Results

Home Services Company

Sometimes, the only thing our clients care about is revenue growth. With this home services provider, that what definitely the case. We started working with this client in 2015 after they’d been through a rocky few years. Their website was looking tired and couldn’t be found anywhere. Their traditional marketing channels weren’t cost-effective anymore and we were brought in to turn that all around.

Channels and tactics

• Aggressive Google Adwords pay per click search advertising campaigns with strong focus on optimising for a lower cost-per-lead.
• Ongoing localised Search Engine Optimisation (SEO) and content strategy
• Careful attention to the clients’ mobile website experience and conversion rates
• Commitment to encouraging customers to leave great reviews on Google and Facebook
• Marketing automation processes setup to re-engage customers who have bought in the past
• Above the line advertising spend shifted from traditional media to Facebook and Instagram
• Adaptive approach to budgeting and tactics based on seasonality and market factors

Outcomes

Fast-forward to 2018 and we’ve played a key part in growing this small business’ annual revenue by over $3 million per year and still trending UPwards.

Camplify

In early 2015, our director Dave also co-founded a little Newcastle-based startup that had big dreams of becoming the “Airbnb for caravans”. A bold new plan, Camplify had this big vision of activating people’s under-utilised RVs to more people experience the joys of camping. Starting life as a twinkle in CEO Justin Hales’ eye, Camplify was just another “peer-to-peer marketplace idea” at the time. With no funding, no customers and no idea of what the future would hold, all we really knew was that there were a tonne of RVs that were sitting on people’s lawns not being used. That was enough for us to take a leap of faith and become part of Camplify’s digital marketing team.

Channels and tactics

• An international SEO strategy built for scale
• Google advertising automation and profit optimisation based on utilisation modelling
• Hyper-targeted social media advertising
• Marketing automation management
• Tests of every growth hack under the sun
• Much, much more

Outcomes

Camplify is currently valued in excess of $30m and boasts the largest RV rental fleet in Australia and the UK. A sensational story of growth, this star Newcastle tech company now sends thousands of people on holidays every month and holds a dominant share of the RV sharing market and has just expanded into Spain and New Zealand. Our role in the journey? Well, much of Camplify’s user growth has come from the digital marketing activities we’ve helped ideate and execute. Camplify is no doubt one of the jewels in our crown and we’ve loved every second of our involvement with this awesome Aussie startup!

Here are a few nice things Camplify’s CEO said about us:

“Redback continually surprise me with their professionalism, expert knowledge and ability to smash the KPI’s I set them out of the water.”

Professional Firm

In business, it can be scary to let go of things that worked for you in the past. This mid-sized professional services firm had sensed for years that they were no longer getting value from their annual investment in traditional advertising. However, they couldn’t be certain that this channel wasn’t still working for them and were worried that they could lose business if they dropped their ads. We were more than happy to step in and help them make a data-driven decision to focus their budget into measurable digital channels.

Channels and tactics

• Successful shift of budget from print to digital advertising
• New website focussed on mobile user experience and conversion rates
• Google advertising optimisation
• Technical SEO and content strategy guidance
• Tests of every growth hack under the sun
• Lots more

Outcomes

• 27% YOY increase in monthly organic search traffic (from a 5 digit base)
• Overall advertising spend reduced significantly

Our Clients on Mobile Last Year

Do you remember the first time you laid eyes on an iPhone back in 2007? One of your initial thoughts may have been “Wow, I can’t ever see consumers accessing my website on this little thing!”… Don’t worry, we thought the same thing! Oh, how wrong we all were… According to leading web intelligence site SimilarWeb, mobile now accounts for over 65% of all website traffic and this figure is only growing by the day.

Last year, we saw our clients’ results from mobile skyrocket – with some sites seeing in excess of 80% of their total leads coming from smartphones. Crazy, huh?

