If you work in the financial services market, you know that it’s your job to tell people how to spend their money. Ideally, you want them to invest in your company and convince them that your company is the best among countless others just like it. The way you market your business is vital in all industries, but even more so in finance. People want to feel like their money is going somewhere trustworthy and hope they get a high return on that investment.
Here are just a few marketing strategies that you can employ when marketing your financial services, whether you work as a bail bond agent, insurance broker, or mortgage lender.
Digitalize
It’s implausible that your business hasn’t digitalized yet and made the shift to online transactions, but just in case you haven’t yet, here’s the sign that you’ve been looking for. Going almost entirely online, or at least opening up the avenue for online transactions and dealings, can gain you a much larger user base than you would typically get through traditional means. Now, when digitalization is quickly becoming the standard for businesses of all sectors, you can’t risk getting left behind by the times and floundering.
The easiest way to digitalize your business is by simply having your own website or social media accounts. This way, you can have a strong online presence. You can allow customers to browse available services, book a consultation, and pay for them entirely online on your website. As long as you have the security and the ease of access, customers, especially the younger generation, will appreciate it more if they can conduct business online. It’s simply easier, more convenient, and even safer.
Know Your Target Audience
You doubtless see this in every marketing strategy. To “know your audience” is to know what type of marketing works best for them. Of course, everything you’ll see will be primarily generalizations, but they’re not without their own truths. For example, suppose you’re aiming to expand to millennials and Generation Z consumers, the oldest of which has just entered the job market and will probably need your financial services sooner rather than later. In that case, you want to focus your efforts there and find out what makes them tick. It’s one of the most fundamental concepts of marketing.
For instance, Generation Z is more tech-savvy than previous generations, making digitalization a must if you plan to take your business to them. They are also much warier of debt but need more guidance when it comes to financial security. Whoever your target audience is, you need to do your research and know the kind of marketing tips and tricks that are most effective for the audience you want.
Personalize Your Ads
Consumers love when something is personalized for them. It makes them feel special and like their business matters to your company. Wherever possible, try personalizing your customers’ experience with your company by giving them personalized ads and marketing. For instance, if you monitor their online spending habits and take note of the services they mostly use when they’re on your site, try sending them an email with advice or even a reminder on deals and other services you know they’re going to be interested in.
Another way you can do this is by reworking your site and using cookies, so the site automatically customizes the type of ads and services it shows to better suit a customer’s habits and needs. Personalization can go a long way. Just be wary of when you do it, how, and be sure that your recommendations can actually help your customer.
Use Social Media and Influencers
Social media can be a valuable tool, especially if you’re marketing for a younger generation. For example, Gen Z is more likely to trust the word of a small creator that they follow on the internet than that of big corporations. In general, Gen Z has an immense distrust of corporations and capital institutions. Thus, if you plan to market to them, using social media to your advantage and gaining access to the channels and influencers they trust can help you secure a foothold among their good graces.
Influencer marketing can be a valuable asset to your company, in this case, as it could potentially offer a high return on investment, build brand awareness, and foster trust between you and your consumers. In addition, you can create a social media presence and connect with your audience through the appropriate channels. Don’t be afraid to experiment with social media platforms and content marketing if you have to.
Build Trust Between You and Your Customers
When you’re handling something as sensitive as personal information and finances, you want your customers to feel like they can trust you with their money and that their future and finances are in good hands. One of the best ways to get more customers, and get existing customers to stay, is by building a lasting work relationship with a foundation of trust. But how do you do this?
The answer is simple; it’s through exemplary customer service. Simply by making sure that your services are good, effective, and actually benefit your customers, your customers will feel like they got the most out of their money and are more likely to trust your company with any future transactions and dealings.
Final Thoughts
Trust is important in the financial business, and you need to build lasting trust between you and your customers if you hope to stay in business. Always remember good customer service and effective services in general, and you can be sure that your customers will respond kindly to it.
