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www.castleford.com.au
HUNTS MARINECASE STUDY: ORGANIC TRAFFIC, EMAIL AND LEADS
2
P 03 | Opportunity
P 06 | Solution
P 11 | Results
P 14 | Resources
CONTENTS
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HUNTS MARINE
Hunts Marine provide local boat sales, accessories, parts and service across NSW including Sydney, Wollongong, Batemans Bay,
and Toronto. They have over 70 years in the industry and separate themselves from the competition with features like free
at-home boat quotes for people looking to sell their boat, and very quick payments once a sale has been agreed.
Over the past 2 years we have worked with Hunts Marine, helping with driving organic traffic, lead nurturing through email
campaigns, and ultimately driving sales through their online and physical stores.
The strategy outlined in this case study explores a specific 4 month campaign which assisted the launch of a new Hunts Marine
website.
This strategy was coordinated by their Content Strategist, and their strategy evolved with the launch of their new website.
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GOALS
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12 3
BUYING A BOAT ENQUIRIES
DRIVE SALES THROUGH ONLINE
STORE
SELLING A BOAT ENQUIRIES
As the only online store to sell spare parts, we designed their strategy to highlight this point to potential customers. This
created a knock-on effect leading to more sales and physical location visits.
SOLUTION
Tailored content marketing for Hunts Marine
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STRATEGISE, CREATE, AMPLIFY
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At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. To achieve the
goals set for Hunts Marine, we needed to use a wide range of content types, consulting and support services.
Adjusting the Hunts Marine strategy was seamless thanks to our model where everything we do is priced in transferable
units.
WORDSWORDS WORDS GRAPHIC DESIGN
EMAIL CAMPAIGNS
EDITORIAL FEATURES
UX REPORTING & ANALYSIS
GOOGLE ADS MANAGEMENT
LANDING PAGES
EMAIL CAMPAIGNS & EDITORIAL FEATURES
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We managed the whole process of creating, sending, and managing a regular email newsletter for Hunts
Marine. Our in-house teams were able to monitor the successes and look for improvements after each
send-out. These newsletters helped drive the lead nurturing strategy.
Editorial Features played a huge part in driving organic traffic to the Hunts Marine website. These
high-quality editorial pieces drive organic traffic directly to the site as well as providing an overall organic
improvement to the website. Our Editorial team used our Content Mapping process to ensure the content
was as likely to succeed as possible.
EDITORIAL FEATURES
EMAIL CAMPAIGNS
GRAPHIC DESIGN & USER EXPERIENCE
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Hunts Marine took advantage of our in-house Graphics team to provide templates and graphic design assets
for their email newsletters. This was done to improve open and click-through rates on these emails.
GRAPHIC DESIGN
Prior to setting up a Google Ads strategy for Hunts Marine, we conducted a UX analysis on the website which
allowed us to identify various opportunities to improve conversion. This ensured we were able to get the
most from the Ads spend from day one.
UX REPORTING & ANALYSIS
ADS MANAGEMENT & LANDING PAGES
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Our consulting team created an Amplification Plan which our social team executed. This process resulted in
well-optimised paid campaigns which aligned with Hunts Marine’s goals.
Boat sales is a competitive space, so ensuring key Search Landing Pages were added to the site was a huge
part of the Hunts Marine strategy. Our Content Mapping process ensured these pages were strategically
written to beat existing content on the topic, with the length and breadth needed to compete in search.
ADS MANAGEMENT
LANDING PAGES
RESULTS
Content marketing success for Hunts Marine
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WHAT THE NUMBERS SAID
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ORGANIC TRAFFIC
Between November 2017 and February 2018 the website saw a 21% increase in organic
traffic
GOOGLE ADS ROI
Return on the Ads campaigns
managed by Castleford (lead value vs. spend)
was 73%
73%
EMAIL REFERRALS
5% of all website traffic comes
directly from users clicking links in the email newsletters
5% 34%21%
EMAIL OPEN-RATE
34% of email recipients opened the emails across
all campaigns (industry average is
around 13%)
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WHAT THE CLIENT SAID
"Castleford initially helped us with blog articles to educate readers on boating reviews and tips. When we moved into summer, a very important time for our business, we ramped up our strategy to focus on our new eCommerce website and Castleford was crucial in promotion on various platforms such as Email marketing and Google Ads during this time."
Jon HuntDirector at Hunts Marine
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
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WHITEPAPERS & EBOOKS
This is a selection of our Downloadable Whitepapers and Ebooks on a broad range of content marketing topics.
You can read about how content marketing works here, and browse more of our downloads here.
You can also subscribe to our fortnightly ‘Content Marketing Highlights’ newsletter, and find more valuable content in our Resource Library.
FACEBOOK MARKETING 50 tips and tricks to help you get Facebook marketing working for your business
SEO AND CONTENT MARKETINGThe leading roles both SEO and content marketing play in the digital marketing mix
INBOUND MARKETING BEST PRACTICESHow to generate higher-quality leads with inbound marketing best practices
THE FUTURE OF CONTENT MARKETINGYour guide on how to keep up with the ever- increasing rates at which content marketing evolves
USING SOCIAL ADS FOR LEAD GENMaximise your content marketing reach and generate leads through social media advertising
GOOGLE ANALYTICS GOALS How to use Google Analytics goals to tell you which content turns visitors into leads, and how much value that represents to your brand
LINKEDIN MARKETING 50 tips to help leverage LinkedIn marketing to build awareness and generate leads
WEBSITE REBUILDS50 key tips when creating your new site from a content marketing perspective
CONTENT MARKETING ROIThe essentials of content marketing ROI and how to drive bottom lIne results for your business
WEBSITE USER EXPERIENCE 60 actionable UX tips make life easier for your visitors and increase your chances of converting more of them into customers
WHITEPAPERS EBOOKS
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We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
Sydney
333 George St, Sydney, NSW 2000 +61 2 8973 1908
Auckland
19 Victoria St WestAuckland, 1010+64 9 951 6469
ABOUT US
Melbourne
31 Queen StMelbourne, VIC 3000+61 3 9018 5223
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