Digital Marketing Growth Case Study: OnMarket

18 Dec Digital Marketing Growth Case Study: OnMarket

The Client

OnMarket is Australia’s largest equity raising platform and is at the forefront of helping
companies at all stages of growth to access capital and connect with strategic investors.
They also provide fair access to IPOs through their website and OnMarket app.
Combined, the OnMarket team has over 140 years’ experience in the Australian capital
raising market and holds the record for the largest Equity Crowdfunding deal in the world by
number of investors.

The Challenges

When OnMarket approached our team, they faced the unique challenge of introducing
Equity Crowdfunding into a market that had not existed in Australia before. We were
acutely aware of the importance of our approach and the marketing advantages of
leveraging the first-mover advantage.
The vision for growth had its foundations in OnMarket positioning itself as a leader in
this space whilst gaining market share from the get-go.

The Approach

OnMarket needed a precisely planned strategy – and that’s exactly what our experts delivered.
Our PPC specialists created a roadmap that would maximise the opportunities of pay-per-click
platforms and was segmented into two phases, which were determined by specific goals and
targets. To complement and boost the organic reach of OnMarket, we also carried out a
comprehensive SEO review and content audit.

The Focus – Phase 1:

Phase 1 focused on building the client’s upper funnel, brand awareness and positioning
OnMarket is a leader in this space. Our team got to work putting together a powerful Brand
Awareness and Reach Campaigns that were delivered on the Google Display Network and
YouTube.

Goals:

The goals of phase 1 were:

• To achieve 2.5m impressions per month
• Raise brand awareness
• Drive engagement
• Grab a share of the voice in the market
• Leverage the first-mover advantage position to solidify the client’s thought
  leadership position.

The Focus – Phase 2:

Phase 2 was all about acquisitions and sign-ups. An omni-channel approach was implemented
utilising a combination of winning Google Ad Campaigns, Facebook Lead Generation and ROKT.
The focus was on capturing people who were looking for investment options and strategic
targeting methods to reach those who were closer to converting.

Goals:
The primary goals of phase 2 were to reach a set target for sign-ups via the website & app
downloads.

The Results

• By increasing the total engagements online and reaching a larger audience of pre-qualified
  leads OnMarkets’ brand awareness and market position grew rapidly, sustaining more than
  2.58m impressions per month across multiple successful campaigns.
• We also produced a content strategy and on-page recommendations, which helped
  OnMarket ranks number 1 for their core product – “equity crowdfunding”

Exceeding Targets

• Our team surpassed the targets set out at the beginning of the campaign and, in doing so,
  far exceeded the clients’ expectations. We achieved a 4x increase in leads from month one
  to month four and an impressive 60% drop in CPA.
• Through considered, strategic management, Efficient Media hit the clients budgetary KPIs
  through an expertly optimised, growth focused PPC strategy.

Please don’t take our word for it.

“We engaged Efficient Media to promote the relaunch of our brand & drive investor membership
growth via PPC advertising across a combination of search, social, display & video. From the
detailed planning through to implementation and constant optimisation of campaigns, we were
able to ensure our budget was put to best use and met our objectives (reducing our CPA by 60%).
The team also provided an in-depth review of SEO & a content strategy, which helped us grow
our organic reach. Tim & the team have also supported several of Onmarket’s equity
crowdfunding raises through various digital marketing campaigns, which have helped raise
capital to meet our client targets.
Efficient Media comes with my highest recommendation.”

Tim Eisenhauer | Managing Director
OnMarket