Financial Services marketing

Why financial services marketing is more complex than other sectors

Personal, professional and institutional investors all have different needs, goals and values when it comes to protecting or growing their investments. The marketing of financial services needs to overcome a lack of consumer trust and cut through a saturated environment with hundreds of companies all offering similar services and products.

We help our clients drill into what they know, or don’t yet know about their audiences to uncover the crux of the matter. This is what leads to crafting successful marketing communications and campaigns that really engage and stand apart from the competition.

Our Financial Services marketing solutions

Audit

Your website is your shop window to the world! So it is important it is performing at its best. Unsure if yours is reaching’s its full potential? We’ve got you covered! Our comprehensive site, content and SEO health check will ensure that every aspect, from mobile-friendliness to Google indexing, is optimised for success. You’ll receive a detailed report with practical recommendations to enhance both your site and content performance.

Content

Content is the lifeblood of your brand, allowing you to showcase your offerings and connect with new and potential customers. Our team, with over 15 years of experience in the financial services sector, combines strategic thinking with creative flair to deliver exceptional results. From above-the-line commercials to cutting-edge digital and social campaigns, we’ve done it all. Whatever your content needs, we’ll fine-tune your messaging, tone, and distribution to make a lasting impact. Trust us to bring your brand story to life and captivate your audience like never before.

SEO Strategy

In the ever-competitive financial services sector, a strong SEO strategy can be the game-changer that propels your brand to the forefront. Don’t settle for being buried on page 10 of Google! Our dedicated SEO Team will collaborate closely with you, ensuring that every element, from search intent to optimised links, content, and keywords, is fine-tuned for maximum search success. Prepare to climb the search rankings and captivate your target audience with our expertise.

Related case studies

Janus Henderson – The Big 5-oh

Janus Henderson Investment Trusts

Bank of Montreal

Amundi Financial Services

Amundi

Listen to our podcast

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Marketing’s role as a growth driver

Non-Executive Director and Marketing Consultant, Simon Longfellow, shares his experiences of working within marketing departments of large financial institutions and his strategies to integrate marketing into the framework of investment trust boards, as well as delivering measurable results. Through his insights, Simon discusses the value of effective marketing strategies and their contribution to the overall success of Investment Trusts.

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Driving growth within investment organisations through marketing

In this episode David discusses driving growth within investment organisations through marketing, with financial experts Andy Johnson and Andrew Kelly.
Andy and Andrew worked together at Aberdeen Standard Investments as joint CO-CMOs before moving on to their current roles. Andrew, now head of marketing at Collar Capital and Andy the non-executive chair at River Mercantile.

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Launching a demand generation programme in asset management

In the third episode of The Growth Engine, David is joined by Charlotte Lamb, a BNY Mellon Marketing Consultant with over two decades of experience within the investment management realm. Charlotte shares insights into demand generation marketing strategies that have significantly elevated BNY Mellon’s overall marketing performance. She also discusses their process of enhancing audience engagement through laser-focused targeting strategies tailored to diverse audiences.

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Developing a CRM strategy to drive growth within wealth management

We are joined by Leanne Barnham, Global Head of Marketing at Brooks Macdonald.
Leanne is responsible for driving the marketing strategy and execution, supporting Brooks Macdonald’s medium-term ambition to become a top five wealth manager. Leanne talks us through both the opportunity for Brooks Macdonald and the marketing strategy that she has put in place on this exciting growth stage of the business.

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Disrupting the pension industry

In this episode, David is joined by Jasper Martens, Chief Marketing Officer at PensionBee. Jasper is passionate about bringing pensions back to the forefront of people’s minds, as saving for the future should be exciting. Tune in to discover PensionBee’s incredible journey from a startup to an industry-leading pension provider that redefines the way people perceive and engage with their retirement plans.

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Perfecting the art of ‘Test and Learn’ to drive growth

We’re joined by Nick Laws, Head of Marketing at NEST. With over seven years at the helm, Nick has been instrumental in its extraordinary growth: membership to the pension scheme has grown by 344% and AUM by over 1600%. But its success isn’t just down to its scale. Listen now as we discuss the role of inertia, the ‘Test and Learn’ methodology and the importance of the brand’s accessibility and trust-building efforts.

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How does marketing contribute to business growth?

We’re joined by Malcolm Fried, Chief Marketing Officer at Ninety One.

Previously CMO at Investec, Malcolm oversaw the transition of Ninety One as it demerged from Investec in 2020.Today, Malcolm is responsible for leading Ninety One’s global marketing efforts across investment marketing, brand, marketing operations, digital strategy and corporate communications.

