Let us present to you AltExchange’s story
AltExchange is a startup that developed AdvisorVue, a platform that helps financial advisors and investors track alternative investments. Despite receiving initial funding and launching their platform, they struggled to attract high-quality leads – specifically, financial advisors. Their previous attempts at running Google Ads campaigns resulted in extremely high CPLs, making it impossible to scale profitably.
Key Issues:
- CPL exceeding $2,000 per qualified lead.
- Ad creative that did not align with financial advisors’ needs.
- Difficulty identifying and targeting financial advisors effectively on Google.
The Strategy:
Initially, DigitInk started with a Google Ads campaign targeting financial advisors using long-tail keywords to keep CPL low. However, the results were far from satisfactory, with a CPL exceeding $2,000 per qualified lead. Recognizing the inefficiency, we quickly pivoted to LinkedIn, leveraging its targeting capabilities to reach financial advisors directly. The LinkedIn strategy aimed to:
- Drive targeted traffic to a lead magnet offer designed to connect with high-value financial advisors.
- Convert LinkedIn leads into scheduled calls through compelling incentives.
- Leverage LinkedIn’s targeting capabilities to reach decision-makers in the financial advisory sector.
The Funnel Structure:
Top of Funnel (TOF): LinkedIn Ads targeting financial advisors using job title, company size, and investment interest targeting. Focused on introducing AltExchange as a lead generation platform for high-net-worth clients.
Middle of Funnel (MOF): Retargeting LinkedIn ads for users who viewed the lead magnet offer but did not schedule a call. Highlighted case studies and success stories to reinforce credibility.
Bottom of Funnel (BOF): Direct LinkedIn outreach and follow-up ads for leads who scheduled a call but did not convert. Emphasized the opportunity to be featured on a top financial advisory blog as an incentive to complete the call.
The Results:
- CPL Reduction: From $2,000 to $146.52 per quality lead (92% reduction).
- Lead Volume: 35 quality leads generated in one month.
