Between traditional print media, digital channels, social media sites and more, managing your financial institution’s communication strategy can seem overwhelming to say the least. To complicate matters further, financial institutions must remember that each generation within their audience has different preferences for consuming content. Meanwhile, new distribution channels are gaining traction while existing channels, like print media, must constantly evolve to remain relevant.
So, how can you stay on top of your communication strategy in 2018?
First and foremost, be mindful of your audience’s media consumption preferences and do not be afraid of new tactics for distributing content. Taking a fresh and relevant approach to engaging potential or existing customers with content is encouraged and there are more ways to accomplish this than ever before.
Have you tapped into podcast opportunities?
For instance, podcasts are growing increasingly popular, especially with Millennials, and are a great way to share your message. There are a number of personal finance podcasts that provide an avenue for your financial institution to offer valuable financial advice to listeners. Podcasts like Smart Passive Income, The Dave Ramsey Show and Stacking Benjamins are all established shows with loyal followers, which means securing an interview slot on one of their podcast episodes will allow you to engage an attentive audience.
Are you complementing content with visuals?
Another tactic for grabbing an audience’s attention is through the use of infographics. The use of images, whether on social media, your website or other media channels, has become standard so if your content lacks graphics, viewers, especially younger viewers who are inundated with content each day, will likely skip over it. Visuals are a great way to complement written content and can succinctly communicate trends in data or interesting statistics. Additionally, as more publications move to digital, reporters have less time to design graphics or take photos to accompany their stories. Including visuals with your content will make it easier and more likely for the media to publish and promote your financial institution’s message. Designing great visuals does not have to be overly difficult. Tools like Canva make it easy to create professional graphics using your own images, logos and content.
Are you grabbing your audience's attention with videos?
Like infographics, videos are another excellent way to engage your audience and filming a brief video does not have to be a complex or expensive endeavor. The quality of today’s smartphone cameras make it easy to record a video and upload it to your organization’s website or social media sites immediately. There are even applications available for smartphones that make it easy to clip and edit videos before posting.
Short, concise videos are great for showcasing new content, like a blog post or whitepaper, and new product demonstrations or even customer testimonials. It is also important to ensure your video is easy to share by embedding sharing widgets to further amplify its reach. Videos that are easy to share empower your financial institution to accomplish meaningful results with minimal investment in terms of time and expense.
Are you maximizing your presence on social media?
Lastly, leveraging social media at local events and even trade shows is a perfect way to maximize the value for your financial institution. Live tweeting or using Facebook’s live features are both great options for pushing out interesting content and generating buzz via social media. For example, at your next event, your financial institution can start a live Twitter chat to drive engagement. If there is a specific theme or topic discussed at the event, prepare a few questions to pose to followers to continue the discussion online and create a hashtag to ensure Tweets can be easily searched.
In short, your financial institution can effectively manage its communication strategy by incorporating fresh, relevant tactics like podcasts, infographics videos and social media to engage a wider audience. Although media consumption preferences and delivery methods are constantly changing, such changes present opportunities for your financial institution to craft and deliver tailored, highly targeted-content that provides true value for both customers and prospects.
This is a guest blog post by Mallory Griffin, an associate with William Mills Agency, the nation's largest independent public relations firm focusing exclusively on the financial services and technology industries. The agency can be followed on Twitter, Facebook, LinkedIn, or its blog.