Content marketing is important for all businesses, but many finance companies hold back from utilising this valuable resource for fear of falling foul of complex compliance laws. But this is a mistake. There are certainly challenges associated with the creation of engaging content and it can be a difficult discipline to master, but for a financial services business, this is not an opportunity you can afford to ignore – and here’s why.
Greater Customer Engagement
Content marketing is a great way to reach customers across a wide demographic. If you plan your content marketing strategy you can directly target your audience and build a good relationship with them.
Finance can often be perceived as a bit ‘boring’, particularly by the younger generation. Fun content such as memes, infographics and videos make serious points more straightforward and fun. This type of content is personable, which appeals to online readers who don’t want to be burdened down with pages of dry facts and figures. By creating a light-hearted cartoon, you can impart serious information in a fun and engaging way, which is a much more effective method of reaching potential customers.
This approach helps to build relationships with new customers and encourage existing customers to stick around, which for most finance companies is extremely important. After all, it has never been so easy to swap and change from one financial product to another, so anything you can do to improve customer retention is very important.
Improve Customer Understanding
Trust is very important in the finance sector. Banking woes in the wake of global recession did little to boost customer confidence levels, as many banks and financial services institutions were perceived to be largely responsible for what happened.
Finance companies can use content marketing as a way of building trust and establishing a reputation for expertise. Disseminating useful information in a simple to understand format will strengthen the relationships you have with customers, which in turn builds confidence.
Greater Brand Awareness
Building brand is very important. There are hundreds of finance companies out there, so anything you can do to differentiate your business from your competitors is a worthwhile exercise.
Most finance companies focus on building a greater awareness for their products and the quality of the service they offer, but it is also important to place emphasis on trust. Use content to market your business as a trusted advisor. If you do, customers are more likely to turn to you if they have questions about financial products and services.
Content marketing is risky and if you get it wrong, you could end up under fire from customers. You also need to stay compliant at all times, which means you must disclose all relevant facts when advertising products and services. But in order to stay competitive, you can’t afford to be too risk averse.
Customers are increasingly looking online when they want financial information or are looking for a financial services provider such as www.ukhomeandpersonalloans.co.uk. Finance companies that recognise this will do a better job of earning customer trust and building their client base.