Big numbers on small screens

Here’s just a few of the ways we can keep your mobile users in mind:

• Mobile-first website experiences (it’s no longer enough to just have a “mobile-friendly” site. To maximise ROI, your site should be designed with all screen sizes in mind)
• Close attention to conversion rates and cost per conversion across all devices
• Consideration of mobile-specific search, display, video and social ad formats
• Including “near me” keywords in search ads
• Relevant structured markup optimised for voice search
• Messenger bots, live chat and other mobile lead magnets
• Mobile commerce solutions eg. Selling through Facebook Messenger
• Progressive web apps and smartphone notifications strategies
• Content load speed improvements via new technologies like Google AMP and Facebook Instant Articles
• Cross-device analytics and conversion attribution
• Emails that look nice and pretty on mobile
• And the list keeps growing…

Mobile is here and we’re here to help you tackle it.

Elecbrakes

Elecbrakes is Australia’s first Bluetooth electric trailer brake controller. This innovative device was invented on the NSW Central Coast / Newcastle by an innovative team of engineers and trailer manufacturing experts. With the Elecbrakes system, a controller is fitted to the trailer and wired into the existing electrical circuits. A remote control or smartphone with the Elecbrakes app is then used to monitor, change settings and control the trailer’s brakes.

Channels and tactics

• Google search ads
• Facebook ads and groups marketing
• Instagram lead-gen ad campaigns
• On-site SEO
• Traditional database marketing
• New website

Outcomes

In under 2 years since launch, we were able to help Elecbrakes achieve over $1,000,000 in sales for this new product. The launch of their new website and remote control saw their monthly sales increase by 160% in the first month and they now enjoy a dominant search market share in the electric brake controller category Australia-wide. Their month-on-month growth is still trending UPwards aggressively and we’re very excited to see how Elecbrakes will continue to disrupt the traditional brake controller industry – both here in Australia and abroad!

Pest Control Company

This is a story of maximising opportunity. Every ounce of opportunity. On search engines. Really, who doesn’t want a dominant share of Google’s search results in their chosen market? For this pest control business, it is all about squeezing the lemon for every last bit of tangy, delicious SEO juice.

Channels and tactics

• New mobile-first website experience
• Aggressive, data-driven approach to Google advertising
• Budget shift from traditional media to digital
• Facebook as an engagement and nurturing tactic
• A clever approach to generating real, genuine Google reviews
• Customer re-engagement strategy support
• A comprehensive approach to content for dominant search engine visibility
• and more…

Outcomes

• Drastically improved conversion rates
• Dominant share of local organic search engine market
• A really happy client who said this about us:

“I deal with Vicinity because they get results! They know their Search Engine Optimisation and digital marketing better than anyone I have ever dealt with before. They also put the needs & objectives of the customer FIRST.”

Brisbane Airport

The friendly folks at Brisbane Airport Corporation were excited to let Queenslanders know about their new service to Vancouver with Air Canada. We were even more excited to exceed their expectations with Facebook ads!

Channels and Tactics

• Mapped out highly targeted ad creative and messaging to specific audience segments
• Drove prospects to a high-converting contest landing page with viral social sharing built-in
• Tweaked audience strategy throughout the campaign to further optimise cost-per-lead metrics
• Leveraged retargeting to build email list from BAC’s large volume of website visitors

Outcomes

We went above and beyond what the Brisbane Airport was hoping to achieve from their campaign. Monitoring the conversion data closely, we tweaked and tested the ads to find the best cost per conversion, ending up at just 43 cents per new subscriber.

Our Clients Last Year

Nobody likes a bragger, but hey – the proof is in the pudding. Last year, we helped our clients (mostly small to medium sized companies) generate over 80,000 conversions from Google Ads alone. We’re not talking “Contact page visits” or “Clicks”. We’re talking leads.

