After COVID-19 hit the world in 2022, we’d all be forgiven for thinking that 2021 and 2022 would be “calmer” or more “normal” years. Yet it proved to be equally exceptional with Russia’s invasion of Ukraine, the fall in U.S. equities, rising inflation (driven by energy and food prices), higher interest rates, record-breaking heatwaves and more.
At CreativeAdviser, we have also noticed a lot of change in the marketing world. It has been important to keep up with new trends and stay ahead of the curve so we can best serve our clients in the financial sector. In this article, we outline five important financial marketing lessons from 2022 that should help readers form a clearer picture of their marketing strategy in 2023.
We hope these insights are helpful to you. Please get in touch to discuss your project via a free, no-commitment online consultation.
#1 Have a sustainability story
As net zero, carbon neutrality and “green” issues have moved higher into the national consciousness, it has become harder for businesses across all sectors to ignore their impact (and perceived impact) on the wider world.
Even with financial planners, it is now more important than ever to tell your sustainability story. This might involve signing up to a cause such as Business for Good (B1G1), where charitable giving can easily be integrated into your business finances.
Another idea is to showcase your corporate social responsibility (CSR) efforts in the local community, perhaps via your blog or client newsletter. People want to hear about the difference you are making, not just the professional work you a doing.
Make sure you are not missing a trick here, going into 2023!
#2 Adopt an experiment-led approach
It is never a bad idea to keep trying new things with your financial marketing.
In the coming months, consider allocating an “experimentation budget” for your marketing. Maybe you have never tried Google Ads or LinkedIn marketing before. Who knows, perhaps a new marketing channel could open up new doors for your client acquisition efforts.
Of course, you need to be careful not to throw pennies at something that requires proper investment. You are not going to get much out of a financial SEO campaign for £100 per month, for instance.
However, it is also wise not to get stuck in a rut by simply leaning on the “tried and true” marketing methods that seem to have always worked (e.g. client referrals). The world is changing as digital technologies evolve. So is client behaviour, and financial planning itself.
#3 Use short-form video
Articles, PDF guides and e-newsletters will likely play a key role in many financial planners’ marketing strategies. Yet it is undeniable that video-based content is going to rise in significance in the coming years.
YouTube is currently the world’s second-largest search engine, highlighting users’ preference for video content. After all, consuming a video requires far less effort than reading a long article. Also, the content creator can pack far more information and engaging elements into the piece of communication (e.g. music).
Financial planners can also make use of video without necessarily needing to invest in expensive productions (involving a crew and high-end on-site equipment). At CreativeAdviser, one option we offer is animated “explainer” videos on different areas of financial planning such as pensions, investments and protection. These can be branded and are typically 1-2 minutes in length.
The benefit of an approach like this is that financial planners can populate their websites quickly with high-quality video content, at a lower cost and time commitment than bespoke videos. Videos can also be a great way to communicate important news that may affect clients, such as a new government budget or the arrival of a new tax year.
#4 Optimise your marketing integration
Digital marketing offers many powerful marketing strategies for financial planners. However, it also means that businesses end up with a plethora of marketing tools that are easy to lose track of (e.g. Google Ads, Semrush and MailChimp).
To get the most out of your marketing infrastructure, it helps to have an effective integration strategy. For instance, you could use a dashboard tool which all of your various tools can “plug into”, giving you a 500-foot view of how things are performing.
It is difficult to regularly log into all of your marketing tools to check the data. Mastering each one is also a tall order for a financial planner (who is likely already very busy!). Therefore, consider investing in your integration strategy in early 2023.
#5 Speak about what is happening
Looking back at our newsletter campaigns for financial planning clients in 2022, some of the best performers (e.g. in terms of open rates) have been those which focused on recent, important events – such as the Autumn Statement and war in Ukraine.
Clients seem to want a mixture of “evergreen content” (i.e. content which is relevant for a long time, such as a guide on pension consolidation) and “news pieces”, where they want to hear their financial planner’s perspective on important events which may bear upon their wealth and budgets.
The energy crisis, for instance, has raised many concerns about financial stability even for wealthier families in recent months. Many have been looking for ideas about how to increase their energy efficiency, or for guidance about how the situation might impact investment choices for their portfolios.
Financial planners are uniquely-positioned to speak as authorities on these subjects. By speaking directly into clients’ fears, questions and ideas given recent news, you can make yourself appear more relevant to their daily lives compared to a financial planner who only really gets in touch once per year. We encourage you, think about how you can increase brand “touchpoints” like this over Christmas.
