Experienced marketers know that generating marketing data is the easy part. It can be delivered through a variety of channels, including blogs, social media sites, and financial services apps, and take on many forms, such as interviews, explainer articles, long features, and much more. AI is also useful for communication too. Great content continues to be the essence of all successful marketing campaigns, and when it comes to marketing finance in a digital space it is especially important. They have developed a following and racked up millions of likes across their social channels, as well as becoming one of the top choices for banking among Millennials. Immediately. Download layouts for brochures, flyers, newsletters, andmore. The experiment symbolized how Barclays would help their customers explode their investment returns. A financial digital marketing strategy that uses PPC ads should be an indispensable part of any marketing budget spending in 2021. The content should be relatable to your target audience. Financial companies can develop branded mobile apps that attract users by providing real value. This causes a one two punch effect of both hurting your ranking, while also having what amounts to a digital scarlet letter in the browser address bar. Digital marketing for financial services is always evolving. ComboApp has a proven track record of helping financial companies develop and market mobile banking solutions that increase online transactions, encourage loyalty, and enable a better user experience. MasterCard has been sharing financial services information and advice with consumers since 2006. Case Study: Chase Banks Foray Into Social Media. Digital disruption has changed that. Personalization is one way that you can build trust with your potential customers. Trust must also be established with new and old customers alike, and that trust must be maintained. We use cookies to analyze the use of our website, keep track of visitors and offer you a better browsing experience. For instance, the company recently published a report on gas prices in America, covering the response from consumers to the lower gas prices as a result of the coronavirus pandemic. Customer focused financial institution marketing is the key to making the most of your efforts to grow your business. Whether you're a startup looking for guidance on how to market an app, a mid-sized company interested in innovative mobile marketing services, or an established enterprise seeking product management consulting expertise to transform and elevate your digital products, well help you achieve your business goals with comprehensive digital marketing solutions aimed to engage your target market, be it B2B or B2C, and produce tangible growth results. They want digital services like online banking and the ability to send money from a mobile app. Flyer and advertisment templates for an accounting firm. This means that if you are not on the first page you may as well not exist to 3/4ths of people searching. Touch device users, explore by touch or with swipe gestures. The company was one of the first in financial services marketing to truly embrace digital video marketing as a potential growth channel for their brand. Automated page speed optimizations for fast site performance, Bylined Article Opportunities Lead to New Business, Wide-Spread Media Coverage Reinvigorates Practice, Packaging Expertise in an Unfamiliar Territory, International Media Coverage Lands Meeting with Target Client. 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Customers want to work with a financial advisor that provides stability and peace of mind. Even today, the company employs video marketing heavily with other channels. Accenture research found that 17 percent of industry players in 2017 entered the industry over the last 13 years. When executed correctly, the return on investment of financial services marketing can be enormous, which is why it pays off to partner with a full-cycle digital marketing agency like ComboApp and not leave anything to chance. This type of original research, utilizing data that the company was able to collect on its own, is content that cant be copied or delivered by another company. Influencers synergize well across the digital marketing stack and can be utilized to add value to almost any of the other techniques we discuss in this article. They round out your marketing efforts and are a valuable, effective part of your overall marketing plan. While Google search result ads still provide an excellent ROI, reaching out into more interactive advertising allows companies to get the customer engaged with the ad. The infographic covers how to find time for exercise among your daily activities. Youll likely find a few common threads among many of the campaigns discussed in this article but will find unique and creative ideas in each financial services marketing strategy that we showcase. Now, Mobile-First is the design key that will keep you ahead of the competition. This campaign was a fun and innovative multi-channel campaign that garnered a lot of attention for an industry giant. The most effective financial services marketing practices reflect the disruptive effect of fintech startups and the ongoing shift of focus of financial institutions from products to customers. The same type of data algorithms that make AI useful for analyzing data serves to power online chatbots. Any sales professional will tell you that building a rapport with your customer gets your foot in the door with them. Marketing tips and tools for the banking and finance industry. Voice search optimization includes keyword research for voice search, structured data optimization, focus on using conversational, long-tail keyword phrases, and more. I've been most impressed with Berbay's ability to take very complicated, raw ideas and turn them into understandable finished products. The media is filled with stories of data breaches, various crises, and financial institutions misdeeds; which combined with the perception of the needs of their whole demographic having been ignored, has fueled this distrust. This also works into the idea of reaching your customers where they are. Small banks, credit unions, and other