Uplift in unique website visitors YoY from 2020 to 2022.
Increase in social media post engagement from 2021 to 2022
Average monthly increase in Twitter followers.
The Australian Leadership Index (ALI) is a large national research study which provides a comprehensive picture of leadership for the greater good in Australia across government, public, private and not for profit sectors.
Working closely with Swinburne University of Technology, Sky High Digital has been helping the Australian Leadership Index reach a national audience since 2019 across web, social and email platforms.
This project started off with the ALI research team’s search for an online marketing agency to help them create a brand identity, complete with customs logos, colour schemes and a full website build. From there our relationship grew with each passing month, from building that website to now managing their digital marketing strategy.
Digital marketing strategy, branding, web design,
website migration, SEO, social media marketing
In 2021, after managing the Australian Leadership Index’s marketing successfully for a number of years, it was time for a brand refresh. It was decided that a new website platform would be needed, something that could house both research articles and the interactive dashboard built by our partners at Dassier, with a full website migration required to complete the build.
After identifying that need our team got to work, beginning the planning process for a complete website migration. Each step was meticulously executed to prevent any interruptions to the index’s organic search visibility, helping to ensure that the project’s SEO would stay in great shape while the re-design was executed.
For the re-design itself we created a site that featured a better user experience, with enhanced data visualisations and handy how-to-guides for those not familiar with the Australian Leadership Index and its functions. We also conducted a full search engine optimisation process using best practice SEO to help ensure that those looking for leadership research, statistics and information would quickly find the Australian Leadership Index.
When completed this website re-design quickly led to improved results, decreasing website bounce rate by 13.61% in the first year and boosting unique visitors by 28% YoY from 2020-2022. The website is now ranked #2 for ‘Australian Leadership’ and #3 for ‘Leadership In Australia’, a terrific result and reflective of the SEO and web design work we completed for the ALI research team as their online marketing agency of choice.
In addition to this technical work we have also developed and managed social media channels for the Australian Leadership Index since 2019, helping to increase the visibility of the ALI teams research and the state of leadership in Australia. LinkedIn and Twitter were selected as the best platforms to market the index on, with the ability to leverage existing university contacts on LinkedIn and Twitter’s political-orientation a natural home for our public survey metrics.
We devised a content plan for these channels to be shared out each week in collaboration with the research team, highlighting the project’s survey data in creative ways and leadership-related research both from within Swinburne and from other institutions. This was combined with a number of organic growth tactics along with social media advertising campaigns, featuring customised targeting options to ensure efficient growth across each channel.
Since commencing this ongoing social media marketing work we’ve seen great growth across both of these channels, with an 111% increase in social post engagement from 2021 to 2022 alone and an average monthly increase in Twitter followers of 22%. We’ve also been able to add hundreds of followers to the ALI LinkedIn page without any advertising budget, averaging 5.5% monthly growth using only organic methods.
Along with this work managing the index’s digital marketing strategy, we regularly assist the ALI team with their event marketing, helping promote events for index supporters at Swinburne and utilising the registration details of attendees to support our monthly newsletter. Email marketing is a great way to keep in touch with those already invested in your business, and for the Australian Leadership Index it’s a great way to bring supporters, researchers and media members closer to the research team with exclusive content and direct contact each month.