How Specialized Agencies Drive Growth in Financial Services

Financial professionals and marketers share an analytical DNA (believe it or not!). We both thrive on data, strategy, and measurable results. But that connection is just a starting point in a growth relationship. To truly thrive, you need a marketing partner who speaks your language. One that has a specialized understanding of the nuances across financial services. Because the very nature of this industry demands marketing strategies that inspire confidence through: 

• Modernization: The financial industry has been slow to adopt updated marketing strategies, relying on outdated methods that are no longer effective, particularly at capturing attention of the next generation of users or investors.
• Regulatory Understanding: Compliance can stop creativity in its tracks, but marketers who understand the nuances of the regulatory landscape are uniquely positioned to walk the fine line between effective, attention-grabbing messaging and what’s actually permissible to say.
• Differentiated Positioning: In an industry becoming increasingly crowded and commoditized, specialist marketers can more clearly see gaps and opportunities for firms to stand out and establish value propositions that are both unique and highly relevant.

If you’re looking for a marketing partner who truly understands the unique challenges and opportunities of the financial industry, consider a specialized agency. Here’s why:

• Industry Expertise: Specialized agencies eliminate the learning curve. They’re fluent in your world, understanding the nuances of wealth management, asset classes, and the intricacies of the financial advisory landscape. This means no time wasted explaining what a TAMP is — they’re already crafting campaigns that resonate with your target audience.
• Industry Advantages: These agencies offer a deep bench of industry connections and insights. They know the key players, the emerging trends, and the regulatory shifts that impact your business. They can connect you with the right industry partners, amplify your thought leadership through targeted media outreach, and even help you navigate complex compliance requirements. 
• Optimized Spend & Cost Efficiency: Specialized agencies bring deep expertise in managing marketing budgets within the financial sector. They understand the cost dynamics of various channels and can identify opportunities to eliminate wasteful spending. By strategically allocating resources and focusing on high-impact tactics, these agencies maximize ROI and ensure your marketing budget delivers tangible results.
• Competitive Landscape Intelligence: These agencies also have a view into what all your competitors are doing from a marketing perspective. They conduct thorough SWOT analyses identifying strengths and weaknesses in offerings, pricing, and marketing tactics. This intelligence provides valuable insights to position your firm for success.
• Proven Playbooks for Success: Don’t settle for templated solutions that were sold to the industry as “standard.” Specialized agencies have a playbook tailored to the financial sector, with strategies proven to attract and convert high-net-worth individuals, institutional clients, or whatever your target demographic may be. They understand the buyer journey in the financial context, from initial awareness through complex decision-making processes. This means crafting the right content at the right time, nurturing leads effectively, and ultimately driving measurable growth.

What should I expect from a marketing agency?

✔ A good agency will work with you to develop a customized marketing plan that fits your specific needs and goals. They should also be able to provide you with regular reports on your progress.
✔ If you’re looking for results right away, ask yourself if you expect the same from the market. The truth is, good marketing takes time and depends on your goals.
✔ A competent marketing agency will be honest and upfront about what you can expect, and work with you to develop a strategy that fits your budget and timeline.

Bottom Line: Find the Right Match

Your marketing agency should be a seamless extension of your firm. Here are some questions to ask during the vetting process: 

• Can you provide specific examples of how you’ve helped other finserv and fintech companies achieve measurable growth?
• Can you share case studies where your strategies led to measurable revenue growth for clients in a similar stage of development as ours?
• How do you approach building relationships with distribution partners in the financial services industry (where sales cycles can be long and complex)?  
• How do you track and measure the success of your marketing campaigns, and how do you ensure a positive ROI for your clients? 
• How do you ensure that your marketing efforts align with and support our overall business goals?
• How do you navigate the unique regulatory challenges of marketing financial products and services, particularly in relation to the SEC guidelines?
• Can you describe your communication and reporting processes? How do you ensure we’re always on the same page and informed about progress? 
• How would you describe your agency’s culture and values? How do you ensure alignment with our team?

Intention.ly, the growth engine design consultancy firm transforming the way finserv and fintech companies approach marketing, is dedicated to helping financial services firms build high-performing marketing teams. Our expertise in the industry allows us to provide tailored solutions and actionable insights. 

Learn more about our Services and contact us today to explore how we can partner with you to achieve your marketing goals.