With more and more people utilising online tools to manage their finances, from wealth management to banking, financial marketing has had to alter to focus on the digital. Today, digital financial marketing has become a highly competitive field. To generate leads and improve conversions you must stand out from the competition and form real connections with your clients. Despite the benefits of digital marketing, 45% of finance organisations don’t have a defined digital marketing strategy. Here are three digital financial marketing strategies your finance brand can implement today.
What you need to know about digital financial marketing
Digital financial marketing is all about the content you produce to not only attract an interested audience but to make real and authentic connections with potential clients. Creating a content marketing strategy that places our audience at the forefront should always be the aim.
The content you produce can’t be an afterthought. Instead, it must be strategically created in line with your audience’s needs while being appropriate for the platform it’s housed on. For finance brands, educational and transparent content alongside company insights generally perform the best for all types of finance brands.
Prioritise your SEO to improve your digital financial marketing
“ 45% of finance organisations don’t have a defined digital marketing strategy.”
Getting to the top of search engine rankings is all about having a strong SEO strategy. In fact, being ranked first in search engine rankings can result in a CTR of 34.2%. Improving your SEO can be as simple as understanding what your audience searches for. By identifying keywords and phrases that are being searched, you can then begin to use these in your digital financial marketing content, helping to improve your ranking.
While paid advertising and other digital content have a time limit, SEO doesn’t, making it an extremely important part of any digital financial marketing strategy.
Personalisation is your friend
Your customers want personalisation – there are no ifs, ands, or buts about it. Personalised content, tailored to your target audience should be the basis of almost all your communications with clients. In fact, 72% of consumers say they only engage with personalised messaging.
According to research by McKinsey, there are five key areas your finance brand should work on personalising. These include:
- 75% of consumers want personalisation to make it easier to navigate in-store and online purchasing
- 67% of consumers want relevant and tailored product/service recommendations
- 66% of consumers want messaging tailored to their needs
- 65% of consumers want targeted promotions
- 61% of consumers want brands to celebrate their key milestones
Don’t forget about mobile
With people engaging with brands on their mobile like never before, it’s important your finance brand prioritises not only mobile content but also your web design.
If you’re doing digital financial marketing well, you should be generating more and more leads to your website. This is why your website must be mobile-friendly. According to SEMrush, 71.76% of domains change rankings by one place on mobile compared to desktop. To ensure your website is mobile-friendly there are three key things you can do:
- Utilise responsive web design
- Ensure your site has fast loading speeds
- Ensure your SEO strategy is strong by implementing structured data