Every Financial services marketing needs strategy to generate high-quality leads. Financial services include a wide range of businesses that manage money, including credit unions, credit card companies, accounting firms, consumer finance companies, brokerage firms, private owners, banks, private loan companies, and government-sponsored companies. It will be. Financial marketers act as a link between financial service providers and business organizations that require specific financial services. Financial services providers adopt digital marketing strategies or leverage the services of marketing companies to win high-quality leads.
Financial institutions can reach their target audience with the most advanced and effective marketing services available.
Contextual marketing and native advertising
Although it is not something new, context marketing of financial services should be considered one of the most important digital marketing trends for the year ahead.
This technique allows you to present timely information, at the right time, to the right users. For this, it is necessary to know your audience and use the data appropriately for greater personalization of the content.
In this sense, native advertising also remains one of the main trends. It is a promotional advertisement for a product or service that is integrated as content into the editorial line of a site. This includes promoted posts on Twitter and Facebook and content suggestions from platforms such as Taboola and Outbrain.
However, you have to be careful: the content must be creative and add value to the user. Otherwise, it could be perceived as invasive advertising, decreasing its effectiveness.
Customers expect service providers to respond to their concerns in real-time and on their terms. Social listening or social listening is an important trend in this regard, to the extent that allows, according to some experts “monitor social media channels for mentions of your brand, competitors, products and other relevant topics for your business” and, subsequently, analyze that information to strengthen the brand positioning strategy.
Global Preference report, more than 50% of people prefer to consume video content over other formats such as images and articles.
This presents an important financial services marketing opportunity for brands, and especially for the financial sector. Through the videos, the message can be simplified and all kinds of services, both personal and business banking, become known more effectively and closely.
Omni channel Marketing
One of the biggest changes in the financial sector in the last five years is online banking systems, where you can open an account through video chat, apply for a credit card through an application and check the balance via SMS.
Just as banking services have transformed into an omnichannel model, marketing for banking must do the same. Having a website, blog, and social media accounts are ways to get involved and connect with customers. However, customers still feel that the messages on each of the channels are not consistent.
Therefore, instead of creating a strategy for each channel, a holistic approach should be sought. Strategies based on long-term personalized messages transmitted on different platforms are more effective than large-scale interactions once or twice a year.
Traffic to online banking sites from mobile devices is growing rapidly, search volume in 2017 in the UK reached 77%, and in the US, 90% of financial services customers accessed online banking from their cell phones.
Faced with this reality, financial institutions must make their sites more mobile-friendly. This not only implies improving the loading speed but also implementing a responsive or adaptive design so that the client can correctly view the site regardless of the device they are using.