6 Marketing & Branding Tips for Banks and Financial Services Firms

How can your company stand out from the crowd? Learn more about creating a strong brand for your financial services firm.

  • Don’t opt for general messaging
  • Optimize your financial services website
  • Customize your online presence
  • Be a matchmaker for resources
  • Understand your customers’ goals
  • Remember to say thanks

In the crowded world of financial services, forget generic marketing. It’s time to unleash creative branding strategies that make your business stand out. 

Craft a unique voice and visual identity that resonates with your target audience. By weaving creativity into your marketing plan, you’ll attract potential customers who see you not just as a bank but as a trusted partner on their financial journey.

Successful marketing efforts require you to talk to the right people at the right time. This can be a challenge, but there are some tips that can help you appeal to the right demographic. Marketing strategies for banks and financial institutions can convert potential leads into long-standing clients who will ideally refer your products and services to others.

Here are some financial service marketing ideas that will help grow your business.

Don't opt for general messaging

One of the first rules to keep in mind as a financial advisor is that your marketing should be targeted at your particular audience.

The role of marketing in financial services is crucial because you’re trying to reach a specific customer, so all your promotional efforts should reflect this. Potential customers will look for financial experts to assist them with specific issues, so it’s up to you to create a company image that will give them the impression that you’re qualified to provide the exact financial tools and services they need.

It’s best to start with a content marketing campaign for your target clients. You can use social media, as well as podcasts, videos and blogs to accomplish this. 

When you show your expertise in an engaging way, you send the message that you’re one of the foremost authorities in your niche. Content marketing is also low cost, and you can showcase your services across multiple platforms.

Optimize your financial services website

In addition to promoting your business on social media, you also need to make the most of your website to appeal to your target clients. If your financial services website is too generic, it may indicate that you don’t have a defined demographic, which can result in lower website traffic.

A 2020 survey from Broadridge Financial Solutions indicates that nearly two-thirds of financial advisors who get prospects through their websites say their websites are ineffective. This suggests there is plenty of room for improvement when it comes to website optimization.

Make sure to customize your financial services page so you can connect with customers, educate them and increase their interest in your services. The more pertinent information you offer on your website, the more you’ll encourage prospective clients to return to your website to research your products and services.

Make sure your website offers clear methods for clients to get in touch with you, such as a contact information form to ensure you’re easily accessible. All your social media links should be easy to find as well.

Customize your online presence

Similar to your financial services or bank website, your online presence should also be customized for your demographic. Research from Edward Jones indicates that clients and potential customers spend 16 percent more time on a website when it’s customized. Around 80 percent of the financial advisors at Edward Jones state that they benefit from the tools that allow them to personalize their online personas.

Be a matchmaker for resources

It’s important to be aware that you can’t be an expert in all aspects of financial planning. Financial advice is quickly transitioning into longevity planning, as opposed to overall wealth management.

When appropriate, make sure to connect your customers to resources for transportation, retirement finance management, healthcare and caregiving. You can even get in touch with some financial longevity experts and ask them to have a roundtable discussion that you could turn into a virtual conference.

Include people like elder law attorneys, aging-in-place specialists and assisted living facility managers. These people can provide viable financial advice that will help clients save and invest their money in beneficial ways over time. This is also a great way to network with other professionals and get referrals for your services as well.

Understand your customers' goals

Once you’re clear about what your demographic wants, you can streamline your marketing message to meet their specific needs. If you’re not sure about your target audience’s motivations, don’t be afraid to ask.

You can reach out to potential customers on social media or ask your client base what they’d like to see from you. Also, consider checking out who your customers are following on social media to get an idea of their goals and objectives.

Remember to say thanks

After you incorporate these marketing tips into your promotional plan, be sure to thank your clients for helping grow your business. Show your appreciation by sending thank-you cards after a customer makes a purchase or send a hand-written note to show how much you value their business.

Even if they don’t come with promotions or discounts, these small gestures can go a long way to help you maintain a reliable client base for years to come.

If you’d like help with branding or marketing your financial services company, contact Brown Bag Marketing today.

We have the tools and experience you need to take your business to the next level.

From campaign creation and management to web and app development, social media marketing, SEO, creative marketing video production and beyond, our talented team is here to help you every step of the way.