Right on the money!

Crowded financial services

Digital marketing for finance businesses; what you need to know!With the arrival of Open Banking in the UK, competition in the already crowded financial services market is likely to increase even further

So how can digital marketing for finance businesses help you to stand out from that crowd? At Xcite Digital our speciality is accelerating growth through digital marketing

To put it simply our finance digital marketing strategies offer clients tailored, multi-channel marketing services to:

– Find more customers
– Increase conversions

Let’s dig a bit deeper and take a look at a working example of how digital marketing helped one of our clients in the financial services industry

<a href="http://xcitedigital

com/case-studies/fairbusiness/”>Fair Finance are a not-for-profit financial services company who were looking for a digital marketing agency to help them raise brand awareness of their business loan division and generate leads for their sales teams

These are the Five Steps we used to help them

STEP 1 – IDENTIFY THE RIGHT CHANNEL AND THE USER JOURNEYWe identified the multiple channels used by Fair Finance customers

Typically, these customers would use these channels to research over 10 different sources of information about products and services before making a decision

We then mapped typical user journeys through the Fair Finance sales funnel

Once initial contact had been made, where did they go next? What routes did they take? What proportion of initial visitors progressed all the way through to conversion? STEP 2 – ANALYSE WHAT IS WORKING WELLIn digital marketing, gathering and analysing data is key to success

For Fair Finance we provided this data in visual form on a live dashboard, as shown below

The image on the right shows monthly ROI reporting on analytics, so that trends can clearly be seen

The image on the left analyses particular event triggers so that Fair Finance could understand which aspects of campaign activity were proving the most successful

STEP

How digital marketing helped

2 – ANALYSE WHAT IS WORKING WELLIn digital marketing, gathering and analysing data is key to success

For Fair Finance we provided this data in visual form on a live dashboard, as shown below

The image on the right shows monthly ROI reporting on analytics, so that trends can clearly be seen

The image on the left analyses particular event triggers so that Fair Finance could understand which aspects of campaign activity were proving the most successful

STEP 3 – TARGETED IMPROVEMENT TO UX INCREASING CONVERSIONOur specialist marketing team used the above data on an ongoing basis to audit the performance of each and every marketing channel

From this, they produced a targeted digital marketing strategy to improve user experience and engagement, thereby increasing conversion

STEP 4 – BRAND CONSISTENCYOne of Fair Finance’s objectives was to raise brand awareness, and we helped them do this in a consistent way

It is vital to present a consistent brand impression at each stage of the user journey

Lack of consistency can be one of the biggest conversion killers

So we ensured consistency of brand, content and message across all channels

STEP 5 – USING DIFFERENT CHANNELS EFFECTIVELYSometimes specific channels are the most effective in delivering a particular message

Our cross channel insight enabled us to help Fair Finance push out a message on the most appropriate channel then follow it up effectively on other channels

For example we ran a PPC campaign on the topic of ‘Bad Credit’

This led to a huge spike in traffic, which we then capitalised on by delivering similar messages through social engagement, website landing pages, email campaigns and content articles

Using live data enabled us to react quickly to any new developments

Successful campaigns were expanded seamlessly onto other channels

Conversely, campaigns that did not achieve high traction were not rolled out over other channels, thus saving time and money

THE RESULTSWe helped <a h

Five Steps Digital Marketing steps

3 – TARGETED IMPROVEMENT TO UX INCREASING CONVERSIONOur specialist marketing team used the above data on an ongoing basis to audit the performance of each and every marketing channel