8 proven digital marketing strategies for financial services
Here are a few key financial services marketing strategies that can increase the quality of your leads, helping you attract new clients and retain existing ones.1. Understand your target audience
Prioritise understanding your audience before working on a digital marketing content strategy for your financial services business.
Tailor your messages to address the specific challenges your target market encounters, offering relevant solutions.
For example, mortgage brokers could address the challenge of repaying a home loan by discussing the benefits of refinancing, as well as when and how to do it.
In the wealth management segment, a financial adviser can provide expert advice on how to invest your money to build your retirement, for example. They can use testimonials or case studies from past investors to illustrate how they have helped their clients overcome a challenge.
Sydney copywriting agency Hunter & Scribe are experts at writing persuasive case studies if you don’t have the time or skills to write them.
2. Invest in a user-friendly, fast and secure website
A company’s website plays a key role in the online customer’s journey. Ensure clients can easily sign up.
A streamlined customer experience appeals to convenience-driven clients.
In a competitive market, prioritise a fast, responsive website to engage and retain clients.
Your marketing should also demonstrate website security to build trust, especially when handling sensitive customer details and payments.
3. Be found on search engines
Beyond good design and user experience, your website must be optimised with keyword-rich content for a high search engine ranking.
Use search engine optimisation (SEO) and pay-per-click (PPC) campaigns to organically respond to algorithms and customer searches.
The higher your Google ranking, the more visible you’ll be to potential clients.
While SEO can be time-consuming, it will reap quality leads and sales when keywords rank well.
Consider an SEO or copywriting agency like Hunter & Scribe to boost your website onto page one of Google, attracting more traffic and quality leads.
4. Use social media effectively
Financial service companies, such as mortgage brokers, finance brokers and buyer’s agents, often face a trust deficit, but social media marketing offers a solution.
Publishing content marketing on platforms like LinkedIn and Facebook can help you build relationships with clients.
The best social media posts are educational and helpful, because that makes you look like a trustworthy expert. For example:
- A mortgage broker might publish the latest property and finance news
- An asset finance broker might give updates about the economy
- A buyer’s agent might compare different property investing strategies
- A financial adviser might discuss the ins and outs of SMSFs
- A credit repair agency might offer personal finance tips
5. Create engaging content for your audience
Marketing for financial services businesses must include engaging content that encourages your audience to communicate with you.
Content marketing, through social media posts, white papers, articles, blogs and ebooks, is designed to build trust and loyalty, educate clients, influence buying decisions and establish you as the trusted authority.
While creating engaging content may take time to gain momentum, it’s one of the most effective communication strategies for cultivating long-term relationships with clients.
To succeed with financial services content marketing, you need to understand your target audience, so you can give them content they consider relevant and valuable.
Hunter & Scribe can help as we specialise in content writing for Australian finance professionals.
6. Consider email marketing
With email marketing, a buyer’s agent, for example, might provide property investment tips, a financial adviser could discuss wealth-building strategies and a mortgage broker might share updates on home loans and property markets.
This content resonates with your email database as it focuses on improving their lives.
You can also use data analytics to see which content resonates with different client groups.
With any marketing strategy, it’s important for financial industry compliance measures to be followed.
Hunter & Scribe is a full-service email marketing agency in Sydney, Australia. We’d love to help you generate business from your database.
7. Display customer reviews
Before people engage with a mortgage broker, financial adviser or accountant, they usually seek assurance the business is trustworthy and reliable.
The more trust you can build, the easier you’ll find it to attract and convert clients.
So, ask your happy clients to leave online reviews: the more reviews you get, the stronger your reputation will become.
8. Partner with an expert who understands financial content marketing
Choosing a financial services content marketing agency like Hunter & Scribe who knows the ins and outs of your industry, can significantly improve the quality of your marketing.
Without the right partner, creating content tailored to your audience may be challenging.
Collaborating with digital marketing copy experts can lead to higher-quality content marketing that helps you generate more leads.
