Financial services marketing: Reborn in the digital age?

These days marketing is so synonymous with data, tracking and return on investment that it’s easy to forget the other crucial component of any successful campaign: creativity.
Too frightened to speak about Brexit? Don’t be!

Brexit could be a tremendous marketing opportunity for your financial services business provided you plan ahead and get a sound communications strategy in place.
Why accountants need to embrace content marketing

Content marketing is the practice of producing useful information for clients and prospects in order to build a relationship with them. This strategy is increasingly being adopted by professional and financial services firms. Yet accountancy firms are lagging behind.
How to write the perfect press release

Press releases can be a highly effective way of promoting your business in the local, trade and national press - as long as you have an interesting story to tell.
Stay woke: What communication means for Generation Z

Today’s teenagers have more methods of communication open to them than ever before. As tomorrow’s leaders, the channels that they use to interact with each other, and the language they adopt, will shape the way in which we connect with each other in future. Financial content agency Love Letters Publishing asked our work experience intern, Ellen Stocken, to share her thoughts on communicating in the digital age.
Marketing personas: How to perfectly target your content marketing

Marketing communications cannot be tailored to each client’s individual needs. Yet breaking your client base into separate groups can help you to create targeted content that is more likely to engage them. To achieve this, you should develop what are known as marketing personas.
Why just communicate when you can connect?

Take a moment to think about who you communicate with every day – colleagues, managers, clients, customers, suppliers, people on LinkedIn, Twitter, Facebook, emails and blogs – so many you can hardly remember them all. Then think again about who you actually connect with. Chances are, you’ll remember a meeting with a person, a telephone call, or comments on your blog, even clicking ‘Like’ on a social media post. You’ve connected. So what’s the difference?
How to brief good financial content

When it comes to financial content, the most important thing to remember is that great content begins with a great brief.
Finance copywriter during the week, triathlete by weekend

At Love Letters we have frequently espoused the virtues of using blogs to show the human side of a business and to lift the lid on the personalities that make an organisation successful. So in the first of a series of blogs we are going to follow our own advice and give some insight into our finance copywriters, starting with senior finance copywriter David Pawsey.
Top 10 trade secrets of financial copywriters

From research tips to attention grabbing headlines, one of our financial copywriters reveals some secrets of the trade.
How to write a feature pitch that will grab editors – every time

Earning coverage in a publication that is read by your client base can help to raise awareness of your business and promote you as a leader in your field. How can you ensure that your feature pitch is going to be snapped up by the ‘must-read’ publication in your area of financial services?
Are you creating too much irrelevant content?

In recent years, with the high adoption of smartphones and social media, it has never been easier to interact with clients. Creating regular content, whether that is through blogs, email or various social media platforms, is a great way to reach out to your client base and keep them engaged with your business. But you can have too much of a good thing.
Four ways to make your online content stand out in 2016

This time of year everyone is making New Year’s resolutions. For some, it may be to make each boxercise session as tough as a Rocky training montage.
Script perfect: How to write an engaging script for a corporate video

Use of video in content marketing is on the rise and is set to increase. IT systems provider Cisco, for example, believes that mobile video will account for 69% of all mobile traffic by 2018.
10 writing tricks and treats for Halloween

Halloween is here, a time for creepy tales, crafty tricks and terrific treats. To celebrate this spooky season, we are sharing 10 top tricks and treats commonly used by writers to keep readers on the edge of their seats… How many of these can you apply to your own marketing content?
Why every business should have an office dog

While the success of the business so far is down to a mix of hard work and dedication from the talented marketers and copywriters who work here, we feel there is one member of staff who is perhaps more responsible for the relaxed but productive work environment than others – and that is Sam, the office dog.
We'd like your thoughts on content marketing

We are conducting a survey to find out what accountancy firms think about content marketing. To thank you for your time, we are donating £1 to The Children of Syria appeal for every response that we receive.
How to wow your readers: what you should include in a white paper

A white paper is a great marketing tool that can often promote a service or product by taking the approach of investigating – and hopefully – solving a problem. Rather than overtly pushing your business, service or product, a white paper examines the problem using in-depth analysis, then looks at how that problem can be solved – which may happen to involve a service or product that your business provides.
What are the marketing benefits of writing a white paper?

Rather than trying to push a particular product or service, a white paper gives a balanced, academic view on a problem or topic while subtly suggesting that your business has expertise in this area.
Why good financial copywriting is a great financial investment

In any competitive marketplace you will find a range of prices for – what on the face of it – appears to be the same service. However you soon find that the level of expertise is represented by what you pay. Financial copywriting is no different, so don’t be tempted to scrimp on the cost and receive a poor standard of copy.
How to get the best out of Twitter

Twitter is a great tool for raising awareness of your brand and driving traffic to your website. According to digital marketing strategy consultant DMR, 47% of people who follow a brand on the micro-blogging network are more likely to visit that company’s website.
Emerging trends in financial content marketing

