TD Ameritrade
CASE STUDY
德美利证券案例研究
15,247
合格的潜在客户
4.6 万美元
潜在客户总价值
186 美元
每条线索的成本
6.2x
广告支出回报
Company
TD Ameritrade
Campaign Type
潜在客户一代
Industry
金融与交易
Case Timeline
75 天
Strategy
部署了高级行为定位和财务意图建模，以捕捉积极研究财富管理和退休计划解决方案的高意向潜在客户。
活动概述
德美利证券针对从自管交易过渡到财富管理咨询服务的富裕专业人士，启动了全面的潜在客户挖掘活动。该活动在75天内有284万美元的活动预算，优先考虑寻求专业财务指导的高净值人群的潜在客户质量。
战略
精准的潜在客户生成策略包括：
- 受众定位：针对对个人理财、投资和财富管理感兴趣的投资平台用户，以捕捉积极研究财富管理过渡的潜在客户。
- 顺序培育潜在客户: 实施了多阶段活动，指导潜在客户从退休规划教育、顾问咨询到合格的潜在客户转换。
- 教育内容策略: 定位了全面的财务规划资源，重点关注401k展期和退休收入策略，以获得潜在客户资格。
- 地域市场焦点：专注于金融服务采用率高的地铁市场，包括芝加哥、达拉斯、西雅图、丹佛和亚特兰大。
Results
- 生成的合格线索： 15,247 个预先筛选的潜在客户
- 潜在客户总价值： 潜在的咨询服务收入为460万美元
- 总曝光量： 财经出版物中有2840万份
- 表单完成率： 比行业基准高出 12.3%
Why It Worked
- 行为精度： 与单独的人群定位相比，针对积极研究财富管理主题的用户可使潜在客户质量得分提高45％
- 人生阶段调整： 专注于职业过渡阶段，捕捉了具有即时咨询需求和大量资产积累的潜在客户
- 教育用铅磁铁： 提供全面的退休计划指南和税收策略资源吸引了认真的潜在客户，同时符合他们的财务复杂程度
Conclusion
德美利证券的财富管理潜在客户挖掘活动通过区块链广告平台的精准度展示了有效的金融受众定位。使用非金融用户和财务利益细分进行战略定位可以实现卓越的潜在客户质量，同时保持成本效率。这种方法证明了传统财务顾问通过行为定位策略取得卓越的业绩。
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