Good News: Your Competitors Are Bad at Marketing.

Let’s be honest financial services hasn’t always been known for being at the forefront of marketing innovation (although the arrival of fintech is definitely changing that). 

If you’ve spent any time in the specialist lending sector then you’ll be well accustomed to images for bridges, copy encouraging you to “bridge the gap” and endless promises of “fast and reliable lending” along with a few team golf day posts on LinkedIn thrown in for good measure.  

The good news is all this means there are lots of opportunities for your company to stand out through better branding and marketing efforts.

Key Takeaways

• You need brand identity that stands out

• Position yourself away from the crowd

• Specialisation is key

• Repurpose your content

• Play the long game for success

1. Brand: Creating an Identity that Stands Out 

Your brand should go beyond just showcasing your work (or your logo!). It's a valuable asset that communicates who you are, and what you stand for.  It will be key in the type of audience you attract. Create a brand identity that cuts through the noise and establishes a respected presence within your industry. Think about personal branding for the key people within your organisation - it will help your PR opportunities, improve rankings and ultimately generate more leads.

2. Positioning: “Breaking News: We Sell Cold Ice Cream”

Stop repeating what everyone else is saying. "Fast, Flexible Finance" isn't a standout claim or something that sets you apart.  Everyone wants a bridging loan fast. Doing your job well is a bare minimum. 

Flexibility in bridging loans is what makes them a bridging loan.  It’s like saying “We sell cold ice cream” - it’s just a given.

Spend some time thinking about what actually sets you apart from your competitors? What are the ways in which you work that are different? Do you have specialisms within your team that are worth highlighting? Do you have a niche for certain types of deals/regions/property types?  Highlight these instead.  

3. Specialisation is key - Niche Please! 

Master your niche and expand from there. Everyone wants to talk about how they offer every product and service under the sun, but without specialising, you'll face challenges.  Focusing on niche markets can help businesses build stronger and more resilient brand identities.

By becoming the go-to provider for a specific market segment, product or service, you will develop a reputation for expertise and reliability that larger competitors might struggle to match. 

4. Repurpose your Content

Don't waste good content. Tailor it for different platforms and audiences. Define your ideal audience to create content that resonates and converts leads. Repurpose your content across formats to reach diverse audience segments:

• Short videos

• Infographics

• Podcast episodes

• Social media posts

• Adverts or editorials

• Detailed guides

Conclusion: Playing the Long Game for Lasting Success

In a saturated market, a well-thought-out marketing strategy not only sets you apart but keeps you top of mind. By defining your brand, sharpening your positioning, and focusing on a niche, you’ll leave a lasting impression on those in need of your specialised expertise.

But remember, marketing is a long-term investment.  Building trust and authority doesn’t happen overnight—it takes consistency, creativity, and a relentless focus on your audience’s needs.  As you refine your strategy and adapt to market changes, your efforts will compound, generating more qualified leads and strengthening your reputation. 

A well-executed marketing plan not only attracts the right audience but also ensures that your business grows steadily, putting you in a stronger position to weather challenges, adapt to industry shifts, and thrive in a competitive landscape for the long haul.