Tags – Marketing Financial Health
Developing marketing strategies for your financial health programmes requires you to consider the following elements:
- Your firm’s goals and objectives
- Target markets
- New markets
- Your firm’s strengths and weaknesses
- Available resources
By creating an effective marketing strategy, you’ll be able to better reach your targets and goals; marketing financial health programs successfully is essential to the growth and success of your company.
It can be difficult, however, to know where to start.
In this blog post, we will discuss 5 different marketing strategies that will provide a good starting point for your firm to successfully market your financial health programmes.
1. Customer Outreach
Customer outreach is one of the oldest and easiest marketing strategies for financial firms to adopt, but it is also one of the most effective.
The idea of customer outreach is straightforward: connecting with clients to satisfy present needs surrounding education, raising awareness, and help.
This may be scaled down to a small business with free consultations and webinars, or expanded to accommodate larger organisations with financial education such as debt management programs or financial education in the manufacturing sector, for example.
Why is it effective?
Well quite simply, customer outreach works to build awareness, customer loyalty and interest in your services – in other words, you can achieve better exposure.
2. Use Content Marketing
A report published by Facebook IQ states that only 8% of millennials trust financial firms for guidance.
Of course there are many reasons for this distrust, but this proves that financial firms need to work even harder to build trust with potential clients.
And this requires relationship marketing: a strategy that aims to educate and empower people to make the right decision.
And this can be achieved with content marketing: creating high value content that attracts, engages and converts prospects.
In fact, research has revealed that educating prospects through a compelling content strategy was one of the strongest determining factors of client loyalty in financial services.
3. Humanise Your Brand
In today’s culture of mega brands and faceless businesses, people are flocking to more humanised brands that care about the same things they care about.
That said, community marketing may be effectively used in a financial services marketing plan, especially on social media platforms, to galvanise consumers around a brand and a shared cause.
While typical marketing strategies are primarily conversion-oriented, community marketing is conversation-oriented.
Through heartfelt conversations, a financial brand may differentiate itself and, as a result, be a step ahead of the competition by gaining more mind share.
4. Optimise Branding and Messaging
Embracing digital marketing techniques, such as PPC, SEO, SEM, email marketing and social media is practically the only way to reach a digital-first consumer.
For financial services marketing, this entails campaigns that are designed to provide an integrated and consistent user experience across different channels, such as websites, mobile applications, text messaging, email, social media platforms and other digital mediums.
Meanwhile, the messages should be consistent, drawing on a common messaging strategy that informs all channels.
Plus, branding like logos, profile pictures, header images,and banner ads should share a common theme and design.
Customers should feel continuity and familiarity when interacting with your brand across multiple platforms, important elements in building trust and loyalty.
Besides standardisation, branding and messaging needs to be optimised for each channel, including small adjustments for:
- Brevity (Twitter)
- Imagery (Instagram)
- Audio-visual (YouTube, Facebook)
- Authority (LinkedIn, influencer marketing)
- Searchability (Website, business blog)
5. Personalise All Touch Points
No one likes to be bombarded with generic marketing messages – it’s annoying.
That said, people are more likely to interact with a brand who sends them messages based on prior interactions.
Personalised marketing takes into account who the client is, what they have done and what they are likely to do in the future; financial services firms should make good use of the wealth of authorised data at their disposal when creating such experiences.
Personalisation through email automation is one way to do it. Financial companies may run successful campaigns that seem personalised for each customer using a carefully planned drip campaign.
And this goes beyond just simply mentioning their name in the greeting. What you need to do is connect the dots between previous actions.
For example, you could send a link to a specific blog post or case study that further educates them based on a recent inquiry.
The Bottom Line
Consumers are becoming more informed, and the digital world is allowing them to have greater control and power over financial decision-making.
So what is the future of marketing in financial services, and how can service providers adapt?
By evolving, customising, and adapting marketing to a digital-first customer journey.
However, don’t concentrate on one or try to include all elements.
Instead, create a single, more comprehensive financial marketing plan that incorporates each component and builds on the rest, adding value to your financial firm.
Want to know more? Get in touch with our friendly team today.
In the meantime, take a look at our marketing services here.
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