Many smaller UK financial services firms are spending thousands on marketing strategies that don’t have the necessary impact. Their strategy doesn’t help brand awareness, generate any leads or assist with client retention.
Worse still, many don’t realise where they are going wrong.
In a sector where trust is vital and ever evolving regulation remains a key focus, marketing often becomes either too safe to be effective or too vague and similar to competitors to be remembered.
The result? A lot of effort and expense, and very little actual business growth.
The trust gap: generic isn’t working
Unquestionably, Financial services firms love to use words like ‘innovative,’ ‘tailored,’ and ‘trusted.’ The issue is, so many businesses are saying the same thing. This means that nobody stands out.
In a time where clients and businesses are more financially cautious and digitally aware than ever, generic messaging just isn’t effective. Trust isn’t earned through marketing slogans. It is built through clarity, consistency, and demonstrating real expertise. Showing how you help clients solve their financial challenges.
The regulation trap: playing it too safe
Understandably, many firms default to safe marketing out of fear of breaching FCA regulations. But playing it safe doesn’t mean being invisible.
Regulation-compliant marketing can still be bold, sharp, and memorable. The key is understanding where the lines are and how to create messaging that builds credibility, while staying well within the rules.
Today’s Financial Services buyer: smarter, faster, sceptical?
Decision-makers, whether business to business (B2B) buyers or individuals and families, are drowning in content and messaging. They don’t want jargon. Or content showing how ‘clever’ an individual or company is. They want proof of how you will help them.
For that reason, they expect:
- Clear reasons why they should work with you
- Authoritative, relevant, easy to understand content
- Real people behind the brand
- A seamless digital experience, complementing a personal service
Is your business delivering these?
So what works?
Firstly, it’s always good to analyse what you are doing, look at the data behind recent client acquisitions and see where they heard about you. Client surveys can help you identify why clients like and work with you, helping you develop messaging for future marketing activity. Consumer Duty encourages the use of client feedback, so this can be multipurpose, to ensure existing clients are receiving fair value and you’re listening to their thoughts and acting accordingly.
Below are a few ideas ideas that are helping to drive real growth for financial services firms:
- Sharp positioning: Focused messaging aimed at specific client types, not a catch all. Identifying these groups and ‘personas’ means that you can create messaging in marketing content and events that resonate with your target audience.
- Content-led strategies: Educational content that demonstrates the companies expertise and drives organic engagement. This could include guides to retirement planning, webinars or whitepapers—not just sharing LinkedIn posts).
- Performance-driven campaigns: Measurable lead generation campaigns using targeted digital advertising on LinkedIn, Google and utilising search engine optimisation (SEO).
- Marketing that supports business development: developing tools, messaging, and funnels that don’t just attract leads but help to actually convert them into introductory meetings and ultimately into clients.
Financial promotions can still be effective
With a marketing expert who understands regulation and works effectively with your compliance team, you can respect the financial promotions rules and build a brand that people remember, trust, and want to engage with.
Ready to stop wasting money on ineffective marketing?
If you think that your firm’s marketing could be doing more or working more effectively, let’s have a conversation.
A frank discussion about what’s working, what’s not, and how to fix it. At no cost to yourself.
