Meet Francis. As the financial director of a large firm, Francis is a veteran in the industry, with decades worth of experience. He and his business partner have grown their company from the ground up, starting with just the two of them and growing into a team of hundreds, with offices all over the country.
All entrepreneurs know that marketing is a challenge; it’s exceedingly difficult to measure ROI when it comes to marketing, because the variables are not testable.
Francis faces an issue. His marketing channels are not performing and he doesn’t know why. As much as he knows about finance, Francis is dumbfounded when it comes to marketing.
Did you Know? 61% of B2B companies send all leads straight to their sales teams?
But, only 27% of these leads are qualified.
Lead Generation for Finance: So, What’s the Problem?
Francis started to pay attention to his budget and where it was being allocated. Here’s what he found:
Thousands Spent on Yellow Pages
A whole generation of people exist now that don’t even know what the Yellow Pages are. In fact, they don’t even print Yellow Pages anymore, not since 2019.
People simply don’t have use for them anymore, and if they wanted to contact a company, the Yellow Pages might literally be the last place they would consider to look.
We don’t want to bash them too much, they did have a five decade run after all. But as Bob Dylan once said… ‘the times, they are a changing.’
Search engines are now the preferred tools that consumers use and that is where you should focus your marketing efforts primarily.
Did you know? An estimated 61% of internet users research products on the web.
Hours a Week Cold Calling
Francis’ sales team are hardworking and committed to their goals, but they just aren’t seeing the kinds of results that they used to see. Their methods haven’t changed, so they are left scratching their heads.
What Francis and his team haven’t yet figured out, is that while their tactics haven’t changed, the world around them has. Marketing tactics must flow with the changing tides of culture, technology and the economy.
Nobody likes receiving a cold-call anymore. A lot of people don’t even like to be called! Young people overwhelmingly prefer to communicate via messages.
After doing research, Francis realised that all of the time and money he was investing into cold-calling was basically being wasted when he considered the alternative route of inbound marketing.
Did You Know? 90% of cold calls end in failure, with only 5% even picking up the phone.
Over £5,000 a Year on Print Ads
There’s a theme emerging, isn’t there? Francis is stuck in the past, and so is his marketing team.
Once again, Francis couldn’t figure out what was wrong with print ads. They had worked for years, what’s changed?
Everything, Francis, and to once again quote the great philosopher, Bob Dylan; ‘if you don’t start swimming you’ll sink like a stone. For the times, they are a changing.’
Francis investigated, and discovered, once again, that his choice of marketing channel was another one that was in its death throes. He was coming to a solid conclusion, slowly but surely; inbound marketing is the key.
What Would James Say to Others About Lead Generation for Finance?
Francis concluded that his outdated marketing techniques were no longer serving his company and its objectives. Francis decided to start working with Otelli, who specialise in inbound marketing and generating high-quality leads for finance companies.
His website is now doing excellently, and his customer base has expanded as a result. More leads are coming in, conversions are up and profit has been boosted.
If your finance company would like help getting started with lead generation, you can reach out by filling in our ‘Say Hello’ form or calling us directly.
One of our skilled and cheerful team members will have a provisional call to understand your industry, budget, and goals.
We’ll then work out a roadmap that includes a free trial and then start gaining your business some lovely new customers.