Google Updates

14 Apr 2025 | Digital Marketing

Reading Time: 2 minutes

Google rolls out multiple core and spam updates each year to refine search quality, enhance spam detection, and improve overall user experience.
Below is a recap of the major Google algorithm updates for 2024, outlining their purpose and impact on search rankings and website performance.

Update Name	Date	Description
March ’25 Core Update	Started 13/03/2025 – Completed 27/03/2025	A broad algorithm update aimed at improving the visibility of relevant and satisfying content across all types of websites. With a continued focus on promoting content from individual creators. It is expected to take up to two weeks to fully deploy and impacts search features globally.
December ’24 Spam Update	Started 19/12/2024 – Completed 26/12/2024	Aimed at improving Google’s spam detection capabilities. Broad spam update targeting websites in violation of Google’s spam policies.
December ’24 Core Update	Started 12/12/2024 – Completed 18/12/2024	Fourth and final core update of 2024. Aimed at refining search rankings to improve content quality and relevance. Many sites experienced fluctuations, with a focus on rewarding high-value content.
November ’24 Core Update	Started 11/11/2024 – Completed 5/12/2024	A major algorithm update lasting over three weeks, refining Google’s ranking criteria to favor authoritative, user-focused content while downranking outdated or unhelpful pages. The algorithm was also updated to understand context and intent to provide more nuanced search results.
Ranking Experiencing an Ongoing Issue	Started 15/08/2024 – Completed 19/08/2024	Google acknowledged ranking disruptions due to technical issues affecting indexing and ranking stability. Temporary ranking volatility was observed.
August ’24 Core Update	Started 15/08/2024 – Completed 3/09/2024	Rolled out to improve search result quality, promoting useful content. This update incorporated feedback from creators following the March ‘24 update. Aiming to help small and independent publishers with original and relevant content connect with users.
June ’24 Spam Update	Started 20/06/2024 – Completed 27/06/2024	The goal of this update was to improve search result quality by targeting websites in violation of Google’s spam policies. Focused on the elimination of various forms of spam such as automated AI content generation with the sole purpose of improving search rankings, paid links meant to manipulate rankings, thin, duplicated or poor-quality content, and hidden redirects or other deceptive techniques.
March ’24 Spam Update	Started 5/03/2024 – Completed 19/03/2024	Aimed at improving Google’s ability to detect search spam making use of manipulative tactics. Targeted aggressive spam tactics such as expired domain abuse, scaled content abuse and site reputation abuse.
March ’24 Core Update	Started 5/03/2024 – Completed 19/04/2024	A major ranking update over 45 days, with the goal of enhancing search result quality by reducing low-quality content. Focusing on content relevance, expertise, and trustworthiness while reducing the impact of low-quality sites.

Employee Spotlight: Meet Farah, Social Media Account Manager

20 Feb 2025 | Digital Marketing, Finance

Reading Time: 3 minutes

At Woya Digital, we’re proud to have an incredible team, and today, we’re spotlighting Farah Dietrich, our talented Social Media Account Manager. With an Honours degree in Mass Communications and Media and background as Head of Marketing for a social media SAAS agency, Farah brings her expertise in strategy, content and paid advertising to Woya.

1. Can you share a little about your role and what you do on a daily basis?

As a Social Media Account Manager at Woya, I work closely with clients to create and execute strategies that reflect their unique goals, voice, and values. My role involves planning and managing content, running paid advertising campaigns on Meta, and ensuring every effort is aligned with the client’s vision.

I maintain regular communication with clients to understand their needs, provide updates, and ensure their expectations are met. On a daily basis, I oversee content creation, schedule posts, monitor engagement, and analyse performance data to refine strategies and improve outcomes. My focus is on delivering thoughtful, results-driven social media management that helps clients build their presence and achieve their objectives.

2. What do you enjoy most about working at Woya, and what keeps you motivated?

I’m learning every day and that’s what I enjoy the most. Additionally I truly appreciate being part of such a talented, hardworking and driven team, where we all share a common goal of delivering holistic and sustainable digital growth for our clients. The commitment to quality and excellence here is something I deeply value, and I’m proud to contribute to a company that consistently achieves outstanding results.

What motivates me most is seeing Woya Digital grow and succeed. I’m deeply invested in its ongoing development and take pride in playing a role in that progress. Equally fulfilling is the opportunity to work alongside our clients, whose businesses create meaningful, positive impacts in their communities. It’s inspiring to be part of their journeys and to help them achieve their goals.

