News & Articles

Building a Digital Marketing Strategy for Your Financial Service Business

Figuring out a digital marketing strategy within your Financial Service Business can at first appear tricky and time consuming but a well-build digital marketing strategy allows you to transform your customers’ online experience and ensure they come to your business for all their financial needs. In 2021, we have seen a clear call for personalisation from digital marketing within the financial services sector, from tailored content, customed ads and offers designed for the individual’s needs. We have also seen the digital landscape of the financial services sector change dramatically throughout the pandemic, with clear pressures that a well built personalised digital marketing plan can solve. 

A well thought out, strategically planned digital marketing strategy for your financial service business can increase exposure, visibility, and result in improved customer engagement. All virtual elements in acquiring and converting customers and guiding them seamlessly through their customer journey from start to finish. We’ve written a comprehensive guide that will help you on the first steps to build a digital marketing strategy for the financial sector that really works. Learn how to adapt your current strategy to deal with the new digital era we see emerging. Learn more:

  1. Google AdWords
  2. SEO
  3. Remarketing
  4. Social Media

Google AdWords

Google Adwords can seem daunting and complex when first decided on how to build a paid digital marketing strategy for your financial service business due to search engines enforcing stringent policies for many financial products. This can make it feel like it’s impossible to begin your strategy, never mind scaling up in the future. Google has in place stringent policies for personal loans, high ARP loans with additional policies for speculative financial products. In this case, it may be best to get the help of an expert digital marketing agency to ensure you’re getting maximum return on investment and that your paid strategy doesn’t get derailed by disapprovals. 

However, the initial policy hurdles are well worth it once you’ve began gaining traffic, reaching potential clients and generating qualified leads. Google Ads allows the link to your website not to be lost due to the saturated nature of the industry and allows your brand to be exposed far better then your competitors without a paid marketing strategy.

SEO

Search Engine Optimisation can be used to your advantage within your digital marketing strategy to ensure that potential leads can find your website, with businesses needing to evolve their SEO to survive within this digital landscape. An initial area to focus on within your strategy is creating high-quality website content that ensures trust, demonstrates your expertise and security. Within the financial sector, your brand’s reputation is key and your aim from your content writing should be to become an authority and a thought leader within the finance industry. 

The most important factors that Google considers when evaluating pages are:

  • Page purpose
  • Main contact quality
  • Amount of content

When it comes to the quality of content you are aiming to create, you should always keep in mind EAT, which stands for expertise, authoritativeness, and trustworthiness. Keeping these attributes in mind while creating quality content to give visitors to your site clear answers to question they may have or provide information that offers real value.

Remarketing

Once your search ads are up and running, a key element to your digital marketing strategy will be remarketing. Remarketing allows your financial service business to remain top-of-mind by targeting customers that have previously visited your landing page as they continue to browse the internet. Including remarketing in your digital strategy is a cost-effective way to increase your conversions because your ads are reaching users who have already expressed an interest in your financial services.

Social Media

A well-planned social media strategy should be an important part of your overall digital marketing strategy, allowing you to increase your brand recognition through paid and organic social growth. Social media can also establish your financial brand as subject matter experts within a number of areas that are important to your potential customers. 

Paid social can be a cost-effective area of your digital marketing strategy when compared to the higher cost per clicks seen from Google Ads, allowing you to reach a larger audience with a smaller allocated budget. One of the benefits of allocated some of your marketing budget to Facebook Ads is the varied ways you can potentially reach the right people through demographic targeting.

  • Demographics: reach potential good quality leads based on their interests and internet behaviours. You have the option to target users via a number of factors including ages, locations, gender and more.
  • Email Lists: use a customer list custom audience that match those emails with its user base so you can target them with ads. From here you have the option to retarget these users to get them to convert or exclude them from being shown ads to ensure your marketing budget is being stretched as much as possible.
  • Website Visitors: you also have the option to add the Facebook Pixel to your website and create ads for any recent website visitors. You will find that only a small percent of users converts on their first visit to your site so it’s important to continually remind them of your brand and services across different platforms.
  • Retargeting: you may also wish to show ads to users who have visited your Facebook page to better improve your conversion rates.

Conclusions

The financial service industry is a very competitive space that has seen rapid change within the past year, one of the ways to come out on top is to build a success digital marketing strategy. We have seen that cost per click for paid strategies can be expensive but combing a paid strategy with SEO will allow you to focus on your unique offerings and benefits can get your ad and website in front of the right people at the right time. We’ve outline some of the fundamentals of a digital marketing strategy to get your started so now it is time for you to put these fundamentals into action.

written by:
Catriona Scorey