Examples of Financial Marketing: 10 Campaigns You Should Study

The financial sector, previously, was not innovative in its marketing campaigns. This has changed, now we can see more innovative and attractive financial campaigns. Technological advances, the internet, and the need for competitiveness have forced, in some way, companies in the financial sector to rethink the way to reach their current and potential customers.

Although many people, especially those not directly involved with this type of business, think that it is difficult to find new and imaginative ideas that lead to conversions, this is not the case.

Today we are going to give you ten absolutely epic examples of companies that have used bank marketing successfully. This also shows that any type of industry can run creative and innovative campaigns if approached from the right angle.

Take a look at the ten we have selected:

10 examples of financial marketing that revolutionized the sector

As we already mentioned, the way in which companies contact their clients has undergone changes since the appearance of the Internet, not only in the economic context.

How to increase my sales with Content Marketing

In fact, companies that by definition have always been more traditional, such as banks and other financial institutions, are using the possibilities offered by the cloud to manage their operations. Previously, these operations could only be carried out in an agency or physical office.

Fortunately, this new reality has allowed companies in the sector to carry out some very creative advertising initiatives with great viral impact, as well as to exploit content marketing. It has been possible to transform a sector considered traditional into a renewed, fresher sector, and even closer to the customer.

What is the password? Inbound Marketing

According to the results of the " State of Inbound 2018 ", 75% of companies use the inbound methodology to increase conversion and increase their sales opportunities. A trend that will continue to grow in the coming months. 75% of organizations use inbound marketing strategies to increase the number of conversions and sales opportunities. Inbound Marketing was born to respond to changes in the behavior of consumers. These are no longer mere passive receivers and allow less and less the classic campaigns and ad breaks of traditional media.

Now, what the consumer wants is to meet the brand naturally, without interruptions, and interact with it freely. To achieve this meeting, a series of digital marketing actions are combined, among which content marketing and presence in social networks stand out. The banking sector is no stranger to this new reality which, incidentally, can be extended to most sectors.

But if something stands out, this has been content marketing. How are some banks doing in this regard?
Implementing an innovative financial marketing approach that helps them address their most pressing business problems and applying key strategies such as:
Content Creation - Delivering complicated service information easily and simply, in small chunks to reach today's easily distracted audiences.

Customer retention: giving your customers genuine reasons to build loyalty.

Bringing a personal touch: to gain the public's trust in high-value decisions.

So based on these criteria, we have put together a list of bank marketing campaigns that we think you should study.

ING Direct - In Orange

This is an example of excellent financial marketing since it allows us to observe how the financial sector has become aware of the importance of adopting innovative marketing strategies that meet the needs of its clients.

That is why ING Direct decided to create a corporate blog with which the brand can address current users, the media, and potential stakeholders directly, without limitations and intermediaries. It is a way of humanizing the brand.

In the ING Direct blog, En Naranja, you can find everything from economics concepts and ways to save to current affairs. This information not only helps users to solve their needs or problems but also allows the brand to make its values known. Another important aspect that should be highlighted is your SEO positioning. Certainly: if a customer or user has a question about an economic concept, for example, it is most likely that ING Direct will be the one to answer.

Mastercard - Priceless

MasterCard is another interesting financial marketing example. This brand is known worldwide for its credit cards and its "Priceless" advertising campaign, which is used as the basis for an experiential campaign. In an innovative campaign, Mastercard used a lottery drawing strategy to place the names of people who might be the lucky ones to receive big surprises. These surprises came in many forms, from celebrity meetings and greetings to unforgettable dinners.

One of the advantages of this type of advertising campaign is that the brand can adapt it to current trends, to any geographical restriction, or the winner's tastes, among other factors.
The company has a lot of flexibility to deliver on the promise of the campaign, as well as to generate abundant content that it can reuse in other advertising channels, for example.

Self Bank - # Mástevaleahorrar

The third example of financial marketing that we think you should study is the Self Bank digital bank.
This financial entity has used social networks to launch an awareness campaign on the importance of saving for Spaniards. Using the hashtag # Mástevaleahorrar, the company published three videos on the occasion of Savings Day, which is celebrated on October 31.

