Fresh off picking up a much sort after Google Premier Partner Award, Perth-based Searchsmart Pty Ltd is focusing its award-winning talents on assisting the Australian business community to compete on the national and international stage.
The recently completed Google Premier Partner Awards are only open to digital agencies around the world that excel at digital marketing and providing superior customer support and Searchsmart ticked that box to be chosen as the “Innovation in Video Award” winner in the Australia-New Zealand section for a unique video creative campaign it developed for one of its longest serving clients.
In that campaign Searchsmart used some of the latest video ad formats as part of a strategy to circumvent the lead enquires process with the implementation of highly targeted “client-direct” marketing across multiple states and product lines.
Searchsmart not only worked closely with the client to fine tune the award-winning strategy, it also acted as a trusted business resource and helped guide the client through the multitude of decisions required to create and activate a successful online video based campaign.
As part of the process Searchsmart was able to develop the video creative for the client by determining the geographical priorities and target market personas and then executing the campaign to perfection.
By taking advantage of many of Google’s research tools, the client was then able to make informed decisions based on trusted data and insightful reports.
On the back of the immediate and unprecedented success of the video-based campaign, the client has continued to make additional changes to his website, enabling more video content to be prominently positioned alongside the more difficult to explain technical products, including technical and conversion focused videos.
With detailed knowledge about the power and depth of the data provided by Google and YouTube, the client is now making more informed decisions about which product lines will benefit from video marketing on YouTube, and helping his business to grow at a time when most related businesses are experiencing a serious downturn in profits.
Video focus
With the celebrations of the recent A/NZ success still ringing in its ears, the team at Searchsmart is now looking to use its award-winning skills to educate Australian business owners about the power of video based campaigns and how to control it effectively.
Searchsmart is rolling out a series of services that make it easier to engage with the innovative and sophisticated Google marketing initiatives – with a big focus on video marketing.
Searchsmart CTO, Steve Poulson, said the company has developed a modern, targeted video strategy team which is digitally-backed by the power of Google’s advanced research tools and internal support for campaign development.
Part of our strategy aims are to activate explosive paid Google campaigns for online and offline businesses, educating them and helping set their expectations about performance. Today, consumers expect detailed information to be given to them as quickly as possible and video does that extremely efficiently,” Mr Poulson said.
“In many cases, we can leverage existing content assets from our clients to deploy their campaigns, build a powerful research component and build out personas based on those research results, intelligent segmentation and then target our market with specific and hard hitting messages.”
This is a critical time for the businesses in Australia, with slow growth in the economy and household debt up in key regions, the power of an award-winning video and digital marketing talent, that understands the Australian landscape will be a key in turning things around for businesses right across the country.
