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Large financial firms communicate often in one style to the market place. It’s not uncommon for consumers tune out the common messages and themes because they all start to sound the same! Content marketing is an area where the smaller independent firms can shine and create positive impact. Everyone has watched commercials with a monotone sounding person discussing investments and retirement planning. Marketing is more than a flash in a pan; it is a personalized preview that entices prospective clients and consumers to take an interest in your products and services. Financial advisers offer more than numbers and advice. They are not fortunetellers, rather fortune foreshadow tellers. With skepticism high and trust low, more consumers value personal connections than ever before.
Content marketing is about personalizing the experience for consumers.
Here are steps to help you achieve content marketing success:
1. Give free advice
Anything free is great! The prospect feels as though someone understands their needs and actually cares about them! For instance, a recently divorced adult who is vulnerable may want to purchase an expensive car or plan a fancy vacation. However, these impulsive decisions would compromise his/her financial stability. On your company’s website, you could provide pertinent information and financial tips for people experiencing divorce.
2. Make it personal and accessible
Another possibility is to have a blog post describing a similar situation or challenge. Through these messages, the prospective customer can see himself/herself and envision working with your. Providing access checklists and other helpful information can ease the burden of a client having to search and sift through information. Place these items on your mobile responsive easily accessible website.
3. Help clients to feel safe
Spending money is a huge decision and asking for help on managing financial affairs requires trust.
Clients need to feel their wallet and life are safe. Allowing clients to identify their own financial goals and concerns helps them feel included in the process. Creating a YouTube video of a financial counseling session with a couple on buying a home is an example of content marketing. The video explains the financial risks and benefits. The video could also address frequently asked questions about the home buying process. Such an authentic video demonstrates that you can talk the talk and walk the walk. It appeals to someone who is apprehensive about meeting with a financial advisor.
4. Connect on their level
Content marketing can make the financial world less intimidating. Make a meme to connect with Millennials. It could be showing something in popular culture such as the show “2 Broke Girls” and having a funny saying about saving up for a business. The Tonight Show with Jimmy Fallon is a great example of using social media as content marketing. His segment called “Hash tags” engages viewers. Consider using a twitter hash tag that says #BIGGESTSUCCESS and use your company twitter handle. Retweet the unique and creative responses.
Seeing results
1. Make it visual
Using Instagram or other social media platforms is a great way to connect to others. Generally when people are using social media, they are more relaxed and receptive to new ideas and concepts. Create posts to show satisfied customers and the results of your company. For example pictures of a client holding keys to a new car or a client painting their new business. Personalization in content marketing creates the feeling that your services can’t be duplicated. A prospective client will get the notion that this service can’t be found anywhere else.
2. Stand apart from the crowd
Using this marketing tool sets your company apart from other competitors. Your brand looks unique and modern for the tech savvy generation. Consumers share information via internet, cell phones and by talking.
3. Seek feedback
Another tool is to ask a client for feedback via a survey or questionnaire. This valuable data can help you fine tune products and services. It shows consumers you care about their experiences with your company and can ultimately increase loyalty and build relationships.
Content marketing is fun and easy. It is eye-popping colors and delicious morsels of helpful information. Good content marketing makes a person stop, read, think and act differently. Content marketing isn’t just the future, it’s the present. So, what are you waiting for? There’s no time like to present to develop your content marketing strategy.