Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients
As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey.
Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…
We predicted social media would continue to grow in 2021, and it did. Back in January, we collated your top 6 social media marketing (SMM) trends to reach and convert more customers, but how's it going so far?
Social media has proven itself to be a valuable channel for marketers to reach and convert customers. Renowned for an agile approach, social media marketing requires channel managers to keep up to date with the latest SMM trends in technical and social developments to make sure they are exploiting all the opportunities available.
It's no surprise that this year has seen unprecedented change in social media usage, alongside a whole host of other customer behavioral factors. Planning for 2021, we already knew from Datareportal's July 2020 Digital snapshot that nearly half of respondents have spent more time on social media due to COVID-19, evidenced by a 10% YOY increase in…
As the economy grows, power up your investment banking marketing activities to capitalize on the latest developments in the financial services sector and accelerate your profits
As marketers in the financial services industry, we already know it's critical to know the sector inside out, including keeping up to date with the latest industry trends. This blog is written from the point of view of intestment banking marketing, but our financial services 2021 trends guide is written to inform companies that offer personal or business banking, credit cards, loans, mortgages, investment or insurance services. If you are a marketer for an investment banking company, looking to acquire and retain more customers, you are in the right place!
What is investment banking?
Investment banking is all about helping your customers acquire resources to grow/develop in business. These transactions are often of great importance to the company. The role of investment banking marketing…
Creating an omnichannel strategy for your IT and high tech marketing means focusing in on your customers' journeys and integrating your marketing activities across your marketing mix
As high tech and IT continue to develop and shape the world we live in, so too must IT and high tech marketers adapt their marketing strategies with the times. When you evolve your marketing plan to incorporate martech, marketing data, and real-time analysis you are in the best position to take advantage of opportunities in the marketplace. On the other hand, ignoring change and continuing with a stagnant, fixed marketing plan could lose you more and more customers to your competitors. This has never more so been the case than with the ongoing omnichannel transition taking place in the IT and high tech sector.
A 2020 survey of hundreds of engineering staff - from R&D/engineering staff to managers, leaders, and technical…
When was the last time you adapted your e-commerce digital marketing strategy? Is it a static, unchanged marketing plan, or an agile, practical marketing funnel?
Smart Insights offers invaluable e-commerce digital marketing strategy solutions for online businesses of all shapes and sizes. It's no exaggeration that we have transformed members' businesses with our strategy and planning solutions. One of our most popular resources is the RACE Framework, a marketing funnel centered around customer lifecycles.
Applicable to just about every marketing industry (across B2B, B2C, and D2C), the RACE Framework focuses on your customers' experiences of your marketing activities. Naturally, this focus is vital for those selling online, which is why we recommend the RACE Framework in particular for e-commerce digital marketing strategy planning.
The RACE Framework is popular with so many members because it offers a streamlined, data-driven approach to marketing strategy planning which centers all around the customer journey. RACE funnel users…
There are winners and losers from the recent fintech marketing shakeup in the financial services sector. The key is putting your customers first as we delve into the latest trends and innovations in the finance landscape
Financial Services marketers are working amidst an era of digital disruption. Those based in traditional financial services businesses are witnessing rapid digital change, whilst new digital startup marketers are looking for fast growth and shaking up the marketplace. On both sides of the spectrum, it is agreed that financial services martech and fintech marketing unlock great opportunities to get closer to customers when done well.
Smart Insights helps marketers and managers in a range of financial services businesses. We have dedicated startup and SME marketing tools and templates, plus full-team integrated marketing training for large global corporations. One marketing principle that rings true for all financial services marketing activities is ensuring a keen focus on the…
Discover the latest trends and innovations in customer relationship management to truly integrate your financial services CRM marketing
From account opening, saving money, investing, to foreign currency exchange, financial services marketing leaders are looking to create a user-centric digital environment to respond to users’ expectations. Financial services CRM today means providing customers with more innovative and complete financial services with partners from different industries, including telecom companies, FinTech start-ups, and insurance companies.
Financial services companies have often perceived the strength of digital purely as an acquisition channel. As customer relationships have become more complex, the growth of new distribution channels has increased combined with the exponential growth of new technology means financial services CRM marketing is more important than ever, for both customer acquisition and retention and lifetime value.
Larger financial brands also understand as their historic dominance is continually being squeezed by startups such as FinTechs focusing on retention can drive up…
Perhaps the most important step and also the biggest challenge for any marketer is to build a strong market orientation
Let's talk about market orientation. It’s perhaps the most significant section of your marketing strategy as you look to create a formal, documented paper where you intend to formally "introduce your customer to the organization". Strong businesses put the customer first. That's why we recommend you apply the RACE Framework to improve your customer journeys.
Market Orientation sits before strategic thinking or the creation of a segmentation strategy or even the decisions to be taken on how your brand will be positioned. Yet it seems to be one of the most difficult tasks in terms of getting total organizational buy-in.
A recent Harvard Business Review entitled "Why CMO's Never Last" highlighted the concern that CMO's are
"not given enough authority to do what's expected of them and also they are led down a marketing…
To earn the respect of your executive team, you need to speak their language - and this means ROI. Discover how marketing ROI calculators can demonstrate your customer acquisition efforts
ROI is the KPI your executives care most about. When it comes to speaking the language of C-level executives, return on investment (ROI) is the Super-KPI that matters most. Other metrics commonly used by acquisition marketers — such as cost per acquisition, conversion rate, and engagement — while useful, don’t fully account for both sides of the ROI equation. That's why you need to use a marketing ROI calculator to show the value of your marketing.
In this post, I first define how to calculate Marketing return on investment. Then I share how to arrive at valid revenue and cost estimates for three top customer acquisition channels: SEO, PPC, and content marketing.
How to Calculate Marketing ROI
The Harvard Business Review, in its 2017…
How do you summarise a business model canvas or marketing plan for online startups using a single sheet of A4? Our top business model frameworks for you
Defining a clear online business model framework is essential for a new startup online business to help create a sustainable business and communicate the features of their new business to partners and within the company.
Reviewing business models is also important for existing businesses thinking about options to refine their business model or add new services to their offerings in the light of new opportunities made possible by the Internet.
As you know, I'm a big fan of simple frameworks to help communicate strategy. In particular, I love the Business Model Canvas which is a valuable framework for summarizing strategy for online businesses. It was published as part of a co-creation creative commons project involving 470 practitioners from 45 countries.
We feature it as part of our…
