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Where TIC Finance were:
- TIC Finance lends money for different purposes.
- Bridging Loans, Property Development Loans, Repossession Loans and other loans secured by property.
- Had a very basic website which was not getting traffic/leads. Website was not content rich and much was left desired for.
- The business was running successfully conventionally through referrals.
- TIC Finance were starting to feel the pinch.
Enquiries were dwindling, staff needed more leads and business was not expanding. - Modulus Systems Europe Ltd were brought onboard to help.
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Challenges Were:
- 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.
6.09% CTR
70% less CPA
1272% ROI
Conclusion
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.