5 Lead-Generating Financial Services Marketing Tips
Lead generating in the digital channel can feel like it’s all about the last click, but that’s not the case. Customers come to financial services marketing from all channels and from offline opportunities, even when the first touch was elsewhere. So in our new omnichannel reality, here are five digital marketing tips to get leads to convert to financial services customers.
“Whether you’re operating as a bank, credit union, financial advisor, RIA firm CFP, wealth manager — or any other financial service — mastering your online presence and generating leads through creating relationships and targeting your efforts on the people and businesses who really matter will help you to generate and convert more leads for your financial organization.”
Convert Local Leads to Financial Services Customers
Not only does local search and other geotargeted digital marketing provide financial services marketers with a greater advantage to a targeted audience vs. a global effort to gain remote customers in a commercial services economy that’s 7.5% financial services, but it means marketers can offer more community-based customer experience and engagement. Digital financial services marketing can draw consumers to events so those leads can become customers, or vice versa — event attendees who get consultations can later convert to bank customers.
“Outreach programs, like hosting one-on-one free consultations at your local bank, offering mortgage calculations and assistance at an event, or just talking to people at a networking event, will help you to meet people who are generally interested in and who need your services.”
Content Market Education and Tips
From blog posts and videos to tip-oriented webinars, there are ways to offer consumers relevant tips that exhibit your financial services expertise. Related offers, such as free financial planning consultations, can then aid in getting leads in the door.
“While personal and in-person outreach can be valuable, offering free tools, information and consultations online can be a cost-effective way to build trust, generate leads and draw customers into your funnel.”
Use LinkedIn for B2B or B2C Financial Services Leads
Goodman has an unusual tip here. Marketers know that LinkedIn is a B2B marketer’s dream. But he says for financial services marketers who target consumer leads, the professional social network is a dream come true, too.
It’s where business and consumer leads are looking for financial services information, he says.
Goodman says in addition to making careful choices about personal connections with leads, financial services marketers may want to consider:
“It’s also important to ensure your profile is offering a pitch, that you stay active on the platform and in relevant groups, and to individually connect with new people so that you understand what they’re looking for and why.”
Differentiate Your Brand From Other FinServs
Why are you different? Why should financial services leads care about your business? If the answers aren’t immediately clear to you, they won’t be to your target audience, either.
Goodman provides an average example. Hopefully, yours is more unique:
“If you’re running an accounting and payrolling service, you could make yourself stand out by including QuickBooks (or similar software) integration free as part of your initial setup services with a year-long contract.”
A Little Financial Services Personalization Goes a Long Way
Goodman says most financial services brands mass market. The better marketers use segmentation and personas. The even better ones use individual-level personalization in digital marketing.
The best ones not only personalize marketing, but have personal relationships with customers, Goodman says. He suggests looking at a lead’s LinkedIn profile before grabbing coffee together and discussing wants and needs, for example.
“Whether you’re reaching out to potential consumers on social media, through email, or with SEO and web content, it’s important that you take time to connect on an individual level.”
What do you think, marketers?
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