Last week, I spoke at the National Later Life Adviser Conference 2023, hosting a masterclass about ‘Leveraging Digital Marketing to Build Trust & Foster Client Relationships’.
Speaking at the stunning British Motor Museum in Warwickshire, I delivered the masterclass to a packed room and later joined an expert panel Q&A in the main conference hall.
The heart of the discussion revolved around trust – a cornerstone of retail financial services and something that can be built and enhanced through content marketing.
If I could pick any subject to speak about, it’s this.
During the masterclass, I emphasised the importance of content marketing in creating brand awareness that gradually matures into advocacy.
As technology rapidly evolves, awareness becomes an even more significant factor for business success. Voice search is an excellent example of this.
By creating brand awareness through content marketing, your target audience can ask Alexa or Siri to schedule an appointment with your business rather than ask for a generic search result.
Within a matter of years, it will no longer be a case of needing to rank highly in search engine results but being the brand name prospective clients ask for when they speak to their voice-activated devices.
The conversation led us to Dr Robert Cialdini’s six weapons of influence – reciprocation, commitment and consistency, social proof, authority, liking, and scarcity.
Each psychological tool can shape content to enhance awareness and embed trust.
For instance, leveraging social proof through testimonials can trigger an emotional connection with potential clients, making your brand appear more trustworthy.
But you have to play the content marketing game to stand a chance of winning.
I shared the example of a tweet that went viral. Irrespective of how slim the chances of virality might seem, the unpredictability of the digital world can work wonders when used strategically.
The next masterclass segment delved into the appropriate social media channels and platforms for content distribution.
The preferences of your target audience should dictate your choice of platform, and it’s paramount to understand that each has its unique strengths.
We touched on a controversial but crucial point: SEO may soon supersede referrals. A strategic blend of SEO and content marketing can place your business at the forefront of potential clients’ searches, offering a far wider reach than traditional referrals.
Despite the plethora of new and exciting platforms, I explained that ‘old school’ digital marketing, such as email marketing (which dates back to 1978!), remains a practical and personal way to nurture relationships. A quick show of hands revealed how few delegates use this powerful tool.
Lastly, we discussed the importance of gathering and publishing client testimonials, preferably videos.
Authentic testimonials amplify trust and offer an unbiased perspective of your services.
Ultimately, trust translates to client loyalty in the digital marketing landscape, leading to a sustainable and thriving business.
Thank you to AIR Group for their gracious invitation to speak at their national conference—a special thanks also to the delegates and their insightful questions.
For those interested in delving deeper into the fascinating world of content marketing, I’m open to speaking bookings for this year and next.
It would be an honour to share insights and engage in more discussions about the multifaceted aspects of content marketing.📢 Just published a new blog post! Dive into key takeaways from my masterclass on 'Building Trust through Digital Marketing' at the #NLLAC2023. Discover why trust matters in #retailfinancialservices and how #contentmarketing can… Click To Tweet