Financial services marketing is a different animal. Not only are there different rules to follow, but the customer also has unique expectations. As a result, what works for one sector might not work in financial services.
When dealing with financial decisions, potential customers are likely to be far more cautious. In this blog, we’ll explore 11 tried-and-tested methods for marketing financial services that just work. Read on to learn more about how to grow a switched on and engaged following.
1. Offer 24/7 support
Many online marketing strategies are geared to the most active times of the day. Financial services marketing, however, requires a service that’s available around the clock. This means that you’ll need dedicated staff working at all hours and responding promptly to enquiries on social media platforms like Twitter or Facebook.
Don’t have the resources for 24/7 support? Don’t worry; you don’t need them. A well-written chatbot can solve the vast majority of enquiries and leave your support staff free for the important stuff.
2. Make the most of PPC
When running PPC ads, don’t be satisfied with the minimum. Make the most of the extensions available to provide a positive user experience. For example, sometimes picking up the phone is the best option, so including the click to call feature will make life easier for your customers.
3. Play the long game with SEO
When you’re paying for immediate access to potential customers, it’s easier to forget to put long-term strategies in place. SEO is essential for financial services as not all customers like to be sold to. Some prefer to take the reigns and seek you out.
SEO might not offer the same guarantees as other marketing strategies, but it is nonetheless worthwhile. Focus on publishing reliable and informative content that solves problems.
4. Take subscribers on a journey
Many marketing strategies are based on a short term mindset. They might work for a brief period, but the results will not last over time. When you’re marketing financial services, it’s essential to take your subscribers on an educational journey with you.
When a user hands over their email address, you can be confident they are interested in your offering. A well-planned email journey is an ideal way to educate potential customers and turn browsers into buyers.
5. Show AND tell
One of the best marketing strategies is to show AND tell. This means written content, images, audio, videos and interactive tools. This allows your audience to engage with the content that is most valuable to them.
Visual learners need to see something in practice before they can understand it. In comparison, auditory learners grasp concepts when they hear them spoken aloud. Kinesthetic learners need to engage in an activity before it makes sense. Embrace all content forms to satisfy all website visitors.
6. Focus on the mobile experience
It is no longer sufficient to design a site that looks good only on desktops and laptops.
More people are browsing the web through their smartphones or tablets than there ever have been before, so marketing for financial services needs to be mobile-friendly as well.
Use responsive layouts that change with your screen size and optimise images to load the content as fast as possible.
Financial services pages often have large amounts of data available for product comparisons. Think about how you can present this information on mobile using swipe features. The Google UX Playbook for Financial Services offers some excellent ideas for this.
7. Use social media for interaction
Social media should never be used for broadcasting. Instead, marketing on social media should be interactive and engaging.
Encourage your clients to come to you with questions through Twitter chats or other forms of interaction. Again, responding quickly is critical for building trust in this type of marketing environment.
Twitter can also be used as a customer service platform by making sure you respond to every comment and DM.
8. Leverage glowing reviews
Create a marketing strategy that rewards clients who leave reviews. This could be in the form of discounts or free products, but it should involve rewarding those with glowing feedback for their loyalty.
These positive reviews will then feed into your marketing strategy, helping to bring in new customers who might be on the fence about your services. Seeing real-life experiences can help to tip the scales in your favour.
9. Embrace social proof
A marketing strategy that includes social proof will surely be a success. By creating marketing materials with testimonials from satisfied customers, you’re tapping into their credibility and expertise as well as the power of word-of-mouth marketing.
Social proof is a psychological phenomenon wherein people trust a product or service more when they can see that many other people like it. Humans see safety in numbers, so even if they don’t know the people involved, they feel safer when they know that something is popular.
For example, if you have 10,000 email subscribers, publishing the number of people on your mailing list lets potential subscribers know that your email marketing activity is popular with many people.
10. Create a pillar content strategy
A pillar content strategy will allow you to create content that enriches the user experience for website visitors. Pillar strategy involves sorting your content into topics and then providing subtopics and further reading to enhance the experience.
Visitors can cross between pillars, explore topics in more detail and follow a path that suits their learning style. This method is also excellent for SEO as it provides a logical structure of inter-linked content which search engines love.
11. Promote security
Making users feel secure in their interactions and transactions is vital for financial services marketing. So much so, that it makes sense to make this part of your strategy.
Promote security by displaying messages that reassure users about the safety of their data and transactions. You can also help visitors make their online and offline experiences safer by educating them on staying safe when sharing financial information.
Financial services marketing might be a different kettle of fish, but it certainly offers a range of fresh opportunities. If you’re ready to ramp up your marketing strategy, we’re here to help. Explore our marketing for financial services resources or get in touch to find out more.