More than that, banks see communication as an opportunity to expand and diversify their range of activities, offering new resources and investments to their target audience.
Thinking about this need in the sector, we prepared this article with effective marketing strategies for the financial sector, showing new paths that can be traced from data to technology and its conglomerates.
Digital Marketing for Banks: What it is and How it Works
The definition of digital marketing for this sector refers to the set of strategies and tactics practiced by financial institutions that wish to attract, engage and win customers online.
These methods are designed with a digital vision of business, that is, prepared to adapt to the arrival of new technologies, without forgetting to meet the needs of consumers, who today are focused on the personalized use of the services offered.
To establish their presence in the virtual world, banks and other institutions in the sector use well-known digital marketing tools, such as responsive websites, SEO strategies , content marketing, presence on social networks, email marketing campaigns, exclusive resources for mobile applications and strategic partnerships, which deliver unique advantages.
Read also: How MATH MKT's attribution model identified 40% of a bank's media budget
The Customer Journey
The customer journey is usually a selection of behaviors massively adopted by users seeking to resolve a certain activity.
This is no different for digital banks, and there are some common steps that a persona takes to open an account or request a financial service. Understanding this path is essential for marketing to be more assertive in its communication and achieve the expected objectives.
In this case, everything starts with discovery , which can happen through digital advertising, recommendations, online reviews or searches on search engines.
Next comes the initial registration , with the collection of important data for categorizing the customer profile, which will help in personalizing the financial institution's content.
Little by little, the user begins to explore the resources offered, mainly through the application, which facilitates financial transactions, investment opportunities, redemption of points and so on.
At the same time, users begin to be impacted by notifications and communications, which are essential for establishing a relationship with their customers.
Likewise, support channels need to be open to receive questions clearly and singapore phone number example solve financial problems, which are the most relevant pain points for this audience.
The journey continues with the steps of service evaluation, loyalty with the provision of new limits or services, as well as subsequent consumer loyalty, where the person not only uses the bank, but also recommends it to others in their social network.
Essential marketing practices for banks
As we have already mentioned, there are certain actions and channels that require investment in marketing for banks. Let's take a look at the main ones:
Presence on social networks
Social media is an essential platform for building and strengthening a bank’s online presence. Engaging content strategies generate significant engagement.
Furthermore, direct interaction with customers through comments and private messages demonstrates a proactive commitment.
SEO Strategy
Search engine optimization (SEO) is essential to ensure that potential customers can easily find your bank's website.
Choosing relevant keywords, creating quality content and technically optimizing your website are key elements to boosting your ranking in search results.
Content Marketing
Providing educational content on financial products, investments and cybersecurity helps establish the bank's authority in the industry.
Webinars, blogs and informative videos are used in marketing strategies for banks as a way to share knowledge and add value to customers, while promoting banking services.
Personalized Email Marketing
Email marketing continues to be a valuable tool. Financial institutions can segment their customers based on their behaviors, sending personalized messages about relevant products, account updates, and information about special events.
Remember that personalization increases the likelihood of engagement and conversion. Therefore, make the most of the data provided by analytics and reports from CRM platforms.
Applications
With the rise in smartphone usage, investing in mobile apps and mobile banking experiences is imperative. In addition to providing convenience to customers, apps can be an effective extension of marketing strategies by providing personalized notifications, exclusive offers, and facilitating transactions.
Partnerships
Collaborating with financial influencers, non-profits and local businesses increases the bank’s visibility.
Strategic partnerships not only increase credibility, but also provide opportunities for joint events, shared marketing campaigns and social initiatives.
Digital marketing for banks is essential to adapt to changing consumer preferences and the technology landscape. By integrating social media, SEO, educational content, personalized email marketing, mobile banking, and strategic partnerships, banks can build a robust online presence, earn customer trust, and drive sustainable growth in the digital space.