Frequently asked questions
About Racket
Racket Agency is a full service marketing agency based in Richmond, Melbourne, working with businesses across Australia and New Zealand. We build the strategy and then implement it, covering SEO, paid media, content, branding, websites and CRM under one roof. For most clients we operate as their marketing department rather than an external supplier, with an account manager accountable for the plan and the results.
Racket Agency is based in Richmond, Melbourne, and works with clients across Australia and New Zealand. Distance does not change how we work. Melbourne clients often meet with us in person, everyone else works with the same account manager over video and phone, on the same weekly contact and the same reporting. Several of our longest running client relationships sit outside Victoria.
Racket Agency has been operating for more than 10 years, working with clients across a wide range of industries. The measure worth paying attention to is not how long we have been around, it is how long clients stay. Retention sits at 94%, and several relationships have run for eight years or more, which means we have taken those clients through multiple strategy cycles, market shifts and rebrands.
Racket assigns you an account manager as your main point of contact, supported behind the scenes by the specialists your goals require. Which specialists are involved depends on the strategy. A paid media heavy account draws on our performance team, a brand build draws on design and creative production. You deal with one person who owns the plan, the reporting and the deadlines, rather than managing five separate relationships.
Racket works to your business goals rather than marketing metrics, and reports on marketing efficiency ratio so you see return against total spend. We are used to the demands of boards, investors and the pressures medium sized businesses carry, so the conversation is about revenue and pipeline rather than impressions. Client retention sits at 94%, and we integrate as your marketing department rather than sitting outside it.
Pricing and engagement
There is no set price for a marketing agency in Australia. Agencies charge differently, and cost comes down to the outcome you are chasing and the tactics needed to reach it. A single service like SEO sits at one end, a full marketing function covering strategy, paid media, content and creative sits at the other. The more useful question is not what an agency costs, it is what return the work is expected to produce.
Racket works to contracts, and a typical retainer runs for six months. The contract exists so the terms are clear on both sides, with no grey area on what we are delivering, what it costs and what we are accountable for. Six months is also the minimum realistic window to build, launch and optimise marketing before judging whether it is working. Project work is scoped separately.
Racket sells strategy as a standalone project, and also builds it into every retainer. If strategy is all you need, we scope it on its own. The advantage of running it inside a retainer is that we do not hand over a document and walk away, we implement and manage the work ourselves, so delivery stays aligned to the strategy as your goals and the market shift.
Cost moves with the scale of the work and the number of tactics being delivered. Running paid search alone costs less than running paid search, SEO, email and creative production together. Volume matters too, a business producing content weekly needs more resourcing than one producing monthly. Whether you already have brand guidelines, a working website and a clean CRM also changes how much groundwork is needed.
How we work together
Onboarding with Racket starts immediately and focuses on getting our team the access, information and background needed to begin work. That covers platform access, brand assets, historical performance data and time with the people who know your business. The first month is deliberately high contact, with frequent meetings with your account manager as early implementation gets underway, so you see progress rather than waiting on a first report.
Your account manager is your main point of contact, and you will hear from them weekly, often several times a week. Most of that contact runs by email and phone. Formal meetings run monthly for most clients, while clients with more moving parts, higher spend or faster campaign cycles meet with us weekly instead. The cadence is set to suit the work rather than a fixed agency template.
Racket is built to operate as your outsourced marketing department, which is how most of our client relationships work. We integrate into your business so there is someone accountable for marketing, sitting across strategy, budget and delivery. Instead of hiring a marketing manager and then briefing separate suppliers, you get one accountable lead plus a full team of specialists across paid media, SEO, content, design and CRM.
Racket works both as a business’s entire marketing function and alongside existing internal marketing teams. Where a client has no marketing manager, we operate in that role. Where there is an internal team, they are often coordinating several agencies at once, so we consolidate that delivery into one relationship. It keeps execution consistent and tied back to the strategy and the business goals.
Results and reporting
Most digital campaigns need around three months running before they are properly optimised. Direct response channels move faster than that, while top of funnel brand awareness work takes anywhere from several months to a year, particularly in traditional media. In every pitch we include expected outcomes drawn from industry benchmarks and our own client data, so you have a view of what results to expect and when. We always present those as projections, not guarantees.
Racket reports on every tactic that can be measured, with a plain English overview sitting on top of the detail. Our reports are extensive, not to overwhelm you but because we would rather you always know exactly where your results sit. Your account manager writes the overview, covering what happened, what it means and what we are changing next. You can read the summary or go as deep into the numbers as you want.
MER stands for marketing efficiency ratio, and it measures total revenue against total marketing cost. Impressions and click through rates tell you very little about the bottom line. MER takes in everything you spend on marketing, from media budget to print costs for collateral to what you pay us to manage and implement it, and sets that against the revenue produced. It gives business owners, senior leadership and boards a single number for the return on their whole marketing investment.
Across more than 10 years Racket has delivered outcomes including 48% revenue growth, a 284% increase in inbound leads and a 41x marketing efficiency ratio. Those results come from long running client relationships rather than short campaigns, which is where compounding gains actually come from. Full detail on the strategy, the work and the outcome sits in our case studies.
