I performed as the sole Digital Marketing Coordinator at Discovery Rentals from Aug 2017 to Mar 2020, particularly for their subsidiaries Deck Chair Cruising and Discovery Campervans AU. During this time I implemented a broad range of marketing strategies in the digital space that increased our total number of leads, sharpened our conversion rate and generated greater brand visibility.
SOCIAL MEDIA, EDM AND BRAND VISIBILITY
Quickly creating high-quality web assets in Adobe Photoshop and Premiere Pro for social, EDMs, landing pages and PPC campaigns was a powerful tool in catching the eyes of more cruise lovers flying through the feeds of Facebook and Instagram particularly.
At first I was pursuing conversions purely, but over time I learnt engaging content that builds trust and brand identity in the marketplace is vital for a healthy prolonged customer relationship.
PAID SOCIAL ADVERTISING
As Digital Marketing Coordinator at Discovery Rentals, I was responsible for achieving an expected ROI with a sizeable budget each month on Facebook Ads Manager. I grew this budget considerably over 2.5 years, as I was able to secure a low cost-per-lead for our primary campaigns and scale the results for the company.
CONVERSION RATE OPTIMISATION: THE SLIPPERY FUNNEL
Discovery Campervans initially used an overly complex reservations box as their very first step of the sales funnel. The box gathered all necessary info it needed at one time and then pushed them into a vehicle search results page to pick and get a quote.
Using Google Analytics and HotJar heatmaps and screen recordings, I discovered most site users left the res box form half completed or lost interest on the following page and left the site.
My idea was to turn this res box into a ‘slippery’ funnel that gave the customer simple, easy to answer questions broken down across multiple pages. Almost sliding them into a quote.
We split-test the new design for 3 months. The new ‘slippery funnel’ was able to nearly double our monthly leads and remains the sites primary sales funnel now.
MARKETING AUTOMATION: FB MESSENGER CHATBOT
In the final 6 months of my employment with Discovery Rentals I designed and implemented a ChatBot through a third party platform called ManyChat.
The bot was built as a solution for qualifying the large amount of enquiries Deck Chair Cruising was receiving through Facebook Messenger.
The above images show two ‘flows’, one is a conversation map for educating customers on deals, brands and destinations and the other is a step-by-step cruise search that links them to the site at the end of the conversation.
It is all up and running now if you want to try it out here.
DAILY TO-DO LIST EXAMPLE:
A LIST OF TASKS I WOULD HAVE TO COMPLETE IN AN AVERAGE DAY IN MY ROLE AS MARKETING COORDINATOR AT DISCOVERY RENTALS.
- Finalise Creative, Input Links and Schedule EDM (Cruises)
- Clear Out Agora for Facebook Comments and IG
- Schedule 3 x Org. Posts For FB & IG (Cruises)
- Optimise FB Conv. Campaign Summer Sale Ad Set – New Images – Change Audience to Lookalike 2-4%
- Facebook Business Partner Meeting (30mins)
- Brainstorm Edits For Campervans AU Funnel – Step 4
- Design Mock Ups For Campervans AU Funnel – Step 4
- Log Into Commission Factory – Clear Inbox
- Approve New Affiliates
- New Banner Asset 1200 x 600px for Commission Factory Affiliates
- Build Landing Page for Princess Cruises New Program Launch
- Brainstorm First Send-Out Designs and Finalise Timing