Marketing is one of the essential aspects of businesses. When it comes to financial services, it has always been a fast-paced challenge. With the ever-changing marketing trends, companies need to adapt and implement new strategies to be successful in the market.
Marketing a financial firm has its own set of challenges, which needs to be addressed for the successful implementation of the campaigns strategized to get the word out. It is tricky to build a customer base, build trust, and foster long term relationships with the customers.
Well, there is no doubt about it! Managing money is tough—no matter which side of the desk, it can become a great responsibility.
On the consumer’s side, there is an inherent distrust for the financial services trying to take responsibility for an individual’s wealth. As for the financial firms, they have failed to craft the right message to deliver that could make a trustworthy impression on the audience.
There are many financial institutions that are hired by businesses for their services, such as payroll management and in-house check printing and more. However, it is essential to market the services acquire clients that can trust your services—and the only way it can be done is through effective marketing.
In this post, we are going to discuss some of the most important marketing trends that can set your services apart in the computation. So without further ado, let’s begin with the three crucial marketing trends to get your business message out to your potential business prospects.
- Providing excellent Customer Experience
The key to reaching the right customer base and earn their trust is to provide a personalized and data-driven customer experience to the visitors. It can be done in the following three ways:
- Data and analytics
When marketing for any industry, putting your focus on analyzing the audience data and their behavior can lead you to strategize effective marketing campaigns for implementation. Besides benchmarking your performance, continuous monitoring and tracking your KPIs can help you shape a perfect marketing strategy.
Consider finding answers to the following questions:
- What keywords does your potential audience use to find your services?
- Which pages does the visitor spend the most time on?
- What assets are the visitors downloading most often?
- What type of devices do they use to search for your services?
Answering the questions mentioned above can help you to analyze your potential customers and build a persona to give shape to your marketing strategy.
- Audience segmentation
Providing a personalized customer experience is non-negotiable in the marketing world today. Therefore, gaining the trust of the audience and building credibility for your business is a must-do task for the success of the company.
What does this mean?
Well, with the digitization of our day to day activities, it can be said that the shoppers are becoming savvier. They understand when they are being marketed in a broad, impersonal way. This means that effective communication and tailored solutions to meet the needs of the audience can speak volumes about a company.
To be successful, it is essential to tailor a message that your audience wants to hear and learn about every step of the buyer’s journey.
- Staying up to date with the latest trends
Financial service marketers must stay up to date with the evolving technology and the latest marketing trends to be successful in the business world. Here are three exceptional trends you must know about:
- Voice search optimization
“Hey, Siri!” chances are that you’ve asked a machine to carry out a search for you. No matter if you were driving or kneading dough in your kitchen, voice searches are becoming more prevalent every passing day today.
That is not it. They are also changing the basic SEO marketing landscape. Optimizing your content according to the way people are searching will only lead to better success for your business. Using long-tail keywords and interrogative phrases in content can help the customers find your services.
- Take mobile marketing into consideration.
Creating mobile-friendly content and websites is a priority. If your website is not compatible with mobile phones, your services are at risk of falling behind in the competition. Remember that your content, interface, and online presence should be built to excel on smartphones.
As for financial services, they can build applications to meet the needs of the customers and enhance their experience.
- The introduction of chatbots and AI
Utilizing AI for chatbots to provide services holds the potential to enhance the customer experience at an exponential rate. It makes communication between the services and the clients easier.
- It makes it easier to provide the address to the queries of the customers—be it on-page or through social media.
- It learns from the visitors and collects relevant data to be more efficient in providing services.
- It is a 24/7 service with immediate interaction with the customers.
- Leverage with content marketing
Content is king. It is one of the most critical aspects of marketing as it delivers relevant information to business prospects. Here are some ways you can benefit from the content:
- Video content marketing
Video marketing is one of the most effective marketing tactics that can attract an audience to your business. According to research, about 72% of the audience prefers watching a video over reading about a service. Video marketing can help in the following ways:
- You can breakdown complex business messages into smaller pointers which are easily understood by the audience
- They can add a human element to your brand while connecting with the audience
- Google notices videos—pages containing video content are prioritized and rank better in the search engines.
- Working with an agency
Coming up with a plan is good until you have the experts to create content. However, not all financial firms are equipped with professionals working for content. This is where it becomes essential to collaborate with agencies that can help plan and execute marketing strategies, including content creation and distribution.
- Include content directed to Gen Z
Tailoring the content and using marketing tactics that appeal to Gen Z can become just as prevalent as content targeted for millennials. Marketing tactics such as influencer marketing, social media, and more are just as important as any other type of marketing tactic using content to engage the audience.