• Inbound phone calls
• Enquiry form submissions
• Quote requests
• Appointment bookings
• Online sales
• and more…

Real Conversion Numbers

If you haven’t already guessed, we’re big on data and accountability. The graph above shows real numbers from our real clients and for the majority of our wonderful clients, Google Ads are still the most cost-effective advertising channel for new customers. We’re honoured to be one of just a handful of Google Premier Partner agencies in Australia. This partnership gives us and our clients access to top-notch training and support directly from Google. The best part? Things are only getting stronger. Year on year, we’re seeing insane results for our clients’ businesses via Google’s advertising suite, including:

• Google Adwords / Pay Per Click search ads
• YouTube video advertising
• Google display and remarketing
• Google mobile app advertising

We’d love to send some conversions your way too!

Decktec

A World-first, Decktec is brought an exciting new product – in fact, an entirely new category – to the decking industry. This innovative, Aussie-made decking system promises to help customers save time and money laying decks. The product is hot and our job is to make sure the right people find out about it.

Channels and tactics

• Facebook and Instagram Advertising
• Old school direct marketing
• Email marketing
• Facebook Messenger

Outcomes

• HIA finalists in product of the year
• Over 500,000 fully engaged video views on social and growing steeply
• Thousands of Messenger subscribers
• Numerous new stockists acquired
• Pallets of Decktec flying out the door

Auto Repair Shop

We recently took over this auto repair business’ search marketing from another agency, with a heavy dependence on Google Ads for revenue the client was understandably nervous about the move. However, we worked quickly to assure him he was in good hands.  Monitoring campaign conversion data closely, we tweaked and tested the ads to find the best ROI.

Channels and tactics

• Aggressive Google Ads campaigns
• Cross-device conversion rate optimisation
• Careful budget management
• Dynamic objectives based on search impression share and ROI

Outcomes

• Adwords ROI Improved 69%
• Revenue UP by 13%

Clear, Granular Reporting & ROI Insights

We recently helped a corporate client in the healthcare industry with an advanced Google Tag Manager and Google Analytics implementation. This particular client has over 50 physical locations across Australia and prior to engaging us they had minimal visibility on how each was performing online. They also had no idea how to track the ROI on a significant monthly Google Ads investment.

To make things a little more complicated, they also use some third party tools which were not actually hosted on their own website. This meant we needed to collaborate with their software teams and employ some cross-domain tracking with Google Tag Manager to make sure everything was being tracked correctly.

Metrics and reporting

• ROI tracking and Life Time Value modelling on a monthly Google Ads budget in excess of $35,000
• Where each location is ranking in search engines
• How much traffic is coming to each local landing page
• Which marketing sources are driving traffic to each clinic
• How that traffic is converting into leads
• Which content users are engaging with most
• A heap of other fancy numbers to help their marketing team make great decisions and win more market share.
• Simple dashboards to help the client’s internal marketing team easily communicate key insights to their board.

We’re not going to lie, this project was a tricky one. We enjoyed it though! Does that make us weird?

Problems we like to solve

Offline + online marketing attribution. There’s no question, it can be a tough challenge to nail accurately. Especially when you’ve got a diverse mix of online and offline touch points in your typical customers’ buying journey.

Shifting media budgets from tried-and-true channels across to modern digital channels can also be a scary process when you’ve relied on traditional channels for decades. Although we’ve always been a 99% digital-focussed marketing company, we totally understand the role offline media still plays within many business’ marketing strategies. So in recent years, we’ve worked super hard to help draw some tangible correlations, causations and conclusions to help our clients’ make better business decisions.

Here’s a handful of examples:

• Tracking real-world in-store visits and tying those conversions to digital campaigns
• Analysing how offline PR and media campaign schedules influence website traffic and conversions
• Integrating digital tracking techniques into offline media (eg. Placing tracked and recorded phone numbers in newspaper and yellow page ads)
• Monitoring and interpreting branded search traffic on the back of offline marketing activity
• Aligning offline sales data with digital dashboards and campaigns

Go on, throw and offline + online attribution problem at us!