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The
financial services industry takes a huge place in the modern world. The most
advanced innovative technologies of management, marketing, and organization of
business processes are often used here.
Financial services
marketing has a number of features and, in addition, covers a large number of
areas, in particular, the activities of banks, financial and investment
companies and non-bank credit institutions. Moreover, this area of marketing
includes a wide range of issues and functions.
The
main directions of marketing for financial services:
1. Participation in professional events.
The speeches of the company’s representatives at conferences and forums as
speakers allow it to form the image of a highly professional organization, in
which real experts work both in the professional community and among potential
clients.
In addition, direct communication with participants in such events
helps company representatives to establish contacts with potential clients,
especially if you speak in their language. It is also worth paying
attention to industry events that bring together representatives of sectors of
the economy, potentially interesting companies.
The schedule of most business
events can be tracked on informational financial and industry websites, as well
as on the websites of associations of financial market participants.
2. Internet Marketing. The main component
of this part of the marketing strategy is the development of the company
website, which should be safe and SEO optimized.
The site should be clearly
segmented – have sections for different categories of customers, containing
information about different products of the company.
From a sales point of
view, the site usually brings the greatest return in the retail segment, so it
must be tailored to the needs of private users and provide clear, visual
information about the main products.
For feedback with clients on the website,
it is better to use a form with the ability to ask a question or contact a
consultant. In the future you can create a section with the publication of the
most frequent questions.
In order to consolidate and maintain customer interest
in the company and its products, you can also use newsletters.
Another
component of internet marketing is social media. You need to understand that
this area of marketing requires daily support and updates, otherwise its
effectiveness will tend to zero.
If there are the necessary resources to
maintain it, then priority platforms should be chosen. Social networks have
different audiences, and this should be taken into consideration.
Note also
that in addition to constantly generating content for your page, you need to
moderate it all the time, as well as monitor mentions and reviews about the
company in the entire social network.
3. Marketing materials. Printed materials
in the form of brochures, booklets, leaflets are a visual part of marketing
activity.
They can be used everywhere: at points of sale, at meetings with
clients, at exhibitions and conferences, on the website (electronic versions of
materials).
To increase the return on marketing materials, it is necessary to
monitor their availability and balances at points of sale and track their
delivery processes.
Such monitoring can be carried out on its own (if there are
free employees) or by a third-party organization.
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