Life’s financial complexities seem almost to grow daily, and, thanks to the Covid-19 pandemic, many among your base of customers and members certainly know firsthand how difficult it is nowadays to manage them.
No matter what age or life stage they are in, folks want answers to questions about how to better earn, spend and save their money because, let’s face it, most of us never learned this in school.
More financial institutions understand they have a prime opportunity to bridge the wide gap in Americans’ knowledge about personal finance. They also realize that financially knowledgeable consumers make more responsible spenders, savers and borrowers.
Aligning marketing goals with consumer goals
Your marketing team understands the value proposition of cross-selling your inventory of checking and savings accounts, loans, and related financial services. But does your audience fully appreciate how much value an interest-bearing checking, savings or retirement account can be for their long-term financial health?
How about articles or a series detailing cost-effective ways to borrow to buy or refinance a home, auto or boat, or ones that walks consumers through the budget calculations for paying down high-interest personal loans or guiding students on how to apply for -- and responsibly use -- their first credit cards?
Benefits of a branded ‘fin-ed’ library
Your library of accessible, shareable financial literacy content including articles, videos and/or infographics actually could serve as the ideal foundation for building your own financial-literacy “resource center’’ – an online repository for all of your customer-centric digital assets. Over time, as your resource of valuable financial-ed content expands, it opens the door to plenty of marketing opportunities for generating customer leads and conversions:
Extends and deepens your marketing reach into digital space. As more folks engage with one another, businesses and public institutions online, staking more of your marketing verve and investment into digital makes sense. Covid kept consumers at home and away from work, time many of them spent on their notebook PCs, smart TVs or smartphones. Many have warmed to accessing information about consumer products and services online, a development that marketers are eager to leverage.
Sustains your multi-pronged marketing campaigns. Financial literacy blogs and other content types can be customizable to keep your brand up to pace with changes in the social, cultural and economic climates and to complement your sales outreach via other digital media channels. Also, by leveraging social media’s speed and impact, your financial literacy content can motivate your existing customers to share your proprietary content with their online peers.
Reinforces your institution as a caring, knowledgeable brand. A library of financial ed content indicates your brand is willing and capable of sharing credible financial intel, a crucial step in building trust in your brand, further distinguishing yours from rivals. It also coincides with a growing call for businesses and public and private institutions to make greater use of the internet and digital technology to boost the general public’s collective financial literacy. As gatekeeper of your online literacy library, you choose the articles, images or other valuable content that populate your site. You’re in charge – with some outside help if you want it -- of updating, replacing or supplementing your content as often as necessary, inline with your marketing goals.
Provides round-the-clock access to educational content. Your site’s literacy content is just one branch of your marketing tree, to deepen ties with existing customers and to woo prospects. In an increasingly 24/7 world, content that is accessible wherever customers are – at home, on vacation, or at the office -- is invaluable. Also, your digital content has links that make them instantly shareable, further extending your marketing reach. Better still, your website’s interactive features and tools not only offer real-time answers to customers questions, but with a mouse click can instantly begin the conversion process by linking them to new-depositor/borrower applications, or quote them your best savings and borrowing rates.
Enhances the Search Engine Optimization (SEO) attributes of your web content. Because this type of content is timely and often customizable based on your geographic footprint, this can further your SEO goals. If possible, it’s smart to align your content library with your SEO and overall business goals.
Where to start?
Global economic, political and cultural climates may change, but customers’ foundational financial needs and expectations remain unchanged. Financial literacy content affords you a nearly limitless opportunity to inform and educate your audience while profitably connecting with them.
No better time than today to start building your own resource library of branded financial literacy content. Want to chat about custom or semi-custom literacy content options? Contact ZAG Interactive to help get your literacy content plans underway.