We understand better than most just how hard it is to make your finance business stand out from the crowd.
It’s an oversaturated market, which can make it extremely difficult to differentiate yourself if you don’t have the right resources available to do so. If you want to cut through the noise, you’ll have to do something that shakes the tree.
Fortunately, you’re in safe hands. Our team over at Catalyst just so happen to specialise in helping finance businesses like yours to use tailored digital marketing tactics that will give you an edge and ensure your messaging is heard above your competitors’.
It all starts with your copy.
How to write compelling copy for your finance business
Your copy is going to have to work extremely hard in order to get your business noticed, but what exactly do we mean by ‘finance copy’?
What is finance copy?
Your copy is all of your messaging, and includes:
- Your website copy
- Blogs
- Guides
- Emails
- Ads
- Social media
- Your business proposition
Essentially, any communication that you have with your target audience. Your copy needs to be relevant, sharp & engaging.
This might mean there’s lots of information, or very little – it all depends on what you’re trying to say and your tone of voice.
How to determine your finance business’ tone of voice?
In order to write compelling copy, you need to remain consistent.
A consistent tone of voice (TOV) will ensure that prospective customers grow familiar with how you communicate, helping them to feel more comfortable around your brand.
This is one of the key ways that you might want to stand out from the crowd; it’s an opportunity for you to break the overly corporate mould that plagues finance businesses and stretch your creative muscles.
There’s an infinite number of ways for you to put your message across. You might choose to be:
- Confrontational – Challenging your audience can be a great way to make them think about their pain points in a different way, or to take them a little more seriously.
- Serious – A corporate tone of voice is still welcomed in the financial sector. You may choose to use this in select communications that require a little more tact.
- Playful – A playful tone is often saved for B2C marketing, but many B2B marketers are making fantastic use of playful messaging to really capture the attention of your audience and stick in the mind. Don’t be afraid to be a little bit shocking – they’ll think of you when they’re further down the funnel.
Take the below example from Purbeck. They’re the premier provider of personal guarantee insurance in the UK, but they needed a way to get their brand seen. This is the route we decided to take:
Striking? Yes. Naughty? A little. Memorable? Very.
By helping nail both their aesthetic and their messaging, we successfully helped launch Purbeck (they were an unknown quantity with a brand-new, never-before-seen service).
Their messaging also included blogs, ads, a website rewrite and much more, helping to significantly improve their organic traffic.
This graph shows Purbeck’s organic traffic growth from the beginning of our partnership.
Is this all down to messaging? No, but their unique voice is what’s really helped to differentiate them in a noisy market.
What are you talking about?
Once you’ve got your tone nailed, it’s time to consider what you’re going to be saying.
Put together a list of industry-specific topics that you want to cover (bonus points if this list is informed by SEO best practises).
You’ll want to create keyword rich content around this topic, which will help you to get found on search engines, but also will help to bolster your authority inside your industry.
The best way to get noticed is to get creative with how you produce your content, too. Webinars and videos work wonders when you’re looking to engage potential customers, so don’t be afraid to try something new.
This is especially prudent in the finance industry – there are a lot of old dogs knocking around, so it’s about time you showed them some new tricks.
Are you targeting the right people?
Casting a broad net isn’t a terrible idea, especially if your product has wide appeal, however, customising your marketing targeting can make a huge difference in your lead generation success.
This can also affect how you choose to communicate, so make sure to base your targeting on:
- Intent – Are the people you’re targeting ready to commit to a purchase right now, or are they simply browsing?
- Authority – Does your audience have the authority to make a purchasing decision.
- Age
- Characteristics – Everything from marital status through to gender should be considered.
- Geography – If you only trade in the UK, there’s no point driving loads of European traffic.
Targeting is especially important for finance businesses, as money can often be a touchy subject; you want to know how your audience will react before you talk to them, if possible!
The more in tune you can be with your audience’s pain points, wants and needs, the more successfully you can communicate with them, which is exactly what you want.
