A strong digital marketing plan is crucial to success in today’s financial landscape.
This comprehensive book has been written to cover all aspects of digital marketing
that are important for financial brokers.
1. The Buyer’s Journey: Mapping the Buyer’s path
Gain an understanding of the cognitive process that may be used by potential
customers, and adjust your strategy accordingly.
This is the first stage in which potential clients become aware of the services you
provide. Through targeted content, online advertisements, and social media
promotions, you aim to introduce your brand and services to a broad audience,
laying the groundwork for a future relationship.
How to reach out: Use targeted online ads, social media posts, and blogs.
Communication Strategy: Use Google Ads to appear in financial services searches.
Prospects are actively seeking solutions to their financial demands at this point and
are comparing options. By providing detailed materials such as webinars, eBooks, or
case studies, you portray yourself as a reliable and educated option, bringing
customers closer to making a decision.
How to reach out: Provide free webinars, eBooks, and interactive quizses.
Communication Strategy: Retargeting campaigns through Google AdWords and
Facebook to remind them why you’re the best choice for them.
This is the stage of the buyer’s journey where you encourage the potential client to
act. You want to persuade people to entrust you with their financial needs by utilising
persuasive testimonials, intriguing CTAs, and one-on-one sessions.
How to reach out: Social proofing, case studies, and complimentory consultations.
Communication Strategy: Targeted email campaigns with compelling CTAs would
help in conversion.
2. Crafting the Buyer Persona
Recognise the specific concerns they confront, such as portfolio diversification or
How to Reach Out
Offer free financial assessments, informative blog posts, e-books, or reach out to
them via community events.
Communication Strategy: Adopt the sales funnel approach, educated, case studies
and then call to action. Tools like Facebook Insights and LinkedIn Analytics for data-
driven outreach are aslo useful.
Buyer Persona: “Richard Nolan"
Name: Richard Nolan
Occupation: IT Professional
Annual Income: €85,000
Marital Status: Married, with three children
Primary Financial Concern: Ensuring he has a comfortable retirement without
burdening his children, funds for kids education. He’s also interested in exploring
investment opportunities to maximise his retirement fund.
Challenges & Pain Points:
1. Not sure about when and how to retire comfortably.
2. Concern over market volatility affecting his investments.
3. Lack of knowledge about potential investment avenues beyond his pension.
4. Desire for a personalised approach to retirement planning.
How to Reach Out:
1. Content Marketing:
Create blog that address common retirement issues, such as understanding
pensions and researching new investing methods. Promote these to his
demographic via Google Ads and Facebook sponsored posts.
Organise a webinar series on “Planning a Stress-Free Retirement." Provide actionable
guidance by using real-life experiences. Promote it through email campaigns and on
channels that Richard uses, such as Facebook.
3. Retargeting Campaigns:
If Richard sees the site but does not immediately make an inquiry, use retargeting
advertisements that highlight client testimonials or success stories to develop trust.
1. Google Ads: For search ads and retargeting.
2. Facebook Ads Manager: To create and manage targeted ad campaigns.
3. Zoom or GoToWebinar: For hosting webinars.
4. Google Analytics: To track his interactions and journey on your website, refining
future outreach strategies based on this data.
5. Mailchimp, Zoho or HubSpot: For email campaigns and automated follow-ups
after he engages with any content.
Maintain communication with him using personalised email sequences after he
registers up for a webinar or downloads a material. Initially, share more resources,
gradually moving to direct offers for consultations.
2. Social Media:
Engage him on Facebook with interactive postings, surveys about retirement or
investment worries, or short video snippets that answer frequently asked issues.
3. Direct Communication:
If he indicates direct interest or has questions, respond promptly, and consider giving
a free initial consultation.
Financial brokers can customise their approach to “Richard Nolan" by thoroughly
understanding him. This ensures that communication feels personalised and
immediately addresses his unique issues.
3. Website & Landing Pages: Your Digital
Every campaign should have a dedicated landing page to drive specific actions and
Why a Dedicated Landing Page:
They remove distractions and focus a visitor’s attention on a single action, improving
A dedicated landing page allows for a clear and clean message that is suited to the
individual campaign or offer, ensuring that visitors comprehend what is being
offered without any additional information.
Higher Conversion Rates:
Visitors are more likely to take the intended action when all elements on the page
(from headlines to CTAs) are designed around a single purpose, whether that’s
signing up, making a purchase, or any other goal.
Easier Performance Tracking:
The effectiveness of dedicated landing pages can be continuously tracked, making it
easier to collect data on conversion rates, user behaviour, and other vital metrics,
allowing for more accurate A/B testing and optimisation.