Who we work with
Racket works best with medium sized businesses, generally those turning over $10 million or more. At that scale marketing has to answer to a board, investors or a senior leadership team, and the reporting and accountability requirements change accordingly. It also usually means more moving parts, multiple products, locations or channels, which is where a full service team is more useful than a single specialist supplier.
Racket works with both B2B and B2C businesses, spanning manufacturing, SaaS and professional services through to high end consumer goods. The strategic principles are the same either way, the execution differs. B2B work weights toward longer sales cycles, lead quality and CRM nurture. B2C weights toward revenue, marketing efficiency ratio and creative volume. Several of our clients operate across both, which is where having one team across the full mix matters.
Racket specialises in manufacturing, high end consumer goods, SaaS and professional services. That is not an exclusive list, but depth in those sectors means we already understand the buying cycles, channel dynamics and realistic acquisition costs, so we are not learning your market on your budget. Where we take on a client outside those categories, it is usually because the commercial model looks familiar even if the product does not.
Marketing
A full service marketing agency handles both strategy and delivery across every marketing channel, rather than specialising in one. That means specialist teams in each discipline, all working to the same business goals and the same strategy built to reach them. The practical benefit is that you are not managing five agencies and stitching their work together. Strategy stays intact because one team owns it end to end.
Racket Agency offers full service marketing, from paid media and SEO through to branding, websites, content, CRM and creative production. Paid media runs across Google Ads, Meta, TikTok, LinkedIn and Reddit. Email and CRM work sits in platforms like Klaviyo and ActiveCampaign. We also cover GEO, traditional media and print, sales automation, and video and photography production. Not every client takes everything, so we work backwards from your business goals to decide which tactics are worth running.
You can start with a single service, though most clients begin with a goals conversation that determines the right mix. Sometimes that is one channel and sometimes it is a broader programme. If you have budget constraints or you only want one thing, get in touch and we will tell you honestly whether we are the right agency for the job.
Branding
A branding project covers positioning and strategy first, then the identity system, then the rollout that puts it into market. That usually means a positioning workshop to agree what the business stands for, a brand hierarchy if there are multiple divisions or sub brands, and a full set of guidelines covering the logo system, colour, typography, imagery, tone of voice and templates. It finishes with the applied work, collateral, website and launch, so the brand actually lands rather than sitting in a PDF.
Whether you need a rebrand or a refresh comes down to your business goals, your market position and how your brand is currently perceived. Sometimes the honest answer is that you need neither. We are not in the business of doing branding for the sake of it, so we start with your goals, then look at the market, your competitors and what genuinely makes you different. Once that picture is clear the scope becomes obvious.
Racket runs branding as a standalone project when that is what a business needs, with no marketing retainer attached. In practice most businesses cannot pause revenue for the months a full rebrand takes, and marketing has to keep running while the brand work happens behind it. That is why we often recommend running the two in parallel, so lead flow holds up during the build and the new brand launches into a market that is already warm.
Websites
Racket builds websites and manages them on an ongoing basis, but does not host them. A build with us covers UX design, copy, creative direction and CRM integrations, and once the site is live we handle content updates, new pages, ongoing SEO work and development support. We always recommend using an independent host rather than an agency owned one, so your site stays under your control regardless of who you work with.
Racket mainly builds on Shopify and WordPress, and has developed on other platforms where a project called for it. The platform is a decision we make with you rather than a default we apply. Shopify suits ecommerce, WordPress suits content heavy and lead generation sites, and sometimes an existing system or a specific integration decides it for us. What matters is what your business needs the site to do.
Every website Racket builds has foundational SEO in place before it goes live, so search engines can crawl and index it from day one. That covers site structure, page titles and headings, speed, mobile performance and clean technical setup. Where we are replacing an existing site, we plan the migration carefully and map redirects so the rankings and traffic you have already earned carry across rather than being lost.
SEO
SEO covers technical foundations, on-page optimisation and ongoing content work, with the mix set by your goals and the state of your site. Technical foundations come first, covering crawlability and indexation, site architecture, page speed, mobile performance, structured data, redirects and broken link fixes. On-page work covers keyword research and mapping, page titles, meta descriptions, heading structure and internal linking. The ongoing part is new content, refreshing existing pages, building authority, and tracking performance in Google Search Console and GA4.
SEO typically takes a few months to build momentum, and competitive search terms take longer than that. It also needs consistent work rather than a one off fix, because rankings are relative. If you stop and your competitors keep going, you lose ground on positions you have already paid to win. That is why SEO works best as ongoing work rather than a single piece of setup.
Racket delivers local SEO, which matters for any business serving customers in a defined area or trading from physical locations. It covers Google Business Profile management, location specific pages, local search terms, reviews and keeping business information consistent across directories. For multi location businesses it is the difference between ranking nationally and actually showing up when someone searches in the suburb where your store is.
