How Financial Service Businesses Use Digital Marketing to Attract Customers
According to The 2017 Digital Trends in Financial Services report by Adobe and Econsultancy, the top goals of marketing and advertising are to optimise the customer journey across multiple touch points and create a consistent message across channels. In this post, we want to share a brief introduction to the main components of a digital marketing strategy and how they can help grow your business.
Website and Content
Think of your website as your main hub – the place every marketing channel and message ultimately points visitors to. Your website is the place where you host content that appeals to your ideal customers at every stage of the buyer journey and throughout the customer lifecycle, from just learning about your business to just loving your business.
Your static pages, blog posts, articles, white papers, ebooks, videos, and other forms of content will serve as the backbone of the content marketing component of your digital marketing strategy. Your content will:
- Give a good first impression of your business to potential customers.
- Help potential customers improve their lives in areas related to your business’s products and services, such as tips for home buying for mortgage brokers.
- Educate potential customers about the benefits of your products and services.
- Keep your business in your potential customer’s mind throughout their buying journey.
- Guide them through your sales funnel so that potential customers interested in one of your products or services can apply online, purchase online, get a quote, or submit a contact form.
- Continue helping customers improve their lives with your products and services.
- Let customers share their successes through case studies, reviews, and testimonials.
- Put your business first in your customer’s mind when their friends and family ask for recommendations.
In addition to providing valuable content, your website should also provide the best user experience possible. As technology advances, visitors expect that websites load quickly on any device – desktop, tablet, or smartphone – and allow them to easily find and consume the content they desire. A fast-loading, mobile-friendly website will ensure that more visitors stay longer and convert into customers.
80% of consumers in Australia turn to search engines when researching a purchase, according to Consumer Barometer with Google. This means that if you want to be discovered by your customers, your website needs to rank well in search engines like Google, Bing, and Yahoo. More specifically, your website needs to rank well for the words and phrases your ideal customers will search for when researching your products and services.
The search marketing component of your digital marketing strategy focuses on optimising each page on your website for search engines (SEO). Optimising your web pages for search involves researching the top terms searched for by your ideal customers and making sure that search engines associate your web page with one or more those terms. As you continue to optimise your web pages by updating their content and building links to them from other relevant websites, your ranking in search results should continue to rise.
Facebook, Twitter, Instagram, LinkedIn, and Pinterest are listed by Alexa in the top 50 websites visited by Australians. You can think of social networks like these as search engines of the social media world that query posts and profiles within their respective networks. TechCrunch reported in 2016 that Facebook sees 2 billion searches per day, showing how much potential each social networks has to connect your business with your ideal customers.
To ensure your business gets discovered by social media users, you have to have a Facebook page, Twitter profile, LinkedIn profile, and Pinterest business account, all of which publish new content on a regular basis. In addition, social networks like Facebook allow you to receive and manage reviews for your business, while LinkedIn allows you to collect and display recommendations for individual profiles as opposed to company pages.
The content on your pages and profiles and within your posts, reviews, and recommendations will determine how your business ranks on each respective social network. Similar to how you would optimise your website for search engines like Google, you should optimise your Facebook page and posts for Facebook search and other networks accordingly.
The bridge between a website visitor who may make a purchase in the future, but not today, is email marketing. When you collect website visitor’s email addresses by asking them to subscribe to your newsletter or your email list, you get permission to send them marketing messages via email. With the right configuration, you can create email marketing automation that take subscribers through content series designed to convert them into customers, based on the subscriber’s engagement with your website and emails.
In addition to using emails for email marketing, email lists can be uploaded as customer files to Facebook, Twitter, LinkedIn, and other advertising networks. This would allow you to get marketing messages about your products and services to your subscribers across multiple channels.
Learn how you can improve your digital marketing strategy for the new year!