Opening your first joint checking account.
Applying for a small business loan.
Purchasing a new home.
If you've made any of these transactions, you probably remember them as the major milestones in your life.
They are for most people. The difference between you and your customers is that most of them probably don't work in the financial services industry. These major milestones can quickly turn into unnavigable nightmares. And if you can't ease their burden, they're likely to pause their endeavors, or worse, turn to someone who can.
In part one of the mini-series, we gave you the solution: Education-centric marketing. In this post, we'll explore the four best practices that stand out when it comes to ensuring the success of your education-centric marketing efforts.
Consistency is Key
As you start sharing your knowledge across channels, you’ll want people to easily associate content with you and your brand. Determine some basic guidelines around your written and visual communications.
Specifically for education-centric marketing, it’s a good idea to create an editable list of industry terms and agree to a standard, companywide definition for each one to avoid confusing your target audience. Encourage your marketers to keep an eye out for new or interchangeable terms, and don’t hesitate to include brief explanations within your content – or even full-blown posts – to provide clarity and understanding.
Embrace TransparencyWhat kind of data should you be collecting as you develop an education-centric marketing strategy? Listen to Expert Strategies #36 with Joe Welu, “Education-Centric Marketing: Why It’s Critical.”
Today’s customers have more choices than ever before and prefer doing business with companies that are honest and transparent. When you tell them something, they can – and will – verify its veracity. One false statement is enough to destroy your relationship and send them straight into the arms of their competitors.
Listen to "Education-centric Marketing: Why it's Critical" on Spreaker.
- Cut the Jargon
People will come to you with varying degrees of knowledge. Remember: Everything you write competes with everything that is out there. You can measure the attention span of your audience in mere seconds – your goal is to humanize and resonate with readers. To make your content as accessible as possible, keep it clear, concise and consistent.
While many of your ideal customers may need a longer buying cycle to fully understand how your products and services can facilitate their lives, don’t forget about the ones who don’t. Offer advanced content or even self-directed services for segments that want it
If education-centric marketing works so well, why aren’t more financial services organizations doing it? The answer is that they are.
The problem – and opportunity for you – is that not many are doing it well.
From no content to overly promotional content to initiatives that fizzle before ever getting the chance to take off, the truth is a successful education-centric marketing initiative takes time. You need to take the time to develop a strategy, create content and plan events. And your prospects need time with your content before trusting you.
The good news? Once your customers know they can turn to you, they’ll keep turning to you. So, teach today and lead tomorrow. And the day after that. And the day after that…
- Knowledge Is Power Part 1: Using Education-Centric Marketing to Build Authority in Mortgage Lending and Banking
- Creating a World Where Co-Marketing and Compliance Co-Exist
- How to Build an Industry-Leading Marketing "Agency" Within a Financial Services Organization
You’ve probably got data that can help you develop a winning education-centric marketing strategy. Discover how you can maximize it while avoiding fatal compliance mistakes.