Financial Services Industry
How we used data-led content to scale a new agency brand
Financial Services Marketing Industry
Balance is a Financial Services marketing agency brand which sits underneath the Liberty Marketing Group banner. There was a clear need for a niche specific agency in FS that could find balance between compliance and creativity, and with Liberty’s existing credibility in the sector it made sense to launch one.
The Challenge
Recognising that without a big, attention-grabbing and meaningful angle, the launch would just be another new agency story that journalists would likely ignore.
To drive publicity and brand recognition, we needed to create the best piece of content financial services marketers would read all year.
We set out to research a campaign that would really make a difference – not just to our brand awareness and sales pipeline, but to the marketers we are setting out to help.
Our Approach
The FCA were releasing Consumer Duty, a new set of rules that FS brands needed to obey in order to convey trust online.
At the same time, Google was updating its EEAT guidelines, which covered the same concepts. So, we decided to audit the top 50 UK financial services brands to see how they stacked up.
The results blew us away. More than a third of the biggest names in financial services were rated as “poor” or even worse.
This research was obviously newsworthy, so we used it to make a name for ourselves and educate marketers on what they could do about it. This would help them improve their standing with their regulator but also search engines
We discussed the research at our launch event “How financial services can please customers, compliance & Google with EEAT” which over 100 of the largest FS brands in the world attended.
The Results
Since then, in an agency just two months old, Balance has had the kind of success that most marketing agencies spend years trying to achieve
New briefs added to pipeline
175%
Up on Yearly Target
Web Enquiries
6 New MQLs
within the first month
Sales Targets
Exceeded First Year Sales Target
Within the first six months
Award winning
