Campbell Saunders Ltd. (CSVan) is a licensed insolvency trustee firm based in British Columbia, Canada, with over 40 years of experience assisting individuals and businesses facing financial challenges.

They offer a range of services, including consumer proposals, personal bankruptcy, corporate restructuring, and receiverships, tailored to meet the unique needs of their clients.

The Challenge: Enhancing Online Visibility in a Niche Market

Despite their extensive experience and personalized approach, CSVan faced challenges in increasing their online visibility and attracting potential clients through digital channels. The niche nature of insolvency services, combined with competition from larger firms with substantial marketing budgets, made it imperative for CSVan to adopt a strategic digital marketing approach.

Our Approach: Integrating SEO and Informational Advertising

To address CSVan’s challenges, we implemented a comprehensive digital marketing strategy that integrated Search Engine Optimization (SEO) with informational advertising. This approach aimed to enhance their online presence, establish authority in the insolvency sector, and attract potential clients at various stages of their decision-making process.

1. SEO Strategy for Long-Term Visibility

We commenced by optimizing CSVan’s website to improve its search engine rankings and organic traffic:

• Keyword Optimization: We conducted thorough keyword research to identify terms potential clients use when seeking insolvency services, such as “licensed insolvency trustee in Vancouver” and “consumer proposal services in BC.” These keywords were strategically incorporated into website content, meta descriptions, and headings to align with user search intent.
• Content Development: Recognizing the importance of informative content, we developed a series of blog posts and articles addressing common financial concerns and questions. Topics included “Understanding Consumer Proposals,” “Steps to Filing Personal Bankruptcy,” and “Alternatives to Bankruptcy in British Columbia.” This content aimed to educate visitors, build trust, and position CSVan as a knowledgeable authority on the subject.
• Technical SEO Enhancements: We improved the website’s technical aspects, such as site speed, mobile responsiveness, and secure connections (HTTPS), to ensure a seamless user experience and meet search engine ranking criteria.

2. Informational Advertising to Engage Early-Stage Clients

To complement the SEO efforts and reach potential clients in the early stages of seeking financial assistance, we implemented an informational advertising campaign:

• Advertorial Content Creation: We developed engaging advertorials that provided valuable insights into managing debt, recognizing signs of financial distress, and understanding insolvency options. These pieces were designed to educate readers while subtly introducing CSVan’s services as potential solutions.
• Targeted Advertising: Leveraging platforms like Google Ads and social media channels, we targeted individuals searching for financial advice, debt management tips, and related topics. By focusing on informational queries rather than direct service searches, we positioned CSVan as a helpful resource during the research phase of potential clients.

The Results: Significant Improvements in Online Engagement

Within six months of implementing the integrated strategy, CSVan experienced notable improvements:

• Increased Organic Traffic: The website’s organic impressions tripled, and organic clicks increased sixfold, indicating enhanced visibility and user engagement.
• Enhanced Return on Ad Spend (ROAS): The shift to informational advertising led to a more efficient allocation of the advertising budget, resulting in a ROAS increase from 1.5x to 7x.
• Established Authority: The consistent production of informative content and educational advertorials positioned CSVan as a trusted authority in the insolvency field, fostering trust among potential clients.

Why This Strategy Was Effective

• Educational Approach: By providing valuable information without immediate sales pressure, CSVan built credibility and trust, encouraging potential clients to consider their services when needed.
• Targeted Reach: Focusing on early-stage informational queries allowed CSVan to connect with individuals before they selected an insolvency service provider, influencing their decision-making process.
• Synergistic Effect: The combination of SEO and informational advertising created a reinforcing cycle, where increased website traffic improved search rankings, leading to further visibility and engagement.