For this campaign, Self Bank had the collaboration of the creative agency Swing Swing. In the videos, you can see three types of millionaires who have the luxury of not saving, unlike the rest of the people who do need to.

In addition to the videos, they also launched the campaign on Twitter. Self Bank uses humor to motivate people to save, taking advantage of the most talked-about television programs with the largest audience in the days leading up to Savings Day.

Citibank

Citibank, for example, is diversifying its marketing for banks by creating valuable content that allows it to reach its audience: the millennials. In addition to offering educational content to teach personal finance, it incorporates offerings into its content. This can be seen in the launch of their Well + Good, Business Insider and Condé Nast branded content campaigns.

Valuable content helps you reach your audience.

The bank is also working to create content on wellness and personal finance. But brand awareness is only one part of Citibank's strategy; trade also plays an important role. Citibank uses its banner ads to track customers who end up accepting offers.

For example, next to a Business Insider article titled “5 Spending Traps to Watch Out for This Holiday Season,” there are two ads that say: Enjoy every moment. In each ad, they also promote their product: Citibank savings account.

With this example, we can see that companies in the financial sector have realized the importance of creating content of value that meets the needs of an audience seeking help on broader and more complicated topics, such as finance. That is why they are creating publications that reach younger consumers, as there is a need for help with their finances.

American express

New York-based financial services company American Express launched the Small Business Saturday campaign as a way to help local businesses recover from the crisis by increasing their sales.
The goal of this marketing strategy for banks was to help small business owners find a space to sell their products on Black Friday. During Black Friday, purchases are encouraged at the main companies such as Wal-Mart and Macy's, and on Cyber Monday the main shopping websites such as Amazon offer great discounts. Small Business Saturday falls immediately after Black Friday and encourages shoppers to visit the small businesses in their city rather than the big box stores.

Amex provides an interactive map that labels local businesses that accept American Express as a payment option, as well as other promotional material. Customers and small businesses spend much of their time and resources promoting this event, helping to increase its visibility and effectiveness each year.

Financial marketing strategy

For the campaign, the social network Facebook was chosen as the nerve center from where small businesses could download all the promotional material to place at the point of sale, from posters to QR codes. Besides Facebook, other platforms such as Foursquare, Youtube, and Twitter were used. In this network, the hashtag #SmallBusinessSaturdays was used. American Express invited entrepreneurs to sign up for a Facebook ad credit of $ 100.

What were the results?

Small Business Saturday has been a great success thanks to American Express. In 2011, the campaign achieved its most ambitious goal by getting the Senate to declare Small Business Saturday an official day. This marketing strategy managed to spread throughout the country to stimulate consumption in small business loan leads.

Consumers spent an estimated $ 5.5 billion on small businesses in 2012, according to Fortune. In 2015, that number nearly tripled to $ 16.2 billion. In 2016, approximately 1.3 million small businesses participated in Small Business Saturday, along with 95 million consumers.

American Express offers a number of business credit cards specifically geared toward small business owners. It supports this community in various ways, such as the American Express Open Forum.

Bankia - Let's keep working

Bankia seeks to 'reconcile' with society and public opinion, and its marketing strategy for banks is the key to this. This brand has used storytelling to leverage its proposal 'Wind up the economy'. Through real cases, stories with names and surnames, the entity showed business projects financed by the bank.
Likewise, social networks were used to carry out their financial marketing strategy. Having a presence on social channels forces them to listen to their audience and always answer.

In this sense, Bankia has launched a blog to try to get closer to the audience through attractive content of interest to customers and shareholders.

A good financial marketing strategy helps build trust and loyalty.

The key to all of these financial marketing strategies is building trust and loyalty. Through the hashtag #SigamosTrabajando, the company is achieving it: “Easy things do not push us to overcome them to show what we are capable of. And yes, deserving your trust will not be an easy challenge, but we only know one way to achieve it "

BBVA Continental - Feels in love

BBVA Continental's advertising campaigns are increasingly creative. In fact, they have managed to make the bank number 1 in advertising remembrance. In addition, its marketing strategy for banks, implemented in its digital channels, has taken the company to the top.

