Using Integrated Media to Position Financial Services Company As Industry Thought Leader


Coegi’s financial services client wanted to use content marketing to establish themselves as a marketplace leader by growing brand presence alongside a competitive landscape and providing value to financial professionals and consumers through retirement planning content that educates, supports, and inspires action. 

To accomplish this, Coegi and the financial services firm strategized to establish a B2B2C content strategy focused on reaching both financial professionals and retirement-aged consumers through partnerships with well-known publications.


Million Impressions


Total Engagements


The brand leverages a B2B2C model. While the majority of their objectives focus on targeting financial audiences, it is also important to increase brand awareness with consumers to aid in the sale of their products.

Their primary national advertising objectives are twofold:

  1. Brand Awareness – Increasing awareness of the corporate brand across consumer, financial professional, and prospective retail audiences. 
    • Extending their brand promise and messaging into the B2B space
  2. Thought Leadership – Establishing brand recognition and trust among financial professionals and consumers 

The brand had an opportunity to increase brand awareness with consumers. The data showed that unless they were already customers, consumers were less familiar with the brand. The consumers that did know the financial services firm believed their key differentiators were their ability to grow their investment and provide competitive fees. But there were bigger issues at hand:

  1. Consumers were still learning about annuities in general and, therefore, were difficult to convert into purchasers
  2. Financial professionals were not frequently recommending annuities, including the client’s


Partnering with the brand, we focused on the following key areas to help gain market share:

  • Helping change financial professionals’ perspectives about the value of annuities 
  • Positioning the brand as a trusted leader in the annuity space
  • Explaining how the brand’s solutions can provide value within a sound financial plan and, in turn, how it will help the financial professional grow their business

Based on the brand’s content calendar, the teams assembled a smart strategy to show Coegi would use content marketing partnerships and advertising to help raise their market share by slightly over 1%:

  1. In a traditional advertising driven industry, we would lean harder into digital channels to keep up with innovation, connect with users, and build a data-driven strategy that would differentiate them from competitors.
  2. We would focus these dollars to more cost efficient and effective channels that align to a digitally-minded consumer.
  3. We would work alongside established publishers to continue to build its digital presence and opportunity via a content strategy that would solidify their position as an industry thought leader.

Choosing digital content partnerships required an exercise of evaluating: audience, content quality, distribution, reach and value. This analysis pointed to these front runners: Kiplinger, Investment News, Bloomberg and Barron’s. The goal was to maximize reach with large publications (Barron’s & Bloomberg) while maximizing engagement with niche publications (Investment News & Kiplinger), authentically aligning the publisher’s editorial content with the brand’s subject matter experts. 


Across four publishers and twelve pieces of content, the campaign generated a total of 17.8 million impressions, 188,000 clicks, and 110,000 total engagements from October – December 2022. Niche publications like Investment News and Kiplinger had the highest engagement rates, both publications reaching an average time on page of over 4:00, while larger publications like Bloomberg and Barron’s garnered the largest reach, with 10M and 15.4M unique views respectively. Consumers resonated with a more indirect approach to annuities by tying content to timely, relevant topics such as women and the recession, while financial professionals resonated with a more direct approach. Coegi extended content reach across platforms by layering programmatic and social campaigns, accounting for 28% of overall impressions.

The Kiplinger content piece “How to Get Retirement Income You Can Count on for Life” had the highest page views (24,516) and longest average time on page (4:39), indicating the importance of applying statistical research in a relevant, easy-to-digest format. Investment News podcasts garnered an average of over 1,000 downloads, on par with their engagement benchmark for Retirement Repair Shop, and “Demographics & the Coming Retirement Crisis” had the most downloads with a final count of 2,184, exceeding the benchmark by 118%. 

Bloomberg exceeded their contracted content impressions by 26%, and shorter, snackable content performed better on publications with high reach and numerous sponsored placements. The Wall Street Journal and Barron’s content “Psychology of Retirement Planning” program delivered 43,000 page views, exceeding the page view goal by almost 40%, while “Retirement Uncertainty” resonated with financial professionals and high net worth individuals, resulting in strong engagement as users spent 40% more time than average.

