How to advertise financing for high-ticket products? When it comes to selling high-ticket products, whether it’s luxury cars, high-end electronics, or premium real estate, one of the most effective strategies is to offer financing options to potential buyers. Financing not only makes these expensive items more accessible to a broader range of customers but also provides an opportunity to increase your sales and revenue.
In this article, I’ll discuss a comprehensive Finance Campaign Strategy, step by step, that can be applied to any industry, enabling you to successfully position your financing options for high-ticket products.
Also, please note that this campaign, as well as any other, should be always in line with your company or business’ core marketing strategy, so that all communications are aligned. You can check here how to Create a Content Marketing Strategy and also a free content marketing template in Excel.
How to Advertise Financing for High-Ticket Products: A Step-by-Step Finance Campaign Strategy.
Purpose of the Finance Campaign
The primary goal of the Finance Campaign is to enhance the quality of leads, leading to:
- Facilitating high-quality conversations for your Sales team.
- Increasing the conversion rate of leads interested in your products.
This campaign filters out unqualified leads early in the customer journey, allowing you to focus your efforts on leads that align with your product offerings.
It also aims to nurture potential customers whose needs match your products, offering them suitable financing options, whether they are individuals or organisations.
Previous Research and Testing in Pricing Propositions
Before launching your Finance Campaign, it’s essential to gather insights from previous campaigns. For example, perform a small test for pricing in Google Search ads. These insights can guide your Finance Campaign strategy.
The Finance Campaign
Objective:
Promote a positive message about flexible payment options across all product categories. Take into account the results of previous testing to create a successful campaign.
Timeline:
The Finance Campaign typically spans eight weeks to ensure maximum exposure for products of a seasonal (3 months) nature, but this would depend on the sales cycle of your product or services. Do you renew your inventory every two weeks, every month, every quarter, etc?
Product Categories:
Consider if you will be offering financing for all high-ticket product categories in your inventory or only a selection.
Channels:
Utilise various advertising channels, such as Google Ads, Social Media, Email, and your website, to reach a wider audience.
Expected Results:
Anticipate a higher cost per lead (CPL) but with potentially higher quality leads and a higher conversion rate.
Methodology
This financing campaign should be executed while other marketing efforts are still ongoing. You can begin with a pilot phase, testing the campaign on a select range of products and gradually expanding to encompass your entire product lineup. Consider developing your website and email campaigns in parallel to maximise the campaign’s impact.
Timelines
Plan for a two-month campaign during a specific sales cycle, for example:
Stage 1: One month for A/B testing
Stage 2: The subsequent month for full deployment
After the campaign, assess the results to make informed decisions about the next stage.
Channels
Enhance your advertising efforts across various channels, including Google Ads (both Search and Display), Social Media Ads, Social Organic Posts, Website pages, and Email campaigns to pitch your financing options to clients.
Design and Development Requirements
In the initial stage, invest in the minimum assets required for the campaign:
- Create static images for social media ads for each product.
- Develop new ad copy variations for Search ads.
- Share ad-hoc images on organic social media posts.
- Create a dedicated finance page on your website with a banner, informative content, and web development.
- In the secondary stage, additional content might be necessary, such as blog articles about financing, success stories related to your products, and specific brochures for B2B customers.
Messaging Framework for to Pitch the Finance Options
The core message of your campaign should resonate with your target audience. Think of one sentence that summarises your finance proposition. This message should be consistently conveyed across all communication channels, reflecting the value of your products and the flexibility of your financing options.
Ensure a consistent message across all customer touchpoints, whenever your are pitching your services. Highlight the diverse financing options available, including credit/debit cards, instalment plans, bank transfers or any other payment plans. Leverage testimonials, emphasise the benefits of each payment method, present compelling success stories, and urge potential customers to act swiftly.
Messaging Framework
Your messaging strategy should cover several key points:
- Value Proposition: Showcase what makes your products special, such as unique features, exceptional quality, or a community of satisfied customers.
- Affordability: Stress the affordability of your high-ticket products despite their premium quality.
- Payment Flexibility: Emphasise the flexibility of your financing options, ensuring that customers can choose a payment plan that suits their financial situation.
- Savings and Discounts: Highlight any cost-saving aspects, like discounts or group rates for organisations.
- Risk Reduction: Address concerns about financial risks by offering refund policies and cancellation options, providing peace of mind to your customers.
- Comparative Pricing: Compare the value of your products to similar options in the market without mentioning specific competitors.
- Scarcity and Urgency: Create a sense of urgency with limited-time offers to encourage quick enrollment.
- Clear Call to Action: Every message should guide potential customers toward the next appropriate step, whether it’s learning more about your products or scheduling a call with your sales team.
- Personalisation: Whenever possible, tailor your messaging to individual customer needs, offering customised recommendations and special deals.
- Visibility: Clearly present examples of financing options, including instalment details.
Templates
Develop specific messages that can be used in different contexts, such as on your finance page or in email communications. These messages can also be repurposed for advertising:
1. How to advertise finance options in personal funding (B2C)
We offer a range of payment options to make it easier for you to purchase our high-ticket products:
- Credit or debit card
- Instalment plans
- Bank transfers
Example finance option:
- Total product cost – £X,XXX.
- Maximum financing period – X months.
- Monthly payment – £XXX.
2. How to advertise finance options in professional funding (B2B)
In addition to individual financing options, organisations can benefit from professional funding:
- Offer discounted prices for group sales.
- Create a professional funding guide to facilitate the process and create other marketing collateral as needed (flyers, brochures, etc).
- If possible, offer a wider range of options for companies or B2B clients to spread the cost of their purchase over several instalments.
Metrics to Monitor
After running your Finance Campaign, it’s crucial to analyse its performance to refine future campaigns and improve the user experience. Key metrics to monitor include:
- Click-through rates (CTR) for ads on each advertising platform.
- Engagement rates (likes, shares, comments) on organic social media posts.
- Website traffic and conversion rates from the campaign landing page.
- Lead quality and information for call bookings.
I hope this Step-by-Step Finance Campaign Strategy has given you ideas on how to advertise financing for high-ticket products.
Advertising financing options for high-ticket products is a powerful strategy to boost your sales and make your products more accessible to a broader audience. By following this step-by-step Finance Campaign Strategy, you can tailor it to any industry and effectively promote your high-ticket products with flexible financing solutions.
Remember to continuously evaluate your campaign’s performance and adapt your strategy to maximise your success, my human friends.
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Moxie