This puts a heavy emphasis on lead nurture for marketing teams, but many FinServ companies struggle with high lead churn because they simply cannot sustain the engagement. Content mobile no data is the perfect way to nurture and maintain contact with leads throughout the long buying cycle. It allows you to build authority, slowly introduce your product or services over time, and gently move leads through the funnel.
3. Customer Education and Retention
Financial services are highly dynamic, with market forces and regulatory updates routinely changing what is required from a FinServ vendor. While many companies will update clients directly through meetings, it is often more effective to produce content that explains new tax laws or macroeconomic factors.
This serves two purposes:
Simplifies Communications: Rather than scheduling 50 meetings to explain the latest regulatory changes to every client, you can produce one-to-many comms that solve the problem in one fell swoop.
Increases Retention: Customers feel they can trust you to keep them up to date on the industry and their requirements. As a result, they are more loyal to your company and even expand their engagement with you.
Simply put, high-quality content helps financial services marketers at every phase of the funnel. But to really understand the value of content marketing for FinServ, we need to understand who the content is aimed at.
Understanding Financial Services Buyers
What Do FinServ Buyers Care About?
Many B2B buyer teams are highly diverse, including individuals from a wide range of departments. Marketers often have to create content that appeals to operations, HR and finance – which means the product positioning is complex. HR wants to know about your product’s impact on employee engagement; operations wants to know how it will impact daily operations; and finance wants to hear about the bottom line.
