Therefore, you need to create content that will help you increase traffic and, more importantly, increase your conversion rate as visitors to your website or social media platforms specifically search for the solutions you offer.
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How do you sell your banking product if you don't know who needs it? While your content should be targeted at specific buyers, in this digitalized world these people go beyond basic demographics, living in specific geographic locations but interacting globally.
Easy access to media and social media sharing means that culture is shared across generations, genders and income levels. People can create their own identities without the constraints of local customs.
Instead of segmenting the market in the traditional way, identify consumer needs.
Consider, for example, if you are dealing with: an entrepreneur who wants a loan for his business; a single professional mother who wants to start her own business; a person who likes to do their paperwork online and wants to find a more efficient way to process applications; a merchant who wants to learn the basics of finance.
Who are these people, how can you help them, and where can you find them?
Creating a buyer persona based on personal and professional interests is a key part of financial marketing. Facebook and LinkedIn can help you find what you're looking for. These social platforms can also help you create an accurate representation of the potential customers you want to attract.
In the following video you can see how buyer personas are created
Develop a content plan
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However, there's no point in doing all that research and spending money to get in front of the right people at the right time if you have nothing to say to them.
One of the biggest areas where companies fail when investing in financial marketing is that when they do manage to identify new prospects, they fail to nurture and convert them because they haven't produced the right creative content.
