Turn financial literacy content into potent marketing tool

People don’t like ads and marketing, but they do like learning from experts and getting answers to questions. You can earn the right to sell your products and services by offering them something of value. Unfortunately, most banks and credit unions view financial literacy content as "nice to have" but unessential.

According to research from NewsCred, half of consumers say they would be less likely to switch to a new bank if their financial institution offered helpful content.

This is just one example how content — blog posts, infographics, eBooks, tutorials, videos, FAQs and other forms of interactive content like quizzes or checklists — has become a powerful digital marketing tool. It boosts awareness, builds trust, reduces attrition, and drives traffic to your website.

Financial education content can help fill your sales funnel with qualified leads, but only when it’s considered strategically. When outlining the best topics to cover, financial marketers should first think about their target market’s pain points, goals and needs at varying stages in the sales funnel. Audit your website and marketing plans to see what gaps may exist around these stages, and what areas could be expanded upon or repurposed.

1. Awareness. In this stage, consumers are aware of a financial problem (e.g. “I’m not saving enough for my child’s college education”) and are starting their research. Think of what your institution can teach them that may help answer their basic, preliminary questions and solve their problems — in ways that complement your products and services, but remember: this is not the time to sell. The objective here is to work your way into the “Consideration” phase.


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