Better Ad Quality Scores:
Platforms such as Google Ads frequently award higher quality scores to advertisers
whose ads connect to relevant landing sites. A higher score can lead to better ad
placements and lower cost-per-click.
4. Content Marketing: Building Relationships
Search engines favor sites with consistent, quality content.
Benefits of Content Marketing:
1. Builds Trust and Authority:
Businesses can position themselves as thought leaders in their sector by constantly
providing high-quality, informative content. This can build trust among readers over
time, making them more likely to purchase your services or products when the time
2. Improves SEO and Online Visibility:
Search engine optimisation (SEO) benefits from new and relevant content. Your
content can rank better in search engine results pages (SERPs) by targeting specific
keywords and delivering good information. This increases organic traffic to your
3. Supports Other Digital Marketing Strategies:
Content marketing serves as a foundation for other forms of marketing. The
information, for example, can be repurposed for email campaigns, published on
social media, or used as the foundation for webinars, increasing its reach and
4. Promotes Customer Loyalty and Engagement:
Engaging content can spark a two-way interaction with your audience, resulting in
stronger bonds. Consistent and valuable content can convert casual visitors into
dedicated followers or customers over time, boosting long-term business success.
5. Multichannel Approaches:
Limiting your marketing efforts to a single platform can result in missed opportunities
in today’s ever-changing digital marketplace. A multichannel strategy guarantees
that potential customers see your brand on the channels they choose, providing
additional touchpoints to engage, nurture, and eventually convert them. It is critical
for effective lead generation to maintain brand consistency and regular input across
Recommended Channels for Consistency and Regular
Why: Especially potent for B2B relationships, LinkedIn serves as a platform for content
sharing, professional networking, and targeted advertising. It’s the place where
business-focused audiences congregate, ensuring quality leads.
Regular Input: Weekly posting of articles, bi-weekly webinars, and daily engagement
2. Google Ads:
Why: Google Ads’ vast network and pinpoint targeting options mean you’re present
when potential clients are actively searching for your services.
Regular Input: Ongoing keyword research, bi-weekly performance assessments to
adjust bidding, and retargeting strategies.
3. Email Marketing:
Why: Email continues to be one of the most direct and effective channels for
communication. Personalised messaging and segment-based campaigns often
result in high engagement and conversion rates.
Regular Input: Monthly newsletters, weekly educational content, and behavior-
triggered emails (e.g., after a webinar sign-up).
Why: With billions of active users, Facebook offers a vast audience pool. Its
advanced targeting features, combined with a range of ad formats, make it an ideal
platform for reaching diverse demographic groups.
Regular Input: Daily posts to maintain audience engagement, bi-weekly ad
campaigns targeting specific audience segments, and regular interaction with
followers through comments and direct messages.
Incorporating these channels into your marketing strategy ensures a balanced and
consistent presence, catering to different audience preferences and maximising
lead generation opportunities.
Google vs Social Media: Google is effective for addressing an existing need (e.g.,
85% of people search for a business online before making a decision), whereas
social media can be helpful in creating the need.
6. Webinar Marketing: Deep Dive Sessions
The significance of webinars in the digital age cannot be overstated. They serve as
forums for businesses to exhibit their expertise, communicate with potential clients in
real time, and offer value-packed sessions that go above and beyond typical
marketing materials. When used properly, webinars may serve as a bridge that links
businesses to their audiences in a more intimate and meaningful way.
Pre-webinar and Post-webinar Strategy:
Objective: Generate buzz and maximise attendance.
Action Plan: Promote your next webinar aggressively through all social media
networks, and make sure to send out reminders as the date approaches.
Complement this with an email campaign to your subscribers outlining the benefits
of attending and what they can expect.
Objective: Retain engagement and capitalise on the momentum.
Action Plan: Share the webinar recording as soon as possible with both attendees
and those who were unable to participate. This not only refreshes attendance but
also ensures that no-shows do not miss anything. Combine the recording with extra
resources or special offers to increase its worth.
Why Webinars Can Be a Game-Changer:
Unlike pre-recorded content, webinars allow for real-time questions, discussions, and
feedback, making attendees feel more connected and involved.
Hosting webinars on pertinent topics positions you as a thought leader in your
industry. Attendees are more likely to trust and engage with businesses they view as
High Conversion Potential:
Because of the interactive aspect of webinars, they frequently result in better
conversion rates when compared to other marketing approaches. Attendees who
have spent time with you are more likely to investigate your offerings further.
