Financial Content Marketing Tips, Series 1
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Content marketing tips for financial marketers. Learn how to become a successful content marketer for your financial institution and drive more sales appointments!
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Financial Services Marketing Using Social Media, The Importance of Social Media in Financial industry.
Social media in financial services
The document discusses how social media is being used in the financial services industry. It provides examples of large companies like Intuit and Deutsche Bank that have integrated social media into their marketing strategies. While regulatory compliance issues present challenges, many financial professionals are still using social media to generate business through referrals and sharing expertise. The document concludes by recommending that industry groups work together to develop social media guidelines and best practices.
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This presentation was a 3.5 hour class delivered in two parts as the 2014 ABA Stonier Graduate School of Banking. It's grown and expanded over the last two years since I first gave it for J.D. Power & Associates Social Media Division. Below are more details:
Best Practices in Financial Services Social Media: What's Trending Now and What WIll the Future Bring?
Banks and Credit Unions large and small are still struggling with how best to use social media to move from awareness to engagement to sales. Through an in-depth analysis of our industry’s attempts to engage consumers, we’ll analyze today’s best trends and how your institution can leverage social media in the future to drive engagement and sales.
Specifically, we’ll look at:
· Great examples of large, multifaceted social media campaigns from institutions around the world.
· What’s working in the US and abroad to drive social engagement in brand, mission, and product sales.
· Why storytelling, voice, and brand all need to come together in a consistent fashion for social media to excel.
· Specific case studies of brands inside and outside of Financial Services that have excelled at using social media to engage and sell.
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1) The document discusses a study on how financial services companies are using social media for B2B marketing. It found that most see social media as a tool for customers rather than connecting different audiences.
2) Respondents also demonstrated a lack of education about social media and tended to only use platforms like Twitter and Facebook personally rather than for business value.
3) Financial marketers believed social media was only appropriate for audiences under 30 and not those over 50. However, the study aimed to understand current uses and identify opportunities to adapt marketing plans to digital tools.
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The document outlines six principles for social media success in financial services: 1) Develop a strategic social media plan that is integrated into the company culture. 2) Build personal brands for employees. 3) Provide relevant, compelling content. 4) Leverage customers and crowdsourcing. 5) Educate employees on social media. 6) Analyze social media metrics and engagement. The presentation provides examples and recommendations for implementing each principle, and concludes by advertising additional webinars and resources from Actiance on social media compliance topics.Social Media In Financial Services Supriya Sharma You Tube
This document provides 5 tips for leveraging video on YouTube for financial service brands: 1) Upload relevant video content and tag it properly; 2) Create a branded YouTube channel and promote it; 3) Don't be afraid of user feedback; 4) Understand your audience and test different creative content; 5) Utilize the free YouTube API to innovate. It emphasizes experimenting with video on YouTube to engage audiences and tell brands' stories.
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http://www.philipcalvert.com and http://www.ifalife.com
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Social Media in Financial Marketing
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The document discusses how social media is being used in the financial services industry. It provides examples of large companies like Intuit and Deutsche Bank that have integrated social media into their marketing strategies. While regulatory compliance issues present challenges, many financial professionals are still using social media to generate business through referrals and sharing expertise. The document concludes by recommending that industry groups work together to develop social media guidelines and best practices.
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This presentation was a 3.5 hour class delivered in two parts as the 2014 ABA Stonier Graduate School of Banking. It's grown and expanded over the last two years since I first gave it for J.D. Power & Associates Social Media Division. Below are more details:
Best Practices in Financial Services Social Media: What's Trending Now and What WIll the Future Bring?
Banks and Credit Unions large and small are still struggling with how best to use social media to move from awareness to engagement to sales. Through an in-depth analysis of our industry’s attempts to engage consumers, we’ll analyze today’s best trends and how your institution can leverage social media in the future to drive engagement and sales.
Specifically, we’ll look at:
· Great examples of large, multifaceted social media campaigns from institutions around the world.
· What’s working in the US and abroad to drive social engagement in brand, mission, and product sales.
· Why storytelling, voice, and brand all need to come together in a consistent fashion for social media to excel.
· Specific case studies of brands inside and outside of Financial Services that have excelled at using social media to engage and sell.
Social Media for Financial Services Companies
Keynote presentation delivered at the 2011 LIMRA Social Media Conference for Financial Services by Joel Book, ExactTarget and Bianca Buckridee, SunTrust Bank
Social Media in Financial Services: Survey Results
1) The document discusses a study on how financial services companies are using social media for B2B marketing. It found that most see social media as a tool for customers rather than connecting different audiences.
2) Respondents also demonstrated a lack of education about social media and tended to only use platforms like Twitter and Facebook personally rather than for business value.
3) Financial marketers believed social media was only appropriate for audiences under 30 and not those over 50. However, the study aimed to understand current uses and identify opportunities to adapt marketing plans to digital tools.
