Transform Your Finance Marketing:
5 Strategies to Win New Customers
Want to learn about the digital marketing secrets top professionals use to attract customers in the financial sector? This article brings together insights from industry leaders to answer just that. Discover how a “People First, Banking Second” campaign kickstarts engagement and learn about the impact of custom calculators. With five expert opinions, you'll find a wealth of strategies to enhance your marketing efforts. Buckle up!
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People First, Banking Second Campaign
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Hyper-Local Content Boosts Engagement
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Educational Guides Drive Leads
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Content Marketing Builds Trust
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Custom Calculators Enhance Interaction
People First, Banking Second Campaign
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Nobody dreams about opening a checking account. But everyone dreams about what that account represents—the first car, the dream house, the kid's college fund, the family vacation that'll be talked about for years.
That's what hit me when working with a local bank that was tired of competing on interest rates and mobile app features. "What if," we suggested, "we stopped talking about banking and started talking about lives being lived?"
We called it "People First, Banking Second," and it flipped the traditional bank marketing playbook on its head. Instead of leading with products, we led with people. Like Maria, who walked into the bank branch one day with a crumpled business plan for her food truck. The bank didn't just see a loan application—they saw her grandmother's secret recipes and a dream of sharing them with the world.
The campaign wove together dozens of stories like Maria's. We created mini-documentaries that followed first-time homebuyers from apartment viewings to key handovers. Our social media didn't spotlight new credit card features—it showcased local businesses that grew from kitchen-table dreams to Main Street storefronts, thanks to someone at the bank who believed in them.
Even the website got a human makeover. Rather than the usual "Apply Now" buttons, we created pathways based on life moments: "I want to start a business," "I'm ready to buy a home," "I'm planning for retirement." Each path led to stories of people who'd been there, mixed with practical tools and guidance.
The numbers were impressive—new account openings up 40%, loan applications increased by 25%. But the real win? People started seeing the bank as more than a place to store money. It became a partner in their story, a believer in their dreams. As one customer put it, "They didn't ask about my credit score first—they asked about my goals first."
Banking is really about life's big moments. When you remind people of that, the products sell themselves.
Founder + Chief Storyteller, Tellwell Story Co.
Time to Get Seen and Found!
Hyper-Local Content Boosts Engagement
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For regional banks and wealth management clients, we've found that getting hyper-local is the secret sauce. Think blog posts like “How to Save for College in [Your Town] Without Losing Your Mind” or videos breaking down “Investment Tips for [State] Residents Who Hate Math.” Pairing this content with geo-targeted ads and emails turned the bank into the go-to local expert. The results? More clicks from local IPs, higher engagement, and a nice bump in account openings and in-branch visits. Turns out, people like it when you talk to them like a neighbor—not just another financial buzzword factory.
Founder & CEO, Prose
Educational Guides Drive Leads
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One effective strategy that my team has used for our bank and financial services clients is creating helpful educational content that targets their core audience. Here's a good example for you: we created these simple online guides on topics like "How to Choose the Right Mortgage" and "Investment Basics for Beginners." Then, we promoted these guides with Google search ads and social media posts on Facebook and Instagram.
That let us drive potential customers to a dedicated landing page where they are able download the guide by entering in their email address. We measured the success of this campaign by tracking the number of downloads from the landing page, the cost per lead, and eventually the percentage of those leads who became customers for our client. The campaign was a success in attracting new prospects for our client as well as building trust online.
Agency Owner, Web Designer and SEO Strategist, Brooks Manley Marketing
Run Circles Around The Competition
Content Marketing Builds Trust
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An effective digital marketing strategy for financial services is using educational content marketing to build trust and attract new customers. By creating blog posts, webinars, and guides addressing financial pain points or offering investment tips, I've positioned brands as reliable industry experts. Success was measured through lead generation metrics, tracking downloads of gated content, and monitoring engagement rates on educational campaigns. Additionally, conversion tracking linked these interactions to customer acquisition, ensuring the strategy drove tangible results while fostering long-term client relationships.
Founder, Twibi
Custom Calculators Enhance Interaction
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One of the useful strategies we applied to increase the interaction with our websites for the financial services industry clients was including custom financial calculators. The custom calculators embedded on the websites/landing pages provide the potential clients with insights regarding their mortgages, savings and other key aspects of their financial being.
To increase the reach, we further advertised the calculators through affected social media and sponsored promotions from financial blogs. Each interaction with the calculator required little fill-in, but great insights so that users could upload the results or book appointments.
We measured success by tracking metrics like conversion rates from calculator interactions, lead quality scores, and the cost per acquisition. Clients reported up to a 25% improvement in customer engagement and a significant boost in qualified leads compared to traditional ads. This approach ensures both utility for customers and ROI for the business.
Founder, Naxisweb
Seriously, Why Wait?