Digital transformation has revolutionized the financial market, throwing overboard some resources and strategies that, until recently, were considered classic.
To begin with, the current scenario presents a very interesting dynamic in terms of the number of players in the market.
If this sector was previously dominated by well-known companies, today
There is much more room for competition
Therefore, understanding what to do to outperform c kenya phone number list ompetitors is the key to a precise, consistent and successful Digital Marketing strategy.
Here, the first challenge is to define the target audience and develop the most effective practices to impact it.
As with any other industry, this involves thoroughly researching the market so that a buyer persona that is close to reality can be structured.
By creating this character, we can use the most relevant channels to produce content that generates interest in potential customers and stimulates the consumption of the materials that the brand makes available to them.
This is what we call Content Marketing .
This type of Digital Marketing is great for use asynchronous and deferred loading for CSS educating the audience while creating a powerful connection with the individual , who may eventually become a customer.
The ideal is to know how to use strategic triggers to acquire contact data — respecting the Federal Law on the Protection of Personal Data Held by Private Parties — and to include the person in the nurturing flows present in a robust email marketing campaign .
Thus, we can divide Digital Marketing in the financial market into three stages.
- First, we need to find out who the ideal client is;
- Then, know how to carry out effective frist database approaches in the most relevant channels, capturing their attention and, preferably, collecting relevant data;
- Finally, when the prospect is already on your list, you need to employ the last efforts to close the sale.
What are the permitted and prohibited practices in this area?
Every commercial activity requires compliance with certain legal guidelines and ethical principles. In the financial market, this is no different.
As this is a sector that directly affects the client’s finances and, therefore, has a great impact on their personal and professional life, transparency must be one of the bases of any practice .
Even regulators make it very clear that companies operating in this sector cannot promise anything that goes beyond their competence. ertising campaigns that link any investment to a life of luxury, for example, are considered unnecessary and unethical.
In an unstable economic environment, it is necessary to act as a partner to the client , not as someone who is willing to exploit them. For this reason, regardless of laws and regulations, financial marketing must value the integrity of both the agency and the client. Again, we put transparency at the forefront.
What tools drive digital marketing in the financial market?
Now that you know a little more about Digital Marketing applied to the financial market, we offer you two essential tools for success in this sector. Join us!
RD Station
RD Station is an automation software focused on the main activities of a Digital Marketing campaign. The tool allows the user to manage all tasks in one place , from organizing leads to triggering email messages.
It sets up an essential resource for the marketing department to integrate all strategies in a single environment, generating faster processes and increasing the results achieved.
Ion
Remember we mentioned content creation as a key step to attract and educate leads in the financial market? Ion is the way to achieve this goal.
The tool offers simple solutions to create different types of materials in just a few minutes . Best of all, it is possible to create interactive content , even without having any programming experience.
Interactive pieces, such as infographics and calculators, are much more effective than static ones, as they allow the buyer persona to be the protagonist of their own experience, providing knowledge and authority in a playful way.
Consider, for example, an ROI calculator that estimates how much a customer can earn by subscribing to your service. A great resource for closing sales, isn’t it?
Which brands have stood out using Digital Marketing in the financial market?
Some companies in the segment serve as inspiration for achieving efficiency in Digital Marketing. Get to know them!
Nubank
Nubank, one of the most successful fintechs in Brazil, is a true success story in Digital Marketing . Recognized as one of the largest Latin American digital banks, the institution entered the Brazilian market — and later the Mexican one — offering unprecedented facilities, such as credit cards with no annual fee and total control over the account from the mobile application .
But how did a relatively new company achieve so much success so quickly? Part of the answer lies in Nubank’s efficiency in communicating with the public and educating target customers about the solution.
With a sophisticated branding project that made it possible to associate the brand with the color purple, Nubank is present in basically all social networks. Its differential lies in the fact that it uses a different language than that used by most companies in the financial sector, that is, it uses a more familiar and, therefore, less formal tone.
Furthermore, it does not limit itself to talking about its services. Its focus is therefore on providing positive experiences that position the brand in the minds of consumers. Below is one of the most recent campaigns, carried out on Twitter, to generate engagement and brand recognition.
Market Payment
Following a line of support for the digital education of users, the fintech Mercado Pago —the financial arm of Mercado Libre— has grown in the Latin American market thanks to the development of a powerful blog.
In its corporate space on the web, the company publishes very valuable content not only about the problems it solves, but also about the world of e-commerce precisely with the intention of optimizing its credibility with the public.