Financial marketers link customers to financial services.
Financial marketing is a field that brings many types of professionals together to create new business opportunities. A financial market refers to any relationship between a buyer and a seller. A financial marketer works for an employer (i.e. a bank) to find clients for the company's financial services.
Bank Marketing
Bank marketing is a large field within the financial marketing industry. Financial marketing representatives can use websites like the American Bankers Association Marketing Network (ABAMN) to obtain information about education and career opportunities in this field. For example, obtaining certification as a Certified Financial Marketing Professional opens up new opportunities for the banking representative to move up in the banking industry.
Financial Services Marketing
Not every financial marketing representative will work for a bank or a credit union. Some financial marketing representatives work for investment brokers, financial planners, annuity companies and other financial companies. The representative markets the financial services of the company to prospective clients; for example, a representative meets with individuals and families to explain life insurance and annuity options. Job duties include recommending the right products and services based on the client's individual needs while helping the client to understand the company and make an informed decision.
Another representative might explain a bundle of financial services to a small-business owner who needs an online payment system, accounting software and online business banking that all work together.
Marketing Agency
A financial marketing representative also helps its employer or client build a brand. Whether the client's customers are companies or individual consumers, the customers need to believe in the financial services company. Branding involves a variety of marketing techniques. The customers must understand the company's values, product and service offerings, customer support programs, pricing and other details. Understanding the brand will either encourage a prospective customer to buy or to look to another company for the same type of financial service.
Public Relations
A financial marketing representative may also be responsible for networking regionally, nationally and internationally for his employer. That means attending trade conferences, participating in online communities, traveling to other countries to expand into new markets and preparing materials for the online and traditional media publications. This representative increases public awareness of the company's financial services. Everywhere the representative goes, she is the face of the company, influencing prospects to become customers.
Referrals
A financial marketing representative may make the first contact with potential customers who have been referred to the company or sourced from lists of leads. Just because a person is referred does not mean he will become a customer. The rep uses interpersonal communication skills to turn a lead or referral into an actual customer.
Tags: financial marketing, financial marketing representative, financial services, marketing representative, company financial, company financial services, financial services