Content Marketing for Financial Services; Yield High Returns through Content Development, Engagement, Enablement, and AnalyticsCmw fin servlabpresentation_mc
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Whether you’re an independent advisor developing a personal brand, or a large firm redefining its image content marketing allows you to take control of that message.
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Content Marketing for Financial Services; Yield High Returns through Content Development, Engagement, Enablement, and AnalyticsCmw fin servlabpresentation_mc
- 1. Investing in Your Clients and Firm Yield High Returns through Content Development, Engagement, Enablement, and Analytics Marilyn Cox Marketing Principal – Industry Center of Excellence #CMWorld
- 2. #CMWorld Marilyn Cox @MarilynECox Marilyn.e.cox@oracle.com If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE
- 3. #CMWorld Tweetable Takeaway #1 Your industry is changing. Evolve or implode. If you don’t decide, the market will decide for you. #CMWorld Oracle 3
- 4. Tweetable Takeaways #2: A customer is a consumer or advocate of your content and services like a client, an advisor, a broker, an agent or even a thought leader #CMWorld #CMWorld Oracle 4
- 5. #CMWorld Tweetable Takeaway #3 Don't just identify a problem, provide a solution that is engaging, entertaining, and is communicated by your customer. #CMWorld Oracle 5
- 6. #CMWorld Tweetable Takeaway #4 Define a trend, like the shift in traditional sales to social sales, and use that as to develop an industry relevant content piece #CMWorld Oracle 6
- 7. #CMWorld Tweetable Takeaway #5 Leverage social media to extend the reach of your traditional communications. Move beyond content delivery and engage in conversation. #CMWorld Oracle 7
- 8. Tweetable Takeaway #6: Don't just push content for consumption, ask for community input. Be relatable and relational. Show the human side of your organization. #CMWorld #CMWorld Oracle 8
- 9. #CMWorld Tweetable Takeaway #7 Invest in consumer collaboration and make a commitment to your social community through an emphasis on your social publishing #CMWorld Oracle 9
- 10. #CMWorld Tweetable Takeaway #8 Be socially relevant, and FINRA compliant, while also providing context to your content. #CMWorld Oracle 1
- 11. #CMWorld Tweetable Takeaway #9 Leverage videos, experiments, expert articles and interactive pieces to service your customers and understand what matters to them. #CMWorld Oracle 1
- 12. Tweetable Takeaway #10: Provide sales with more than just a list of names. Deliver insight around the Digital Body Language, motivations, and behaviors of contacts. #CMWorld #CMWorld Oracle 1
- 13. #CMWorld Tweetable Takeaway #11 Analyze event engagement to reduce unnecessary events, increase attendance to premiere events, and reduce spend. #CMWorld Oracle 1
- 14. #CMWorld Tweetable Takeaway #12: Develop strong content, unify channels, focus on data forensics to grow revenue,recruit & retain talent and make smarter decisions #CMWorld Oracle 1
Editor's Notes
- Cetera Financial Group partnered with The Oechsli Institute to develop thought leadership content on “LinkedIn Social-Selling Secrets of Financial Advisors: A Practical Guide”. This is a great targeted, relevant, piece of content. Cetera takes a very popular trend, the shift in traditional sales to social sales, and delivers an industry relevant content piece. This content is chock-full of best practices around working your LinkedIn chain, networking, and developing an effective profile. It can be used by both internal teams as well as external sources … even the competition.
- And now this helpful content can be shared beyond traditional mailers and word of mouth. There is no doubt that social media is changing how we communicate. Social media is allowing financial services organizations to extend beyond content delivery, and is becoming a platform for real conversation. Several months ago I conducted a social media study of 5 FinServ companies. My hypothesis was that financial services would be laggard compared to other industries. I was wrong. FinServ companies are socially aware and discovering new ways to converse.
- New York Life is a great example. They focus on the human element of their social community. They pose questions that garner an emotional response and drive the community to share positive and fond memories. Because many of these experiences are shared across communities other social followers comment and “like” the status. It really drives positive interaction. By doing this, New York Financial added 6,289 new Facebook followers in just 10 days When it comes to social, don’t just push content for consumption, ask for community input. Run polls, ask people to vote on scholarship or nonprofit donations. Get topical, not just with current events, but find out what personally motivates your community and gets them excited and talking. Probably a no-brainer, but use images. People engage with photos. Be relatable and relational. Don’t be afraid to show the human side of your organization. Let your community know who the people are that they interface with, and what those people are doing to contribute to the community and the business. And while social is a growing trend, it’s important not to overlook the more tried and true communications channels as well. Email campaigns, delivering personalized 1:1 communications can be some of your most effective tools.
- Kathy Klingler, SVP & CMO for Santander, contributes to the brand awareness program they launched after acquiring Sovereign Bank in the midst of a global recession. Despite the challenges, Santander successfully entered the U.S. market and continues to see positive results. The reason for their ongoing success can be attributed to the bank’s strategic investment in consumer collaboration. By collaborating directly with customers, prospects, and team members they saw great success with their “Become Santander” awareness program. Santander partnered with their customers to shift the focus away from products and onto the consumer. Through interviews and customer-centric programs they began to develop content and programs developed by the customer, for the customer. An example of this is Santander’s 123 program. Santander made a commitment to their social community and placed added emphasis on their social publishing