Building trust and authority through digital marketing

Redwood Collections are a debt collection agency, providing a dedicated and specialist debt collection service, taking the responsibility and lifting the burden of debt management from their clients.

The Problem

Following our work together on a new brand strategy, we needed to provide direction, drive and focus to build on this work, amplifying Redwood Collections’ voice within the market through a consistent approach to digital marketing. Many businesses can be hesitant to use debt collection agencies, for reasons including stereotypes within the industry, a reluctance to trust third parties and perceived damage to a business’ reputation if debt is demanded with the wrong tone. It was therefore important for us to build an image of absolute trust and reliability for Redwood Collections within the digital space.

The Solution

Using digital channels, our aim was to:

- Publish content that customers could really learn and take value from, to become more educated and valuable leads

- Nurture prospects from awareness to conversion

- Generate more leads through the website

Our digital marketing strategy centred around the proven business philosophy of ‘They Ask, You Answer’. This content marketing approach is so successful because it gives customers the knowledge they seek – answering questions they are searching for online or presenting ideas before they even know they require them.

Having a clear understanding of the customer journey was also key for us to generate sustained engagement and increase incremental revenue. Knowing how to be in the right place, at the right time, with the right message was key to reaching these audiences and to build trust through well-crafted digital content. The overall intention was to take an ‘Always On’ approach – using research into specific and relevant search queries to understand the exact content and calls to action required to push users through from the awareness stage to conversion, and eventually advocacy.

Regular PPC and display campaigns alongside content marketing and organic social positions Redwood Collections as a strong competitor and amplifies their brand strategy. The wide variety of content also shows them as a trusted source with a voice of authority.

Leads driven via search and display since our digital activity commenced

+ %

Increase in average session duration

+ %

Increase in overall website traffic from PPC ads

What the client said

When we pitched out our new branding, we knew straight away that Jacob Bailey would be a great agency to work with. They’re genuinely engaging and took us on a carefully structured journey that delivered a brand that really captures who we are. And that we all feel genuinely proud of. Since then, we’ve been delighted with our new website and we’re seeing an uplift in sales enquiries as a result of Jacob Bailey’s ongoing digital marketing strategy.

Matt Collins, Head of Operations

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