What is financial marketing and why is it important? November 13, 2020Marketing refers to the methods you use to promote your products and services to your customers. When we talk about digital marketing, we are referring to all the different ways businesses can do this online. And when we refer to financial marketing, we’re talking about the way you specifically can grow your business. Are you ready to start scaling? Read on! In this blog post, we’re going to run you through the basics so you can reach your goals. We’ve worked with a lot of financial services firms over the years, helping with everything from merchant services, to local banks, and even Alaska’s infamous Permanent Fund Dividend (PFD) program. We’ve worked hard and generated some awesome results: Received more than 300,000 applications for the PFD filing season. Increased new accounts by 61.4% for True North Credit Union. Achieved 18,980 social impressions for client’s financial planning quiz. Want to see numbers like these? You know where to find us. Step one: Define your voice Ready for a rapid-fire round? Here we go. Who are you as a company? What do you offer your clients? What makes you different from any other bank, credit union, accountant, financial advisor or stockbroker? What are your values? Why should a client choose you? These are all really important questions, because from a financial marketing perspective, they lay the foundations for a memorable brand that will encourage client loyalty. Financial services can be confusing for people who aren’t up to their elbows in spreadsheets every day, so you need to make sure you’re accessible and approachable to the kinds of people you want to help. Position yourself as a friend who speaks the same language. Here’s an example of the kind of thing we mean. Our client, eComm, is committed to re-inventing the merchant services industry. It’s a national brand owned by an Alaskan financial services company called Cornerstone Credit Services, and it launched in 2017. Looking back, the owners say: “We were entering an industry that had a bad reputation, but we were doing it for a reason… We knew that the business community deserves better.” This attitude defines the client’s brand voice, which sets the foundation for a financial marketing campaign. The message is simple. The tone is straight-talking. The communications are transparent. This company works with small business owners all over the United States, who don’t have time to beat around the bush, which is reflected across all of eComm’s digital assets. This is immediately clear through the use of phrases like: “You probably have first-hand knowledge that the merchant services industry is wildly unethical.” “Some merchant services providers don’t seem to understand the golden rule: don’t lie to people.” “Our aim is to be undeniably up-front with you about everything from mark-up fees to monthly charges.” This is strong language. It’s not everyone’s cup of tea. However, the up-front style is very effective from a financial marketing point of view, because it connects with this client’s target audience. These are people who need answers now and want to work with someone they feel they can trust. The voice reveals everything you need to know straight away. Step two: Build trust in your community The best way to build trust in your community when it comes to financial marketing has always been, and will always be, word of mouth. People are much more likely to trust the recommendation of a friend or family member who has had a great experience than take a risk on an unknown company. The logical conclusion, of course, is that the best way to build trust is simply to give every single customer a great experience. Listen to them. Solve their problems. Save them money. Make them great coffee. Write them thank you notes. Cornerstone Credit Services has a range of divisions, including payment solutions. The company has an outstanding reputation in Anchorage, Alaska, and it’s the go-to merchant services provider in the region. From a financial marketing perspective, this is gold, but it doesn’t mean no further efforts are required. Cornerstone has actually capitalized on this reputation across their digital assets as well – take this homepage, for example. For one thing, it recognizes the positive impact clients have on the business, and makes them feel special. For another, it encourages them to go ahead and make even more referrals in their personal circles by offering an enticing cash reward. Ready for another set of quick questions? Here we go. What are your strengths? What are some things you’re already hitting out of the park? How can you use them as part of your financial marketing strategy to grow your business even further? This is important, because it will help you work as efficiently and effectively as possible to reach your goals. Step three: Nail your value proposition Once you’ve defined your brand, and you’ve built a strong reputation, you need to work on your value proposition. Catch the attention of your prospective clients and make them an offer they can’t refuse. This is the part where you’ll be encouraging people to click onto your website, guiding them down the path to purchase, and hopefully converting a sale. A key part of this is a strong landing page. Our client, Bookkeeping Alaska, is currently in a growth phase. The owner, Tabitha, asked us to create a landing page to encourage more people to sign up to a special offer that will help them organize their accounts for just $97. She’ll help you set up QuickBooks, start reconciling your statements, start reconciling your transactions, generate system reports, and provide email and phone support along the way. Landing pages can be really simple. In fact, there’s a recipe for success, because there are a few key touch-points every prospective client will consider in making a decision: Professionalism of your appearance (i.e. design, layout, text, etc.) An offer that is immediately very clear and easy to understand An explanation of what exactly the offer includes (i.e. a list) Some social proof or a testimonial to encourage trust An explanation of why your business is a great choice Several very clear calls to action so they can take next steps Once you’ve addressed all those points, you’re good to go. When it comes to building effective landing pages, we recommend a tool called Leadpages, which has templates tailored to different industries and different types of offers, making them easy to create. It’s a great way to qualify leads and ensure the people who reach out are a good fit. Why you need financial marketing services Once a client has clicked through to your website, the only thing left to do is streamline the path to purchase so it’s easy for them go to ahead and do business with you. Make sure that the next steps are clear, with a strong call to action, and ensure your contact details are prominent so they can get in touch with any questions. It’s that simple. Want it to be this easy in real life? Give our helpful team a call.