FINANCE & FINTECH

“Creating Content that Adds Value”

REACHING FINANCE CONSUMERS ON THEIR TERMS

The world of finance is being democratized before our eyes. What does this mean for brands? Well, to achieve results like these it requires a shift away from how financial products and services have traditionally been marketed to video content marketing communication that is more relatable, educational, unexpected and real.

• DIREXION SINGLE STOCK LEVERAGED ETF CAMPAIGN
Now with over $1 Billion under management

• PAYPAL GLOBAL MERCHANT LENDING SERIES 
Over 26 million views with over a 60% completion rate

Empowered consumers

Why? Because finance is no longer a one-way conversation with financial professionals holding all the cards, telling customers what to do. Today, everyone is empowered by affordable tools and instantaneous information at their fingertips to manage their own finances. Or – if not manage – then to educate themselves so that when they speak to a financial pro, they are equipped with knowledge that will inform them throughout the process. 

47%

of buyers view 3-5 pieces of content before engaging with a sales rep.¹

Financial tools are just a click away

Approximately 80% of Americans say they are using digital apps and services to manage their money.²  And nearly half of Americans are now using some form of contactless payment. These are exciting trends. But what do they mean for financial marketing? 

While some hard-sell marketing is effective, it should be supported by content that educates and establishes thought leadership.

Crafting content that hits home

First and foremost, consumers of financial services want knowledge and dialogue. Consumers also want to see and hear from like-minded people who are using the product. 

  • Almost 9 out of 10 investors surveyed are spending an hour or more researching.
  • According to Google, mobile searches related to “financial planning and management” have increased by 70% over the last two years.
  • There is 70% average engagement rate for financial services content.

Nytlicensing.com

Financial brands should not look at these changes in consumer attitude and behavior as obstacles. They are golden opportunities. Because honest, direct, even humorous conversations with people about the money issues they face build genuine trust. And trust is the basis of long-lasting relationships.

The take-away…

Financial marketers can use video content marketing to foster these conversations and add value to their messaging. By doing so, they establish their companies as thought leaders and create better engagement with potential customers.

Sources: ¹NYT Licensing  ²Wake Forest University 

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