Neil Patel

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Financial Services Marketing: What You Need to Know

A graphic that says "FInancial Service Marketing, What You Need To Know."

Are you struggling to keep up with the ever-changing landscape of financial services marketing? Effective marketing in this sector is deeply understanding and mastering the trends to stand out. Whether you’re just starting out or looking to refine your existing strategies, getting a handle on the nuances of financial services marketing is crucial.

Ever wonder why some financial institutions shoot up in Google rankings while others barely make a dent? This blog is here to explore those questions, offering you targeted strategies and proven best practices that really make an impact. Let’s dive in.

Key Takeaways

  • Marketing in the financial sector has shifted from passive to proactive, driven by consumer demand for personalized and direct interactions.
  • Fair Lending Laws and the Truth in Savings Act are shaping marketing strategies, ensuring fairness and clarity in financial communications.
  • Adopting a mobile-first and omnichannel approach is essential for engaging today’s tech-savvy customers effectively.
  • Providing valuable, educational content can increase customer loyalty and position your brand as a trusted financial advisor.
  • Personalized marketing and community involvement can strengthen customer relationships and enhance brand loyalty.


What is Financial Services Marketing?

Financial services marketing is a specialized branch of marketing focused on promoting and selling financial products and services. This niche targets a variety of consumers and businesses, aiming to match them with suitable financial solutions, from bank accounts to investment advice. 

Over the years, the approach in this sector has shifted dramatically. Gone are the days of passive marketing techniques that relied solely on brand loyalty and traditional media. Today, it’s all about being assertive and making sure your voice is heard in a crowded marketplace.

An ad for the Chase Mobile app.

Source: ReallyGoodEmails

Take historic bank JP Morgan Chase for example. They understand that connecting with their customers means getting with the times, and that means making people’s lives easier—in this case with scheduled automatic payments.

This transformation reflects broader changes in consumer behavior and technological advancements. Consumers now expect personalized, relevant interactions and are more receptive to marketing that speaks directly to their needs and pain points. As a result, marketers in this field have moved towards a more aggressive, data-driven approach that seeks not just to inform, but to engage actively and convincingly. 

The Difference in Financial Service Marketing

Marketing in the financial services industry is a whole different ballgame compared to other sectors. Here’s why: financial marketers operate under a strict set of regulations and ethical guidelines that influence every move they make. This doesn’t just shape the tools and tactics they use—it fundamentally alters how they engage and communicate with customers.

Compliance with laws like the Fair Lending Laws and the Truth in Savings Act is absolutely mandatory. These regulations ensure that all marketing communications are both transparent and fair, preventing any form of discrimination and guaranteeing that terms are clearly communicated. This rigorous legal framework requires that every piece of marketing content undergo thorough compliance checks, which might slow down campaign rollouts but boosts trust and reliability—key factors in financial services marketing.Trust is also one of the key factors in E-E-A-T (expertise, experience, authoritativeness, trustworthiness), which is an essential aspect of ranking in the SERPs.

A financial service institution’s affiliations—whether it’s part of a larger financial group or a standalone institution—can dictate its marketing strategies. These relationships can affect everything from product offerings to brand positioning and even the choice of marketing channels.

Considering these unique challenges, creating a fintech marketing strategy for banks and other financial institutions demands a robust and adaptable approach. Marketers need to expertly balance creativity with compliance, ensuring that every campaign captures attention and adheres strictly to regulatory standards.

Navigating this complex landscape requires a high level of expertise and an ongoing commitment to adapting both to new technologies and changing regulations. It’s a challenging yet rewarding arena where the right strategies can lead to significant success.

How to Bridge Finance and Marketing

Financial service companies must embrace a marketing approach that meets the rapidly changing expectations of consumers and leverages the latest technological advancements, making a mobile-first strategy essential. With most consumers accessing financial services via mobile devices, it’s critical for banks and financial institutions to ensure their digital experiences are optimized for mobile, enhancing both access and security at every point of interaction.

However, it goes beyond just optimizing for mobile—adopting an omnichannel philosophy is crucial. Customers expect a seamless experience across all platforms, whether they’re using mobile apps, browsing websites, engaging on social media, or visiting in person. Each channel must deliver consistent service and branding, creating a unified customer journey that builds trust and reliability.

Let’s look at some data from an NP Digital client to illustrate how effective SEO for banks can be. For one of our clients in the banking and financial industry, we’ve seen some impressive results:

  • Bank traffic increased by 57% year-over-year in Q4 of 2023.
  • Non-branded traffic (clicks) for banking terms grew by 53% year-over-year in the same period.
  • Organic traffic saw a growth of 120% in 2023 compared to 2022.
  • The number of funded accounts increased by 120% year-over-year.

These successes stemmed from a strategic blend of search engine optimization (SEO), content creation, and digital PR efforts. One innovative strategy involved using AI to distill key points from current blogs, enhancing the top of the articles with these insights. This technique improved the content’s value and helped us secure hundreds of new featured snippet rankings, boosting our visibility and traffic significantly.

Strengthen Customer Relationships with Content Marketing

In the financial services industry, trust is everything. As a marketer, one of the best ways to build this trust is through effective content marketing. This informs customers about your products and services and helps them by addressing their specific financial needs and questions.

