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.”

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!

Newcastle Jets

After a stellar 2017/18 season, we’re pumped to have been appointed as official digital marketing partner for the Jets’ 2018/19 A-League campaign. We’ve got some crazy football nuts in our office who are very keen to help achieve the following for the Jets this year:

• Drive ticket sales and maximise membership numbers from digital channels
• Re-configuring and managing the clubs’ digital analytics, tracking systems and marketing audiences to help the Jets make sense of their data
• Increase awareness engagement on social and messaging apps
• Improve the user experience and engagement rates of the clubs’ web properties within the confines of FFA site templates
• Get the ball rolling on the clubs’ long term digital strategy

Check out the Jets’ internally produced season launch video “Made of Newcastle” right here!

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!

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.

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.

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 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

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.”

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