Content that Converts
Creating content that not only captures attention but also converts prospects into clients is a skill worth mastering. Let’s dive into some essential tips that can elevate your content game and drive meaningful conversions.
Aligning Goals and Interests
The first step in crafting compelling content is aligning it with your marketing goals and the interests of your target audience. Consider the financial needs and pain points of your clients. Are they seeking investment advice, retirement planning, or mortgage solutions? Tailor your content to address these specific concerns.
Think of your content as a roadmap guiding your audience towards their financial goals. If you’re a wealth management firm, for example, your content may focus on long-term investment strategies, retirement planning, and wealth preservation.
Educational Content: Establishing Authority through Value
In the realm of financial services, trust is paramount. One way to build trust is by providing valuable and educational content. Share insights, industry trends, and practical advice that showcase your expertise. This not only positions your company as a thought leader but also demonstrates a genuine commitment to helping clients make informed financial decisions.
Consider creating guides, webinars, or blog posts that break down complex financial concepts into easily digestible information. For instance, if you specialise in insurance, you might produce content explaining different policy types, demystifying jargon, and offering tips on choosing the right coverage.
Morgan Stanley uses their Instagram account to share educational content that is relevant and useful to their audience, such as tips on helping people to budget their spending around Christmas time. This shows their commitment to helping clients make informed financial decisions and their authority in guiding their audience in financial matters.
Visual Content: The Power of Compelling Imagery
In the digital age, visuals play a crucial role in capturing attention. For financial services companies, conveying trust and reliability through visuals is key. Here are some tips for creating compelling visual content:
- Infographics: Simplify complex financial data into visually engaging infographics.
- Charts and Graphs: Use visual representations to illustrate market trends or investment performance.
- Branding Imagery: Ensure your visuals align with your brand identity, conveying professionalism and credibility.
Barclays share infographics on social media to share important financial information in an engaging and visually appealing way. Their infographics are consistent with their brand colours and logo, ensuring the Barclays brand is instantly recognisable.
Storytelling: Engaging Audiences on a Personal Level
Storytelling is a potent tool for making financial content more relatable and engaging. Share success stories, client testimonials, or anecdotes that illustrate the positive impact of your services. Personalise your content to resonate with the experiences and aspirations of your target audience.
For example, if your company specialises in financial planning, share stories of clients who successfully navigated challenging financial situations with your guidance. This humanises your brand and helps potential clients connect with the real-world impact of your services.
Creating content that converts for financial services companies requires a strategic approach. Align your content with your goals, provide educational value, leverage the power of visuals, and incorporate storytelling to build a connection with your audience. By doing so, you not only enhance your brand’s credibility but also increase the likelihood of converting curious visitors into loyal clients.