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IPP Financial Advisors

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.

Results

400+

400+ signups for
webinar series

90%

90% increase in
ranked keywords

Solutions

SEO and Link Building

SEO is vital for financial advisors. There’s a lot of search volume for financial advisors and wealth management. These searchers are ready to buy and present warm lead opportunities, but IPP was missing out on them while their competitors capitalized.

We started by cleaning up their on-page SEO by adding supplemental and helpful content, increasing page speeds, improving title tags & meta descriptions, optimizing headings, and adding ALT text to images where needed.

At the same time, we began focusing on building relevant and authoritative backlinks (hyperlinks from external sites to IPP) to improve their credibility, increase current rankings, and set them up to rank new pages consistently for years to come.

We’ve seen their rankings improve significantly, and substantially more keywords ranking thanks to our on-page and link building efforts.

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.

Lead Generating Quizzes

We knew not all of IPP’s target audience would be interested in an hour long webinar and would be much more enticed by something more fun and interactive. We decided to create a quiz that would catch the attention of IPP’s audience, create a positive brand interaction, and generate warm leads for them.

So we helped IPP generate a quiz campaign. We worked with them to come up with the idea (a quiz that tells you your investor personality type!), write the questions, develop the quiz, and promote it! We also wrote and designed the landing page to house the quiz. Hundreds of qualified prospects took the quiz and entered into IPP’s ecosystem.

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.

Highly Optimised Facebook Ads

As informative as the webinars were – and as fun as the quiz experience is – we knew we would need to be aggressive in generating awareness of them. Highly targeted Facebook ads were our primary strategy for driving traffic to the webinar signup pages and quiz landing page.

Utilizing our vast amount of advertising and audience data from running hundreds of campaigns in and around Singapore, we were able to roll out high performing Facebook Ads to drive traffic to the quiz and webinar landing pages. Both were very successful campaigns, generating loads of leads for IPP.

HubSpot Implementation and Configuration

With so many new incoming leads, IPP’s team needed help optimising their lead intake and sales processes. In order to help them best field, qualify, and close all their new leads, we fulfilled a variety of tasks in HubSpot, such as segmenting their lists, creating custom dashboards, designing lifecycles, and more.

Impact

IPP is solidified as one of the leading financial advisories in Singapore. They have a steady stream of incoming leads thanks to digital marketing efforts, and feel confident knowing their marketing budget is impacting their bottom line.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

  • SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
  • Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
  • Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
  • Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.

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