Case Study

Westminster National

Inbound marketing – the recipe for lead generation

BACKGROUND

Westminster National Finance Brokers needed to grow leads.

Westminster National Finance Brokers needed to grow leads and get a measurable return from its marketing investment.

Over the past 35 years, Westminster National has helped more than 20,000 Australians succeed in achieving their property, business and equipment financing goals. With a team of over 30 finance brokers and staff servicing a diverse range of clients throughout Australia, CEO, David Devenish, was looking for a better way to funnel leads to Westminster’s broker team in a Google first world.

Given the longevity of the business, Westminster had a significant latent database of past clients that were not re-engaging with Westminster (or were looking elsewhere in a competitive financial market). This provided an opportunity to develop a strategy to re-engage with its existing customer base and increase the rate of new leads to support the broker team.

The target was to improve engagement with Westminster National’s existing database, grow its online presence and generate B2C and B2B leads.

ACTION

‘Making Finance Simple’ Brand Positioning & Inbound Marketing.

Davies BDM worked with Westminster’s management team to first define the company’s ‘Making Finance Simple’ brand positioning.

Through a series of workshops, we then helped to define Westminster’s buyer personas and map their buyer journeys. An inbound marketing strategy was then developed to turn visitors and past clients into new leads. Campaigns were focused around key personas and service offerings, and a content strategy was developed for each campaign around blogging, email marketing and production of valuable content offers (including ebooks, how-to guides and consultation offers) at each stage of the buying journey.

We built a lead generation system to awaken the client database and grow new leads. We also helped the broker team turn those leads into customers with the implementation of training on Hubspot’s marketing platform, Hubspot free CRM and free Sales Tools.

RESULTS

300% Growth in Website Visitors. 100% Increase in Marketing Generated Leads.

Within 3 months of implementing inbound marketing, Westminster National’s web traffic had tripled and leads were up 50%.

Working on the Hubspot Platform we were able to track everything in real-time. Customer engagement on Westminster’s website triggered lead notifications to brokers. Downloads from marketing funnels delivered qualified leads to the broker team.

While the process wasn’t without its challenges, working closely with Westminster’s CEO and tracking what worked and what didn’t, allowed us to quickly adapt to do more of what was working and close down non-productive activity.

In an increasingly crowded financial services market, Westminster National Finance Brokers is continuing to grow leads and is well placed to reach its revenue goals using a measurable marketing system that gets results.

Testimonial

We are confident that with the strategic marketing assistance of Davies BDM.

“We engaged Davies BDM during a business environment in which the Western Australian economy was arguably in a recession. We identified the need to re-engage with our existing and prior clients to generate immediate business leads and to position our business as ‘the first place to call’ when our contacts need finance in the future. We chose to engage a professional marketing team as a far better alternative to employing a full time Marketing Manager and to date we have been very happy with the results. We are confident that with the strategic marketing assistance of Davies BDM our clients regard our business as experts in our field and trusted advisers in finance.” David Devenish CEO, Westminster National

At this point we’re just going to come out and say it.

We’d be good for each other.

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