3. Is there a particular project or accomplishment you’re especially proud of?

One accomplishment I’m particularly proud of is providing consistent, high-quality content for a client who previously had little to no social media presence. Through a structured content plan and a more strategic approach to messaging, I helped improve their impressions and organic reach. Seeing their social media go from inactive to a well-maintained, engaging presence has been incredibly rewarding.

I also take pride in delivering quality content across multiple client accounts while balancing strategy, execution, and client collaboration.

4. What’s something clients might not know about your job or the team?

One thing clients may not realise is how personally invested we are in helping them achieve their marketing goals. We take great pride in delivering the best possible service, not just because it’s our job, but because we genuinely want to see them succeed.

Our team is incredibly hardworking, and each of us brings unique expertise and insights that contribute to Woya’s success. We collaborate, strategise, and refine our approaches to ensure that every client receives tailored solutions that align with their vision. At the end of the day, their success is our success, and we are always willing to go the extra mile to make it happen.

5. Outside of work, what are some hobbies or interests that inspire you?

Outside of work, I stay active by playing Touch Rugby, practising Jiu-Jitsu, and surfing whenever I can. I’m also a dedicated plant mum—my clients already know this!

I get a lot of inspiration from staying active and being outdoors, whether I’m on a trail run or in the ocean. I also enjoy learning new things and challenging myself, whether it’s through reading, design, or picking up new skills. I love spending time with my family and friends who inspire me on a daily basis too!

Personal Branding and Building Influence for Finance Leaders

15 Jan 2025 | Digital Marketing, Finance

Reading Time: 7 minutes

In the modern world of finance, who you are is just as important as what you’re offering.

While not everyone wants to become a financial content creator, it’s worth taking note of the value of a personal brand across the industry. This is particularly true for finance leaders. As a central financial figure in a business or specialism, you need a personal brand that displays your knowledge, authority, and the unique value you bring to the financial sphere.

In this article, we’re going to dive deeper into the use of personal branding for finance leaders and influencers. From how to build your brand to navigating the strict regulations of the financial industry, learn how to differentiate yourself from the crowd with key insights from the Woya Digital marketing team.

Understanding the Importance of Personal Branding in Finance

Finance industry customers are – understandably – careful of who they place their trust in. This makes it a tricky industry to break into, especially if you’re looking to make your mark as an individual rather than as part of a larger financial organisation.

This is where personal branding comes in. As an effective marketing strategy for individuals, it helps you:

Build credibility and trust: In a highly regulated, competitive industry, personal branding helps you prove your reliability to your consumers, earning their trust. This might be through cultivating word-of-mouth referrals or marketing your accreditations, for example.
Differentiate your brand: Stand out amongst a sea of experts and advisors with a unique selling point (USP). This is a central aspect of personal branding that identifies what sets you apart, whether that’s an area of expertise, an innovative approach, or a commitment to sustainability. By defining and communicating your USP effectively, you can make yourself more attractive to your ideal audience.
Strengthen professional connections: The stronger your personal brand, the more connections you can focus on building within your industry. When you emphasise your expertise and unique perspectives, you’ll naturally begin to attract like-minded professionals, including mentors and collaborators. With a clear understanding of who you are, you’re more likely to build relationships founded on mutual perspectives.

But how do you start building a personal brand? Read on to explore:

How to define your brand identity
Developing valuable content
Leveraging social media
Establishing credibility

We’ll also look at how you can monitor and evolve established brands, ensuring continued growth and success.

Defining Your Brand Identity

The pillar of a strong brand identity is understanding what you bring to the table.

By clearly defining your personal brand, you can communicate it effectively and consistently.

Here are some key steps to get started.

Carry Out A Self-Assessment

Reflect on what you want your personal brand to embody. Consider your strengths – particularly those that make you unique – and the values you hold. These should sit alongside your areas of expertise, and be backed up with accreditations, certifications, and a strong portfolio.

Some questions to ask yourself at this point include:

How can I integrate my core strengths and values into my work?
What unique experiences or perspectives can I bring to my industry?
How do I want my audience to perceive me?
What long-term goals do I have, and how can I align these with my personal brand?
How do I want my services or brand to impact my area of the finance industry?

Define Your Target Audience

Once you’ve clarified who you are, it’s time to define who your audience is.

