How to Go About Content Marketing as a Financial Institution?
Financial institutions, especially smaller ones looking to build an impactful content marketing strategy have to understand how to achieve effective results with every piece of content.
Nowadays, the newer generations will spend an increasing time on mobile devices. Reports show that the average adult will check their phone 30 times a day and the average millennial checks their phone more than 150 times a day.
Consumers buy, sell, share and transact more often now on their phone, opposed to 10 years ago. Having a mobile-first and responsive approach to website design can make your phone and tablet experiences as usable and functional as your online offering. Better user experience will lead to visitor retention and higher potential for qualified sales leads.
As you increase your online presence, ensure that your brand also starts interacting more with the audience. Try to engage with followers by offering them the possibility to click, view, listen, like and comment. This can be through your social media channels, online calculators for mortgage or loan rates, or goal-based savings apps. An online interaction is not like one face-to-face, however it can still help you gather insights and understand what prospects are looking for.
Financial content you create for your marketing efforts — in the form e-mail, social or blogs — should be personalized, where possible. Besides putting the customer’s name at the top of the e-mail, you should be able to personalize the content by relating to the prospect’s location, needs or financial budget.
Take into consideration that the same customer at 35 will have a different response to content than at 55. The key is to gather as much data as you can — potentially through your mobile, interactive, and digital marketing efforts — and use it to your advantage.
In addition to relevance, financial marketing content should also valuable information to readers. Financial products can often be daunting to prospects and educational content will always be well received. Educating your audience can be just by sharing your expertise in a blog post. More sophisticated methods include organizing webinars, creating videos or teaching via an online application.
Webinars, for example, are a great way to engage in back-and-forth discussions and really get to know the issues your consumers face, but they need to be well prepared and organized.
While online applications may lack in direct contact with customers, these compensate for this in other ways. The main advantage of online applications is that they are scalable and can be used by customers at any time and anywhere.