Inbound Marketing for Financial Services
Inbound Marketing for Financial Services
Inbound marketing is all about your customers. It’s a customer-first approach to marketing your products and services that focuses on challenges and how best to solve them. By providing valuable information to your target audience, you can demonstrate expertise and build trust.
I’m a HubSpot inbound marketing consultant specializing in inbound marketing for financial services firms typically based in London and Kent.
What is Inbound Marketing?
Financial services inbound marketing is a proven methodology for generating leads that are qualified. A qualified lead is someone who is genuinely interested in your products or services, and therefore, is more likely to convert into a paying customer. After all, lead generation is a pointless exercise if the quality of your sales pipeline is poor and your conversion rate is low.
With inbound marketing for financial services, you attract your ideal customers through useful, relevant and valuable content that educates, informs and address pain points. In doing so, you demonstrate knowledge, thought leadership and your ability to solve a problem.
Inbound Marketing vs Outbound Marketing
The difference between inbound marketing and outbound marketing is synonymous with the concept of push vs pull. Inbound marketing is about pulling your ideal customers toward your product or service, whereas with outbound marketing you push your message in front of prospects.
A push strategy is typically a quicker way of moving a prospect through the buyer’s journey. On the other hand, pull strategies are concerned with building long-term relationships and are considered to be more effective than push marketing.
How Does Inbound Marketing Work?
An inbound marketing strategy not only attracts leads, when implemented effectively it also nurtures and converts them into customers. To attract leads, you need to be discoverable when someone is searching for information about your products or services. For example, if you are a mortgage lender you’ll want to be easily discovered online when someone is looking to learn about ‘buy-to-let mortgages’ or ‘mortgages for first-time buyers’.
As a HubSpot inbound marketing consultant, I create high-quality content about financial services, such as blog articles, how to guides, and white papers, that attract the right people at the right time, and allow you to capture contact details in exchange for valuable content.
It may seem counter-intuitive to give away your valuable knowledge for free. However, think about from a customer perspective, if you’re looking for a service provider that specializes in equity release or wealth management for example, and you know very little about that specialist area, you’ll be looking for a company that clearly knows their stuff.
This will be demonstrated through the depth of content and valuable information they provide on their website. The more information they provide upfront that resonates with your circumstances, the more you’ll trust them and want to work with them. Building trust is especially important for financial services and fintech firms.
Hubspot Inbound Marketing Consultant
I use HubSpot to create integrated inbound marketing campaigns for financial services firms. For example, I use both Google search ads and SEO - two of the most effective inbound marketing channels. Google search ads enable you to expedite your growth strategy and gain instant online visibility at a cost. Whereas, SEO is a long-term strategy that drives free, organic website traffic but typically takes longer to yield results. Using the two combined is a highly effective way of maximizing exposure in search engine results. By using HubSpot, you can track your source of new leads and create targeted lead nurturing email workflows.
Hubspot for Financial Services
CRM software and marketing automation tools, such as HubSpot, Marketo and Pardot, are essential for running inbound marketing campaigns at scale.
As a HubSpot inbound marketing consultant, I have experience in using HubSpot for financial services inbound marketing campaigns that generate measurable results.
Marketing automation software facilitates sophisticated lead nurturing workflows that seamlessly guide users through the buyer’s journey. Using automation tools, you can implement data-driven insights and analysis to deliver highly-targeted content and messages that increase conversions and delight customers.