• SOCIAL MEDIA FINANCIAL SERVICES

How Can Financial Companies Make the Most of Social Media Marketing?

Joe Elvin, Financial Content Specialist @ Article-writing.co

Posted On: March 26, 2018
It’s incredible to think that some financial companies still think that their business is too bland for them to launch a proper social media marketing campaign.
We’re in 2018 and thousands of businesses have demonstrated the tremendous potential for social media to boost brand awareness and sales, including financial companies. No matter what your niche is, there are plenty of ways that businesses can leverage social media to their advantage.

Below, we discuss how to make the most of your social media marketing, with examples of financial companies that are doing it brilliantly.

 

Demonstrate your expertise

social media financial services
Consumers will typically only allow trustworthy expert brands to deal with their finances.

In some industries, businesses can get away with not showing their expertise, provided they have a cheap product, but with finance there’s too much risk involved for that to be the case.

By posting useful and interesting content to their social media pages, businesses can show their expertise to a potential audience of millions.

Social media is a great platform to share blog posts, videos, and infographics to an audience that is already interested in your company.

If your content is valuable, and includes subtle references to how your company’s products can benefit the reader, you can expect to make a few sales.

Personal finance software provider You Need A Budget (YNAB) is a good example of a financial doing this well. Every day, this page posts content helping people that helps people control their day-to-day spending. This content is rich, insightful, and entertaining – and shows that the software’s staff know a lot about budgeting. No wonder there are more than 174,000 people are following its Facebook page – and you can imagine a fair few of these followers have been converted into customers.

Not sure what your business should post about on social media? We’ve written some expert tips.

 

Boost brand awareness

Social media can substantially boost your brand awareness at absolutely no cost to you.   Every time someone engages with your social media content, this is made public and many of that person’s followers are likely to see it. From one click a button, thousands of people could be exposed to your brand. If one of those people engages, there’s another audience potentially introduced  to your business. There is no other marketing platform that allows this sort of exposure at no cost to the business.

There’s nothing stopping your social media post being viewed by a worldwide audience either.

This phenomenon has been dubbed ‘going viral’. Here are some examples of financial businesses that managed to capture the attention of millions through their social media posts.

There’s no secret formula to ‘going viral’, but from the looks of these posts, it certainly helps if the posts to spark emotion in people, be that humor, shock, or excitement.

Customer service

financial services social media
So many financial brands how deliver customer service via their social media channels that this has arguably become an expectation among many consumers.

It would appear that many people would prefer tweeting or leaving a Facebook message to a brand then they would being kept waiting on the phone – and there’s some benefit to brands who deal with customers’ queries in the public sphere too.

For starters, it gives businesses the chance to public address any complaints that are being made about them online. Secondly, it proves to potential customers that they’ll be able to access speedy useful customer service should they buy a product. Finally, it lets businesses learn more about what their customers really want. By taking notes of the comments made by customers on social media posts, you should find it much easier to please them in the future.

Sandra Wróbel-Konior, content marketing manager at SecurionPay, believes that listening to your customers’ concerns is the easiest way to create compelling social media content.

She says, “Social media is mostly about building relations and creating communities, so it’s good to be there and answer your current or future customers’ questions.”

“We always listen to our customers and then, turn their feedback into content that might help them solve some issues or explain some topics further.”

 

Here are some examples of businesses delivering fantastic customer service on social media.

If you’re a business owner or marketing executive who likes the idea of making more sales through social media, but doesn’t have the manpower to manage it, get in touch with us. Our team of expert article writers and social media experts are ready and waiting to produce the content that takes your brand to the next level.

So many financial brands how deliver customer service via their social media channels that this has arguably become an expectation among many consumers.

It would appear that many people would prefer tweeting or leaving a Facebook message to a brand then they would being kept waiting on the phone – and there’s some benefit to brands who deal with customers’ queries in the public sphere too.

For starters, it gives businesses the chance to public address any complaints that are being made about them online. Secondly, it proves to potential customers that they’ll be able to access speedy useful customer service should they buy a product. Finally, it lets businesses learn more about what their customers really want. By taking notes of the comments made by customers on social media posts, you should find it much easier to please them in the future.

Sandra Wróbel-Konior, content marketing manager at SecurionPay, believes that listening to your customers’ concerns is the easiest way to create compelling social media content.

 

Need Writing Help?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of the words, so you can get back to growing your tech startup.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.