James Parnwell

James Parnwell

Case Study: Marketing – Partnership is Key

The relationships forged with our clients is what sets us apart. The results are proof that it works.

We have seen outstanding results with this particular client; a family owned and run business, which provides trade services throughout Australia. Before working with us, this recognised commercial plumbing company had not engaged a digital marketing agency. They had always had a goal to become one of the leading brands in the plumbing industry and had realised that if they were going to take their business to the next level, they needed to partner with a good marketing firm. We have worked with them since November 2017. Initially, they wanted to get more traffic to their website, so we performed an SEO audit on their website. This highlighted various issues to work through on their website, which we began working on right away.


The initial goal of this SEO campaign was to reduce errors on the website, while improving page load speeds as well as updating the content through keyword optimisation.

Our SEO team worked hard on the site structure, decluttering content, creating parent pages and a content library, and working on local pages. The team was thorough in optimising title tags and meta descriptions, among other elements, while writing new blog content for the website. The goal was to improve search rankings by increasing impressions and clicks.

We also worked on building a strong backlinking strategy, by performing an audit of existing backlinks and searching for unique, industry-specific link opportunities. The client’s website went from having three backlinks to 16 and counting. These backlinks increased the Domain Rating and contributed to traffic with higher intent, which basically means the right people (potential clients) are now able to find our client’s website more easily.

While we were working through this process, we identified two crucial keywords that the site wasn’t optimising for. Since adding these keywords to our optimisation strategy, the website is now ranking at positions two and three on average, for both keywords, again making it easier for potential customers to find them.

Our client (and much of their customer base) was impacted by the 2021 Sydney floods so we decided to create some content around stormwater drainage while improving their existing drainage service pages. In the last six-months, we have seen a big increase in organic visibility and clicks for related terms:

Top Queries Clicks last 6 months Clicks previous 6 month Clicks difference Impressions last 6 months Impressions previous 6 months Impressions difference
top query 1 30 4 26 463 159 304
top query 2 24 5 19 2410 1615 795
top query 3 16 1 15 3491 1158 2333
top query 4 16 0 16 296 317 -21
top query  5 12 2 10 711 455 256
top query  6 10 6 4 470 198 272
top query  7 10 6 4 229 109 120

This is just an example of the many ways SEO has contributed to better traffic. It’s not just about getting more people to your website; it’s about getting the right kind of leads to engage with your services – AKA potential customers!

LinkedIn Sales Navigator

Our clients had established LinkedIn profiles, but they weren’t actively using the platform.

We zeroed in on their target market and started connecting with them, sparking conversations with the goal of taking the conversation off LinkedIn and into the ‘real world’ (AKA phone calls!).

We connected our client with hundreds of potential customers who worked in the correct role, within the specific industry and geographic locations required for a potential partnership to work.

We then worked on sparking conversations with these connections, and this is where 500+ messages went flying back and forth. These conversations resulted in 108 solid leads which were then taken off the platform and into emails and phone calls.

As you can imagine, our clients are very busy, so we created a content schedule to showcase their project management and residential builds. This strategy was in partnership with their LinkedIn campaign. We provided weekly and monthly reports on the campaign progress, with simple links for them to follow, whenever a conversation on LinkedIn required their input. This really cut down on their workload. Each week we sent them a list of leads which were generally hot and ready to go! Having previously received a sum of 0 leads through their LinkedIn profiles, our clients were very happy with their results. Let’s explore them in more detail!

Our client’s LinkedIn Sales Navigator campaign ran from May 15, 2019, to August 30, 2021. We had three profiles on the run during that time (the CEO, Managing Director and a Regional Manager). Here are their individual lead results:

Digital Marketing Case Studies - client’s LinkedIn Sales Navigator campaign

As you can see, this campaign had great results. One of the benefits of the LinkedIn strategy is that it allows your network to grow significantly with the right kind of leads in mind.
The feedback we got was,

“TheOnlineCo. LinkedIn strategy is like a silent assassin that’s just working away in the background and then all of a sudden, you feel the presence of exposure to new clients and existing clients commenting on the marketing and advertising that is rolling out, and then you realise how well it works!”

Our strategies work cohesively with each other. Nothing we do is mindless or disconnected. We put in effort to tailor each campaign to best suit the needs of our clients. It’s all about making your investment count.

Google Ads

The primary objective for our Google Ads campaigns for this client has been to drive enquiries for bigger jobs using a variety of keywords specific to commercial plumbing jobs and set our client apart from companies that provide more domestic-related work.

The focus was to target clients requiring assistance with big plumbing jobs. This posed a few difficulties, so the team brainstormed some ways to steer away from the small residential jobs such as toilet fixes.

With some strategy and finesse, we recorded 29 conversions over 17 months in these campaigns with an average cost per conversion of $293.

Some months were slow, and thus saw the cost per conversion increase. However, the jobs gained from these leads were worth thousands of dollars, making the investment worthwhile. With continued optimisations, we reduced the cost per conversion down from $253 in the first month to $109 in the final month.

Due to Covid’s impact on the building industry, our client had to take a break from marketing for a while, but they are now back on track with TheOnlineCo. Team and we are looking forward to seeing even more fantastic results come through!

If your idea of the perfect marketing campaign is one involving partnership and teamwork, we’d love to chat!
We’d love to help!

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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