Do you guide and help others expand their financial knowledge? Maybe your target audience is a younger demographic. Or, are you engaging with other financial professionals or organisations in a B2B capacity?

Identify Your Brand Voice

Your brand voice should reflect your identity and resonate with your target audience. It can also help you differentiate yourself from competitors, build authority, and gain trust.

Consider who you’re trying to reach and begin cultivating a brand voice that effectively engages your market.

Outline Key Differentiators

How will you differentiate yourself from other established finance leaders and influencers? Your USP should fill a gap in the market, or at least bring a fresh spin on what’s already on offer.

Consider the different ways you can communicate your unique skills, knowledge, and experiences. You can then look to incorporate this into your social media profiles, visual branding, and logo etc. to convey your values and align your branding aesthetic with your USP.

Developing and Sharing Valuable Content

As a financial leader, the content you create and share will help you:

Gain the trust of your audience
Share value with your audience
Build your brand authority
Differentiate yourself from your competitors

With that in mind, it’s crucial you invest time in developing a strong content marketing strategy and generating valuable resources that give your audience a reason to listen and engage with your brand.

Choosing Your Types of Content

Explore different types of content that will bring the most value to and reach your target audience on the platforms that they frequent, and align with your goals.

Educational Blogs: Blogs provide a great opportunity to display and share your knowledge, build a clear brand identity and tone of voice, and show your readers the value you’re offering.
Case Studies and White papers: Create documents that explore the real-world applications of your financial services or knowledge, showcasing success stories and using data to add evidence to your statement.
Industry Insights: Position yourself as a thought leader by sharing insights into the financial industry. Share up-to-date info with the latest trends and build authority through relevant knowledge.

What Formats Are Best For Your Content

Alongside types of content, consider formats.

Publishing blogs and articles to your website will support your search engine optimisation (SEO) efforts, and help to increase traffic to your site. Posting articles on third-party sites can help you reach a wider audience, gain authority, and build powerful backlinks back to your website, especially if you manage to publish guest posts or digital PR articles to reputable financial platforms.

Other formats you might want to consider include:

Videos
Podcasts
Webinars
Infographics
Social media content

Share Content Consistently

When it comes to content, consistency is key. The best way forward is to create a content calendar that outlines your goals, key topics, platforms and publication dates.

You can also repurpose content to maximise its reach and make good use of your insights. For example, use snippets of blog posts to create social media updates. This not only makes your content more visible but also ensures your message remains cohesive across channels, cultivating that clear personal branding.

Leverage Social Media Channels Effectively

Social media has become the cornerstone of personal branding. Whether you’re hoping to become an influencer or land a job in a top organisation as a finance leader, social media can help you gain attention, stand out from the crowd, and prove your credibility.

When it comes to choosing platforms, we would recommend finance professionals being active on LinkedIn and X. Create a YouTube channel for all your video content, and if you’re targetting a younger demographic, add Instagram and TikTok to the list.

LinkedIn Strategies

LinkedIn is a platform that will allow you to cultivate a professional image that’ll be seen by other professionals. You should post to this platform frequently, and ensure that you first carry out profile optimisation to increase your visibility. Look to viral posts for content inspiration, and sharing, but remember to make your own content unique.

Twitter Tips for Financial Professionals

Twitter is ideal for rapid, regular insights. This is a great place to build authority as an up-to-date industry leader by reacting to news and engaging with other experts in your specific field. Focus on value-heavy, snappy statements and responses that engage and inform.

Engaging With Followers

No matter what social media platform you choose, it’s important to engage meaningfully with your audience. Respond to comments, make good use of finance-related hashtags, and join in (or create) larger social groups. Think of this as another opportunity to network alongside in-person events.

Maintaining Compliance

If you’re using social media to promote your financial services or share money management advice, ensure you remain compliant with regulations (including protecting sensitive information and never misleading your audience) to avoid landing in hot water with any regulatory body.

Establishing Credibility and Building Trust

A statement that bears repeating: to be successful in the financial services industry, you need to build credibility and trust. So, how exactly do you do this?

Showcasing Expertise: Highlight your certifications, qualifications, and professional milestones in your profiles and content to demonstrate credibility.
Partnering with Reputable Publications and Events: Look into publishing articles on third-party websites (guest posts and opinion pieces) and speaking at relevant events, on webinars and podcasts to expand your network.
Media and PR Opportunities: Use digital PR to engage with the media, sending out press releases to share or comment on relevant news. Respond to press enquiries promptly and professionally.
Client Testimonials & Success Stories: Use authentic, specific endorsements to showcase the impact of your work.
Search Engine Optimisation: Invest in SEO marketing to establish yourself as a notable presence and boost visibility, helping you compete with other financial figures and gain organic traffic. By securing top spots for relevant search results, your target audience is far likelier to find you, and trust that you’re a credible source.