Key Takeaways

Through data-driven media and targeting recommendations, relevant content partnerships, and innovative thinking, this campaign was able to reach the target audiences in authentic environments by providing educational and informative content. This success was driven in part by tailoring content to different audiences and platforms, and applying statistical research in a relevant, easy-to-digest format. As the partnership between Coegi and the financial services brand continues, we will no doubt continue to see impressive results and strive to keep finding innovative solutions to enhance the traditional financial services advertising model.

Growing Scale and Efficiency Reaching Financial Services Professionals with Search Marketing


Coegi works closely with a financial services company whose advertising focuses on establishing themselves as a marketplace leader by growing brand presence alongside a competitive landscape and providing value to financial professionals and consumers through retirement planning content that educates, supports, and inspires action. 

This financial services firm partnered with Coegi to reach financial professionals and retirement aged consumers through a B2B2C omnichannel strategy. One component of this strategy included search engine marketing, which presented robust opportunities though with initially limited scale. 


Cost per Click and Cost per Action

Increase in Impressions Served Against 1st Party Audiences

Cost per Action Compared $49 Before Optimizations


The financial services company wanted to drive sales growth opportunities by engaging with prospective advisors through relevant content, utilizing first party CRM lists across a variety of channels to ensure media was reaching their specific audiences. The pull nature of the search channel resulted in minimal scale and high costs, impeding the impact of this channel within the media ecosystem.


In order to continue to reach these niche first party audiences while maximizing exposure across all possible channels, the team incorporated discovery ads. Adding this placement provided a higher volume of page visits at a lower CPA while maintaining tight control on users exposed to the ads.


By expanding inventory to include discovery ads, the team was able to lower CPA and CPC by 92%, while increasing impressions served against the first-party audiences by 2,504%. This shows the importance of utilizing all inventory options to maximize platform results.

Building a Brand Performance Strategy for Bread & Butter Wines


Coegi partnered with a high-growth wine brand to launch a full-funnel digital campaign to quantify the impact on both brand and performance goals using advanced measurement studies.



Ad Recall Lift

Purchase Intent Lift

Site Traffic Lift


Bread & Butter Wines came to Coegi in 2020 seeking a stronger marketing strategy to stand apart from the crowd of wine brands. Coegi was asked to provide a holistic, integrated marketing strategy that could reach their full-funnel goals:

  • Drive brand awareness in the US and Canada through emotional connection
  • Via increased brand awareness, drive trial and move brand into selection set within target consumers


Our targeting strategy reached consumers based on multiple data signals such as demographics, interests, and competitor affinity. This data indicated what was going to drive brand trial. Initially, we created six audience personas to focus on niche competitive opportunities and product use cases. Going into 2023, this was narrowed down to two core personas using purchase behavior data. 

We also used advanced research to understand wine buyers aged 25-54 and living in their top 8 sales states. Using an omni-channel digital strategy, our initial goal was to increase reach and frequency against key audiences. We selected channels offering efficiency and effectiveness, while also balancing lower-funnel ROAS goals. 

Key channels we are prioritizing include: 

  • Influencer and content partnerships to build trust and authenticity
  • Connected TV, display, and Facebook/Instagram to drive reach/frequency and website traffic
  • Instacart, Citrus Ads, and paid search to drive ROAS 

Additionally, we used advanced measurement through Upwave, Facebook, and Nielsen Catalina to understand the full-funnel impact on the brand – from ad recall to purchase intent. 

Throughout our multi-year partnership, we have served billions of cross-channel impressions. In the first three months, we saw a 621% increase in website visitors period over period and 27,000 site actions. 

The first Instacart campaign was especially successful in driving trial, with a nearly 3X ROAS, increasing attributable sales across all varietals. Instacart has continued to have a strong impact. The most recent campaign touts a 4X ROAS, 32% increase in YoY Instacart sales, and an average cost of conversion of $3.73. 

Our campaigns run with Nielsen Catalina were successful at driving incremental value for the brand. The display campaigns helped reclaim former customers with especially strong performance from lost/lapsed customers. The CTV campaign boosted exposure among key audiences and generated $230,101 in sales value of products transferred to their e-commerce cart after seeing an ad. 

The Bread & Butter team continues to be pleased with the Coegi partnership. 

Increasing Brand Lift and Growing Market Share for BODYARMOR


BODYARMOR was a new entrant into a well-defined CPG category: sports energy drinks.  

With a product containing less than half the sugar in Gatorade, but only 2% of overall category market share, BODYARMOR was looking to disrupt the paradigm. 