Over the last few years content marketing has been steadily embraced by financial institutions, ranging from credit card providers and insurers to accountants and financial advisers. Part of the reason is to regain the trust of consumers that was lost following the financial crisis.
Simple blogging mistakes that can cost your business dearly

As we have discussed in previous articles, a well-written blog is a great way to enhance your reputation and to establish your business as a thought leader. Sloppy mistakes can easily have the opposite effect, however, giving potential clients the impression that you are unprofessional and have questionable attention to detail.
Seven great ideas to rejuvenate your finance blog

Coming up with regular ideas for your finance blog can be a challenge, particularly if you have been writing it for a long period of time. You’ve exhausted responses to the most frequently asked questions you’re asked by your clients and you’re not getting inspiration from your competitors’ blogs, so what next?
Five reasons why no one is reading your business blog

Writing a regular blog is a great way to promote your business and to improve your website’s search engine optimisation. In order to achieve these aims, however, you need to ensure that it is being read – and ultimately shared – by your clients, in the first place.
What should I look for in a financial copywriter?

Hiring someone to write regular marketing content for your financial services business is a big commitment. Whether you are looking to produce one off white-papers, a regular blog or search engine-optimised content for a redesigned website, we suggest four qualities that describe a great financial copywriter.
How can I come up with new blog ideas?

Writing a regular blog is a great way of increasing awareness about your company and driving traffic to your website. But even the greatest writers suffer from the dreaded writer’s block from time to time.
Five simple ways to develop an effective content marketing strategy

Content marketing is proving to be a highly cost-effective way of generating leads for businesses. According to marketing consultant demandmetric.com, a content marketing strategy costs 62% less than a traditional campaign but generates three times as many leads. So why wouldn’t you do it?
What makes a good blog?

Getting your business to stand out from the digital crowd is a perennial challenge. According to a 2012 survey, there were 31 million active blogs in the US alone and 60% of businesses were publishing information in this way. So how can you make your blog stand out from those written by your competitors?
How can you overcome the obstacles to achieve content marketing success?

More and more companies are looking to build long-term relationships with their clients through content marketing. Evidence shows that the more organisations engage with their client base through digital media, the more they are able to increase their market share.
How can content marketing help my financial services business?

Rather than aggressively pushing products and services through advertising, organisations are increasingly adopting the tactic of ‘content marketing’. From white papers through to infographics, blogs, videos and podcasts, content marketing can take many forms as long as it is valuable and relevant to your audience.
How can a blog help to market my financial services business?

According to software provider HubSpot, 60% of businesses that write a regular blog acquire more customers. Whether you are giving your thoughts on the latest pension industry reform, or letting your clients know about upcoming changes to the tax regime, a blog is a fantastic marketing tool that can establish your company as a trusted expert while providing an ongoing go-to reference guide for your clients.
Five reasons why it pays to outsource your financial copywriting

We all know that daunting feeling of staring at a blank page. There is so much to say and yet it seems impossible to know where to start. But if writers find this difficult, then it can be truly terrifying for finance professionals. Words have a way of baffling even the brightest financial minds.
Five festive presents to give your website for Christmas

It’s that time of year again already… the nights are drawing in, the first signs of frost are on the ground and the festive season is creeping ever closer. You might be focusing your Christmas energy on snapping up bargains on Black Friday, stockpiling stocking gifts or planning your present-buying on Oxford Street but don’t neglect your website when it comes to Christmas treats.
Five important things that your website says about your business

Your website is your online shop window, so getting it right should be top of your business tick-list. Whatever your line of work, your website will be the first port of call for the majority of your prospective clients.
Four reasons why you shouldn’t be a slave to SEO

When you’re writing content for your website, it’s easy to get hung up on search engine optimisation (SEO). But in your eagerness to satisfy the Googlebot, don’t forget who the main audience for your content is. Your readers – in other words, real, live human beings. And what do human beings want to read? They want to read things they can understand!
Seven ways that Strictly Come Dancing can inspire your content marketing

Strictly Come Dancing, the BBC’s juggernaut celebrity dance show, is back on our screens with a sequin-and-sparkle fest that will dazzle your eyes and get your toes tapping! At first glance, there may not appear to be too many similarities between the world of content marketing and the spangled delights of the Strictly-sphere but it turns out dancing and marketing might not be that different after all.
Does content marketing make you want to cry?

Whatever the size of your content marketing team, trying to come up with a constant stream of new content marketing ideas can take its toll. Don’t let your content strategy become a drain on your company resources, inject some spark back into your content with our four suggested ways to re-energise your content marketing campaign…
Five social media tips for business success

Social media campaigns are a vital component in any content marketing strategy and, as such, should be handled with care. It's crucial to devote time and thought to the content you share on social media, but you also need to get your social media strategy spot-on so that you don’t waste valuable time.
Content marketing: the ‘phoenix’ model

In our previous blog ‘Marketing is dead – long live content marketing!’, we asked if traditional marketing is a dying art, and if so, what will rise to take its place? Our answer is simple: content marketing is the future of the marketing industry.
Marketing is dead, long live content marketing!

According to the CEO of one the USA’s largest PR firms, traditional marketing has had its day…

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