The Challenge- A Fresh Approach
The marketing team at Skipton Business Finance were looking for a new creative and design agency to join their agency roster. Not just any old agency mind you, they had some specific criteria in mind that it was essential the new agency must match. Although their marketing programmes were working well, they wanted to take a fresh approach and work with an agency that could identify commercial opportunities and realise them in a partnership to boost sales.
The brief – Improve Conversion Rates
Yes, the team at Skipton were looking for a local creative agency with specific business finance experience (tick). They also wanted to see a strong portfolio of creative work with successful executions right across their main marketing channels. (tick). Furthermore, however, they were looking for an agency with a detailed understanding of their products and markets and how to improve their conversion rates (tick).
The solution – Educating The Market
The Good Comms team demonstrated not only a track record of highly effective financial services creative work, but more importantly specific B2B finance experience stretching back over a number of years. And once quizzed on the finer details of the campaigns they presented the team were able to field questions with both knowledge and authority on business finance in general. What sealed it was the research they had undertaken that showed a knowledge gap amongst a high proportion of prospects that meant they dropped out of the sales process.
Their suggestion that a series of educational videos would help increase conversion rates and at the same time boost their SEO and attract new prospects that were in the research phase was welcomed.
The results – Better Visibility
The team at Skipton Business Finance were left with a very simple decision to make. Good Coms were appointed to work on the Skipton agency roster where they set to work immediately devising and implementing creative strategies to promote a range of SBF financial products and educate the market. They have hit the ground running with new campaigns covering Bad Debt Protection, Invoice Discounting, Invoice Factoring and LedgerLite. Initial results look hugely promising as conversion rates have increased by 30% and SEO rankings for What is Invoice Factoring are moving up.
Ed Carney, Head of Marketing for Skipton Business Finance commented – “We are thrilled to be working with such a knowledgeable and creative agency. They understood our brand and our products almost instantly and recognised ways we could boost lead generation. Such a refreshing change to work with an agency that really adds unexpected value”.