First, really dive into understanding what your customers are up against financially. What keeps them up at night? Are they trying to grow savings, manage debt, or plan for retirement? Once you have these insights, you can create content—like blog posts, newsletters, and webinars—that speaks directly to their situations. This isn’t just good marketing—it’s providing a valuable service.

A quiz from Ally Bank

Source: Ally Bank

Look at Ally Bank as an example. They run a customer-focused blog that acts as a resource hub. This helps create more leads from content marketing by being genuinely helpful. Their approach positions them as a go-to financial advisor.

And don’t forget about the power of community engagement. Whether it’s sponsoring local events, holding financial education seminars, or supporting local initiatives, showing up in the community raises your profile and shows your customers that you’re invested in more than just business outcomes—it shows you care about their financial health and well-being. This kind of commitment builds deeper trust and loyalty, making your financial services stand out as truly customer-centric.

 Focus on the User Experience

When it comes to online interactions, nothing repels potential customers faster than a clunky, cluttered user experience. Messy interfaces can drive potential customers away faster than you can say “bank transfer.” It’s crucial to simplify processes, clean up your user interfaces, and ensure your websites and apps look good and function perfectly.

Speed is of the essence. Even a few seconds’ delay can frustrate users and lead to missed opportunities. Optimizing your site for fast load times is vital for boosting customer satisfaction and conversion rates. It’s also essential to focus on Core Web Vitals, a set of specific factors that Google considers important in a webpage’s overall user experience. These include loading performance, interactivity, and visual stability of the page, all of which can affect your site’s ranking and user retention.

Additionally, leveraging data-driven insights to customize the user journey is key to superior service delivery. By analyzing how users interact with your site, you can make well-informed enhancements to navigational flows and overall engagement. This attention to detail ensures that every interaction with your platform is smooth, satisfying, and strategically optimized to meet users’ needs.

Personalization is Key

Personalization is an expectation throughout all industries for any of today’s marketing efforts. Tailoring the user experience to meet individual needs and preferences enhances customer satisfaction and boosts retention. In the world of financial services, this could mean anything from providing customized financial advice to creating individualized browsing experiences on digital platforms.

And the stats prove it: 80 percent of consumers are more likely to do business with a company if it offers personalized experiences. Additionally, segmented and personalized emails don’t just feel more relevant—they perform better too, driving 30 percent more opens and 50 percent more click-throughs than unsegmented ones.

Credit Karma does a great job of personalizing emails to users’ exact credit stats, increasing the likelihood of them clicking on the email to see how they can increase their credit score.

An Intuit ad.

Source: ReallyGoodEmails

Embracing personalization sets your financial institution apart in a crowded market, demonstrating that you not only know your customers but also genuinely care about meeting their needs. 

Financial Service Marketing in Action: An Example Audit

Let’s take a real-world look at how an SEO audit can reveal actionable insights for a financial institution. In this case, we’re examining TD Bank to identify key areas where they could enhance their marketing and website SEO.

TD Bank does a lot right. They use a subfolder structure to offer a personalized experience for diverse customer groups and have a dedicated resource center for each customer segment. 

TD Bank's site structure.

Source: TD Bank

However, there are several opportunities for improvement:

  • Non-Branded Traffic: TD Bank heavily relies on branded traffic. While strong brand recognition is beneficial, they could mitigate risks associated with fluctuating brand demand by boosting their non-branded presence. This involves targeting broader banking terms and creating content attracting users at different financial journey stages.
  • FAQ and Q/A Content: Incorporating more question and answer-based content could help TD Bank capture more featured snippets and improve visibility for long-tail queries. This strategy helps in SEO and enhances user experience by directly addressing common customer queries.
  • Authority Building: TD Bank could improve its performance by implementing authority-building tactics. For instance, enhancing the authority of their pages through strategic content updates and gaining backlinks from reputable sites within the finance sector could boost their rankings, particularly for competitive keywords like “online checking account.”

By focusing on these areas, TD Bank could strengthen its SEO strategy, increase its organic search visibility, and attract more potential customers.


What are the key marketing strategies for banks and financial institutions?

Key strategies include leveraging digital marketing, focusing on mobile-first experiences, utilizing data analytics for personalized marketing, and maintaining compliance with financial advertising regulations.

How can banks and financial institutions enhance their digital marketing efforts?

Banks can enhance their digital marketing by adopting a robust SEO strategy, engaging with customers through social media, and using content marketing to educate and inform their client base.

What are some effective community partnership strategies for banks?

Effective strategies include sponsoring local events, offering financial literacy workshops, and partnering with local businesses to provide exclusive offers to the community.

How can banks utilize social media for marketing purposes?

Banks should use social media to provide customer service, share educational content, promote new products, and humanize their brand by highlighting community involvement and employee stories.

What role does customer outreach play in marketing for financial services?

Customer outreach is crucial for understanding client needs, providing personalized services, and building long-term relationships that foster loyalty and retention.

How do companies promote their products and services in the financial industry?

Promotion in the financial industry often involves a combination of digital advertising, email marketing campaigns, in-branch promotions, and personalized direct mail.


Mastering financial services marketing means staying ahead of the curve with strategies that resonate with today’s digital consumers. Emphasizing a seamless user experience (UX), personalized marketing, and robust SEO can dramatically elevate your brand’s presence. It’s about connecting with your audience where they are and leading them with confidence and clarity.

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