How we transformed Roubler's brand and delivered 463 demo bookings
Roubler, a leading workforce management software platform, owned by MYOB, needed a solution to elevate brand awareness, enhance engagement, and drive more demo bookings and pricing requests through their website.
With a focus on efficiency and scalability, Roubler needed to position itself as the go-to solution for businesses seeking seamless onboarding, rostering, management, and payroll solutions.
Windsorborn set out to develop a holistic strategy that seamlessly integrated brand building and performance marketing.
We developed a new brand positioning with aligned messaging for Roubler, to resonate with their audience of HR managers, business owners, and founders. The refreshed narrative emphasised Roubler’s commitment to making business flow smoother with an all-in-one workforce management solution, aligned with their core message: Business Runs Smoother on Roubler.
A key part of our approach was to refresh Roubler’s online presence with dynamic website photography and animations. We focused on showcasing Roubler’s intuitive platform and its key features onboarding, rostering, and compliance, in a visually engaging way. These updates helped simplify complex concepts, making it easier for potential customers to understand Roubler’s value.
We focused on creating solution-based educational content that positioned Roubler as a thought leader in the workforce management space. From articles to case studies, the content emphasised real world applications of Roubler’s solutions, further building trust and credibility.
With a streamlined tone that reflected Roubler’s no-nonsense, detail-oriented brand personality, we crafted website copy that spoke directly to the pain points of Roubler’s audience. The new copy highlighted the benefits of automation and compliance, using clear, straightforward language to communicate the value of Roubler’s offerings.
Our Performance Marketing Strategy and growth marketing approach allowed us to test and iterate quickly, ensuring that we consistently optimised for the best results.
Leveraging insights from social audits, we designed a robust content strategy for LinkedIn, Instagram, Facebook, and TikTok. This strategy included targeted content pillars that balanced educational and engaging content, helping to grow Roubler’s presence in key markets like ANZ, UK, South Africa & Singapore.
We supported our ad campaigns with bespoke benefit-led landing pages centred around social validation. These landing pages also included personalised headlines based on ad keyword segmentation.
We restructured Roubler’s ad campaigns to target high-intent keywords and improve ad relevancy, focusing on driving demo bookings through a mix of brand and non-branded search terms. We also tested various bidding strategies, adjusting based on campaign performance to maximise conversion efficiency.
Recognising the opportunity in non-branded search terms, we improved Roubler’s organic rankings by addressing technical SEO issues and optimising content for high-value keywords related to workforce management. This approach helped to capture organic search traffic with high intent, driving quality leads to the website
We created targeted nurture sequences that leveraged existing content like webinars and whitepapers. This approach ensured a consistent follow-up with prospects, driving them toward conversion with valuable, informative content.
Results
- We saw a clear uplift in performance results once we had included updated Brand assets within the campaigns across Meta and Google Ads.
- Our collaborative approach ensured that every decision was tailored to Roubler’s needs
- The Windsorborn team were able to implement innovative tools and strategies for Roubler to drive improved performance.