Monitoring and Evolving Your Brand

Like most marketing techniques, personal branding doesn’t come to an end once you’ve ticked off every task on your to-do list. This is an ongoing strategy and one that you need to continue if you want to build and then maintain momentum.

To continuously evolve and monitor your brand, we recommend:

Tracking Impact and Engagement: Use metrics and data to follow the success of your work, and to guide you on your future strategy.
Continuous Improvement: Use your metrics to pinpoint the strategies that work and the strategies that don’t, and refine your process moving forward. You can also gather feedback from your target market, ensuring the content you create is in line with their expectations.
Personal Brand Audits: Carry out thorough assessments of your online presence as your career evolves. Does your content align with your changing goals? Are you speaking to the right audience? How could you adjust your messaging to be more in line with the industry?
Remain Compliant: Stay up-to-date with compliance changes and ensure all of your content is in line with industry standards.

Start Building Influence With a Strong Personal Branding Strategy

From following in the footsteps of successful financial influencers to securing positions at top global companies, personal branding can support you in many aspects of a financial career. Get started by defining your unique values, showcasing your expertise, and focusing on building credibility for a solid strategy.

Of course, that’s far easier said than done. If you’re struggling to get started or build momentum, it’s time to turn to our experts for help.

With years of experience working within the financial services industry, and backed by an experienced team of marketing professionals, Woya Digital can help you develop an approach that’s rooted in results for a personal brand that’s guaranteed to build influence.

Expert Tips to Inject Fresh Energy Into Your Email Marketing Campaigns This New Year

2 Jan 2025 | Digital Marketing, Email Marketing

Reading Time: 5 minutes

Email marketing has long been a way for brands to drive conversions, maintain communications with customers, and introduce new launches, offers, and events. One of the big advantages is the ability to contact engaged recipients who have previously made a purchase, opted into newsletters or expressed an interest in your products or services.

However, anyone who has an email address will also know they are flooded with promotions at this point in the year when brands are keen to focus on conversions during the post-festive slump.

If you’re keen to stand out from the crowd, generate above-average campaign returns, or ensure your subscribers are fully connected with your plans for the year ahead, our seven creative tips will boost the success of your marketing—whether you’re sending your first-ever emails or need a tried-and-tested template you can rely on.

Designing Email Campaigns With Consistency and Concision

Tip one isn’t so much a recommendation as a fundamental to developing email campaigns that really resonate, respecting that your audience probably has minimal time and might decide whether or not an email is worth even opening within a fraction of a second.

Great email campaigns aren’t just designed to look great and incentivise viewers to open, read more, discover the exciting news or offers inside, and—essentially—react accordingly.

Amazing branding is also instantly recognisable, and even if you’re at the start of your journey as a business, you want to avoid clutter, rambling paragraphs of text nobody will read, or overwhelming your audience with too much, too fast and too soon (hint: save it for your landing pages).

A simple, well-thought-out email that viewers recognise and can scan quickly is ideal, with plenty of white space to ensure the interaction doesn’t feel chaotic and too demanding of their attention.

Creating One-Line Email Marketing Subjects and Headers to Enhance Open Rates

Next, you’ll want to consider how you title your email; and the obvious answer is rarely right.

Take a quick browse of your inbox, and you’ll likely see dozens of generic ‘Happy New Year’ messages—from companies you barely know—and tons of ‘massive discount’ subject lines that feel samey at best.

Think about your email subject as an appetiser, an incentive, an introduction and a way to give your audience a reason to care rather than simply a boring or predictable sentence that unveils what’s inside.

Keep it short, snappy, and contextual, and don’t forget to add a little personality. A funny, silly, or downright unusual email will be opened countless times more than one that promises little in the way of newness – it’s always good to use intrigue and human curiosity to your advantage.

Placing Equal Importance on Email Graphics and Creativity as Content

Emails are largely text, and it’s pretty hard to embed a video, GIF or large graphic without it taking far too long to load, putting your customers off, or detracting from the point you want to make.

