Digital Marketing Tips for the Financial Sector

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Create valuable content and use it to improve your customers' purchasing journey.
Deliver consistent messaging based on customer journey analysis – find out what information your customers are looking for and deliver the answer with the fewest clicks. Continuously track and test these journeys to optimize content and messaging.
Content creation is a valuable tactic in any marketing mix, as long as it serves a defined strategic purpose. For example, you can start creating content that solves your audience’s problems to generate leads.
What should you do to be successful online? As a foundation, your business should have the following elements:

A website that can be easily crawled by search engines
A responsive website that responds to all democratic donor email list devices, especially mobile.
A website that is built with conversion in mind
The technology to gather audience information and analysis.
The technology to easily change and update your website.
The technology to manage and execute marketing activities (like HubSpot , for example)
A defined and documented marketing strategy based on real audience insights.
With these foundational elements in place, your business can move forward with tactics like content creation with confidence that your audience will easily find it. Next steps to online success can include activities like:

Create content that will appear at the top of search engine results pages (SERPs) when your audience searches for a relevant query
Creating blocked content (This is a strategy proposed by Inbound Marketing to obtain user information through a website form)
Using marketing automation technology to nurture leads throughout the sales process.
Iterate all marketing activities based on constant data collection and analysis.
Some financial services companies may be lagging behind in terms of marketing maturity, but they have the same online opportunity as everyone else. As Adobe CEO Chris Young says, financial companies that respond to their changing audiences will be the ones that thrive in the future.

Best businesses in the financial industry doing Digital Marketing
NYSE
The NYSE is one of the most impressive financial brands in digital Matthew Kobach, manager of digital and social media, said the NYSE is able to channel this notable profile through social media by taking risks with new technologies and social platforms. The NYSE has capitalized on its campaign opening and closing ceremonies by streaming them live on Facebook. By bringing the spectacle into the social sphere, the company allows followers to go “behind the scenes” of the NYSE and witness the excitement firsthand.

Digital Marketing for the Financial Industry
The brand has also leveraged the power of Snapchat. NYSE promotes its own content, primarily videos and interviews with celebrities and entrepreneurs on the stock exchange. The brand also creates custom geofilters featuring companies that are launching IPOs on the stock exchange.

The numbers indicate that the visual content strategy adopted by the NYSE is paying off. More than three-quarters of content engagement comes from photos and videos combined. Meanwhile, an audience perception score of 9.5 ranks among the best in financial services. According to Matthew Kobach, the brand’s mission is to demystify what it does in the capital markets. The NYSE’s strong efforts in social matters indicate that the brand’s stock will continue to rise.

Nasdaq
Nasdaq has created an elegant social media strategy that treats each social channel and its respective audience individually. According to Josh Machiz, Director of Integrated Marketing, the company realized that different channels appeal to different people. This has led to Nasdaq changing when and how it communicates based on the platform.

Nasdaq Marketsite in Times Square is in a prime location, but the brand has also enhanced its visibility on social media. The social team uses Facebook Live to educate its audience of more than 600,000 followers on industry matters, including investment options for Millennials.

On Instagram, Nasdaq shares content such as motivational quotes from successful entrepreneurs, accompanied by relevant hashtags.

Digital Marketing for the Financial Industry
Meanwhile, on Twitter, the company highlights its corporate social responsibility efforts through education and mentoring programs.

Nasdaq's multifaceted approach to social is a clear success. The 8.1 content insights score is among the best in financial services, while the 9.7 brand audience score is an industry leader.

Morgan Stanley
During the global recession, the popularity and public trust of financial institutions plummeted. In response, corporate social responsibility became an important way for brands to regain public trust. Morgan Stanley was no exception. The company’s Capital Creates Change initiative is designed to rejuvenate the company’s reputation and relationship with the public. This involves highlighting the value Morgan Stanley brings not only to its clients, but to its communities and society at large.

The campaign showcases the company’s role in the evolution of technology, infrastructure and culture, all in service of improving the world in one way or another. On its social channels, Morgan Stanley regularly features quality articles and podcasts exploring topics ranging from healthcare to consumer issues.

The numbers indicate that Morgan Stanley’s rehabilitation efforts are successful. The brand has an audience score of 9.0 with 96% positive sentiment from audiences on the posts.

The challenge of gaining and maintaining long-term customer trust is applicable to most industries. However, it is much more difficult to navigate in finance, an area where compliance issues have held a societal stranglehold for many years.

Finance can seem difficult to understand and sometimes frighten consumers. Therefore, it is important for brands to allay these consumer concerns. Creating a conversation and building relationships through social media can ultimately gain trust in the brand.

Brands like Chase have tied finance to popular areas of interest, while others like Capital One and Morgan Stanley have highlighted the human impact of finance. What Nasdaq and the New York Stock Exchange have done is also notable, using social to make the intricacies of financial markets accessible. The onus is on these brands, and others in the financial industry, to use their high profile on social for the greater good: happy customers.