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Financial Services Digital Marketing

Facebook Bluetooth Beacons are a free wirelessly connected device (or beacon) that communicates with visitors that engage on Facebook while at your business.

It gives the visitors more information on your company, engages them through unique messaging and employs calls to action so you can interact with them in more ways in the future.

This is very new and not all businesses are eligible to receive one, but those of you who have high foot traffic are most definitely who Facebook wants to get these.  Restaurants, Shops of all kinds, Movie theaters, Bars, Bingo Halls, Banks, etc.

Facebook Bluetooth Beacon

 

 

 

 

 

 

What Facebook Says the Beacons Do

Facebook Bluetooth® beacons use Bluetooth® technology to send a signal to the Facebook app on your customers’ phones to help us show them the right place tips. Place tips show people more info about the places they visit.

In place tips, people may see:

  • A welcome note from your Page
  • Prompts to like your Page and check in
  • Posts from your Page
  • Their friends’ photos and posts about your place

For more information and to sign up to receive a Facebook Bluetooth Beacon for your business visit this link https://www.facebook.com/business/a/facebook-bluetooth-beacons

For more information on Digital Marketing and Digital Strategy from us at Acumen Studio give us a call or fill out our form and we will talk soon!

Google released a paid search update recently.  It is a second line of structured snippets that can be inserted into PPC ads.

This new update gives ads more space in the search engine results pages and allows companies to callout different things about their business. Below, a shutter company, uses the headers “Styles” and “Services,” to highlight unique product offerings.

 

updated_snippet_imageThis new ad format looks great, but what it will do to help your marketing and ultimately your business?

Below are a few tips, benefits and structured snippets tests across PPC & SEO channels to highlight how this update will help drive more qualified conversions to save your business time & marketing spend.

Utilize categories to show unique product offerings

While PPC experts like us were initially loving the news of new structured snippets, our smiles began to fade as we read the fine print. There are a limited number of headers you can choose from for your snippets and there are only a few industries. The following headers are available:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

Industries that really benefit from this category extension are those that have a high cost per click. Insurance keywords are responsible for 24% of Google advertising revenue, which is most likely why “Insurance Coverage” was added as a distinct header. On the same note, 4 out of the 12 headers are related to travel, which also have historically high CPCs.

 

better_image

In the future Google will expand the number of header options, but until then, advertisers have to get creative on ways we can utilize them. For instance, financial institutions could use the “Types” structured snippet for No-Fee Savings, High Interest Savings or list out the types of certificate of deposits they offer (3 month, 6 month, 12 month, etc).

Raise awareness for additional service lines

Your business may have one very well known product or service, but it’s struggling to get the word out about the additional items it offers. By adding structured snippets into your PPC ad account, you can use the new headers to bring attention to the business’ additional offerings.

An example of this is Drexel Online. Many people know that they offer online bachelor’s programs, but everyone may not know that they also offer master’s programs and certificates. By utilizing structured snippets, Drexel can inform searchers about other aspects of their business.

Create more effective call to actions

PPC continuously has the ability to test call to actions within search ads. With the new snippet feature, PPC ads can test more specific styles and service lines to hone in on the language and format that best connects with consumers. From these tests, your marketing team can vet the call to actions that convert the most, to identify what phrases and styles to use within SEO content, such as meta descriptions, headers, and call-to-action buttons.

Google may still choose to create their own meta description based on the search term, but in many cases your well crafted meta description will now show up with an even better chance to convert due to the PPC tests.

Save money & avoid a negative brand experience

This extra PPC snippet will enable searchers to be better at self-qualifying themselves for your business. Let’s say you own a wedding dress company. If customers are looking for a specific type of wedding dress, for example, A-Line, Mermaid, Ballgown, Trumpet, etc. and it’s not listed in your snippet, they know not to visit your website. Great! One less unqualified person potentially filling out a contact form asking your team about it.

There’s also a big cost-saving here. By having better pre-qualified leads coming to your site, it saves the call center or whomever reads submission forms time. If the call center charges per minute, every call – whether it’s profitable or not, costs your business money. However, if more incoming calls were qualified, the more profit you could get out of those calls.

In addition, setting the expectation of what your site contains before the person clicks, will help ensure that customers never have a jaded customer experience. As structured snippets give you more room to discuss your business’ offering, it could prevent shoppers from leaving a poor/mediocre review because your site doesn’t have what they’re looking for.

For example, when conducting a quick search on reseller.com ratings for “limited selection,” “small selection,” and “didn’t have,” we found time and time again that customers left mediocre reviews because the store did not carry the products that they had expected.

updated_review_ss


By using structured snippets, www.reseller.com could have set better expectations up front about what they do, and do not, carry, to avoid these negative ratings.

