Digital Marketing for Financial Services Workshop


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For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if its business is almost entirely along more direct B2B lines? Can more traditional means – such as e-mail marketing – still be profitable and, if so, how?

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  • Digital Marketing for Financial Services Workshop

    1. 1. B2B and Wholesaling Digital Marketing<br />Workshop<br />
    2. 2. Agenda<br />1. About Us<br />2. The Challenges of B2B Digital Marketing<br />3. Part 1 - Content<br />4. Part 2 - Measurement <br />5. Part 3 – Channels<br />2<br />
    3. 3. H2 Overview<br /><ul><li>Outsourced marketing strategy, planning, production, development, management
    4. 4. Services-oriented – financial, associations, regulatory, technical
    5. 5. Integrated: interactive, graphic design, PR, marketing</li></ul> Brains – trained with experience & theory<br /> Fresh eyes – insight & vision<br /> Hands-on – senior involvement<br /> Arms & legs – to get the job done fast<br />3<br />Hardworking creative & execution – not fluffy or funny<br />
    6. 6. About You!<br />4<br />
    7. 7. Challenges of B2B Marketing<br />Requires longer lead times<br />B2B products can require greater investment of money, knowledge and planning than B2C products – fewer targets, more complex decision-making<br />In financial services<br />Products are complex, client knowledge varies as do trust levels – building relationship to serve one-to-one<br />5<br />
    8. 8. Challenges in B2B Digital Marketing<br />6<br />Businesses no longer have to go to your site to determine if they want to engage<br />Online financial communications rules are changing<br />The world is becoming more connected and, therefore, more easily distracted<br />“You have 25 seconds of focus time to get your message across”<br />
    9. 9. Part 1: Content<br />Content is stillKING and must be:<br /><ul><li>Fresh, unique and relevant
    10. 10. Captivate and engage your visitors to entice return visits
    11. 11. Add value to your reader:
    12. 12. Information
    13. 13. Perspective
    14. 14. Relationship/Connection</li></ul>7<br /><ul><li> Explanation
    15. 15. Definition
    16. 16. Ideas</li></li></ul><li>The DOs and DON’Ts of Content<br />8<br />DON’T use overly promotional content<br />0 clicks<br />DOmix product offerings with engaging and value-adding content<br />58 clicks<br />
    17. 17. The DO’s and DON’TS of Content<br />9<br />DON’T forget to ensure that your content is relevant and translates well for digital channels <br />DOensure that your content can stand on its own, regardless of whether it lives on your website or on a mobile app<br />A leading technology support service website.<br />Original URL:<br />
    18. 18. The DO’s and DON’TS of Content<br />10<br />DON’T post the same content across all digital channels<br />DOrecycle your existing content wherever appropriate<br />
    19. 19. 11<br />Social Media – Anatomy of a Tweet<br />91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research -<br />
    20. 20. 12<br />Social Media – Anatomy of a Tweet<br />91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research -<br />1<br />The message<br />
    21. 21. 13<br />Social Media – Anatomy of a Tweet<br />91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research -<br />2<br />URL<br />1<br />RC<br />
    22. 22. 14<br />Social Media – Anatomy of a Tweet<br />91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research -<br />1<br />3<br />2<br />Twitter user<br />
    23. 23. 15<br />Social Media – Anatomy of a Tweet<br />91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research -<br />1<br />4<br />3<br />2<br />RC<br />Hashtag / Trend<br />
    24. 24. Part 2: Measurement<br />“Measure Twice, Cut Once”<br />Start with basics and evolve<br />Each channel has its own metrics <br />Success is defined by the metrics you use<br />16<br />450<br /><ul><li> Downloads
    25. 25. Open rate
    26. 26. Comments
    27. 27. Pageviews
    28. 28. Followers
    29. 29. Subscribers
    30. 30. Postviews
    31. 31. Favourites
    32. 32. Diggs</li></ul>321<br />
    33. 33. Measuring Success<br />17<br />Measuring success on the web is as simple as accessing your stats software<br /> and as difficult as not knowing what it all means!<br />
    34. 34. Measuring Success<br />Choose metrics that align with your business objectives: <br />18<br />Business ObjectiveMetrics<br />To increase awareness Impressions<br /> Brand mentions/sentiment<br />To generate sales leads Unique visitors Avg. time spent on site<br /> Bounce rate Sales<br />Customer growth / loyalty Avg. time spent on site<br /> Referral traffic source<br />
    35. 35. Break Time <br />Come back in 15 minutes <br />19<br />
    36. 36. Part 3: Channels<br />20<br />Which channels are right for your content and your business?<br /> Email<br /> Mobile<br /> Social Media<br /> Other<br />The average ROI from email marketing is $57 per $1 spent1<br />
    37. 37. Email<br />21<br />Essential tool in B2B marketing:<br />Quick announcements<br />Quarterly updates<br />Disclosure<br />Easiest and cheapest way to get a quick read on client engagement AND sales force performance<br />Work it<br />Your own list, but change it up<br />Paid or rented lists<br />
    38. 38. Outbound Email – Case Study<br />Each quarter, Sionna Investment Management utilizes their outbound email to direct clients to their website and to private materials on semi-private pages.<br />22<br />
    39. 39. Mobile<br />23<br />YOU MUST ensure your website works on a 3.5” screen<br />Don’t boil the ocean<br />Start and evolve<br />Basic technology for mobile redirect is very accessible and not as complicated as you may think<br />Applications – just because you can, doesn’t mean you should!<br />Speed, data and need for mobile access are drivers<br />
    40. 40. Social media cannot be ignored...<br />¾ of online traffic visits are to social networks and blogs<br />22% of online time is spent on social sites<br />77% of Facebook, LinkedIn and Twitter users have at least some college education<br />Users aged 35+ are the fastest growing demographic on Facebook<br />41% of the Facebook population are over the age of 45<br />33% of Facebook users earn at least $75,000 a year<br />24<br />
    41. 41. Common Questions...<br />How do you get started with social media?<br />How do you know when you’re successful with social media?<br />How do I find value in social media?<br />25<br />
    42. 42. Social Media - Quick Hits<br />Wikipedia – good, but watch being too promotional<br />Video content – YouTube makes it easy, but some have issues with the ‘ick’ factor<br />LinkedIn – get your company profile updated and involve HR<br />Secure your company call signs on big channels<br />26<br />
    43. 43. Social Media – Two Corporate Approaches<br />Direct – Tweeting, managing Facebook presence, active<br />All in<br />Leading position – greater upside<br />Indirect – strong starting point for financial B2B<br />Ensure your content is easily portable and PROMOTED to your sales channels for them to repurpose <br />Just as much work, but a more secure starting point for cautious corporations<br />Easier to withdraw from<br />27<br />
    44. 44. Thank You!<br />Christine Saunders<br />Vice President<br />Ragul Chari<br />Interactive Communications Manager<br /><br /><br />36 Toronto Street,<br />Suite 800<br />Toronto ON M5C 2C5<br />Tel: 416.862.2800<br />Fax: 416.862.2900<br />28<br />