local institutions that do not have big marketing departments benefit greatly from teaming up with someone experienced in finance marketing. Marketers in the financial services world deal with unique challenges that many of their contemporaries in other industries worry less about. Interactive marketing opportunities are abundant and give you ways to not only give information to customers, but get it from them as well. A lot has been said and written about the importance of mobile marketing in 2021. The company has garnered over 220,000 followers, mostly by sharing industry experts high-level thought leadership content. When it comes to marketing financial services, a robust and diverse strategy will be well-rounded. This page is having a slideshow that uses Javascript. Having a mobile app gives you a built-in way to implement an app based form of MFA that is more secure and adds an extra layer of trust. Sales and marketing teams should work together to establish these brand strategies to maximize their value. In the past, different financial institutions offered essentially the same services to the same customers, and they had little reason to worry about competition. weaker forms of Multi-Factor Authentication (MFA) like security questions or SMS, 82% of people wont use a site with a not secure warning, educating customers on products and services, They even broadcast concerts on their Facebook page, primary financial institution offers services to improve their financial health, basic understanding of financial concepts, influencer does just that with their audience, Performing mobile page speed optimization and using. Drive prospective clients to their websites. Today, their channel offers a wealth of videos that cover a wide range of topics many about financial services and financial literacy, but many others that touch on a range of important subjects to their customers while also being fun. However, in approaching financial services from an overall health perspective, they endear themselves to their audience and make more genuine connections. Financial services companies should look toward original research that they can publish for their audience to build authority with specific segments of their customer base. Building an omnichannel approach to digital marketing for financial services can be a real challenge, but the effort is well worth it thanks to its ability to cultivate long-lasting personal relationships with customers. There is a wealth of options at your disposal to access a diverse range of individuals in order to speak to them in ways that appeal to their interests and desires. On their Research page on their website, the company produces exceptional thought leadership content and original research that helps to build credibility in very specific Industries. Our direct mail automation allows financial institutions to send bulk mail to their database. Analyzing what works best for your company based on your needs and the needs of your target audiences is an important part of managing these campaigns. 82% of people wont use a site with a not secure warning, so make sure you have your site in top security shape. A product first approach no longer works like it used to, and you must be prepared to meet the customers where they are. Financial services content marketing efforts should start with research and end with a comprehensive content marketing plan for financial services. To improve this alarming statistic, financial companies need to learn how to market financial services to build social proof and promote values that speak directly to their customers. To keep customers coming back for more, make sure to publish new content regularly and frequently. From Facebook to Twitter to LinkedIn, social media sites have taken the world by storm, and its not just consumers who use them. A mobile-first website is a must, but that is just the tip of the mobile iceberg. They look at personal finance through the lens of health and wellness, athletics, and charitable outreach. Having reviews on social media, review sites, and on the company website is essential. Important This site makes use of cookies which may contain tracking information about visitors. 55 Accord Park Drive, Rockland, MA 02370. Pro Tip: Use Automated Direct Mail To Connect With Email Non Responders. The more you make the customer feel like you want to understand them, the more willing they will be to trust you with their finances. Wealth Management Services Datasheet Template by @StockLayouts. This makes ComboApp a great partner for those financial companies that would rather avoid making rookie mistakes so they can instantly outpace their competition. One of the biggest questions you face when starting your company on its digital marketing journey is how to market financial services in 2021. More and more, people rarely even go to the physical locations of their financial institutions. You can create postcards, create flyers, or letters that promote your financial products to potential customers in a manner of minutes. One way fintech marketing can include influencers is awareness building. Copyright 2022 StockLayouts LLC. Designs by StockLayouts. The company delivered a package through direct mail to choice customers that included a Diet Coke and a pack of Mentos inside a nice box with instructions. Financial advisors and investment firms can benefit from new ways to connect with customers too. What works for your company will vary, and partnering with a full cycle financial services marketing agency like ComboApp is essential to establishing a strong content strategy for your brand. It doesnt matter if a company is large or small, if the customer cannot find them then they will lose out on business. A solid marketing plan for financial services companies will take those factors into account, as well as the constantly evolving digital landscape, to maximize the potential in every interaction. People want to know that their money and data is safe, and the tech-savvy younger generations are more apt to know what is secure and what isnt. By continuing to browse this site you agree to our use of cookies. If a single picture says a thousand words, then a short video is worth