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6 Tips for Blogging in the Financial Industry

Blogging. It’s the hot topic these days no matter what industry you’re in, and rightfully so. Based on 2015 data from the inbound marketing platform Hubspot, companies that blog attract 55% more visitors, and get 67% more leads than those that don’t. While data suggests that publishing over 16 blog posts per month can increase web traffic by 3.5 times, even posting 1-2 blogs per week can boost traffic by up to 50%.

In the financial industry, there are plenty of topics to blog about. From savings to investment trends to information on pensions, people are looking for information you have, and your blog is the perfect place to share your knowledge.

It can sometimes be difficult to know exactly what to write about for your next blog post. So to help you create a blog that draws in more traffic and, hopefully, more customers, here are some tips to blogging in the financial industry.

1). Spend time researching your buyer personas

Knowing exactly who is buying your services is key to establishing a successful blog. Without knowing who your ideal customers are, it’s very difficult to create content that attracts more of those people. By researching your customers and speaking to front-line employees, you can learn a lot about who your business is servicing.

2). Create a content calendar, but stay flexible

It’s important to plan your content in advance, but it is equally important to remain flexible and news-jack a story or trend. Knowing exactly what will be going out in the future allows your brand and blog to remain consistent online, but can give you the opportunity to strike gold with simple tweets talking about trending events or topics.

3). Avoid industry-specific jargon

Jargon scares people, mainly because they get confused and it’s off-putting and often dry. This does not mean to use slang or sloppy English, but write accessibly in a way that anyone can easily understand.

4). Cite credible sources

Citing credible sources when referring to information like legislation, new trends, and more will add weight to what you are saying. In other words, it lets people know you know what you’re talking about.

5). Tap into in-house knowledge

Take advantage of people in different departments within your company. These employees have plenty of untapped knowledge about the industry, clients, trends, thought leaders, and insights. Many times there is not much data to back up information in a blog post, and using these in-house resources can effectively fill the knowledge gap.

6). Interview people

People want to hear what experts have to say, especially in the financial industry. If getting an actual interview within your organization is hard, schedule an interview so they don’t have to write. Turning this into a blog post may provide you with some of the most valuable information in your blog.



Lead Generation Tips: Call-To-Action Placement

A call-to-action is the best way to drive traffic to your offers. But it’s completely useless if it doesn’t capture people’s attention. There are a few things to keep in mind when placing your call-to-action.

  • First, make sure your call-to-action is located in a spot where it will be easy to find and that it follows the flow of the page organically. You are trying to get people to act on something, and you want it to require as little work on their part as possible.
  • Ideally, your call-to-action will be placed “above the fold”—the area of the page that a visitor will see without scrolling down the page. Any content placed below the fold is only viewed by about half of the individuals that come to your site. By increasing the impressions on your call-to-action, you can greatly increase the amount of leads you get.
  • If you do decide to place your call-to-action below the fold, make sure there are cues leading your visitors to it.
  • Size is another thing to consider. You want to make sure your call-to-action is large enough to see from a distance, but not so large that it detracts from the rest of the web page.
  • Be sure to use contrast and/or whitespace to help your call-to-action stand out. The last thing you want is for your call-to-action to blend in with your site so much that people don’t even know that it’s there.
  • Use a “Thank-You” page to promote another offer or some different content.

Calls-to-action are placed in all manner of advertising, such as product pages, email, social media, and even display ads. The more people who see your call-to-action, the more leads you will have.

New Call-to-action

Lead Generation Tips – Element of Scarcity

“Order within the next five minutes and get a second one free!”

“Only four left, order now!”

“Everything 50% off while supplies last!”

Have you ever seen one of these messages before? Of course you have. They rely on scarcity, whether real or invented, to help make a sale and have been proven selling techniques.

The most basic economic principle is the idea of supply and demand. When supply is low, demand is high. So by adding the element of scarcity, either in limited quantity or limited time, there is an added pressure to buy now. It is this fear of missing out (FOMO) that pushes people to buy right now. There are two main types of scarcity used to make a limited offer:

Limited Time Offers
These are the most common type of limited offers. They work based on the idea that this offer will only be available for a short period of time, so you better act now in order to get this deal. Once the offer has ended, that’s it. eBay is a great example of this because of its auction format. If you don’t bid right now, someone else will win.

Limited Quantity Offers
These are another familiar type of limited offers. Because there are only so many left, there is a sense of scarcity again, just as with the limited time offers. After the store runs out, you may not be able to get the item ever again, or at least not for a while. This limited quantity also indicates social proof that this is an item worth purchasing. Kickstarter is a good example of this. Sometimes, there are only so many people that can receive a certain item if they pledge so much to a project. (i.e. the first 100 people to pledge $50 can get the item before everyone else).

Kickstarter reward for Pebble Smartwatch

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Some companies even combine both of these into limited time and quantity, like Amazon and Groupon. Amazon has “daily deals” where an item is for for sale for a limited amount of time, and you can see the percentage of that product that has been claimed, so you know how many are left. Groupon is similar in the way that there are only so many offers that can be claimed, and they must be claimed within a certain time period.

Amazon’s “daily deals”

Screen Shot 2015-07-01 at 2.36.01 PM


These limited offers can be great for increasing sales, but be careful not to overuse them. If you do, they can decrease the public trust of your brand.

