Marketing That Matters to Your Customers Strategy
In a competitive personal finance market, standing out requires more than just great products—it demands smart, strategic marketing. Our client, a Kiwi-owned and operated lender, needed to drive more loan applications while reducing acquisition costs, all without an internal digital marketing team.
We stepped in with a tailored lead generation strategy, optimised their website, and created compelling content that attracted the right audience at the right time. The result? More applications, lower costs, and a stronger online presence.
Core directives in focus
We had to start from scratch as there was no internal digital marketing team or strategies in place. We developed a plan around their core directive: highlight their personal finance services in an industry heated with demand for personal loans.
Key goals included . . .
- Driving more people to their website
- Increasing the number of application completions within budget range
- Decreasing the cost per lead acquisition
The Impact at a Glance:
In an increasingly competitive industry, our client knew they had to act quickly to keep their top-ranking position and secure sales leads.
Value-driven marketing
Our client is committed to helping New Zealanders access fair and transparent personal loans. But without the time or internal expertise to execute a full-scale lead generation strategy, they needed a marketing partner that could drive real results—fast.
That’s where we stepped in.
Our Approach:
Using Facebook Audience Insights & AdWords Keyword Planner, we identified and segmented hyper-relevant patient groups based on:
- Created high-impact visual content to attract and engage potential customers.
- Developed a targeted content strategy to drive applications
- Built a full-funnel lead generation system to optimise conversions.
By focusing on the right channels and customer pain points, we turned interest into action—helping them scale their digital presence and increase conversions at a lower cost.
We needed to create visual content that was memorable enough to attract these potential customers and impact their decision-making.
Staying Competitive in a Crowded Market
With multiple finance providers vying for the same customers, standing out meant reaching the right audience, with the right message, at the right time.
We strengthened their digital presence visually and vocally, ensuring their brand resonated across key platforms. The goal? To drive high-quality traffic to their website and increase loan applications—without inflating costs.
How We Did It:
- Audience Research & Targeting —Used Google Analytics, Facebook Audience Insights & AdWords to identify customer behaviours, interests, and intent.
- Optimised Content & Ad Placement—Positioned strategic messaging across the most effective digital platforms.
- Conversion Rate Optimisation—Implemented tracking, heatmaps, and A/B testing to refine the user journey and remove friction points.
Executing a Data-Driven Strategy
Step 1: Set-Up & Tracking
- We implemented essential system integrations to track engagement and optimise performance:
- Google Analytics funnel tracking
- Hotjar heatmaps for customer journey insights
Step 2: Pre-Analysis & Customer Behaviour Insights
- We mapped customer behaviour trends across digital platforms to identify:
- What content resonates most?
- What loan types are customers searching for? (Car finance, travel loans, bill payments, etc.)
- Where are the drop-off points in the funnel?
- We used:
- Heatmaps to track scrolling behaviour
- Customer journey mapping to pinpoint friction points
Step 3: Audience Segmentation & Persona Development
- We segmented customers into key personas to create hyper-targeted campaigns:
- Young Adults (18–34): First-time borrowers looking for flexible loans
- Families (35–54): Homeowners seeking financial flexibility
- Retirees (55+): Fixed-income individuals needing financial support
Step 4: Content & Channel Strategy
- Using our research, we launched digital and radio campaigns designed to capture high-intent audiences. We continuously refined our approach by asking:
- What messaging best addresses each persona’s pain points?
- Which headlines drive the highest engagement?
- Which channels deliver the best ROI?
Results That Prove the Strategy Worked
By combining data-driven analysis, audience segmentation, and market insights, we delivered outstanding results:
“The team delivered results beyond our expectations. Their ability to understand our business, implement data-driven strategies, and optimise every aspect of our campaigns made all the difference. We couldn’t be happier with the outcome.”
