Tips for Financial Services Marketers on Facebook
Financial services marketers sometimes get Facebook right, mostly get it wrong and completely botch it if they're not on the network at all, says the Northwoods Blog. Facebook is where the prospects are, so that's where the bankers and others should be, writes Raquel Ebbe in “Facebook: A Misused, Underused Marketing Tool for Financial Services.”
Her Aug. 30 post cites how Facebook can help financial services marketers increase engagement with their audiences, build their brands, gain audience insights and resolve consumer complaints. What it boils down to is the most important thing financial services marketers can do is simply be there to interact and respond.
Beyond that, the blog post for this marketing services company says this marketing vertical tends to share images the most on Facebook, but users mostly respond to links.
My financial institution, Ardent Credit Union, has a strong — and very irreverent — brand voice across all channels, including social media. So I'll use it to illustrate Ebbe's points.
Use Links on Facebook
As Ebbe mentions, my credit union does use a lot of images. Generally, its links click through to news about an award for the credit union or its employees. It takes a bit to find a call to action, which is for credit cards. Mostly, Ardent is using its hashtag, which it also uses on the phone recording and the phone script representatives use to greet customers. This is above and beyond what Ebbe suggests.
Facebook Features for Financial Marketers
“Financial marketers can leverage several Facebook features to effectively share their posts and promotions,” Ebbe writes. “For instance, paid campaign posts are completed through Facebook Ads or Promoted Posts. Facebook Events, another method of sharing, boosts engagement with posts that invite users to a location. Facebook’s Locations feature improves the clickthrough rate for posts concerning nearby happenings.”
More Facebook Best Practices
Ebbe cites advice from TheFinancialBrand.com for these tips financial services marketers can employ on Facebook:
- Posting questions about banking experiences
- Posting quality employee photos of familiar branch faces
- Posting community activities, involvement stories, special announcements, etc.
- Running paid campaigns and advertisements
- Inviting community members to branch events
- Offering incentives for people visiting your branch or opening accounts
- Rewarding Facebook contest winners with gift cards and prizes
- Highlighting your financial services career opportunities
- Promoting Twitter feeds and other social accounts (The hashtag Ardent uses on Facebook, #gritmakesgreat, is all over Twitter.)
- Conveying a regional feel with photos and posts about your regional branches
- Posting approximately five posts a week, at optimal times [Author's note: Ebbe provides a link to this infographic, which isn't financial services-specific, so marketers for this vertical may want to test optimal times for themselves.]
What do you think, marketers?
Please respond in the comments section below.
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