Archive for the ‘Banking and Financial Services’ Category

3 Steps to Increase Brand Awareness, Part 2

3 Steps for Financial Marketers to Increase Brand Awareness

Step 2: Show Possible Solutions When banking and financial services marketers took IMN’s 2014 Content Marketing Survey, they said increasing brand awareness is their primary content marketing goal. IMN wants to break down building brand awareness into three easy-to-follow steps. Although these steps are geared toward banking and financial services brands, any brand can apply the general practices and ideas promoted. As discussed in the previous post, successful brand awareness happens first when consumers understand they have a problem. Until they believe their situation is lacking in some area, they won’t feel motivated to seek solutions—including your solutions—to their problem. So what happens after your potential clients determine they have financial problems or need a new or additional financial service? Before you present your solution to their problems, guide them through some possible solutions. Your audience understands: Their current financial status isn’t meeting their needs. They feel dissatisfied with their current financial status. Maybe they’re reconsidering their choice of agent, or they wish they had more selection in financial products. However, they aren’t quite ready to switch to your brand. […]

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3 Steps to Increase Brand Awareness, Part 1

3 Steps for Financial Marketers to Increase Brand Awareness

Step 1: Challenge the Mindset IMN’s 2014 Content Marketing Survey uncovered some interesting content marketing issues specifically for the banking and financial services industry. Overall, banking and financial services marketers seem less confident in their content marketing efforts, strategy, and compliance than other industry marketers. They have unique struggles and concerns: Navigating legal compliance while developing compelling marketing messages. Handling a delicate subject matter (money). Representing clients ranging widely in personal wealth and financial intelligence. When asked for their primary content marketing goal, these marketers said they want to increase brand awareness. IMN wants to help them by breaking down that goal into three easy-to-follow steps. Although this series is geared towards banking and financial services brands, any brand can apply the general practices and ideas promoted. We hope this series helps marketers find a better way to build awareness for their brands. Before you build brand awareness, become aware of your audience’s problem. Your brand has a claim to fame: You offer a unique solution or service to help current and potential clients manage their financial matters. Naturally, you […]

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2014 Content Marketing Survey Infographic

Take IMN's 2015 Content Marketing Survey

If your company is using content marketing – or thinking about it – you might wonder what other companies are doing and whether they’re succeeding. We have the answers. Again, this year, IMN surveyed companies large and small across a variety of industries… automotive, insurance, banking and financial services, direct selling, and franchise… to learn what’s working and not working for today’s content marketers. To see the highlights of the key findings from the Third Annual IMN Content Marketing Survey, check out our infographic below! Click here to download the full report.

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What the Gmail Tabbed Inbox Means to Email Marketers

Hint: It’s not as bad as you think Last year, Gmail moved all of its email customers to a new tabbed inbox design. It’s broken into three distinct inbox tabs (Primary, Social, Promotion) as a means of clearing the inbox deck. It’s great for Gmail users, but maybe not so hot for marketers, who are seeing their messages moved to what looks like a slightly less ignominious version of the Spam box. Here’s what the tabbed inbox means for marketers and how to help ensure your messages get read: Since the rollout of the tabbed inbox, some interesting observations have been made. First of all, according to Return Path (which provides business intelligence for marketers), one in five people customize their Gmail settings to make sure promotional emails are going directly to their inbox. That’s a huge win for anyone sending emails the way marketers do. That means people are interested in getting your messages and offers, even when Gmail thinks they aren’t. Return Path also found that only 0.12 percent of messages in the Promotions tab triggered a “This […]

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