Achieved a Click Through Rate of 0.09% generating a number of new sales
In the first month of activity the Cost Per Action was reduced by 20%
Return on Investment of 272%
Social shares by network
To get leads for TIC Finance which is in a very specialized domain of financial services.
To build a reputation around TIC Finance as experts in their field.
To explore unique strategies in order to get more customers for these specialized financial services.
In short - They needed more leads.
Our Strategy - Part 1 - Initiation
We started by redoing the TIC Finance website. Changed the user interface completely, created different sections for different products, updated all content and put in place high-end backend systems to manage the website.
Kickstarted a Google Adwords campaign targeting people looking for repossession loans and finance for repossession etc. and sending them to the repossession page of the website.
Achievements from Part 1 Strategy
The adwords campaign straightaway started getting customers.
TIC Finance got 6 new inquiries in the first month, each of which was of very high value to the company.
Our Strategy - Part 2 - Digging Deeper
We realized that many people don’t really know that they can get a loan if their property is being repossessed.
Prospective customers are searching for things like “help, my property is getting repossessed”, “how can i stop my home from getting repossessed”, “how to stop repossession”, “legal advice on repossession” etc. - We started including such keywords in our campaigns.
Achievements from Part 2
There was a significant increase in the number of inquiries.
TIC Finance received 14 inquiries in the 2nd month as compared to 6 in the previous month.
Our Strategy - Part 3 - User Experience
We started delving further into the user experience when a customer searches and reaches the TIC Finance website.
We realized that we could make our message more targeted and started sending users to a landing page instead of the TIC Finance website.
The landing page had a very direct message, was speaking only about repossession loans, there were no external links anywhere, showed exactly what the customer wanted to see and had a very straight forward call-to-action.
Achievements from Part 3
We saw a massive increase in our Click-Through-Rate (CTR) with dynamic keyword insertion. Our conversion rates increased with landing pages.
TIC Finance received 28 inquiries as compared to 14 and 6 in the previous months.
Our Strategy - Part 4 - Optimizing
We started thinking of ways to connect further with prospective customers and started exploring even more general search patterns of prospective customers.
We realized people may also search for things like “how many months before i get repossessed” or “how many houses got repossessed in the UK in 2016” or “form no XYZ”.
All along, we focussed on search queries which we were sure would only be searched by people going through a repossession.
Achievements from Part 4
We saw a further increase in our conversions.
TIC Finance received 48 inquiries in a month as compared to 28, 14 and 6 in the previous months.
Online leads and enquiries generated via phone and contact forms were tracked.
8 waves of negative keyword insertion, regular search term analysis and a close eye on quality scores led Modulus Systems Europe Ltd to also lower the cost per lead to 1/3rd the cost in the first month.
Our Strategy - Part 5 - Thought Leadership
Looking at the success of our paid marketing campaign, TIC Finance asked Modulus Systems Europe Ltd to also handle the organic marketing considering that organic results get 65% of all traffic.
We started digging deeper into the entire search lifecycle of anyone undergoing repossession.
From receiving a letter from the financial institution informing about payment arrears to getting a notice to exploring all the different options including selling the property, taking legal advice, asking for a voluntary repossession or taking a loan.
We started creating content around all these aspects which started promoting TIC Finance as a Thought Leader in the field of Repossession Loans.
Overall Results for TIC Finance (11 months)
A large number of new leads every month from our Adwords and SEO campaigns, each of which is very valuable to our client.
A credible/authoritative standing in the market as a thought leader/news producer and a trusted provided of these financial services.
70% less CPA
Our online marketing continues to bring more prospective business to TIC Finance and our thought leadership program is making TIC Finance a genuine authority in the field of Repossession Loans which is influencing opinions and getting ever increasing organic traffic. All this is fueled by traffic originating from organic and paid search.
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