So, Your Post Isn’t Going Viral: Let’s Talk Social Media for Financial Services
So, you’ve entered the thrilling world of financial services, armed with data, industry expertise, and a burning desire to conquer social media. You’ve seen those viral posts, the ones with millions of likes, shares, and comments.
Naturally, you thought, “Hey, I’ve got this!” But let’s pause the dream sequence right there, shall we? Because it’s time to face some harsh truths about social media for financial services.
In this blog, we’ll discuss why your posts may not be going viral. However, we have some good news: your posts do not need to be going viral to align with your marketing strategy and support your business.
So… Your Posts Aren’t Going Viral. Let’s Chat About Why.
Expectation: You’re convinced your financial wisdom is so profound that it should break the internet. You painstakingly craft a post about compound interest or the intricacies of investment portfolios. You hit that “Share” button and sit back, waiting for the world to recognize your genius.
Reality: Crickets. Maybe a couple lonely “likes” from co-workers. In the real world (or should we say the digital realm), financial advice doesn’t exactly set hearts aflutter.
Your well-intentioned post might be met with the enthusiasm of a library on a Sunday afternoon. Turns out, people prefer TikTok dances and memes over, let’s say, insurance tips.
The Good News: Your Posts Don’t Need to be Going Viral to be Successful
While achieving viral status might seem enticing, it’s not the primary path to making a meaningful impact with your financial services posts. In reality, striving for virality in this industry often proves impractical.
Here’s the essential point: Viral content typically caters to a broad audience, seeking widespread appeal and entertainment value. However, the financial sector operates differently. It thrives on providing personalized solutions and expert guidance tailored to individual needs.
Your posts can still be influential without pursuing virality. Instead of chasing an elusive goal, prioritize delivering genuine value. Consider the specific requirements and questions of your audience, and respond with expertise and clarity. It’s not about broadcasting to the masses; it’s about engaging with the right people and leaving a substantial impact on their financial journey.
How to Create Successful Social Media for Financial Services
1. Understand Your Audience Inside Out
The first rule of the secret sauce club is knowing your audience like the back of your hand. Dive deep into demographics, preferences, behaviors, and pain points. Are you addressing young professionals eager to invest, or perhaps retirees seeking retirement planning wisdom? The secret sauce here is tailoring your content precisely to their needs, desires, and interests.
2. Educate, Don’t Sell (That’s the Real Secret)
Here’s the biggest secret of them all: successful social media for financial services isn’t about pushing products or services down your audience’s throat. It’s all about building trust through education. Share valuable insights, unravel intricate financial concepts, and offer tips that genuinely empower your audience to make informed decisions. Position yourself as the wise sage, the guide through the labyrinth of finance.
3. Decode Complexity Like a Pro
Financial jargon can be a labyrinth of confusion. Your secret sauce ingredient is simplification. Break down those intricate financial concepts into bite-sized, digestible pieces. Use relatable examples, everyday analogies, and visual aids to make the information not just comprehensible but enjoyable.
4. Opt for Quality Over Quantity
The secret sauce doesn’t involve a relentless barrage of posts. Instead, focus on creating content that packs a punch. Quality trumps quantity every time. Well-researched, thoughtfully crafted posts leave a lasting impact and position you as a credible authority.
5. Visuals: Your Not-So-Secret Weapon
Humans are visual creatures. The secret sauce calls for a dash of eye-catching graphics, charts, and videos in your content mix. Visuals aren’t just appealing; they make your content shareable and memorable. And don’t forget, they’re exceptional at demystifying complex ideas.
6. Engage, Don’t Just Post
Remember, social media is a conversation, not a monologue. Engage with your audience by responding to comments, answering questions, and initiating discussions. Show your human side, inject personality into your interactions, and let authenticity be your secret sauce’s special ingredient.
7. Showcase Success Stories
The secret sauce also comes with a side of trust-building. Highlight how your financial services have genuinely impacted your clients. Share testimonials (with consent, of course) and case studies. These stories provide the social proof your audience craves and demonstrate your expertise in action.
8. Stay Compliant Without Killing the Vibe
The financial industry has strict regulations, but the secret sauce includes finding the balance between engaging content and compliance. Familiarize yourself with the rules governing financial services on social media and ensure your content plays by the book.
9. Ride the Wave of Trends
Secret sauce enthusiasts always stay ahead of the game. Keep a vigilant eye on social media trends, platform changes, and algorithm updates. Incorporate relevant trends into your content strategy to keep your audience captivated.
10. Measure, Analyze, Adapt
The final secret sauce ingredient is a healthy dose of analytics. Use powerful tools to track your social media performance. Metrics like engagement, reach, and conversion rates hold the key to your secret sauce’s success. Analyze what works and what doesn’t, and don’t hesitate to tweak your strategy accordingly. Social media is a dynamic realm, and adaptability is the ultimate secret.
Effective Post Types For Financial Services
Let’s get practical. Here’s what works:
Informative Infographics: Decode financial jargon with visuals – you’re making complexity a breeze.
Expert Insights: Share nuggets of financial wisdom, from investing insights to tax tips.
Real Success Stories: Showcase your knack for turning financial challenges into triumphs.
Interactive Polls: Engage by asking their thoughts on financial trends – their opinions matter.
Quick Trivia: Sprinkle in interesting financial facts to keep things engaging.
Behind-the-Scenes: Offer a glimpse into your world – it humanizes your brand.
Remember, it’s a mix of entertainment and education. Make your social media a space where followers can learn, engage, and find value.
Any Questions?
The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.
We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, and shared content calendars to make sure you know what’s happening.
We’ll bring you fresh ideas from our kick-a** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.
For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.