Lift in Brand Awareness

Video Views in 2 Months

Lift in Purchase Intent


The media challenge was to break through the clutter in a crowded space and ensure BODYARMOR’s message of superior hydration was reaching the most relevant audience – ultimately increasing awareness and market share.

Logistically, they secured significant investment with grocery store and gas station distribution networks. The brand also had endorsements across all major sports leagues, plus significant involvement from investor, Kobe Bryant. But, to increase market share and sales, they needed to establish brand awareness with the right customers.


We used industry research to select the optimal digital media channels, as well as our own planning and channel mix software, to develop the optimal “go-to-market” plan. Using BODYARMOR’s first-party data collected from web engagements and promotional eblast sign-ups, we created targeted media plans for key niche audiences and engaged media partners to further invest in BODYARMOR’s success and growth.

Our team performed look-alike modeling and statistical analysis to create microtargeted audiences, including: Blue Collar Workers, Grocery Gatekeepers, Veterans, Teenage Athletes, and Health-Focused Adults.

Each audience had its own media plan and messaging strategy, for example:

  • The Blue Collar Worker audience focused on Midwestern and Southern states, Facebook and YouTube channels – using creative highlighting their partnership with NASCAR’s Ryan Blaney and UFC promotions. 
  • The Teenage Athlete audience focused on Instagram and Snapchat and leveraged endorsements from the NBA’s James Harden and NFL’s Richard Sherman.

To maximize campaign efficacy, we enabled multiple layers of targeting. This included layering our media with the national distribution footprint, to ensure the campaign was reaching the right people at the right time in the right place. We customized sequential messaging based on customer engagement level and continually made real-time adjustments to optimize performance.

We also engaged our Google reps to ensure alignment and efficiency across the board. These partnerships allowed access to Google Beta products, as well as brand lift and purchase intent studies to evaluate campaign success.

By all measures, this campaign delivered superior performance. Aggressive optimization throughout the campaign resulted in 55% over-delivery and engagement rates much higher than initially outlined. Through Google Site Link extensions, we were able to drive and measure a significant amount of in-store sales volume. 

In year one, the audience-first strategy produced strong brand recall lift amongst four of the five target groups. In year two, the strategy shifted to only include the top four performing audience groups.

  • The Blue Collar audience saw 22% brand lift and $840k in attributable sales.
  • The Grocery Gatekeeper audience saw 14% brand lift and $376k in attributable sales.
  • The Veteran audience saw 12% brand lift and $411k in attributable sales.
  • The Teenage Athlete audience saw 14% brand lift, $154k in attributable sales.
  • The Health Conscious Adult audience saw 2% brand lift, $214k in attributable sales.

More importantly, sales increased nearly 300% YoY, with 6% category market share; leading to the brand being acquired by Coca-Cola.

Win Over Audiences with Effective Finance Content Marketing

Financial literacy is in short supply. Brands who lean into an education-first finance content marketing strategy can build lasting customer relationships, when done right. 

Consumers are making a substantial investment when they choose to work with your financial institution. Outside of the financial commitment, the decision of which company to work with also requires a significant amount of time and research. This is true whether selecting an institution for banking, loans, or retirement funds. 

As a marketer, it’s important to be proactive in answering key consumer questions to win their trust and business. Some questions our financial services clients are regularly addressing include:

  • Which business offers the best rates? 
  • Can I solve all my financial needs in one place? 
  • What accounts and funds are best for me? 

But, these questions are truly just scratching the surface. To win over audiences, you must build a robust, flexible finance content marketing strategy that:

  • Simplifies communication between the business and consumers 
  • Delivers useful content in the most opportune areas  
  • Leans into innovation, fearlessly breaking the mold 

Building a line of communication with finance content marketing

To persuade consumers to trust and invest in your financial services, you must understand their motivations, financial literacy and relationship with your brand. But don’t stop there. 

Go more in-depth to find out what their research process looks like, understanding what and who impacts their financial decisions. Additionally, discover what channels they use to formulate an opinion about your financial brand. Are they watching financial channels on YouTube? Searching on Google to see if you’re on a list of top local banks? Reading brochures on the benefits of opening certain accounts? 

47% of consumers worldwide turn to their wealth manager or investment adviser when making important financial decisions, followed by educational resources from financial institutions (41%), whereas friends and family as well as social media are only at 25%. Yet, when it comes to making overall financial decisions, Gen-Z is turning to video while Millennials and Gen-X continue to first turn to search engines.

