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Last updated on 2024年5月30日

Here's how you can effectively market your products or services to target customers in Financial Services.

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In financial services, marketing your products or services requires a strategic approach that resonates with your target audience. This sector is vast, encompassing everything from banking to investment management, and it's essential to understand the unique needs and behaviors of potential clients. To effectively reach and engage your target customers, you'll need to leverage a mix of traditional and digital marketing tactics, all while maintaining compliance with industry regulations. By tailoring your message and utilizing the right channels, you can build trust and establish your brand as a go-to resource in the financial services industry.

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Stephanie D'Amico
Mercy Abua

P.R | Marketing | Media Sales | Client Services

1 Know Audience

Understanding your audience is the cornerstone of effective marketing in financial services. Start by creating detailed customer personas that represent your ideal clients, considering their financial goals, challenges, and the solutions they seek. This deep knowledge allows you to craft messages that speak directly to their needs and aspirations. Remember, your audience expects expertise and trustworthiness from financial service providers, so your marketing efforts should always reinforce these values.

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Mercy Abua

P.R | Marketing | Media Sales | Client Services
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While building the personas, a key thing is understanding their behavioral patterns. How do they like to consume information, where do they like to receive this information. What is their pain point? What drives them. It’s not enough to create Avatars, you must attempt to think like them so communicating with them feels personal, validating their deepest desires. It’s easier to create effective campaigns that is tailored to guarantee maximum penetration. Quality over quantity.

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Génesis Avilés

Mercadólogo con mención en Comercialización
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Lo ideal es ir de lo macro a lo micro. En primer lugar, segmentarlos en un grupo que compartan características generales similares como rango de edad, sexo, ubicación geográfica, educación, poder adquisitivo, entre otros. Luego, de ese segmento, extraer o describir a la persona especifica que quieres que contrate tus servicios. Detalla sus preferencias: - Trabaja de forma independiente, dependiente o es estudiante - Prefiere asesorías online u offline - Busca adquirir este servicio para uso personal o para ser implementado en alguna empresa - Le gustan las nuevas tecnologías financieras o prefiere usar métodos tradicionales Esto permite conocer las preferencias de tu cliente y dirigirte de forma personalizada, lo que genera confianza.

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Stephanie D'Amico
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An important consideration when evaluating personas is understanding how those personas fit within the overall population of your target geography. It means nothing if you have a lot of "kiddies and kastles" persona if your index mirrors the general population. You want to identify how your customers are different than the general population to better understand who you attract.

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2 Value Proposition

Your value proposition is what sets you apart from competitors in the financial services industry. It's crucial to articulate clearly how your product or service solves a problem or improves your customers' financial well-being. Highlight unique features, such as personalized service or innovative technology, and explain their benefits in simple terms. This clarity will help potential clients understand why they should choose you over others.

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Génesis Avilés

Mercadólogo con mención en Comercialización
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Para generar una propuesta de valor es recomendable estudiar el mercado y conocer a la competencia. Esto puede realizarse a través de la tradicional matriz DOFA para nosotros y para nuestro principal competidor, nos brindara un panorama sobre: 1. ?Qué tenemos nosotros que ellos no? 2. ?Cuáles de sus debilidades podemos atacar nosotros con nuestras fortalezas? 3. ?Cómo compensan sus debilidades y como afrontan sus amenazas y como podemos aplicarlo o revolucionarlo para compensar y afrontar nuestras debilidades y amenazas? Encontrar las diferencias sobre lo que somos mejores y como podemos solventar los problemas existentes permitirá resaltar y diferenciar a la empresa sobre del resto.

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3 Content Strategy

A robust content strategy is key to engaging your target audience in the financial services sector. Create informative content that addresses common questions and concerns, such as blog posts, whitepapers, or webinars. Focus on delivering value by providing insights and advice that can help your audience make informed financial decisions. By becoming a trusted source of information, you can foster long-term relationships with your customers.

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Génesis Avilés

Mercadólogo con mención en Comercialización
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Una buena estrategia de contenido va acompa?ada indudablemente por Contenido de Valor, puedes crear y extender contenido relacionado con temas que crees puedan despertar el interés de tus clientes y que estén relacionados con los servicios que ofreces. Sabrás identificar el contenido de valor cuando notes que los clientes interactúan mas con esa información publicada.

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Stephanie D'Amico
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This really ties in to understanding your audience FIRST. You should build content according to the customers you currently have and then, gradually, add content that will be of interest to non-customers. Too often, content is not relevant to current customers which creates a disconnect and disloyalty to a brand.

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4 Digital Presence

In today's digital age, having a strong online presence is vital for financial service providers. Ensure your website is user-friendly, mobile-responsive, and optimized for search engines. Engage with your audience through social media platforms where they are active, and consider using targeted online advertising to reach potential clients. Email marketing can also be an effective tool for keeping your services top-of-mind with subscribers.

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Génesis Avilés

Mercadólogo con mención en Comercialización
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La mejor manera para llegar a clientes potenciales actualmente es a través de las Redes Sociales, tener presencia en alguna de ellas facilitará el reconocimiento y confiabilidad de tu empresa. Actualmente, Instagram juega un papel fundamental para todas las empresas en el mundo pues es una plataforma que brinda variedad y amigables herramientas para obtener posicionamiento digital como empresa.

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5 Networking Events

Do not underestimate the power of personal connections in the financial services industry. Attend industry networking events, conferences, and seminars to meet potential clients and partners face-to-face. These events provide excellent opportunities to showcase your expertise, learn about the latest industry trends, and build relationships that could lead to new business.

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Génesis Avilés

Mercadólogo con mención en Comercialización
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Asistir a eventos importantes que guarden relación con tus servicios y clientes permitirá darte a conocer de forma presencial, algo importante en un mundo donde casi todo ahora se realiza en línea, humanizar tu empresa permite brindar confianza y familiaridad. Además asistir a estos eventos te permitirá: - Generar una cartera de Proveedores indispensables para mejorar tu empresa. - Generar una cartera de clientes potenciales a quienes conoces personalmente. - Incrementar tus conocimientos. - Mantenerte actualizado con las nuevas tendencias, tecnologías y nuevas empresas afines en el mercado.

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6 Compliance Adherence

Marketing in the financial services industry must always adhere to strict regulatory compliance. Familiarize yourself with the relevant laws and regulations, such as those concerning advertising and client communications. Ensuring that all your marketing materials are compliant not only protects your business from legal repercussions but also reinforces your reputation as a trustworthy and reliable financial service provider.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Stephanie D'Amico
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Don't forget to consider offers when you build your effort. The offers do not need to "buy" the business, rather, we want the offer to be a tie breaker from the options the consumer is considering. And...remember your audience when developing an appropriate offer. What is most important for that consumer?

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Here's how you can effectively market your products or services to target customers in Financial Services.

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1 Know Audience

2 Value Proposition

3 Content Strategy

4 Digital Presence

5 Networking Events

6 Compliance Adherence

7 Here’s what else to consider

Financial Services

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