How Financial Services Marketing Impacts Your Clients’ Customer Journey

Today’s customer journeys are highly impacted by digitalisation. With more and more brands, businesses, and service providers looking for alternative ways to stay competitive, consumer journeys have become a diverse experience that’s affected by several factors. In fact, according to BCG, financial institutions are faced with three main trends in marketing today: the digitalisation of consumer journeys, growth of e-commerce, and personalisation. For the sake of this story, we’ll focus on the digitalisation of consumer journeys and how today’s financial services marketing impacts your clients’ customer journey.

Just two decades ago, the customer journey map was pretty straightforward. Customers would see ads on TV, the newspaper or magazine, or hear them on the radio, and eventually head to a physical store or office to obtain a product or service. That is no longer the case today, as the customer journey is now peppered with twists and turns, especially with the influence of digital marketing. In fact, Smart Insights reported that only 2% of customers purchase a product on their first visit to a website. The rest? These customers are most likely busy doing research on their mobile phones, tablets, or computers, looking at your website, your competitors’ website, and other such resources to decide for themselves which one is worthy of a call or purchase.

When it comes to marketing your financial services, your B2B business needs to understand the many marketing touch points your customer will encounter before making that final phone call or purchase. Today’s financial services marketing involves bringing together the talents of IT professionals and marketing professionals to deliver digital marketing strategies that work efficiently and effectively. Your business can also benefit from B2B marketing consultants that can help you develop financial services marketing strategies that will help create a better impact on your clients’ customer journey.

Influencing Your Client’s Customer Journey Through Financial Services Marketing

In order for a customer journey to end in a sale or acquisition of a product or service, your customer should be led through experiences that are meaningful to them. Customers are, more often than not, in need of specific solutions to their problem, or answers to their questions. That’s where your financial services marketing strategy should come into play. From your website to your social media and other marketing channels, your customer should be won over and should be able to find his or her way to you. Signal suggests the three C’s strategy that will provide a better experience for your customers, regardless of what channel or device they are using to find your business.

Create a seamless online experience.

Because customers no longer follow a singular, linear path towards acquisition, your B2B business must adapt. On top of maintaining a good website that represents your company and your values well, you must have a digital marketing strategy in place to ensure that your social media, blogs, and other digital media remain consistent in its message. All these things must be aligned with your business goals, which will dictate your marketing objectives. Creating a seamless online experience will encourage visitors to come back to your website and use it to their advantage. Whether they are looking for financial solutions or would want to talk to an expert, let your website and social channels be a resource for those in need. About two thirds of smartphone users admit that a mobile-friendly site increases the likelihood of them purchasing a company’s product or service. As much as 74% are more likely to return to your site if it is mobile-friendly, Signal reported.

Capture and keep their attention.

Capturing an audience’s attention is one thing, keeping it is another. On top of creating valuable content on your website, blog, and social channels, you must ensure that your website is loading fast enough. After all, what use is great content when visitors won’t sit around long enough for it to load? Today’s users are impatient. They want answers quickly, which is why your website must be optimised to load efficiently. It’s a proven fact that website loading times directly affects conversion rates. Did you know that just a one second delay results to a 7% decrease in conversions? Hubspot also reported that 79% of customers who are dissatisfied with a website’s performance are less likely to buy from that website again. When it comes to mobile, 64% of users expect pages to load in 4 seconds, while 45% of customers expect a webpage to load in 2 seconds. Keep this in mind when optimising your website.


Calibrate your financial services marketing website and align with your customers’ needs.

Personalisation has long been a buzz word when it comes to financial services marketing. To stay ahead of the competition and connect with customers better, B2B businesses must connect on a personal level. This is where personalisation comes into play. It’s important because this is how businesses can capture a customer at the right time and at the right place, thereby landing a sale or a phone call. Information such as where your customer is and what device he or she is using while searching for your business can give you unparalleled insight on their behaviour and needs. Once you understand this, you can better calibrate your site and your marketing efforts so you can capture leads better and gain customers more efficiently.

How can your financial services marketing influence your clients’ customer journey?

Having B2B digital marketing strategies in place helps you create a better customer journey for your clients. It is a way in which you can acquire leads more effectively, by leveraging data on your customers’ online behaviour and determining which creative messages to send them depending on what stage in the conversion funnel they are in. Such strategies can also help your business remarket to those who were interested but did not push through with a phone call or a sale. To create a bigger impact on your clients’ customer journey and to propel them forward, partner with a financial services marketing agency that understands your business goals and marketing objectives. Contact us today to learn more.


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