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Social for Financial Services Brands in the UK

In a sector that is as regulated and competitive as financial services in the UK, it isn’t always easy to transform social into a performance channel. Luckily, DAC’s “Geeks with Personality” have an idea or two for how to translate industry trends and data into scalable, on-brand, multichannel social strategies. Thanks to our experience working with top-tier financial service clients, we know how to use social to build brand awareness, increase customer engagement, and make every penny—and tweet—count.

Making high interest work in your favour

Banking, finance, and insurance brands are in the middle of transitioning to the online space, but there is a sense of urgency. Customers are no longer content restricting their banking into business hours, trekking to a physical branch just to wait in line to see a clerk; instead, the modern consumer increasingly expects to be able to keep track of their finances online—and on mobile—any time, 24 hours a day.

Online financial services may be weighed down by stringent security protocols and password policies, but social media has still become an important facet of customer service in the industry. After all, social is about more than outbound marketing: it's also where customers turn to ask questions and air grievances. Brands that don’t respond are basically doing the digital equivalent of keeping customer phone calls on hold until they hang up. But social media is a lot more public than a phone call. Marketing managers have to be prepared for social engagements—the good and the bad—by creating clear guidelines and establishing accountability through, for example, the use of digital signatures at the end of social media posts.

Auto-response messaging may be efficient, but, due to its impersonal nature, should generally be avoided. Direct messaging, on the other hand, is a powerful tool, providing a way to connect that is both personal and private. Whatever your methods, timeliness should be a top priority: your customers expect to be acknowledged as quickly as possible, and can you blame them?

60%

A mobile future: In 2015, around 34% of UK adults used mobile banking. That number is expected to almost double, hitting 60% by 20201

28%

Crowdsource it: According to a Hootsuite survey, after reading Twitter 28% of investment pros have looked into an issue and 12% had made an investment decision2

92%

Twitter for the win: 92% of financial services brands maintain an active presence on Twitter3

10%

When opportunity knocks… Financial services websites convert at 10% on average, which is significantly higher than any other industry!4

1 Centre for Economics and Business Research, “Future Trends in UK Banking”, April 2015
2 Hootsuite, "The Financial Services Guide to Implementing a Social Media Strategy", April 2013
3 Corporate Insight, “Social leaders report”, April 2012
4 MarketingSherpa, "2012 Website Optimization Benchmark Report", October 2012

Money talks, and with the right social strategy, so will consumers—about your brand.

Isn't it time you joined the local revolution?

Locally focused digital marketing is all about making every landing page, tweet, search query, and banner ad count—in other words, if it’s not reaching the right consumer at the right time, what’s the point? DAC’s goal is to increase the reach, relevance, and reputation of your digital marketing efforts. And we’re pretty good at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1

79%

79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the kind of agency that jumps at opportunities to learn something new every single day. 

Look no further than DAC for an agency that combines social experience and creativity to drive performance for your financial brand.

Since our original incarnation as a regional print directory advertiser 46 years ago, DAC has been hard at work developing into a full-service digital performance agency. With our focus on local, we’ve remained at the forefront of digital marketing innovation and become a leader in the industry. You can find our “Geeks with Personality” in offices all over Canada, the US, and Europe hard at work connecting brands with consumers.

THE KEY WORD BLOG Preaching to the conversion-minded

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