603%
Increase in conversions in the first 3 months
Boosting Awareness and Leads: SEO & PPC Success for Finance Firms
407
Keyword rankings from initial 3
377%
Increase in paid traffic to the website
Business Aims for PPC and SEO Integration
The Goal of the client was to grow their brand awareness as they were a new company in a competitive market nationally. They needed to get customers aware of their business and attract users into their sales funnel to convert.
The client wanted to grow the business loans and asset/equipment finance areas of their business specifically. These are highly competitive services that are offered by a range of other established international businesses, which meant we needed a strong plan of action to compete with these competitors. The long term plan was to generate leads organically via the website.
They also wanted to improve the overall customer journey on the website as they felt the current website wasn’t representing them well or performing to the level it should. It was clear that a new website was needed.
The Marketing Strategy
Our team provided a number of different digital marketing solutions, including a full website build supported with SEO, PPC and Content creation. We decided to begin the process by implementing a 3-step strategy:
- Step 1: Redesigning the website with SEO and user journey in mind gave us the platform to be able to achieve the clients goals. The website needed to look great, but also generate leads.
- Step 2: Implementing the SEO strategy now with the new website we had the right pages to appear in the SERPS. We began by targeting what we would call the low hanging fruit. This is where keyword difficulty was lower, whilst building for the more competitive keywords over time using on page, off page and technical SEO tactics.
Content was also a large part of the SEO strategy, by providing valuable information to customers that would be found at different stages of the buyer’s journey where they were looking for it. This also then meant the client could use this content to share via other channels internally such as social media.
- Step 3: The last step was to use a PPC campaign to support the gaps whilst organic rankings were growing. This was chosen because we understood the difficulties in competing with very pre-established brands organically, and knew that PPC could provide quick wins that would improve conversions rapidly.
For the PPC campaign, we began with three separate campaigns. Over the months following we began to expand our campaigns, adding competitor search, competitor display and remarketing display PPC campaign.
As part of this service, the client had full project management with an account manager. They were able to provide regular consultation for other areas of marketing that were being completed in-house. The account manager would also provide a detailed report each month and talk it through so the numbers made sense. This meant they had one point of contact, whilst many different skilled individuals worked on the account. By having these monthly meetings, it meant we could be responsive to the fast changing finance industry.
The Results
The Loop Digital team were able to find viable marketing solutions to the client’s goals and provide successful results. Specifically, the results for the PPC campaign were strong and it was a very successful campaign meaning the business was able to expand at a rapid rate.
Increase in conversions
In the first 3 months alone the total conversions increased 603% for the initial 3 campaigns. Specifically, the business loans campaign started with just 9 monthly conversions, but within 2 years it saw an incredible 342 conversions – a 335 increase (+3700%). Overall, the paid traffic to the site increased 377% and the cost per conversion reduced by 70% over the 2 year period.
Increase in keywords
This finance company came to us ranking for 3 keywords in the low 90s, but that figure grew to an impressive 407 keywords overall. They were also able to grow search visibility from 0 searches per month to 350.
The Client
The client was a Northampton based, leading UK business finance specialist that offered fast, simple access to financing to businesses when they required it. They supplied a range of services such as asset finance, property finance, businesses loans and franchise finance to name just a few.
The client did not lend their own money; they essentially paired a business with an appropriate lender to help them access funding. These financial solutions could be an essential financial support to businesses looking to expand, grow, move into new company premises or purchase new equipment.
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