If you look around, you will see that the field of financial services has exploded in recent years, meaning that competition is more intense than ever before.
Financial companies these days all ask themselves the same question:
“How can we separate ourselves from the crowd to effectively reach the right audience and generate more sales?”
Whether you have an investment firm, bank, insurance agency or other financial services company, your financial organization can use aggressive marketing to reach your target audience and build the trust required when dealing with people’s money.
Create a Strong Online Presence
Your company’s online presence is often the first impression a potential clients has. Your website needs to elicit a feeling of trust for potential clients. A strong web design that showcases your company’s professionalism is the starting point to building a powerful online presence.
Your website also needs to be optimized via search engine optimization (SEO) so you are among the first results people see when searching for your specific services. An SEO expert will use keyword strategies, the website’s structure and off-site link campaigns to help your site rank high in the search engines. Once your site is properly built and expertly optimized, your focus should be on social media pages and user-review sites (such as Yelp). While this type of comprehensive online marketing strategy is crucial and will keep your company front of mind of potential customers, it is time consuming and requires the expertise of a professional who knows the proper strategies.
Building Trust In An Untrusting World
Arguably, trust is more important in the financial services sector than some others since you are being put in charge of a person’s financial future. These days, consumers do their research – they shop around online, read reviews, visit comparison sites, ask friends and family. You must build trust to sell the service you are selling. So don’t be afraid to be vocal about what makes you the best in the industry and take ownership of your expertise.
Customers are increasingly wary of scams, fakes and rip-offs, meaning that they will carefully consider their options before choosing which company to trust their money with. By actively promoting your business and interacting with your audience on social media, you will seem more “real” to them and will likely be placed on the top of the consideration pile.
Valuable content, above all, is trustworthy and authentic. Today’s consumer can see straight through disingenuous interactions. They are savvy and not as easily convinced as consumers of the past. Making your content more credible is relatively easy. By editing, fact-checking and putting effort into a good content experience, you can differentiate your brand and show that you actually care.
Customers won’t buy from brands they don’t trust. Start gaining trust by building a relationship with valuable, relevant and consistent content. Content should not be created simply for the sake of it. Of course, your content needs to align with your business goals and industry, but if you want to gain your audience’s trust, you need to create content that will help inform your buyers as they move through the buying process. Understand what your audience needs to inform their decisions, and give them a piece of content that serves the purpose of making their decision easier.
Use Content Marketing Effectively
Establishing trust requires good, solid content marketing such as videos and articles that highlight investment strategies, debt reduction tips and frequently asked questions about the financial sector. It is a great idea to publish these through your blog and share on your social media platforms. You will provide valuable assistance to your clients while also branding your company as a trustworthy expert in the field. Working with a financial services marketing agency will help you create and implement an effective content marketing strategy.
Learn more about our marketing
strategies for the financial industry.
or call us (951) 200-4252
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