Making the Case by Driving Results
The goal of financial services marketing is to position the advisor and firm for sales success with well-crafted messaging, campaigns, and strategy. Here are a few case studies within and apart from insurance and wealth management.
Driving Visibility for an Established Financial Advisor
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A New York-based Financial Advisor revamped his website; however, he struggled to understand why he wasn’t seeing any impact.
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Upon review, I noticed meta descriptions, title tags, alt text, high-priority keywords, and long-tail keywords were missing from the site. Keyword research was performed, links to high authority sites were integrated within pages, custom content was added, and CTA buttons were given a creative touch.
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While performance continues to be monitored, initial results beat expectations:
Page views increased by 661%
Users increased by 592%
Average user engagement increased by 71%
Increasing Impact, Decreasing Spend
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An Asheville-based child development and foster care facility wanted to drive donations and referrals. They couldn’t understand why they weren’t seeing results from social media paid ads.
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After consulting with their internal marketing team, it was clear that a lack of an organic strategy was adversely affecting their paid ad performance. Also, ad messaging didn’t align with the demographics of their LinkedIn Company Page and Facebook Business Page. I proposed they move forward with a family-centric Facebook organic content strategy and a case study/high-net-worth investor-centric organic LinkedIn content spend. Lastly, I recommended they rethink their paid approaches while evaluating organic performance.
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Leading with organic and going with a scaled down boosted post paid strategy drove positive outcomes for the non-profit:
15% increase in referrals
11% increase in donations