Marketing Strategy Case Study
Funnels and Revenue: Improving Lead Generation by 100% for a Consumer Credit Firm
A consumer finance firm, with over 20 years of market presence, had plans to move most of its operations online. However, they faced challenges due to a limited budget and weak digital presence. The firm primarily offered financial products in the West Midlands area, with aspirations to expand their reach nationally.
The client had been experiencing low customer inquiries for an extended period and approached us with the objective of acquiring new customers within six months. However, the limited marketing budget and inadequate marketing infrastructure posed significant challenges to achieving this goal.
We collaborated with Experian Marketing Intelligence to obtain crucial customer data and establish an Ideal Customer Profile (ICP), which we utilised for both MQL (Marketing Qualified Leads) and SQL (Sales Qualified Leads) purposes. This enabled us to gain a comprehensive understanding of the target audience’s personas, their preferred communication channels, and the news websites they frequent.
To develop an effective marketing strategy, we conducted stakeholder interviews to gain a thorough understanding of the client’s unique selling point, strengths, and weaknesses. Based on the insights gathered, we identified several tactics to achieve their goals, including outdoor displays, Google Ads, Facebook Ads, SEO, lead referral partnerships, and direct response ads.
The new marketing strategy yielded impressive results, with a 109% increase in leads, 16% more page views, 21% more conversions, and improved organic search queries.
We were also able to increase their lead generation through website appointment bookings, enhance their brand recognition and net promoter score and improve their SEO ratings of both branded and non-branded keywords to reach the top 3 results. Additionally, we streamlined their onboarding process with a mobile-optimised application form, making it easier for new clients to sign up and start using their services. streamline their onboarding process with a mobile-optimised application form.
Our comprehensive approach to these areas allowed our client to achieve their goals and stand out from the competition. With increased lead generation, improved brand recognition, and better SEO ratings, they were able to attract more customers and establish themselves as a leader in their industry.