Digital marketing has always been a vital component of business growth in various industries, including consumer goods and financial services. Yet, when the Covid Pandemic hit, it quickly skyrocketed business’ plans to build a better digital presence. We’d like to explore some key digital marketing strategies which have been leveraged from Consumer Good’s industries, who are often at the forefront of marketing innovation. By leveraging these strategies, financial services firms can expand their online presence, engage with their target audience, and drive business growth.

Consumer goods firms excel at leveraging social media platforms to engage with their audience and build brand loyalty.  This becomes slightly more complex within financial services due to regulation, however it isn’t impossible. Firms must identify their target audiences and the relevant media channels and regularly schedule informative and insightful content to help build brand recognition. By establishing a strong social media presence, financial services firms can foster trust, generate leads, and drive customer engagement. After all, looking after someone’s finances is one of life’s great responsibilities and one that naturally interests customers.

Content marketing is a powerful tool used by consumer goods firms to educate, entertain, and engage their audience. Last year, we noticed a rise in content hires as financial services firms leveraged this strategy by creating high-quality, tailored, informative content that addressed the pain points and challenges of their target audience.  We have also seen a rise in different content mediums being produced, ie blogs, digital brochures, e-books, whitepapers etc to help educate investors and consumers understand company ethos, strategies and reactions to wider political issues. Due to this, salaries within content marketing hiring have really increased.

Consumer goods firms excel at leveraging customer data to personalise their marketing messages and deliver relevant offers. Financial services firms can adopt a similar approach by utilising customer data to segment their audience and deliver tailored marketing communications. Firms can implement marketing automation tools to streamline and personalise email marketing campaigns, and leverage customer behaviour data to offer personalised recommendations and relevant financial products or services. By understanding and addressing the specific needs of your audience, you can enhance customer engagement and generation. Larger firms have been doing this for some time within financial services, but of late smaller firms seem to be investing significantly in this field.

By borrowing successful digital marketing strategies from consumer goods firms, or other industries, financial services firms can enhance their online presence, engage with their target audience, and drive business growth. The age of pure cold calling has somewhat reduced since the pandemic and it has become impossible to predict working patterns. It is because of this new age, that firms must use their available marketing tools and review the data to analyse the impact of their offering.  Sales teams are benefitting significantly from this more personalised approach and more modern working methods. They not only spend less time travelling, but far less time with the wrong prospects, which has seen many firms really improve productivity.