Financial services marketing refers to the collective use of marketing tactics employed by marketers in the financial services sector to attract new customers or retain existing ones.
If you’re a marketer working in the financial services sector, you probably know how difficult it is to stand out of the crowd. Our customers looking for financial marketing assistance come to us with a wide variety of ideas – some better than others – that they want to experiment with to attract new customers or retain existing ones.
That being said, here is a list of some comprehensive financial marketing techniques that you can employ in 2020. These strategies are implemented by the best and brightest minds in financial marketing across the board.
Build trust with your prospective customers
Millennials want to do business with financial companies they trust. Trust comes from establishing a remarkable company culture, building digital experiences young people will use and getting endorsements from well-known celebrities.
Relate to your target audience
Young people engaging with financial companies are looking for three simple things: exceptional digital experiences, rewards, and convenience. Your marketing message must address these simple needs head on. An example for this would be creating a guide about difference between an MS and an MEng course.
Experiment with influencers
When 71% of people would rather go to the dentist rather than hearing what financial service companies have to tell them, you don’t blame the dentist – but the messenger. Work with influencers to reach new audiences and make your brand cool.
Use content to educate customers about their financial well-being
From educational Alexa skills to amazingly actionable blog posts, the financial industry is slowly learning to use content to attract and retain customers. Content is a great way to generate traffic to your site to not only create awareness but create potential conversions too. Teaching your audience and leaving them better off than when they started an article is so important to build a relationship with them.
Optimize your workflows and brand copy across channels
Optimize your current digital workflows, web copy and content assets. Most customers know a lot less about your business and about finance in general than you think they do. Whether you’re looking to build strategies for financial product marketing or looking to improve your fintech marketing skills – having a consistent brand message is key to success. But more importantly – say what you mean. The financial industry is riddled with jargon that no one outside of the industry can relate to.
Optimize your digital user experience
The key to getting new customers is to build an omni-channel, frictionless user experience. From better messaging, to better UX and better technology, the financial industry must really optimize the end-to-end user experience to wow and delight its customers.
Personalize your marketing initiatives
In finance, personalization means you use data to make relevant recommendations to your existing customers and to introduce them to new services your company provides at the right time and price!
Optimize your customer journey for every single marketing campaign
Marketers must take the lead to understand how a user’s experience differs from one touch-point to another and advocate for integrated user experiences which allow users to get what they need, at every step, in their customer journey of interacting with your financial product.
Use artificial intelligence to wow your customers
AI is the future, and the future is now. Financial marketing teams can invest in AI solutions which remove adoption barriers, improve customer satisfaction, and attract new users.