Since working in the finance industry as a digital marketer for the last six months, I’ve seen first hand how marketing can often feel unfamiliar or even unnecessary to finance professionals. That hesitation is totally understandable, finance is built on trust, data, and precision, not catchy slogans or flashy campaigns.
But here’s the reality, without some focus on marketing, even the most skilled firms risk staying invisible to potential clients. The good news? You don’t need a massive budget or a complex strategy to make a real impact.
Here are six common marketing mistakes I’ve seen finance businesses make, and simple ways you can avoid them.
1. Talking too much about the product
Many finance firms focus heavily on services or technical features, using jargon rather than customer-focused language. The result? Potential clients get overwhelmed or disengaged.
Instead, focus on client outcomes like boosted cashflow or reduced debtor days. Make sure you use plain language and steer away from jargon.
2. Ignoring Search Engine Optimisation (SEO)
If someone searches for advice can your website be found? Without SEO, you’re missing many people who already need your help.
Instead, start by writing blog posts that answer common client questions. Use tools like Google Keyword Planner or AnswerThePublic to find real search terms and ensure you include those keywords naturally in your content.
3. Poor Website Experience
Your website is your digital front window. If it’s cluttered, confusing, or hard to use- especially on mobile- visitors will leave before engaging with you.
Instead, keep your homepage focused on one clear message and an obvious next step, like “Book A Call” or “Download Our Guide”. Ensure navigation is simple and pages load quickly.
4. Avoiding Social Media
Finance professionals often avoid social media because it feels informal. But, platforms like LinkedIn, Instagram, or YouTube can help you build credibility and reach new clients- especially younger ones.
Instead, share short tips, insights, or explainers in simple formats. Consistency matters more than frequency, start small and focus on providing value.
5. Not Building An Email List
Relying solely on ads or cold outreach limits your access to a powerful tool, an email list. This can become a direct, owned channel to deliver value, build trust, and nurture relationships.
Instead, offer a free guide, checklist, or short video in exchange for an email address. Then deliver newsletters, updates, or helpful content, not just sales pitches!!
6. Not Tracking What Works
One of the most common mistakes in finance marketing is not reviewing the performance of your efforts. If you’re not tracking what’s working and what’s not, it’s easy to waste time and money on strategies that don’t deliver results.
Instead, use tools like Google Analytics to see where traffic comes from, which pages perform best, and how many people convert. Track email performance in MailChimp or similar tools. Set clear monthly goals, e.g. 10 downloads per month, and review regularly.
These insights are based on what I’ve learned over the past six months working in finance marketing. In my view, the real shift needed is in mindset. Marketing isn’t about being flashy; it’s about being clear, useful, visible, and providing relatable content to the right audience.
Ask yourself:
- “What does the client want to know?”
- “How can I make messaging simple and trustworthy?”
- “What actionable next step can I offer?”
Fixing just two of these areas, like improving your SEO and adding tracking, can make a noticeable difference in leads and growth.
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