The Challenge
The Vancouver-based practice area of HSBC needed to attract qualified leads for its investor immigration services, specifically targeting high-net-worth individuals with $600,000 to $800,000 to invest. The challenge was to create a digital strategy that would not only drive traffic but also convert these individuals into clients by providing them with the right information at the right time. Additionally, the service required a highly targeted approach due to the niche audience, with a particular focus on leads from the Philippines and Egypt.
The Solution
Rhino Marketing in collaboration with Steingate Advertising, developed a comprehensive digital strategy that included:
- Custom-built, search-optimized program website with no HSBC branding to ensure a neutral, approachable front end
- Advanced web analytics to track visitor behavior and improve conversion rates
- Pay-Per-Click (PPC) advertising to target potential clients globally
- Behavioral targeting technology to ensure that the right message reached the right audience at the right time
- User journey personalization where visitors were scored and categorized based on their actions, and qualified leads were sent directly to the HSBC Managing Director in Vancouver for personalized outreach
The project also involved the creation of a whole new brand and infrastructure outside of HSBC’s traditional IT systems, with all website management and data resting securely with Rhino Marketing.
The Process
Rhino Marketing Inc. began by conducting a thorough audit of HSBC’s existing online presence and identifying gaps in their digital strategy. After understanding the unique challenges of the investor immigration market, Rhino/Steingate developed a new website and digital campaign strategy. The website included lead capture forms, detailed program information, and client testimonials.
The approach took significant upfront work to convince HSBC leadership to create a separate brand outside of the bank’s main infrastructure. This innovative strategy proved highly effective, allowing for better user engagement and higher-quality leads.
The Results
The digital strategy implemented by Rhino/Steingate led to significant improvements in lead generation and conversion rates:
- 30% increase in website traffic within the first three months
- Higher conversion rates due to targeted PPC campaigns and improved landing pages
- Significant increase in qualified leads while reducing unqualified inquiries
After a year of record-breaking success, HSBC’s head office and European advertising agency took notice of the project’s performance. Following a comprehensive audit of the program’s technology, security, and processes, HSBC decided to bring the project in-house and rebrand it with official bank branding. However, after this transition, the program saw a decline in performance due to a shift back to the bank’s traditional infrastructure.
Additionally, around this time, changes to Canada’s immigration laws raised the investment requirement to $800,000, impacting overall program participation.
Recent Update
In 2023, Royal Bank of Canada (RBC) acquired HSBC’s Canadian operations, further solidifying RBC’s presence in the financial services sector.
Testimonial
“Rhino’s innovative approach to lead generation and personalized user journeys made a massive impact on our program’s success. Their expertise in creating a brand outside the bank’s typical systems allowed us to reach a highly targeted audience in a way we never had before.” — HSBC Representative.
Disclosure: This website was originally designed and developed by Rhino Marketing, based in Port Coquitlam, B.C., Canada. Please note that neither Rhino Marketing nor Steingate Advertising, located in Maple Ridge, currently manages or maintains this website. Changes may have been made by the client or their team since the initial design and launch.
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