Steady reputation building, increasing new account openings.
The core elements for enhancing brand value may differ across industries . A customized marketing strategy, tailored to the specific consumer psychology of the investment market, is necessary to ensure that every exposure effort is persuasive to the market.
Brand Introduction
This client is a large domestic financial institution whose brand integrates diversified digital securities services including insurance, securities, and banking; it boasts a complete financial service operation platform, providing clients with a one-stop shop for all wealth management products. Breaking away from the traditional brokerage business model, it focuses on “wealth management,” assisting individuals and businesses in financial planning to meet their diverse investment and wealth management needs.
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Customer needs
The client institution, established for over 15 years, is a well-known large financial institution in the domestic market. While it has accumulated high brand awareness within the industry and reached its peak, it has not seen a steady increase in new account openings. Furthermore, having reached its ceiling, it is difficult to attract new members through further brand expansion. Therefore, it decided to partner with Digital PR (hereinafter referred to as PR) to optimize its reputation, enhance the attractiveness of its products to novice investors, and effectively increase conversion rates.
In this study, PR conducted research on several well-known securities trading service providers in Taiwan and found that for potential customers (investors), “brand name” is not enough to be a condition for choosing to open an account with them; the key is the reputation of “user peace of mind” and insurance.
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Target Strategy
Long-term operation and steady progress are key to gradually embedding products into people’s minds.
The target customer group (TA) for this transaction is defined as two types:
“Newbies who have investment and financial management ideas but haven’t started yet” and “newcomers with limited investment experience who may want to try more things.” After observing the market, the PR team believes that if financial products use a strategy of spreading brand awareness and intensive exposure, it is easy to cause “dislike for sponsored content” and lose brand value in the minds of consumers.
The PR team defined their marketing strategy as “subtle influence” .
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Solution 1: “Inconspicuous” External Exposure
Allow consumers to subconsciously develop a positive impression of the product while learning about investing on their own.
We carefully select investment bloggers with a stable readership and invite them to write in-depth articles and financial management tutorials for beginners; allowing readers to easily access knowledge about financial management, securities stocks, and account opening, and to understand the advantages of products while learning about investing on their own.
The client’s products boast advantages such as low transaction fees, no download or installation required, and personalized layout customization. External article recommendations enhance exposure, fully leveraging existing brand awareness to attract new members.
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Solution 2: The reputation of financial products is suitable for a steady and in-depth approach.
Extend your marketing reach and ensure your product stays in people’s hearts.
The strategy involves a planned exposure frequency of “high-quality, low-volume, phased, and stable operations,” along with long-term management of Google articles. This avoids the negative market feedback risk associated with one-off exposures, which also result in short-lived memorability. Extending the reputation management period ensures that the articles reappear unintentionally by consumers .
For social media influencers sharing their app usage experiences, the core message for their conversations with followers is “Safe and user-friendly, no fear of not being able to grasp the investment market.” Additionally, they will periodically drive external traffic through social media to maintain the consistent ranking of their Google articles in search results.
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Brand image building results
- A total of 114 sets of article keywords ranked on the first page of Google , which is estimated to bring 13,174 Google traffic impressions per month .
- According to the volume statistics, the main target keywords “OO Securities Regular Fixed Amount” and “OO Regular Fixed Amount” increased the number of posts on the forum by 18,171 during the operation period.
- Blogger and writer articles in collaboration with PR consistently rank on the first page of Google organic search results ; successfully building trust among novice investors and creating win-win results for client organizations and bloggers.
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Future plans
The client has decided to continue working with PR and will implement strategies such as “TA segmentation marketing” and “SEO segmentation optimization” in the next year.
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Key to success
The core elements for enhancing brand value may differ across industries . A customized marketing strategy, tailored to the specific consumer psychology of the investment market, is necessary to ensure that every exposure effort is persuasive to the market.
Digit Spark, part of the Zhenhao Internet Media Group, integrates its six sub-brands offering data application services to provide enterprises with comprehensive and precise optimization services across five key areas: “Industry Customer Targeting,” “Performance Optimization Strategies,” “Digital Tool Integration,” “Online Voice Cultivation,” and “Brand Value Promotion.” It drives brand success through data technology.