The trick is to think about using carefully selected visual elements to add interest and entertainment to the text within your content, ensuring that you’re not relying on your viewers to do more reading than necessary to take away the messaging you need them to absorb.

Using colours, images, and fonts can capture psychological responses to cute, fun, and user-friendly graphics, which can establish a point or communicate an idea faster than written words.

Making it Personal, Contextual and Highly Relevant

Customisation is king, and consumers who feel seen, valued and part of a community are substantially more likely to engage with a brand, click on offers, react to a promotion or convert from interested viewers to loyal buyers if they feel you have made an effort to customise your communications just for them.

Whether this means inserting user names, cross-referencing past behaviours and purchases, or segmenting your email list to ensure your campaigns are structured slightly differently according to the demographics or preferences expressed by each group, it can have a marked impact.

If you’re fortunate enough to have a subscriber list, say 100,000 strong, it’s incredibly likely that you can split that database into several groups and provide more bespoke messaging to each segment based on all the information you know about their interests, priorities and pain points.

Adapting Email Marketing Campaigns for a Seamless Mobile-Based Experience

Needless to say, a proportion of your subscribers are almost certain to view emails on a phone or tablet, and gone are the lazy days when one format would work for everyone.

Instead, brands need to assume that each recipient could open an email on a phone and press delete or send an email to junk in a flash if the content is blurry, wonky, misaligned or impossible to read.

Optimising for mobile doesn’t have to be laborious or complex. It simply means paying the right amount of attention to layout and formatting, using big, impossible-to-ignore buttons, and avoiding long-winded content, which, as we’ve seen, is typically less effective.

Steering Clear of a One-and-Done Mentality

We often use A/B testing, and it’s much more than seeing which version works best or a tiebreaker between two designs or styles you like equally. It’s more like trying to adapt one message or campaign to satisfy as many of your subscribers as possible and avoiding the temptation to make important marketing decisions based on your own preferences or assumptions.

Getting to know what your audience loves and reacts to means you can pick a version that you know will generate more conversions and clicks without guesswork or hoping your audience will think and react the same way you do.

Our advice is also to ensure analytics and performance monitoring are embedded in your marketing activities rather than sending a campaign into the world and crossing your fingers. Analytics show you who has opened each message, who clicked on which CTA, and which fell flat.

Making tweaks and edits as you go is part of successful marketing, and the adjustments you make along the way are informed purely by your audience’s wants, needs, and responses.

Designing Call to Action Buttons as a Starring Feature

Finally, if you’re depending on your email campaigns to deliver, you need to check that your CTAs aren’t buried, difficult to find, or ambiguous. These clever buttons don’t just encourage reactions but also show your viewers exactly what you want them to do and how to do it.

A compelling, clickable, and highly visible CTA provides a steer for your viewer. The more they jump out of the page (or the screen), the easier it is for a subscriber to click and feel that whatever response you’re trying to gain is an obvious response.

We hope these tips and tricks provide a cheat sheet for immersive email campaigns that exceed your expectations. As always, if you’re stuck for inspiration, floundering at the first hurdle, or unclear on where to start, you are welcome to contact the content and digital marketing specialists at Woya for more tailored guidance, advice, and assistance.

The Importance of Lead Generation Marketing for the Finance Sector

15 Oct 2024 | Digital Marketing, Finance

Reading Time: 7 minutes

The UK is a global financial hub with London at the epicentre.

While this is excellent news for professionals who are passionate about all things finance, it also poses some pretty serious competition for businesses in the financial sector.

There are countless bookkeepers, accountants, financial advisors, and independent banks up and running, making it challenging for new or smaller businesses to stand out. Add to this the current demands for digital transformation and evolving customer expectations, and you’ve got a lot of hurdles to overcome.

The answer to succeeding in such a competitive industry? Lead generation marketing.

In this article, we’re going to dive into what exactly lead generation marketing is, why marketing for the finance sector is so crucial, and the best strategies for financial institutions to employ.

What Is Lead Generation Marketing?

Lead generation is the opposite of waiting for your target audience to come to you. Instead, you take action by identifying and engaging potential customers (your leads) through a series of marketing strategies designed to boost interest in your business.