Listen now to hear Malcolm’s take on ‘colouring in’, strong branding and how investment marketing compares to other sectors.

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Marketing’s influence on product development & growth

We’re joined by Filippo Stefanelli, CMO at Moneyfarm. With a 15-year journey in financial services marketing, Filippo has spearheaded innovative B2C initiatives as well as multimillion-dollar campaigns – amplifying AUM by over $1BN.

An expert in the art of brand storytelling and product UX, we discuss how his background has influenced product development and customer conversion at Moneyfarm, which strategies have accelerated growth and the future of financial services marketing.

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Balancing creativity with strategic planning to drive growth & innovation

We’re joined by Laura Brown, Global Marketing Director at M&G Investments. With a unique ability to blend business acumen with creative marketing, Laura has successfully led teams across investment marketing and strategic planning for over a decade. We discuss how her strategic approach is infused with an entrepreneurial spirit, honed during her confectionery trailblazer days, and how this has helped her steer M&G’s marketing to drive growth and innovation.

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The effectiveness of experiential marketing in financial services

We’re joined by Nicola Constantinou, UK Channel Marketing Manager at Vanguard and the brains behind Vanguard Active’s innovative Tough Mudder campaign. We discuss how this groundbreaking campaign has reshaped the way financial services engage with professional audiences and how her foresight and creativity in blending the rigorous world of financial investments with the physical challenge of Tough Mudder have set new benchmarks in experiential marketing within the industry.

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The power of sonic branding and purpose-driven marketing in financial services

We’re joined by Ben Rhodes, Brand Director at Phoenix Group. In three years, Ben has built a team from scratch, redefined the company’s corporate presence, developed an award-winning sonic identity and established the organisation as a standard-bearer of purpose-driven marketing, tackling essential societal challenges head-on. Join us as we explore his transformative journey and gain insights into how Ben is forging new paths in the financial services marketing landscape.

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Building a growth marketing strategy for a fintech startup up

We’re joined by Duarte Garrido, VP Growth Marketing at Volt, the fintech start-up building the world’s first global real-time payment network. On a mission to harness the power of brand, community, and product to scale the business, Duarte discusses the challenges of marketing in the fintech sector, especially in a company disrupting traditional payment methods, and shares his journey, insights, and the innovative strategies propelling the future of real-time payments.

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Bridging the gap between marketing and sales to drive growth

We’re joined by Rachael Smith, Head of Marketing, EMEA & Vice President at Dimensional Fund Advisors. Financial Services Forum Marketer of the Year 2023, Rachael’s career spans several high-profile organisations where she has demonstrated her exceptional skill in driving growth and innovation in marketing. Join us as we discuss her career journey, strategies for integrating marketing and sales, and insights on adapting to the dynamic world of digital marketing.

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Delivering a global brand reinvention and digital transformation

We’re joined by Amie Stankiste, Chief Marketing Officer at LSEG and driving force behind the global brand campaign and digital transformation. An expert in multi-channel and B2B marketing strategies, she has previously propelled growth at ION, S&P and Thomson Reuters, leading award-winning teams, implementing industry-leading technology, and championing customer-focused marketing. Listen now to her insights on building high-performing teams, executing global marketing campaigns, and driving innovation within the industry.

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Maximising the opportunities of marketing for growth

Highlights of the last six months of interviews with marketing industry heavyweights. Join us as we discuss how to drive growth within investment organisations through marketing; how to develop a CRM strategy to drive growth within wealth management; who is disrupting the pension industry; the art of ‘Test and Learn’; and the best ways to balance creativity with strategic planning to drive growth & innovation.

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Financial Services marketing: Moving on from the colouring in department

It’s no secret that marketing departments in Financial Services are often referred to as the ‘colouring-in’ department – making things ‘engaging and visually appealing’, rather than being a strategic, data-driven function that significantly influences growth. Join us as we delve into this common misconception, exploring its origins, discussing why it persists, and engaging with senior marketeers from Ninety One, Brooks Macdonald and Dimensional Fund Advisors to hear their insights and thoughts.

Build your knowledge with our series of articles on the topic of Financial Services marketing.

Go to our full library

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Audience is King in Financial Services Marketing: Why crafting audience pen portraits is the secret to success.

Read now | 7 mins read

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Good Content vs Bad Content: How to make financial services content work.

Read now | 6 mins read

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How do retail investors make investment decisions? (Part 1)

Read now | 5 mins read

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What content do retail investors need?