Financial Education Sources by Generation

Figure out which channels your target demographics are turning to, create a unique communications strategy by product, and meet them where they are. Formulate a financial customer journey with your marketing to help answer their questions and ultimately persuade them to call, email, or fill out a contact form.

Leading with quality content

Depending on the risk of the financial decision, consumers may need a lot of time in the consideration phase. They’re weighing their options, researching and consulting with trusted sources. Regardless of the product or service line, sharing high quality educational content is your opportunity to show up early in the consumer journey.

Even if you’re just trying to get a consumer to open a checking account, taking the time to produce a high quality digital brochure or a video ad explaining your value creates an opportunity to build high lifetime value. The average consumer retains the same checking account for an average of 17 years.

Establish yourself as a helpful guide throughout the financial decision-making process, featuring your organization’s subject matter experts as authorities in the financial industry. Also, use consumer intel as the foundation for your content marketing strategy. Then create informative, empowering content personalized for your target audiences that addresses those top of mind questions and helps them feel in control of their finances. 

Educating financial advisors vs end users

The process of creating and distributing content becomes slightly more complicated in a B2B2C marketing model. If a third-party business or individual is responsible for the final sale, you must arm them with information to best represent your value. With B2B content, you can be more technical and include common industry jargon. However, your B2C consumers need different materials. Lean into high-level content, providing enough information where the consumer understands the benefits without being overwhelmed or intimidated. 

Link these two paths by creating a series of content around the most important topics for explaining your product and service value. This allows the consumer to interact with multiple, digestible pieces of content that guide their research and discovery process.

Then, create a two-pronged advertising strategy to amplify content in key channels that make sense to each respective audience. With financial advisers, perhaps it’s serving amplified content alongside well-known financial journals, television programs, and LinkedIn, whereas content amplified for consumers could appear on YouTube, Google, or even TikTok. Either way, it’s critical to create an omnichannel experience with multiple touchpoints that keep your brand top of mind. 

Identifying the greatest opportunities

Even though you should be implementing an omnichannel experience, that doesn’t mean your strategy should be throwing dollars at the wall hoping something sticks. That’s especially true in terms of marketing channels and tactics. Use measurement tools, such as media mix modeling, to understand the channels driving the highest return in your campaigns. Then, align your most valuable, informative content with highly trusted channels. And finally, determine unique KPIs to define success and keep your marketing accountable. 

Breaking the mold

It’s easy to get into a rhythm of what’s comfortable and familiar in your marketing. But, it’s important to consistently keep a pulse on what’s happening across the finance spectrum.

  • What trends are impacting marketing execution?
  • What matters to your customers today? 

Based on these learnings, test a variety of content marketing executions. This can vary from your standard display banners to custom articles, podcast placements, email marketing – you name it. Begin building reach with expanded target audiences (achieving sufficient scale is key!) by using adjacent topics to your typical content. This will position your brand as a helpful thought leader.

Financial literacy is still lacking across much of the population, especially younger generations. Brands have a major opportunity to drive finance consumer leads through education – a pivotal, but often overlooked, part of the consumer journey. 

For tips on how to incorporate a financial content strategy into a full-funnel digital marketing, view our Ultimate Guide to Financial Marketing.

The Ultimate Guide to Financial Services Marketing

How Financial Institutions Can Adapt to a Digital-First Marketplace 

Consumers are making a substantial investment when they choose to work with your financial institution. Outside of the financial commitment itself, the decision of which company to work with also requires a significant amount of time and research. This is true whether selecting an institution for banking, loans, or retirement funds. 

To win over finance customers, you must build a robust, flexible strategy that establishes trust, provides an open line of communication on preferred platforms, and simplifies the finance decision-making journey. Keep reading for Coegi’s how-to guide on financial services marketing. 

In this guide you’ll learn how to: 

  • Capitalize on market opportunities 
  • Target and motivate financial consumers with personalized messaging
  • Create an effective omnichannel financial marketing strategy
  • Track, measure, and improve advertising performance 

A strong audience strategy backed by a robust understanding of their behaviors, motivations, preferences, and media consumption will drive reduced media waste by ensuring your ads are being shown in the ideal places and with an effective message.

