Challenges

IPP Financial Advisors has been helping clients manage their wealth and plan for their futures since 1983. But recently, they’ve begun to face some modern challenges and threats:

A Digitally Savvy Target Audience

Most of their challenges are rooted in their target audience beginning to become digitally savvy. Not long ago, those in their 40s and 50s weren’t active online, but times have changed, and IPP needed to adapt.

Competitors Going Digital

IPP was noticing many of their competitors beginning to heavily invest into digital strategies. IPP knew they would need to do the same, or their strong market share would be threatened.

Advisors Looking for Value

IPP has an army of financial advisors who often rely on their own network for leads. This is helpful, but it also means there’s little tying them to their advisory. They can bounce around as they please and keep their lead source. IPP wanted to generate more leads to provide their advisors, to offer the added value benefit and to raise their revenue ceiling.

IPP ultimately approached Brew to help them navigate the tricky world of digital marketing in the financial space. They needed help competing in the modern market, generating a steady flow of leads, and maintaining their strong market share.

Webinar Campaign & Promotion

While working with IPP and getting to know their clients, we realised the buyer’s journey for financial advisory was often a long one and required some education along the way. So instead of running straightforward ads with direct promotional messages, we came up with the idea to do a webinar series.

This allowed us to draw in audiences who were interested in finance and improving their family’s financial well being, but not yet in the market for buying financial products. This was an important endeavour because we wanted to build a thriving community of audiences who were familiar with IPP and their investment philosophies.

We worked with IPP to create and promote a webinar series on relevant financial topics to drive leads and improve brand awareness. We designed high performing landing pages to efficiently capture leads. Each webinar generated 75+ attendees, many of whom turned into highly qualified leads.

After attending the webinar, they were added to automated email nurturing campaigns that laid out the benefits of working with a financial advisor and what makes IPP unique in a crowded market. Using HubSpot, warm leads were sent to advisors for follow-ups.