How we helped RedSeed grow marketing conversions by 800% in six months

Born and bred in Christchurch, RedSeed is passionate about helping businesses, particularly retailers, realise their potential through coaching and training. RedSeed has a comprehensive course library, bespoke courses, a coaching (and soon-to-be-built) programme as well as an LMS. With hundreds of thousands of individuals having been trained by RedSeed, they’ve helped the likes of Weber, Kathmandu, Revlon, Foodstuffs, Calvin Klein, and more acquire the skills they need to succeed.

RedSeed had always had an eye on the opportunities that they believed lay across the Tasman. CEO & Co-Founder Anya Anderson also believed that Australia would form a useful test case for future off-shore efforts.

“We want to understand how [expansion into an international market] works so that we can replicate it when we choose to enter another market,” Anya explains.

The team’s ultimate goal is for every retailer to know who RedSeed are and what they do (a goal that Anderson admits is “quite aspirational”). In terms of the Australian expansion, this overarching goal was broken down into four specific aims:

• Build awareness

• Drive engagement

• Establish credibility

• Generate leads

RedSeed knew that digital marketing would drive their efforts to tick each of these boxes and that expert assistance would be critical. They had already set up their Australian arm but wanted to accelerate their presence in this foreign market.

While the search for marketing help was prompted by the desire for case studies, a range of other needs were soon revealed. It became clear that Millpond could benefit from the assistance of a marketing partner who brought a deep technical and strategic understanding, who could guide and implement their marketing and thought leadership efforts, and who could support Millpond on what they hoped would be an international growth trajectory.

It was at this point that Millpond got in contact with Traction. They instantly felt a connection, as Bronwyn explains…

There wasn’t a single reason that Traction formed the obvious choice for RedSeed – it was instead a rather complete, holistic match, with Traction demonstrating an understanding of what RedSeed was looking to achieve and an alignment with the company’s vision and mission.

“The initial proposal was really clear,” explains Anderson. “Digital marketing is not our space, but we’re eager to understand the reasoning and the logic. The time Traction took to do that was really reassuring and important.”

While RedSeed’s aims were global, they still valued local knowledge and expertise. Traction delivered on both counts.

“Location was important for us,” Anderson continues. “Traction are just down the road and we can see them in person. And they have international experience – that was quite fundamental given we were trying to hit off-shore markets.”

Finally, RedSeed identified expertise, service and support as non-negotiables. These were areas in which Traction had proven themselves time and time again.

“Traction is smaller, so we work with the key people in the business, not a low-level account manager. We’re well looked after by people that are really experienced. Traction was also really sure and really positive about the fact they could make a difference on our key KPIs. I was really confident because they sounded confident.”

“Traction is smaller, so we work with the key people in the business, not a low-level account manager. We’re well looked after by people that are really experienced. Traction was also really sure and really positive about the fact they could make a difference on our key KPIs. I was really confident because they sounded confident.”

Alice Mullins, RedSeed’s Marketing Manager, is equally glowing.

“It’s above and beyond what you’d get from your standard agency,” she says. “The monthly reviews are really helpful; recapping the to-dos and next steps. The support along the way, too – if there’s ever a question, it’s not hard to get an answer. And quick answers too, which is awesome.”

While RedSeed is only a couple of years into its trans-Tasman journey, since partnering with Traction, the results are beginning to show. Traction’s multi-campaign approach was crafted to appeal to potential customers throughout their buying journey, from awareness to consideration to conversion.

“We’re getting sign-ups and enquiries, and it’s creating momentum,” says Anderson. “Just from the numbers on inbound, we went from basically nothing to now having a consistent and rather healthy flow of leads coming in.”

More specifically, RedSeed’s sales pipeline is now consistently delivering 80 marketing conversions every month – an exponential improvement from the “basically nothing” described by Anderson.

“We’re getting sign-ups and enquiries, and it’s creating momentum,” says Anderson. “Just from the numbers on inbound, we went from basically nothing to now having a consistent and rather healthy flow of leads coming in.”

“When you look at the numbers, you’re like ‘Oh this is exciting!’” adds Mullins. “There are also very few leads coming in that are outside our target audience. Everyone who comes through warrants a call. It’s on the money.”

The RedSeed team has also seen other benefits from working with Traction. A website review helped them identify and fix a wealth of issues and inefficiencies that, according to Anderson, the company was totally unaware of, and the site had also been search engine optimised.

Having used a free trial to increase the number of generated leads by orders of magnitude since the beginning of 2023, it feels like the sky’s the limit for RedSeed’s Australian operations.

When asked to sum up Traction in a few words, Anderson and Mullins didn’t hesitate: confident and experienced while remaining fun, friendly and close-knit, and always with RedSeed’s best interest at heart.

If initial signs are anything to go by, it’s a partnership that promises to make RedSeed a household name not just in the New Zealand retail industry nor even Australia. All going well, they’ll be known by retailers right around the world.