The Company
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Firm NamePAX Financial Group
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LocationSan Antonio, Texas
The Challenge
PAX Financial Group is a full-service financial planning and investment management Registered Investment Advisory firm located in San Antonio. They specialize in serving middle America investors, who have traditionally been very underserved by Wall Street.
Their primary form of marketing was word-of-mouth, along with some outbound marketing. While they had some success, they knew that in order to grow the firm, they needed to go all-in on a digital marketing plan that would allow them to grow their Internet presence, enhance their online credibility, and expand their marketing team’s capabilities.
The initial goals for the PAX-Paladin partnership were clear:
- Redesign their outdated website and turn it into a lead generation tool for the firm
- Increase their social media presence, credibility, and drive more visitors to the site from social channels
- Boost their local SEO exposure so qualified prospects could easily find them online
- Launch effective email campaigns to nurture prospects, promote events, books, services
The Strategy
We redesigned the PAX site to focus on their core persona with the goal of presenting an engaging marketing tool that presented relevant offers to visitors while highlighting the firm’s capabilities and reputation.
We developed a structured and robust content marketing plan that included topic clusters with focused pillar pages and blog posts aimed at their core personas pain points and challenges.
We implemented a social media strategy to promote both the firm as well as key principles in the firm to drive more relevant visitors to the site, along with ensuring a more consistent flow of content being shared on each channel.
We developed multiple email marketing campaigns by segmenting several client and prospect lists to promote the firm’s brand and expertise, along with the promotion of client and prospect events.