Learn & test for organic SEO

From Google’s past PPC tests, we predict that Google will measure the success of the new category PPC snippets, before rolling out additional rich snippets to organic SEO category pages. Currently, as the example shows below, Google indicates only the following for organic product specific pages:

  • Ratings by star
  • Number of people who rated
  • Price
  • In-Stock
  • Number of stores nearby

rollout_for_organic_

Before I click on the product in the SERPs, I already know if it’s in stock, within my price range, how many people loved or hated it, and if a store is located nearby.

In organic results, Google also has sitelinks, although these don’t show up for everyone and don’t include all styles:

 

updated_moto._

Right now, these sitelinks indicate some categories, but do not touch upon all of business’ product offerings. It would be great to see a Style snippet in the SERPs before I click, indicating that RevZilla offers Motorcycle Touring, Half, Hi-viz neon, or race helmets as well as the categories pulled in through sitelinks.

In the future, as Google aims to improve user experience, it seems very likely that Google will roll out a style snippet for organic results. If it does, you’ll already have PPC data to work with to know which Types or Styles convert the best for users interested in your products.

Increase your paid search real estate

While there are pros for both PPC and SEO with the new structured snippets, there is one aspect that makes organic SEO practitioners not so happy. With this additional line of structured snippets, paid search gains a new way to obtain more real estate in the SERPs, while simultaneously pushing organic results farther down the page.

Contact us Today if you want to get your Paid Search up to date in 2016.  Fill out the form on this page or give us a call!

Make 2016 The Year of Marketing Intelligence.
Understand what your marketing dollars are producing for you, identify waste & optimize your marketing efforts!

Here John Bracamontes discusses what Acumen Studio does and how we can help you generate greater visibility online, generate new customers and more revenue.

Digital Marketing
Digital Strategy
Content Marketing
Content Strategy
SEO / Search Engine Optimization / Organic Search
PPC / Pay Per Click / Paid Search
Social Media
Email Marketing
Analytics, Analysis and Inisghts

Recent findings show that the use of Display Ads in Digital Marketing for Insurance Companies is nine times more effective at generating awareness than television, print or radio.

Display Ads for Insurance Companies

 

 

 

 

 

 

 

 

 

The reason for this is that many insurance companies are under utilizing display as a channel to generate awareness and direct conversion. This means a less saturated marketing landscape.  (*check out these display ads from Geico)
Another large reason that Display Advertising is so effective for insurance companies can be attributed to the ability to micro target and personalize.

These more relevant and personalized approaches for display ads increase their visibility as well as drive action from those who are viewing successfully placed creative and messaging.

Display Ad Success for Insurance Companies

  • Personalization
  • Segmentation
  • Placement
  • Attribution
  • and Measurement

To learn more about how we can drive greater awareness and new business for your insurance company, please call, email or fill out our online form.

The fundamentals and core attributes of marketing apply to Certified Public Accountants just as they do any other industry, but with accounting firms, both large and small there are tactics that can generate massive success.

Be Personal
One of those tactics is showing genuine personal attention to your clients. Sounds simple enough, but personal can be defined differently by most so we want to clarify what some of those effective personal touches are.

Many CPA firms will send out direct mail to their clients that uses their name on the piece, that is great, but not the personal we’re talking about. Try sending out mail with handwritten notes that mention family or events. You can also make sure to send out anniversary cards, holiday cards, birthday cards with a dollar inside (or five) all with handwritten notes.

cpa marketing

 

The Certified Public Accountant needs to be marketing themselves 100% of the time. Something that can be overlooked is the expectation of a client that they are important (which they are) and the CPA needs to make them feel that way. Being enthusiastic when meeting with clients or on the phone, making eye contact and looking genuinely happy to see your client is critical to creating that personal relationship which can ensure that they are a customer for life.

Digital Marketing & Traditional Marketing
This type of personal attention can be showcased in marketing collateral, events and on digital channels. Use written and video testimonials, hold and highlight customer appreciation events such as galas, picnics or sports outings or hold contests that keep your clients engaged. All of these things can easily be communicated in newsletters, social networks, display ads, brochures, direct mail, television, radio, SEO, PPC and more.

If you want to learn more about CPA (certified public accountant)  Marketing contact us using the form to the right or giving us a call.

Learn more about how we can help you with Digital Marketing specifically for Certified Public Accountants.

The Connected World, Now commonly known as the Internet of Things is a large and growing area of M&A.
M&A activity in the Internet of Things grew 45% from 2012 to 2013 and those numbers will continue to rise.

