Regulatory concerns are often cited as the top hurdle for financial services marketers attempting to develop an effective demand creation strategy. Everything from content format, delivery channel and messaging can be subject to regulatory uncertainty, causing marketing leaders to proceed with exceptional caution when rolling out demand creation programs. As a result, financial institutions have often been reluctant to fully engage customers and prospects through social media, email, webinars and other non-traditional means.
However, best-in-class financial services marketers are effectively deploying demand creation programs that fully utilize new content formats and delivery channels, even in segments of the industry that target high-net-worth clients and have stringent “know your customer” (KYC) requirements before engaging with a prospect. To build a successful demand creation strategy while minimizing regulatory constraints, keep these three essential guidelines in mind:
While regulatory considerations will always be top of mind for financial services marketers, focusing on audience-centric messaging and thought leadership can help them feel comfortable utilizing non-traditional channels for demand creation. Avoiding these channels is no longer a choice for financial services marketers.
Robert is the Segment Director of Financial Services at SiriusDecisions. He is a marketing and sales leader with a background in asset management, corporate banking and brokerage. At SiriusDecisions, he works with marketing leaders in the financial services industry on organizational and strategic alignment, marketing compliance, marketing investment and budget and content strategy. Follow Bob on Twitter @robertmckinno10.