North Advisory

Financial Services Marketing

North Advisory

Financial services marketing

Problem:

  • Website not generating business
  • Brand message ineffective
  • Marketing efforts ineffective

Solution:

  • Digital brand strategy plan and execution
  • Website design and development
  • Performance strategy plan and execution

Result:

  • Website drives ideal enquiry
  • 40% growth in enquiry each year
  • 50% growth in organic traffic each year

North Advisory had traditionally relied on referrals for business growth. This meant that prospects were only partially educated when they made contact with the business, so the sales process was often quite extended. Their business growth strategy required a powerful digital brand and performance strategy.

“Like many finance professionals, we had always relied on referrals to grow our business. As digital marketing gathered momentum, we felt sure we were missing out on market share because we had a very poor digital presence, but we had no idea how to fix the problem,” says North Advisory Partner Marius Fourie.

“Brilliant Digital created our brand and website and implemented a digital advertising and marketing campaign. The leads that come from the website are warmed up and ready to do business – this massively reduces the time we spend pitching to new prospects.”

Ideal enquiries

from website

North Advisory’s previous digital brand was very technical and failed to address market concerns or take advantage of digital opportunities. Brilliant Digital provides a full-service branding and digital marketing solution. We used our financial services marketing knowledge and commercial mindset to develop an effective brand strategy.

Brand strategy considerations included:

  • Brand positioning (business and consumer)
  • Brand extension and longevity
  • Brand differentiation
  • National market research and dynamics
  • Digital landscape
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Logo design
  • Colour palette
  • Typography
  • Brand graphics
  • Brand assets
  • Brand guidelines

The new brand allows the business to reach regional and national performance goals.

“The team at Brilliant Digital immediately understood the market we were trying to reach,” says Marius. “They spent time with us in a detailed strategy meeting. Our old brand didn’t reflect the changes in accounting technology. We are now a virtually paperless office, and our new brand reflects this. Potential clients now feel they can relate to and engage with the team members and – most importantly – trust us with their financial information.”

40% annual growth

in website leads

We strategically approached North Advisory’s website project based on the business’s performance goals. Existing data insights and regional and national opportunities were crucial drivers.

Key website planning included:

  • Alignment with the brand identity
  • Connection with the target markets
  • Clarification of the value proposition
  • Website positioning
  • Website architecture
  • Website structure
  • Website SEO plan
  • UX and UI plan
  • Website conversion plan

Key website services provided:

  • Website design
  • Website coding
  • Prototyping and wire-framing
  • Website content
  • Photography and videography
  • Testing and iteration
  • CMS development
  • Data dashboard creation
  • Testing and quality assurance
  • Launch, hosting and maintenance

“Straight away, a steady flow of warmed-up leads began coming from North Advisory’s updated website. The website delivered 20 new, high-quality clients in the first year (2016). This volume has grown significantly every year since, delivering a superb return on investment,” says Marius.

50% year-on-year growth

in organic traffic

Brilliant Digital approached North Advisory’s digital marketing strategy with a deep understanding of what would deliver the best returns for a financial services company. Key data insights and a deep understanding of SEO were key drivers that shaped our thinking and increased ROI.

Considerations and planning included:

  • Business challenges and performance goals
  • Market sector requirements
  • Competitive position nationally and globally
  • Sales process
  • Content strategy
  • SEO strategy
  • Social media strategy
  • EDM strategy
  • Advertising strategy
  • Reporting strategy

Digital marketing execution includes:

  • Marketing strategy
  • Performance plan
  • Content strategy and copywriting
  • Search engine optimisation (SEO)
  • Search engine marketing (SEM)
  • Social media management (SMM)
  • Electronic database marketing (EDM)
  • Photography
  • Videography
  • Data analysis, reporting and strategy
  • Website hosting and maintenance

Transparency is key to the partnership’s ongoing success.

We collect objective data in a targeted way, analyse it and use the results to support strategic decisions and business growth.

Centralised platforms with live customer data form the foundation of individualised business intelligence, delivering a clear competitive advantage because North Advisory can act quickly and precisely.

“Brilliant Digital also dealt with the technical side of the SEO. This technical skill, combined with user engagement, meant that North Advisory quickly rose to the top of page one. Ongoing marketing services include digital advertising and retargeting.”

Testimonials

When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach. 

Hugh Edmunds
Edcon Steel

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie
Pilot Air

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want. 

Alan Lipman
Romar Engineering

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam
Water Filters Australia

The leads that come from the website are warmed up and ready to do business – this massively reduces the time we spend pitching to new prospects.

Marius Fourie
North Advisory

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