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Boston Institute of Finance Partners with HawkSEM to Get 5X the Lead Volume on LinkedIn Through Paid Social Strategies
Industry-leading CFP® Education & Exam Prep
About Boston Institute of Finance
Boston Institute of Finance (bostonifi.com) is a company that offers Central Provident Fund (CPF) education and exam prep for financial professionals in flexible, online formats.
Since 2001, they’ve helped more than 32,000 graduates through high-quality instruction, proactive support, and comprehensive yet straightforward materials.
BIF is dedicated to ensuring financial service professionals achieve their career goals while preparing them to serve their clients and profession.
The Goal
Boston Institute of Finance was looking to increase its lead volume of financial advisors and planners looking to become CFP® certified through strategic social media marketing, optimized landing pages, and targeted messaging.
The Challenge
The main marketing challenge BIF dealt with was low lead volume when using single-image ads on LinkedIn. Given that this team operates in the education sector, it became clear that a more personalized, messaging-focused ad approach would drive better performance.
The Results
In the two months since implementing the LinkedIn Ads strategy that included message ads and landing page updates, we observed:
The Solution
We analyzed the Boston Institute of Finance’s LinkedIn initiatives and identified key areas for optimization. From there, we shifted from running Sponsored Content in feeds to Sponsored Message campaigns, as the limited historical conversion data made it difficult for LinkedIn to optimize for leads effectively. This change drove more clicks at a significantly lower cost, boosting overall campaign efficiency.
We leveraged LinkedIn sponsored messaging ads to allow LinkedIn to send real-time messaging when users are online to provide a more direct delivery than seeing an ad while scrolling through feeds.
We performed a CRO analysis and revised landing pages to simplify the user experience on mobile by removing sections on different planning options, which previously caused users confusion.
We transitioned from LinkedIn single-image ads to messaging ads. Messaging ads proved to be more engaging for the target audience.
The Impact
Our years of experience have taught us that driving leads involves an air-tight, hyper-targeted landing page that gets to the point and features strong CTAs.
By adjusting the placement of key page components to optimize mobile-first user experience and create a more engaging user flow (such as moving elements like benefits to the top of the page), we created campaigns that facilitate connection and engagement with potential customers, which proved to be more effective in resonating with the target audience.
Since our partnership launched, we’ve consistently seen open rates and CTR higher than the LinkedIn benchmarks for message ad formats
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