Building Trust Through Content Marketing and Social Media Marketing

It’s no secret that the finance industry has struggled to earn the trust of its clients for decades. The good news is that even though trust in the financial industry is low, it is increasing faster than in other industries. While the increase in trust can be attributed to new regulatory guidelines, there is no doubt trust can continue to be earned by financial institutions themselves. So, what can be done to earn the trust of your clients?

Let’s take a look at 4 ways financial institutions can build trust through content marketing and social media marketing:

Humanize your Business Through Content Marketing

Create content that has a consistent tone and style of writing. First rule of thumb, do not hard sell. Create content that speaks to your clients and their issues before speaking about your product. You can also humanize your business by becoming a well-rounded resource for your clients. Be sure to include topics like “How to Write a Small Business Plan,” or “Small business Tax Tips.” into your content marketing strategy.

Establish an Open form of Communication Through Social Media Marketing

Creating and actively maintaining social media accounts gives clients a casual way to communicate with you. It also gives them the opportunity to immediately engage with your content and other marketing materials. Social Media platforms also provide channels for customer service and growth.

Solve Pain Points

When creating your content address common concerns and issues that clients may face when working with the finance industry. Some examples of pain points to address include being turned down for a small business loan, small business owners with poor credit, and a lack of honesty within the industry.  Using your content to provide solutions for these issues let’s your customers know that you not only understand their issues, but can also provide reasonable, fair solutions that benefit them, and not just you.

Remain Transparent

Since our goal is to maintain or build trust it is extremely important to remain transparent. Develop content that openly discusses common issues found within the industry, and then discuss the steps you’re taking to avoid such issues. Don’t shy away from challenges, hit them straight on, and show your client that you’re aware there are issues, but you are different because of X,Y and Z. No matter what, remain open and honest about your capabilities as business owner or lender. Do not create content that could be misleading, or is open to the interpretation of your clients.

Developing a Content and Social Media Strategy

Creating a content marketing and social media strategy that works requires a lot of time and research. A successful campaign will be well thought out, well researched, and will include daily maintenance. At the Finance Marketing Group, we provide these services, so you can stick to running your business while we build your brand, and of course trust with your clients.

6 Steps for Building a Content Marketing Strategy

As marketing professionals we know the success of our marketing campaign relies heavily on strategy. This is especially true for content marketing because the success of your content will depend on knowing how to address the needs of your clients on a consistent basis. Developing a content marketing strategy can be overwhelming for an inexperienced marketer, but following the six steps below will help you on your way to content marketing success. 

6 Steps for Building a Content Marketing Strategy

Content marketing strategy

By having a well-documented plan in place your team can review the work that was done, and make the proper changes for more successful campaigns in the future. So, what do you do once you’ve got a strategy in place? Get to work, make note of changes you make along the way, and never stop asking yourself “Is this still supporting my business goals?”


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