Getting Started With Digital Marketing for Financial Services

It doesn’t matter if you’re using them to manage your personal or business finances. Financial services are a big part of everyday life.

Consider that:

A graphic that says "Getting Started With Digital Marketing For FInancial Services."

Roughly 92 percent of U.S. consumers have made some sort of digital payment in the last year.

Nearly half (45 percent) of bank consumers primarily use mobile apps to manage their accounts, while 27% use a computer.

The takeaway? If you’re in the financial services business, you need a digital presence (and a good one) to meet customer needs.

Let’s be real, though. It’s not that simple.

Finance is one of the toughest industries to market in. It’s highly competitive, heavily regulated, and built on trust.

To stay ahead, you need to harness the power of digital marketing for financial services. The right approach builds credibility, connects with customers, and drives growth.

Don’t worry. I’m here to help. Here are some top digital marketing strategies and best practices to help financial services and institutions thrive and grow.

Key Takeaways

Digital marketing isn’t optional in the financial services industry. It’s a must. The industry is evolving fast, and a strong online presence keeps you competitive.

Local SEO, pay-per-click (PPC) advertising, and social media aren’t just marketing buzzwords. They’re game-changers for attracting and retaining clients.

Trust and transparency win in finance. Personalized, educational content builds credibility and keeps customers coming back.

Data beats guesswork. Data-driven marketing strategies help refine campaigns and maximize return on investment (ROI).

Digital marketing agencies are your secret weapon. Their expertise, tools, and scalable strategies can help you stand out in a competitive industry.

What Is Financial Services Marketing?

Financial services marketing is all about getting the right products and services in front of the right people. It uses digital channels to attract, engage, and retain customers.

Consumers are handling everything from banking to investing digitally. If you’re not marketing where they are, you’re invisible.

Finance marketing includes strategies like:

Search engine optimization (SEO): This gets your firm ranking for critical, high-intent keywords like “best CPA near me” or “business loan rates.” That way, the right people find you.

Pay-per-click advertising (PPC): Google Ads and social media ads can generate instant leads and conversions for your financial institution.

Social media marketing (SMM): Building a professional social media presence within your industry builds credibility and engages your audience. Platforms like LinkedIn are great for business-to-business (B2B) community building. On the business-to-consumer (B2C) front, a 1-2 punch of Instagram and Facebook are phenomenal for marketing fintech products.

Email marketing: Personalized campaigns keep leads warm and turn one-time customers into loyal clients.

Content marketing: Blogs, guides, and resources help simplify complex financial topics so your audience trusts and understands your services.

Video marketing: Explainer videos, client success stories, and educational clips boost engagement and build trust faster than text alone.

American Express is an example of strong financial services marketing in action. It excels by combining SEO, content marketing, and social media.

The financial services company’s Business Class blog is filled with valuable content that speaks to small business owners, helping Amex position itself as a trusted financial partner. It covers topics like cash flow management, scaling strategies, and financial planning.

This approach isn’t just about brand awareness—it’s built to drive engagement and conversions. It’s like a customer acquisition machine.

Why Is Financial Marketing Important?

Financial marketing runs on two major forces:

Fierce competition: The U.S. has 4,000 banks, more than any other country on Earth. Here’s the thing, though: That number doesn’t include all the fintech tools/platforms, brokerages, and other entities that make up the financial services industry.

Heavy (and changing) regulation: Trying to keep up with financial regulations can make you dizzy. You can’t ignore them, though. Failing to comply can lead to major legal and monetary consequences.

With that reality in mind, digital marketing for financial services is vital. Here’s why:

Online presence is everything: More than three-quarters (81%) of retail consumers conduct research before a purchase. If they can’t find you, they’ll find a competitor.

Trust equals conversions: A staggering 88% of global consumers say trust is an important consideration when buying from a brand, but even if a customer is just using your services, that trust matters.

Fintech is disrupting everything: Fintech startups are shaking up traditional banking—you need digital marketing to keep up.

Regulatory compliance, simplified: The right digital tools and platforms automate compliance, keeping you protected.

Still think digital doesn’t matter for financial services? Consider that JPMorgan Chase invested over $15 billion in digital technology in 2023 to improve online engagement and the customer experience.

If the industry’s biggest players are doubling down, so should you.

What Differentiates Marketing for Financial Services?

Marketing financial services isn’t like selling sneakers or software—it’s about trust, credibility, and compliance. Here’s what sets it apart:

1. Building Trust and Transparency

Trust is non-negotiable. If customers don’t trust you with their money, they won’t do business with you.

That’s why financial brands need to prioritize transparency in their marketing. They need to reassure customers that their money and data are safe.

Even search engines like Google recognize this. The search giant places YMYL (your money or your life)—which includes content related to health or financial issues—under extra scrutiny. If your content lacks credibility, it won’t rank.

So, how do you prove you’re the real deal? Build up that credibility by infusing your marketing strategy with plenty of experience, expertise, authority, and trust (E-E-A-T).

