Case study · Professional services

Seek: connecting business buyers with new opportunities.

SEEK Business helps people progress their career and realise their dreams. They came to us to create and implement a plan to reach their target market.

Sector: Professional services
Service: Social media advertising
Channels: Facebook · LinkedIn

Digital marketingCampaign delivery

Two business colleagues meeting in an office.

The challenge

What needed to change.

Seek Business is Australia’s largest online business-for-sale marketplace. It connects people who have a vision of owning their own business with the franchises and businesses that are for sale.

The team had completed extensive research into their customer base and now needed a digital marketing strategy that would put that research to work and turn potential business buyers into conversions. At the same time, Seek Business needed to establish its own style and brand presence, distinct from the parent company Seek.

Approach

How the work took shape.

We took the research and shaped it into audience segments of people looking to buy a business. That gave us the structure for a funnel approach across social media and platform advertising, where each stage could filter the audience a little further and speak to it more directly.

The first decision was to define Seek Business as its own entity, separate from Seek. From there we developed the key messaging and a defined tone of voice, and wrote copy that would hold attention in a busy feed.

We combined platform advertising, social media advertising and organic social so that the brand presence stayed consistent wherever a potential buyer met it. Custom illustrations were created to work hand in hand with the copy and to stand out on the feed.

The audiences from Seek Business’ research were refined and targeted across Facebook, LinkedIn, Taboola and AdRoll. We then mapped the whole strategy to the funnel, with awareness campaigns at the top, website traffic in the middle and remarketing at the bottom to reach the people most likely to enquire about buying a business.

Seek Business Facebook ad creative on a phone.

The shift

The research only paid off once each audience segment met its own message at its own stage of the funnel.

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The work

The work, up close.

The result was a digital marketing strategy in which every part supported the others, planned and run by one digital marketing agency in Melbourne. Sharp copy, distinctive creative, a curated social presence, alternative advertising channels and tight targeting worked together over nine months. At the bottom of the funnel, a custom conversion meant an enquiry about buying a business, which made those conversions particularly valuable.