Social media is a key part of any well-rounded marketing strategy. It offers the opportunity to connect with clients and prospects on a more personal level, while establishing your brand’s credibility in an organic way.
When executed correctly, social media can have a major impact on your bottom line. In fact, 71% of consumers who have a positive service experience on social media are likely to recommend that company to a colleague. This means that cultivating a strong social media presence can directly result in more business.
In order to achieve this strong presence, we’ve put together a few tips you can follow today to ensure your financial company’s success on social media.
Be a Resource
From the basics on saving to the intricacies of investing, you should post a range of content on your social profiles. Each piece of content you share should address the unique needs and challenges of your target audiences. This fierce attention to content can really pay off - 75% of buyers say that vendor content has a “significant impact” on which company they choose to work with.
While it’s ideal to post original articles, it’s not always feasible to produce such a high volume of content while maintaining quality. If you find yourself in this boat, feel free to share articles from outside resources on your social platforms. Just be sure that your social media manager possesses a thorough understanding of which resources your brand deems as credible.
By consistently posting highly relevant, helpful content, you will establish your brand as a trusted resource and thought leader in your space.
Keep It Consistent
In order to encourage users to follow and engage with your brand on social, you have to invest in it. No one wants to follow a company whose last post was from 2013. Take the time to continuously update your profiles with fresh content, bold imagery and cohesive branding.
You can also create a sense of consistency by starting a social series. This is a certain post type (usually cleverly named) that your followers can anticipate seeing on the same day and at the same time each week. Something as simple as offering finance tips on “Financial Fridays” can create a feeling of familiarity and give your followers a reason to stick around.
Inject It with Personality
The finance world can be pretty dry; and it makes sense – money is no laughing matter. But social media offers an acceptable space for your brand to show off its personality. Just make sure to consult with your brand managers before trying out a different voice on social media.
Once you’ve aligned with your branding team, you can get creative with your posts. Use what you know about your audience to relate to them in a personable way. For example, if you happen to know that a majority of your prospects are Game of Thrones fans, post a few memes that tie together GoT and finance. Although this shouldn’t be the bulk of your content, adding in a few affable posts will make your brand more relatable.
Social media is a great place to collect reviews for your company. Platforms such as Google+ and Facebook have review features built in to their company profiles. Requesting social media reviews from clients can show prospects what it’s like to work with your company, while simultaneously boosting your search ranking. Consistent engagement (in the form of reviews) on your social pages, will give them increased domain authority over time, making it more likely that people find and follow your brand.
Even poor reviews can be an opportunity for your brand by giving you a chance to collect feedback and respond constructively. This will show prospective clients that you care about your clients and will go out of your way to make things right.
Tell Customer Stories
According to Psychology Today, emotion is an extremely influential factor when it comes to purchasing decisions. This makes evoking an emotional response key to a successful social media strategy.
One way to accomplish this is to post client success stories to your social pages. For example, tell a story about a client who was able to purchase a home or send their child to college thanks to your company’s financial guidance. Include photos (or better yet, videos) to further enhance the story and make it feel more personal. By sharing these exciting milestones, you’ll forge an emotional connection between your brand and followers, while concurrently demonstrating the value of your services.
Engage in Social Listening
People love talking about their favorite (and least favorite) brands on social media. This is a valuable opportunity for you to hear what’s being said about your brand and gain the feedback necessary to optimize your efforts.
The caveat is that 96% of people who discuss brands online do not follow those brands’ owned profiles.This means that you’ll likely need the assistance of social listening tools to stay abreast of conversations about your brand online. Tools such as Brand24, Hootsuite and Mention all offer features that allow social media managers to keep their thumb on the pulse of discussions regarding their brand, products and services.
Today’s consumers expect brands to maintain a fierce presence on social media. Although time-consuming, creating a social experience that’s informative, engaging and dynamic can pay off in the long run. By offering the right content to your users at the right time, you’ll build a social media empire that blows your competition out of the water.
What type of content does your bank post on social media? Let us know on LinkedIn!