First Foundation is a well-established financial institution that provides banking, financial planning, investment management, estate and legacy planning, and foundation support to its clients.
HubSpot, a robust marketing automation software, was optimized and customized for First Foundation's needs.
Automated nurturing workflows and emails were developed to provide the marketing team with much-needed content support while leads matured organically.
Digitopia and First Foundation identified a topic that would remain relevant to website visitors for an extended period of time. Based on keyword trends, historical site data, and customer research, the teams established a premium content offer that provided value on the topic of personal taxes.
Calls-to-action were added to the homepage, relevant web pages, and to the blog to allow for more organic conversion opportunities on the site.
The First Foundation blog was also re-designed for a better user experience, more flexibility, and increased conversion opportunities.
This led to a 130% increase in organic site conversions.
Variations of landing pages, CTAs, and emails were created and regular A/B tests were run to increase conversion rates.
After being live for just one quarter, the landing page for the tax guide began converting at rates that were key to driving down long-term customer acquisition costs.
First Foundation also experienced an above-average nurturing email open rate of 33.8% and a 29.7% increase in email click rates.
Once the campaign launched, daily analysis of form submissions, open, click, and engagement rates guided the optimization efforts of this campaign. More importantly, it set a benchmark of success to measure against for future, similar campaigns.