One of its main communication channels is Facebook. Through this well-known social network, BBVA Continental has increased its level of engagement. All these thanks to the financial marketing strategies that they have developed and applied. An example was a supposed "error" of publication of the community manager in the social network.

The message, supposedly, was dedicated to his partner on the occasion of celebrating five months of the relationship. After an hour of comments, with no response, the company said it was an employee error, and took the opportunity to promote the Spirits of the Winning Account.
What was the result of the "error"? The publication exceeded 3,500 likes, in just 12 hours, it was shared 400 times and got 600 comments. In addition, other media covered the publication.

Without a doubt, this is an excellent example of financial marketing. It was a well thought out and organized strategy, which achieved virality on social networks and spread to other digital media.

Rimac Seguros - Create vehicle insurance for you

Rimac was not always a digital brand, but today it uses social networks like Facebook and Twitter to communicate with its target audience. In this way, it strengthens its brand presence without using these media for commercial purposes, but rather to generate engagement and reinforce its reputation.

One of his most successful Rimac campaigns was the incorporation of a landing page that allows the user to create customized vehicle insurance and purchase it. What were the results? Sales soared: in a day and a half they managed to sell the same thing they sell in a week.

This was the first digital marketing campaign that the insurance company did for a specific product, but the results were positive.

MCA leads

Banco de Credito BCP - Shared Mortgage Credit

BCP is another good example of implementing effective marketing strategies for banks. This bank uses social networks as one of the main means to communicate with its audience.

In 2015, the BCP published a message on its social networks about celebrating gay pride day. However, this message was not well received by the community and received much criticism, leading to a corporate crisis. Despite the above, in 2016 the entity again sent a greeting to the LGTB community through its social networks, but this time it applied a different strategy:

The message was first sent to a group of influencers, many belonging to the LGBT community, and other opinion leaders.

It was sent by Walter Bayly, General Manager of the bank, which shows a commitment of the top management with the audience.

Along with the message, the name of a product offered by the bank was promoted: Shared Mortgage Credit for couples without distinction of sex.

These actions demonstrate how social media can be used to gain the attention of a stakeholder and enter a new market. In the following video, you can see the campaign.

Western Union - An American Dream

When your target audience already knows your brand, your marketing efforts become more valuable. Western Union's (WU) 'American Dream Sweepstakes' campaign does just this.
Over the course of a year, WU conducted a campaign through social media to identify the real and modern dreams of Americans. They were interested in learning about things like college tuition, debt relief, and home down payments, which Western Union was able to offer as prizes.

Like Kabbage's business-oriented Help Your Customer Grow campaign, it was not about a product offering, but about the common values of a target audience.
It's also worth noting that it was a great effort. A Tweet doesn't do a marketing campaign, but as this campaign demonstrates, efforts on social media and online communities can offer very real rewards.

Conclusions

The audience that buys online is increasing by more than 100% every year. This means that you have a great opportunity to design and implement online marketing strategies to attract a large part of these consumers and guide them through the buying cycle.

In the 10 examples of financial marketing campaigns that we present, you can find a good marketing strategy for your different communication channels, which will help you create an online reputation and, of course, reach your target audience.

In addition, you must pay close attention to content marketing, a formula that cannot be lacking in a good digital campaign.

Your content can be any material that offers real value to your visitors, but also includes promotion of the services you offer. In this way, your brand will be more reliable and, therefore, it will make you more credible as an interlocutor for future interactions. Another element that must be absolutely present in the promotional campaign of your financial brand, of course, is marketing on social networks.

The correct use of your social platforms will allow you to exponentially improve the level of customer service. Also, the funnel that leads from the request for information to the conversion.

Don't forget about SEO!

Finally, a good financial marketing strategy cannot be done without a careful study of the interests and needs of the target audience. It should also help you to position yourself in the top results of search engines. Geolocated searches for particular services, for example, will make your customers converge on the branches in that particular territory.

These are some strategies that we have collected from the 10 examples of financial marketing, and that will help you create successful campaigns. But if you don't know where to start or just need advice and guidance on the subject, there are many marketing companies that can help you with your content and SEO needs.

These companies are trained and have the experience to put together a Marketing campaign for creative and imaginative banks, which will make your clients always remember you.

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