5 Things You Must Do to Market Your Financial Company

Investors Crave the Inside Scoop: They Want Advisors Who Keep Them in the Know!

Financial clients are seeking trusted advice to navigate another uncertain year, with informed investors 62% more likely to invest than others at 47%.

For financial firms to win big, they need to be the go-to experts that clients can count on.

In a world where things are always changing, that means having a few tricks up their sleeve. So, here are five must-haves to build trust and stand out to both loyal and new clients!

1. Omnichannel marketing: Be wherever your clients are, anytime, every time!

Omnichannel marketing creates a seamless brand experience across every client touchpoint—whether in-person or online—keeping engagement consistent and effective.

This strategy is being adopted across industries, from retail to finance, but financial institutions face unique challenges in tracking omnichannel success.

A recent Experian study found that 51% of financial firms use limited or inaccurate attribution methods, lacking clear data on which channels drive conversions.

To truly leverage omnichannel, financial companies must establish a solid data baseline to identify top-performing channels, optimize future strategies, and cut waste on low-ROI tactics. In omnichannel marketing, data truly reigns supreme.

2. Personalized communication

The financial services industry has long thrived on personal connections, with face-to-face meetings and one-on-one conversations being the gold standard for building client trust. But COVID-19—and the rise of younger, digital-savvy clients and advisors—has flipped the script.

During the pandemic, people became comfortable managing nearly everything online, and financial services were no exception. Face-to-face meetings plummeted from 56% to 12%, while video calls surged from 2% to 48%!

Now, as millennials enter their 40s, they’re seeking financial advice online. The future? A digital-first approach that blends technology with the human touch. While this shift may seem overwhelming, there are clear steps to get there—starting with social media.

Platforms like LinkedIn, with over 700 million users, have proven invaluable; in 2021, LinkedIn alone drove 46% of all social media traffic to company websites. It’s time to harness these tools to build trust, expand reach, and connect with clients in this digital-first landscape.

3. Subject-matter expertise

Social media is a powerful platform to share insights and showcase your expertise, positioning your company as the go-to choice in a crowded market.

Crafting valuable content—whether through articles, videos, podcasts, client testimonials, or social posts—signals your deep knowledge without overt self-promotion, sparking interest in your brand. Over time, as prospects and clients engage with your content, they’ll naturally see you as a trusted problem-solver.

And yes, client testimonials are now fair game! Recently greenlit by the U.S. SEC, testimonials provide relatable, unbiased proof of your expertise, making them a must-have in your content mix.

4. A buyer’s journey

You’ve likely heard of the sales funnel, but today’s marketing goes far beyond it. Enter the buyer’s journey—a roadmap that follows your buyer through five key stages: awareness, research, evaluation, activation, and maintenance. This journey reveals everything from buyer needs and pain points to where and how you can make an impact.

By understanding this path, you’re equipped to deliver value exactly when it’s needed, strengthening relationships and guiding buyers confidently toward activation. Plus, a clear view of the buyer’s journey keeps sales and marketing teams perfectly in sync: marketing knows how to prep buyers for sales, and sales knows exactly how marketing is drawing them in.

Collecting data along this journey is key—it allows you to fine-tune messaging, track engagement, and continuously improve outreach. It’s all about using insights to make each step in the journey smoother, more relevant, and more effective.

5. Data-driven insights

Data-driven decision-making is now crucial in marketing across industries, and financial firms are no exception. By integrating data, you can monitor campaign success, track prospects’ buyer journeys, and nurture existing clients.

To make the most of this, choose key performance indicators (KPIs) that capture your strategy’s impact. Pairing data automation with quality content primes your sales team with ready-to-buy prospects and lets you track ROI through CRM tools.

A data-driven approach also sharpens customer recognition across devices, saving time and enhancing client experiences by showing you understand their needs and behaviors.

Are you a financial professional looking to level up your digital marketing strategy?