Marketing financial products and services can be a challenging task. You need to find the right approach to reach your target audience, and you also need to make sure that your campaigns are compliant with regulations like FINRA.
That’s why we’ve created a list of three of the best financial marketing campaigns that you can implement into your strategy right now. Read on for tips on creating successful campaigns using different marketing channels, such as email and social media, all with the efficiency of automation.
What to Know About Financial Marketing Campaigns
Financial services marketing campaigns come in all shapes and sizes. But before you launch your next big campaign, you should keep a few things in mind.
- Your campaigns must be compliant with financial marketing and advertising regulations. This includes adhering to rules set by the Federal Trade Commission (FTC), as well as any other state or local laws that may apply to your business.
- Your campaigns should be focused on a specific goal, such as acquiring new customers, increasing product adoption, or reactivating inactive customers.
- You’ll need to use data from your marketing campaigns to inform your strategy. This includes tracking metrics such as leads generated, conversion rates, and ROI.
Let’s get into the 3 best financial services marketing campaigns to run now.
Financial Services Onboarding Campaign
An effective onboarding campaign is designed to welcome new customers and help them get started with your product or service. It’s important because it helps define the path for a new customer, encouraging them to interact with and get the most out of the product or service they signed up for — empowering them to eventually become invested in future offerings as well.
Onboarding campaigns can be automated using email marketing for a more personalized approach. This allows you to reach a large number of people directly without having to manually send each message yourself.
For example, you can create an email campaign that automatically sends new bank customers a series of welcome messages once they have signed up for a checking account. These emails can include information on what they can expect, important contact information, how to use features like direct deposit and auto-pay, and links to resources they may find helpful. These emails help to form a relationship between your financial institution and the customer, and build brand trust and loyalty.
Upselling and Cross-Selling Campaigns for Financial Services
If you’re looking to increase product sales, an upselling or cross-selling campaign can be a great way to achieve your goals.
Upselling campaigns focus on convincing existing customers to upgrade to a more expensive product or service. On the other hand, cross-selling campaigns focus on selling complementary products to your existing customer base.
Both types of campaigns can be highly effective in increasing product sales. Before you launch either type of campaign, there are some things to be aware of.
- You’ll need to create targeted content that speaks to the needs of your audience. This content should be designed to convince your customers that they need to upgrade or add to your product or service.
- You’ll also want to consider which marketing channels will be most effective for reaching your target customers. Email, social media, and paid ads are a few ways to reach your customers who want to upgrade and/or engage with additional products.
For example, you can create an automated email campaign that talks specifically to a segment of checking customers about a high-yield savings account. Or, upgrade your investment client to a more hands-on, individual coaching package.
Social media automation is a great way to reach your audience with upsells and cross-sells as well. Create an ad campaign that targets customers who have expressed interest in similar products or services. Let’s say you’ve got a mortgage customer who may be interested in an auto-loan, according to behavioral data. Start serving up some targeted ads about your great auto-loan rates.
Another effective way to easily reach customers who have opted in to be contacted is through SMS marketing. You can easily offer promo codes or limited offers to customers through their mobile devices.
Inactive Member Engagement Campaigns
Engagement campaigns are designed to re-engage inactive members and get them interested in your products or services again. They typically involve sending targeted content to your inactive customers like a survey about their experience, a ‘were sorry to see you go’ type of email, or even a special offer to entice re-engagement. Best of all, such messages can easily be automated for a more efficient and effective approach.
For example, if an investor hasn’t signed on to his online account for 6 months, you may want to send an encouraging message with an offer of a free consult call to find out where that investor might be stuck and offer advice that energizes him about his investments again. But what makes a customer inactive? Typically if there’s been no transactions for 12 months, a customer is considered inactive. It’s important to be aware of this disengagement before the 12-month mark. Using a CRM can help create reports showing customer activity, highlighting those that are on their way to becoming inactive. From there, you can determine triggers for sending automated emails to entice them to use their accounts or services. This is when you can decide whether to offer a special rate, promotion, or simply reach out and see why they haven’t been using their account.
Reengagement campaigns can also be used for non-customers, like those who initially signed up showing interest, but never committed to any services. For example, if someone signed up for marketing emails but hasn’t opened one in six month, you can create an email campaign o entice them. Create a catchy and clickable subject line with a special deal for a first-time sign up or offer a bundle of products or services created especially for their segment. If you know someone is reaching retirement age, offering them account services to handle their retirement funds and make the most of their savings can be a great way to pique their interest.
Make Your Financial Marketing More Effective With Automation
Implementing your best financial services marketing campaigns relies on using an effective marketing automation tool. The data you get from marketing automation allows you to gain insight into what is working for your customers and potential customers, and get more effective with your campaigns in the future. So, if you are not currently running an onboarding campaign, upsells and cross-sells, as well as an engagement campaign for both customer and leads who have slowed down on their opens or visits, this is your sign to go and build them today.
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