Top 5 digital marketing tools put to work

Lead gen hacks for growth marketers [part 3]

Are you trying to hammer a square peg into a round hole? You probably could if you tried hard enough, but it’s not the most efficient use of your tools.

The same goes for digital marketing. It’s better to first understand the tools before you start using them to communicate. 

If you’re ready to put the 5 essential digital marketing tools to work for your financial brand, kit, read on!

A person attempting to use a pipe wrench on a digital workspace, humorously illustrating the concept of using the wrong tool for the job.

Stop… Hammer time
Right-tool-for-the-job time 

In part 1 of this series, we shared how some businesses get addicted to leads, and the reason why they get stuck marketing to the Attract+Convert phases of the customer journey.

Last time, we discussed four obstacles to effective marketing and how to overcome them.

But before we get into what to say, we should discuss the wonderful toolkit at your disposal to help you deliver and analyze your messages as effectively as possible.

1. Social media

Focus on this medium to grow your “top of the funnel” Awareness leads. Social media invites customers and prospects to engage with you and lets you easily convey your point of view via text or with visuals. With automation tools like SocialPilot, Sendible, Buffer, and Hootsuite, you can make sure you are scheduling and planning updates on a schedule.

PRO TIP: You don’t have to be everywhere at once. Master one social media platform at a time, and only jump onto a new platform when you’re sure the first is delivering. Take the time to decide when it’s best to engage with your audience. According to Hootsuite, here are optimal posting frequencies on the following social platforms:

Instagram: Post between 3 and 5 times per week.
Instagram Stories: Post 2 times per day.
Twitter: Post between 2 and 3 times per day.
Facebook: Post between 1 to 2 times per day.
LinkedIn: Post between 1 to 2 times per day.
TikTok: Post between 3 and 5 times per week.
Pinterest: Post at least 1 time per week.
• Google My Business: Post at least 1 time per week.

2. Marketing automation + Customer Relationship Management (CRM) 

With today’s marketing technologies, you can connect with and deliver meaningful messages to the right customers, including guiding them through a customer journey, to simple marketing and product updates. For example, regular email marketing can help with your retention of customers

Of all digital media available to a business, every objective piece of analytical research shows email has the highest ROI: a jaw-dropping 3600+ percent return on investment. That’s an average of $36 for every $1 spent.

We’ve said it before: Email marketing isn’t dead.

With CRM platforms like Salesforce, HubSpot, and Zoho, you can automate follow-ups, set reminders for customer engagement, and analyze customer behavior to tailor your marketing efforts.

PRO TIP: Use the CRM to segment your audience based on their interactions with your business. This allows for more personalized communication, which is key in converting leads to customers and retaining them.

3. Company Website

Your website is, of course, your very own digital “real estate” that provides visitors a view into the expertise and credibility they expect from a strong financial brand.

We recommend every website undergoes a technical SEO audit for a baseline understanding of issues that may deter customers from finding and staying on your website.

Next, you can start thinking about design.

After that, a solid content library can help establish your authority and persuade your site visitors to hire you.

Navigating the intricacies of a website project can pose a significant challenge for busy financial teams. Avoid some of the potential pitfalls with our design guide.

12 Financial Advisor website designs & why they work

4. Analytics and Measurement

Understanding the effectiveness of your marketing campaigns is crucial, and that’s where analytics tools come into play.

GA4, Adobe Analytics, and Mixpanel can provide insights into website traffic, user behavior, and campaign performance. These insights help refine your marketing strategies and optimize ROI.

PRO TIP: Regularly review your analytics to identify trends and areas for improvement. Use this data to adjust your marketing strategies for better results.

5. Compliance and Security

In financial marketing, adhering to legal and regulatory requirements is non-negotiable. Ensure your digital marketing practices comply with FINRA, CFPB, and in Europe, GDPR and other consumer protection bodies.

If you’re working with strategic partners or freelancers outside the institution, they must have experience with these guidelines.

Tools like OneTrust or TrustArc can also help automate and manage data privacy and compliance.

PRO TIP: Regularly update your privacy policies and marketing practices to comply with the latest regulations. Educating your team on these aspects is crucial to trust and integrity with your customers

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