What Can A Financial Services Marketing Agency Do For You?

When it comes to financial services marketing, working with an agency that understands the complexities of your industry is extremely important. From compliance to industry challenges through to understanding trader and investor mindsets, a financial services marketing agency can help your brand. Let’s look at what a financial services marketing agency (that’s us BTW) can do for your broker, bank or fintech.

Marketing Strategy

Less than a third of finance companies have a marketing strategy. This is according to a new report by The Marketing Centre which found that only 32% of financial service brands have a marketing action plan complete with regular, timely marketing activities. Are we surprised? No. It often shows.

Without clear objectives, you’re marketing in the dark and this is where a financial services marketing agency, who understands your sector, can help. At Contentworks Agency, we work strategically with our finance clients and a marketing strategy workshop will include:

• Market Analysis
• Target Audience Identification
• Positioning and Branding
• Marketing Goals and Objectives
• Content Strategy and Planning
• Social Media Set Up And Strategy
• Digital Marketing Strategy
• Budget Allocation
• PR Planning
• Tone of Voice And Messaging
• Launch or Implementation Plan

Manage Adwords and Meta Advertising

Utilising a professional marketing agency for Google AdWords campaigns can offer significant advantages, particularly for finance brands.  Agencies specialising in digital advertising can navigate the landscape of Google AdWords which is often hostile to finance brands, especially prop trading, CFDs and cryptocurrencies. Contentworks Agency works with certified Google and Meta advertising specialists to ensure you get the best reach for your budget. Our advertising services include:

• Campaign Strategy: Developing a comprehensive strategy for AdWords campaigns based on client goals, target audience, and market trends. A financial services agency will be on top of the latest compliance rules and finance keywords, and therefore better equipped to advise you.
• Keyword Research: Conducting thorough keyword research to identify relevant search terms that potential customers are using to find products or services.
• Ad Set Up: The setup of your Adwords account according to region, financial products, keywords and budget.
• Creation: Crafting compelling ad copy and selecting appropriate ad formats to attract clicks and drive engagement.
• Bid Management: Setting and adjusting bids for keywords to ensure optimal ad placement and cost-effectiveness.
• Performance Monitoring: Regularly monitoring campaign performance metrics such as click-through rate (CTR), conversion rate, and ROI to identify areas for improvement.
• Reporting: Providing regular reports and analysis to clients or stakeholders, highlighting key performance metrics and insights, and making recommendations for future campaign optimisation.

Finance Focused Content Marketing

Writing for financial services brands is entirely different from writing for mainstream ecommerce or retail. That’s why it requires a team of financial services writers and an agency that understands the landscape. The content marketing services we provide to our clients include:

• Content Creation: Producing high level blog posts, whitepapers, eBooks, social media content and website copy. Content is created with a deep understanding of the financial industry, including complex topics like forex trading, investments, fintech, stocks, insurance, banking, and regulatory compliance.
• SEO Optimisation: Our strategic content marketing services include keyword research, on-page optimisation, metadata optimisation, and link-building strategies tailored to the financial services sector.
• Content Distribution: Strategically distributing content across relevant channels to reach and engage target audiences effectively. This may involve leveraging social media platforms, email marketing, content syndication networks, industry forums, and partnerships with financial publications or websites. Contentworks Agency has powerful media contacts at CNN, Bloomberg, Forbes, The FT and many more. Speak to us about financial services PR.
• Thought Leadership: A financial services marketing agency will know who’s who and where to position them in the finance space. We position clients as thought leaders within the financial industry by producing insightful and authoritative content that addresses current trends, challenges, and opportunities. Thought leadership content helps build credibility, trust, and brand authority over time.
• Compliance and Regulation: CySEC – the financial regulatory agency of Cyprus – states that all content should be ‘fair, clear and not misleading’. This is backed up by other regulators like the Financial Conduct Authority (FCA). Information should be accurate, balanced and include any relevant risks. All promotional materials must also carry risk warnings. Ensuring that all content produced adheres to industry regulations and compliance standards is key to our work here at Contentworks Agency. We closely follow regulatory news and updates from ASIC, CySEC, MFSA, FCA, FSA, FRB, SEC, MiFID II and more. We even produce monthly regulation roundups to help our clients stay compliant with their content.

Social Media Management

As with content marketing, social media marketing for finance is a different landscape from ecommerce. Regulators closely watch social media platforms and regularly dish out fines for non compliance. Additionally, the platforms themselves have a host of rules aimed at safeguarding users from predatory financial services practices. All this means you need a financial services marketing agency to manage your social media.

A financial services marketing agency can provide:

• Social Media Strategy: Developing a comprehensive social media strategy aligned with the client’s overall marketing objectives is key. This includes identifying target audiences, defining key performance indicators (KPIs), and outlining content themes and posting schedules.
• Content Creation: Producing relevant content for social media platforms like Facebook, Instagram, LinkedIn, Twitter (X) and TikTok. So that’s text posts, images, videos, infographics, and other multimedia formats. Contentworks can create content for clients to post, or manage the entire process of content creation, community engagement, listening and posting.
• Content Calendar Management: Planning and scheduling content across various social media channels using content calendars is key for financial services brands. By doing this, we allow clients time to get a compliance sign off, prior to posts going live.
• Community Management: Monitoring social media channels for comments, messages, and mentions, and promptly responding, is an important part of social media management. Community management in the finance space also helps to ward off reputation management issues.
• Social Media Advertising: Planning, creating, and executing paid advertising campaigns on social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and others. This includes ad targeting, budget management, A/B testing, and performance tracking to optimise campaign ROI.
• Analytics and Reporting: Every month, we deliver a colourful and meaningful social media report for our clients. This will highlight content successes, engagement rate, page growth, audience interaction and much more. This shapes discussions around your brand’s marketing and helps us to plan more great content going forward.

Contentworks’ Agency founders have an impressive history at senior management level in the financial services space. Our team understands the sector, keywords, challenges, compliance, technology and assets. Book a free Zoom call to discuss your financial services marketing with Contentworks Agency today.