Financial Services

Financial Services Marketing

Of all the challenges that the industry faces, financial services marketing and SEO should not be part of the problem. Fighting battles on all fronts, ranging from regulatory compliance to economic uncertainty, on top of running your business, is a massive and challenging undertaking. 

Many facets of the financial services industry regularly face challenges and a constantly changing market. This change is often fueled by technology disruptions and difficult-to-gauge customer expectations. As if that wasn’t enough, regular cybersecurity threats are often a massive challenge for brands to navigate on top of everything else.

Finding solutions that help you navigate these treacherous waters is crucial. You need to evolve, expand brand awareness and generate quality leads. This is where the multiple digital marketing channels will help you talk to existing and potential customers where they spend their time.

The key benefits of digital marketing for the financial services industry

In an age where the population craves personalized experiences, digital marketing provides multiple opportunities to deliver this. Talking to people about what they need and expect helps to build trust in your brand, which is the first step in gaining new customers. 

You can also significantly increase customer retention depending on how these efforts are approached. Social media and email marketing engagement offer many opportunities to start conversations with existing customers, find out what is important to them and keep them engaged.

An omnichannel digital marketing approach

The different digital marketing disciplines all have their respective benefits, but when they are combined, they become a whole new beast. Using an omnichannel approach allows for reducing overall marketing costs while having measurable and trackable success metrics. 

This covers the whole sales funnel with macro conversions (sales & leads) being tracked but also getting a growing understanding of the micro conversions (video views, “more info” clicks, email subscriptions..) higher up in the funnel.

A short rundown of what each of the digital marketing channels offers:

• SEO (search engine optimization) – When people search, they do so with very high intent. They say what they want, and getting in front of new and existing clients is vital to ranking your site with the correct answers.
• PPC (pay-per-click advertising) – offers immediate opportunities on search engines and social media networks. Running paid campaigns helps to target prospective customers, re-engage with existing customers, and close the loop on prospective customers who didn’t convert on previous interactions.
• Social media marketing – if approached correctly, social media offers a chance to engage on a much more personal level. People spend a lot of time on social media daily. Brands that successfully engage customers on social media significantly increase client retention.
• Email marketing – the segmentation and decision trees you can set up through email marketing campaigns allow you to talk to clients about what is relevant to them. You can highlight the benefits of current services, provide financial advice and cross-sell other services at low engagement costs.
• SMS marketing – one of the often overlooked options, SMS marketing offers a very low-cost option to communicate with clients on a channel where the open rates of messages are tremendously high

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