Financial printing work is very lucrative, but the target audience is very conservative and unlikely to engage a new printer unless something very bad happens at their old one. Which means a heavy spend on awareness. Attempts at driving to traditional landing pages did not result in a high conversion rate. I knew Wall Street professionals all memorize the movie Glengarry Glenross and that the term “ABC” (Always Be Closing) would be familiar. Except I changed it to “Always Be Compliant.” A useful e-book filled with tips on how to best work with a financial printer under the ABC campaign was a softer means to drive conversions than hoping we reached the target at the exact moment they decided to change printers.
A full marketing automation system was created including:
• Media planning and buying in industry trades to drive awareness and consideration
• Facebook and LinkedIn ads to drive traffic
• Landing pages with pillar content including an Always Be Compliant e-book and a financial filing calendar to drive conversions
• Retargeting and marketing automation to keep leads warm for the sales team