0 to 500 valid leads per month for a fintech client

The Client

The Client is a fintech company that specializes in offering loans against mutual funds, enabling customers to leverage their investments for quick liquidity. The Client’s team consists of experienced financial experts and technology professionals dedicated to streamlining loan processes.

The objective

Loans against mutual funds have a smaller customer base compared to personal loans or loans against gold. This is due to limited awareness, market volatility affecting collateral value, and the more complex process involved, making other loan products more popular choices.

The Client aimed to enhance their lead generation efforts and improve conversions for their loan products by launching targeted campaigns across various online platforms. Their key objectives were:

– Generate 5000 high-quality, valid leads per month

– Increase the conversion rate from lead generation to loan disbursement

The Challenge

Multi-Platform Paid Campaigns

To attract high-quality leads, The Client launched paid campaigns on:

Google Ads: Leveraged search, display, and remarketing ads to target users searching for loans or mutual funds.

Facebook Ads: Targeted audience segments based on demographics, financial interests, and retargeting previous visitors.

Taboola Ads: Used native ads to capture users’ attention while browsing content online, increasing awareness about the loan offerings.

App Install and Registration Campaigns

The Client also focused on driving app downloads, installs, and registrations to engage potential customers through:

– Google Ads (Universal App Campaigns): Targeted users across Google Search, Google Play, YouTube, and the Google Display Network.

– Facebook App Install Ads: Targeted mobile users with a focus on promoting ease of registration and benefits of using the app for loan services.

Conversion Rate Optimization (CRO)

Once traffic and registrations were driven through paid campaigns, the focus shifted to improving the conversion process through CRO techniques:

– Landing Page Optimization: Created highly optimized landing pages with clear CTAs, minimal friction, and customer testimonials to boost trust.

– Registration Flow Optimization: Streamlined the app and website registration process to reduce the number of steps and simplify loan application submission.

– A/B Testing: Ran A/B tests on key elements like form length, CTA placement, and ad creatives to maximize conversions.

SEO Optimization:-

Keyword Research: Targeted keywords were identified based on relevance and search volume.

On-page Optimization: Meta tags, headings, and content were optimized to align with SEO best practices.

Off-page Optimization: Backlinks from authoritative sites were built to enhance domain authority and search rankings.

Content Creation: 3,000 pages of relevant, keyword-rich content were added to improve site authority and attract organic traffic.

Execution

Phase 1: Campaign Setup and Initial Optimization (Month 1)

In the first month, the primary focus was on setting up and optimizing the campaigns:

– Google Ads: Search campaigns targeted users actively looking for loan, loan against mutual funds . Display ads focused on retargeting users who visited the site but didn’t complete the registration.

– Facebook Ads: Used interest-based targeting, focusing on users who followed mutual fund-related pages or interacted with financial services.

– Taboola Ads: Launched native ads aimed at generating curiosity around the benefits of loans against mutual funds, driving users to the website and app.

Phase 2: Scaling and Lead Quality Refinement (Month 2)

In the second month, the campaign strategies were refined to focus on lead quality:

– Custom Audiences on Facebook: Implemented lookalike audiences based on past customers to target users similar to those who had previously converted.

– Remarketing on Google and Facebook: Engaged visitors who had interacted with the website or app but had not yet registered or applied for loans.

– Lead Scoring and Segmentation: Introduced lead scoring to prioritize higher-quality leads based on their engagement levels and profile data.

Phase 3: Conversion Focus (Month 3)

In the 3rd phase, the strategy shifted towards improving conversion rates from leads to loan disbursement:

– CRO for Registration and Loan Application: Made continuous improvements to the registration flow, reducing friction points and enhancing the user experience.

– Email and SMS Follow-Ups: Automated follow-up emails and SMS were sent to leads who had registered but hadn’t completed the loan application.

Results

Lead Generation Success:

– By the end of the third month, The Client successfully grew from zero to 500 valid high-quality leads per month.

– The multi-platform strategy, combined with precise targeting and retargeting efforts, ensured a steady flow of potential customers interested in loans against mutual funds.

Improved Conversion Rate:

– The conversion rate from lead generation to loan disbursement improved from 1% to 8%, representing an eight-fold increase in successful loan conversions.

– The streamlined registration process and personalized follow-up strategies played a pivotal role in converting potential leads into actual loan disbursals.

App Downloads and Registrations:

– The app install campaigns led to a significant boost in app downloads and registrations, allowing users to easily access loan services on mobile.

– A significant portion of the leads were captured via the app, which provided a user-friendly experience for loan applications.

Key Takeaways

– Multi-Channel Approach: Running campaigns across Google Ads, Facebook, and Taboola Ads enabled The Client to reach a wider audience and capture leads at various stages of the customer journey.

– Optimized Lead Funnel: The focus on CRO, registration flow optimization, and personalized follow-ups ensured that potential leads were nurtured and guided seamlessly through the loan application process.

– High ROI: The combination of lead generation efforts and conversion strategies not only met but exceeded the initial goals, proving that an integrated digital marketing approach can yield substantial returns in the financial services industry.

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