It is quite apparent the financial industry has been slow to adopt digital technology as part of its marketing planning and execution. Lack of trust is the number one challenge facing the finance industry. People are concerned about who they trust with their money, where they save it and where they invest it. As people become tech savvy, the first thing they do is to look for online resources. They check their balance online, ask for friends recommendations and give good or bad company reviews. And they do it 24/7 anywhere using their smart devices.
Digital marketing strategy is crucial to financial industry. Businesses without digital marketing campaigns will be left behind. They need to develop strategies that will gain the trust and confidence of customers to remain competitive and drive revenue. Digital marketing for the finance industry aims to reach customers across multiple channels to meet their needs in personalized way, convert website visitors into leads and eventually clients.
Financial marketers are now learning the benefits of going digital because they are seeing the poor audience engagement in traditional marketing channels. Financial companies need to get found online. The first step to increasing your online presence is optimizing your website so searchers can found you on the first page of Google. Customers use a range of mobile services to manage their account. A responsive web design will deliver new online banking experience regardless of which device the customer use. Mobile financial apps are frequently used by customers, create more secure mobile app that makes logging in easier.
With tight communication regulation facing the industry these days, it is important to deliver powerful marketing messages without sacrificing accuracy or compliance. Regulations are predominantly focused on what’s being said, not the manner of execution. Deliver valuable and relevant information in compelling, engaging, and entertaining way through content marketing. Make sure that your website has a blog that you can populate with fresh, quality content that will generate traffic and conversions.
Social media is the best way to connect to the world. Banks and bad credit loans companies can engage users not only to help cross-sell and upsell but also to attract potential customers. Do not be afraid of security and reputation, if you provide good product and services, satisfied customers will advocate your brand and silence the noise that a few disgruntled customers are making. Enhance existing social media campaigns and give incentives to customers for sharing socially.
Adapting online video can significantly boost a company’s inbound and social media marketing success. Video is very effective and very searchable, it appear on top of search listings. With the right video message, firms can leverage their marketing analytics to target the right audience.
Surveys are great for collecting valuable data. Craft unique questions so the data you will obtain is more valuable. Competition is another way to create awareness and collect valuable data. Everyone like to win, if the prize has enough value and targeted to the right audience will work really well. Based on the data gathered, combine CRM data with marketing analytics and then use automation to systematically up-sell, cross-sell and nurture your customers.
Compliance concerns have kept most financial firms from using e-mail marketing. The financial industry has an average of 2-3% click-through rates due to poor segmentation. Marketing analytics can help firms to segment, target and personalized e-mail better. By using marketing automation a two-way conversation can be created by listening to customer’s online behavior.
Today’s marketers must understand digital and online marketing serves as one of the most important aspect of marketing. Don’t get left behind, engage in digital marketing and reach customers across multiple channels with positive and credible messages.