Fast Track Communications

Fast Track Communications (FTC) provides a service akin to one of those classic engine pieces that keep a machine going – you don’t always think about it specifically, but when it’s not there or not functioning properly – everything grinds to a halt. The hardwiring work and tech that goes into everything from Stadium Audio Projections, School Internal Comms Networks, Major Office Audio and Visual channeling,  and more are all what FTC specialise in.

Being a pioneer in providing this service to the Sydney Region and beyond, they’ve relied on a traditional sponsorship/relationship-based referral structure. This served them well for a long time, but the thing about time is, it’s a-changin’. They realised the need for a more formal and strategic marketing engagement because their clients and the decision-makers were changing and the market continuing to evolve ever more rapidly.

So what are our tangible objectives? Considering their digital footprint was basically zero at this point in time, it was a ground-up approach. This meant identifying and segmenting their new marketing channels, determining which focus applies best to each channel, and hitting the ground running. We were lining up targets of Brand Awareness, Consistency of Messaging, Technical Content, LinkedIn Lead Gen, and Testimonials

Every job is going to have its challenges, and this was no exception. When you’re starting with a nearly blank slate, these are the key challenges you need to face head-on and consistently through any strategy that you implement:

• • Determining where to focus time and attention and investment.
  • Attributing strong ROI and connection to sales opportunities
  • Ensuring professionalism and integrity were present at all points of user interactions

Our crew put their hands in the circle and did the “1 – 2 – 3 Go Team” huddle up before we broke off and tackled this project simultaneously from 4 clear avenues: Website Build, Google Adwords Management, SEO Management, and Social Ads Management.

• Website
  – Designed and developed an independent website representing the brand and its focus on Audio Visual products and services. This website would act in supporting the main website until such time it was revamped.
• Google AdWords Management
  – Google was mined for targeted relevant keywords chosen to expand the reach and get laser-targeted clicks back to the website. Ads focussed on maximizing quality scores, with the view of outranking competitors
  – Campaigns regularly sifted for search terms/adding negative keywords, monitoring performance, etc.
• SEO Management
  – Fast Track Communications required a robust SEO strategy that would help build brand awareness and organic traffic.
  – General audit, On-page reviews, Keyword and Competitor Research, Content Planning & Correction, Off-page SEO.
• Facebook/Instagram Ads Management
  – Content cascaded which was aligned with tactical marketing funnels (all levels) and targeted towards specific audiences. Audiences also went through a retargeting journey when they visited the Fast track website.

While some people geek out over numbers, they can be a little overwhelming when jotted down like below. What’s important to notice is the massive % upswing in all the right places. Across the 4 avenues of marketing, an average of 287% positive increase was achieved for each channel over just 1 year. And we’re still not done! With our upcoming Website Rebuild Launch, we’re excited to see how this final piece of the puzzle locks in all this hard work and elevates the marketing strategy even further.

Google Adwords:

The Google Adwords program delivered +202.71% in total users to the website in 2021 (7,480 users) vs 2020 (2,471 users).

As a direct result, the website received +137.36% YOY growth in total conversions during 2021 (216 conversions) vs 2020 (91 conversions).

Considering that the Average Account Value sits between $20,000 and $50,000, the ROI for this client is tremendous!

Social Media Ads:

YOY (2021 vs 2020), Fast track Communications welcomed a +472% increase in total users on the website as a direct result of social media activities

The campaign strategy acted as a fantastic enabler in attributing results in the overall marketing strategy

SEO:

Fast Track Communications experienced fantastic growth in overall sessions YOY (+237.41%) as a direct contribution from organic and the extensive optimisation work which is done in the background – 2020 (294 sessions) vs 2021 (992 sessions)

Session durations for organic traffic also greatly improved as we started to drive content and blogs which were more engaging. The average session times grew from 1:27 min in 2020 to 2:01 min in 2021.

Conversions through this channel also spiked YOY as a direct result of the ongoing SEO optimisations we were delivering, experiencing growth of +385.71% YOY!

Website:

Further to the above results, we are in the process of revamping Fast Track Communications website to drive up UX/UI and ultimately grow sessions and conversions for the business.

The work Advantage has done for FTC has meant that this pioneering business will continue to lead its industry and remain at the forefront of its client’s minds when it comes to its service needs. The crucial realisation that things can never stay the same when you want to succeed in business, meant that FTC got in touch with us at the right time and has now secured a profitable and expansive future for their excellent business and stellar brand.