a thousand pictures. This can consist of building trust with potential clients using personalized content, customer referrals, mobile-first web design, social media, producing great content for all channels, influencer marketing, Pay-per-click advertising, search engine optimization (SEO), and partnering with an agency. In essence, Transamerica is building trust with their audience and helping them to focus on overall health, of which financial health plays an important role. A good example is Bank of America and its Face Retirement app, which visually demonstrates retirement to users and generated 8.8 million impressions on Facebook and Twitter. There's no better way to find out if our financial services templates work for you than to try them out. All customersand Millennials in particularwant to do business with companies they consider trustworthy. Google ranks sites that use HTTPS over insecure sites that only use HTTP and browsers now label sites without SSL security certificates as Not Secure. Analyzing how customers engage with your online presence, from keywords to the pages they visit, is one just tool in the digital marketing kit that will help you personalize and target your efforts effectively. A PPC advertising campaign can extend across multiple platforms, including Google Ads, Facebook Ads, Bing Ads, and several others. Acorns Is an investment app that has grown rapidly in popularity in the last few years. Determine the best and appropriate type of marketing pieces based on how they will be used (i.e. Social media marketing for financial services should revolve around meaningful content, consistency, storytelling, and willingness to provide value to customers. Most would much rather take financial advice from someone they follow on YouTube, Twitter, or Instagram than a large financial institution. The Transamerica Facebook page is exceptionally consumer-focused and has more than 550,000 followers. On the surface, this would seem completely unrelated to the financial services that they offer. Humor is optional, but a positive attitude is a must. Weve retained and hired numerous PR firms in the past and based on the experience weve had with Berbay, we think they are at the top of the list and the best PR firm weve worked with in our careers. - Steve Huntley. Financial services content marketing relies on having a strong strategy that takes advantage of all the tools available. The LinkedIn audience ate it up, growing from 30,000 followers to more than 220,000 followers within six years. But that isnt the case for Transamerica. They even broadcast concerts on their Facebook page. Competition is fierce and you need to be able to reach every potential customer you can, and you need to do it while navigating the regulations that govern the industry. The quality of content is important as well. The company delivered something useful to customers through direct mail a jump rope. Get creative ideas and inspiration from our most popular graphicdesigns. In fact, social media provides an amazing avenue for educating customers on products and services. AXA Insurance was looking to reach very specific segments of customers with a new marketing campaign women between the ages of 25 and 40. Marketing for banks and financial institutions is best developed with a customer-first approach focusing on the needs of the customer base. 315A, Los Angeles, CA 90025, 2022 Berbay Marketing & PR, All Rights Reserved. MasterCard is a titan in the industry when it comes to creative financial services marketing. A site should take no more than 3 seconds to load and the longer it takes the more likely your user is to leave and visit another site. Having an influencer who can speak directly to their generational peers about a product or service is a great way to keep one step ahead in the marketing game and further develop your financial services branding strategy. Much of their content is documentary-focused. So how do you stand out? The content you make can captivate them, plant seeds of new ideas, and even educate them on services they did not know about. Many companies put their Facebook page last in priority of their social media platforms as due to algorithm changes, organic Facebook page updates dont have the reach they used to. Through their Thought Leader of the Week campaign, which featured interviews, white papers, and articles from senior employees at the company and other financial services brands, Prudential was able to share a wealth of educational information in a very personal way. Personalization has been a top financial marketing trend for some time now, and it is definitely not going away in 2021quite the opposite. Fact: 92 percent of all adults use Google or other search engines. But everyone claims to offer that. These newcomers have grabbed one-third of revenue growth in Europe, and in markets like the U.K., the combination of high numbers of new entrants and material revenue migration indicates a high level of disruption already taking place, stated Accenture. The jump rope example is a great example of connecting your service (in this case, life insurance) to something more emotional, such as an individuals health. In the early days of this strategy, few financial services companies had truly embraced digital video, and none had done it in a way that was so journalistic. With top rankings by national design organizations and public relations associations for our expertise in this area, Berbay Marketing & PR will work with you to: For more information on developing engaging and educational marketing materials, please contact us atmegan@berbay.comor(310) 405-7343. This also ties into our previous point about building trust, as an influencer does just that with their audience. An agency that offers financial advisor marketing services can help you build a strong brand in your community. In other words, they were trying to show the explosive results that they deliver to customers. In this article, we will take a look at the top digital practices that all financial marketers should know about. Younger generations want to see companies put their words into action, and they especially want companies to listen to their feedback and put it to good use.