New Call-to-action

10 SEO Mistakes To Avoid During Your Next Website Redesign

Website redesign and improvement is a major part of any modern company’s strategy to reach a wider audience, generate more leads, and conduct more business. While many companies shift their attention to their website’s aesthetic aspects in order to become more user-friendly, there are less-glamorous facets of improving your website. A lot of emphasis has been placed on SEO (Search Engine Optimization) over the past few years. Although the way SEO is approached is constantly changing, it remains an integral part of attracting customers to your business. After all, your company’s website may blow your competitors out of the water, but if no one can find your website, it doesn’t matter.
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The New Faces of MCG!


Kellie Ward, Director of Client Service

After designing with MCG for four years, Kellie has a new role. As Director of Client Service, she will be the contact for all accounts. Originally from Chattanooga, Tennessee, Kellie is a graduate of the University of Tennessee at Knoxville. She completed a Bachelor’s of Art degree in graphic design with minors in business and studio art.

A summer internship led her to Morris Creative Group, where she also worked as a designer during school. After college, Kellie Ward gained graphic design and marketing experience in the East Tennessee healthcare industry and also worked as a freelance designer. Kellie’s artistic style is hands-on with close attention to detail on all projects. She strongly believes art and design can be used to improve many aspects of our clients’ businesses and our community through aesthetics, functionality, and the communication of information.

Traveling and exploring new places are Kellie’s passions. So far, she has traveled, worked, and studied abroad in Europe and Australia. In addition to traveling, she also enjoys cooking, painting, photography, and spending time on the water.


Liz Hoover, Senior Designer

Liz Hoover attended the University of Tennessee at Knoxville, where she graduated with her Bachelor’s in graphic design. Liz then began working for Morris Creative Group as a designer. She moved to San Francisco where she worked as a designer for the Leo Burnett advertising agency. She relocated to New York City where she worked as a freelance designer and obtained her master’s in figurative sculpture from the New York Academy of Art. Liz then began working as an assistant for renowned artist, Jeff Koons, until she returned to Knoxville where she worked as an interactive designer for Scripps network.

Liz is excited to be back at MCG, and she looks forward to applying her vast experience to create new and functional designs to meet client demands. Liz’s method of design includes collaboration with others, and she considers all aspects of what the design communicates to the viewer. This method has allowed her to target the specific audience she is trying to reach, and strategically incorporate a clear message in her designs.

When she is not working, Liz loves to travel and spend time outdoors. She recently traveled to Thailand, where she enjoyed hiking, and soaking up the local culture. Liz also enjoys reading, exploring the Great Smoky Mountains, and spending time with her dogs, Monte and Martin.


Matt Patteson, Graphic Designer

Matt Patteson was born and raised in Knoxville, Tennessee before attending the Ringling College of Art and Design. After graduating with his BFA in design and interactive communications, he gained experience as a design intern at Morris Creative Group. Subsequently, Matt worked independently as a freelance designer with physician groups at the University of Tennessee Medical Center, and with a privately owned sports enterprise.

Matthew chose graphic design because of his creative and outgoing personality, and because it allows him the opportunity to express his individuality through his work. After gaining experience through freelancing, he decided to return to MCG because he enjoyed the challenge and opportunity of using his design skills to satisfy the needs of demanding clients. Matthew enjoys the strategy behind creating new designs for branding and marketing purposes.

In his free time, Matthew enjoys exploring new technology, cooking, and spending time with his black lab, Virginia.


Brian Schroeder, Marketing and Communications Intern

Brian Schroeder is a native of Pittsburgh, PA and is a Senior at the University of Tennessee at Knoxville. He is pursuing a degree in Communication Studies with a minor in Business Administration, and has had experience working for Wyndham Vacation Ownership and the University of Tennessee Conference Center. Brian chose Communication Studies because of his interest in understanding more about interpersonal and organizational relationships within the business environment. In his time at MCG, Brian hopes to learn more about how a full-service marketing agency operates, and plans to work in the advertising or marketing industry upon graduation.
Brian is excited to contribute to projects through his creative ideas and attention to detail, as well as gain real-world experience in the industry. He was drawn to MCG by their broad and diverse client base, and the opportunity to work on many different types of projects in a fast-paced environment.

When Brian isn’t at MCG, he likes to spend his free time on the golf course or watching any kind of live sporting event. He is also an amateur movie critic who enjoys travel to new and exciting places.


Ben Maxey, Graphic Design Intern

A native of Knoxville his entire life, Ben Maxey is entering his Senior year at the University of Tennessee at Knoxville, where he is pursuing his BFA in Graphic Design. He enjoys graphic design because it offers him the chance to create design that helps people accomplish their goals no matter what they may be. Ben says his favorite part of design is that it allows him to use his originality and variation in design to help solve problems and create memorable experiences for others.

Ben is excited to bring his skills to Morris Creative, and to learn more about how design can contribute to the successful branding of a business. He describes his design style as clean, diverse, and interesting to a broad spectrum of people. Whenever possible, Ben likes to incorporate motion into his designs to make them more interactive.

In his free time, he enjoys video games, movies, and everything super-hero related. His favorite stories are Star Wars and A Song of Ice and Fire.


Jonathan Edwards, Marketing and Communications Intern

Jonathan Edwards has spent most of his life in Knoxville and is a senior-year advertising student at the University of Tennessee. He was attracted to advertising because of the creative aspect and hopes to work in alternative media and guerrilla marketing in the future. It is his love for creativity that drew him to Morris Creative Group, along with the wide range of clients and the ability to work on all types of projects.

Jonathan is looking forward to spending the summer at MCG to learn more about the advertising industry and gain experience working in a real agency. He hopes to use his creative ideas to help benefit MCG and its clients.

In his free time, Jonathan enjoys playing guitar, writing and producing music, and long-boarding.

We are excited to have everyone on our team at Morris Creative!