In an age where personal touch is becoming increasingly rare, webinars allow
businesses to connect, educate, and convert on a deeper level. Businesses may
maximise their impact by incorporating efficient before and post-webinar strategies,
converting passive viewers into active participants and, ultimately, devoted clients.
7. Lead Generation Campaigns
Acquiring New Clients Effectively
In the highly competitive world of finance, simply having a digital presence is
insufficient. Targeted lead generation campaigns are essential for expanding your
client base. These campaigns optimise your outreach by focusing on specific
audience segments and their unique needs, ensuring that potential clients not only
discover your services but also take the first step in engaging with them.
Tips for Enhancing Conversion in Your Campaigns:
Why Use Them: An integrated appointment scheduling tool can significantly simplify
the process of booking consultations for potential clients.
Implementation Tip: Embed user-friendly scheduling tools on your website and
landing pages, allowing visitors to instantly book a consultation without the back-
and-forth of traditional scheduling.
Why Use Them: APIs can streamline your lead collection and management process
by automatically integrating new leads into your CRM.
Implementation Tip: Sync your website forms with your CRM. When a visitor shows
interest or signs up for a newsletter, their data should automatically populate in your
CRM, ensuring timely follow-ups.
Why Use Them: Financial calculators provide tangible value to prospective
customers. These tools can provide immediate insights into mortgage rates,
potential investment returns, or savings growth.
Implementation Tip: Embed interactive financial calculators on your website,
ensuring they’re mobile-responsive. Promote these tools in your campaigns by
emphasising their value and convenience.
Using these enhanced conversion tools to create lead generation campaigns can
significantly improve your success rate, converting interested visitors into potential
clients more efficiently.
8. SEO: The Backbone of Online Visibility
Standing out in the vast digital ocean, where countless websites compete for
attention, is critical. Search Engine Optimisation (SEO) serves as a compass, directing
potential customers to your online presence. By optimising your website for search
engines, you not only increase its visibility, but you also improve user experience and
foster trust among your target audience.
Why SEO Matters:
1. Organic Traffic Boost:
Overview: Organic search is frequently the primary source of website visits.
Increasing traffic to your website by ensuring that it ranks high in search engines.
Implementation Tip: Concentrate on long-tail keywords relevant to your industry.
These typically have less competition and can attract a more targeted audience.
2. Enhanced User Experience:
SEO isn’t just about pleasing search engines—it’s about serving your visitors better. A
well-optimised website is user-friendly, easy to navigate, and provides valuable
Regularly audit your website for any broken links, slow loading pages, or outdated
content and rectify them.
3. Building Credibility:
Sites that rank higher on search engine results pages (SERPs) are often perceived as
more trustworthy and credible by users.
Secure backlinks from reputable sources in your industry. Not only do they bolster
your credibility, but they also signal to search engines the value of your content.
4. Cost-Effective Marketing:
In contrast to paid advertising, which requires ongoing funding to remain visible,
the benefits of SEO compound over time. Your website can maintain high rankings
with consistent effort and without the need for ongoing advertising.
Update and refresh your content on a regular basis to ensure it remains relevant and
authoritative. Search engines value up-to-date information.
In essence, SEO is a commitment to quality and relevance, not just a strategy. By
prominently positioning your website in search results, you open the door to
increased engagement, trust, and conversion.
9. Continuous Improvement: Evolving with
Consumer behaviours, platform algorithms, and industry trends are constantly
shifting in the digital marketing landscape. Businesses require a roadmap—data—to
not only survive but thrive in this environment. Businesses can make well-informed
decisions and refine their strategies by concentrating on key performance indicators
(KPIs) and identifying what actually works.
The Power of KPIs:
1. Website Traffic and Source:
Overview: Knowing who visits your website and where they are coming from will
help you determine which channels work best.
Actionable Insight: If a specific source, such as social media, generates a
significant amount of traffic, it may be worthwhile to invest more resources there.
2. Conversion Rate:
Overview: Attracting visitors is not enough; they also need to take desired actions,
such as signing up for a newsletter or making a purchase.
Actionable Insight: If the conversion rate is low, consider revising your call-to-action,
website design, or offering.
3. Bounce Rate:
Overview: This metric shows the percentage of visitors who leave your site after
viewing just one page. A high bounce rate could indicate irrelevant content or a poor
Actionable Insight: Enhance website navigation, improve page loading times, and
ensure content aligns with visitors’ expectations.
4. Customer Lifetime Value (CLV):
Overview: CLV calculates the total worth of a customer over the course of their
relationship with a business. It provides insights into customer loyalty and potential
Actionable Insight: If CLV is declining, consider implementing loyalty programs or
improving post-purchase support.
