Digital marketing for the BBB

Individual, tailor-made, efficient – this is not only the standard for the services of the BürgschaftsBank Berlin (BBB), but also the challenge of the digital marketing campaign – developed and implemented by CBE DIGIDEN.

The initial situation

A digital marketing campaign was requested for the BürgschaftsBank Berlin.

The aim of the activities was to increase traffic, reach and conversions (guarantee inquiries) and also to generate visibility for the BBB and the term “silent partnerships”.

Primary goal: brand marketing
Clarify target group-oriented services and increase awareness.

Secondary goals: performance marketing
Promote the financing portal and landing pages to increase, measure and continuously optimize traffic, engagement and conversions.

To achieve this, we designed various measures and advertising materials and promoted the portal and optimized landing pages via various channels. We adapted the entire process, from search to conversion, to user needs & channels and continuously optimized it based on tracking data (submitting the form).

Strategy and concept

The goal of generating more traffic is achieved by promoting coordinated content. The digital project with BürgschaftsBank Berlin also includes the development of new landing pages that serve as an interface and funnel to the enabler portal. Display advertising and social media advertising as well as continuous monitoring including regular reporting also contribute to successful, holistic communication and to tapping into new potential in the region.

The prerequisite for an optimal setup was the previous analysis:

• which keywords are relevant for achieving our goals?
• which content on the portal currently addresses which keywords?
• which content / landing pages should still be implemented for optimal targeting?
• which advertising media should be used for this?

Digital marketing campaign for the BürgschaftsBank Berlin

» SEA paid search as a lead campaign

SEA is still one of the most effective tools for quickly building up reach and is therefore indispensable in the marketing mix. To ensure optimal performance of the campaigns, the ad texts were aligned with the keywords and company goals in order to improve the quality factor of the queries and achieve increased visibility on the Internet.

Measures implemented:

1. Target group segmentation
2. Structure of the campaigns and bidding structure
3. Data segmentation – targeting
4. Definition of the tracking requirements and setting up the tracking setup
5. Ongoing monitoring and ongoing optimization of the campaigns

» Landing pages

Creation of an SEO landing page: In order for BBB (BürgschaftsBank Berlin) and MBG (Mittelständische Beteiligungsgesellschaft Berlin-Brandenburg GmbH) to gain visibility for the currently very relevant keyword “silent investments”, CBE DIGIDEN is designing an SEO-optimized landing page on this topic on behalf of BürgschaftsBank Berlin.

Creation and optimization of campaign landing pages for lead generation: In order to be able to respond to each request individually, CBE DIGIDEN develops landing pages in a conversion-centered design. Each campaign landing page is optimally tailored to the respective Google ads and has only one goal – to convert the visitor of the specific advertising campaign (the respective statement of the ad) into a customer.

Measures implemented:

• Analysis of search intentions, keywords, search volume; Derivation of recommendations for action for the landing pages.
• SEO landing page: Conception and implementation of an SEO-relevant landing page on the topic of “participations” to increase visibility on this topic.
• Campaign landing pages: Content and design conception of various landing pages to increase conversions, coordinated with the ads of the SEA campaign.
• SEA campaign: Conception and implementation of the SEA campaign for the landing pages, which serve as an interface to the BBB platform (conversion funnel).

Fig. Excerpt from a landing page for lead generation

» Display Advertising

In order to increase sales via the financing portal, we implemented a campaign on the topic of »Finding a financing solution«. Display advertising is particularly interesting as the first touchpoint with the customer in the customer journey. It is ideal for displaying content in a creative and innovative way and achieving high brand visibility.

We use this advantage of classic online advertising for the campaign by publishing attention-grabbing content using display advertising. This means that the currently relevant topic of vaccination can be displayed visibly to a wide audience within a few seconds using graphic elements such as banners and buttons as well as advertising text and image content.

The display advertising is created based on the corporate design and thus the frame and logo, user promises, buttons as well as calls to action and additional visual elements and animations are integrated into the advertisement – in order to contribute to the brand in terms of design, to present the company in a very memorable way and consequently to make it better known.

Measures implemented:

• Creation of two banner motifs for a defined target group including the necessary format adaptations and still fallbacks.
• Modular setup in order to be able to create further motifs for other target groups with similar mechanics later.
• Banners displayed via Google Display Network (GDN).
• Suggestions for special interest pages with the option of placing banners.

» Social Media Advertising

In addition to the SEA campaign to increase brand awareness, target group-specific campaigns are running on the social media channels Facebook, Instagram and LinkedIn. A uniform posting rhythm ensures that BürgschaftsBank Berlin remains in the minds of the existing target group and new target groups are reached. In addition, the target group is made aware of the individual offers of BürgschaftsBank Berlin and the portal and landing pages are advertised accordingly.

Measures implemented:

• Display motif – adaptation for social media (various formats)
• Use of the defined channels: Instagram, Facebook, LinkedIn.
• Placement of the motif and targeting on various platforms
• Setting up tracking & reporting
• Placement of the motif & targeting on the defined platforms
• Monitoring & Evaluation at the end of the term

  Fig. Advertising material for social media advertising: Advertising banner Pegel & Team for Facebook ads

The result

Overall, the implemented online marketing measures have contributed noticeably to increasing awareness and conversion.
The overall performance of the digital campaign (SEA paid search, display and social media advertising) was 620,546 impressions and 22,803 interactions during the campaign period.

The landing page optimization for the SEA campaign has significantly improved performance.