-Maggie Gotszling, Account Strategy Director

Key Digital Channels for Financial Marketing 

During the COVID-19 pandemic, everyone – even late adopters – began exploring ways to  conduct finances online. We saw a surge in usage of online bill pay, Apple Wallet, Venmo/PayPal, digital check deposits, investment apps, and more. 

With this shift in behavior, the volume of physical banks is shrinking. From 2012-2021 there was a 16% decrease in US branches. On the other hand, there will be over 3.6B online banking users globally by 2024

Changes in digital adoption are prevalent among both financial professionals and consumers across age groups. As a result, 87% of financial marketers increased their digital marketing budget in 2022.

Use the following digital channels to focus your dollars on the most cost-efficient and effective channels that align with a digital-minded consumer.


Finance brands are realizing the value of video in driving awareness through storytelling, which is important for major financial decisions. Consumers are shifting more and more to video content. In fact, around 84% of consumer internet traffic is on video content. So use quality video content to educate your audiences, show your brand personality, and bring your message to life.


YouTube is the preferred source of finance-related video content among Gen-Z. Additionally, one in three Millennials cited YouTube as their preferred source of investing and personal finance guidance.

Connected TV

Streaming TV received the highest investment of any digital channels by consumer banking and consumer finances brands in the past year, according to Pathmatics data. 

Why are finance marketers leaning so heavily into CTV? 

  • High-impact video content on the largest screen in households
  • Addressability with contextual and behavioral targeting
  • More flexibility and affordability versus traditional TV

Social Video

Short-form videos on social media platforms typically receive higher engagement and promote better brand recall. This is why video ads are expected to account for 35% of social media ad spend in 2023. Use quick, straightforward video content to efficiently convey your brand message.

Paid Search

Search engines drive nearly all website traffic and are the third most popular source for consumer financial education behind families and banks themselves. It’s critical to show up as a top-ranking site on Google. Pair effective keyword bidding with strong website SEO to ensure your brand is visible at key points in the consumer journey. 


Display ads are a cost-effective option for building brand awareness. They can also drive consideration and lead generation through specific CTAs. We recommend using dynamic creative for personalized offers which drive measurable actions. 

Native display ads are especially useful for targeting finance buyers when they are reading contextually relevant content. It can position your brand as an additional resource to the topic they are reading about without being intrusive.

Paid Social

59% of financial marketers expect to increase their social media marketing budget in 2022.

Why? Four out of five financial marketers gain new leads through social media

Social media is useful in bringing your brand to life and building trust and authenticity with followers in an environment where they are active daily. It also goes a long way in driving new prospects and increasing customer lifetime value. 

High Performing Social Channels for Financial Marketing: 


LinkedIn has millions of active professionals with detailed targeting capabilities for reaching a business-focused target audience. On LinkedIn, individuals are more likely to engage in business activities. You can also use tactics like job title targeting to ensure you are reaching the right individuals.

Facebook and Instagram

Instagram is the most highly invested-in social channel for consumer banking, followed closely by Facebook. Together, these channels make up nearly half of all digital consumer banking ad spend. Lead generation ads on both platforms offer a reliable way to collect first-party data in exchange for educational content. 


No other social platform enables the potential virality or mass reach as quickly and easily as TikTok. Plus, there’s a huge niche on TikTok for financial content. Younger audiences looking to increase their financial literacy follow creators who post relatable and digestible finance content. There is a great opportunity for banks and finance brands to educate consumers and build awareness via influencer partnerships and paid advertising on TikTok. 


Twitter is especially effective for targeting financially-minded individuals. 41% of users report that financial and business content on Twitter can impact their investment decisions. The platform has a very active crypto and fintech community. Members are consistently discussing the latest news and trends in the space. Align your brand with this content, trending hashtags or popular creators to capitalize on the opportunity Twitter offers. 


Reddit often referred to as the “first page of the Internet,” is a discussion-based platform that allows advertisers to reach a very niche audience at a cost-efficient rate. It is most popular among the 18-34-year-old age group. This makes it a great option to reach younger generations with a financial interest. Look for relevant subreddits where your brand can show up as a helpful resource

Local Partnerships

Regional finance brands need to be active in their communities. Local partnerships are a great way to establish that presence and boost brand affinity. For example, a regional bank could sponsor a professional sports team or non-profit. Even for national brands, it’s important to identify the key regions where you have the greatest traction and find partnerships to help amplify your brand.