NerdWallet nails this by using bio pages and author credits for its financial blog content. When readers see real experts backing the advice, they inherently trust it—and so does Google.

2. Navigating Complex Regulations

Marketing financial services goes beyond just getting customers. You must stay compliant while doing it.

Regulations from the Financial Industry Regulatory Authority (FINRA), Securities and Exchange Commission (SEC), and General Data Protection Regulation (GDPR) impact everything from ad copy to data collection.

Your digital marketing team needs to be well-versed on the rules.

3. Personalized Messaging

Customers expect personalized experiences. When it comes to money, that expectation is even higher.

Financial services marketing requires a balancing act of finding ways to provide that level of personalization while also maintaining scalability to grow.

4. Handling Complex Products

For a lot of people, finance can be intimidating. And your audience probably won’t buy your product or service if they don’t understand it.

That’s why educating your customers is just as important as selling to them. This often means educating the user on your products or services (which can be complex in themselves) AND on financial concepts and best practices.

Clear, jargon-free content is vital for engaging audiences and building trust.

Top Tips for Your Financial Services Marketing Strategy

1. Leverage Local SEO (for Physical Institutions)

Entitles like banks have to balance a growing need for digital marketing with managing physical locations.

Local SEO is essential to bridging this gap.

Optimizing for location-based searches means that when customers search for terms like “best credit union near me” or “mortgage lender in [city],” you’re the first name they see.

Start by claiming and optimizing your Google Business Profile. Make sure your NAP (name, address, phone number) information is accurate and consistent across all directories.

Additionally, create locally focused content. You might blog about market trends in your city, financial planning for local homeowners, or community events your institution supports—whatever makes sense for your niche.

You’ll also want to build backlinks from reputable local sources.

An example of a local backlink for financial services.

And finally, score as many five-star reviews as possible. Ask happy customers to leave feedback (and make it easy for them to do so). Positive reviews on Google and Yelp can greatly improve local rankings and credibility.

2. Implement Hyper-Targeted PPC Campaigns

General paid advertising won’t cut it in the financial sector.

You need hyper-targeted PPC campaigns that reach the right audience segments with the right offers and messaging.

Use advanced audience targeting features in Google Ads and LinkedIn Ads to reach users by their age range, income level, industry, or interests. For example, when I look up investment brokerages for beginners, this Robinhood ad is the first thing I see.

A Google result for investment brokerages for beginners/

The ad emphasizes the financial trading platform’s large user base, easy onboarding, and intuitive tools and design. That gives it instant credibility for those on the brink of converting.

There are other practices you can use to put the right ads in front of the right audience:

Geo-targeting focuses on users within a set radius of your branches, delivering your ads to local prospects.

You can also retarget website visitors with tailored ads based on their past interactions to increase conversion rates.

3. Create High-Value Content

In the financial sector, trust and expertise are everything. The best way to earn that trust? Educate. Don’t just sell.

Creating valuable educational content positions your brand as an industry authority.

Embrace content marketing to simplify complex financial topics with clear, jargon-free explanations.

Incorporate infographics and interactive tools like mortgage calculators to engage users even more.

And don’t overlook SEO. Optimize your content to boost organic visibility and drive long-term traffic.

Need inspiration? The Penny Hoarder is a quality-content powerhouse. It covers a wide range of finance topics in a relatable, anxiety-free tone, making money management feel doable as opposed to overwhelming.

Social media isn’t just for B2C brands. Smart financial institutions use it to connect, educate, and build trust.

A strong social presence humanizes your brand and builds credibility. Whether it’s breaking down financial concepts in a simple Instagram Reel, answering questions live on LinkedIn, or sharing customer success stories, engagement drives trust—and trust drives conversions.

Consider launching interactive content like Q&A sessions, live webinars, or polls to drive engagement.

Brands like Chime use social media effectively to humanize their services and connect with younger audiences.

5. Implement Email Marketing

Email isn’t dead. It’s one of the highest-ROI marketing channels out there, generating an average return of $36 for every $1 you spend.

In finance, blasting generic emails won’t cut it. Relevance is everything.

Think of your emails as a conversation. A new customer shouldn’t get the same message as someone who’s been with you for years.

The more tailored your emails, the more they resonate. A first-time homebuyer, for instance, might appreciate a step-by-step mortgage guide, whereas a long-time investor might respond better to exclusive market insights or early access to financial products.

Automation is another game-changer. Automate email workflows for timely communication, such as reminders for loan applications or investment tips.

And don’t forget the basics: mobile-friendly design, clear calls to action (CTAs), and copy that feels personal—not robotic. The more your emails feel like a trusted financial advisor rather than a sales pitch, the better your engagement (and conversions) will be.

6. Use Marketing Automation

Marketing automation streamlines repetitive tasks and improves personalization. Tools like HubSpot, Marketo, and ActiveCampaign can automate email campaigns, lead nurturing, and customer segmentation.

For instance, say a user downloads a guide on “Retirement Planning.” Instead of leaving them hanging, an automated workflow can send a follow-up email with tailored insights, then nudge them toward scheduling a consultation. No extra effort required.

