For a monthly goal of generating 100,000 leads, where the cost per lead (CPL) for paid channels is targeted at ?150, the approach will involve scaling activities and optimizing budget allocation while focusing on paid media, organic growth, partnerships, and email marketing. Here’s an updated strategy step by step:
In the competitive landscape of fintech, achieving a high volume of quality leads requires a well-planned, multi-channel marketing strategy. For businesses offering insurance and investment products, scaling to 100,000 monthly leads involves careful budget allocation, targeted activities across channels, and continuous optimization.
Setting the Foundation: Budget Allocation
- Total Monthly Budget: ?1,20,00,000
- Channel Allocation:Paid Media (PPC, Social Ads): 60% - ?72,00,000
- Content Marketing & SEO: 15% - ?18,00,000
- Partnerships & Affiliates: 10% - ?12,00,000
- Email Marketing & Automation: 8% - ?9,60,000
- Offline Activities & Events: 5% - ?6,00,000
- Contingency: 2% - ?2,40,000
1. Paid Media Advertising (?72,00,000)
Target Leads from Paid Media: 70,000 leads Platforms: Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads. Activities:
- Google Ads: Focus on high-intent search keywords with optimized bidding to maintain CPL. Implement remarketing campaigns for better lead capture.
- Facebook & Instagram Ads: Use lead generation ads targeting specific demographics with valuable offers like free guides or calculators.
- LinkedIn Ads: Target high-value segments, such as business owners and HNIs, using lead form ads with strong CTAs.
Expected CPL: ?100 (optimization to lower the cost per lead) Total Paid Leads: 70,000 ROI Target: 300% (target ?2,16,00,000 in revenue)
Paid Marketing Campaigns
Objective: Use targeted advertising on various platforms to drive lead generation efficiently.
A. Google Ads
- Search Ads: Target high-intent keywords (e.g., “best investment plans,” “buy term insurance online”) with well-crafted ad copies.
- Display Ads: Use remarketing to target users who have visited the website but did not convert. Show banner ads on finance-related sites to drive them back.
- YouTube Ads: Run skippable video ads featuring a strong call-to-action that encourages users to learn more about the product.
B. Facebook and Instagram Ads
- Lead Ads: Use Facebook Lead Forms to capture user information without them leaving the platform. Offer incentives like free eBooks or consultation calls.
- Retargeting Campaigns: Show ads to people who engaged with previous posts or visited the website. Use carousel ads to showcase multiple products.
- Lookalike Audiences: Use lookalike audiences based on current customer data to find new potential customers who are likely to be interested.
- Social Media Plan
Objective: Leverage social media to build brand awareness, engage potential customers, and drive lead generation. Platforms to Focus On: Facebook, Instagram, LinkedIn, and YouTube.
2. Content Marketing & SEO (?18,00,000)
Target Leads from Organic Traffic and Content Offers: 10,000 leads Activities:
- Content Creation: Publish high-quality blogs, infographics, and case studies focusing on trending topics in fintech, investments, and insurance.
- SEO Efforts: Emphasize long-tail keywords for organic growth, improve on-page SEO, and build backlinks.
- Lead Magnets: Offer downloadable resources such as financial planning checklists or investment calculators.
Estimated CPL: ?180 Total Organic and Content Leads: 10,000 ROI Target: 400% (target ?72,00,000 in revenue)
SEO Technical Activities
Objective: Improve website visibility, drive organic traffic, and increase conversion rates through on-page and technical SEO optimizations.
A. On-Page SEO
- Keyword Optimization: Focus on long-tail keywords related to finance, investment, and insurance (e.g., “best life insurance for millennials,” “investment plans with high returns”).
- Content Optimization: Ensure content aligns with targeted keywords, and add internal links to guide users through relevant pages.
- Meta Tags & Descriptions: Create compelling meta titles and descriptions with target keywords to improve click-through rates.
B. Technical SEO
- Site Speed Optimization: Ensure fast load times by compressing images, minifying code, and using a content delivery network (CDN).
- Mobile Optimization: Make sure the site is fully responsive on mobile devices, with easy-to-navigate pages.
- Schema Markup: Implement structured data to help search engines understand your content better, especially for FAQ sections and financial calculators.
- Fix Crawl Errors: Use tools like Google Search Console to identify and fix any crawl errors or broken links.
C. Content SEO
- Content Clusters: Develop topic clusters (pillar pages) with in-depth content on subjects like “investment basics,” “retirement planning,” and “insurance coverage.”
- Regular Blog Updates: Keep the blog active with at least 2-3 posts per week, addressing current trends, common questions, or new products.
- Guest Blogging: Write guest posts for high-authority finance blogs to build backlinks and increase referral traffic.
3. Partnerships & Affiliates (?12,00,000)
Target Leads from Partnerships: 10,000 leads Activities:
- Partnerships: Collaborate with financial bloggers, influencers, and relevant financial communities.
- Affiliate Marketing: Provide CPA incentives for every lead acquired through affiliates, focusing on quality traffic.
Estimated CPL: ?120 Total Partner Leads: 10,000 ROI Target: 500% (target ?60,00,000 in revenue)
4. Email Marketing & Automation (?9,60,000)
Target Leads from Email Marketing: 6,000 leads Activities:
- Email Campaigns: Use personalized drip campaigns to nurture leads. Segment audiences based on interest areas.
- Lead Nurturing Automation: Automate follow-ups and reminders based on user behavior (e.g., visiting the pricing page).
Estimated CPL: ?160 Total Email Leads: 6,000 ROI Target: 600% (target ?57,60,000 in revenue)
5. Offline Activities & Events (?6,00,000)
Target Leads from Events and Offline Activities: 4,000 leads Activities:
- Webinars & Seminars: Host free or low-cost events on financial literacy, insurance tips, and investment strategies.
- Event Partnerships: Join forces with educational institutions or corporates to co-host events.
Estimated CPL: ?150 Total Offline Leads: 4,000 ROI Target: 300% (target ?24,00,000 in revenue)
6. Monthly Execution Timeline
- Weeks 1-2: Launch paid campaigns, content publishing, and set up partnerships. Focus on building initial traffic and capturing early leads.
- Week 3: Evaluate paid campaign performance and optimize for CPL. Conduct the first webinar and follow up with email nurturing.
- Week 4: Ramp up remarketing efforts, engage audiences with valuable content, and initiate another round of lead nurturing via email.
7. MQL to SQL Conversion Strategy
- Target MQL Conversion: 35% (35,000 MQLs out of 100,000 leads)
- Target SQL Conversion: 30% of MQLs to become SQLs (10,500 SQLs)
- Estimated Monthly SQLs: 10,500 SQLs
8. ROI Analysis
- Average Revenue per Customer: ?20,000
- Target Total Monthly Revenue: ?2,10,00,000 (10,500 SQLs x ?20,000)
- Overall ROI: 175% (?2,10,00,000 in revenue / ?1,20,00,000 budget)
9. Key Takeaways for Cost-Effective Lead Generation
- Optimize Paid Campaigns: Focus on reducing the CPL by refining targeting and creatives.
- Leverage Content Marketing: Increase organic traffic with high-quality content and lead magnets.
- Expand Through Partnerships: Utilize affiliate programs to reach a broader audience without upfront costs.
- Automate Lead Nurturing: Use marketing automation to improve MQL to SQL conversion rates.
- Efficient Offline Efforts: Make webinars and events cost-effective by co-hosting or leveraging partnerships.
By adopting this optimized strategy, fintech businesses can still hit their lead generation targets while maximizing their return on investment within the new budget.
