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
- Understood them and their business values
- That they could grow with
- 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.