In the finance sector, there are a few unique aspects of lead generation that it pays to be aware of before you implement a strategy. These include:

High-value clients: Rather than casting a wide net and catching low-quality leads (those who are unlikely to convert or will spend less with your business), you need to focus on high-value clients. These are the customers who are likely to stick with your business for the long term and bring in a significant amount of revenue.
Long decision-making cycles: In the finance sector, the time between the initial engagement with your business and making a sale can typically be long. Clients are careful with choosing who should handle their finances and are likely to check reviews, shop around, and need multiple interactions before possibly converting.
Strict regulations: Marketing for the finance sector involves plenty of laws and regulations. For example, it’s vital you don’t mislead consumers, are clear about any relevant interest rates, and include representative APR examples.

It’s also important to consider the differences between business-to-business (B2B) and business-to-customer (B2C) lead generation marketing.

B2B marketing tends to focus on building relationships with clients who already know what they need. The decision-making cycle can be longer with a demand for multi-faceted lead nurturing. In B2C marketing, the decision-making process should be made as simple as possible, with a focus on quicker transactions and ease of use.

B2B marketing tends to be geared towards clear features of your financial services or products, and won’t shy away from using a dash of industry jargon. You’re speaking to an audience who is (usually) already educated about what you’re offering.

B2C marketing is more relaxed and might focus on value and emotions, putting the jargon aside for more accessible messaging.

It’s vital that you know whether you’ll be implementing B2B or B2C lead generation marketing before you kickstart your campaign.

Why Lead Generation Is Crucial For Financial Institutions

Lead generation marketing for the finance sector isn’t an easy business, so why bother? Let’s take a look at exactly what this strategy brings to the table, and why it’s always worth your time.

Customer Acquisition

With over 80,000 financial businesses in the UK vying for a share of the market, focusing on customer acquisition is crucial.

Lead generation marketing is a targeted strategy that begins by defining your niche. This helps you focus your time on quality prospects and, through clever research, gives you the strategies needed to win them over.

It helps you attract new customers by making sure you’re in front of the right people at the right time, too. In business, that sort of serendipity is invaluable.

Building Trust and Credibility

In an industry where you’re often handling client money or advising on how to acquire, save, and grow their funds, trust is crucial. Lead generation marketing allows you to build relationships with your potential clients and establish credibility.

This strategy emphasises nurturing through consistency and transparency, allowing you to showcase your expertise and address questions reliably. By doing so, you help prospective clients form a clear understanding of your business and why they can confidently choose your financial services.

Regulatory Compliance

We’ve already touched on the importance of following regulations when carrying out marketing for the finance sector, but it’s worth going into a little more detail before we move on.

Regulatory compliance isn’t optional. If you don’t follow UK advertising standards then your marketing is likely to be removed and you could face fines and penalties.

This isn’t an area that you can be a little cheeky with, either. The rules are there in black and white, and there’s no wriggle room allowed. Some of the regulations outlined by the Advertising Standards Authority include:

Being clear about what your financial product or service is, and not taking advantage of an audience who might not have a strong financial knowledge.
Offering free material alongside short advertisements that further explain the deal or contract on offer.
Including the basis used to calculate any interest.

If you’re worried about complying with UK regulations, your best bet is to work with a team already experienced in compliant lead generation marketing, like our team at Woya.

High-Value Relationships

Lead generation focuses on quality over quantity – always.

It does this by implementing strategies designed to target long decision-making cycles and focus on serious leads. Lead generation marketing pinpoints your target audience, helps you to understand them and emphasises the importance of targeted campaigns to show off the value that your business brings to clients (both B2B and B2C).

A pretty crucial aspect of lead generation is the use of data. From social media metrics to website analytics, you’ll use data to direct future marketing campaigns and streamline your efforts for an overall boost to your ROI.

Key Lead Generation Strategies for the Finance Sector

Around half of professional marketers consider lead generation to be a top business priority. Our hot take on the topic? We’re surprised it’s not more than 50%.

At its core, lead generation helps you identify and convert the clients who will generate your business’ revenue. That makes it extremely important, to say the least. So, how can you get started?

To gain more insight into what lead generation marketing for the finance sector involves, we’ve taken a look at some of the key strategies. These are techniques used and trusted by our team, giving them the Woya seal of approval.

Content Marketing

Kick off your lead generation marketing strategy with a focus on content marketing. Informative and authoritative content can attract new leads and help them move along your marketing funnel.

From blog posts to podcasts, content is a fantastic way to show off your industry knowledge and establish your business as a thought leader, building trust that moves beyond the features of your products or services.

There are tons of different forms of content that you can create including: White papers (particularly for B2B marketing), case studies, and financial webinars.

