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Christie McDougall

Christie McDougall

NDIS Service Provider – Digital Marketing Case Study

What problem was the client facing and why did they approach us?

In July 2020, a client in the health services industry approached us about digital marketing services. They were undergoing a rebranding after only starting their business a few years prior. Despite the pandemic, and thanks to the NDIS (National Disability Insurance Scheme), their business had grown to a point where they were ready to enter the next phase of their business and had strong enough practices in place that they were now poised for growth.

With their new website build underway, the joint directors wanted to take a step back from being in the marketing tools themselves and engage a marketing company that

  1.  Understood them and their business values
  2.  That they could grow with
  3.  They were confident would deliver solid results

In an industry which contains some low-quality providers, this felt like a tall order, and having had a negative experience in the past the client was understandably cautious.

What solutions did we offer?

After a 30-minute strategy discussion with James (Director of TheOnlineCo.) around their goals and objectives, the client was recommended our Playbook product. This would involve a meeting with members of each department as well as James and Christie (Playbook Manager for TheOnlineCo.), to discuss various components of their business. The goal of this would be so that collectively, the team could put together a playbook that would offer the client clarity around HOW to best market their business as well as WHAT services would be best to help them meet their goals.

After working on the playbook, we were able to offer the client comprehensive information and analysis on:

  • Their industry and specifically their top competitors and analysis of what they are doing well in terms of SEO, Social Media and Google Ads
  • What opportunities there are in the market and what threats they would face
  • Their target customer and persona with a detailed customer story that is relatable
  • Their points of difference and brand voice to utilise in their marketing
  • Suggestions and optimisations for the ‘Above the Fold’ section of their homepage to maximise interaction and leads
  • Strategic plans and road maps for SEO, Google Ads and Social Media, including LinkedIn Sales Navigator

With clear plans in place the client felt confident about proceeding with the marketing services suggested and signed on to begin SEO, LinkedIn Sales Navigator outreach and posting, Google Ads, Social Posting, Facebook Pay Per Click and Strategic Management of all these services.

What happened next?

Stats from the last 12 months (October 2020 – October 2021):

Top of Funnel – Cold

Mid Funnel – Warm

Bottom of Funnel – Hot

Organic Impressions of 605300

21420 organic website sessions (up 889% on the previous 12 months)

708 goal completions (up 733% on the previous 12 months)

Paid PPC impressions of 640700

25800 post engagements (up 12370 % on the previous 12 months)

138 leads (up 2200% on the previous 12 months)

Paid Google Ads impressions of 480000

Remained steady at 8800 clicks

HOWEVER, conversions up 88% to 865 conversions!

600% increase in LinkedIn page views

936 conversations started on LinkedIn

Over 100 Leads on LinkedIn

As well as assisting the client in getting their new website live, in the past 12 months, we have helped the client make huge strides forward in their business and results. The client has experienced great growth despite the COVID pandemic during a time when others might have experienced a fall in business.

We have also seen some great improvements made in services such as Google Ads where although the clicks remained steady over the past 12 months, conversions almost doubled so the quality of their ad campaigns has vastly improved from when their previous agency was managing their account.

Managing the highs and lows:

We understand that in business it’s not all smooth sailing and rainbows and we endeavour to work with our clients to manage great results as well any issues that may arise.

After 6 months of running Facebook ads, the client flagged with us that whilst there was a good quantity of leads from Facebook Lead-Forms, they hadn’t managed to successfully convert many. Over the period of a few months we worked with the client around their sales and follow-up process, and we were able to help them identify areas they could improve. Additionally, we identified ways we could manage and optimise the ads so that we could help to increase the quality as well. We then developed a Campaign Optimisation Plan so we had clear deliverables and could ascertain whether the service was a good fit for the client long term.

Where to from here?

Working on the playbook before the client started services has really made all the difference in setting the client up for success. By taking the time to really understand the customer and their goals, as well as helping them to gain clarity around their target market, their competition and the marketing services that would best support them, we’ve been able to help the client reach their overall sales goals, even in the midst of a pandemic.

It has also meant, that everyone working on their account, from junior technicians and content writers to management, has had a frame of reference to refer back to which helps them to understand the client’s voice and target market in order to better connect with that target audience. From the client’s perspective, this also gave them a tremendous amount of confidence in the team’s ability, so much so that they even paid for a full 12 months of marketing services upfront!

Overall, a great win for both the client and us an agency partnering with them.

Christie McDougall
Christie McDougall

Christie is our Digital Strategy manager and looks after our playbook process. Although she is most skilled in Social Media and PPC and helped TheOnlineCo. achieved Facebook Marketing Partner status, she has a comprehensive and thorough knowledge of marketing in a digital world. She uses her talents in strategy and planning to help clients understand exactly how to grow their business online and have all their marketing efforts pulling together in a collaborative effort, thereby achieving scale and cost efficiencies.

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