“Successful people are 100% convinced that they are masters of their own destiny, they’re not creatures of circumstance, they create circumstance, if the circumstances around them suck they change them.” - Jordan Belfort
By the real-life Wolf of Wall Street’s standards, marketers in his industry haven’t been all that successful in the martech age. Despite diminishing returns from traditional marketing methods, they’ve been resistant to adopt digital strategies.
For example, just three years ago a survey from Wipro found that only 15% of banks had a mature online marketing program.
The good news is that’s changing. By 2017, digital advertising spend in the financial industry is expected to reach $168.4 billion, more than triple what it was just eight years ago.
But today, adopting an online strategy alone in isn’t enough.
According to experts like Melissa Musgrove of Regions Financial, in 2016, financial services customers crave an individualized experience that a one-size-fits-all strategy can no longer provide.
“Successful digital marketing is rooted in customization. Delivering the right message to the right customer at the right time can only be achieved through personalization. Every search, social media interaction and website click contributes to a customer’s Digital footprint. They’re telling us exactly who they are and what they want and need, so it’s our job as Marketers to use the best tools, applying solid strategy and optimizing over time to reach them.”
Today those “best tools” she refers to include CRM software, automation technology, email, and analytics programs. And one that complements each one of these is a tool that financial businesses of all sizes are increasingly using to deliver hyper-individualized customer experiences:
What is a landing page?
A landing page is a standalone web page designed for one purpose: conversion. It uses persuasive elements like social proof, scarcity, and benefit-oriented copy to persuade visitors to take action. Among others, this action could be to sign up for an e-newsletter, register for a webinar, or download an app.
How businesses can use financial landing pages
With 75% of financial marketers saying their primary goal for creating content is lead generation, landing pages featuring lead-gen forms aren’t a tool they can afford to overlook — especially when they can be used to drive action with every type of content marketing tactic financial businesses use:
Here’s how they can use landing pages to complement their content:
Articles on your website and blog posts
Use a call-to-action at the end of each blog post to drive readers to a dedicated landing page where they can claim a piece of content related to what they just read.
Create a squeeze page (a landing page designed to capture just email and sometimes name) that explains why users should give you their email to receive updates from your company. Will you give them valuable investing tips from pros? Will you teach them how to manage their money better? Will you update them on important news that impacts their retirement plan?
Check out how Nial Fuller uses a squeeze page to drive e-newsletter signups by promising to deliver professional trading lessons for free:
In this squeeze page the word “professional” implies expert information, “free” conveys the no-cost nature of the offer, and “over 250,000 readers” uses social proof to convince visitors that others find the offer valuable. On top of all that, the two-field form makes converting a breeze here.
Build an event landing page that describes what your prospect will learn at your conference or meetup, then make it even more persuasive by name-dropping all the industry authorities you’ve invited to speak there.
Social media content
Use both organic and paid social media methods like sponsored Tweets and Facebook ads to drive your audience to a landing page that offers content relevant to their needs, like Online Trading Academy does with this ad/landing page combo:
In this Facebook ad, the phrase “learn the truth” and the word “secret” imply that by clicking, the user will gain some little-known information they can use to get ahead of the competition. “Free” in the description and on the ad image gets prospect attention by promising the resource at no cost (who doesn’t love free stuff?), while the reference to Wall Street implies expert insight.
This corresponding landing page works well because it has no navigation menu for visitors to escape through, it displays company logos to boost authority, and it only requires a zip code to get started.
Take advantage of gates, pop-out CTAs, and YouTube annotations to boost lead generation before, during, and after a video on your landing pages. Or use video to explain your product or service in a visual, easy-to-understand way.
Here’s an example from Alpha 7 of how to use a video landing page to better describe your services in an understandable way:
Alpha 7 gets it right here by using a short form to convert visitors, including the word “free” in their CTA, offering to turn their prospects into experts who generate high profits like the pros, and using a bright color for their CTA button to attract attention.
Webinars, webcasts, and online presentations
Webinars have emerged as one of the best ways to engage audiences online, with the average live viewing time reaching a staggering 56 minutes. Use a webinar landing page to get your visitors to register for your webinar, or to capture their information to watch a recorded version if they’ve missed it.
Here’s an example from Wealth Enhancement Group of how to do it the right way:
They use bulleted copy to quickly convey the benefits of registering for the webinar, include the speaker’s name, headshot, and title to demonstrate authority, and the phrase “step-by-step” to imply viewers will learn a replicable way to navigate their financial plan.
White papers are nearly irresistible to visitors because of their easily digestible but equally informative content. Build a landing page to capture the information of prospects in the middle of your marketing funnel by offering up a valuable tip sheet that they can use to implement changes in their lives quickly.
Here’s a landing page from Patch of Land, offering information on how real estate crowdfunding works.
Patch of Land omits their navigation menu to leave no escape for prospects while requiring only name, email, and “area of interest” to download this whitepaper. Along with the bright “Download Now” button, this landing page is one with persuasive power that’s hard to resist.
Illustrations, photos, and infographics
Humans are visual creatures, capable of better understanding concepts when they’re presented in image form versus text. On your landing page, use infographics like charts and graphs to get your point across more easily.
Use a landing page to capture prospect information in exchange for a valuable report, like Innovative Wealth does with this resource that teaches those planning for retirement alternative investment opportunities:
The bulleted, benefit-oriented copy, combined with a bright CTA button that promises instant access and a short form, makes this financial landing page one that’s hard to abandon without converting on.
Using financial landing pages without content
Keep in mind, you don’t need content to create a financial landing page. In fact, many of the landing pages we found when searching for examples in the financial industry didn’t include a content-related offer. They were used to offer services like the following:
Offer a quote
Insurance service, Zebra, uses landing pages for a similar purpose. Instead of offering a quote themselves, they let visitors compare quotes across various providers:
While Amica presents the entire quote application in one go, the Zebra breaks it up into a step-by-step process — which is effective when converting takes a lot of work on the prospect’s part.
Open an account
This landing page from online brokerage, Motif, allows customers to easily open an IRA account via the internet:
Motif uses bulleted copy, a short form, a bright CTA button, and testimonials from well-known companies like Forbes to convince prospects to convert on this landing page.
Apply for a product or service
Sallie Mae uses a click-through landing page to convert prospects, while Kabbage uses a short form, and Bank of America lays it all out front and center. All three use bulleted, benefit-centric copy and leave out a navigation menu to keep prospects from abandoning the page.
How will you use financial landing pages?
In the financial industry, it’s becoming clear that personalization is key. With the help of landing pages, you can deliver the right message to the right people at the right time.
How you send that message is determined through continuous testing. Will you use a short form or a long form? Will you embed a video or an infographic? Will a click-through landing page work better than a lead capture landing page?
Test, optimize and re-test — but start building your own financial landing page with Instapage’s intuitive, designer-friendly platform today to start driving user action no matter your goal.