HOW BANKS USE CUSTOM CONTENT TO BUILD RELATIONSHIPS WITH CUSTOMERS ONLINE

It is essential to meet consumers where they are, and your prospects and customers are online, searching for answers to financial questions, such as what to expect during the mortgage process and how to effectively plan for retirement. Google even provides a guide of financial search topics that peak throughout the year, further illustrating how crucial a solid content marketing strategy is to your bank.

While you should maintain a strong paid digital plan and SEO operation to draw customers to your website, informative custom content is what will establish your bank as a valued resource, build trust and create lasting relationships.

Custom content gives prospects an immediate benefit: information tailored to their specific needs. Social media, blog posts, videos and other content that speak to the experience of your audience can be a powerful conversation starter. As part of your bank marketing strategy, custom content not only initiates and strengthens relationships, it can position your bank as a thought leader that is uniquely attuned to your audience.

Here are five custom content marketing strategy practices to help your bank reach, educate and win new customers:

  1. Portray concepts visually. When attempting to connect with your audience, you have only a few moments to make an impression. Visual content is easily digestible and can attract even casual browsers, helping your bank to stand out and start a conversation. An attractive, engaging infographic or quality video is a tasty free sample that can get your audience interested in ordering the full meal (so to speak). Graphics also make written content visually appealing and easier to process than pure text.
  2. Tell your clients’ stories. If your audience is skipping past your content, it could be a sign that the material is too dry or abstract. A humdrum piece full of financial jargon will do little to engage prospective customers. Concepts and solutions must be discussed within real-life contexts to show how a service or financial strategy can help your audience achieve its goals. Adding an emotional component to technical subject matter can work wonders. When discussing the ins and outs of IRAs, for instance, include a client’s quote about why he or she started an IRA or how an IRA has helped a client feel more comfortable about future retirement. Make banking about more than just the money.
  3. Write what your audience will read. To understand what resonates with your audience, analytics is key. Examine data from previous blog posts, social media and other content. Consider how online engagement—measured in page visits, on-site clicks and social media interactions—varies from one piece to the next. Which headlines or calls to action prove most effective? Are certain topics especially popular? Does your audience connect better with long-form content or infographics? Shape your custom content strategy accordingly. This not only helps you respond to your audience’s interests, it can differentiate your online presence from those of your competitors.
  4. Address trending financial topics. Breaking news offers a unique opportunity to capitalize on online interest and trending searches. When a major story develops in the media and online discussions, “newsjack” this story by connecting it to your brand’s message in a way that’s relevant to your audience. In the case of a major stock market shift, discuss investment or savings products that can buffer customers’ capital or help them to benefit from an upswing. If a prominent news story focuses on identity theft, explore practices and services that help protect consumers’ finances and credit profiles.
  5. Create season-specific content. The needs and interests of your audience change from one season to the next. Offering content specific to the time of year is a powerful way to stay relevant. Because the housing market typically heats up during the spring, sharing content focused on mortgage products early in the year is a great way to attract and educate prospective home-buyers. Each fall, when students start college, your business has an opportunity to discuss student-friendly products and financial practices for young adults.

Custom content, designed to engage your bank’s specific audience, not only attracts and retains customers, it also distinguishes your brand from the competition.

Questions about custom content for your bank? Reach out and ask us.

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