Content Marketing and Publisher Partnerships

Less human interaction with advisors and representatives means your online content has to work harder. Thought leadership content can humanize your brand and help guide your customers through their financial journey. Through publisher partnerships, brands can establish authority in particular industry niches.

Digital-First, Not Digital-Only, Engagements 

Despite the strengths of all these channels, digital tactics shouldn’t stand alone. Accounts opened in person have up to 10x higher balances after four months than those opened digitally. A positive physical onboarding is ideal to enhance customer lifetime value. 

PWC reports, “Most consumers do still want to work with real bankers along with technology — especially during initial acquisition and onboarding activities — as long as it’s on their own terms”. So explore ways to create immersive experiences that blend physical and digital worlds for both customer service and advertising. 

Creating an Omnichannel Financial Marketing Plan

Only 9% of customers say their bank offers an excellent digital customer experience. The top way you can improve the banking customer journey, according to BAI, is to improve the omnichannel experience. It’s easy to get absorbed in individual channels. However, this causes campaigns to turn from strategic to tactical quickly. 

Instead, leverage a consumer-focused approach that determines who your most valuable audiences are and how you can best reach them.

Forward-thinking finance brands have an exciting opportunity to leverage the digital marketplace to their advantage. With a digital-first approach, audience personalization, and strategic targeting, you can reach your highest potential buyers with maximum efficiency. 

As you continue to navigate these challenges, Coegi is here to guide you. Reach out to us at for a strategy consultation to enhance your customers’ digital journey. 

Gain Finance Consumer Trust with Thought Leadership

You’re often asking your finance consumers to make major decisions – getting a mortgage, opening a child’s college fund, investing in their future… the list goes on. While the majority of financial consumer touchpoints have moved to digital formats to create convenience, it can also create more confusion. Less human interaction with financial advisors and customer representatives means the online content has to work even harder to gain finance consumer trust and influence decision making

That’s where thought leadership comes in. 

Thought leadership is any form of content shared by a subject expert with their audience to build credibility, trust, and loyalty. Some of the core benefits of thought leadership for finance brands are: 

  • Greater online visibility – For example, SEO ranking for long form content addressing top consumer banking questions and concerns
  • Competitive differentiation – Providing new insights, opinions, or research to stand out from other finance brands
  • Increased customer lifetime value – High value content establishes relationship building that keeps your brand top of mind

Build a reputation

Having a well-crafted and regularly updated blog on your website is a fantastic place to start building an organic reputation. To further increase your thought leadership efforts, establish publisher content partnerships to create a name for yourself in the industry. Look at high value placements your audience over indexes for, such as Wall Street Journal, Bloomberg News, etc.

Then, use these three factors to evaluate publishers: 

  1. Audience: Does the demographic match your core audience? Will your content be relevant to these readers?  
  2. Content Quality: Is this a highly reputable and trusted source? 
  3. Distribution: Does the readership number align with your target reach as well as budget? 

Find a sweet spot of high reach and high composition to drive the best results.

Think outside the box

Premium placements do come with price tags for the brand value and readership volume. However, there are other lesser utilized channels brands can find success in. Some great examples are Reddit and Quora. Both of these channels are informal, but trusted resources for people searching for answers to specific questions. You can show up in a more casual way on these channels, but still provide high quality information and build rapport with niche finance audiences. 

To really hone in on thought leadership at your financial organization, consider video and audio. Visual and audio content formats are supreme when it comes to engagement, recall, and retention. Consider alternative forms of content such as: 

  • Podcasts – starting your own, or appearing on others 
  • Informational videos on YouTube 
  • Live-streamed videos on LinkedIn

Humanize your finance brand

Thought leadership content humanizes brands in an industry that can seem cold and impersonal. Through content, you can guide your customers through their finance journey. 

That said, you must not lose focus of what’s most important: the customer, not highlighting your brand. Relay empathy – show an authentic understanding of your customer. Let them know you understand the topics they need more information on and the hurdles they are facing when it comes to financial decision making and planning. 

Walk in your customer’s shoes

Before you start touting what you think are the most important benefits your brand offers, stop to listen and learn about what your customer really desires. Is it financial freedom? Business success? Peace of mind? Security in their child’s future? 

Think about where your customer is now and where they want to be. Then, use your thought leadership and creative messaging to facilitate that transformation. 