Importance of Reporting:
“What gets measured gets managed," as the old adage goes, is especially true in
digital marketing. It is difficult to understand the return on investment (ROI), track
engagement levels, and identify areas for improvement without consistent reporting.
Reviewing reports on a regular basis:
● Illuminates successes to replicate.
● Pinpoints weaknesses to address.
● Facilitates adaptive strategy pivots.
● Ensures marketing budgets are used effectively.
To summarise, while intuition and experience are valuable, the age of digital
marketing necessitates data-driven decision-making. Businesses can refine their
strategies by continuously monitoring and analysing KPIs, ensuring that they remain
effective and relevant in a changing digital environment.
10. Budgeting: Allocating Resources
Budgeting ensures that your investments are prioritised in accordance with your
strategic objectives. Without a budget, even the best strategies can fail due to
insufficient resources or misallocation.
Importance of Clear Objectives:
A clear objective serves as the North Star for any marketing initiative. It specifies
how resources should be allocated and ensures that every dollar spent contributes
to a specific goal.
Optimal Resource Allocation:
Marketing agencies are able to offer well-informed advice on investment locations if
they have a clear objective. They can help you determine where your budget will
have the biggest impact by outlining the expected return on investment (ROI) for
PPC, content marketing, and social media advertising.
Effectiveness can be monitored with a carefully defined goal and a carefully
managed budget. For example, if the goal is to generate 20% more leads in a
quarter, the budget can be directed towards lead generation-specific tactics, and
spend can be used to gauge performance.
Tips for Effective Budgeting:
1. Prioritise Based on ROI:
Allocate more resources to strategies that have historically shown strong returns.
2. Diversify but Don’t Dilute:
While it’s wise to explore multiple channels, ensure that adequate funds are assigned
to each to make a real impact.
3. Stay Flexible:
Digital marketing landscapes evolve. Allocate a portion of the budget for emerging
opportunities or adjustments.
4. Regularly Review:
Reassess your budget quarterly based on the performance metrics and any shifts in
By ensuring clarity in objectives and judicious budgeting, financial brokers can get
the most out of their digital marketing endeavours, optimising for both effectiveness
This guide provides a broad overview of the state of digital marketing for financial
brokers. Financial brokers can create a strong digital marketing strategy that meets
the expectations and behaviours of contemporary consumers by utilising a variety of
tools and techniques.
Choose Salt Marketing for All Your Digital Needs
It can be intimidating to navigate the wide world of digital marketing, particularly in
the financial brokerage niche. With Salt Marketing by your side, you’re not just
choosing an agency—you’re partnering with specialised expertise tailored to your
industry. We bring to the table extensive expertise and practical advice gleaned from
every aspect of this manual.
Take the first step towards elevating your digital presence. Request a free audit from
Salt Marketing and let us chart the road to your online success.
Summary: Digital Marketing Guide for
In the fast-paced realm of digital marketing, financial brokers need a strategic
approach to stand out and effectively engage their target audience. This guide
provides a comprehensive roadmap for brokers to harness the power of digital tools
1. The Buyer’s Journey: Understand the three pivotal stages – creating awareness,
fostering consideration, and driving decisions. Tailor your content and campaigns to
guide potential clients through each phase seamlessly.
2. Buyer Persona Insights: Delve deep into the needs, challenges, and pain points of
your target audience. A well-defined persona facilitates tailored communication
strategies for higher engagement.
3. Digital Assets & Presence: Emphasise a functional website and dedicated landing
pages for each campaign to improve conversion rates.
4. SEO & Visibility: Ensure your website ranks high on search engines to boost
organic traffic, enhance the user experience, and establish credibility.
5. Multichannel Approaches: Engage consistently across channels like Google,
social media, and webinars to both address existing needs and create new ones.
6. Lead Generation: Targeted campaigns coupled with tools like calendars, APIs, and
calculators can enhance conversion, transforming visitors into potential clients.
7. Webinar Marketing: Embrace the power of real-time engagement to establish
authority and drive higher conversions.
8. Budgeting & Objectives
Setting clear objectives allows marketing agencies to
provide accurate budget recommendations, ensuring optimal results.
9. Evolving with Data: Continuous improvement through monitoring key
performance indicators ensures your strategy remains effective and relevant.
10. Choose Expertise: For a holistic digital strategy tailored to financial brokers,
consider a partnership with specialists like Salt Marketing.
In conclusion, this guide emphasises the importance of a data-driven, audience-
focused approach in digital marketing for financial brokers. With the right strategy
and tools, brokers can not only enhance their online visibility but also foster genuine
relationships with their clients, driving growth and success in the digital era.