Financial Services Brands Create Breakthrough in 2021

How Financial Services Brands Can Create Breakthrough Content in Times of Crisis:

This is a unique time for financial services marketers to say the least. We have been in a global pandemic for nine months that shows no signs of slowing down. (Although a vaccine is on the way.) Discussions on social justice – which erupted this summer during the global protest against racial inequality – continue. And a geopolitical mutiny, coupled with a turbulent election cycle in the United States, has led to volatility in the market that has kept investors nervous.

In this difficult time, many marketers are wondering how to find people where they are, worried about their health, job, loved ones, and finances.

Most financial brands have been keeping the conversation going since March, keeping customers informed of their global response and of digital brands they can use at home; according to LinkedIn data, 80% of financial brands continued to publish. Finance as a whole is still one of the top five topics on the platform, and interestingly enough, 75% of non-financial members come. In addition to financial issues, however, shareholders and the public expect brands to have a strong voice when it comes to corporate values, racial equality, and climate change.

How strong should financial marketers be in this industry in an authentic, useful, and ultimately vocal way? There are three emerging trends for major financial brands.

Drive with productivity and empathy

Confidence in financial institutions, unlike what it was after the recession in 2008, has peaked at LinkedIn. According to our analysis, the sentiment of 81% of the responses to financial messages was positive or neutral. This is partly due to the attitude of our users, which differs from other social networks. People come to LinkedIn to learn, listen to the businesses they promote, network, and be inspired by other professionals to eventually grow in their careers. LinkedIn is an ideal platform for productively empowering target groups and helping them navigate personal and/or professional financial decisions, for example.

Kantar’s COVID-19 survey found that more than 70% of people go to brands every day to talk about the usefulness of ‘new’, how they respond to situations that arise, and reassuring responses. Some examples of brands that achieve these goals well are:

• EY demonstrated every day how useful it was in the ‘new’ by presenting its Strategic Growth Virtual Forum last month with very relevant and valuable programming. Sessions showed how to successfully transition from online to online with Corie Barry, CEO of Best Buy, how companies can reconsider collaboration and communication to better connect with Professor Adam Grant, Wharton, and how to capitalize on companies in a changing economic environment with different CEOs. founder Jason McAnn.

• Goldman Sachs is an example of a brand known for its response to the current situation and that it has made a number of commitments to create a more equitable and sustainable future, including offering courses for historical black students on financial concepts and their commitment to emissions. . to 2050 and Social Impact Investment Fund.

• Bank of America provides a reassuring note reminding employees of the benefits for families in need of child care and parents, as well as tips for staying mentally healthy and burning out in a series on LinkedIn Live, CEO of Thrive Global Arianna Huffington.

copy to video

The video, above other formats, has become an ideal tactic for financial brands to introduce complex (and often overwhelming) financial topics such as preparing for retirement, paying off a mortgage, and preparing for tax season so that consumers and entrepreneurs better can make decisions. The video is also an opportunity to show experts and analysts how to humanize your brand. Since the start of the pandemic in March, LinkedIn has seen a 31% increase in video consumption worldwide, so visual storytelling is needed. Some notable examples are:

• This year, Vanguard expanded its virtual capabilities to its B2C, financial and institutional consultants. The investment firm hosted pre-pandemic videos and webinars, but this year invested in rich interactive tools for more exciting experiences, such as text chats and in-person networking discoveries to keep the conversation going after the events. The extensive video library contains a wide range of topics, such as videos showing the interest rate perspective and how to diversify your portfolio.

• Morgan Stanley does an exceptional job of bringing its innovative leadership to the fore with its MorganStanleyMinute line. Jessica Alsford, head of the Global Sustainability Survey, discusses how companies can measure their gender diversity using a framework she has created. And in this video, Adam Jonas, Global Head of Automobile and Shared Mobility, shares his vision for the future of the new space economy.

Build your leadership presence

Innovative leadership has a direct impact on the buyer’s journey: 56% of professionals believe that a business leader positively influences their purchasing decision on social media, and 66% of professionals believe they would rather recommend or flag as needed. Follow him. a business leader on social media. Right now, it’s important that your managers are at the forefront, with 80% of employees and 90% of the financial public looking for managers to communicate on social media during a crisis. Financial leaders who value leadership include:

• Sallie Krawcheck, CEO and co-founder of Ellevest, discusses topics such as the difference between gender wealth, gender rewards and investment strategies in her weekly LinkedIn Live Ask Me Anything series. Very accessible and engaging, Krawcheck answers questions directly from your audience to help them become financially literate. He posts constantly and has 2.6 million followers.

• Thasunda Duckett, CEO of Chas Consumer Bank, shares her experiences and reactions to current events, such as the murder of George Floyd, and how she shares the principles of John Lewis as a leader. Duckett’s thought leadership adds a bright spot to JPMorgan Chase’s impressive $30 billion commitment to narrow the gap between racial wealth.

Financial brands need not be afraid to have a strong voice in this time of constant change. If done authentically and strategically, your prospects, customers, employees, and investors will thank you for it.

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