Financial services marketing has always been a tricky one to navigate. The ability to explain your product, be entirely transparent, sound alluring while also remaining engaging and current is a real balancing act.
So, where should you begin?
Well, as we’re now deeply entrenched in the world of social media and content consumption, it should be working out what content will enrich your brand and give your clients that extra value add. The clients that you’re looking to approach are increasingly falling into the notoriously difficult to reach millennial category. So, how do you tailor a content plan to reach this elusive market?
It simple, by giving them what they need. And, for you to understand what they need, you’ll need to develop some solid marketing personas to really understand them. You’ll need to identify who your clients are, their ASL if you will. What their needs, requirements and dreams are. How they want to integrate your product into their life, where they are online and most importantly, the pain points and issues your personas face on a daily basis when they enter into your market and try and use your product.
FX Marketing Made Easy
With all that information to hand you’ll then want to look into how your product solves all of those pain points. Do you have a marketing plan, marketing campaign, or target audience? For example, you have a trader with a minimal amount of time to invest in reading lengthy text. Their lifestyle just doesn’t afford them countless hours to pour over eBooks and study until daylight. So, you create content that caters to their fast consumption needs with short, succinct but informative video. Sound simple right?
That’s not where it ends though. Your marketing (either inhouse or external) needs to build a content plan based on these personas to cover every single aspect of content required to help your clients succeed. It’ll need to be a rich one with plenty of different content forms ranging from podcasts to videos, short educational articles to long-form SEO ones (we’ll go into that more later); pretty much everything to have that diverse content offering which will establish your company as THE source of reference to potential clients. Moreover, you’ll need to stay atop of trends by not only offering educational information or excellent customer service, but also current events and likely analytical information to supplement them further.
It sounds hugely overwhelming at this point but, if you’ve got the right team in place then it’ll be a breeze to overcome.
Now, while you’re developing that content plan it’s important to find that distinction between what we call cornerstone content and basic blog/content products…
Why SEO is a Brand Gamechanger
We joke of course. But, the difficult course of Search Engine Optimization is a hugely important factor to be considered. While your team is building up their content plan, there should ALWAYS be a huge amount of room left for SEO. We’re talking long, keyword rich website pages. Not posts. That, given the correct amount of time, serve your brand over and over again.
Once you get your hands on a great content manager or SEO specialist you should begin by deciding on the keywords that you want to focus on. Select the ones that most serve your product and company. Then your team will need to create some perfectly keyword clustered webpages to start ranking up organic traffic.
At this stage its important for us to stress that this takes time and results aren’t just displayed immediately. It’s a long-term play with very real benefits. So, starting this SEO strategy when you begin building your brand is not just encouraged it’s pretty much implicit.
Once these integral parts of your website are created, you’ll be able to start using them. This is where your outreach program needs to start. These hugely valuable webpages are great on your site, but, not very useful unless you can start getting them out there to your potential clients. Afterall, it’s rare that people simply stumble across a website these days. With our shortening attention spans and dwindling time, we need to get your content in front of the faces that you want to become your clients.
You’ll need to start getting links to your webpages from reputable websites with high domain authorities. Just like *ahem* Finance Magnates and Forex Live. If your content is linked to from sites that have a large readership, your good friend google will start to notice that your page is getting noticed. Your ranking will slowly climb, and you’ll be more and more visible to your potential clients, for the keywords that you’re targeting.
Your inhouse (or outhouse) SEO person will then need to begin sourcing, contacting, and negotiating with the website and online places that attract your potential clients. They’ll then start getting more and more links to those SEO webpages as time goes on, establishing your firm as a real source of information.
The content doesn’t just end there though. This is when you need to diversify. You should concentrate on building up other forms of educational content that aren’t so lengthy. Short articles and videos that you house on your website which then link to those SEO pages. The aim here is to create a good flow of information through your site.
Social Media Powering Financial Services Marketing
In the meantime, this building of a great content offering needs to be supplement by an equal effort to get your content out there. This is especially true for the forex market. It’s no use getting all dressed up when you’re not going to go out! This is the time that you need to invest in PR, Landing Pages, Banners, and social media using mobile apps. These are the mechanisms by which you’ll start getting your name our there to the digital horizon.
Start by getting yourself a face for your brand. An analyst or expert who will be able to discuss matters related to your market. It’s a scientific fact that potential clients respond better to a brand when they have a face to relate to it. This analyst or expert will then be able to engage in conversations that the company itself, due to regulatory aspects, will not.
Get your landing pages and banners out there too. With a fabulous graphics team to hand you’ll be able to place your digital media in the places that your potential clients are located. For example, banners driving traffic to your product pages placed strategically on Trading View or Forex Live.
Ultimately there’s a huge amount you can do when you begin establishing your brand and building your marketing team. However, we know that getting started and keeping that momentum and direction is challenging at the best of times. So, help yourself out by speaking to an expert. We have a sensational marketing team to hand which can support and supplement your brand right here at Finance Magnates. Simply get in contact and we’ll begin advising you of the best way forward.
