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Digital Marketing Tools for Financial Organisations

Posted by Tom Ritchie

The times they are a changin’, and whilst the financial services industry is steeped in tradition, regulation and laws, it’s also becoming more and more important to role with these changes to get the edge on competitors. While Ireland hasa thriving financial services and fintech sector, with that success comes competition and keeping your marketing department ahead of the rest has its challenges, so whether you need to implement a CRM to manage client relations or use social media more effectively to engage with target markets on a daily basis, there are many tools that can help make every marketing effort more effective.


Marketing Automation

At the top of the list of digital tools for financial services companies to consider sits the marketing automation platform.  Through email, content, social and sales driven tools they help track, measure and report on the success of different marketing campaigns. They can also be vital when it comes to merging the sales and marketing teams.

HubSpot does everything mentioned above, plus some. Although it can be expensive with all the add-ons, the all-in-one aspect of HubSpot is what makes it so effective.

Marketo is purely a marketing automation platform with a heavy focus on lead management and email marketing, so while it doesn’t have the comprehensive planning-to-content-creation-to-data analysis platform HubSpot provides, it can still be a very effective tool.

Infusionsoft is meant for small businesses, and is arguably even more complete than its competitors mentioned above due to its inclusion of an e-commerce function. The downside is that it can sometimes be a bit confusing, but the upside is that it is actually cheaper than the other automation platforms.

SEO Tools

Obviously, a huge part of any digital marketing strategy, SEO helps companies stand out from the crowd, which is particularly important in the finance industry due to it’s highly competitive nature. But there are some tools that can actually help you drive your SEO further.

SEMRush is a particularly effective SEO marketing tool that provides its users with SEO auditing, position tracking and competitive intelligence, along with ideas for gaining more organic traffic.

Screaming Frog uses a tool called the SEO Spider, which crawls sites and provides specific analytical feedback on what works, what doesn’t, and what you need to improve to turn your website into a growth-driven ROI asset.

Keywordtool.io Is a simple starter for people new to SEO or for marketing departments who need to, for example, rethink their financial services content to appeal to a larger audience. You enter a keyword into the search bar and it provides you with hundreds of keyword ideas based on that single word. The best thing is, it’s free.

Website Analytics

A key to measuring the success of site pages and content, website analytics will help you understand what is performing on site, and more importantly, what isn’t.

Hotjar is a nifty all-in-one analytics platform that gives you a heat map of exactly what your visitors are looking at. It follows their clicks, taps and scrolls on both mobile and computer to show you exactly what they are interested in so you can tailor your web pages to maximise the opportunities this insight brings.

Google Analytics - Simply put, if you aren’t using it, you aren’t at the races.


Email Marketing

This form of digital marketing has established itself as the centrepiece to great marketing campaigns. So, it’s important for companies in the financial industry to consider email marketing software as a key method of re-engaging with the contacts in their database to generate more leads and nurture them along the conversion path.

MailChimp is widely considered to be the top email marketing platform out there. Its simplicity and price makes it the go-to software for amateurs and professionals alike.

Get Response has a pretty similar platform to MailChimp, but has added the ability to build landing pages and host webinars.

Social Media Tools

Social media is a hugely effective channel, and is no longer confined to a young demographic. Every business, from SMEs to large financial institutions, needs to have a great social media strategy as part of their overall digital marketing strategy, to engage with the target market and promote a personable idea of what can be in the financial sector a rather faceless entity. There are a lot of great tools that can help organisations market themselves more effectively through social.

Sprout Social is a social media management and engagement platform that helps to make it easier for companies to better engage with customers, prospects and their target market. It has a simple dashboard and they offer a 30-day free trial.

Sendible is another social media management platform, the beauty of which is that you can do everything from scheduling posts months in advance, to measuring ROI from social activities.

Nanigans is multi-channel social advertising software. It focuses primarily on Facebook and is the tool of choice for companies like eBay, Forbes and JP Morgan.

Video Hosting

It is no secret that videos are currently the most popular form of online content, and even financial organisations can avail of this trend to capture more leads with compelling information displayed visually, but  to get those videos up on your site, you need a host.

Vimeo is a well-established platform for high-definition videos. It’s also ad-free, which cuts out most of the frustration involved with using YouTube, and ensures your organisation’s message won’t be adversely placed alongside the type of ad content you may not want to be associated with.

Wistia is also an excellent platform and is perfect for businesses who want to host videos on their site. It also has a CTA feature at the end of each video, which makes it easier for financial companies to target and drive traffic through specific videos.

While the financial services sector is your domain, digital marketing is ours, and we can help you create an effective campaign that will see you generate more leads and turn them into converted customers. Find out how we can help you by booking a call with us, or download our guide to creating a high-conversion website:

How to create a high-conversion website


Tom Ritchie

Tom Ritchie

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