Last week, we brought you 4 Awesome Marketing Ideas for Finance Companies. Well, don’t say I’m not good to you because here’s another four!
For this blog, I’ve been rounding up my favourite marketers and asking them to share their favourite marketing ideas. Now it’s time to share them with you!
Right, enough preamble. Let’s get into the good stuff.
#1 Perfect on-page optimisation
If you want to keep your SEO in-house, there’s one simple rule: Keep. It. Simple.
It’s all well and good reading articles about fancy marketing tactics but if you don’t have enough time and resources, you’ll end up with a handful of half-finished strategies delivering exceptionally poor results.
When you’re starting off, concentrate on nailing the basics like your on-page SEO. Here are the key elements you need to tick off:
- Start your title tag with your keyword
- Use short, SEO-friendly URLs
- Wrap your title in a <h1> tag
- Think visual with images, videos and illustrations
- Use H2 tags for subheadings
- Use your keyword in the first 100 words
- Make sure your site’s responsive
- Add some internal links
- Boost your site speed
- Add some LSI keywords
- Add social share buttons
- Write longer content
Here’s Tutora founder Mark Hughes on the importance of good quality on-page SEO.
Many potential visitors to your website will first search on a search engine such as Google or Bing.
By adding a title tag and a description to your webpages, you give the search engines a helpful hint of what your website is about. Visitors will also have a good idea of what to expect when they click through to your site.
Well written title tags will, therefore, result in more website visitors and a more relevant audience.
#2 Segment your audience
Not everyone on your website is at the same point in the sales funnel. Let’s take a look at the iconic inbound funnel. (And if you haven’t heard of the inbound funnel, check out our free introduction to inbound eBook.)
Now let’s compare strangers and leads.
A stranger is someone floating out in the world who’s never heard of your business. In terms of conversion, they’re as far away as you get.
A lead, on the other hand, has found your company and interacted enough that you know they’re interested in your product or service. In terms of the inbound funnel, they’re as close to conversion as possible without actually being a customer.
If treat all customers the same regardless of where they are in the funnel, you’re going to generate pretty poor results.
I mean, someone who has never even heard of your business probably won’t care about case studies. Likewise, a sales qualified lead probably isn’t going to be converted by a funny piece of social media content.
Here’s Exposure Ninja’s Head of PR and Outreach, Charlie Marchant, on the necessity of audience segmentation.
The highest performing websites will often segment their visitors into multiple levels of ‘willingness to buy’. Those who are ready to buy right now can do so, but those who are in the research phase, curious or just killing time are catered for too. By offering lead generation ‘bait’ such as a free guide, sample or some other tasty tidbit, high converting sites collect the names and email addresses of people who, whilst they’re not ready to buy now, might be ready to buy in the future.
Creating this type of email database of existing and potential customers to market to (email marketing) is something that every business will need to do at some stage and most of them will say to themselves, “I wish I had started doing this earlier! It would have made life so much easier!” Collecting emails is useful on a number of levels, but the key reason is that it is a relatively easy way of retargeting old or potential customers that at one stage were interested in your business.
#3 Remember press releases
Yes, they’re ageing relics but newspapers still have an unbelievably huge audience. Here are the circulation figures for the five largest dailies.
- The Sun: 1.8 million
- Daily Mail: 1.6 million
- Metro: 1.3 million
- Evening Standard: 0.9 million
- Daily Mirror: 0.8 million
With circulations tumbling over the past five years, journalist numbers have been slashed and those that remain have taken on an ever-increasing workload.
If you send through a high-quality, pre-written story to a super stressed journo, they’re probably not going to throw it in the bin.
Here’s our senior content marketer, David Vallance, on the place of press releases in the modern digital era!
Be proud of your successes and shout about them via press releases. Build a relationship with journalists before sending your release out, though, or your announcement may end up in the bin. Good press releases can quickly turn into positive media coverage!
#4 Ask for Reviews
As we mentioned in our first finance marketing idea article, social proof is awesome. It’s weird but people just believe the stuff they read online.
The even better news is that reviews aren’t just great for users, search engines like Google love them, too.
Whether the review’s on a search engine’s own platform like Google Plus or third-party review sites like Trustpilot, positive user reviews help nudge your website up the rankings.
Here’s Aware Creative Solution’s Lorraine Wolfe on how to find reviews.
We were also sure to ask our customers for reviews on major review sites like Google My Business, Yelp, and Facebook. We did this right away when they signed up, we reminded them in almost every email communication we sent out, and we asked for reviews whenever they called in for support.
Many customers didn’t know how to post a review on certain sites, so I put together visual how-to guides on how to post a review on various websites.
So, there are four fantastic marketing ideas for your company. Now, I don’t recommend you try them all at once. All companies have a finite pot of resources and spreading them too thinly is the probably the easiest way to fail.
Instead, select one at a time and trial it for a couple of months. If you’re seeing results, double down! If, for whatever reason, it’s not bringing in many results, just move onto the next one.
Oh, and if four ideas aren’t enough for you, click here to download our free eBook 10 Awesome Marketing Ideas for Finance Companies.