By Nicola McCoosh, founder and CEO of Yada Yada Finance
In today’s competitive financial services landscape, many lenders and brokers struggle to meet their growth targets when relying solely on ad-hoc or siloed marketing activities. Whether it’s sporadic social media posts, one-off email campaigns, or scattered paid ads without clear objectives, this fragmented approach limits both brand potential and business development. Without a cohesive, insight-led marketing strategy, efforts to build awareness and engage clients fall short, leading to wasted resources and missed opportunities.
But here’s the good news: with a smart, insight-led marketing strategy, you can cut through the noise, engage the right clients, and set your business on the path to sustainable growth.
Here are Yada Yada Finance Marketing’s top tips to build a cohesive marketing strategy that delivers results
1. Stop the Siloed Marketing: Why a Cohesive Strategy is a Must
The biggest mistake we see in finance marketing is ad-hoc, siloed activities. Using disconnected marketing tactics that fail to support broader business objectives. This fragmented approach does little to build a brand or nurture lasting client relationships.
You might get short-term wins from these disconnected efforts, but to really grow, you need an insight-led marketing strategy that integrates all your channels. Consistency is key.
The financial services sector is unique in that trust and expertise are paramount. Clients are making significant financial decisions, whether it’s securing a mortgage, refinancing debt, or investing in their future. To build trust, lenders and brokers need to provide consistent, valuable content that speaks to client needs. When your marketing is disjointed, you’re missing the opportunity to deliver a seamless, engaging client experience. Whether it’s paid ads, content, or social media, every part of your marketing should be working together towards the same goal: growing your business and building trust.
2. Know Your Client (KYC)—And Not Just Their Finances
As a lender or broker, you’re already familiar with KYC in terms of compliance—verifying a client’s identity and financial history to ensure they’re legit. But there is an opportunity to know your client, beyond just the paperwork. A well-crafted marketing strategy is not just about putting out more content or running more ads—it’s about understanding who your ideal clients are, what they need, and how you can meet those needs at each stage of their journey. An insight-led marketing strategy leverages data and market research to identify key audience segments, their pain points, and the types of solutions they’re seeking.
For example, a mortgage broker might discover that a large portion of their audience is made up of first-time homebuyers who are overwhelmed by the buying process. Armed with that knowledge, the broker can create content that demystifies mortgages, such as educational videos, blog posts, and downloadable guides, tailored to this audience’s specific concerns. This not only attracts new clients but also positions the broker as a trusted expert in the field.
An insight-led strategy provides a roadmap for engaging the right clients at the right time with messages that resonate. It’s not just about making noise—it’s about cutting through the noise to deliver meaningful client interactions.
3. Build a Consistent Brand: It’s More Than Just a Logo
A strong marketing strategy also helps financial businesses establish and grow brand awareness. In a crowded marketplace, especially in the financial services sector, it’s crucial for lenders and brokers to stand out by building a recognisable, trustworthy brand. This involves not only having a memorable logo and strapline but also delivering consistent, high-quality messaging across all touchpoints.
At Yada Yada Finance, we work with financial firms to help them create a strong, recognisable brand across all platforms. This isn’t just about having a slick logo or catchy tagline—it’s about ensuring that your messaging is consistent across every touchpoint. Confused clients won’t stick around, especially when it comes to their finances.
Brand consistency reinforces trust, which is critical when clients are making important financial decisions. Whether a potential client encounters your brand through social media, a blog post, or a Google ad, they should experience the same level of professionalism and expertise. Your brand is your reputation. Inconsistent messaging across platforms or campaigns can confuse potential clients and erode trust, which is the last thing any financial services provider wants.
4. Integrate Your Marketing Efforts: Make It All Work Together
Siloed activities occur when different marketing efforts—such as paid advertising, social media, or email marketing—operate independently of each other, without a unified strategy. This often results in misaligned goals, inconsistent messaging, and a lack of overall cohesion in the client’s journey from awareness to conversion.
To grow your client base and business, marketing efforts must be connected across all channels, with a unified focus that reflects your brand’s core values and offerings. For example, a client who clicks on a Facebook ad should find the same messaging and value when they visit your website or receive a follow-up email. Consistent communication and a seamless user experience across all platforms will help build trust, increase client engagement, and drive conversions.
5. Nurture Leads: Don’t Let Clients Slip Through the Cracks
Financial services firms that implement an integrated marketing strategy will see more impactful results, particularly in terms of client acquisition and business growth. By aligning all marketing activities to work together, lenders and brokers can create a stronger brand presence, generate more qualified leads, and foster long-term client relationships.
A coordinated approach allows you to target your ideal client segments more effectively, using a combination of digital marketing, content creation, SEO, and paid advertising to guide them through each stage of their decision-making process. For example, an initial paid search ad might raise awareness about your services, while a follow-up email campaign and retargeted social media ads provide deeper information, client testimonials, and offers that encourage action.
You don’t want to lose potential clients halfway through their journey because your messaging is disconnected. An integrated strategy keeps clients engaged and moves them closer to conversion with every interaction.
Conclusion: Play the Long Game for Sustainable Growth
In a fast-paced, highly regulated sector like financial services, building a strong marketing foundation is crucial for long-term growth.
While ad-hoc marketing efforts may provide some short-term wins, they’re not enough to support sustained business success. An insight-led, integrated marketing strategy is essential for financial lenders and brokers to grow their brand, engage their target audience, and achieve their growth goals.
By committing to a strategic approach, financial services businesses will not only attract more clients but also position themselves as trusted industry leaders. Marketing isn’t just about quick wins—it’s about setting yourself up for long-term success. The businesses that take the time to build a clear, focused marketing strategy today will be the ones thriving in the financial landscape of tomorrow.
