Marketing in the finance industry can be challenging at the best of times.
Sometimes when you are surrounded by endless numbers, statistics and complicated graphs, it can be difficult to allow your creative side to shine.
The finance industry is especially challenging due to the promotional guidelines issued by the Financial Conduct Authority earlier this year.
Nevertheless, nothing is impossible. When it comes to inbound marketing, there are myriad opportunities out there for finance marketers.
Here are four great examples of finance companies doing a great job.
GoldCore is Ireland’s most established and trusted gold broker, and one of the leading gold brokers in the world, serving clients in over 45 countries internationally.
GoldCore has used its blog to establish and position itself as a thought leader in gold. In fact, the GoldCore blog is shared regularly on social media and frequently features on specialist gold, finance and investment blogs around the world.
It is also read by mainstream financial journalists and quoted in the likes of Reuters, FT and Bloomberg.
How has GoldCore achieved such success?
GoldCore’s content is really timely and relevant. Its readers are hungry for up-to-date news and commentary, and that’s exactly what GoldCore gives them.
GoldCore doesn’t just use the blog to update its readers on much sought-after commentary. It aims to educate, build trust and generate leads and clients. In an effort to generate leads, the blog is used to drive users to landing pages gating longer-form content.
With blogging at the centrepiece of everything Goldcore does, the number of leads they generate per quarter has increased by over 80% in two years.
Furthermore, GoldCore’s social media following has grown quickly as the blog has developed. It’s now one of the most widely followed gold bullion dealers in the world — all because of great content.
Lesson: First of all, be relevant. If current, up-to-date commentary is what your readers want, give that to them. But don’t forget to educate too!
Finance Modelling company F1F9 does an exceptional job of creating some really great resources for its target audience. They make the subject matter interesting and engaging, which they succeed at because they understand their personas very well.
Among the extensive library of impressive ebooks and webinars, the team at F1F9 has also developed a 31-day course on Financial Modelling which is hugely popular.
It has received more than 10,000 sign-ups over the past two years and continues to be a great source of leads. The 31-day course was built to serve the needs of their personas whose key challenges revolve around developing financial modelling.
The course is completely automated using email workflows, which means that once somebody signs up to the course, they will receive the tutorials via email every day without any manual intervention.
The course is gated by a landing page, which people find via organic search, social media, or via a CTA at the of relevant blog posts.
This is just one example of the exceptional longer-form content that the team at F1F9 has in its library.
Creating content like this has led them to a position where they drive an average of 750 leads each month. Typically, around 300 of these leads are from organic search. As well as increasing leads, traffic has also increased sixfold to 60,000 visits per month…all inside two years.
Lesson: Invest in good quality longer-form content that addresses your target audience’s challenges. This evergreen content will drive traffic and leads into the long-term, long after its creation.
A great example of a company that’s really harnessing the power of social media is UK equity crowdfunding & online co-investment platform, Growthfunders.
The marketing team at Growthfunders uses social media as part of an overall, integrated inbound marketing strategy. Since harnessing the power of social media, the company has seen its following increase by an average of 300 followers per month.
Growthfunders uses social media to drive traffic to its website, landing pages and blog, and — as its following has increased — so too has its traffic from social media. But how has Growthfunders grown its social following to a point where it’s a traffic generator?
To take one example, Growthfunders’ Twitter is a hive of interaction and home to a variety of shared content. The team engages with their followers, shares industry news, and shares content such as inspirational quotes. They retweet other people’s content frequently too.
The Growthfunders social media team intertwines hashtags and images into tweets, and takes part in conversations happening on Twitter within its industry.
Rather than just posting its own content, Growthfunders frequently posts content from other players in the industry – as well as daily inspirational quotes, which helps to humanise the Growthfunders brand and give it some personality.
Also, check out the Bio, which is rich in relevant keywords, making it easily findable.
Lesson: Don’t make social media all about you. Take part in relevant conversations, engage with people and don’t forget to be mindful of the FCA social promotion guidelines.
The team at Dutch online mortgage advice company eyeOpen is doing a great job of building its emails, and is following advised best practices.
Let’s take a look at one of its emails:
So what makes this email so good?
- The email is personalised, and addresses recipients by their first name. This is key, but it can also be one of the finance industry’s biggest challenges, as noted in the Econsultancy/Adobe report on digital trends in the financial services and insurance sector.
- At an early stage, the email makes it clear what challenge the offer is addressing. In this case, the email is appealing to people who have had a bid accepted or nearly accepted on a new home, and they need to arrange their finance.
- The email uses actionable language to direct the recipient to desired action — in this case, “Download for free”.
- Short emails with one clear aim perform the best. Note how this email is brief (under 200 words), and does not overwhelm the recipient with irrelevant content.
- The email includes a prominent CTA, which is located above the fold. The call-to- action is specific to the offer, showing the cover of the actual ebook that’s on offer.
- The email signature in this example gives the email a more personable, human feel.
EyeOpen uses this style of email to send content to its database. Emails are segmented based on the lifecycle of the lead. This style of email is also used to follow up with webinar attendees after airing, offering them a recording of the webinar and a related offer.
EyeOpen is in its early days with this kind of email marketing, the results have been promising. Typically, these emails receive an above-average open rate of around 75%, and click through rates of around 45-50% (based on opened emails).
Lesson: Don’t over-complicate your emails. Keep them short and to the point. By doing this, you have a greater chance of getting the recipient to carry out the action you want them to carry out.
If you want to read more about these examples, as well as get some access to some actionable tips tailored specifically to the finance industry, check out HubSpot’s latest guide.
Further reading on finance marketing: