We started by analyzing the number of leads and cost per lead for every marketing channel, both paid and organic. This included an audit of the website, SEO, conversion funnel, referral program and all communications. It became clear that while marketing dollars were being spent on proven channels, there were other channels such as on-site SEO, direct mail, social media influencers and webinars that were not being utilized to the fullest extent, or even at all. 

While Panacea Financial was relying on paid advertising for growth, we wanted to help activate influencers to spur adoption. We completed an end-to-end assessment of the current referral program and developed a roadmap for evolving and accelerating adoption through influencers on social media and the customer referral program. 

A strong brand identity is necessary to broadcast a consistent marketing message and cement Panacea Financial’s position in the minds of the target audience. We expanded and formalized the Panacea Financial brand identity with a comprehensive brand guidelines deck and a mission statement. 

With the brand identity fully articulated, we were ready to make updates to the website.  We redesigned key website pages, fixed SEO issues, updated email marketing and developed a new, faster online application with trigger-based emails to accelerate conversion.

Last, we recognized that the Panacea Financial brand would need to adapt and evolve as focus changed and new products were added. We partnered with the founders to identify, interview and onboard the next strategic marketing hire – a web designer.