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What Drives Advertising Effectiveness? Mark Ritson’s 10 Key Factors

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FAQs

How can content marketing help lead generation in financial services?

Content marketing is a highly effective strategy for generating leads in the financial services industry. By creating valuable and informative content that speaks directly to the needs and interests of your target audience, you can establish yourself as an industry thought leader and attract high-quality leads to your business.

Through content marketing, financial service companies can increase brand awareness, attract qualified leads, boost search engine rankings, and build strong relationships with potential customers. By consistently publishing high-quality content, you can position your business as a trusted source of information and establish a loyal customer base that is more likely to convert.

Overall, content marketing is a powerful tool for financial service companies looking to generate leads and grow their business. By investing in a strong content marketing strategy, you can attract more qualified leads, increase conversions, and position your business as a leader in the industry.

How can content marketing help grow your financial services brand?

Content marketing is an essential tool for growing your financial services brand. By creating and sharing valuable and informative content, you can establish your brand as a trusted authority in the industry and attract more customers to your business.

Through content marketing, you can increase your brand’s visibility and reach a wider audience. By creating content that speaks directly to the needs and interests of your target audience, you can attract high-quality leads and position your business as a thought leader in the industry.

Additionally, content marketing can help you build strong relationships with your customers. By consistently publishing high-quality content, you can establish trust and loyalty with your audience, which can lead to increased customer retention and referrals.

Overall, content marketing is an effective strategy for growing your financial services brand. By investing in a strong content marketing strategy, you can increase your brand’s visibility, attract more customers, and build strong relationships with your audience.

How do you drive traffic to a financial services website?

Driving traffic to a financial services website requires a strategic approach that leverages various digital marketing channels. Here are some effective strategies for driving traffic to a financial services website:

Search Engine Optimization (SEO): Optimize your website with relevant keywords and content that appeal to your target audience. This can help improve your website’s visibility in search engine results pages.
Pay-per-click (PPC) Advertising: Use paid search ads to target specific keywords and drive traffic to your website. This can be an effective way to generate leads quickly.
Content Marketing: Publish high-quality content on your website that is relevant to your target audience. This can help attract visitors and establish your brand as a thought leader in the industry.
Social Media: Promote your website and content on social media platforms to reach a wider audience. This can help increase brand awareness and drive traffic to your website.
Email Marketing: Use email marketing to send targeted messages to your subscribers with relevant content and offers. This can help drive repeat traffic to your website.

By leveraging these strategies, financial services companies can effectively drive traffic to their website and generate more leads.

How do you build a marketing strategy for a financial services company?

Developing a marketing strategy for a financial services company requires careful planning and execution. Here are some key steps to building a successful marketing strategy:

Define your target audience: Identify your ideal customer and understand their needs, behaviours, and pain points. This will help you tailor your marketing messages and choose the right marketing channels.
Establish your unique value proposition: Clearly articulate what sets your financial services company apart from competitors. This will help you differentiate your brand and communicate your unique benefits to potential customers.
Choose your marketing channels: Determine which marketing channels will be most effective for reaching your target audience. Consider options such as SEO, PPC advertising, social media, email marketing, and content marketing.
Set measurable goals: Define your marketing goals and establish key performance indicators (KPIs) to measure success.
Create a budget and timeline: Determine your budget and establish a timeline for implementing your marketing strategy.
Analyse and adjust: Regularly analyse your marketing results and adjust your strategy as needed to optimize performance and achieve your goals.

By following these steps, financial services companies can build a comprehensive marketing strategy that helps them reach and engage their target audience, differentiate themselves from competitors, and drive business growth.

How do you build client personas in marketing?

Building client personas in marketing involves creating detailed profiles of your ideal clients, which helps you understand their needs, pain points, and behaviors. Here are some steps to building client personas:

Conduct research: Gather data from various sources, such as surveys, interviews, social media, and website analytics, to understand your current and potential clients.

Identify commonalities: Look for patterns and common characteristics among your clients, such as demographics, job titles, and interests.
Create profiles: Based on your research, develop detailed profiles of your ideal clients, including their goals, challenges, values, and decision-making criteria.

Give them names and personalities: Personalize your client personas by giving them names and describing their personalities, which can help you better empathize with their needs.

Use them to guide your marketing strategy: Use your client personas to inform your marketing strategy, such as choosing the right marketing channels, crafting messaging that resonates with them, and tailoring your content to their interests.

By building client personas, financial services companies can better understand their target audience, create more effective marketing campaigns, and ultimately attract and retain more clients.