With 81% of financial marketers picking up new leads through social media advertising, it’s a great paid media strategy that can improve brand awareness and push clients through the acquisition funnel. However, getting your advertising right can be a challenge for finance brands. With each platform catering to different groups, demographics and target audiences, a one-size-fits-all approach isn’t suitable. Here we break down why a social media campaign can be useful and how you can get it right.
The value of social media advertising
Social media advertising is one area of a paid media strategy that can reap great rewards for finance brands looking to build greater brand awareness and generate new leads. A paid media strategy is particularly beneficial as it enables your finance brand to reach beyond its organic following.
“ 81% of financial marketers have picked up new leads via social media advertising. ”
Paid media buying is effective in amplifying your social content, enabling you to reach your target audience and nurture them down the customer acquisition funnel. At the end of the day, it can be difficult to be found organically on social platforms. This is why social media advertising can be your saving grace and a great tool in your overall financial marketing content strategy.
The dos and don’ts of social media advertising
While advertising is important to include in your overall content strategy, it can be difficult to get right. To truly nail your advertising content, you need to have an in-depth understanding of who your target audience is and what they will respond to. Additionally, you also need to understand the platform you’re advertising on and the types and styles of content that capture the user’s attention.
Here are three tips to help your finance brand nail its social media advertising content:
- Show a human face – Social media is primarily designed for people to connect with one another – whether that’s strangers, friends or family. By creating content that’s personable and relatable, you can begin forming an authentic relationship with your target clients.
- Tailor content to the platform – Each social media platform is different in regard to demographics, style of content and trends. Understanding what type of content performs best on each platform will help you create a tailored content program, that engages users from the beginning.
- Cater to your target audience – Different types of people respond to different types of content. Understanding what your target audience responds to will enable your finance brand to make a real impact and capture an interested audience.
How to get it right and convert leads
Social media advertising doesn’t stop at creating engaging content. Paid media strategies are effective in gaining a new audience and building brand awareness, but if your content strategy and website aren’t designed to nurture leads and convert clients it will all be pointless.
Optimising your website and content strategy to push clients through the customer acquisition funnel is vital to a successful advertising strategy. Adopting an always-on content strategy, ensuring your website has a great CX design and implementing personalisation strategies are all necessary to convert leads.
Don’t let your social media advertising go to waste, ensure your overall financial marketing strategy is aligned to nurturing and converting clients.