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The document outlines six principles for social media success in financial services: 1) Develop a strategic social media plan that is integrated into the company culture. 2) Build personal brands for employees. 3) Provide relevant, compelling content. 4) Leverage customers and crowdsourcing. 5) Educate employees on social media. 6) Analyze social media metrics and engagement. The presentation provides examples and recommendations for implementing each principle, and concludes by advertising additional webinars and resources from Actiance on social media compliance topics.Social Media In Financial Services Supriya Sharma You Tube
This document provides 5 tips for leveraging video on YouTube for financial service brands: 1) Upload relevant video content and tag it properly; 2) Create a branded YouTube channel and promote it; 3) Don't be afraid of user feedback; 4) Understand your audience and test different creative content; 5) Utilize the free YouTube API to innovate. It emphasizes experimenting with video on YouTube to engage audiences and tell brands' stories.
Social Media for Financial Services Providers: How to Engage with IFAs and F...
How Financial Services brands: life, pension, investment and protection providers can use Social Media, LinkedIn and conversational marketing to engage with IFAs and financial advisers online.
Contact Philip Calvert for information on conference speaking, in-house training and consultancy for Financial Services and regulated industries.
http://www.philipcalvert.com and http://www.ifalife.com
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The document provides guidance on developing an effective social media strategy and policy for financial advisors. It recommends determining objectives, target audiences, and appropriate channels. It also stresses the importance of creating a consistent brand voice, allocating responsibilities, and establishing rules for employee conduct and compliance. The social media policy should clarify authorized users, acceptable platforms, interaction guidelines, and consequences for non-compliance or employee departure. Regular review is advised to adapt to changing needs and regulations.
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This document discusses how financial institutions can better engage remote customers through content marketing. It notes that many customers do their banking online or haven't been to a branch in months. The document then recommends that financial institutions leverage content to engage customers around important life events in order to turn those engagements into sales opportunities. It provides examples of content delivery platforms that financial institutions can use both online and in branches to engage customers and start meaningful dialogs.
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This document discusses how financial institutions can drive sales through engaging customers with relevant content. It notes that senior managers' top goals are cross-selling, share of wallet, and organic growth. However, most banks only offer single products instead of additional options. The document advocates for using content marketing to engage customers in meaningful ways around life events when they are more open to buying additional products. It provides examples of content delivery platforms that financial institutions can use both in branches and digitally to connect customers with advisors who can help meet their revealed needs. Research is cited showing that emotionally connected customers tend to deliver better business results than rational customers alone. The key is leveraging existing channels to engage customers and introducing them to helpful content and people.
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This document discusses how financial institutions can realize untapped revenue from existing customers through effective customer engagement and cross-selling efforts. It outlines that:
1) Senior managers' top goals are cross-selling, increasing share of wallet, and organic growth, which can be achieved by engaging current customers about additional products.
2) Most banks currently offer only basic products and services, with little cross-selling. Content marketing can effectively engage customers to uncover additional needs.
3) A content marketing system, delivered through existing channels like branches, websites, and mobile apps, can engage customers around life events and connect them with specialists, leading to more sales opportunities.
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This document discusses how financial institutions can engage customers and prevent them from straying by implementing a content marketing strategy. It notes that technology is causing customers to be more remote and do more transactions online rather than in branches. A survey found that most banks only offer single products rather than engaging customers about their other financial needs. The document advocates creating and distributing relevant financial content to customers around life events in order to start dialogs, provide solutions, and turn those engagements into sales opportunities. It provides examples of content delivery methods like a financial answer center and discusses how content can be introduced and promoted through branches, websites, email, social media, mobile apps, and employee benefits to engage customers.
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This document discusses how financial institutions can leverage existing channels to generate more revenue through engagement and content marketing. It recommends that institutions:
1) Leverage existing branch and online channels to engage customers in meaningful ways around life events and financial needs.
2) Create and distribute relevant, easy-to-understand content to engage customers and help start dialogues that provide solutions.
3) Deliver content and engage customers around life events when they are more likely to buy, and in a way that connects them with advisors who can help meet their needs.
The Lost Art of Engagement
This document discusses how financial institutions can better engage remote customers through content marketing. It notes that many customers prefer online banking and see branches as irrelevant. A survey found most banks only offer single products in branches. The document advocates building engagement beyond transactions by leveraging channels to provide relevant content to customers around life events. It argues content should be easy to understand and delivered through multiple platforms like a financial answer center. Providing helpful emotional content can initiate dialogs and lead to sales. The document promotes a content marketing system that financial institutions can use to better engage customers.
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This document discusses how financial institutions can engage remote customers and drive cross-selling through content marketing. It notes that many customers do their banking online or haven't been to a branch in 6 months. Most banks only offer single products instead of additional offerings. The document advocates using relevant content delivered around life events to engage customers and start meaningful dialogs that can lead to additional sales. It provides examples of content delivery platforms like a financial answer center and discusses leveraging existing channels like branches, websites, email and social media to promote this content and connect customers to advisors.
