What we did
The AUCBG project was an almost all encompassing task for the Refuel team. Everyone except the video team was working on the project at one time or another.
Working with the Business Development Manager, Richard Littleton, we developed a holistic marketing and website plan that would help them achieve their goals and bring in more leads for AUCBG.
PPC
Two Google Search Campaigns were set up using the existing Australian Centre for Business Growth Google Ad account, both for the consideration stage and the conversion stage. This is a key part of the strategy as it targeted an audience with a high intent to purchase - either searching for the Centre, specific programs or for specific terms related to business growth programs.
As the Centre ramped up its marketing in NT and WA, we were able to carry out ad creative refreshes, adjust the targeting and budgets to meet the goals of the Centre and get the leads they needed to fill their clinics.
Social media
We worked with the Australian Centre for Business Growth to deliver consistent, on brand social media that was designed to improve engagement, establish the Centre as a thought leader, and drive leads across Facebook and LinkedIn in the process.
We would deliver a monthly content calendar designed around the following content pillars:
- Our Impact
- Our Programs
- Our Events
- Our Experts
- Our News
- Special Occasions
Posts will be published three times per week on each social media channel; Facebook, LinkedIn and Twitter/ X using a mix of the mentioned content pillars for a consistent and engaging social feed.
The Australian Centre for Business Growth followers are most active at different times on each channel, and Sprout Social [the platform used by us to schedule all social media content] will calculate and provide optimal send times. This is based on the audience Engagement with the posted content, when the audience is the most active on each platform and these times are adjusted regularly for each individual platform, maximising the reach of the content.
.png?width=367&height=367&name=MAR%202024%20-%20Refuel%20Social%20(10).png)
Email marketing
We worked with the Australian Centre for Business Growth to release a monthly newsletter that highlighted the organisation as thought leaders in the field, while also sharing important news and events happening at the centre.
Website lead capture
We worked with the client to deliver suggestions on how they can increase their conversion rate on the website. This came as a result of a comprehensive website audit, with suggestions on improving the site covering not just forms and lead capture, but the overall user experience and SEO, ensuring that leads reach the lead capture form in the first palace.
The results
Number of leads
We dramatically increased the number of leads coming into the Australian Centre for Business Growth using a data-driven approach to PPC, combined with web support and a consistent social media content plan.
In 2023, we delivered 248 leads with a spend of $28.6k. This came out to a cost of $115.47 per lead and averaged at 41 leads per month. For comparison, this was an increase of 64% in leads per month from the same time last year and a -12% reduction in cost per lead.
Social media
Regarding social media, we increased their net Facebook followers by 152% and their LinkedIn followers by 31%. Overall, we increased their total audience by 259.6% and grew their total net audience by 47.4%.
%20%2B47.4.png?width=800&height=300&name=Total%20audience%20across%20all%20social%20channels%20increased%20by%20%2B259.6%25%20and%20Totla%20net%20audience%20growth%20(all%20channels)%20%2B47.4.png)
