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

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!

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 Last Year

One Friday arvo, we decided we’d do a count of how many video views our clients attracted last year.

The numbers were insane, with Facebook, Instagram, YouTube and Linkedin leading the way – in that order.

We came to a rough total figure of 5 million video views.

Our conclusion? Video is critical.

(We probably could have figured this out without all the counting, huh?)

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.”

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.

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!

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.

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.

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!

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

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

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

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.