With over 10 years of experience helping businesses transform their digital marketing, we have the knowledge and expertise to streamline your financial services company’s online strategy.
The financial services industry is changing. Trust has been through a state of constant flux for a decade, the political environment is febrile, and customers are demanding an ever improving experience to be delivered both online and off. In other words, it’s a terrifying time to be standing still, but a profoundly exciting one to be embracing change and doing things differently.
How does a financial services organisation develop a culture of innovation without losing touch with the very principles that have historically defined its success? And how should this be communicated to its audience in a way that keeps the proposition simple and easy to understand?
Without a clear identity defining the elements of the brand that can be flexed and those that must be protected at all costs, most financial services firms will either develop communications strategies that are excessively rigid and unable to cut through the noise, or that are exciting but disjointed and don’t add up to one coherent and compelling story.
These are the questions that need to be asked before you even consider launching into your channel activity, particularly social media where iconic brands can completely unravel in the time it takes to type a tweet.
Before a single line of code is written or social post scheduled, it’s imperative that a clear identity exists that can filter down into your channel activity. For most large financial services organisations this will all be clearly documented and understood, but for newer organisations it is often a process that we need to first work through.
As with any organisation, this all begins with an understanding of the brand’s core competence – what is that one thing that they will always be famous for and that needs to be the guiding light for all strategic decisions? Once that is defined it must then translate into a clear position, or in other words – What does the brand do and who does it do it for?
The next step is the articulation of a compelling purpose that is able to engage the interest of all stakeholders and audiences. This purpose should go beyond a simple description of what the organisation does, and dig into the underlying “why”. Few financial service organisations ever uncover this purpose, which is now a greater issue than ever as consumers are increasingly basing their purchase decisions on these emotive and ethical brand dimensions.
For those few financial services firms that are able to successfully articulate their core competence, position and purpose, the brand identity must then expand into a broader architecture that explores the organisation’s values, the product and service features, and the brand’s tone of voice. Lastly, this rich organisational personality must be represented visually through a well defined colour palette, typeface and principles for user imagery.
Only once all of this exists is your firm ready to move to the next stage – content.
Fewer than half of all financial service organisations have a defined and documented content strategy, and consequently companies end up working far harder than they should have to, in order to achieve very mediocre results.
No matter what size your firm, a clear content strategy will ensure you are:
There is no silver bullet for the perfect content strategy, but within financial markets these are some of the key principles that just about all content strategies should adhere to:
– Start with the customer in mind – focus on your customer’s interests and needs when developing content marketing strategies. Engage with topics that resonate with them, even if it means going beyond promoting your company’s offerings.
– Prioritise efficiency – create channel-agnostic content that can be repurposed and always maintain consistency across platforms. Emphasise content with a long shelf life for sustained impact.
– Lead with a big idea – aim for ambitious and creative ideas to stand out in a crowded market. Setting high goals will lead to more captivating and engaging content that actually captures people’s attention and interest.
Every business and market is unique, but for a financial services company their core channels are likely to include:
– Organic search – whether your audience is business or consumer, the majority of purchase decisions are likely to begin with a simple search into Google. Your ability to capture that search engine traffic could be the difference between a healthy or empty pipeline.
– LinkedIn – with a rapidly advancing advertising platform and highly engaged business community, LinkedIn continues to be a priority channel for financial service firms. It can offer a particularly profitable, targeted and scalable channel for a highly impactful lead gen strategy.
– Email and webinars – your email list is one of only two digital assets you own (the other being your website) which is why it’s so vital. Your ability to use email marketing to nurture your prospects and drive them towards offline events or webinars can be a key factor in determining the value of your sales funnel.
When it comes to influencer marketing for fashion brands, there can be a tendency to focus on those with enormous followings – Instead choose influencers based on how they align with your brand, not by how many followers they have. Ultimately, you must prioritise forming strong partnerships with influencers who believe in your brand and have a genuine interest in what you are selling.
Other key considerations for influencer marketing for fashion brands include: ensuring you manage expectations by establishing a clear communication plan and devising contracts, repurposing any content for use across a range of digital channels and ensuring any influencer activity ties back to your overarching strategy and goals.
An extremely important area of digital marketing for fashion brands is social media. Free, easy to use and a very effective communication tool, the power of social media should not be underestimated – especially when it comes to fashion brands.
Social media has a range of benefits for fashion brands, including:
– Increasing traffic to your website
– Boosting your online presence and brand recognition
– Reaching new audiences and generating leads
– Improving your brand loyalty
– SEO benefits
Frequently Asked Questions about Digital Marketing for Financial Services
Use key performance indicators (KPIs) like website traffic, conversion rates, lead generation, and return on investment (ROI) to measure campaign success.
Engage with customers, respond to feedback promptly, deliver excellent customer service, and provide valuable content that builds trust.
Social media platforms can help you to amplify your brand’s message, grow your community and email list, engage with customers, and build thought leadership within the industry.
Create informative content, thought leadership articles, educational resources, and customer testimonials to engage your audience.
You can use digital marketing to drive offline actions, such as encouraging customers to visit physical branches or engage in face-to-face interactions with advisors.
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