Integrated, full-funnel approach yields more profitable leads for financial educator

The challenge

Investment Mastery has products for each funnel stage:

• Top-of-funnel: free thought leadership content, to get users into the ecosystem
• Middle-of-funnel: free workshops, to nurture them towards the paid product
• Bottom-of-funnel: an annual membership, with access to exclusive training and video content.

But this posed three challenges:

1. Turning leads into profitable customers: Top and middle-of-funnel campaigns were siloed, meaning the cost of each workshop registration was unprofitable.
2. Tracking multi-channel campaigns: With its previous agency, it was unable to measure campaign performance to the level of detail required.
3. Navigating advertising regulation: With advertising platforms restricting ads about cryptocurrencies, it often found campaigns disrupted.

Investment Mastery brought Receptional onboard to provide a solution.

The solution

Using best practice, insights from previous campaigns and our own research into high-net-wealth individuals’ buying habits, we proposed a three-pronged strategy:

1. Increase brand awareness at the very top of the funnel
2. Drive lead generation through the use of lead magnets
3. Use integrated campaigns to drive lead magnet leads further down the funnel.

This approach saw us run integrated campaigns across Programmatic, Google/YouTube, Facebook, LinkedIn and Bing ads.

And we integrated Investment Mastery’s CRM with the advertising platforms, to enable remarketing to existing leads and fresh campaigns to Lookalike/Similar audiences.

We also provided consultancy on multi-channel campaign tracking, ad copywriting, and overall branding and messaging.

This culminated in us redesigning Investment Mastery's key lead magnet - The Lunchtime Trader eBook - as well as accompanying landing pages, to differentiate it from competitors' and improve conversion rates.