To improve lead conversion and qualification, Pathfinder Retirement partnered with Blennd to launch a digital strategy through their new website. Within 90 days, the campaign generated over 1,000 new leads and significantly reduced the cost per lead. This case study details the strategies implemented, industry trends, competitor analysis, SWOT analysis, goals, benchmarks, and the successful outcomes achieved.
The Challenge
Pathfinder Retirement faced the challenge of modernizing their digital presence to improve lead generation and qualification. The retirement planning industry is highly competitive, and standing out requires a robust digital strategy. Pathfinder needed to ensure their campaigns were not only reaching the right audience but also converting them into qualified leads efficiently and cost-effectively.
Our Approach
Blennd's approach was meticulous and data-driven. By conducting a detailed competitor and industry analysis, Blennd identified gaps and opportunities in the market. The strategy was built around the customer, ensuring that every touchpoint provided value and addressed the audience's specific needs.
A combination of top, mid, and bottom funnel strategies ensured that Pathfinder not only attracted a broad audience but also nurtured them through the decision-making process. By leveraging multiple platforms and continuously optimizing campaigns based on performance data, Pathfinder achieved outstanding results.
Competitor & Industry Analysis
A thorough competitor audit was conducted, analyzing current ads and positioning within the industry. This included a SWOT analysis to evaluate Pathfinder’s strengths, weaknesses, opportunities, and threats. Key industry trends were identified, such as the increasing importance of customer-centric approaches and the need to streamline and redefine marketing strategies to stay relevant in consumers' everyday lives.
Reevaluating customer-centricity was essential to prioritize consumer needs effectively. This involved understanding the target audience deeply and crafting messages that resonate with their specific concerns and aspirations. Adapting the strategy to be future-ready and relevant in consumers' daily lives was crucial. This meant not only staying updated with industry trends but also innovating in ways that set Pathfinder apart from competitors.
Goals and Objectives
Pathfinder Retirement set clear goals and objectives for their digital strategy. The primary objectives were to increase the number of qualified leads, enhance brand visibility, boost website traffic and engagement, and increase conversions through form fills, phone calls, and emails.
Target Audience
Pathfinder's target audience comprised individuals aged 55 and above with an income of over $100K in retirement. These individuals were typically less than five years away from retirement and included both government and non-government employees.
Benchmarks and KPIs
The initial goals included achieving 5-6 conversions per day on search campaigns. The key performance indicators (KPIs) set for the campaign were a cost-per-click (CPC) target of $2.91, an ad conversion rate of 5.01%, and a year-over-year site traffic increase of 10%. The results exceeded expectations, with a CPC of $0.97, an ad conversion rate of 7.11%, and a site traffic increase of 19.9% in the past month. The campaign generated 30-50 leads per day across platforms.
Platforms and Campaigns
Pathfinder utilized a multi-platform approach, including Google Performance Max, Meta, and LinkedIn. Google Performance Max was used for video/YouTube ads with segmented asset groups, while search campaigns were designed with separate ad groups for federal and non-federal employees. Meta was leveraged for an advanced campaign focused on lead quality, and LinkedIn targeted a highly active demographic for potentially more qualified leads.
Campaign Strategy
Pathfinder's campaign strategy involved a structured funnel approach. The top funnel targeted individuals aged 55 and above, with over $100K in retirement and less than five years to retirement. The content focused on educational resources with a "Learn More" call to action, addressing uncertainty and providing reassurance. The landing pages were A/B tested to highlight FAQs and resources.
The mid-funnel targeted website visitors and affinity audiences interested in retirement. The content centered around a retirement preparedness assessment with a focus on security and dependability, guiding users toward desired retirement outcomes through high-value interactions. The landing pages were A/B tested with embedded assessments.
The bottom funnel targeted past website visitors with urgent calls to action, promoting control over financial futures. The content emphasized the importance of taking immediate steps towards securing their retirement, and the landing pages were designed with an assessment focus to encourage conversions.
Results
The campaign generated over 1,000 new leads in less than 90 days, with lead costs nearly 80% below the estimated benchmarks. Detailed analysis of landing page performance helped identify the most effective pages for different audiences, resulting in lower costs and higher-value leads. Blennd’s digital strategy for Pathfinder not only increased lead generation but also provided valuable insights into audience behavior, optimizing future campaigns.
Transform Your Digital Strategy
Blennd's strategic digital marketing campaign for Pathfinder Retirement successfully increased lead generation and reduced costs, providing valuable insights into audience behavior and optimizing future campaigns. This approach serves as a model for other financial service providers aiming to enhance their digital presence and customer engagement.Is your business ready to transform its digital strategy and achieve remarkable results like Pathfinder Retirement? Contact Blennd today to learn how our comprehensive digital marketing solutions can help you generate more qualified leads, boost brand awareness, and drive engagement. Let’s redefine your digital future together.
