We believe that people buy from people. People they like and trust.
We use digital marketing to spark relationships so you can build trust and rapport with potential customers on auto pilot.
We are an advertising agency specialising in Financial Services.
Advertising forms a huge part of our marketing strategy for financial services. Here we cover a few of the major online advertising platforms and some of the things we’ve learned from using them.
Google Ad’s used to be the failsafe and go-to way of generating leads, but a rise in cost has seen some financial services companies move their budget from Google into Facebook, as you tend to get cheaper, good quality leads.
However, Google definitely still has its place and it can bring you success, providing you use it well. From our experience, we have a few tips that we put into practice when using Google Adwords and if you are currently running Google campaigns or you would like to, then you may want to implement these steps too.
It can be easy to get carried away and you may think you need to use lots of different keywords. However, the classic saying of ‘less is more’ could not be more fitting in this scenario. Your budget obviously has a say in how many keywords you use, but generally, using a few strong keywords can be a lot more beneficial than using all the ones you can think of. Narrowing down your keywords can make all the difference, so it’s important you don’t get carried away.
It’s a common error to assume Google will do everything right, but when it comes to bidding and in our experience, doing it manually can be a lot more effective (unless you are consistently getting a lot of conversions through Google). By manually bidding, you will soon get to know what bid it’s going to take, in order for you to get you to the position you want.
Don’t always listen to Google
Many of us rely on Google in times of uncertainty, but when it comes to advertising, it’s wise to not except every single recommendation Google puts your way. Google wants you to have more traffic, but in reality, you want more leads – and these are two are very different things. So the next time Google pops up telling you to try something, you may want to think twice about accepting it because it can actually have a negative effect on your campaign.
If you input your desired keywords just as they are, this is a broad match. A broad match doesn’t just match you to that specific word. For example, if your keyword was ‘re-mortgage’ and you used a broad search, you will also be matched to the word ‘mortgage’, which you don’t want when you are looking specifically for remortgage leads. In order to only search for the specific term you have entered, you need to add a few simple ‘+’ signs in front of specific words. For example, if your keyword is ‘remortgage to release equity’ putting the ‘+’ sign before the words ‘remortgage’ and ‘equity’, will mean that any search term that includes both words will come up.
It’s always worth researching the different keyword match types, particularly if you are doing it yourself. Having the correct keyword match type can make all difference, and all it takes is a quick Google search to find the best option for you.
The essence of Google display is bidding to put yourself on other websites by using a banner. This way of advertising is a lot cheaper and websites give Google free reign to put whatever banner they like (within reason).
The latest kind of targeting, known as custom intent targeting, allows you to put banners in front of people who have been searching for specific keywords. You can think of custom intent targeting as the better version of the old keyword targeting where you would put your banner on sites that had a specific keyword, whereas now it’s more refined and you can target people on intent rather than what’s on the website.
If you’re looking to get cheap and easy traffic from Google, that’s also free, then you may want to consider Google Maps.
Video: Google Maps Advertising
Google wants to advertise companies that are currently open for business and there are three simple ways of doing so.
A common misconception is that it’s the number of reviews you have that matters, but actually, it’s the frequency of the reviews that are important. Essentially, it shows that people are using your business on a regular basis – which notifies Google that you are currently trading.
Google My Business App
Through the app, you can use your smartphone to increase your visibility on Google Maps. A really simple way to do this is by taking a picture of anything to do with your business, be it your office or your team and upload it to your map listing once a week. It really is that simple!
Just like you would post on Instagram or Twitter, you can now post on Google Maps. Again, just by posting an image and caption of something to do with your business, you are showing Google you are currently trading and you are likely to find yourself near the top of a Google map listing.
Using social media advertising in financial services
We are all big users of social media and when it comes to advertising, it can really help you generate leads. By this, we don’t mean just posting ad-hoc on the likes of Facebook and hoping for the best – this strategy is great for brand building, but when it comes to generating leads, you need to be a bit savvier.
