Digital Marketing
Enhancing our digital channels to raise brand awareness and drive business growth
Lead generation
ORGANIC TRAFFIC
Q1 2025 proved again to be a difficult quarter for organic traffic leads (i.e. people searching for our website in Google and contacting us through our contact form). While leads almost doubled from Q4 2024, none of them met minimum wealth tresholds.
The revamp of offering pages, Search Engine Optimization (SEO) measures (technical & keywords) and continuous Google advertising are key objectives in 2025 to transform the website in a strong business development tool.
Contact requests
49
QoQ +48%
Client mandates
0
QoQ 0%
NNA
CHF 0
QoQ 0%
PAY-PER-CLICK TRAFFIC
As in 2024, we renewed our Pay-per-Click digital pension campaigns during Q1 2025. We promoted our 1e pensions & vested benefits services through Google & LinkedIn. The ads targeted C-level executives in Western Switzerland.
While the ads reached good visibility, we received fewer leads (20 vs. 54), and their quality was worse than last year. No mandate openings were directly attributable to the campaigns
Key takeaways:
- Targeting Switzerland as a whole is more cost-effective and generates more leads
- LinkedIn algorithm changes and competitor behaviour may be responsible in part with YoY campaign result variation
- We should consider various ad formats to maximise engagement (video, forms, carousels)
Leads received
20
Client mandates
0
Total costs
CHF 27'630
Campaign duration: 01.01.2025 - 31.03.2025
2. Google search ranking
We paid Google per click to make the Rothschild & Co offering visible for 1e pensions & vested benefits related searches.
3. LinkedIn targeted ads
We directly targeted Swiss-based high-earners through LinkedIn segmentation.
Target criteria:
- Professions: Lawyers, entrepreneurs, business owners, consultants...
- Ranks: Managers, Directors, Partners...
- Age: 35 - 55+ year olds
- Languages: English, German & French
Social Media - LinkedIn
In this quarter, we published 19 LinkedIn posts.
- 1 post was a video for the perspectives podcast post.
- 1 post was a poll.
- 15 posts included images.
Posts
19
QoQ 0%
Impressions
260,120
QoQ -61%
Reposts
149
QoQ -50%
Engagement rate (avg.)
9.7%
QoQ -4%
Click-through rate (avg.)
7.9%
QoQ -4%
Repost (avg.)
10.6
QoQ -26%
Impressions: Whenever a post is shown on (any) screen.
Engagement rate: Any measurable interaction with post (comment, like, clicks, ...) as a percentage of impressions (2% is considered a good enough rate).
Click-through rate: Clicks on posts / Impressions.
Audience: The group of LinkedIn users you choose to target when sharing a post
Key take-aways:
- Organic reach has decreased, with the average post receiving 65% fewer impressions compared to 2024. This decline might explain our lower performance compared to the last quarter and Q1 2024. Despite having fewer viewers, our audience is interacting more with our content (with higher engagement and click-through-rates compared to the same period last year).
- Although we couldn't measure the website traffic, we think the poll above brought many people to the insights page. This guess is based on the difference between the total number of votes and the number of clicks on the post (+1'000 clicks). Next quarter, we will use a dedicated URL to better track LinkedIn traffic to our website.
- This quarter we had fewer format variations. We plan to remedy this in the next quarter by focusing on high-performing formats like carousels and polls for our insights. The group also plans to buy a detailed 2025 algorithm analysis which will help us plan our approach for the year.
- We also began promoting insights from our events. Even though these posts didn't perform as well, it's good to use this varied content to populate and enliven our website for its upcoming relaunch.
Social Media - Instagram
In this quarter, we published 1 Instagram story on the official Rothschild & Co account, managed by the Group's Digital team.
- This year, we are mapping more actively any local initiatives that fits the approach of our Instagram channel to increase awareness of our activities.
Stories: Vernissage of Bellevue, latest hosted exhibition in Zurich
Impressions: 977 Reach: 950 Taps back: 10
Key take-aways:
- Instagram stories on our latest hosted exhibition in Zurich, titled Bellevue, as a more upbeat topic in line with the Group's Instagram approach.
- Impressions on the stories were moderate, with other stories reaching up to 1'200 impressions. This may be due to featuring individuals from behind (less personal) and the absence of younger people (the majority of our followers on this channel).
Website (WM CH)
Total page views*
5,953
QoQ +40%
*Including landing & service pages (in all languages).
Total Insights publications
46
QoQ +21%
Insights published in Q1
Insights page views
5,113
QoQ -23%
Total page views for all insights publications in Q1.
Total time spent on Insights publications
02:56:55
QoQ +23%
Total time in Q1.
Average time spent on Insights publications
00:03:56
QoQ +4%
Average time in Q1.
Key take-aways:
- Increase in publications: Insights publications was 21% more than in the previous quarter.
- Despite having 23% less page views, the time spent on our publication pages was 23% more than last quarter. This could mean that the readers actually read the publication.
- Top-performing publication: MMS in English remained the most-viewed publication this quarter.
- Reading time: Readers spent more time on the articles, possibly due to the increase in publications shared in this quarter.
What's coming next?
- Encourage internal staff to engage with and repost our content to boost reach and overall engagement (potential advocacy tool trial).
- Leverage different formats for our Insights content on LinkedIn to boost engagement and drive traffic to our website (polls and carrousels are trending higher at the moment according to specialists).
- Continue publication and potentially paid promotion for LinkedIn business-related articles (beyond investments) to enhance thought leadership and generate new leads, aligning with competitive insights from private banks.