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Financial Services Copywriting

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Financial Services Copywriting 

As a marketer, you know that brands need a well-researched, compelling copy as part of their larger marketing strategy to draw customer interest. But quality content is especially important for the financial services industry where the stakes couldn’t be higher. There is no “fake it till you make it” in financial advising because accuracy is a requirement.

Many aspects of finance and wealth management are complex, and it takes a deep knowledge of economics, finance, and market trends to break these down for a general audience. But finance expertise alone isn’t enough for good website content and copywriting. To get the most engagement and best lead generation to grow your business, finding a financial copywriter skilled in SEO best practices like keyword research, link building, and meta descriptions is crucial. 

At Creatives On Call, we understand that copy and content writing can take up a large chunk of any marketing team’s time, and hunting for a copywriter can take even longer. That’s why we pair professional finance copywriters with financial services companies. Save time searching for a quality writer, and let us match you with one today!

Creating Unique Financial Content

Finding Your Target Audience

Identifying a target audience within the financial industry can be challenging because everyone is interested in maintaining control of their financial future. The easiest way to begin narrowing down your target audience is to define who is not your target market. If you primarily work with small businesses, for example, you can eliminate major corporations. From there, consider the opposite end of the spectrum and describe your ideal client. Narrowing your scope helps your brand target its marketing campaigns for higher returns on investment.

Platforms like Google Analytics and SEMrush also offer data insights to help you identify your target audience. Google Analytics provides information about how potential customers interact with your brand online, while SEMrush gives you the inside scoop on how your competitors perform. Both tools offer valuable insight into what tactics work for you (and your competitors) and which aren’t as effective. 

Finally, have a brainstorming session with your marketing team. Which efforts have brought the most audience engagement? Which ones didn’t perform as well? SEO-friendly content like blog posts and optimized landing pages help drive organic traffic to your website and social media pages. Studies show that organic search drives 53% of website traffic, while paid search drives only 27%. Greater traffic to your website increases engagement and helps keep your brand fresh and appealing. 75% of businesses that use SEO copywriting tactics to address their target audience’s pain points and increase brand visibility rated it either extremely or very effective.

Maybe your blog and social media posts don’t have much engagement, but your PPC ads and biweekly email newsletter have an excellent click rate. Focus your team’s energy on the top performers by adding promotions to the ads or creating an additional newsletter.

Effective financial content draws in your target audience by increasing engagement and brand awareness. SEO-friendly content like blog posts and optimized landing pages help drive organic traffic to your website and social media pages. Studies show that organic search drives 53% of website traffic, while paid search drives only 27%. Greater traffic to your website increases engagement and helps keep your brand fresh and appealing. In fact, 75% of businesses that use SEO copywriting tactics to address their target audience’s pain points and increase brand visibility rated it either extremely or very effective. 

If you’re looking to boost engagement and brand awareness, Creatives On Call can help. We save you time by connecting you directly to copywriters with expertise in financial services copywriting.

A Note About Financial Services Regulations for Content Marketers and Copywriters

In the U.S., businesses and content creators must follow financial compliance regulations when promoting financial products or services. These rules and guidelines were put in place to ensure that the information being shared with consumers is accurate, fair, and not misleading. Government entities like the Securities and Exchange Commission (SEC) and the Federal Trade Commission (FTC) typically oversee compliance with these regulations.

Some examples of financial compliance regulations relevant to copywriters and content marketers include the need to disclose any potential conflicts of interest, to present information in a balanced and impartial manner, and to avoid making false or exaggerated claims about the benefits of a financial product or service. For example, if a content creator is promoting a financial product they have a personal stake in, they must disclose this to their audience and avoid overstating the potential ROI. This helps ensure that the audience is aware of any potential biases that may affect the content they are viewing. 

Content Targeted Specifically for Financial Services and Products

Examples of Blog Intros

It can be hard to envision the broad range of skills financial copywriters bring to the table. When we think of copywriting, as marketers, we tend to think of company slogans and website content, but copywriters offer so much more! From long-form content like blog posts and email marketing campaigns to character-limited copy like Facebook and Twitter ads, a financial copywriter can be one of your marketing team’s most valuable assets for generating leads and communicating with customers.

