Financial services marketing: strategies, tips, and examples

Financial services marketing requires a multichannel approach that spans various platforms such as websites, email, social media, and SMS texting while adhering to regulatory restrictions. The financial services industry is diverse and heavily regulated, necessitating a segmented marketing strategy targeting different customer niches with unique content and delivery preferences. A multichannel strategy helps build trust in the brand by allowing customers to select their preferred communication channels and personalizing communications based on customer profiles, preferences, and histories. This approach also ensures regulatory compliance by enabling customers to opt-in to direct-to-consumer marketing campaigns. Examples of multichannel marketing use cases for financial services providers include welcome and onboarding campaigns, promotions and seasonal campaigns, product recommendations, customer re-engagement campaigns, loyalty and member programs, surveys and market research, sales campaigns and concierge services, and refer-a-friend campaigns.