Driving growth for an established Australian digital development agency
A targeted approach to brand marketing was needed to support Australian-based digital agency, Butterfly, achieve its aggressive business goals.
Butterfly came to The Walk to grow its website design and development business, choosing to partner with our team due to its proven success generating leads, and our strong focus on ROI. Butterfly was serious about achieving its goals for business growth and recognised we could help them take on this challenge.
After holding a discovery session with Butterfly’s senior team, we quickly came up to speed with their business, objectives, and challenges. Our subsequent strategy focused on delivering business growth by targeting specific niches within Butterfly’s ideal customer audience profiles. Collaborating with the client, we selected industries with the highest potential revenue, thereby ensuring marketing spend would deliver maximum impact for the client’s bottom line. Butterfly had ambitions to lead the security, compliance, and governance spaces in their segment. Simultaneously, our research revealed opportunities in the financial services and government sectors. The choice for targets became clear.
We launched a digital brand marketing campaign together with a lead generation campaign, both designed to position Butterfly ahead of its competitors while concurrently delivering valuable leads. As Butterfly is a digital website and software development agency, we could leverage its in-house skills. In true collaborative style, we provided our strategy, copywriting, and campaign expertise, while utilising their team to design and build landing pages as well as thought leadership assets. We targeted the financial sector by highlighting Butterfly’s strengths in security, and the government sector by showcasing Butterfly’s prowess with compliance.
Over a year, the campaign rolled out across search, content syndication, LinkedIn, and Facebook sequential ads. Gaining market insights while the campaign progressed, we discovered what was resonating around security, compliance, and usability, and optimised the campaign by adding the not-for-profit sector as a new target audience. In addition to the key capabilities featured across our ads, we developed and showcased Butterfly’s updated brand identity and tone of voice.
Expert targeting was coupled with brand messaging that spoke to the pain points found within specific industry verticals. Together with a clear demonstration of proven expertise, we helped Butterfly succeed in realising its ambitious goals for business growth.