As we know, Financial Marketing is forever evolving.
For many in the industry, it’s what financial marketers love most about their role, although this ever-changing landscape can sometimes lead to chaotic and unfocused financial marketing strategies.
Do you find it difficult to see the bigger picture of your financial marketing strategy?
This needs to be addressed, as the best plans focus on metrics and goals that are most important to your firm as a whole.
The best strategies are joined up and unified across platforms and messaging, creating a brand that clients want to connect with.
We always use the start of spring to do a little spring cleaning of our marketing, allowing us to have a clear-sighted marketing strategy ready to propel financial firms forward.
Here is how we do it:
Concentrate on the Key Metrics
Your goals and key metrics should guide your whole digital marketing strategy.
Your firm’s goals may change over time, meaning your digital strategy needs to be adaptable, yet structured.
You should first gather all your key metrics and goals in one place to get a clear picture of the accomplishments you want to achieve in the coming year.
Avoid vanity metrics such as Instagram followers unless they are directly related to what matters to your business, like conversions. Be as specific as possible.
Both “Grow our Facebook community as much as possible” and “become an industry trusted source” are far too broad.
Reflecting on your past performance can help you set realistic goals.
For example, if last year you achieved 500 email sign ups, aim to double that.
Also be realistic about the timelines you set for these goals, and break them into achievable chunks.
For example, if your goal is to “write at least 96 long-form content blogs this year” to track your progress over the next 12 months, you should break this goal down into smaller targets.
These smaller goals should then be included in your monthly content schedule.
This will help you notice if you fall behind, and give you a chance to catch-up.
Gather All Your Digital Strategies
Once you have a clear idea of your goals, it is time to evaluate the tools you are currently using, and whether they are aiding your success.
You should list all the platforms and strategies you use to promote your digital marketing message, including:
It is important to assess the ROI for each.
Are your SEO efforts bringing you 1st-place keywords?
If not, why not.
Is your LinkedIn marketing efforts generating leads?
Spring cleaning is a great time to do market research, evaluate where to focus your efforts, and if a platform or tool isn’t working for your firm, try something new.
Compare all of your financial marketing strategies to your goals
It is easy to assess your digital marketing strategy.
Statistics are so readily available. You’re either ranking high for certain keywords or losing ground.
Your efforts are either converting to the desired level, or they’re not.
Sometimes you may be surprised by how your strategies are performing, although it is always important to stay on top of where you should focus your time and energy.
On the other hand, it is not as easy to assess your social media presence.
Getting more likes on social media platforms doesn’t necessarily translate to conversions.
How can you analyse your social media performance?
You want your posts to reach your target audience.
So, expanding your reach is a sign you are moving in the right direction.
Many people may engage with your posts, but they don’t visit your website.
It is important to track clicks rather than likes and shares.
On Facebook and LinkedIn, it is easy to see how your connections feel about your post.
They can choose from a selection of emotions and emojis, rather than a simple ‘like’ button.
Statistic areas of many platforms offer useful information, such as the ratio of comments to shares.
Shares and saves of your posts are where you should focus.
Ensure you check each platform for change
Spring cleaning should focus on new strategies and freshen up your day-to-day marketing.
It is essential to keep up with the latest trends in digital marketing and social media as part of this annual tidy up.
These are many ways to gauge how things have changed online.
Has your audience moved?
Social media platforms change in popularity.
You might have the opportunity to outperform your competitors by attracting newcomers or being first to enter a new space.
You might need to reduce your investment in time and money on a platform where engagement rates drop.
Are you looking at video content?
Video content should be at the centre of all financial marketing strategies in 2022.
Social videos generate 1200% more shares than images and text.
Are you personalising your approach?
According to Salesforce, 73% of people now expect a personalised online experience.
Personalization can be achieved in many ways.
From well segmented email list, automation techniques and activity based triggers.
Is it part of your strategy?
Mobile is not just for websites.
It is important that all aspects of your digital marketing are accessible on mobile devices, including emails and financial documentation.
Examine Your Competition
You may have made some improvements to your digital marketing strategy by doing some spring cleaning.
You now have the resources (in time and money) to invest in other areas.
This could be the time to trial a new strategy that you have always wanted to.
It might also be a good time to look at your competitors and find out if they’re investing in the same areas as you.
Begin with your three most prominent competitors.
You can check their website to see where they are active on social media and what other digital media strategies are they using.
While you can look through their social posts, you will get more information by using a competitive analysis tool.
Some of these include:
You don’t necessarily have to do everything yourself.
A professional competitor analysis firm can help you identify new opportunities and plan how to make your brand stand apart in voice and content.
Do not make the mistake of simply moving your digital marketing strategy to match your competitors.
You’ll always be behind if you do only what they’re doing well.
Instead, find their blind spots.
You should invest where you believe you can outperform your competitors, and not where you might catch up.
Spring clean your calendar
A master calendar is the best way to ensure your digital marketing runs smoothly throughout the year.
Many of us have separate calendars for each platform. One for blogs and one for email marketing.
It’s then difficult to see the whole picture if you have multiple calendars for each platform.
Many of your customers interact with you via multiple channels.
They need to be coordinated and unified.
While you want to keep in touch with your clients often, you shouldn’t send the same message multiple times per day on multiple platforms.
The master calendar should include the publishing schedule for all platforms and the key goals of each effort.
Your calendar can be considered a guide to help you remember what you want to do.
This will help you reevaluate your digital marketing every day.
Spring clean your marketing every year
Spring cleaning your financial marketing strategies annually will allow you to stay on top of your goals and keep up with the latest developments in digital marketing.
While you may reevaluate your content financial marketing strategies annually, other aspects of digital marketing, such as SEO, change a lot quicker.
These steps should be repeated every few months in these areas of marketing to ensure that your strategies are optimised and working effectively.
Struggling to perfect your Digital Identity in a sea of financial marketing professionals?
We ensure your entire digital identity is explored, giving financial marketers an in-depth understanding of where their business is stacked against competitors.
We provide advice on what works, what needs attention, and what should be left in the dark age of financial marketing.
We will dig deep into your website, social media platforms, Pay Per Click (PPC) campaigns, email marketing and much more.
You can leave everything digital to us, including ensuring your website is updated with educational, compliant and SEO friendly content.
Organic SEO can contribute three times as many leads than paid advertising.
By using the best analytical tools available, we can ensure that no stone is left unturned.