Digital Marketing Management
Building & Fire Services and Training 4 Safety
Safety Services & Training
Whangarei, New Zealand
Mike Lindsay, Managing Director
"We started seeing an increase in our business growth and made the decision to utilise a specialist in the marketing field to ensure we were moving in the right direction.
Emma was approachable and interactive, listening to our needs and reacting in a timely manner. She has carried out research to assist our ideas and brings new concepts with a creative and dynamic approach.
Emma’s involvement has been cost-effective as she has become an integral part of our marketing team, embracing our business growth and culture."
The Marketing Goal
The team were creating some marketing content, but wanted to find more consistency and broaden their reach. They also wanted to improve their return on their investment on ads, and gain organic search dominance.
Building & Fire Services are fire protection, safety and compliance specialists for businesses. Training 4 Safety offers in person and online training across safety, fire, compliance, emergency and industry trade skills.
The Marketing Retainer
We focused on the two businesses with a 30/70 split, with Building and Fire Services receiving approximately 30% of the time and ad budget, and Training 4 Safety receiving approximately 70%.
Organic Social Media Strategy
Website & SEO Audit and Strategy
Google Advertising Management
Social Media Advertising Management across Facebook, Instagram and LinkedIn
Search Engine Optimisation monitoring
Email Marketing Strategy and Copywriting
Monthly Reporting
I worked alongside the internal team who execute the organic social media marketing, and all design and website management. We had bi-monthly meetings where I met with their internal team and their Mediaworks Account Manager (Radio and On-Demand TV), so we were all in sync and can discuss what the team were working on, and what we were seeing through analytics. With these meetings we were able to make sure that our messaging across online and offline content stayed consistent.
Our core focus was to get more people who match the target audiences of each brand to visit their websites, and to enquire with the team. For the Google Ads, our goal has been to lower the cost per click, so we focused on ranking on the correct search queries, and the ad quality score so the ad ranked higher, which resulted in a lower cost per click. Our main goal for social media was to gain better brand recognition while also increasing traffic to the website. Through Email Marketing our goal was to better interact with current customers of Training 4 Safety to offer better understanding of the range of training provided and stay top-of-mind.
We balanced the 3-6 month planning with more reactive marketing throughout the past year, with shifts in the business offering, in competition and in the wider market. We were able to pause paid advertising or adjust our messaging through times where in-person services and training needed to be either adjusted or cancelled due to Covid-19 alert levels in Northland and across New Zealand.
We later created new websites for each brand. I wrote all content and managed the design and development project with a third party agency.
Year on Year Comparison
Training 4 Safety
357%
rise in overall website traffic
475%
rise in website traffic from social media
915%
rise in overall website traffic from organic search
Building & Fire Services
215%
rise in overall website traffic
Halved
cost per click
335%
rise in website traffic from organic search
Would you love to have these results in your business?
Let's talk about how we can make an impactful shift for your business, across your social media, advertising, email marketing, SEO, or your website.