If you’re working in financial services, there’s a fair chance you’re a left-brained person. Along with your aptitude for numbers, and your talent for problem-solving, we’re guessing you also like being organized, you like planning, you like details, and you like executing a well-developed financial marketing strategy. Right?
You like researching the most effective techniques, methodically putting them into place, and watching the leads roll in. Marketing is an interesting sector in that it blends science with art. On one hand, it’s very methodical (and we always tell our clients that consistency is key). On the other, it can be incredibly creative and fun.
In this blog, we’re going to run you through three trends you need to capitalize on to ensure your financial marketing strategy is giving you maximum return on investment. We’ll tell you which bits are about process, and which are about personality, to help you grow.
Ready to get started? Schedule a free consultation.
1. Google Ads: Help clients find your financial services
The first trend you need to capitalize on when it comes to financial marketing is Google Ads. It’s no longer enough to rely on word of mouth, or start a company Facebook page, or build a website without taking further action. These are all great methods, of course, but when it comes to financial marketing, there are simply better ones you can use –like Google Ads.
There are a lot of reasons why Google Ads is amazing, but the main one is simply because it helps people find you when they’re looking for you. BAZINGA. Modern marketing doesn’t get any better than that! Google Ads allows you to target specific keywords, and zero in on your key demographic by selecting things like location, age, income level, and gender.
Let’s put it this way. It makes sense to cast a wide net in the hope of catching a nice fish… unless you have a dependable strategy that will help you catch a trophy king salmon. You’d take the second option every time, right?
(Well, we would, but then again, our headquarters are based in Anchorage, Alaska, and many members of our team know their way around a fishing boat! Ask us for tips any time!)
The second reason Google Ads is awesome is because the client already knows they need you. They’re actively searching for you, so all you have to do is capture their interest and convince them you’re the best choice to solve their problem. (And let’s face it, people usually engage financial services firms because they have an issue they’re unable to deal with on their own.)
2. Landing pages: Tell your clients why they need you
Google Ads are like a one-two punch. Boom. The client is yours! The first part is setting up the ads; the second is making sure you’re sending clicks somewhere that will seal the deal. This is where landing pages come in. A “landing page” simply refers to the first page a client will see when they visit your website. It’s the first impression you have, so make it count!
When Google Ads first started, it was customary to direct traffic to an existing page on your website, like your home page or services page. More recently, there has been a trend towards directing people to custom sales pages. This is definitely best practice, because it will significantly increase your chances of converting a client and making a sale. So what does a great landing page look like? There are three main points we recommend:
- A clear offer or deal to show people why they should act now.
- A value proposition, such as a free download, so people feel like they’re getting value.
- A number of very clear calls to action to help people know what to do next.
Landing pages don’t have to be long. A really common mistake people make is to stuff landing pages full of key words, thinking that will increase their ranking through SEO (we’re definitely guilty of this too – we’ve mastered our strategy over many years with a lot of trial and error). The trouble is that SEO isn’t really the point of a landing page.
Running Google Ads means you’re already targeting the keywords you need, and because you’re paying per click, you don’t need to worry so much about SEO. Instead, you need to kick your sales brain into gear, and think about the key information a prospective client would want and need to know because deciding to take action.
If in doubt, less is more. Make it snappy. Make it interesting. Make it helpful.
Most of all, make sure the next step is crystal clear and very inviting.
3. Personalization: Let clients know how much you care
Let’s take a moment to recap quickly. Step one was capturing people’s interest with shiny Google Ads. Step two was making them an offer they can’t refuse with a sparkling landing page. Step three is showing the client exactly how important they are to you and reassuring them they’ve made the right choice. We’re not talking champagne and corporate suites at the basketball (although hey, surely no-one would complain about that!).
Here’s a word we know you’ll love: data. Personalization starts with data collection and analysis. You’ll need to figure out exactly who your ideal client is, who is responding to your Google Ads, and who is taking action on your landing page. Are they the same types of people? If not, why not? You may find an audience persona really helpful here to help focus your efforts and ensure you’re targeting the most profitable demographics – i.e. those who are most likely to convert.
Once you know who you’re talking to, tailor your messaging accordingly. Don’t be generic. Target their specific interests. You’ve discovered this group loves football? Great. Make some football puns. Or do they all come from the same neighborhood? Great. Make some local references. Make them feel like you know them, that you understand, and that you can help.
And remember, a follow-up phone call after they take action on a landing page is always a classy touch. Nothing shows a client how important they are like you taking a few minutes out of your day to introduce yourself and thank them for their interest in working with you.
Stay on top of financial marketing trends
Modern marketing moves quickly. It’s an innovative industry, because marketers are always trying new ways to capture people’s attention and make their message heard. Staying on top of the latest trends can feel like a full-time job (and for us, it is! Seriously!).
If you’re running a financial services firm, you’ll have a lot on your plate, so it makes sense to work as efficiently and effectively as possible. You may find it valuable to bring on a marketing partner, who can stay across all the latest trends to ensure you’re capitalizing on the ones most likely to grow your business. If that’s the case, please reach out.
What are you waiting for? Let’s talk business.