A 100% New Zealand bank, Heartland found Extractable through a global search online and came to us with an ambitious goal and open minds. With much of New Zealand controlled by larger banks in Australia, Heartland remains committed to helping Kiwi farmers, wine makers, tour providers and other small businesses grow with localized resources and funding. To get greater visibility with these prospects, they recognized that a strong digital strategy would be a key factor to success.
One of our first discoveries at Heartland was that their web presence had a decentralized strategy, with stand alone sites for different offerings (retirement, auto loans, etc.) and had little data strategy in place. They did invest in intermittent radio advertising, but without strong attribution models, it was hard to quantify the ROI on that spending.
Through our research, we also found that the 450,000+ small businesses in New Zealand performed over 10 million searches annually, and that with relevant financial search terms, it wasn’t the big Aussie banks that were dominating, but smaller operations that could be outperformed with a strong SEO strategy. Estimating conservatively, we saw that capturing just 2% of that traffic, and converting 5% of those folks (with an average of $7000 in assets) could grow Heartland by $70,000,000. Suddenly, the $100M goal seemed more reachable.