East Coast Building Consultants – Integrated Marketing Campaign

East Coast Building Consultants

Integrated Digital Marketing Campaign

Byron Bay FM East Coast Building Consultants Website

The work

Initially, Barefruit were engaged by East Coast Building Consultants, a building inspection services company in Byron, to build a website. There is no point in having a website that no one knows about, and so this job evolved into a strategy and implementation of an integrated digital marketing campaign to make sure this website came to life.

The digital campaign was rolled out across the website, Facebook and Instagram, email marketing, and Google My Business. A series of Facebook ads (which are also served on Instagram) were developed with specific audiences in mind. The ads were Facebook Instant Experience ads which give users the opportunity to discover more about the services on offer while remaining on the platform. The ads directed people to customised landing pages for each service provided by East Coast Building Consultants. To support the increase in keyword search, we developed blog posts for each service. Our campaign was reinforced by email marketing and Google My Business posts. Like all integrated campaigns, we rolled the creative out across traditional media, including a DL flyer and a Press Ad. In addition to the ongoing digital campaigns we run for East Coast Building Consultants, this client is part of our SEO program.

Search Engine Optimisation and digital marketing/ advertising work symbiotically, supporting and improving results for each other. This campaign and the SEO program working together resulted in a 73% increase of traffic to the website and a 50% increase in conversions made on the site (click to call, click to email, complete contact form). Inquiries made through Google My Business were up by 20%, and website clicks were boosted by 40%.

Social Media Mock-Up
iPhone Website
DL flyer mock up

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    Make your Facebook Ads perform like never before

    When people talk about how to set up Facebook Ads, they have previously attributed success to targeting (that’s your audiences). Yes, nailing your Audience is very important as you should always be communicating with consumers who are interested and in need of your product or service. But, with Facebook comes something no other advertising channel allows: Conversion Optimisation. AKA, targeting people who are most likely to take actions in the consumer funnel.

    Facebook doesn’t show your ad to every person on your audience. Your ads are only shown to a small segment of that audience. Knowing this, you’d want that segment of the audience who are shown the ad to be the most interested, and actionable consumers… so you can make more sales. With Conversion Optimisation, you can make sure your ads are served to these people.

    So how does it work?

    Essentially, Facebook has so much data on each individual user, that it is now possible to target people based on how they are predicted to act when served your ad. When you set up a Facebook ads Gold Coast, you can now tell Facebook to optimise your ad for ‘Add to Cart’ clicks or ‘Initiate checkout’ clicks, even ‘Purchase’ clicks. So, with a defined, targeted audience, and optimisation for conversion you’re well on your way to a successful Facebook ad campaign.

    We've seen Conversion Optimisation work before our very own eyes!

    Trust us, we have seen how tweaking conversion optimisation has completely turned a Facebook campaign around. We ran a Facebook campaign for a client whose aim was to make more online sales. In setting up the campaign, we initially selected the goal ‘Traffic’ and directed consumers to the product page on their client’s website. We’d selected this goal, because we wanted to drive much traffic to the website as possible. But we didn’t consider if that traffic would be likely to purchase. After a few days, we’d only had one sale, and so we investigated what we could do better. Then we found this article about ad optimisation. After tweaking the campaign to have the goal ‘Conversions’, and to be optimised for the ‘Add to cart’ conversion event, 70+ orders were placed within a week. We were amazed with the result of a simple tweak.

    So, now that you’re convinced Conversion Optimisation is going to be your new best-friend, let’s dive into how to set up ads that will make your money well worth it.

    Set up your Campaign with the goal ‘Conversions’

    If you’re selling product online, then set up your Facebook campaign with the goal ‘Conversions’. This is the very first decision you make about your campaign, and you’ll need to make sure your Facebook Pixel is connected to your website in order for this type of goal to work. On a side note, here is how to create and add a Facebook Pixel to your website.

     

    Facebook Campaign for Conversions Goal
    Choose your Conversion Event

    Now that your campaign is set up for conversions, you’ll need to select a conversion event in the Ad Set. This is a certain action a consumer takes on their path to purchasing a product and works alongside the Consumer Funnel (a nifty marketing model we still use all the time). The conversion event is where you’ll choose what action you want your audience to take.

    Facebook Ad Conversion Event Selection

    Now, generally speaking, we’d want people to purchase your product, so choosing the event ‘Purchase’ seems obvious. Well, actually, you’ll miss a heap of people who might be interested in your product by selected such a small segment. Referring to the Consumer Funnel below, you’ll see that at each ‘conversion event’ you move through you lose consumers along the way. Hence, the upside-down triangle, indicative of the market size for each event.

    Consumer Funnel

    If you’re looking to reach a lot of interested people (and especially if this is your first-time advertising on Facebook), choose either ‘Leads’ or ‘Add to Cart’. If you are running a retarget ad, you’ll want to choose an event further down the Consumer Funnel, because you know they already are interested in what you are selling. Facebook’s rule of thumb is that you need to select an event that is being completed at least 15-25 times a week. Why? Because Facebook uses the data from goal completions to help place your ad in front of consumers who are predicted to act in the same way.

    It’s time to talk Search Engine Marketing

    Spring has sprung! While we’re relieved that the Northern Rivers hasn’t experienced a second wave in terms of increasing COVID cases, it’s hard to hear that local businesses are still copping the brunt of the economic slow-down. It’s time to put on your "adapt to survive” hat and look for opportunities in places where business is growing. And one of those places is online!

