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.
The client faced several key challenges common to financial services in the professional sector:
Capacity Constraints: The provider aimed to increase lead generation through paid social media without overwhelming their current capacity to handle new applications.
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.
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.
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.
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.
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.
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.