To get an edge on the competition, your company needs to get ahead with marketing strategies that return a favourable ROI. In this article is a list of some of the digital marketing initiatives for companies in finance.
Your business is a service, and you need to choose the social media networks that provide the highest rate of conversion. Therefore your starting point is to do research and analyse what your competitors are doing in social media channels.
LinkedIn is a business network, so if your clientele is businesses, then this is the network for you to focus your marketing effort and investment. If your service is personal lending, then Facebook is a good network to grow a following and invest in content and posting on a dedicated Facebook page.
Unique, engaging content to get your brand noticed is a must, and it should reside on your blog and be shared to your email marketing list and social media pages. Do not underestimate the value of high-value content on your website. Google recognises relevant content and your quality of your site visitors goes up when they arrive at your site from a link to a blog post you’ve shared. Invest a good share of your marketing budget to content generation to share and increase your site visitors.
Most social media platforms have features and tools to improve the stickiness of your postings. For example, hosting Facebook lives can be great for announcing new products and services or hosting a Q&A where people can make use of your expertise. In terms of consumer behaviour in digital, people are much more likely to buy something off a company when they know more about their culture and values. If you can’t find the time to do this intermittently – there are scheduling such as Hootsuite, you can use to do this in the one go.
There are also detailed insights on most social media channels, which let you know posts have received the most views and the most engagement. Use this ‘feedback’ to drive your blog posts and content to share information your followers like and share with their networks to grow your monthly website visitors.
Starting in digital marketing requires paying for website traffic and Google AdWords campaigns when done well are worth the investment. Paying for online advertising in social media or search is a go-to when you want to boost your traffic for new service notification or sharing company news. In Google Ads set daily budgets for how much you want to spend on your campaigns and can change the keywords once you get a better idea as to how well each ad is performing. You must send them to a website that reflects your brand and is a good representation of what you do. Alternatively, you are just paying for clicks to a site that is unlikely to convert. If in doubt, use a Google Ads expert to set up and manage your search advertising.
Search Engine Optimisation
SEO can not be ignored, and it too requires investment in time and resources. A longer-term approach than Google Ads, SEO strategy is always evolving as Google’s algorithm updates require tweaks so your site can rank well in organic search results.
There are some tools you can use to give you an idea as to how well your website is currently performing in terms of organic traffic such as SEMrush, and other tools such as Keyword Planner, that will help you decide which keywords to use.
SEO requires an understanding of the basics; for example, is your website using a stable URL structure? Would your site pass the Google speed test? You also need to think about the content on there and whether or not that is optimised for search.
Another consideration is referring links, i.e. are other sites linking to your site? Ideally, you want high authority sites to link back to your site, and this is where using an SEO expert is worth the investment. Why companies choose to outsource their SEO efforts to agencies with industry-specific expertise; for example, Digiconomy focuses their efforts on building traffic for finance-related companies and sharing useful information for providers in that sector on their blog. Hence, their knowledge of keywords, competitors etc. is likely to work out more cost-effective than a generalist SEO expert with knowledge in say utilities or transport sectors.
Monitor the analytics on the views, clicks, time spent online etc. of all your marketing campaigns. Google analytics and their search console are free so make sure you have your site set up for their measurement. For example, you can get an accurate view of the number of visitors to your website, their demographic, and what pages of your website are popular. This information is useful when you revise the content so the visitors can engage more by visiting linking pages.
Conversion tracking on your website should also be done wherever possible so you can get an accurate view of which parts of the site people are using to contact you. You can also go one step further and implement the likes of Hotjar, where it also records website visits and uses heatmaps so you have an actual visual of what the most popular areas of your site.
The above tips are sure to help your finance enterprise get more traffic and sales.