SEO is still worth it, because SEO and GEO share the same foundations and strong search visibility predicts whether AI tools cite you. AI answers are built from indexed web content, so if search engines cannot find or trust your site, the models generally cannot either. What GEO adds is structure. Content has to answer the way people prompt rather than the way they type keywords, which changes how pages are written and formatted. You need both, not one instead of the other.
GEO
GEO, or generative engine optimisation, is the work of getting a business cited in answers produced by AI engines like ChatGPT and Gemini. Racket Agency delivers GEO alongside SEO, structuring content so engines can lift it directly rather than skip past it. It matters because Forrester’s 2026 survey of 18,000 buyers found 94% used a generative AI tool during their most recent purchase, and Google’s AI Overview now sits above the traditional results. If the answer does not mention you, you are not on the shortlist.
SEO gets you ranked in search results and GEO gets you cited in AI answers, and both run on the same technical foundations. Both need a site that search engines and AI crawlers can crawl, index and trust. The difference is structure, because GEO content is written around the way people phrase prompts rather than the keywords they type. Racket Agency runs the two together, since one analysis of 3.7 million AI citations found 91% of cited pages appeared on only one platform.
Racket Agency tracks AI visibility for clients on GEO retainers, monitoring how often a business is cited across ChatGPT, Gemini, Perplexity and Google’s AI Overview. It works differently to rank tracking. Instead of a single position we monitor a set of prompts your buyers actually use, and because AI answers vary between runs the measure is share of voice across repeated checks rather than a one off lookup. That gives you a trend line you can act on.
Whether your business needs GEO now depends on your industry, because AI answers dominate some categories and barely appear in others. AI Overviews show on 88% of tracked healthcare queries, 83% in education and 82% in B2B technology, while retail, property and sport sit under 6%. The quickest test is to run the questions your buyers actually ask and see what comes back. Racket Agency has specialists delivering GEO now, so if the answer is yes we can start immediately.
Paid media
Racket Agency manages paid media across Google Ads, Meta, TikTok, LinkedIn and Reddit, and buys through Nine for broadcast video on demand. We also work with programmatic agencies where a campaign needs inventory beyond the self serve platforms. Not every client runs everything. Which platforms we use comes down to your business goals, your budget, and where your audience is most likely to give you cut through.
Ad spend is billed separately to Racket’s fee and charged directly to your card, so there is no markup on media. You see exactly what you are spending and exactly what you are paying us to manage it. That separation also means your media budget can move up or down without renegotiating the retainer. It is the same reason we report on marketing efficiency ratio, which only works when total spend is visible.
There is no single right advertising budget, because it depends on what you are advertising, your goals and the platforms involved. Some platforms have practical minimums, and if a budget sits below the level where a campaign can gather enough data to optimise, we will tell you it is not worth running yet. We work the number out with you and explain the reasoning rather than quoting a figure at you.
Content
Racket Agency produces social content, website and landing page copy, blog articles, EDM copy, ad copy, collateral, product scripting and internal communications. Content is produced to support the tactics we are running rather than sold as a standalone service, so a paid social campaign gets creative and ad copy, an SEO retainer gets articles and page copy, and an email programme gets the sequence written. That keeps everything working to the same strategy.
Racket writes the content for most clients, though some prefer to draft it themselves and have our team refine it. Where a client is a genuine industry voice, their own thinking carries weight that ghostwriting cannot replicate, so we edit rather than replace it. Either way it goes through the same review, so tone, accuracy and structure stay consistent across everything in market.
All content Racket produces is originally written, and every piece is run through AI detection before it reaches the client. AI tools may be used as an aid during research or drafting, but the writing itself is human. The detection report is supplied alongside the copy whenever work is presented, so you are not taking our word for it.
CRM and email automation
Racket Agency is a partner with both ActiveCampaign and Klaviyo, which is where most client CRM and email programmes sit. We have also worked in HubSpot, Salesforce, Dotdigital and Mailchimp, so an existing platform is rarely a reason to change. Which one suits you depends on how you sell, since Klaviyo is built for ecommerce lifecycle and ActiveCampaign handles longer B2B nurture and sales follow up better.
Racket builds automations around how your business actually sells, covering sales team follow up, lead nurture and ecommerce customer lifecycle. For B2B that means the sequences that keep leads warm and prompt the sales team at the right moment. For ecommerce it means full lifecycle flows in Klaviyo, from welcome and abandonment through to post purchase and win back. Both are built to recover revenue you have already paid to acquire.
Racket both builds the flows and manages the platform on an ongoing basis, depending on what your team needs. Automations are not set and forget. Ongoing management covers refining creative and copy against performance data, maintaining segmentation and deliverability best practice, and reviewing what is working. We also train your team on the platform, so they can run day to day work themselves if that is what you want.
Creative production
Racket Agency produces video and photography, and you own the edited assets delivered under your project contract. Raw or unedited footage is not supplied unless the contract specifically includes it, which is why every production project starts with a written scope covering deliverables, usage and ownership. That way there is no ambiguity about what you are getting or what you can do with it later.
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Leads, revenue, sales, growth, whatever one you’re chasing, we’re built to help you catch it.
