Case Study: Nelson Bay Accommodation
Impressive Results for a Holiday Accommodation Agency
Established for 25 years, McGrath Port Stephens/ Nelson Bay Accommodation, owned by Daniel O’Meara, boasts the largest portfolio holiday homes on the New South Wales’ mid north coast.
Despite the travel restrictions of Covid lockdowns being a distant memory, Australia’s increasing cost of living has impacted holiday bookings for not only their business, but industry wide. Nelson Bay Accommodation always managed its marketing and advertising in-house, but when the holiday side of the business began to see a downturn, the owner decided to take a different approach to their digital marketing – engaging TheOnlineCo.
From DIY to Pro
Head of Property Management, Lisa O’Meara, describes the experience of working with TheOnlineCo. as very positive. “We’ve never done this much in-depth marketing before as we’ve always done it in-house. It’s all quite new to us,” Lisa said.
To start the process, TheOnlineCo. met with key stakeholders within their organisation, to learn more about their business, their competitors, as well as discuss their strengths, goals and challenges.
From there, The Playbook was developed, outlining the specific target market and customer personas, their competitive landscape, digital opportunities and the channels that would allow them to communicate directly with their audience, growing their digital footprint.
Website Development & SEO Implementation
The website was refreshed, and regular SEO management implemented. Lisa is aware that good things take time and building the online presence for a business is no different. “I always tell my own clients, new property owners, to take a three-year approach and not to expect miracles within the first year,” Lisa said. Despite her pragmatic outlook, significant improvements in online reach and engagement appeared within months.
“Within a few months we could see for ourselves that the business was appearing high in the Google search results. And this was supported in the results provided each month by TheOnlineCo.” said Lisa.
Paid Advertising & EDMs
In addition to SEO, paid social media across Facebook and Instagram, Google Ads, as well as fortnightly EDM’s, round out the marketing activities designed to ‘relaunch’ Nelson Bay Accommodation’s online presence.
Conscious of the fact that many businesses are facing challenging times, Lisa and her team draw comfort from knowing they have a supportive business partner in TheOnlineCo.
Supportive Business Partners
Conscious of the fact that many businesses are facing challenging times, Lisa and her team draw comfort from knowing they have a supportive business partner in TheOnlineCo.
“They’re great to work with. They listen to you; they are very responsive and are always coming to us with new ideas.”
“Although as a business we’ve never worked with an agency before, from our experience so far, TheOnlineCo. are very good at what they do, and I would highly recommend them to other businesses who need help with their digital marketing,” said Lisa.
6 Month Results Snap Shot
SEO:
105.4%
increase in
organic
conversions
42.4%
increase in
organic
sessions
Google Ads:
1593%
increase in
ROI
67.8%
increase in
conversion
14.16%
average click through rate
Conclusion
By following our strategic Digital Marketing Playbook process, McGrath Nelson Bay has improved its online presence significantly. With SEO, paid advertising and email marketing working together, website traffic has increased dramatically, resulting in increased enquiries and more booking opportunities.