We’d also recommend incorporating testimonials into your content marketing strategy. With over 80% of UK consumers trusting reviews, this is a smart way to boost the credibility of your marketing messaging.

Search Engine Optimisation (SEO)

SEO is a lead generation method that involves organically placing yourself in front of your target audience. Unlike traditional advertising, this isn’t invasive – it simply helps leads already looking for a business like yours to find you.

SEO helps you rank for keywords and phrases that your target audience is searching for in Google, and other search engines. For example, your keyword research might identify that ‘accountants for small businesses’ is a frequently searched term. Optimising your website to rank for it could bring more viable leads your way.

Pay-Per-Click (PPC) Advertising

PPC bypasses the lengthy process of SEO for an near-instant marketing method.

This method of lead generation marketing involves paying for a sponsored position in search engines for relevant keywords. So, for example, rather than using SEO strategies to rank naturally for ‘accountants for small businesses’, you’d simply pay for a spot at the top of the SERPs (search engine results pages).

Email Marketing

Email marketing is a smart way to engage leads who are already in your marketing funnel. It’s particularly useful for creating personalised, segmented messaging that tackles different leads’ needs directly.

For example, if a lead gave you permission to email them when they took an action such as downloading your whitepaper on tax compliance, you’ll know they’re looking for information about tax. Emails that market your tax-related services or resources, therefore, are more likely to engage them.

We also recommend using software to add your leads’ names to your marketing. These personalised emails are more likely to be opened, making it a simple way to improve the efficacy of your lead generation marketing.

You must follow best practices for email marketing in the finance industry. This includes following data protection laws when storing client email addresses and other information.

Social Media Marketing

Social media is a useful tool for sharing your marketing messaging with both B2B and B2C clients.

For B2B clients your focus would be on relevant platforms such as LinkedIn and X (formerly Twitter). For B2C clients, you may focus more on platforms such as X (formerly Twitter), Instagram, and Facebook.

We particularly love social media marketing for building those all-important, long-term relationships with your leads. Consistent, high-value content sharing will create repeat impressions and encourage your leads to interact with your business as they gain trust in your financial services.

Another important aspect of your social marketing strategy is paid social ads. With an audience of billions of monthly users, targeted, well-formulated ads can help you reach new leads and keep those in your marketing funnel actively engaged.

Best Practices For Lead Generation Marketing

Not all finance sector marketing is created equally. To give your campaign the best chance of standing out from the crowd and turning leads into clients, let’s take a quick look at best practices:

Compliance and regulations: Be vigilant that all of your lead generation activities meet industry standards and follow UK laws. This includes advertising standards and data protection standards.
Tailor your marketing: By tailoring your content to individual clients (or segments) through personalisation, you create far more engaging campaigns.
Continuous optimisation: Lead generation marketing isn’t designed to be stagnant. Use data and metrics to continuously refine your campaigns and keep your strategies focused on results.

Last of all, work with professionals. We might be biased, but we don’t think your lead generation marketing can get any greater advantage than the help of an experienced team. And…

That’s Where We Come In!

At Woya Digital, we’re experienced experts in lead generation marketing for the finance sector and have a stellar reputation to prove it. We offer services specially tailored to finance businesses and, with a niche knowledge of nurturing leads in this industry, we can take your marketing to the next level.

Want to learn more? Get in touch today to talk more about your lead generation.

Tactics to Integrate Patient Education into Healthcare Marketing Campaigns

17 Sep 2024 | Digital Marketing, Healthcare

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As part of our ‘ask the experts’ series, we asked professionals working in the healthcare sector about the link between patient education and marketing.

In marketing, now more than ever, it is important to take a look outside and gather differing opinions and insight. We live in a world of channelling algorithms, so taking the opportunity to ‘ask around’ can provide valuable insight for digital marketing strategies and online visibility campaigns.

What role does patient education play in healthcare marketing, and how can it be effectively integrated into campaigns? Here is what a few thought leaders have to say:

- Empower Practitioners to Educate Patients
- Differentiate with Educational Content
- Build Trust with Knowledge
- Demystify Therapies Through Workshops
- Establish Expertise with Informative Content
- Educate and Convert with Email Series

Empower Practitioners to Educate Patients

Patient education is a vital aspect of healthcare marketing, but it’s true power lies in empowering practitioners to champion patient care. We believe that when healthcare providers are well-equipped with the right tools and knowledge, they can become advocates for patient education, which in turn enhances the overall quality of care. By focusing on empowering practitioners, we can drive a more informed, engaged, and proactive patient base.

