Sweet Results in Tough Financial Planning Industry!
Fitch Financial Partners is a small financial planning company based in Southern California. They did all the traditional, new media activities to drive their business. They created a website, used email marketing and even used Google PPC campaigns to try to drive leads. Then, they approached Candybox Marketing to find out why it wasn’t working.
Life Settlements Landing Page
In approaching any project for a prospective client of any size, we started with the basics. Who are your prospects and what do you want them to do? After consulting with them and learning their budget we proposed a Landing Page program to accomplish their goals.
We created 2 landing pages for 2 components of their business. One was specifically for a very popular, but new, financial product and the second landing page was for their basic financial planning services. We included Search Engine Marketing strategy to pull people who were searching for these products and services online directly to 1 of the 2 micro sites.
We chose a landing page strategy for them primarily because of their budget. They did not want to engage in a full redesign of their website.
A landing page program has a few benefits and a couple of weaknesses in comparison to a complete website.
Landing Page benefits compared to a complete website:
• Less expensive
• Quicker to implement
• Direct, single-focus call-to-action
• Great for one-off campaigns
Landing Page weaknesses compared to a complete website
• Google Page Rankings
• Overall SEO will not be as good
• Higher bounce rate because visitors have nowhere else to go
Facebook Fans Page
In addition to the landing pages with the pay per click strategy, we created a Facebook landing page and lead generation strategy utilizing a Push Strategy. We created a Facebook graphical landing page to match the lead generation landing pages and assisted FPP to utilize the site to promote to their clients, friends and families as a vehicle to drive promotion and continual communication.
Custom Financial Facebook Page
What We Accomplished for FPP?
We created both landing pages, the Facebook landing page and developed a Search Engine / Pay Per Click campaign with a $20 / day budget. Within the first 2 weeks of launching the site we drove 85 visitors and converted 6 leads. That gave us a 7% conversion rate of visitors that requested to be contacted or requested additional information. Each conversion was defined as a visitor that gave their contact information and asked for direct communication with a rep for FPP.
These results, at first blush, do not scream success. However, we are very thrilled with these results when we look at their history of success with their online activities and their industry. Prior to Candybox, FPP could not tell you what their conversion rate was and informed us that they had no idea if any of their online marketing dollars did anything for them at all. They had phone calls into the office that they would attribute to PPC but they were not certain.
And, these results reflect only the first 2 weeks of activity. If our history of working with clients continues, we anticipate that we will be able to move their 7% conversion rate to a 10%+ rate. For this client our recipe goal is to get 10% conversion rate and less than $50 per lead.
Prior to Candybox Marketing, FPP did all the right things. They just did not do the right things very well. They had a website, used Google PPC to drive traffic and had the budget to drive leads. They did not succeed at it initially because of some very basic online strategies.
With the initial 6 leads that were generated from the micro sites and Facebook, we were told that 2 of the leads were excellent candidates for clients and our client believed that both would convert to clients. The revenue generated from 1 of these clients would cover the expenses of their online lead generation for the next 4-6 months.
Brandon Lee
A seasoned entrepreneur who has built and sold 3 companies, Brandon knows that sweet success is wrapped entirely in leads and sales.
COMMENTS
This is a great article Brandon!