41 Key Financial Marketing Statistics 

February 8, 2024

When it comes to successful financial marketing, having a solid digital marketing strategy in place is key — especially in a crazy year for marketing (possible recession on the way, AI everywhere, stronger privacy laws, oh my!). 

Creating a digital marketing strategy isn’t easy — but we’ve put together a big ol’ list of current trends and statistics in financial marketing to help you on your journey. 

Content marketing is (still) king

  • 92% of marketers expect their content budget to stay the same or increase. 
  • 88% plan to maintain or increase their SEO work. 
  • 80% of very successful content marketing teams have a content marketing strategy. 
  • 44% plan to grow their content marketing team. 

And these tactics are driving rankings… 

  • 55% are focusing on creating more content and posting more regularly. 
  • 53% are focusing on improving the quality of their content. 
  • 37% are creating more research-driven content. 

Organic search drives business

  • 64% of calls to financial service providers started with an organic search. 36% are generated from paid ads. 
  • 49% of financial service call leads from organic searches came from mobile devices. 52% of paid search leads started on mobile devices. 

Consumers are increasingly searching for financial services through mobile. 

  • 90% of loan and mortgage consumers start with an online search. 76% of consumers needing tax prep help start their search online. 
  • Mobile searches for financial planning and financial management keywords have increased by more than 70% in two years. 
  • Mobile searches for “retirement calendar” are up 115% in two years. 
  • Mobile searches for “what should I invest in” increased 65% year-over-year.
  • Mobile searches for “financial advisor” increased by 75% in two years. 

The human touch propels SERP results 

  • 45% of content marketers are adding related keywords to their posts to see SERP results. 
  • 38% are addressing customer questions with content. 
  • 33% are adding more visuals to their blog posts. 

Tried and true tactics still lead to success 

  • 47% of marketers believe researching their audience led to success with their content marketing plan. 
  • 42% believe updating and repurposing existing content leads to success.  
  • 41% believe researching competitors leads to success.  

Social media is integral to financial content marketing

  • Blogs, social media shopping tools, and influencer marketing had the biggest return on investment for content marketers across a variety of industries. 
  • 19% of wealth advisors thought social media was the most important marketing strategy in 2023. 
  • 45% of financial advisors relied more heavily on social media outreach in 2023. 
  • 46% of advisors use LinkedIn. About 97% do not use TikTok. 

Short videos are on-trend 

  • 90% of marketers using short-form videos plan to maintain or increase their budget. 
  • Video is the most popular media format for four years running. 
  • 56% of marketers plan to increase their investment in TikTok. 

Content audits are critical 

  • 33% of content marketers perform a content audit twice a year. 24% perform a content audit once a year. 
  • 16% never perform a content audit.
  • 50% update content when they see it has become outdated. 39% update high-performing content on a regular basis.  
  • After auditing and updating content, 53% saw an engagement boost. 
  • After auditing and updating content, 49% saw rankings or traffic increase. 

Measuring content ROI is tricky 

  • Only 40% of marketers think they’re doing a very good job measuring ROI. 
  • 46% say attracting more traffic to their website is a key goal. 
  • 45% say generating brand awareness is their primary goal. 
  • 67% measure leads and conversions driven by content to determine ROI. 48% calculate revenue generated from organic traffic. 
  • 64% use Google Analytics to track ROI. 

Digital marketing can be a challenge for the financial industry

  • 61% of advisors feel their websites could be more effective in generating leads. 31% plan to spend more on their website in the coming year.  
  • Only 28% of advisors have a defined marketing strategy. 
  • 44% of content marketers struggle with attracting quality leads with content. 
  • 38% struggle with creating more content faster — and finding the resources to pull it off. 

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