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.

Property Website

One of Australia’s largest property sites came to us looking for a custom solution to their social advertising offering. The challenge was to automate campaign delivery at scale, whilst still maintaining a level of personalisation across every single advert.

Channels and tactics

• Hyperlocal mobile ad targeting parameters for 55,000 Sa1 regions across Australia
• Development of a web app to override Facebook’s default geo-targeting capabilities
• Automation of setup and management processes for up to 1500 campaigns at a time
• Dynamic ad creative and responsive campaign optimisation
• Messenger conversion funnels
• Facebook lead ads
• Instagram advertising
• Lots more

Outcomes

• Smooth, cost-efficient process achieved for managing up to 1500 localised campaigns simultaneously
• A far superior cost-per-lead scenario compared to previous social efforts
• Lots of very useful, localised data insights

No doubt about it, this was a curly problem to solve – but we enjoyed the challenge thoroughly!

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.”

Ringing off the hook

Over the course of one quarter, we saw over 360,000 inbound phone calls to our clients’ Google My Business listings. Based on these numbers, we reckon that ranking well in Google’s localised search results matters – alot.

Learn more about our Newcastle SEO services here and phone call tracking here.

Rental Business

When we took over this rental business’ search marketing from another agency, we had some high standards to maintain. However, with a little sideways thinking and some clever execution by our campaign management team, we were able to reduce CPA significantly. In non-geek speak, that means our client now pays less for every new customer we bring to their business from search engines. Yippee!

Channels and tactics

• Aggressive Google and Bing Ads campaigns
• Cross-device conversion rate optimisation
• Ad split testing
• Careful budget management across 10+ locations
• Dynamic objectives based on search impression share and ROI
• Social remarketing to improve overall CPA
• Online reviews strategy to boost conversion rates
• Other bits and pieces

Outcomes

• Search Ads Cost Per Lead Improved 59%
• Overall conversions UP by 33% in 2 years

Newcastle Health Business

When a business has been around since the 90s, it goes through many rounds of change. A few years back – this iconic Newcastle brand was rolling along OK, but they knew they needed to change their approach to acquiring new patients for their range of healthcare services. We got introduced to the CEO in April 2012 and their numbers have only moved UPwards ever since!

Channels and tactics

• Ongoing Google pay per click search ads, always aiming for the lowest cost-per-patient scenario.
• Gradual Search Engine Optimisation (SEO) and helpful content strategy
• A beautiful, seamless mobile website experience
• TV advertising spend shifted to Facebook and Instagram for a stronger return on ad spend
• Numerous successful campaigns and promotions

Outcomes

Year on year, we’ve been able to help this awesome Newcastle business grow their intake of new patients and in turn help more people improve their health and quality of life!

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!

Education Provider

We recently worked with an Education Provider to improve leads across their 30+ locations across Australia.  This client needed help to capture potential customers searching on Google for their services and increasing brand awareness in local regions.

Channels and tactics

• Website analytics / conversion tracking implemented
• Localised Google Ads across 30+ locations Australia-wide
• Localised Facebook lead-gen campaigns across 30+ locations Australia-wide

Outcomes

• New booking enquiries UP by 43% year on year
• Over 500,000 people reached on social media

Machinery Dealer

We’re strong believers that word-of-mouth referrals should be a primary source of new sales leads for any business. However, this international machinery sales company was relying a little too heavily on word-of-mouth and industry referrals. There was a tonne of potential customers searching on Google every day for this clients’ range of industrial vehicles and machinery. They were capturing almost none of these potential sales.

• Cleaned up technical issues with existing WordPress website
• Website analytics / conversion tracking implemented
• On-site Search Engine Optimisation and content development
• Off-site citation building and link acquisition strategy
• Ongoing organic traffic growth plan + execution process

The Results

The client had little knowledge of the digital world and was understandably weary about been “burned” by another digital agency who promised so much yet delivered little. We assured him he was in good hands this time. Fast-forward a few months and here are some of the results we have been able to achieve for this client:

• SEO Traffic UP 23%
• Sales leads UP across all key product categories
• In 6 months, this client went from having to chase sales leads to being sold out of a few key product categories 8 weeks in advance

Financial Services Firm

This long term client has a strong history in the Hunter region, but their digital presence did not reflect that when we were first referred to them. Our sole KPI from day #1 was “Get me more business”.

Channels and tactics

• New responsive WordPress website project
• On-site and off-site Search Engine Optimisation
• Linkedin and Facebook lead-gen campaigns
• Industry-specific email and database marketing

Outcomes

• Google traffic is at an all-time high, UP 222.65% since we started working on the site
• The firm is generating record new client sales with search engines being the primary source of growth

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.

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.”

Shopping Centre

We’ve been working with one of Australia’s largest shopping centres over the past few years – specifically on helping them build a stronger database. With so much going on for this client on the marketing front, our sole job has been to take some heat off the internal marketing team and just focus on driving their paid social channels.

Through a series of targeted social advertising campaigns on Facebook and Instagram, we’ve been able to help this client grow their database significantly – at a much lower cost-per-acquisition than their previous provider could achieve.

Not only are we building their database cost-effectively, we’ve also been able to provide this client with some fascinating insights on their target audience personas using Facebook’s powerful analytics tools.

These are all genuine, no BS.

All of the results we’ve shared on our website are real outcomes we’ve helped produce for our clients. Of course, we can’t take 100% of the credit – Great client collaboration has been key in all of these results. Here are a few things we’ve noticed all our most successful clients have in common:

• They’re committed to working with us as a true partner in their business
• They’re open to ideas – taking a few risks and trying new things
• They’re willing to do their part to make the most of their marketing activity. eg. Following up on leads, participating in the content production process, giving feedback on performance metrics, etc.

Our Reviews on Google

We love it when we’re able to make a difference to our clients’ businesses. It seriously gives us warm fuzzies! It’s even better when they share their kind words publicly over on Googs. Check out our Google reviews right here!