Support your customers’ needs and concerns

As a financial brand, you undoubtedly have a large range of consumers with an even larger range of needs. From commercial and retail banking to financial services and advising to retirement planning and investing – there are ample opportunities to share information and gain finance consumer trust, ultimately growing your business. 

To understand these needs, make sure you stay on top of trends. Understand what is likely top of mind for your core consumers:

  • Is there an impending recession making older adults rethink retirement? 
  • Is there a housing market boom driving a demand for mortgages? 
  • Are there global crises affecting the stock market and investment decisions? 

Whatever is going on externally, use challenges as a way to serve as a trusted resource and help them navigate what can be overwhelming financial decisions. 

This is not a sales pitch

Wherever you are posting thought leadership, share your knowledge and expertise, not your sales sheet. The content you create should be relevant to a specific consumer issue that is tangential to the solutions or services you provide. Once you’ve established credibility and authority, you no longer have to sell yourself. The consumer will be convinced already – and if not, they were unlikely to ever convert. 

So whether your goal is to improve industry recognition, differentiate from competitors, or enhance customer lifetime value, give thought leadership a try. And remember these keys to gain finance consumer trust through your content: 

  • Use publishers with the right reach and audience composition
  • Be creative with your content formats
  • Keep your content authentic and readable
  • Understand customer needs and concerns 
  • Avoid giving a sales pitch

For more strategic insights to improve your financial marketing strategy, view our Ultimate Guide to Financial Marketing.

Coegi’s Ultimate Guide to Finance Marketing

Driving Crypto Fund Creation for End of Year Giving Campaign

The Brief

Endaoment, a tax-exempt community foundation focused on driving social impact, engaged Coegi and Wachsman to develop a marketing strategy that would scale their reach and drive conversions during the end of year tax season. The agency partners collaborated to create a customized media mix with a crypto-based audience-first approach that leveraged programmatic display, paid search, LinkedIn, Twitter, and a direct buy to drive exceptional results for the team.


Cross Platform Impressions


Search CTR


The end of the year is a critical time for the brand. Both taxes and giving are top of mind. As such, Endaoment engaged the Coegi-Wachsman team to develop a strategic marketing approach. They needed to simultaneously build awareness, educate key crypto audiences, and drive new fund creations. Plus, they needed to build and execute this full funnel strategy within two months. 



Coegi started with in-depth audience research using our agnostic tech stack to determine how to reach niche cryptocurrency owners. We used research partner, Resonate, to more fully understand Ethereum enthusiasts and owners. Those insights informed our channel selection. We used display, search and social channels, while implementing sequential messaging to lead consumers down the funnel.

Display and social campaigns were a cost-effective way to support and move crypto audiences through the consideration/education funnel. We focused on LinkedIn and Twitter as our primary social platforms as they are where crypto enthusiasts tend to spend most of their time. Search, a high-intent channel, was expected to be effective in driving action and generating web page visits from qualified audiences. Using keywords related primarily to end of year tax deductible donations, this tactic proved to be successful.

There were over 3.9 million impressions served cross-platform to highly qualified audiences. The campaign resulted in nearly 7,000 key website actions. This was an over 50% success rate from the 13,000 clicks on the ads. This reinforces that the ads were being clicked by highly engaged audiences who were motivated to further understand the brand’s offerings. In several cases, they created or donated to a fund immediately. Success was reinforced with Google Analytics metrics showing above benchmark metrics related to pages per session, session duration, and bounce rate.

Overall, our campaigns performed at or above expectations and created the user involvement aligned to the brand’s goals.

Navigating the World of Marketing for Crypto Brands

The growth in cryptocurrency’s popularity is undeniable. The global value of cryptocurrency is over 2.29T, more than the GDP of Canada or Italy. And crypto users are engaging for multiple reasons. Sure, there is the appeal from an investment and transactional standpoint, but part of it is certainly novelty and curiosity.

As crypto brands begin to think about capitalizing on this upward trajectory, consider how to tackle marketing in a way that is sustainable, effective, and innovative.

Think Beyond “Crypto Enthusiasts” When Targeting Consumers

It, of course, makes sense to target those who are already involved with crypto when introducing and/or growing your brand. However, these are not the only individuals you should be seeking to influence. It’s important to do your due diligence with research. There are the crypto curious “normie” audiences who maybe haven’t taken the leap to making their first investment, but just need a little education from the right brand to move forward. There are the heavy stock investors who could be seeking to diversify in times where stock portfolios are fluctuating heavily. Also, there are individuals who don’t necessarily care to use crypto to accumulate enormous wealth. Instead, they are looking for mechanisms like crypto to enable a future of financial freedom.