In order to generate leads through social media, you can do the following:
Remarketing is a great quick win and it simply means you can get in front of people who have been on your website before. This way, you are immediately filtering your advert to a certain audience that has already shown an interest in what you do, which is likely to give you better quality leads. When people visit a website, they may not necessarily be ready to ‘get a quote’ or ‘speak to an adviser’ at that specific moment. But remarketing allows you to get back in front of them when they’ve had a bit of time to think about their next move – so that potential lead doesn’t go to waste.
You also need to strike the right balance and not put your ads in front of someone too often. A good way of avoiding this is to have lots of different ads, but all with the same underlying message. This way, someone doesn’t get bored of seeing the same ad over and over again.
Facebook advertising is a great tool, particularly in financial services and B2C, because you can target interests. You can also target people who have been interacting with content surrounding a particular financial services product that you offer.
The quality of Facebook advertising is great, but it’s down to you to get the best out of it. The messaging of your ad and the messaging on the landing page/webpage can determine the quality of your lead, so it’s important that you get it right.
Using a Facebook chatbot can help to filter your advertising process so you only receive good quality leads. You can spend a lot of time dealing with queries that aren’t going anywhere and by implementing a chatbot, you can spend this time on something more worthwhile. You’ll end up automating all initial communication with a potential client, so they know exactly what you can do for them and they can even schedule in a call with you – all before you have even spoken a word.
Due to the nature of LinkedIn, its advertising works best for B2B but it can work out to be really expensive if you do what LinkedIn tells you to do. In order to get success out of LinkedIn marketing, you need to bid to get in front of 1,000 people (also known as bidding on 1,000 impressions). Essentially, if you get more than four clicks out of that 1,000 people, the clicks would be cheaper than if you bid on a cost per click (the way LinkedIn tells you to). Of course, even if you bid on 1,000 impressions, your ad still needs to be engaging.
You can also target anything that’s on people’s LinkedIn profiles, be it their job title or industry, which is another great way of making sure your ad gets in front of the right people.
We only tend to use Twitter when we need more volume because we find Facebook gives us cheaper leads. However, Twitter still holds a significant place in the market and all the third party data that Facebook used to have, Twitter also has, which allows you to target specific things – such as someone’s level of income. You can also target the people they’re following and what sort of content they interact with – again, it’s knowing this kind of information that will get you in front of the right audience.
You manage your Instagram ads in Facebook, so if you are working with Instagram, you will have the same targeting options as you do on Facebook. However, one common mistake people make is using the same ad for both Facebook and Instagram. This doesn’t work well because both platforms have a different structure so it’s unlikely that you will see success. Therefore, if you are using Instagram, the image really needs to be the standout feature and the text is secondary.
Video: Landing Pages Or Website For Ads
Whether you have a landing page will depend on the financial services product that you provide. Sometimes, sending someone to your webpage will more suitable but in our experience, a landing page is good if you want to give direct information to someone who already knows what they want. Choosing to send people to a landing page or your website will also depend on the financial services product you provide.
Regardless of whether you are using a landing page or your website, the page you send the user to needs to be relevant. With your advertising, you should know what someone is after and you need to send them to the most relevant page for that.
Don’t worry if you don’t get the lead on the first visit, the beauty of remarketing means that you can get more opportunities. Directing someone to your website means you can see what they were interested in and what pages they spent the most time on – so you can remarket to them accordingly.
The messaging in your ad can really be the make or break. We do a weekly live show called ‘Talking Ads’ where we critique the ads we have seen on our social media feeds that week. From this, we learn so much about the messaging behind ads and if anything, it stresses the importance of messaging even more.
Firstly, you need to be different. When it comes to financial services, this is even more important because everyone is selling the same thing.
People buy from people and when we introduce the actual person a customer is going to speak to, the conversion rate increases – it’s as simple as that.
Using case studies from real customers will also help people recognise that you will be able to help them too. They give your ads a tangible value and with that, people are more likely to pick up the phone and talk to you.
If you need more inspiration check our life insurance advertising ideas.
Video: Messaging In Advertising For Financial Services
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