The financial industry is full of opportunity – and competition. High-quality lead generation for financial services firms is absolutely necessary for brands looking to compete with brand-name financial institutions.
It’s challenging to stand out and capture the attention of potential customers, especially when they may not even know your financial solution exists. To overcome these hurdles, it’s essential to first implement effective inbound lead generation strategies.
Lead Generation for Financial Services: Inbound Tactics
One of our longest-standing client relationships is with Camino Federal Credit Union, based in California. They originally sought to generate leads for specific services, such as auto loans. KWSM successfully implemented a digital marketing strategy for the credit union that resulted in a 900% increase in leads and more than doubled the average time a user spent on their website.
That initial web build was more than 11 years ago! Since then, we have continued to build on Camino’s lead generation strategy, with tactics like content creation, social media, video series production and more.
“For over 11 years, KWSM has been our trusted partner in digital marketing, consistently delivering exceptional results, seamlessly handling our Facebook and Instagram pages while crafting engaging blogs and videos. KWSM also redesigned our website and manages it which further illustrates their enthusiasm to elevate our online presence with creativity and precision.”
– Dennis Umeda, VP Member Services, Camino Federal Credit Union
We enjoy the challenge of doing digital marketing in the financial sector, and like to follow three best practices to build trust and boost our clients’ lead generation efforts in the financial services space:
- Creating meaningful content
- Optimizing sites for search engine discovery
- Converting with undeniable CTAs
“For any industry, but especially Financial Services, trust is imperative. The best way to build this trust quickly is to get personal early on. And this doesn’t mean talk about yourself, but rather establish a connection by showing that you already understand them — their concerns, dreams, goals. Your credibility is not enough to set you apart. Show that you understand that wealth isn’t just money — it is their children’s choice of colleges, their retirement opportunities, their ability to travel the world one day, or buy their dream home where their future grandkids can visit. Draw them in by painting the picture of what true “success” means for them, and THEN explain how you can get them there. Lead with a human connection, and then be ready to show them a plan.”
– Meredith Ashburn, Senior Account Director, KWSM
Tailor Your Content Marketing Approach
One of the most powerful ways to connect with potential customers is through personalized content marketing.
You can create content explaining the services you offer, offering industry thought leadership from your team, or acting as a resource for life situations your prospective clients may be going through that make them a good candidate for your services.
Imagine for a moment you are in the shoes of your target customer. What questions might they have about the process? Think outside the box and focus on informative content that provides value and speaks to the bigger picture of your customers’ financial challenges.
By leveraging customer data, you can find even more ideas for content that resonates with your target audience. Use information about your customers’ demographics, preferences, and financial goals to tailor your content, and provide powerful financial insights and personalized recommendations that your prospects will care about.
Optimize for Organic Traffic
Reputation has always been important for financial services firms, and now, your company can convey its status to potential clients by optimizing your website for search engines. Search Engine Optimization (SEO) plays a crucial role in driving organic traffic to your website, increasing your firm’s visibility and attracting potential customers.
A solid SEO strategy helps to ensure placement near – or above – your competitors in the space. A first-page (top 10) ranking on Google is a little like free real estate for your brand.
Conduct keyword research to identify relevant keywords and phrases that your target audience is already searching for. Ensure your website is easy to navigate, contains high-quality content, and is SEO-friendly (all pages should be outfitted with meta Titles and Descriptions on the back end, with keyword-rich copy on the front end).
Building high-quality backlinks is the absolute best way to optimize your site for more search engine traffic. Establish links from reputable websites – like your strategic partners, or local Chamber of Commerce – to improve your website’s authority even further.
Need a backlink? Just ask! You may be surprised just how many of your clients and partner organizations are willing to place your hyperlink on their site.
By making it easier for potential clients to find you online, you’re building the necessary infrastructure to generate leads for years to come.
Call Visitors to Convert into Leads
Any smart marketer knows that by using a clear and compelling Call-To-Action (CTA), you can encourage potential customers to take the action you desire. The art of the CTA becomes especially important when communicating within the nuances and regulations of finance.
Lead generation for financial services practically requires clear CTAs because you are asking people to allow you access to their money. Whether your target audience is consumers or institutions, that’s a big deal. Make it as easy as possible for visitors to understand what you want them to do. Create a sense of urgency and encourage more immediate action by highlighting limited-time offers or exclusive benefits. Then, the punchline: invite the reader to Learn More, Start the Conversation or Get Started Now.
It’s highly beneficial for financial services firms to A/B test different calls to action, experimenting between two CTA phrases to determine which are most effective. You can even try the same CTA with two different images to see what resonates visually. It’s all about putting yourself in the shoes of your ideal client, and a digital marketing agency can easily help you set up the technical side of A/B testing.
By implementing these three best practices, you can significantly improve your marketing efforts and lead generation for financial services. Remember to go the extra mile with personalized and relevant content, effective SEO, and compelling CTAs to attract, educate and convert potential customers.
Do you have gaps in your financial services firm’s lead generation efforts? Contact KWSM for a free review of your firm’s digital presence to see how an agency can help.
