Moving to an

Finance Marketing Strategy

Ira  Amilhussin  Sr.  Marke2ng  Manager    LinkedIn  

WHAT DOES ALWAYS-ON MEAN?

Education Consistency Relevance

Financial companies have a solid advantage, because they are in the business of helping people manage their money.

“Education that inspires.”

“Quality content generated on a

consistent basis.”

“It’s about giving first and attracting

customers, rather than chasing them.”

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WHAT STOPS FINANCIAL MARKETERS?

•  It’s not free

•  Top management foot-dragging

•  Siloed organizations

•  Legal and compliance concerns

•  The measurement conundrum

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“The risk of not doing something interesting is bigger than not doing anything at all.”

— Paul Butcher, Head of Digital Communications, Citi

4 KEY STEPS TO MOVING TO AN ALWAYS-ON STRATEGY

1.  Convince stakeholders

2.  Source great content

3.  Balance editorial calendar with with real-time market commentary

4.  Engineer your success

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Shane  Snow  Co-­‐founder  and  Chief  Crea2ve  Officer  Contently  

Jenny  Cronin  Social  Media  Strategist  Formerly  of  Personal  Capital  

Jill  Sherman  SVP,  Social  and  Content  Strategy  DigitasLBi  

Lorin  Suslow  Social  Media  Marke2ng  Strategist  BlackRock  

#1: CONVINCE STAKEHOLDERS

“The tipping point is when senior management starts to get online and

engage personally.”

— “Moving to Always-On from an Event-Based

Strategy” eBook

Demonstrate how it contributes to the business objectives they care about, by showing evidence that it works.

Connect Key Business Objectives

Web Traffic Brand Engagement Sales

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#2: SOURCE GREAT CONTENT

•  Use ”big-rock” content or events to produce smaller, ongoing content pieces

•  Repurpose high-performance content

•  Partner with brand journalists and publishers

•  Enlist your audience

•  Reach out to industry influencers

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#3: BALANCE EDITORIAL CALENDAR WITH REAL-TIME MARKET INSIGHTS

•  Create anticipatory content by identifying potential new events that might spark interest ahead of time

•  Develop a respectful, collaborative partnership with legal and marketing

•  Make sure you have the right tools and processes in place

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#4: ENGINEER YOUR SUCCESS

•  Get serious about targeting: Be clear about who you’re trying to reach and what kind of engagement you’d like to see from them

•  Create objectives by stages in the customer’s journey: Divide your buyer’s journey into stages and create objectives for each stage- reach, nurture, acquisition.

Reach content objectives: brand awareness and user engagement metrics

Nurture content objectives: sharing of contact information, unsolicited return visits, event attendance, quality generated leads

Acquire content objectives: purchase or renewal, customer evangelists, empowerment of brand advocates

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Shane  Snow  Co-­‐founder  and  Chief  Crea2ve  Officer  Contently  

Jenny  Cronin  Social  Media  Strategist  Formerly  of  Personal  Capital  

Jill  Sherman  SVP,  Social  and  Content  Strategy  DigitasLBi  

Lorin  Suslow  Social  Media  Marke2ng  Strategist  BlackRock  

Ques2ons?  

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