Case Study: Paid Social Media Success for Financial Services Provider

Client Overview

A well-established financial services provider in a regional area sought to expand its customer base through a targeted paid social media campaign. The primary objectives were to generate qualified leads and increase direct applications while maintaining budget efficiency and ensuring regulatory compliance.

Challenge

The client faced several key challenges common to financial services in the professional sector:

1. Capacity Constraints: The provider aimed to increase lead generation through paid social media without overwhelming their current capacity to handle new applications.

2. Budget Limitations: Working with a limited daily budget of £20, the client needed to maximise reach and conversions in a highly competitive financial services sector.

3. Regulatory Compliance: As a financial services provider, it was essential that all advertising met strict compliance requirements to ensure all promotions were clear, transparent, and responsible.

4. Scalable Growth Strategy: The client required a cautious yet scalable approach that could expand as the campaign demonstrated effectiveness, allowing for further outreach within the financial services sector.

Solution

Our solution included a tailored paid social media strategy to address these unique considerations, creating an optimised and effective campaign designed to meet both short-term goals and long-term growth within the financial services industry.

1. Targeted Paid Social Media Campaign

• The core of our approach was a paid social media campaign focused on driving direct applications for the financial services provider, with a daily spend of £20 to balance cost-effectiveness and reach.
• We used precise targeting to engage around 8,000 potential clients daily within the client’s key area, leveraging a blend of static visuals and short video reels to boost engagement and attract qualified leads.

2. Compliance-Driven, Phased Rollout Strategy

• Our phased approach allowed for gradual implementation and testing within the financial services provider’s target region. All ad content underwent rigorous compliance review, ensuring it met regulatory standards and promoted clear, responsible messaging.
• This staged rollout allowed us to test and optimise within the target area, with the flexibility to broaden reach and scale as the campaign gained momentum.

3. Exploration of Additional Marketing Channels

• For future expansion, we identified additional high-impact marketing methods, such as targeted doordrop campaigns and pay-per-click (PPC) advertising. Although these methods presented higher costs, they allowed for precise geographic targeting, enabling the client to establish a trusted local presence directly within target communities.
• By integrating these complementary marketing channels, we offered the financial services provider a robust, multi-channel approach that would continue to drive awareness and applications effectively.

Results

The paid social media campaign for this financial services provider achieved the following:

• Efficient Lead Generation: By focusing budget on paid social media, we maximised reach and engagement with high-intent audiences, increasing the likelihood of generating qualified leads.

• Enhanced Brand Presence in Key Areas: Through strategic social media ads, we built local brand recognition, positioning the financial services provider as a trustworthy and responsible option for customers.

• Compliance and Ethical Standards Maintained: The compliance process ensured that all messaging was clear, transparent, and aligned with industry standards, reinforcing trust and integrity in the financial services brand.

Key Takeaways for Financial Services and Professional Service Providers

This case study underscores the value of a phased, cost-effective approach to paid social media marketing, particularly within the financial services sector. The key takeaways include:

• Start with a Manageable Budget: Launching with a limited budget allows for cost-effective testing and scalability. Focusing on a specific service area or audience can build a strong foundation for growth.

• Prioritise Compliance: Ensuring all paid social media content is compliant with financial services regulations is crucial to building trust and minimising risk in regulated industries.

• Leverage Multi-Channel Strategies: Combining paid social media with other channels, such as PPC and targeted doordrop campaigns, provides an integrated approach that reaches clients both online and offline, effectively growing brand presence.