We often are approached by financial services at Clicksmith (after all there are a few in
Guernsey!) and the most common question is… What digital marketing channels would
work for us?

There are so many digital marketing opportunities for financial services to take
advantage of that I’ve had to limit myself to just 5, as to not bore everyone to tears with my
rambling!

There is no doubt that marketing a financial service is different to marketing an e-commerce
store, but the foundations are the same. The first thing you need to identify is what the
business objectives are. Consider what you are looking to achieve such as:

– Encourage new quality business leads
– Higher levels of visibility within your marketplace
– Highlighting your USP’s to your desired audience
– Validating your approach and ensuring potential clients can research your services
and expertise effectively.
– Demonstrate your expertise and opinions by becoming thought leaders within your
sector.

Content Marketing

– Create high-quality content (blog posts, articles, videos, infographics) that educates
and informs your target audience about specific topics relevant to your services.
– Share valuable insights, tips, and advice to establish your brand as a trusted
authority.
– Optimise content for search engines (SEO) to improve visibility and attract organic
traffic.

Social Media Marketing

– Engage with your audience on relevant social media platforms (LinkedIn, X, Facebook
and Instagram).
– Share industry news, comment on topical events and developments and showcase
expertise to encourage engagement.
– Social media is a fantastic place to highlight company culture. Often used as a
resource for potential employees, making sure that your social media is a true
reflection of your organisation can be the difference between a successful
recruitment strategy and one that fails.
– As well as organic social, financial services should be taking advantage of paid
advertising. Harnessing the power of sophisticated targeting ensures that your
content gets in-front of the people you want to see it.

Brand Marketing

– Create engaging digital brand campaigns using animation, video and imagery.

– Taking advantage of social ad platforms to ensure your brand is targeted to the
desired audience.
– Utilise display advertising for high levels of brand awareness with a desired
audience. Audiences can be designed by their perceived interests and their
behaviour onsite and online in general.
– Take advantage of YouTube advertising to target users consuming video content
online. Target based on web behaviour, retarget those that have engaged with your
website previously or target based on video viewing behaviour.

Search Engine Marketing (SEM)

– Utilise paid advertising (Google Ads or Bing Ads) to appear at the top of search
engine result pages.
– Target specific keywords and demographics to reach your ideal customers.
– Track and measure the performance of your SEM campaigns to optimise your
budget.
– Take advantage of high-intent users, those looking for your services at that exact
time by appearing at the top of search results.

Video Marketing

– Create informative and engaging videos (explainer videos, tutorials, webinars) to
educate and entertain your audience.
– Share videos on your website, social media channels, and video platforms like
YouTube.
– Use video advertising to reach a wider audience and generate leads.
– Use video to better showcase your CSR initiatives and highlight your company
culture.

These are just a few examples of how financial services can take advantage of digital
marketing. At Clicksmith we are lucky to work with local, national, and international
financial service organisations. Want to find out how we can help? Contact us today.