SEO Strategies For Financial Marketers

  • November 18, 2018
  • SEO
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Financial institutions face a unique challenge when it comes to web content. As consumers increasingly shop for financial products online — 40% by 2020, according to projections from McKinsey — their path to purchase relies heavily on search. Financial marketers who excel in search engine optimization (SEO) will win the day.

Effective SEO requires compelling content — the kind that engages readers and search engines notice. But today’s traditional approach to content-creation often focuses more on optimization and less on consumer engagement. Without adequately mapping consumer intent to the content topics your institution is serving up, you’ll struggle to achieve the kind of search results that can really boost results… and your institution’s bottom line.

A change in perspective will help. To really make your marketing strategy hum (beyond just SEO), you need people with a different mindset. Deriving actionable insights and optimizing your approach takes a curious mind and a unique ability to process information using data analytics.

That’s why you need to expand your digital marketing team with experts who have STEM skills — Science, Technology, Engineering, and Math. Modern marketing techniques revolve around metrics, statistics, analytics, correlations, formulas, and patterns — all of which are based in mathematics. Applying a STEM mindset brings analytical rigor to content development, so your marketing efforts not only bear more fruit but become much more efficient.

Here is how such STEM skills can help financial marketers produce winning outreach.

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