Category: Finance

Driving Leads Through Consumer Education for Finance Brands

Posted on by Coegi

The Brief

Coegi partnered with a financial services brand to develop an education-based approach to lead generation using downloadable guides for home buying, auto financing and growing a business.

Highlights

240,227
Impressions

0.079%
Conversion Rate

Challenge

Making the decision to apply for an auto loan, mortgage, or even open a new checking account requires a significant lift on the consumer in terms of research and compiling information. Many institutions lean towards offering financial incentives for opening an account or emphasizing low interest rates. 

While offers such as receiving $200 for refinancing or opening an account can act as a compelling call-to-action, the consumer needs to be educated on the process ahead of receiving this messaging for it to be effective. Offering monetary incentives to an uneducated audience can lead to abandoned applications and a higher cost per lead. Educating your target audience with branded collateral positions your brand as an industry thought leader. This also builds trust with your audience and leads to greater conversion activity, and ultimately higher customer lifetime value. 

Solution

This financial services client regularly offers e-books on various financial topics. They observed the benefits of this educational approach to campaign messaging. This client promoted guides on home buying, auto financing, and growing a business. Coegi adjusted their target audience based on the topics to ensure relevancy. 

The campaign uncovered that paid ads related to e-book downloads outperformed campaigns focused on monetary promotions. In Q4 2021, their Fall Homebuyers ad was given a quality ranking by Facebook and served more frequently than its counterparts. Users were 125% more likely to download the guide and request more information compared to messaging offering a discount. This campaign positioned the client as an expert in their industry and built trust among their target audience. 

Messaging Homebuyer Guide Closing Cost Discount
Impressions 240,227 14,417
Conversions 190 5
Conversion Rate .079% .035%

Education-based advertising is often viewed as an upper funnel marketing tactic utilized to build awareness and inform potential users. However, this campaign showcased the down-funnel impact educational materials can have on conversions. Our client was able to use educational guidebooks to empower their customers when making financial decisions. It was effective in building trust among the core audience and leading them to request more information.  Brands in the financial services sector should prioritize educational materials to create trusting consumer relationships and efficiently nurture leads.

Driving Marketing Results for Cryptocurrency Brands

Posted on by Coegi

The Brief

A cryptocurrency brand challenged Coegi and our partner, Wachsman, a communications-based strategy consultancy, to drive segmented audiences to register for an online event. Primary KPIs were event site visitations, measured on-site clicks, and ticket purchases. The main challenge was to identify and capitalize on the appropriate social media platforms to align with the brand’s niche audience segments.

Highlights

4,720
Site Views

.96%
Click Through Rate

757,279
Impressions

Challenge

Emerging fintech brands, especially those in the crypto space, face unique challenges not commonly found in the traditional finance sector. There are ever-changing societal, economical, and psychographic trends along with advertising regulations. Fintechs can often struggle with not only identifying and garnering the interest of niche customer segments, but also in harnessing the power of digital advertising.

Solution

Due to digital advertising restrictions set on crypto brands by a variety of social media platforms, Coegi and Wachsman were not immediately able to leverage the platform most widely used by the brand’s audience. Through internal research and creative strategy, we were able to narrow down to Facebook and Instagram – with Reddit as an added opportunity for topic-based targeting. With Facebook and Instagram, we leveraged interest targeting, retargeting, and look-a-like audiences. Each targeted ad was backed up by months of research and brand exercises completed by the Wachsman team, and supported by Coegi.

The campaign performed above average, concluding with 4,720 site views and a .96% CTR, compared to our .3% industry benchmark. In addition to strong social media ad engagement, the target audience proved further interest in the brand. The site experienced 191 on-site action clicks. 183 of those clicks were attributed to the “Get Tickets” button denoted on the social media ads. This was achieved while maintaining an average CPM of under $4 and CPC under $3.

During the campaign, the addition of a website retargeting and look-a-like audience improved the overall performance. We drove a CTR 41% above the campaign average and the highest on-site conversion rate at .028%.

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Driving Action from a Niche B2B Audience

Posted on by Coegi

The Brief

Coegi helped to drive leads from a highly niche B2B audience by pairing LinkedIn’s on-platform lead generation with the clients onboarded first-party data. The results exceeded client expectations and established foundational data for future campaigns.  

Highlights

292
New Leads

$36.55
Cost Per Lead

0.41%
Click Through Rate

Challenge

Our client needed to drive leads from a niche B2B audience – but they meant niche niche. They were only interested in reaching European film, gaming, and television licensing professionals who were in-market to connect with American content owners. They hosted a magazine and website portal where global licensing professionals could make connections and discover new opportunities. The client challenged Coegi to provide a solution to drive this audience to their website, where they would be prompted to share their email address to access the portal. 

Solution

We recognized this request necessitated using an audience-first approach to inform our channel strategy. LinkedIn proved to be the channel with the widest reach of second-party data. Historically, the fewer steps to conversion asked of your audience, the higher the ROI. Knowing this, we used LinkedIn’s on-platform Lead Generation creatives to encourage our audiences to share their contact information without needing to visit the site.

Our client offered two products: an industry magazine and a website portal. The media objective was to drive 150 new email contacts over three months. 

Prioritizing budget on LinkedIn allowed Coegi to craft a strategy that balanced the need for some awareness while focusing on the lead goal. Pairing LinkedIn’s data, lead generation objective and creative, and the client’s first-party data allowed us to nearly double the goal of 150 new email contacts. 

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