For instance, we launched a campaign that provided practitioners with educational resources, such as guides and other resources on effective communication strategies and the latest healthcare trends. These resources helped practitioners feel more confident in their ability to educate patients about their health options. As a result, these practitioners became more proactive in discussing preventive care and treatment plans with their patients.

This approach not only improved patient outcomes but also positioned our platform as a trusted partner in advancing patient care. By empowering practitioners to lead the charge in patient education, we foster a more collaborative and effective healthcare environment.

Jamie Frew, CEO, Carepatron

Differentiate with Educational Content

Patient education is a cornerstone to building trust and empowering patients to make informed decisions. By integrating educational content into marketing campaigns, healthcare providers can differentiate themselves as credible sources of information while also addressing patient concerns and questions.

For example, we incorporated educational videos and blogs into our marketing strategy to explain the benefits and risks of various procedures. This not only helped potential patients feel more comfortable and informed but also increased engagement by answering common questions upfront.

David Hill, MD, Plastic Surgeon & Medical Director, Fulcrum Aesthetics & Surgery

Build Trust with Knowledge

Patient education is key in healthcare marketing. It builds trust by empowering patients with knowledge, making them more engaged in their care. To integrate it effectively, focus on clear, actionable content that addresses common concerns. For example, a campaign on managing diabetes could include tips, videos, and tools to help patients control their condition, positioning your brand as a trusted resource.

Chandler Yuen, Digital Marketing Specialist, SNF Metrics

Demystify Therapies Through Workshops

Patient education plays a crucial role in healthcare marketing, as it equips individuals with the necessary tools to make informed health decisions. By incorporating accessible and straightforward resources into marketing campaigns, healthcare professionals can effectively address patients’ common concerns and misconceptions. One effective strategy I employed was developing a workshop series designed to demystify the therapeutic process, which helped alleviate clients’ anxiety about seeking therapy.

Creating a supportive environment for information sharing empowers clients to actively participate in their treatment plans. Such an educational approach not only fosters patient-centred care but also improves adherence to prescribed medications and therapies. The positive responses from clients reaffirmed that understanding the rationale behind treatments enhances their commitment to their mental health. This emphasis on education cultivates a more engaged and informed patient population.

Kristie Tse, Founder & Therapist, Uncover Mental Health Counseling

Establish Expertise with Informative Content

When marketing your services, providing educational content gives potential patients valuable insights into health conditions, treatment options, and the importance of preventive care. This helps them understand their health needs and encourages proactive engagement. For example, a clinic that offers webinars or informative videos about managing chronic illnesses can attract patients who are looking for guidance and support. By positioning yourself as a trusted source of information, you not only address immediate healthcare concerns but also establish your expertise.

To integrate patient education into marketing campaigns, first identify the specific health topics or issues that resonate with your target audience. This could be anything from managing chronic conditions to understanding preventive care options. Once you’ve pinpointed these areas, develop educational content that is both informative and easy to understand. This could include blog posts, infographics, videos, or even quizzes that encourage interaction.

Maria Knobel, Medical Director, Medical Cert UK

Educate and Convert with Email Series

When someone signs up for more information, my goal is to genuinely help them reduce their medications and improve their health. I create a series of emails that link to blogs where I provide educational videos and written content on how to get well – all at no cost. Over time, many of these individuals become patients or purchase products from my website.

I also provide ongoing education to my patients, requiring them to watch 60 videos over the course of a year to help improve their health. This approach has made a significant difference in both compliance and results.

Dr. Jonathan Spages, Doctor, Author, Advanced Natural Health Center

Patient Education and Healthcare Marketing

At Woya Digital, we find that when patient education has been integrated into healthcare marketing campaigns, this provides a strategic approach to not only enhance engagement, but also to foster trust and potentially improve patient outcomes.

To fully capitalise on these opportunities, we would always advise to embed educational content into your existing online marketing channels, for example websites or social media platforms. This allows clear conversion goals to be established, which is a critical efficacy measurement, allowing the evaluation of impact and return on investment (ROI).

By consistently tracking and optimising key metrics, healthcare organisations can refine their marketing strategy to deliver more effective campaigns that resonate with patients and achieve measurable success. Full integration will also ensure that your educational efforts align with your broader marketing goals, providing customers with the information they need while simultaneously reinforcing brand credibility.

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