The Internet of Things is a web of physical objects and appliances that use the Internet to connect with other machines as well as the external environment.
Connected Home, Connected Auto, Connected Everything!

Check out the video below which speaks to Investor Activity in the space:

M&A Finance and the Internet of Things

Not only are VC’s in the IoT space, but Strategic Investors are also present, knowing that they need to be here now to capitalize on these massive opportunities later.

Check out more information on our Private Equity Marketing Services.

Want to to know more about the Real Advantage of Digital Channels for Financial Advisors?

This Digital Financial Advisor Report provides insight into how Financial Advisors engage with online and offline media when conducting investment research, and how advisors are prompted to move through the decision process from awareness to recommendation / use of the investment product and on what type of materials & methods advisors use when communicating recommendations to clients.

Quick Stats:
“94% of Financial Advisors used at least 1 internet source for researching investments”

“82% of Advisors are prompted by ads to do additional research”

Download the Full 12 Page Report Below

Social Media Strategy for Banks

 

This is the first part in our Digital Marketing for Banks series: Social Media Strategy for Banks
It’s no secret and certainly nothing new that Social Media has become a must for banks (and most financial institutions for that matter) and knowing how to use it as well as what you can and can’t say is imperative.
We touch on a few key points to plan for and pay attention to.

Strategy
Having some level of strategy always generates more success on social channels.
Things to consider when putting together a strategy:

    • Why will you be active on Social Media? Defining the reason for being there is enlightening and assists in creating a comprehensive strategy.
    • Who is your Audience and are they on Social Media Channels? This is Critical! Define your audience / target and find out if they are active on social channels and analyze how they engage on social networks.
    • How will you Engage? Define what types of information you will share on social networks (news, contests, community events, etc.). If you will be using the channels for customer service then you will need to staff accordingly and create guidlines. If you won’t be using it for customer service you need guidelines on how to field customer service questions that arrive on the social channels.

Compliance
Recently the FFIEC released a guide for social media use by banks and credit unions. The FFIEC’s guidance provides an outline for these banks and credit unions to monitor & manage the risk with being active on social media. This includes policy, monitoring, reputation, privacy and more.
FINRA also has an impact on how a Bank or Credit Union will uses Social Media. With FINRA it is all about monitoring, controlling and accountability. Record keeping and archiving are huge, this is a must and needs to be done at 100%.

Activity / Engagement
Now for the fun stuff.
You need to figure out who will manage the social activity, who will plan the content calendar, who will post, who will respond, will you use paid ads, etc. This falls a little under strategy, but this is so critical to the engagement on these channels. This person or persons will be the face of the Bank or Credit Union and be an extension of the brand, that humanistic injection into these digital spaces.
Whether it is posts, tweets, retweets, likes, shares, follows or pins you want to see that engagement!

Measurement
What should you be measuring?
That depends on the goals of the Bank or Credit Union.
But we can safely say that tracking community growth (followers & likes), engagement metrics (shares, tweets, retweets, pins) and traffic to your website are fundamental mainstays in your reporting.
It may be important to measure and report on your social influencers, online form fills, vanity phone number calls and matching why certain types of content is engaged more often than others and at what times of the day are most effective.

This is just a sampling of what Banks and Credit Unions will need to think about when integrating social media their operation.

You can also check out our page on Digital Marketing for Banks.

If you are interested in Social Media Strategy for Banks you can contact us by filling the form out on the upper right of this page or give us a call at 866-357-7422

digitally connected financially minded baby boomers study

 

The Original Baby Boomers are a major force in Finance today.
They are the Decision Makers and they have the Money.

1. Financially-Minded Boomers are better plugged in to the internet and search than their younger counterparts (Gen X and Y) when it comes to making financial decisions.

2. Search Engines and Social Channels are highly used to compare and narrow financial choices.

3. Sponsored links and videos are effective media vehicles that connect with financially minded boomers.

These individuals are looking for resources online to help them make financial decisions and the presence of financial providers online gives those providers the ability to communicate the value of their services effectively as well as build credibility and trust.

Fill out the form below to download our full study with statistics on how they engage, where and why.

Download the Full Study on the Digitally Connected, Financially Minded Boomers

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First name

Last name

Company name

Phone number

Why would anyone follow Financial Brands on Twitter?
We have listed here a list of 10 Reasons why people do it.

1. They Like the Brand
2. To be notified of Offers or Promotions
3. Getting updated brand news
4. Learn about new products or services
5. They are current customers
6. To take part in competitions
7. To Tweet interesting content
8. To get something for free
9. Access to exclusive content
10. Give Brand Feedback

Thanks for reading! From the #1 Digital Marketing Agency for Financial Services

10 reasons people follow financial services brands on twitter