spend and estimates for boosting posts or running Meta campaigns. The consultant said the airport can run such campaigns but the board would need to allocate budget for paid placements.
The consultant also described why the team uses Facebook, Instagram and LinkedIn: Facebook and Instagram for local consumer reach and LinkedIn to reach B2B audiences such as logistics, transportation and aerospace companies. The consultant said 63–64% of site traffic comes from mobile devices, which affects site maintenance priorities.
The board asked for a digital-advertising spend breakdown, confirmation of who controls domain registrations and social credentials, and a written SEO checklist (metadata, title tags, schema markup, and Google Business access) in the next meeting packet. No formal vote was taken on marketing strategies at the March 1 meeting.
