Fishburners is a not-for-profit that’s famous for its high quality startups and world-class community. It houses Australia’s largest community of scalable tech startups.
In 2018, with the opening of their new co-working facilities in Sydney it had an urgent need for new membership leads to help fill the new offices.
The marketing team also had the responsibility for myriad other initiatives and needed the help of a specialist team with experience in lead generation using digital marketing.
Once we had audited the site and marketing assets of Fishburners we implemented the following actions.
Lead Generation Strategy Development
After a comprehensive workshop with the marketing team we concluded that the key to signing new members was to get them to conduct a tour of the facilities.
We reverse engineered their path to membership and set up proper marketing funnels in order to give us the most chance of success.
The primary goal of all paid traffic and organic traffic initiatives was to drive inbound tours and membership applications.
Audited & Optimised Google Analytics
The existing Google Analytics implementation was not configured in a way that make it easy to track not only inbound membership inquiries but also the key steps that occurred before a membership application was submitted.
We implemented Google Tag manager and started tracking all of the key conversion actions on the site which allowed us to properly track and measure the effectiveness of our marketing activities.
Improved Local Visibility in Organic Search
We found that there were problems in the Sydney location with the Google My Business listing not appearing. We configured the local landing pages, updated all of the directory links and citations and within a month we had a dual page 1 ranking for “Coworking space Sydney” with the business appearing in both the maps and organic results on page 1.
Conversion Focused Landing Pages
Another key challenge was that the landing pages and calls to action on the site needed to be updated to match the lead generation strategy that was being followed.
We provided advice and guidance to update key content elements on the site to drive tours of the premises that would typically lead into membership applications.
Paid Traffic Campaigns
The final piece of the puzzle was the implementation of a paid traffic . generation campaign using both Facebook and Google Ads to bring targeted traffic to the site and to retarget those visitors who had downloaded lead magnets created for this purpose.
With the implementation of a proper tracking and measurement system the marketing team now had much more insightful data on how their website was functioning as a lead generation platform. In addition, the improved organic visibility in Google, when combined with the paid traffic campaign and high converting landing pages allowed Fishburners to achieve their membership goals within their desired timeframe.