Content Marketing is just a “nice to have for the long run”
According to the Content Marketing Institute, content marketing costs 62% less than outbound marketing, and generates more than three times as many leads.
It is simple: when you prove that you understand the challenges and solutions of your potential clients, you begin to earn trust. And trust is after all, one of the most common hurdle to jump for financial services in their customer acquisition journey.
High quality content helps demonstrate your expertise and can give you the authority that other types of marketing wouldn’t achieve.
Industry white papers, financial calculators, long-form guides, and industry reports are all examples of content that can build your authority in the industry and attract highly qualified leads.
Financial services cannot reach clients with online advertising
I know you think otherwise, but your client also browses Facebook and Instagram!
Most financial service companies have a very specific target. Online channels offer ultra-targeting capabilities that can benefit just about any advertiser.
On LinkedIn, reach users by profession, education, company, and seniority. On Facebook and Instagram you can target users in specific ZIP codes and create powerful similar audiences that could align with your actual target audience.
These are only some examples that can be used to target financial services clients. The possibilities to personalize your targeting are endless.
Marketers can take care of your campaigns regardless of the industry
- “Oh, you are a lawyer. You should handle my tax case”.
- “Sir, I am a divorce lawyer”.
- “But…you are still a lawyer”.
Lawyers are not the only ones that have to deal with this scenario. Marketers experience this all the time.
That’s why clients tend to achieve better results with agencies that specialize in a certain sector.
Financial services, for instance, is a very complex industry. Your marketing team must know how to accurately talk to your client’s needs.
Plus: Anyone can do marketing — even a robot.
Marketing automation has been many marketers best friend, but it has also resulted in people believing that robots are capable of doing marketers’ jobs. From sending mass emails to pushing advertisements out, people witness technology doing the tasks marketers used to manage. Marketing Week even wrote an article entitled “Rise of the machines: Are robots after your job?”
The short answer: No. Marketing automation tools just make it possible for businesses to replicate their efforts more efficiently.
And the truth is that automation doesn’t really work without smart human input.
A website redesign will automatically increase leads
Why did you redesign your website?
If your site is not responsive or user-friendly, or if you have researched that your industry standard visitor to lead conversion rate is 5%, and you are at 1%, it was a good decision to redesign. But, if you just had a “hunch” that you need a redesign then you don’t really know what to benchmark once the new website is out.
Improving the traffic-to-lead conversion ratio means much more than redesigning your website.
You need to improve the quality of the traffic you are receiving, make your web copy and value proposition more compelling, or perhaps what you offer prospects in exchange of their email is just not good enough.
Do not redesign your website for the sake of it. But do it to solve a specific issue you identified.
Influencer marketing won’t work for my financial brand
Brands often believe their product isn’t right for influencer marketing if it doesn’t come across as well-suited for glam photos and traditional lifestyle copy. It may seem that influencer marketing might not be the best vehicle for financial services. However, the truth is, a real voice that’s used to communicate a brand’s benefits can be effective even for topics companies are unsure have a fit in influencer marketing.
Look for influencers who can craft an honest story and you will likely find that consumers will be more engaged and pleased to join the conversation.