Historically, digital marketing for financial services has been ever-changing and fast-paced, and 2019 has been no exception. With the year coming to a close, we look back at some of the financial marketing trends that have developed over the past 12 months and look to the future to see what we can expect from the industry in 2020.
The concept of online marketing of financial services is based on connecting with your customers on a personal level. This is a classic marketing tactic that has recently advanced more and more, as technology has developed. Now, you can really go deep when analysing the behaviours of your existing and potential customers which in turn allows you to build a customer experience that is going to have a fantastic effect on bounce-rate and conversions. Regularly tracking certain KPI’s such as how long users remain on certain pages of your site and the type of devices people are using to visit your site are all going to shape your strategy and allow you to create buyer personas.
Nowadays, audiences are aware of basic marketing and know when they are being targeted in a broad and impersonal way. By providing information that is tailored to their specific needs, you are communicating with your audience in a way that is helpful and personal rather than simply using ‘one size fits all’ messaging. By keeping in mind your audience’s personas, you can create messaging based on what you think each persona would like to hear on each step of their buyer’s journey, be it creating an email campaign, choosing audiences for social ads or planning out your content calendar for 2020.
Utilising mobile marketing is fast becoming a trend that the financial sector can’t ignore. You have probably already mastered mobile marketing in the form of applications and building a mobile-friendly website - but what about ensuring your apps generate in-app notifications and are set up to support tools like voice search? Staying one step ahead of this advancement in app technology will mean you have the upper hand of your competitors in what can be a very cut-throat industry.
If you aren’t currently using video marketing or perhaps you have dabbled but didn’t really get a good hold of it, then the brand-new year is your chance to use it to the best of your ability. Whilst it may seem like it’s something best left alone for the retail sector, videos are in fact a fantastic way for businesses in the finance industry to easily break down and explain complicated concepts and products to their customers. If a customer finds a product that they can understand, they are likely to enquire rather than leave the site feeling confused. Videos are also great at introducing a human element to your brand, which is especially important when your services aren’t necessarily the most relatable. The final reason why you should consider creating more videos for your marketing is the fact that Google will notice and is more likely to prioritise pages with video content. Time to get your camera out in the new year!
If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services in the new year, then get in touch with a member of our team!