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The document provides guidance on developing an effective social media strategy and policy for financial advisors. It recommends determining objectives, target audiences, and appropriate channels. It also stresses the importance of creating a consistent brand voice, allocating responsibilities, and establishing rules for employee conduct and compliance. The social media policy should clarify authorized users, acceptable platforms, interaction guidelines, and consequences for non-compliance or employee departure. Regular review is advised to adapt to changing needs and regulations.
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This document discusses consumer behavior and marketing of financial products. It describes how consumer behavior involves when, why, how, and where people buy products and services. It outlines different types of customers like retail and corporate. Retail customers expect awareness, knowledge and a faithful relationship while corporate customers expect personalized services and long term financial support. Customer behavior is influenced by cultural, social, personal and psychological factors. Theories of consumer behavior are discussed like Maslow's hierarchy of needs and Pavlov's dog experiment. The diffusion process of adopting new products and ideas is explained. Challenges in marketing financial products include identifying changing customer expectations and increasing competition.
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This POV is here to provide guidance on how financial and investment management institutions can use social media to drive business relationships in compliance with strict government regulations.
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The rise in digital technologies is transforming how bank marketers can reach, engage and deliver value to their customers. With a proliferation of media channels, financial marketers must understand these new digital tools and be in a position to implement digital strategies that add value to the marketing mix and integrate with already established marketing and business practices.
This webinar will discuss several digital marketing strategies that are being successfully used by financial organizations to reach digitally savvy audiences. Tools will be presented along with examples of ways to gain a competitive advantage online
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This document discusses how financial institutions can better engage remote customers through content marketing. It notes that many customers do their banking online or haven't been to a branch in months. The document then recommends that financial institutions leverage content to engage customers around important life events in order to turn those engagements into sales opportunities. It provides examples of content delivery platforms that financial institutions can use both online and in branches to engage customers and start meaningful dialogs.
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1) Senior managers' top goals are cross-selling, increasing share of wallet, and organic growth, which can be achieved by engaging current customers about additional products.
2) Most banks currently offer only basic products and services, with little cross-selling. Content marketing can effectively engage customers to uncover additional needs.
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This document discusses how financial institutions can leverage existing channels to generate more revenue through engagement and content marketing. It recommends that institutions:
1) Leverage existing branch and online channels to engage customers in meaningful ways around life events and financial needs.
2) Create and distribute relevant, easy-to-understand content to engage customers and help start dialogues that provide solutions.
3) Deliver content and engage customers around life events when they are more likely to buy, and in a way that connects them with advisors who can help meet their needs.
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Inadequate share of wallet is a point of pain at most financial institutions today. On average, customers only buy 2 out of 10 products from a single institution. It’s little wonder that cross selling is the #1 goal of marketers today.
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Inadequate share of wallet is a point of pain at most financial institutions today. On average, customers only buy 2 out of 10 products from a single institution. It’s little wonder that cross selling is the #1 goal of marketers today.
Brand image plays a big role in success or failure. All too often it is actually an impediment to cross selling. It becomes a trap. Why? Because the brand image is too narrow: A place to go for no more than transactions.
To succeed, that image needs to change. Financial institutions need to engage customers in ways that build their image as the place to go first for more financial solutions. It takes more than words on a page.
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Onboarding has never been more important than it is today. Why? It’s an opportunity for meaningful face-to-face engagement in a digital world where customer relationships more and more remote. 72% of people will use online banking by 2017 and 43% will use mobile banking (Forrester Research, Trends 2014: North America Digital Banking).
Onboarding is the perfect opportunity to establish the emotional connection that is critical for increasing future sales. Emotional engagement represents a 23% premium for share of wallet compared to average (Gallup Consulting).
For onboarding to set up future sales it needs to establish you as the resource that can provide the help customers need as they face the many financial decisions in front of them. It needs to set you up as the one who can give them the confidence to make decisions that could help them save money and avoid mistakes.
Come learn how to innovate with your onboarding process and set up sales.
The Digital Doorway to Sales
The upside to digital banking – Reduced transaction costs. What about the downside – Increased customer remoteness. In a world where building share of wallet is a top marketing priority, how do you build personal engagement with less and less face to face contact?
According to Gallup Research, “customers that are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth.”
How Innovative Onboarding Sets Up Sales
Onboarding has never been more important than it is today. Why? It’s an opportunity for meaningful face-to-face engagement in a digital world where customer relationships are more and more remote. 72% of people will use online banking by 2017 and 43% will use mobile banking (Forrester Research, Trends 2014: North America Digital Banking).
Onboarding is the perfect opportunity to establish the emotional connection that is critical for increasing future sales. Emotional engagement represents a 23% premium for share of wallet compared to average (Gallup Consulting).
For onboarding to set up future sales it needs to establish you as the resource that can provide the help customers need as they face the many financial decisions in front of them. It needs to set you up as the one who can give them the confidence to make decisions that could help them save money and avoid mistakes.
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