No matter what financial products or services your business offers, hiring a professional copywriter can help optimize your brand marketing. Here are examples of blog intros, search ad headlines, and newsletter subject lines for three different financial products and services: a high-yield savings account, a business credit card for small businesses, and financial planning services.

  • Are you tired of earning next to nothing on your savings? If you're like most people, you've probably been stashing your cash in a traditional savings account, only to watch it languish there, barely keeping up with inflation. But it doesn't have to be this way! There is a better way to save. High-yield savings accounts offer much higher interest rates than traditional ones, which means your money will grow faster. Plus, high-yield savings accounts are just as safe as traditional savings accounts, and if you have a money emergency like an unexpected hospital bill, you can easily withdraw funds without penalty. Your money is FDIC insured up to $250,000, so you can rest assured knowing your nest egg is well-protected. 

  • Working with a financial planner comes with a ton of benefits for your long-term financial health. Perhaps the most obvious benefit is that financial planners can support your wealth-building goals by helping you find ways to cut your expenses and advising you on how to invest your money wisely. Financial planners can also help get you on track with your financial goals and give you peace of mind. All of the minutiae of taxes, investments, and saving toward retirement can be overwhelming. Having a personal financial advisor to help you manage your finances can take a lot of the stress out of money management while still keeping you in control of your assets. If you are unsure about investing or worried about saving enough for retirement, working with a financial planner can help.

  • For many small business owners, taking out a business credit card might sound like a recipe for overspending. But there are plenty of good reasons for a money-wise small business owner to open a business credit card. Business-specific credit cards help you manage expenses more effectively and build your business credit history, and a strong credit history can come in handy down the road if you ever need to borrow money. Another major benefit of business credit cards is the perks that come with certain cards. For example, some business credit cards offer cash back or points that can be redeemed for travel or other purchases. And if you have a good business credit score, you may even be able to qualify for a business credit card with a 0% APR introductory period, which can save you a lot of money on interest charges.

Examples of Search Ad Headlines

  • Why a High-Yield Savings Account Always Beats a Traditional One 
  • Financial Planner or Wealth Manager: Which Is Right for You?
  • How to Find the Right Business Credit Card for Your Small Business

Examples of Newsletter Subject Lines

  • 7 Easy Ways to Grow Your High-Yield Savings Account Faster
  • How Our Clients Earn Big Returns (Even When the Market Is Uncertain!)
  • Avoid These 10 Major Business Credit Card Mistakes

Building Customer Trust with Ideas Specific to Financial and Service Products

1. Match the Jargon to the Audience

Tailoring your language to your target audience is crucial for customer retention and building brand trust. For example, the marketing approach for retirement planning services will differ significantly from marketing tactics geared toward helping young people open their first savings account. The industry jargon that works with Gen Z and Millennials doesn’t translate well for Baby Boomers.

2. Use Hard Data and Numbers

When it comes to financial services and products, hard data is a must. Reporting that your clients receive solid returns on their investments is good, but reporting that your clients enjoy an 11% average return on investment is even better. Quantify the benefits of choosing your company's products or services whenever possible, and build trust with your potential customers by including statistics and specific numbers from reputable sources in your financial content marketing.

3. Sell Yourself

Don’t forget to sell your potential audience on your brand, as well as your products and services. Many financial businesses offer similar options, so it’s important to highlight your company’s unique selling points. Never assume that potential clients know why they should choose you. Always explain what sets you apart and makes your company their best option.

Stand Out with Compelling Financial Content That Builds Trust

The best financial copywriters possess a deep knowledge of the financial sector, including investment markets, banking services, insurance products, and other financial streams. They are also skilled at writing about broader finance topics related to budgeting, taxes, retirement planning, and more. This understanding allows them to develop content that speaks directly to your target audience's needs and engages readers while staying true to your brand voice.

Interested in adding stellar copywriting to your financial services marketing strategy? Creatives On Call has experienced copywriters specializing in financial products and services. Whether you want to create a newsletter to build trust and authority with potential clients or add social media advertising to your existing strategies, we've got you covered.

We want to hear from you! Check out all of our content creation services here, and if you’re interested in leveling up your company’s financial content marketing, let’s have a conversation.

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