Done right, automation feels personal. It keeps customers engaged, moves them down the funnel, and minimizes the time your team spends on busy work.

7. Prioritize Mobile Optimization

Your audience isn’t sitting at a desktop to check their finances. They’re banking, investing, and applying for loans on their phones.

If your site isn’t built for mobile, you’re losing leads before they even get started.

A slow, non-responsive website can lead to high bounce rates and drive away those leads. Make sure your website is mobile-friendly, with fast loading speeds, responsive design, and clear CTAs.

Tools like Google PageSpeed Insights can help diagnose performance issues. It’ll flag issues holding you back so you can fix them before they cost you conversions.

A seamless mobile experience keeps users engaged and ready to do business.

8. Monitor and Analyze Metrics

You can’t just resort to guesswork with digital marketing for financial services. Data-driven marketing is essential for success.

Lean on tools like Google Analytics, Semrush, and HubSpot to track performance metrics like traffic, conversions, and ROI. Implement A/B testing for landing pages and ads to continuously refine your strategy.

Monitor which content and campaigns yield the best results, and allocate more resources to high-performing areas. Data insights allow for smarter decisions and better ROI.

Smart marketers track, test, and optimize until every dollar spent delivers results.

We’ve been hammering home the point that trust is essential in financial marketing. Well, nothing builds trust faster than social proof.

Customers don’t just want to hear what you say about your brand. They want to see what others are saying.

Use client testimonials, case studies, and third-party reviews to build credibility. Showcasing awards and industry recognition also reassures potential clients of your expertise.

Platforms like Trustpilot or Google Reviews can amplify positive feedback.

You can take it a step further by sharing customer success stories on social media or in blog content to build deeper connections with your audience.

10. Offer Free Financial Tools and Resources

Want to attract leads and build authority? Give people something they can use right now.

This might include budgeting calculators, financial health checklists, or interactive savings goals planners. These tools attract visitors and establish your authority in the industry. And when users rely on your tools, they’re more likely to become paying customers.

For example, a bank could offer a free mortgage calculator. Or a certified public accountant (CPA) firm might provide a downloadable tax prep checklist.

Bankrate’s mortgage calculator is a great example. It’s easy to use, visually intuitive, and provides instant insights into loan terms, interest rates, and monthly payments.

Resources like this create lead-generation opportunities and win the trust of potential clients.

How Agencies Can Help with Financial Services Marketing

Financial marketing is tough and competitive. If your team doesn’t have the right expertise, tools, or bandwidth, staying ahead can feel impossible.

An experienced digital agency can help your team fill the skills gap and compete with other institutions.

Here’s what the right agency brings to the table:

Tailored strategies: Custom marketing plans aligned with regulatory requirements.

Advanced tools: Access to premium analytics, automation, and SEO tools.

Scalable campaigns: The ability to scale marketing efforts across channels and markets makes sure you can always meet your customer base’s needs.

As an example, a year after its launch, the Lantern by SoFi product was struggling against highly visible competitors like NerdWallet and Bankrate. Lantern’s primary issue: It lacked the content depth and authority needed to compete with these established brands.

NP Digital helped Lantern by SoFi overcome these issues with a comprehensive SEO strategy. This included:

Creating six content hubs with 800+ pieces of optimized content

Enhancing E-E-A-T signals

Launching a robust digital PR campaign with over 500 media placements

Improving internal linking

Leveraging Google paid search data for targeted content creation

The results?

561% increase in organic search

1,164% increase in top search rankings

260% rise in conversions

This is a key example of how expert agency support was able to help overcome the competitive barriers that can hinder digital marketing success in this sector.

FAQs

What are the best strategies for financial services marketing?

Focus on local SEO, personalized content, and data-driven campaigns to attract and retain customers.

How can digital marketing help financial institutions?

The best strategies for financial services marketing include local SEO to improve visibility in regional searches, personalized content to engage and convert customers, and data-driven campaigns for better targeting and ROI. Additionally, building trust through thought leadership, leveraging omni channel efforts, and ensuring compliance with industry regulations can further enhance success.

What tools are essential for financial services marketing?

Tools like Google Analytics, HubSpot, and Marketo help track performance, automate workflows, and optimize campaigns.

Conclusion

For financial institutions, digital marketing can be the difference between thriving and falling behind. The competition is fierce, regulations are complex, and customer expectations are higher than ever.

There’s some good news, however: The brands that embrace digital marketing the right way—through smart SEO, automation, social engagement, and expert partnerships—are the ones that win.

This isn’t just about driving traffic or getting clicks. It’s about building authority, earning trust, and creating meaningful connections with customers who need financial guidance.

The institutions that commit to a strong digital presence today will dominate the industry tomorrow. So the real question is: Are you ready to lead, or will you be left behind?

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Getting Started with Digital Marketing for Financial Services

Key Takeaways

Table of Contents

What Is Financial Services Marketing?

Why Is Financial Marketing Important?