Romance before purchase.

Challenge

We were asking too much of customers, to purchase our products and services without knowing anything about us. We were diving straight into commitment without letting them get to know us, without the romance. Our client had reorganized their small business offerings but their customers went to them for banking services, not business. We needed to introduce their customers and potential audience to their business offerings so they were more comfortable with the purchase.

Strategy

The client’s purchase layer of messaging is direct and motivating, but we needed another layer to introduce the audience to the idea of receiving small business support from a bank. We needed a layer that introduced the client’s products and services. We created a layer of messaging to show small business owners that our client understood their needs and challenges and could help in their endeavors.

Results

+42% CTR in purchase layer campaigns

+85% lead submit volume in the purchase layer

-26% cost in paid search submit cost