How To Build Your Financial Services Brand ReleasePresentation Transcript
How to build your financial services brand in the social media space
In many ways, choosing an adviser is a leap of faith
It all comes down to this Which company will help me feel confident about my financial future and that of those who rely on me? Will you deliver the cheque and will it meet my expectations?
“I don’t know who you areI don’t know your company.I don’t know your company’s product.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s record.I don’t know your company’s reputation.Now - what was it you wanted to sell me? ” Moral – Sales start before your salesman calls (Source: Advertisement for McGraw Hill Magazines.)
Branding is something you do already
Or is it?
Branding your business – 3 steps 1 Consider what you’d like people to remember about you
2 Think about what makes you different and try to bring that out in everything you do (Remember to be customer focussed).
Branding your business 3 Be single minded. It is an old marketing maxim. If you throw one ball to someone, they will catch it. If you throw several, they are unlikely to catch even one. “A man may be so much of everything, that he is nothing of anything.” Samuel Johnson The best communications focus on one message.
Your two most valuable commodities Trust Reputation
Clarity and consistency build trust and reputation Clarity Clear about who they are, what they stand for and what they offer their customers. Consistency Consistent in their presentation, in their character and in their messages. Each of these builds trust and reputation
Your social media presence is the clothes you wear on the internet Your social media presence is the clothes you wear on the internet: Speak with one voice consistently across all channels Keep your ‘brand’ in mind in every interaction Make sure everyone is on board Good English is important – check your spelling and grammar
Branding Summary 1. Why brand? To communicate what you offer, your unique qualities and experience 2. Branding your business To build trust and reputation and instil confidence in your customers 3. Communicating consistently To be consistently recognisable through clarity in identity
The extended visibility of your brand: So from stationary, to website, to all the available channels
Why bother? Real time search The extended visibility of your brand: So from stationary, to website, to all the available channels
Why bother? “Everything you now do with social media will have an impact on search” Cedric Chambaz, Microsoft
Need image for telling stories
Summary Popular content:
Structuring your content
Sharing and following content Sharing content:
Tools to maximise reach
Projecting Summary Why bother?
To build trust in your clients and with a wider audience
Effective content and propagation
Make your content easy to digest, and easy to share
Tools to maximise reach
To maximise your return on your time investment
Advanced ‘listening’ tools
Don’t allow voids to develop around your brand
Conversation Summary 1. Listen first
Monitoring social media offers great insight into the hopes and fears of your audience.
2. Join in the conversation
Establish where conversations are happening and take the opportunity to engage
3. Actively manage both positive and negative
How you manage your brand in social media will leave a permanent legacy, make sure it’s the right one
Thank you www.thegateworldwide.com twitter.com/TheGateLondon http://uk.linkedin.com/in/nicolawebber ‘nicolawebber’ Nicola Webber