    Search Engine Marketing (SEM) is one of the most important marketing channels to generate web traffic to your website. It’s the process of increasing website visibility on search engine results pages though paid search advertising. If Google Ads, previously known as AdWords, rings a bell, this is what we are talking about. With millions of businesses out there vying for the same eyeballs, online advertising to promote your products or services has never been so crucial.

    Bidding on keywords

    Google Ads is a platform which allows you to bid on keywords to have your ads shown when people are doing searches on Google. You bid against other advertisers for the right to have your ad shown in several places on the Google Search results page. You only pay, however, when a user clicks on your ad. By setting a daily budget, you can cap the amount that you spend each day. You could set a budget of $5 or $10 per day and know that you are only paying for those who click on your ad (and hence visit your website).

    More than just search

    While SEM is great for attracting those who are searching for particular keywords, Google Ads also provides the opportunity to show your ads on other platforms. Advertising on the Google Display Network means your ads have the opportunity to be shown on millions of sites such as YouTube, eBay, Amazon and Gumtree.

    Catch them looking

    Everybody knows the experience of looking at a product and then suddenly getting those ads shown to you again.  This is a technique called remarketing that allows Google to show your ads to people who have previously shown an interest in your brand.  This works on the old marketing “rule of seven” that people need to be exposed to your message 7 times before they take action. 

    SEM is focused on converting

    While traditional advertising works to grow your brand awareness, SEM reaches people actively searching, people who are ready to buy. When someone clicks on your ad your landing page should guide them through the sales process… and voila! You’ve made a sale, gathered new leads, subscribers or sign-ups.

    Now that you’ve got an idea of the potential for online advertising Gold Coast, set up your Google Ads account. There are heaps of tutorials on YouTube to help you get going. Google even has a free online course on Google Skillshop to get you started.

    Fresh Fruit for the Office

    Fliss and Cat Barefruit Employees

    Here at Barefruit, we love fresh fruit 🍊🍌🍎 Not just the type you get from the local grocer but also new additions to our team!

    Our management team put their noggins together and defined what makes a stand-out Barefruit employee? The ability to determine effective strategies, to see the bigger picture and to know that no 'one size fits all' in the world of marketing. With this in mind, Barefruit recently recruited two new team members - a new Digital Account Director, Felismina Jom, and Agency Manager, Cat Smith. Felismina is a creative thinker, a mother of two, and a kind and happy soul. While Cat is a fun-loving Jill of all trades whose creativity and caring nature flows into her work seamlessly; and, of course, they’re both a bit fruity!

    Meet Cat - Doggo Lover and Agency Manager

    Originating from New Zealand Cat has also previously worked for companies such as Vodafone, KPMG and Westpac. On relocating to Sydney Australia in 2012, Cat worked at RedBalloon and Macquarie Bank, before moving to Lennox Head in 2016. Cat is an experienced Office Manager and Executive Assistant, generally working in HR or Learning and Development teams.

    Cat, while formally appointed the Agency Manager at Barefruit, also looks after everything from finance and Human Resources (HR) to cleaning the fish tank that is home to our resident fish named ‘Chips’! By far the most important part of Cat’s role, besides Chips, is the wellbeing of the Barefruit team. She has a passion for creating a great employee experience and work culture for the team. This enthusiasm stems from her time at RedBalloon as their Employee Experience Coordinator. Cat also holds a diploma in Event Management and Interior Design and has her own creative hobby business – making custom macramé wall hangings and hosting workshops in her spare time. You can find her work on Instagram and Facebook by searching for The Knot Smith.

    Meet Felisimina - Digital Account Director and Tap Dancing Diva

    Felisminas creative nature had her dreaming of a career as a tap dancer! But instead, she opted for University and graduated with a Business Degree. Just like her tap-dancing days, she moved quickly and tapped into her skills to begin her career as a Change Management Consultant working on training and communication for large scale IT projects. This role set Felismina up as a sort of "middle-woman" for the technical/digital world.

    Related Tags: Branding Gold Coast

    Always being one to jump at opportunities that come her way, Felismina and her husband left corporate jobs to start their very own digital agency in 2000 - back when the world was only in Web 1.0! Witnessing the World Wide Web evolve and how it has affected businesses, of all scales, Felismina has supported many small to medium-sized businesses enabling them to thrive through digital solutions. While the agency continues to operate in Sydney, Felismina, her husband and two sons Mani and Max made the leap North to the beautiful town of Lennox Head. Felismina utilised her experience and expertise to support small business owners through government programs where she aided them in implementing their very own digital strategies. In pivoting back to agency work at Barefruit Marketing, Felismina remains passionate about helping clients to navigate the increasingly complex digital world to meet real business objectives. Bringing her renewed energy to implement digital solutions at Barefruit - the team can't wait to see what she achieves.

    Cat and Felismina have joined the team at an exciting time for Barefruit. Started by Claire and Evan Harding after a collective 30-year career in UK agencies, the agency is celebrating its seventh year as an all-service agency; marking the occasion with a branding refresh and awareness campaigns that encompass the Barefruit ethos. With an increasing demand for marketing locally and nationally, the Barefruit Marketing team are excited about what's in store. This regional agency provides expertise right across the marketing mix – from strategy and planning to advertising, design, PR, events, website design and Felismina's speciality, digital marketing.

    As the agency expands we are always on the lookout for talented and creative individuals who share the Barefruit Marketing Ethos. Get in touch with the team and say hey!