Conversely, sometimes you need the niche audiences that are only interested in one specific type of cryptocurrency, such as Ethereum. Regardless of the situation, it’s important to dive deep into each unique crypto brand, understand the value propositions of their products and services, and leverage research to explore creative audiences and contextual environments.

Finally, it’s important to align creative messaging with the audience journey. You should talk to someone who is crypto-savvy much differently than someone simply looking for financial freedom. One is likely to have a quicker road to conversion while the other requires more time for awareness and education.

Lean Into Digital – But Understand The Limitations

Digital advertising offers brands the ability to reach the target consumers at scale, gathering data that allows for key brand learnings and the ability to tie exposure to action. However, with many ‘emerging’ industries, there are some platforms that either restrict or prohibit any advertising regarding cryptocurrency. Be sure to do due diligence on all platforms under consideration to understand which hoops you have to jump through.

Some programmatic channels we’ve found to be effective for marketing cryptocurrency brands include: display, Twitter, LinkedIn, Search, Facebook and Instagram. We have also seen a lot of value in endemic placements on major crypto-focused publications. There is high contextual relevance and also perceived trust running alongside other crypto-related content.

Seek Buying Efficiency – But Also Enjoy Making A Splash At The Right Time In The Right Place

Implementing an optimization strategy based on testing and learning will naturally allow cryptocurrency marketers to find ways to drive improved efficiency and effectiveness. It allows you to find the right channels, audiences, and creatives to drive increased brand lift, lower cost per action, and build overall brand growth.

Yes, you can accomplish this by combining proper campaign analysis using advanced measurement and analytics insights. However, incorporating third-party data, such as financial indicators, can be an innovative way to know when to ramp up spend and make a greater impact. Maybe a downturn in the NASDAQ means it’s time for a high value placement on Forbes? Or even a big billboard in Times Square?

The world of cryptocurrency is exciting and challenging in the best way. Marketers working with these emerging fintech brands should have a mindset of curiosity and determination to drive the strongest results.

Still curious? For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

Driving Leads Through Consumer Education for Finance Brands

The Brief

Coegi partnered with a financial services brand to develop an education-based approach to lead generation using downloadable guides for home buying, auto financing and growing a business.



Conversion Rate


Making the decision to apply for an auto loan, mortgage, or even open a new checking account requires a significant lift on the consumer in terms of research and compiling information. Many institutions lean towards offering financial incentives for opening an account or emphasizing low interest rates. 

While offers such as receiving $200 for refinancing or opening an account can act as a compelling call-to-action, the consumer needs to be educated on the process ahead of receiving this messaging for it to be effective. Offering monetary incentives to an uneducated audience can lead to abandoned applications and a higher cost per lead. Educating your target audience with branded collateral positions your brand as an industry thought leader. This also builds trust with your audience and leads to greater conversion activity, and ultimately higher customer lifetime value. 


This financial services client regularly offers e-books on various financial topics. They observed the benefits of this educational approach to campaign messaging. This client promoted guides on home buying, auto financing, and growing a business. Coegi adjusted their target audience based on the topics to ensure relevancy. 

The campaign uncovered that paid ads related to e-book downloads outperformed campaigns focused on monetary promotions. In Q4 2021, their Fall Homebuyers ad was given a quality ranking by Facebook and served more frequently than its counterparts. Users were 125% more likely to download the guide and request more information compared to messaging offering a discount. This campaign positioned the client as an expert in their industry and built trust among their target audience. 

Messaging Homebuyer Guide Closing Cost Discount
Impressions 240,227 14,417
Conversions 190 5
Conversion Rate .079% .035%

Education-based advertising is often viewed as an upper funnel marketing tactic utilized to build awareness and inform potential users. However, this campaign showcased the down-funnel impact educational materials can have on conversions. Our client was able to use educational guidebooks to empower their customers when making financial decisions. It was effective in building trust among the core audience and leading them to request more information.  Brands in the financial services sector should prioritize educational materials to create trusting consumer relationships and efficiently nurture leads.

Coegi Partners

/ Contact

Tell us about your project

This field is for validation purposes and should be left unchanged.

Coegi Partners
Skip to content