Streamline your way to sales in the financial arena

  • Streamline your way to sales in the financial arena  


    Financial marketing is inherently complex; there are often a number of messages to get across and a number of products or services to promote - all through a wide range of media channels to meet customer needs.

    We've all heard the phrase ‘Less is more' and nowhere is this more relevant than in the Financial services marketing arena. Brand messaging, product features and media channels need to be streamlined to encourage engagement and generate sales.

    Let's look at these three areas a little closer.

    Message clutter

    As I mentioned in my previous blog post, decision makers make emotive choices when buying, and the start of that emotive process is in the core brand messaging communicated by a company. A simple message will have a better chance of striking a chord with a key decision maker. You want your decision maker to act on impulse; a short, clear message will achieve this far better than a complicated message, which, quite frankly, will turn a customer off.

    Brand messaging and brand values need to be simple. Be clear in what you stand for and what you want your customers to think and feel when engaging with you. Write only a handful of these short messages and you can use them throughout your communications.

    Be simple, clear and focused.

    Product clutter

    You may offer a wide range of products or services. Don't bombard customers with everything. Have separate campaigns to drive leads and customers to a select few highlighted products or services.  

    Reduce the number of complex products/services you talk about at any one time. No one will want everything you offer, so remember to target services to different audiences.

    Media clutter

    Manage your media outlets and channels for optimum response and choose them wisely. With a vast array of media channels available, some will be of value and some will not.

    Although marketing usually works as a mix, differentiating campaigns on different channels will help you keep track of your leads and sources. This will enable you to measure your results and find your most responsive audience. It may need a bit of trial and error at the beginning, for example you could run a small advertisement in an online or offline publication, but if it doesn't work find another channel.

    How you communicate your messages and through what channels is arguably the most important aspect of your marketing strategy. Get it right first time and let us know if we can help you. 

Related articles

  • Read More

    InsurTech needs to learn from Altfi and FinTech

    The winds of technology-induced change have been ripping through the financial service industries for quite a while now – banking and fund management being prime examples – but up until now the...

  • Read More

    FinTech as a force for good

    Kids, they say, grow up quickly and nowhere is this more true than in FinTech. Barely five years ago, the phrase wasn’t even invented. Now it is the collective noun for billion dollar enterprises,...

  • Read More

    Insurance Industry jobs could be lost to robots and AI

    Speculating on how far the robot revolution could go is nothing new – Hollywood has been producing apocalyptic films for decades showing machines ruthlessly taking over from humans as masters of...

  • Read More

    What is a bank?

    One of the recurring themes at this year's AltFi Europe event, organised by the excellent AltFi team, was a quest for the definition of a bank, or more particularly a bank of the future. Is it any...

  • Read More

    Giles Andrews' appointment marks another step on P2P’s road to maturity

    Students of the history of finance may one day look back on Giles Andrews’ appointment to the Chair of MarketInvoice (MI) as a major milestone in the evolution of the P2P sector....

  • Read More

    New community for Bank of England’s FinTech Accelerator

    The Bank of England has made steps towards improving relations between itself and the Fintech sector with the launch of its new community. The community intends to bring the Bank and Fintech-related...

  • Read More

    Credit where it’s due

    Sometimes you just have to say ‘well played’....

  • Read More

    Professor to sort Bank Referral Scheme

    The much-vaunted Bank Referral Scheme master-minded by the Treasury went live on November 1 last year, followed by deafening silence ever since. Anecdotal stories have been trickling out that suggest...

  • Read More

    Is consumer car finance the next big opportunity for P2P?

    Two very clear trends are emerging in the Alternative Finance sector. First, with lenders casting aside any doubts about security to get at the attractive yields available, the pressure is on for...

  • Read More

    Challenger banks to receive unexpected boost from RBS

    At long last, the shareholders of RBS (still 73% owned by the State) have received a piece of goodish news that should help raise their spirits. Faced with the prospect of missing the deadline for...

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617


Our offices

Full details of our offices in London and Uckfield more

Request a call

'; ';