Our client, a UK & Expat Wealth Management firm, offers a range of financial services including Pension Transfer, Pension Consolidation, Savings, Property, and Insurance products.

They cater to both UK residents and British expats living overseas in the USA, Canada, and Europe.

Their marketing strategy primarily relies on LinkedIn Ads, Facebook Ads, and LinkedIn Outreach campaigns, with a consistent monthly ad spend of £10,000 for the past four years.

Challenges

Initially, the client faced a slow start with their digital marketing efforts, taking approximately six months to gain momentum.

However they understood that maintaining ad spend during slower periods required a long-term commitment and belief in the strategy.

Strategies Implemented

Effective Lead Funnel:

The client optimized their lead generation funnel by offering a valuable free guide through lead forms and landing pages. This allowed them to capture interested prospects and nurture them through email and SMS campaigns.

Qualification Call:

The client initiated an initial qualification call to ensure a good fit before booking an initial discovery call. They aimed to send the letter of authority within the first 1-2 conversations, focusing on understanding the client’s goals before discussing how they could help.

Continuous Testing:

The client committed to constantly testing new campaigns, allocating sufficient time and budget to determine their effectiveness. Regularly reviewing key performance indicators (KPIs) and data allowed for ongoing funnel improvement.

Persistent Follow-Up:

A dedicated team conducted two call attempts per day for the first 10 days after lead capture, complemented by email, SMS, and LinkedIn follow-ups. This multi-channel approach increased the chances of connecting with potential clients.

Marketing Efforts:

In addition to lead generation, the client engaged in weekly newsletters, longer email nurture sequences lasting 14-30 days, and periodic webinars (1-3 per year). These efforts helped maintain engagement and educate leads.

Results

The client achieved consistent lead generation and engagement with their target audience.

Improved conversion rates due to optimised follow-up processes and qualification calls.

The commitment to testing and data analysis ensured a proactive approach to campaign improvement.

Next Steps

Based on their current strategies and successful results, the client can consider additional tactics to enhance their marketing efforts.

SMS Re-Engagement Campaigns:

Implement SMS campaigns to re-engage with leads who have shown interest but may have become less active.

Opt-In to Additional Products:

Explore opportunities to encourage existing clients to opt-in for information for additional services or products.

Outcome-Focused Campaigns:

Launch campaigns focused on specific financial outcomes such as retirement planning, tailored to the needs of different client segments.

Dialer System for Qualifiers:

Consider implementing a dialer system for qualifiers to enhance efficiency and effectiveness in lead follow-up.

Remarketing Campaigns:

Utilize remarketing techniques to target prospects who have previously interacted with the brand.

Evergreen Webinars:

Develop evergreen webinar content to continuously educate and engage their audience.