Power Discovery in Financial Services with Messaging
July 5, 2023
Use messaging to effectively introduce clients to your services
Introducing your clients to new products and services is one of the most important things your business can do, while also being one of the most difficult. There are millions of financial service providers available, and they’re all working hard to ensure they come out on top. So how do you stay ahead of the game when showing off your new products and services? Messaging can be your secret weapon. Delivering your communications right to the customer’s phone, on a platform they use all the time, puts you in prime position.
Getting their attention with messaging
Messaging connects with customers on a more personal level than traditional marketing channels. Delivering conversations directly to their phones, on a platform they’re familiar with, creates fantastic opportunities for them to discover your new services. Having the ability to to chat with your business on their terms can be a game changer when it comes to showing off just how valuable you can be to their financial wellbeing.
Okay, so we know messaging is important. But exactly how can you use it to your advantage? Let’s get into it:
Customers can check credit scores via messaging. You can let them know their current scores, and show them any recent changes.
Speak to an advisor
Allocating savings, buying a car, buying a house, having a child, and many other factors can change your customers’ financial goals. Having advisors on-demand via messaging gets you closer than ever before. Having the ability to have those important conversations on the customer’s preferred platform at their preferred time can be a huge incentive for them to reach out.
Improving savings lessons
Making your business an educational resource is one of the most valuable things you can do. Sending out savings lessons and tips via messenger provides helpful, educational material at the customers fingertips. Once customers discover how valuable your services can be, it’s easier to lead them further down the customer journey.
New mortgage deals
Offering new mortgage options? Interest rates change? Let your customers know. Whether it’s a customer looking to buy a house, or a homeowner thinking about refinancing, new mortgage options can help many customers discover their options.
Seasonal and limited time credit promotion
Seasonal and holiday promotions are commonplace in today’s market, but messaging can help your promotions stand out. Delivering the key information right to your customers’ phones puts you in direct contact, giving you an advantage over traditional media.
Notify your customers of promotions or giveaways your business is running via messenger. You can link them to new services, and offer discounts or freebies to the winner. Messaging allows them to enter the competition directly from their phone, hassle-free without any complicated steps.
New service promotion
If you’ve developed a new service, you deserve to show it off! Messaging can help customers discover your services without having to navigate social media or web pages, and bring them directly to that shiny new service.
National Australian Bank
National Australia Bank (NAB) is one of Australia’s largest financial institutions. For nearly 40 years, it has helped Australians achieve their financial goals.
In 2020, during a time of wavering certainty and confidence, NAB wanted to increase support for small and medium business customers with more personalized and convenient lending support. NAB aimed to increase online business-lending inquiries and grow market share.
Using ads that click to Messenger in News Feed, NAB invited potential borrowers to ask an NAB Business Expert about the competitive rates of the NAB Business Option Loan. Once in Messenger, people connected in real time to a team of NAB Business Experts who identified their business needs and provided convenient support and advice about available lending products.
So, how did the program perform?
83% lower cost per online inquiry (compared to business-as-usual ads in News Feed)
6X more leads from Messenger (compared to other online channels within the same period)
85% of customers “very satisfied” with their inquiry experience
NAB’s Messenger experience put people in touch with business experts in real time, driving lower cost lead generation and a large cohort of satisfied new customers.
Empower discovery with messaging
Platforms like WhatsApp are ideal for personal, conversational communication to enhance your connection with customers. Giving your business the ability to connect with customers on a more individual level, they’ll be able to discover your services more easily, and you’ll be able to provide more value in their financial lives.
Getting them past that crucial step of the customer journey allows you to set up purchases, subscriptions, and gain long term customers you may have missed without messaging.